Last updated on July 27th, 2018 at 02:22 pm
About Alla Dorfman, DDS
I graduated from New York University School of Dentistry in 2002, followed by a one-year GPR residency at Lutheran Medical Center in Brooklyn. I took a year off after the residency when my daughter was born and then went on to associate for a couple of years. At the end of 2006, I opened a scratch practice in Manhattan. It was 1200 square feet and plumbed for five chairs (I started
What brought you to MGE?
Prior to MGE, my practice was doing fine, but nowhere near what I saw as its potential. I just wanted to be more successful. It was just me and my Office Manager, who was also my assistant and receptionist. I was working four days a week and wasn’t really keeping or watching my statistics. We were just kind of getting by, doing enough to pay the rent and salary. Collections were about $24,000 a month with an average of 40 new patients, many of which came from reduced fee plans. In April 2009, my office manager and I attended a free one-day MGE seminar in Newark on case acceptance. We didn’t really expect much going in, but after we heard Dr. Winteregg’s lecture, we knew it was something we could use. So I signed up for the MGE Communication & Sales Seminars and we went to Florida to attend our first one the very next week!
What impact did the MGE Communication & Sales Seminars have on your practice?
Our first seminar was in the beginning of April 2009. In April, we collected $64,000! This was just after one seminar! By the end of May after our second one, collections almost tripled (from where I began) to $74,000! Overall, the MGE Communication & Sales Seminars made me more confident. My treatment presentations are far more efficient and the entire process is smooth and comfortable. In addition to improving my communication skills with patients and my staff, they also enriched my communication at home with my husband and kids.
What did the MGE New Patient Workshop do for you?
Prior to the New Patient Workshop, I did no marketing. I was seeing about 40 new patients a month, but over 50% of them came from reduced fee plans. The MGE New Patient Workshop taught me how to effectively market my practice both internally and externally. To boost our referrals, we focused heavily on systems to improve customer service to accompany our top-notch clinical standard for every patient. We also saw (and continue to see) immense benefit from the referral system we learned at the workshop.
Externally, we have a strong internet presence which includes Google Ads, lots of great reviews, profiles on directories, and our website. Currently our new patient sources break down like this: 33% Website, Search Engine Optimization, Google Ads 31% Referrals 28% ZocDoc.com (online directory) 8% Miscellaneous (Yelp, referrals from specialists, etc.) As a result of the MGE New Patient Workshop, new patients increased from an average of 40 to 124 a month, while dropping 75% of our reduced fee plans! Another important aspect of our marketing is patient reactivation. I have two staff members work on bringing patients of record back into the practice. This works so well that between our new patient growth and reactivation I have now three hygienists and a much busier office.
What benefits did you see from the MGE Power Program?
Statistically, the program has been an excellent return on investment – the practice has gone from collecting an average of $24,000 to $173,000 per month. The MGE Power Program is a great way to learn about how to run a business, and manage your staff and statistics. It’s a win. Without it, I think my practice would have grown a little, maybe to $40 or $50 thousand a month, maybe to $60 even, but I’m sure I wouldn’t be doing $173,000 had I not done the MGE Power Program.
I feel like it’s a great way to put your practice in a position where it’s on a steady rise, and to know what to look for when your stats are declining. It’s a systematic approach to your business. Your office becomes sort of a well-oiled machine and you know how it operates; it’s not like a car where you pop the hood, look at the engine and have no idea what’s going on. It takes the mystery out of things and gives you a way to look objectively at things like statistics and so on, rather than just thinking “Oh, it felt like it was a good month, we were really busy,” which doesn’t really mean much.
In addition to my training, my office manager has completed the MGE Office Manager Training Program. We have a wonderful staff, including a part-time associate, many of whom have done various MGE training programs. I came to MGE to see my office hit its potential. With our growth, we’ve expanded from 2 to 5 operatories, while actually reducingmy hours. And that’s another thing that’s huge. As a mom, being able to have time with my family is important.
I’ve met a lot of dentists who are doing well financially,their numbers are over the national average, but they are working six days a week. It doesn’t really leave much time for anything else, family, friends. And I’d have to say this is one of the more important things I got out of the program. If a bigger practice meant more and more hours – I would have had a problem. As it is, I am working three and a half days: Monday, Wednesday, Thursday, 10 AM to 6 PM, and then on Friday, I am in the office from 8:00 AM to 2:00 PM (less than 30 hours per week). And I’m in the process of working to cut out Fridays.
What are your plans for the future?
My plan is to continue expanding my patient base and office. Once we reach the point where we would need more space, I plan on looking into a second and maybe even a third location.
What would you recommend to other dentists who are considering coming to MGE?
Training at MGE is a great way to improve your business. Don’t be scared of the money. It’s a great investment in your personal and professional future.