PracticeManagement

Complete

President’sPerspective

Inside This Issue

If you have called us recently you probably noticed that we have

installed a new phone system. It is just one piece of our ambitious

plan to increase your support options, improve the quality of

support you receive, and even, perhaps, reduce the amount of

support you find that you need from us. As Todd Schuelka, Vice

President of Operations, said in an e-mail sent in December,

“This phone system will introduce new features such as the ability to leave a callback

number and not lose your place in line, the ability to have voicemails queued up like

phone calls, and many more features to be introduced in 2015.” He also asked you

to bear with us during the rollout because implementing new systems can introduce

unexpected wrinkles. Hopefully our transition didn’t inconvenience you. This is also a

good time to mention that if you don’t recall receiving this e-mail, please either join

our update list at www.ortho2.com > Resources > Register for Updates, or confirm

that messages you receive from Ortho2 aren’t being redirected to a spam suspect

folder.

Here are some of the things we expect to be able to accomplish in 2015. Some have

already occurred, while others will likely be introduced during the year.

• Introduce chat-based support• Elevate e-mail based support• Integrate inbound phone calls, call-back requests, text chat requests, and support

e-mails into one coordinated queue• Make these support options easy for you and your staff to find and utilize inside

your system• Add more support content, including how to videos, inside the system where

questions may arise• Staff and schedule our Support Team to consistently maintain the quality of

service you deserve

As we continue to grow, we believe these steps will give you and your staff access to

quality support where, when, and how you prefer, while we simultaneously become

more effective and efficient at providing it.

Here’s to a great 2015! Thank you for trusting us with your practice management

needs!

The Newsletter for Members and Friends of Ortho2January 2015 - Volume 33 Issue 1

Comprehensive Orthodontic Practice Management, Imaging, and Communication Solutions

President’s Perspective 1

Network Engineering Team 2

2015 Users Group Meeting 3

Spotlighted Feature: Secret Tips and 4Tricks for Your Ortho2 System

Utilizing Your Telephone as a Marketing 6Toolby Carol Eaton

Reaching Out to Siblings 7by Natalie Beaton

Tracking Your Digital Footprint Online 8by Mary Kay Miller

Inside Ortho2 10 –13

Share the Newsletter

Doctor

O�ce Manager

Financial Coordinator

TX Coordinator

New and Improved Support Plan

Dan Sargent, Ortho2 President

Contributor Contact Information:Carol Eaton – Carol is a proud supporter

of the AAOF and an industry partner with

Engage, a specialized consulting and

coaching company that enhances front

office verbal skills and specializes in the

new patient call. She can be contacted at

caroleaton@aol.com or by phone at

(707) 251-1452.

Natalie Beaton – With over 18 years

experience, Natalie helps offices to

develop consistency in critical systems

using Ortho2 software. She ensures

changes are maintained with detailed

after-visit notes and regular follow-up. She

can be reached at (804) 310-2361

or through her website:

www.joyfulchange.net.

Mary Kay Miller – Mary Kay Miller is an

Internet Marketing Consultant. For more

information visit www.orthopreneur.com,

or schedule a complimentary Internet

marketing evaluation at (877) 295-5611 or

e-mail mk@orthopreneur.com.

2 3

Along with the new phone software, as mentioned in the President’s Perspective on page 1, you might have noticed another change recently. The Hardware Support

Team changed its name to the Network Engineering Team. Lowell Davis, Network Engineering Manager, explains the reason for the change, “This change is being made

to reflect the true nature of the work that this group performs on a daily basis. Installing, configuring, and troubleshooting SQL, Windows, and IIS servers and supporting complex

networks is a far cry from fixing broken printers, diagnosing hard drive clicks, and setting up simple peer to peer stations as ‘Equipment Department’ or ‘Hardware Team’ might imply.”

You can still reach the Network Engineering Department at (800) 346-4504, Option 2 or at their new e-mail address, engineering@ortho2.com.

Network EngineeringTeam

Haven’t decided if the Users Group Meeting is right for you and your staff? Check out these articles by UGM presenters. If you like what you read, check out their presentations at the UGM in Scottsdale!

Secret Tips and Tricks for Your Ortho2 System, Derek Dohrman, page 4

Utilizing Your Telephone as a Marketing Tool, Carol Eaton, page 6

Tracking Your Digital Footprint Online, Mary Kay Miller, page 8

Scottsdale, AZFeb 19 - 21, 2015

If you are planning a presentation or

lecture at a society meeting, university, or

local meeting, we can provide you with

any screenshots you need and can discuss

how to best use Edge and/or ViewPoint in

any situations you may be illustrating. We

appreciate the good word you spread and

would like to assist in any way we can!

