NEWS AND INFORMATION

NEW CUSTOMER SERVICE MODULE
In our continuing effort to provide you with the highest level of service possible, we have added a customer service section to MyOrthoCAD. There you’ll find such information as the new Alginate Impression Taking Guide or the OrthoCAD Tray Replenishment and iQ prescription forms. By clicking on “Customer Service” located at the left menu of the My OrthoCAD landing page, these and other helpful OrthoCAD resources and printable forms are available right at your fingertips.

ID AND PASSWORD
Need a MyOrthoCAD ID and password to access the new Customer Service library? Just make that request by calling our customer service department at 800.577.8767. (201.842.0800 for international customers)

DOCTOR REFERRALS
OrthoCAD Digital Study Model Customers: Receive five free OrthoCAD Digital Study Model cases (worth $195) for each referred orthodontist who registers for this service.*
OrthoCAD iQ Customers: Receive a free iQ case (worth $250) for each referred orthodontist who purchases OrthoCAD iQ.
Call 800.577.8767, prompts 1, 5 to find out more.

iQ: NEW SOFTWARE TRAINING
In addition to our initial iQ case approval training, we are now offering our “iQ 201” software training course, a supplemental telephone training session with our in-house orthodontist. It’s available to customers who have sent iQ cases for four weeks or longer. Call 800.577.8767, prompts 1, 3 to schedule this valuable session receiving absolute raves from the participants.

iQ: NEW ADDITION
We are happy to announce that Holly Tolbert has just joined the expanding OrthoCAD iQ clinical training team. Holly’s background includes seven years of orthodontic office experience including clinical coordinator and chair side assistant roles. She looks forward to providing helpful clinical assistance to our iQ customers in 2008 and beyond.

DIGITAL STUDY MODEL: RESULTS ARE IN!
A random study conducted among OrthoCAD Digital Study Model customers shows 95% positive ratings on the quality and service of OrthoCAD Digital Study Models. We are absolutely delighted with the results and continue to look for ways to improve your digital study model experience with us.

DIGITAL STUDY MODEL: COLD WEATHER ADVISORY
To avoid potential frozen alginate impressions during the months between November and March, please add one tablespoon of rubbing alcohol to each baggy prior to shipping. If you normally use a drop box to ship your alginate impressions, consider calling UPS for a pick-up during these particular months. (Note: If you are using 100+ hr. impression material or PVS, do not add alcohol.)

OTHER ISSUES OF THE CADENT CADETTE
Past issues of the Cadent CADette are available here.

*Referring doctor must submit at least five OrthoCAD Digital Study Models to Cadent, Inc. to qualify.
Excludes referrals from corporate owned entities, satellite offices, and universities.

BUILDING AN EFFECTIVE CUSTOMER VALUE PROPOSITION

Last issue we discussed how all of your marketing efforts should reinforce a high impact Customer Value Proposition (CVP) and the value of the vision statement. Now let’s focus on two other CVP drivers, mission statement and treatment philosophy.

MISSION STATEMENT

A mission statement is the guiding compass of everything you do. It should provide insight into what your business stands for and how you will achieve your vision. As the owner of your practice, you will need a compass throughout the years to provide guidance, prioritize initiatives, aid in decision-making, and keep you on course. This statement involves several elements that require introspection and an understanding of how you want the marketplace to perceive the character of your orthodontic practice. Your mission statement should enable you and your team to follow the same strategies — a true congruence of goals and activities that will lead to your success.

TREATMENT PHILOSOPHY

Your treatment philosophy should be the cornerstone of your internal positioning and operations. When you have defined and presented your treatment philosophy to your team, you need to train and implement the required systems to deliver the desired patient experience. Clearly defined and implemented systems are a proven method for delivering quality, consistent patient experiences.

COMPETITIVE INTELLIGENCE

What does the competitive landscape look like? You need at least a rudimentary understanding of what is happening in your community. It is important to know from whom you are winning and losing patients, and how to win more than you lose. Competition is good as long as you learn from it. Who else is positioning their orthodontic practice to compete directly against you? What technologies are they using? What marketing tools are they employing to attract new patients? How competitive is the local referral network with general dentists? What is the patient experience at your competitor’s practices?

Next Issue: More on Building an Effective Customer Value Proposition