(office hours, provider hours, space – or a combination of these)
If this is why you are here, congratulations! You are obviously growing and recognize that if you expand you are going to need more new patients. Many dentists don't recognize this. Many dentists expand their capacity, absorb the current overflow, and then struggle to fill the voids later. This is a classic and completely avoidable mistake.
Here are some common examples of expansion and what they mean in relation to new patient flow.
1. Going from 3 to 4 days per week.
This is a 33% expansion of capacity. If your practice is booked out now, it will only take a short time for the new capacity to absorb the current overflow (usually only 90 days). Therefore, 90 days after you expand you will need 33% more new patients than you're currently attracting. If you're getting 15 new patients now – you'll need 20 to keep the new capacity productively and efficiently filled.
2. Adding an associate 2 days per week in a current solo 4 day per week practice.
This is a 50% expansion of capacity! In addition to the big capacity jump new associates require MORE new patients than returning patients for the simple fact that most of the existing patients will prefer to see the owner of the practice. New associates require a customized deployment strategy as well. New associates require deployment strategies much like a startup dental practice. These strategies are typically heavy at the beginning with tapering volumes as time goes by and results are measured.
Failure to plan and fulfill this expansion of capacity is the single biggest reason an owner/associate relationship fails. Invariably owners and associates will list other reasons for their failed relationship but at the end of the day – this ends up being the real reason.
3. Adding two new treatment rooms to a three treatment room solo practice.
I know, you're thinking this is a 66% increase in capacity. Actually, it's 33% because of the provider limitation – but still a very big increase in capacity. Key point: Dental teams will always expand into new capacity – but that doesn't mean they do so efficiently, effectively, or as productively as they could. People will always “use” space. “Using” the space is rarely the problem. Using it efficiently, effectively, and as productively as possible is the key. In order to maximize the return on investment in this new space, this practice would require about one third more new patients than they had before the new space was made available.
4. Multiple Capacity Expansions.
If you're adding space, adding provider hours, and adding operational hours, or any combination of these, you will want a customized approach to your marketing plan, deployment strategy and deployment volumes.