2015 Users Group Meeting

2 3

Are you the only person in your office who sees the newsletter? Pass it along!

Use the routing slip on the cover to ensure everyone gets the chance to read the

newsletter.

You can also read the newsletter on our website www.ortho2.com > Resources >

Newsletters.

It’s not too late to register for the 2015 Users Group Meeting February 19-21 in Scottsdale! But hurry, the registration deadline is February 1.

You can’t afford to miss this meeting. Gain practical information that you can take back to your office. Classes are taught by Ortho2 staff, industry-leading consultants, and top-notch doctors who have experience in Edge and ViewPoint. You don’t want

to wait to get your registration in! In addition, check out the exhibit hall filled with products and services that will help improve your practice. And don’t forget to have fun at the Hollywood Nights: A Red Carpet Gala Party Thursday night. It’s guaranteed to be the finest red carpet you

have walked all year long.Ready to sign up? Go to www.ortho2.com > Meetings & Webinars > UGM to register

you and your staff. Here you will also find travel and hotel information. You won’t regret it!

Already registered, but have yet to receive confirmation? Or have more questions? Contact Kim Barker, Meeting and Event Coordinator, at (800) 678-4644, Option 2, or

at ugm@ortho2.com. We can’t wait to see you in Scottsdale!

E dge, the cutting-edge cloud

based software, has many

great features for all different types of

employees. Many of these features are user-

specific as well. A couple of these features

that aren’t often used enough are the Edge

Dashboard and the Subgroup Widget.

Edge DashboardThe Dashboard

personalizes

Edge for you

by keeping the

information and

tools you use the

most right at your

fingertips. You

can use the dashboard widgets to display the productivity

information and applications most relevant to your tasks

and professional goals. The widgets and settings you

choose are specific to you and you alone. They follow your

user account around no matter where you login to Edge.

There are many types of widgets available. You can display

something as simple as the weather outside or a calculator,

to something more in depth like charts or subgroup lists.

To add a widget to your Dashboard, go to the Widget

Library on the top ribbon bar. Here you will see a list of

all the widgets available to you. Click on a widget and a

prompt will come up asking you to choose Dashboard

or Application. Dashboard will add the widget to the

Dashboard with the other widgets that you have chosen.

Application will float the widget in its own window so you

can display it on another monitor or dock it on another

part of the Edge program. Most users usually select the

Dashboard option.

Once the widget is on your Dashboard, you can click on

the wrench icon to go into the settings to customize

the widget. You can also click on the button on the

top right corner to expand the window so see more

information or just simply see it bigger.

Subgroup WidgetOne of the more powerful widgets, and yet often

overlooked, is the Subgroup Widget. Use this widget to

keep a specific list of patients easily available to you. You

can customize the fields to display in the widget, and

choose to open the patient folder to a specific page. Click

on the Widget Library on the top ribbon bar of Edge to

access the Subgroup Widget.

In the Widget Library click on the drop down arrow next to

Subgroup to pull up a list of pre-defined subgroup

widgets. Then, choose a subgroup that shares the same

topic as what you might be looking for. For example, if you

were looking for something that has to do with patient

financials, you might choose Today’s Past Due. Then

choose Dashboard to place this widget on your

Dashboard.

Then, click on the

wrench icon to go into

the settings. On the

left side of the settings

window, you can

choose which subgroup

you want to use. On the right side of the settings window,

pick and choose exactly which columns you want to

show up on the widget. If you want to get rid of some of

the pre-selected columns, you can check the box at the

bottom that says Show Selected Only, and uncheck the

ones you don’t want.

At the top of the settings window, you can choose one

item in the widget to be a link. Use the Link Field drop

down menu to select one item shown in the widget to be

a link. Then, use the Link Action drop down menu to select

what will open when you click the link.

Once you have everything setup exactly how you want it,

click anywhere in the background to make this screen go

away. The subgroup list should update automatically. If

you do not see everything you are looking for, click on the

Refresh button.

4 5

Secret Tips and Tricks for Your Ortho2 System

About the AuthorDerek Dohrman is an Advanced Tech

and Trainer with Ortho2. Derek is

teaching three classes at the 2015

Users Group Meeting, including Best

Practices for Edge and Best Practices

for ViewPoint.

4 5

Secret Tips and Tricks for Your Ortho2 SystemPart of an ongoing series spotlighting significant features

ViewPoint is a powerful software that can be used in many

different ways. Because ViewPoint can do so much, some

great tools can get overlooked. Stacks and Auto-Events

might be the missing tools that you have been looking for.

StacksOne reason offices will often under-

utilize Stacks is because they simply

do not understand what it does or

what it can do. When you think about

Stacks, try to think about a physical

stack of treatment charts sitting on

your desk. You know why that stack

of charts is there; it’s to remind you

to do something with that patient

when you get the chance. It might

be to verify insurance coverage, enter a treatment plan

into the system, or even send out new patient paperwork.

