A Happy Practice Interview Series: Featuring Debbie Evans, DAADOM

Q: If you could go back to when you were first starting your practice and tell yourself one thing, what would it be?

A: You are going to love this career that you fell into. Join AADOM much sooner. It is the best thing I have done for my career. Put yourself out there and do not be afraid. You are going to soar one day.

Q: What is the biggest mistake you have made running your practice, and what did you learn from it?

A: Trying to be everyone’s friend. You have to manage people by earning their respect first. You are no one’s best friend at the office. You can be very friendly, but do not bring anyone into your inner circle.

Q: What is the biggest success you have had running your practice?

A: Hiring the right team. This is huge. Surround yourself with people who share the same goals and who genuinely love what they do. The best investment you can make in any practice is investing in your team.

Q: What is something you wish every patient knew?

A: How much work goes on behind the scenes to get insurance claims paid, and how expensive it is to keep a dental office running.

Q: How do you delegate work to your team?

A: I have a large practice, so we have team leads for each department. Every department has many responsibilities, and we share the workload. Teamwork is key. Each person is responsible for specific tasks, but everyone in the department knows how to do everything.

Q: What does your practice do to ensure you are always bringing in new patients?

A: The most important thing we do is provide outstanding patient care, which naturally leads to referrals. Sixty-five percent of our new patients come from existing patient referrals. We also use direct mail and maintain a strong presence across social media platforms so patients can recommend and share our practice in many ways.

Q: How do you keep in touch with existing patients?

A: Texting, email, newsletters, Facebook, and Instagram.

Q: What kinds of things do you do to keep your team happy?

A: I am actually writing a book about this. This is what excites me most about being a practice administrator. I love my team and want everyone to feel the same way about our office. I am fortunate to work with great doctors who support trying new ideas.

Some examples include celebrations for all life events such as birthdays, weddings, and new babies; acknowledging hard work through kudos jars and Google reviews; and hosting fun events throughout the year like chili cook-offs, March Madness brackets, and Halloween contests. We also focus on team-building experiences, departmental and team meetings, and giving back to the community together. This includes Freedom Day, where we provide free dentistry to active military and veterans once a year, participating in a breast cancer walk every October, and taking part in AADOM Cares, where we helped make 20,000 meals for the homeless in the Raleigh, North Carolina area.

Q: Do you take vacations, and how do you prepare your office when you are away?

A: Yes. I pay all the bills and create to-do lists for my staff ahead of time. I make sure all responsibilities are covered before I leave. I now have a business team manager who helps when I am gone. If you put the right systems in place, a practice can run while you are away, at least well enough for you to truly take time off. Everyone needs a vacation. You come back rejuvenated with a fresh outlook.

Q: How do you make time for your own life with so much responsibility in your profession?

A: That is a great question. I am an empty nester now, so I have more time than I did when my children were at home. That said, I make it a priority to take time away to recharge. This is essential.

Q: What kind of technology does your office use?

A: We are a very high-tech office. We have three CEREC Primescans, two iTero scanners, lasers, a 3D CAT scan, sensor X-rays, and Weave, which has been a game changer for our business team. Our doctors stay on the cutting edge of technology.

Q: What is the biggest challenge your office is facing today?

A: Keeping up with growth. That includes hiring and managing the responsibilities that come with expansion. The cost of dentistry has also increased, including supplies, staffing, and lab expenses.

Q: What is the biggest challenge your office will face in the future?

A: Determining how big is too big. Many practices are selling to DSOs, and privately owned practices must find ways to keep up with corporate dentistry.

Q: Looking ahead, what do you think is the next big thing in your field?

A: Artificial intelligence, without a doubt.

Q: How do you see AI impacting the future of your industry?

A: AI will be very helpful as a second-opinion tool and as a way to help communicate and present treatment more effectively, from hygienists to doctors.

Q: What marketing channels have you used successfully?

A: Facebook, Instagram, Instagram Reels, YouTube videos, Google Business, Nextdoor, and LinkedIn. We also use a Linktree to house all of our social media links in one place.

Q: How does your office adjust when patients cancel appointments?

A: We maintain a list of patients who want to get in sooner. Our business team constantly reviews and updates this list. It is a good problem to have.

Q: How have you maintained a personal touch despite your growth and increasing patient volume?

A: This is truly our specialty. We pride ourselves on not only bringing in new patients but also retaining existing ones through a strong personal touch. We like to think of ourselves as the Nordstrom of dentistry.

Q: In your opinion, what is the single most critical element of a successful practice?

A: Hiring the right team and keeping them happy. Patients can feel when there is a positive atmosphere in a practice. My equation for success is simple:
Happy employees + happy patients = a happy, successful practice.