The Dental CEO is responsible for the entire company. He or she is responsible for the success or failure of the dental practice. Operations, marketing, strategy, accounting, the creation of Core Values, human resources, new patient development and more: it all falls on the shoulders of the Dental CEO. This is indeed a lot of work, in addition to the clinical piece, so they hire an “Office Manager” and hope for the best. This Office Manager is just “supposed to handle things”.
Several problems happen when this occurs:
· The Dental CEO turns over major responsibility with weak authority
· The Office Manager is unsure what the expectations and performance standards are
· The Dental CEO believes that this Office Manager will solve every problem
· The Office Manager title shows that this person is responsible for managing the entire office, which is misguided leadership
I coach dentists to re-title the position to more clearly reflect the well-delineated role of: Business Coordinator. As with any corporation, the CEO functions as the leader who provides the direction to others. Dental CEOs don’t need an Office Manager – the dentistis the manager. Therein lies the responsibility to attract, train and retain skilled professionals who can align with the practice’s vision.
To hire, attract and retain a new Business Coordinator, follow this three-pronged approach to find and retain your administrative gem:
1. IDENTIFY who and what you want: What are the traits you desire in a team member? For example: Warm, caring and emphatic? Organized? Able to work unsupervised? Create a list to give you a clean profile of your ideal candidate. Look for candidates in industries other than dentistry. Think about your requirements for a Business Coordinator: People skills to make positive first impressions, the ability to establish good relationships with patients, attention to detail. It is possible to uncover a gem that is eager for a career change. Can you find this in other industries? Certainly! Your new Business Coordinator does not require a “dental only” background to ask for money, to be a skilled computer user or manage a hectic schedule.
2. CLARIFY the expectations you have for this employee: Write clear, definitive expectations for this position. For example, do you expect the phone to be answered by the second ring? Do you expect your insurance claims processed every day? When you articulate the expectations, you also attract candidates who are challenged to a high-level and inspired by your direction, creating a win-win situation. » Read more: Why Dental CEOs Need a Business Coordinator, Not an Office Manager