Using Stacks will allow you to flag patients for further action

without having that chart sit on your desk. Think paperless.

To create a new Stack, simply go to Actions > Add to Stack

> Edit Stacks from the ViewPoint shortcut menu. Type in

the name of the New Stack that you want to create, for

example, Insurance Verification, and choose the Stack

Owner, or User in which this stack is for. Then simply click

Add Stack.

To add a patient to your new stack, go to Actions > Add

to Stack. If you did this from a patient folder, that patient’s

name will appear at the top, if not, simply choose Get

Patient and search for a patient. Once you have your

patient ready, click on the + sign next to a user name to

display a list of available stacks. Then click on the stack

name you want. Back at the top, choose Add Patient(s) and

the patient is now in the stack.

To view the list of patients in that stack, go to View at the

top of ViewPoint and choose Stacks. If you want to access

a patient record, simply double click on their name. You

can right click on the patient name to delete them from the

stack, or show all stacks by checking Show All Stacks at the

top.

Auto-EventsAuto-Events allow you

to automate day-to-day

processes when working

with patient appointments.

For example, do you

always want to add a

patient to a Stack and/

or generate a welcome

letter when your process a new patient exam as kept? You

can have ViewPoint automatically do these things for you

when you processes or make an appointment. To access

the Auto-Events, go to your procedure table by clicking on

the Main Menu > System Tables > Patient > Appointment

Procedures.

Under each procedure you can set up various events to

take place. Select the procedure at the bottom, click the

Auto-Events tab, and then select which trigger for when

you want the event to take place (Made, Missed, etc.).

On the left, select what you want to happen, i.e. print a

letter or form, change a status, add a patient to a stack, or

schedule the next appointment. A red check mark appears

to the right of the trigger when the Auto-Event is set up

correctly.

6 7

Utilizing Your Telephone

I n today’s competitive market, more

and more people are shopping

before making any important decisions

about where to spend their money, energy,

and time. Smart and savvy consumers will

take the time to research options and be well-

informed before making final decisions.

How will you stand out as a practice in being different,

better, or offering more value with your services? Consider

your telephone as an under-utilized marketing tool that

can affordably add immediate value to your practice.

Doctors spend thousands of dollars each year to market

their practices including how to get the phone to ring

more often with new patient calls. We all know how critical

that new patient call is; how it is handled, what information

is gathered as well as given, and using this call as an entry

to starting treatment in your practice.

Equally as important are the daily calls coming in and

going out with existing patients and parents, contact

with general dentists and specialists, and opportunities

to turn shoppers into a new patient. Whether you are

building a new relationship or cementing an existing one,

the telephone is a great tool for internal and external

marketing when properly coached with the right verbiage.

Choose your words wisely. When you speak carelessly or

negatively, you damage others as well as yourself and the

doctor/practice/team that you represent.

A large part of your practice message comes from your

front line team working at the phones or in person with

patients, parents, and referral sources that consistently

reflect your high service standards. Providing a great first

impression, enhanced telephone etiquette, and working

together to schedule appointments, answer pertinent

questions, offer support to a patient in discomfort, and

ease the frustration of busy schedules can make or break a

practice.

Parents/patients will typically judge the quality of care

based on their perceptions of the communication they

encounter and the patient service they receive.

A person’s first impression is formed during the first

few seconds of contact over the phone or in person.

Unfortunately, when on the phone, you aren’t able to

show your friendliness or concerns through your facial

expression but only through your words, tone, rate of

speech and inflection. Human communication consists of:

• 55% body language

• 38% tone, pitch, and inflections

• 7% verbal content

Listen to a team member or record yourself on a phone

call and answer these key questions:

1. Do you clearly announce the name of the doctor/

practice and yourself?

2. Do you sound friendly and welcoming?

3. Do you ask for the name of the caller and utilize it

during the conversation?

4. Do you properly answer questions asked and/or

resolve any issues or requests?

5. Do you avoid saying no, we can’t, we don’t or quoting

office policy?

6. Do you smile when taking or making calls?

7. Do you ask if there is anything else you can do for

About the AuthorCarol Eaton is best known for her

expertise in training treatment

coordinators and streamlining the

new patient process. She also focuses

on enhanced communications,

internal/external marketing, team

building, and presenting your

practice message in a fun and

professional format.

Telephone Marketing continued on page 14

as a Marketing Tool

6 7

O rthodontic offices work very hard to increase the

number of new patients that are seen but can

overlook the potential orthodontics to be found in the

sibling population of the practice. Having a consistent and

well planned follow up regarding each of these valuable

family members can be a very good source of new patients.

One of the benefits of targeting this group for follow up is

that the families are already established as a part of your

practice and are typically, very receptive to recommended

treatment for the sibling(s).

Both Edge and ViewPoint make timely follow up with

siblings very easy. Prior to starting this system, I would add

a recall procedure called Recall: Sibling or something that

would indicate an entirely separate group of recall patients

that are all unscheduled siblings. I would also recommend

creating a status called Sibling (SIB) so you can tell at a

glance that follow up is not needed until that future date.

The next step is to add the sibling(s) to your system when

the first child is seen for an initial new patient evaluation.

A request for sibling name(s) and date(s) of birth can

either be added to your registration form or requested

by the Treatment Coordinator at the first visit. “I see that

<patient> has a brother/sister(s). Thank you for giving me

information about her/him/them. The American Association

of Orthodontics recommends that all children be seen

after their seventh birthday for an orthodontic evaluation.

Dr. <Orthodontist> believes so strongly in offering this

evaluation that he/she offers to see any siblings at no

cost to you. I will follow up at that time to see if you are

interested in scheduling a free evaluation for <sibling>.”

If time allows, collect sibling information for recall

observation patients as well.

When the siblings are entered, it is important that they be

added to the system as patients so that you can give them

a future recall date. Currently if they are entered as a non-

patient/sibling they can only be “found” by the system if

you look them up by the child who is already a patient.

This makes follow up very time consuming. Once they

are entered as patients, they should be placed on a recall

date in the future for their seventh (or whatever age you

want to initially see them) birthday using the Recall: Sibling

procedure that you created.

For fast follow up with these patients, each month on the

first, you would run the Recall date range report for the

current month and select Recall: Sibling. This will give you a

list of all patients who should be approached in the current

month and that are siblings of an existing patient. The

parents of each of these patients should receive a letter

explaining the benefits of early orthodontic evaluation and

inviting them to schedule an orthodontic evaluation for the

sibling. An example of a letter can be found on page 14.

At the same time that the letter is sent, add a pop-up

alert that asks you to check if the sibling got scheduled.

This would pop up at the time of the next scheduled

appointment for the child who is a patient. This allows the

front desk staff to offer to schedule this appointment if

the parents did not respond to the letter. “I noticed that

<sibling> had a birthday recently and may benefit from

an orthodontic evaluation. For your convenience, can I

schedule that with <patient>’s next visit?” Offering to

schedule them at the same time as the next appointment

for the child who is already a patient is one way to increase

the number of siblings that schedule. You may be able to

schedule a slightly shorter exam as the family is already

familiar with the office, if this seems appropriate for your

practice.

Reaching Out to Siblings

Siblings continued on page 14

About the AuthorNatalie Beaton has more than 18

years of hands-on experience as a

Treatment Coordinator and Financial

Administrator. She works exclusively

with Ortho 2 clients to maximize their

use of the ViewPoint and Edge systems

in all critical practice areas.

8 9

M arketing today is all about

combining the internal, external,

and online promotion of your practice.

When it comes to the online sector of

marketing, the only constant is change.

In the past, Internet marketing was all about

keywords, back linking, and online distribution of

written content. Quantity was weighted more heavily

than quality. Now, with the exception of website hits or

“clicks” still being a large indicator of success, it is quality

that determines the winners and losers in local searches.

The days of “more must be better” for ranking online

are over. Search engines have become too sophisticated

to be tricked. Today it is more about efficient website

design, consistency of business information, originality and

depth of written content, and social media marketing with

reviews. The sum of these online ranking factors adds up to

what is known as your digital footprint.

What is a Digital Footprint?Your digital footprint is perhaps the most important piece

of information that exists on the Internet concerning you

and your practice. It informs the search engines – especially

Google – who you are, what you do, and your contact

information (registered corporate name, office address,

phone, and website).

Some of that footprint is the result of effective marketing

you have done in the past. If your website has any sort

of SEO (search engine optimization) then it impacts your

digital footprint. If you verified your business on Google,

Yelp, Bing, etc., then you had an impact on your digital

footprint.

Consistency is king when it comes to your digital footprint.

Ideally, all your listings will share the same Name, Address,

and Phone number (NAP), as well as a website URL.

Unfortunately, there are hundreds of databases and

aggregators that compile and distribute information about

thousands of businesses, and seldom do these databases

reach out to verify if any of the information is correct.

As a business owner, are you aware your digital footprint is

tracked and shared by hundreds of databases and review

sites? If you don’t control and monitor your digital trail,

then any mistakes, omissions, or new developments that

naturally occur in today’s ever-changing digital marketplace

can adversely affect the profitability of your Internet

marketing efforts.

How a Digital Footprint is CreatedLet’s say when you started your practice you registered

your corporate name as John Smith DDS PC. As

your practice started to grow, you renamed it Smith

Orthodontics for branding purposes. You then added

a partner, and the practice became Smith and Jones

Orthodontics. At that point you decided to change your

domain name from Smithortho.com to SmithandJones.

com.

Now flash forward. The practice has continued to grow

and you purchased land to build a larger facility. When

you move into your new office, you will have changed

everything about the NAP of your business since it was

John Smith DDS PC.

It is your responsibility as a business owner to notify

Internet databases, universal aggregators, and any state

corporate entities of updates to your NAP information.

Unless you vigilantly inform search engines, databases, and

review sites about a change, your digital footprint may be

based on outdated information. This doesn’t just confuse

or mislead potential patients online; it fosters distrust from

the search engines.

Google is continually ranking and funneling information

based on multiple criteria in its various algorithms. Some

of the most important ranking factors are history, traffic

to your website, reviews, and consistent branding on all

digital formats. What worked for you in the past may work

against you today if your digital footprint and reputation

marketing have been neglected over the years.

Social Media and Online ReviewsSocial media is another area that affects your digital

Tracking Your Digital Footprint Online

footprint and what visitors see when choosing an

orthodontist online. Is your social media set up consistently

across Facebook, YouTube, Google+, and Twitter?

The engagement that an orthodontic practice will receive

on social media varies greatly. However, you want to make

sure your practice is represented on the major social media

sites even if the interaction is minimal. Having a page or a

profile is still a useful tool for unifying your online brand.

Many practices have the misconception that reputation

management is all about reviews. While reviews reinforce

credibility and trust for your online brand, they are not the

sole requirement of reputation management.

If your NAP is inconsistent, then potential patients may find

drastically different representations of your business based

on what search terms they use. For example, a search for

John Smith DDS PC may turn up very different results from

a search for Smith and Jones Orthodontics.

The greater the number of reviews that you have, either

favorable or unfavorable, the greater the effect they will

have on your placement in both organic and Maps rankings

when someone googles your personal name, business

name, or does a broad search for an orthodontist in your

local area.

A word to the wise: do not focus all of your energy on

gaining reviews for just one website, i.e. Google, Yelp,

Healthgrades, Demandforce, etc. Instead, strive to establish

a well-rounded review portfolio with several positive

reviews on five to ten different review sites.

New Rules Create New ProblemsThe Internet is imperfect by nature and the rules are always

changing. With today’s reputation marketing, you must not

only know what has changed but how to adapt. In order to

move up or stay on top in ranking, business owners must

keep up with the changes or risk the loss of visibility at a

moment’s notice.

In some areas, even though the online branding is

consistent, practices are losing visibility based on Google’s

latest local search algorithms. Recent updates have placed

high importance on geotargeting which evaluates office

locations as they relate to a city or town’s geographic

center.

Google’s algorithm determines a centroid for each search

area, whether it is a city, town, or village. The Maps

rankings are now heavily impacted by the conclusions

Google draws from evaluating businesses and how they

are positioned around the centroid. Sometimes population

density can play a role in how Google determines the

centroid. It is all quite fluid and difficult to predict.

Practices that border multiple communities are often

adversely impacted in the Maps area, based solely on their

physical location. Keyword coding and off-site SEO are no

longer as influential as they once were. Today, it is more

about NAP, reviews, website history, and your location in

relationship to the Google centroid in your local search

area.

Google Reviews are Your Top PrioritySince 75 – 80% of orthodontic consumers use Google as

their search engine of choice (based on Google Analytics

reports for orthodontic websites), Google comes first

when gathering reviews from patients. Google will show

your listing first, with reviews, when someone performs a

search for your personal name or branded name. Practices

with the most reviews often earn higher rankings (but not

always).

8 9

Tracking Your Digital Footprint Online

About the AuthorMary Kay Miller is an Internet

Marketing Consultant for the

orthodontic profession specializing

in SEO, WordPress Website Design,

Exclusive Web 2.0 services, and Mobile

Marketing.

Digital Footprint continued on page 15

Free WebinarsWe offer you free, online, real-time webinars. Each month throughout the year we present various topics. It’s a great

solution for training new users, refreshing experienced users, or learning about new features. Webinars are offered

several times each month so you can choose the time that fits best with your schedule. Preregistration, a computer with

a high-speed Internet connection, and a phone are required. For a full schedule, and to register, visit www.ortho2.com >

Meetings and Webinars > Ortho2 Webinars, or contact Judy Brown at (800) 346-4504 or jkb@ortho2.com.

Upcoming Webinar Dates

Help Us Help YouPlease be prepared to provide your customer number, practice name, and office location when you call our support teams

for assistance. If you use ViewPoint, you will find your customer number by clicking the Help menu and choosing About.

You can find your customer number in Edge by clicking File > Help > About. Please be sure to provide this information—

and repeat your phone number—when leaving a phone message requesting support. Having clear information helps us

serve you more quickly.

Inside Ortho2Information about the people of Ortho2 and the resources available to you as a member

10 11

Edge: Creating New Contracts and/or Proposals

Thursday, January 15th, 10:00-11:00 A.M. Central Time

Thursday, January 29th, 2:00-3:00 P.M. Central Time

This webinar will take you through the many ways to

create new contracts and proposals. You can use the

New Contract tool to set up standard contracts, with a

set contract fee and structured payment plan, as well as

open-ended contracts that charge out a set amount at

regular intervals indefinitely until you choose an end date.

Alternately, you can instead use the New Contract Proposal

wizard to set up one or more proposed payment schedules

before applying a contract to the account. Finally, we’ll

show you how you can use the Add Contract Member

tool to add another billing party or insurance plan onto an

existing contract.

ViewPoint: Using the Reallocate Contract Feature

Friday, January 16th, 10:00-11:00 A.M. Central Time

Wednesday, January 21st, 2:00-3:00 P.M. Central Time

You can use the Reallocate Contract feature to decrease

or increase the amount of a patient’s financial obligation,

reallocate the contract fee payment schedule, or shift

a patient’s remaining financial balance among multiple

contracts. We’ll step through an example for each scenario.

Edge: Modifying Contracts

Thursday, February 12th, 10:00-11:00 A.M. Central Time

Thursday, February 26th, 2:00-3:00 P.M. Central Time

We’ll go through the steps of using the Contract Structure

editor to change the total contract fee, modify the

allocation of the treatment fee, or adjust the payment

schedule for a billing party.

ViewPoint: OrthoBanc Integration Overview

Friday, February 13th, 10:00-11:00 A.M. Central Time

Monday, February 23rd, 2:00-3:00 P.M. Central Time

Use the OrthoBanc integration to automate electronic

payment processing for your patients. Patients may have

their payments charged to a credit card or withdrawn from

a bank account automatically according to the payment

plan you have set up for them. This webinar will go through

setup, daily use, and reporting.

10 11

Michele EichMichele Eich celebrated her 20th anniversary with Ortho2 on October 31. Michele started with

Ortho2 as a Software Support Representative, and eventually moved her way to the Product

Development Team where she is now an Applications Programmer. Michele’s first day was on

Halloween and she remembers she was surprised to see the majority of the staff dressed up in

costumes and decorated their offices. “I thought wow these people are crazy and like to have a

good time. This should be a fun place to work,” she says.

Michele grew up on a farm and knew early on she didn’t want to be a farmer’s wife. Her high school had just started

offering computer classes and she decided to take it, not knowing she would be the only female in class. “I guess this

should have been a clue to my future of working with mainly men in my department now,” she says. Some of her favorite

memories of her job at Ortho2 include on-site customer trainings and teaching at the Users Group Meetings.

Michele and her husband, Randy, have two sons, Nolan and Drew. When not spending time at Ortho2, she enjoys

watching her sons’ sporting events, Iowa State sports, and spending time with her family and friends.

Our Feedback ForumOrtho2 brings you UserVoice, a powerful feedback forum that allows you to easily tell us what you think! Now you have

the power to connect with us, make suggestions for enhancements, vote on your favorite ideas, and watch them become

a reality.

Log into UserVoice through the Ortho2 website. Visit www.ortho2.com, and click

the UserVoice icon in the upper right corner. Login with your username and

password. You are ready to go!

There are five product enhancement forums: Edge, Edge Animations, Edge Imaging, Orchestrate, and ViewPoint. You can

search existing suggestions and enter your own. Vote for your top enhancements and check back to see which are getting

the most votes. You can even add comments to suggestions and read comments from other users and from Ortho2.

Referral RewardsYou can earn a $500 credit for each referral that results in an Ortho2 system purchase within 6 months. You can apply the

credit toward any current or future charge or purchase — it never expires. We frequently hear from doctors that they wish

we had contacted them before they purchased their current system. We wish we had too, but we didn’t know they were

looking. You can help us help your colleagues by letting us know when they are considering a change in systems. Enter

referrals online at www.ortho2.com > Support & Learning > Forums & Feedback > Referral Rewards, or call

(800) 678-4644.

Ortho2 AnniversariesCongratulations to these Ortho2 staff members who celebrated anniversaries during the fourth quarter of 2014.

Log into the Customer Site of Ortho2.comThere are many resources available to you on our website. You will find visual help files, printed documentation, FAQs,

information on upcoming meetings, the ability to register for webinars, and more.

If you haven’t already created an account to access the Customer Site of our website, you will need to do that. Each

doctor and staff member can create their own account. Visit www.ortho2.com, and click the feature you want to see, such

as Edge videos or ViewPoint documentation.

Next, click the Register a New User Account link on the login screen. You will be prompted for your full name, main office

phone number, and Ortho2 customer number. Finally, enter your individual e-mail address, a password of your choice (at

least five characters), and a display name that will be publicly visible.

On a Personal NoteRachel Johnson, Ortho2 Network Engineer, is currently working through a three-year program at Mercy College of Health

Sciences to earn her certification as an EMT, with the goal of obtaining her certification as a flight medic.

Michelle Haupt, Ortho2 Editor, and her husband, Craig, welcomed Lily Ann to their family on September 15. She weighed

8 pounds, 3 ounces and was nearly 21 inches long.

Twenty-Two YearsTodd Schuelka

Twenty YearsMichele Eich

Sixteen YearsLowell Davis

Denise Sargent

Jennifer Shaffer

Twelve YearsRick Kelley

Ten YearsCorey Schmidt

Nine YearsDerek Dohrman

Two YearsBrian Good

12 13

Lily Ann

Career Milestones and DevelopmentNathan Hemmings joined the Software Support Team on September 15 as a Software Support Representative. Nathan

is currently pursing a degree in Computer Engineering from Iowa State University and worked with the ISU Engineering

Technology Support Department for four years. Welcome aboard Nathan!

Steve Volcko, aka Ninja Steve, returned to Ortho2 as a Software Support Representative and Trainer on November 3 after

a year-long sabbatical to New Zealand. Welcome back, Steve!

Contact UsPhone

(800) 678-4644 (Sales)

(800) 346-4504 (Support)

Fax

(515) 233-1454

Internet

www.ortho2.com

E-mail

admin@ortho2.com

engineering@ortho2.com

ideas@ortho2.com

orders@ortho2.com

ortho2support@ortho2.com

sales@ortho2.com

ugm@ortho2.com

Newsletter Submissions

editor@ortho2.com

Social Media

www.facebook.com/ortho2

www.youtube.com/ortho2systems

www.twitter.com/ortho2systems

www.linkedin.com/company/ortho2

https://plus.google.com/+ortho2

http://blog.ortho2.com

www.ortho2.uservoice.com

SupportBy Phone: (800) 346-4504

Available 7:00 A.M. – 7:00 P.M. Central

Time, Monday – Friday

By E-mail: ortho2support@ortho2.com

Response time is usually the same day or

at most within 24 hours.

By Fax: (515) 233-1454

You can fax us support requests. While not required, forms that help identify

these requests are available at www.ortho2.com > Support & Learning >

Requests/Forms > Fax Support.

And Don’t Forget Our Website: www.ortho2.com

Our website gives you 24/7 access to our knowledge base, FAQs, white

papers, visual help videos, and more.

12 13

14 15

There are parents who may state they are not interested

in scheduling an evaluation for the sibling at this time.

The scripting I would recommend would be-”I’ll put a

note on <sibling>’s account. Would you like us to follow

up in a year or perhaps when <patient> finishes <her/

his> treatment?” If they choose to be called in a year just

change the recall date to reflect that change and put a note

on the account. If they request a follow up when the child

who is a patient finishes treatment, I would put them on

recall for the estimated time of completion and put a note

to check the status of that patient prior to re-approaching.

In summary the steps to setting up this system are:

1. Add sibling recall procedure and Sibling status to the

Ortho2 system.

2. TC collects sibling information on all new patients and

recall observation patients if time allows.

3. Add siblings to system and put on sibling recall for

their seventh birthday.

4. Once a month designated staff member should run

the report for siblings turning seven that month, send

letter, and set up popup on their account for further

follow up.

5. Verbally follow up at time of next appointment for

existing patient (if needed).

6. Update recall date as needed to reflect when parent

would like follow up.

This is not a difficult system to maintain and can have a very

valuable impact on your practice production. In six easy

steps you can consistently reach out to new patients whose

parents are already invested in your practice.

Example of Patient LetterDear <Responsible Party>:

We were reviewing our records and noticed that <Patient

Nickname> is turning seven this month. The American

Association of Orthodontics recommends an orthodontic

evaluation anytime after the age of seven and we wanted

to invite you to schedule this important evaluation for

<Patient Nickname>. Dr. <Orthodontist> offers this at

no cost to you. We would be happy to coordinate an

appointment at some point when you are already coming

in, for your convenience.

Siblings continued from page 7

them at this time?

8. Do you let them hang up first after a pleasant closing

and thanking them for their call and/or time?

9. Do you avoid placing someone on hold until you have

asked permission to do so? Make sure you get the

name of the caller and the reason for their call before

placing them on hold.

10. Do you gather all important information prior to taking

a message or transferring a call for another person?

To communicate effectively at the front desk, the goal is for

understanding and offering help not being right or making

the other person wrong. Tell people what you can do for

them and why it is a benefit to the patient/parent as far as

treatment goals met within the estimated time frame.

The telephone is a great place to start building a

relationship and a partnership with your patients, parents,

and referral sources. People choose to do business with

people they like and they like people who focus on

them. Get to know them by name, ask about their family,

interests, and events in their lives.

Remember, that good communication requires attentive

listening so be prepared to stop multi-tasking and take the

time to truly listen to your patients and parents. Visually

show that you are interested in them with good eye

contact, nodding your head as they talk, or making a brief

support statement (not interrupted them by telling them

your story).

When choosing your words and sentences, it is best to

follow the guidelines of the three P’s:

1. Stay positive. Replace your negative speech patterns

with positive speech patterns to increase your effective

communication.

2. Use pro-active words/phrases. Assume they are all

choosing your practice and need your help guiding

them to the next step and/or process.

3. Speak in promotional terms. Make sure you are always

supporting your profession, doctor, and team.

Be quick to listen, slow to speak, and slow to anger

Telephone Marketing continued from page 6

Siblings continued on next page

14 15

Digital Footprint continued from page 9

Yelp is Not Far BehindYelp is especially influential in California and the NYC area.

I do not find Yelp to be as popular in smaller markets.

However, its sheer strength in numbers based on those two

heavily populated areas allows Yelp to dominate Google

search nationally.

Even though Yelp has the strictest and most frustrating

filters of any review site, they can have a huge positive or

negative impact on your reputation marketing. First-time

Yelpers will almost always have their review filtered out. The

goal is to find Yelpers who leave reviews regularly to write

positive reviews for best results.

Demandforce and HealthGradesAccording to the latest dental review statistic reports,

Demandforce is third-most important behind Google and

Yelp. I personally see a toss-up between Demandforce and

Healthgrades.com.

Since Demandforce is a paid service and Healthgrades.

com is a free service (and the easiest to post reviews of

all the review sites), I recommend spending time building

reviews on Healthgrades.com unless you are a current

Demandforce client.

As food for thought, Google Trends lists 1800dentist as

the second-most popular dental review site, and I often

see RateMDs.com on many local search results pages when

doing research for my orthodontic clients. Normally dental

review sites rank ahead of local business review sites in

most local search results.

The search results will vary from place to place, so I

recommend testing to determine which review sites take

priority in your area.

How to Test Your Own Online VisibilityGoogle your name, practice name, and location and see

what comes up. Is the information accurate? Next, do a

general search for your practice specialty to see how you

rank among your competitors. Not all rules apply in all

situations and demographics. That is why I always evaluate

each practice on an individual basis.

Is your practice found on page one of local search on

Google in both organic ranking and in the Maps area? If

you are ranking high in organic but not in the Maps area,

this is an indication you have a branding issue or problem

with your Google My Business setup. In the past five years,

practices that moved, changed a business name, or came

under new ownership and did not notify the Internet are

most adversely affected by the new Google algorithm.

You cannot blindly trust the Internet to figure out your

business while you simply hope for the best. Be proactive in

tracking your digital footprint to maintain your profitability

online.

This initial orthodontic visit will give Dr <Orthodontist> the

opportunity to discuss what orthodontic needs <Patient

Nickname> might have, either now or in the future. In

addition, early evaluation allows Dr <Orthodontist> to

carefully time any needed orthodontics to take advantage

of <Patient Nickname>’s specific growth and treatment

needs.

We have enjoyed having your family as a part of our

practice and look forward to the possibility of continuing

that relationship with <Patient Nickname>. Please give our

office a call and we will schedule for an initial orthodontic

visit.

Please let <Patient Nickname> know that the entire team

send their wishes for a very happy birthday!

Sincerely,

Scheduling Coordinator

Siblings continued from previous page

1107 Buckeye Ave., Ames, Iowa 50010 • www.ortho2.com

“Delivering practical solutions for success to the orthodontic profession…”

Telephone calls from prospective patients

can have a large impact on case acceptance.

How does your office rate with using the

phone as a marketing tool?

page 6

Keeping track of siblings through recalls is an excellent

way for you to gain new patients. Use these tips to help

keep siblings from falling through the cracks.

page 7

When was the last time you googled your

practice? Was all the information correct?

It is your responsibility to update all

information about your practice if it changes.

page 8 ORTHO2Sales (800) 678-4644 Support (800) 346-4504

Local/Intl. (515) 233-1026 Fax (515) 233-1454