“Change, consolidation and new business models are inevitable, but survival, growth and a seat at the table are optional. Your future in the next several years is dependent on what you decide to do,” said Mark Murphy, DDS, in his State of the Industry presentation at the 88th Annual Cal-Lab Meeting. “We have tremendous control over what our role will be in the future. You can’t change the direction of the wind, but you sure can set your sails.”
Other speakers during this year’s meeting offered ideas on exactly how to set those sails. Terry Fine, President of AMG Creative, encouraged attendees to embrace social media as a marketing tool during his presentation, Social Media: Truths, Perceptions and Myths, citing these statistics:
- 70% of small businesses use Facebook for marketing.
- 69% of dentists have a Facebook page.
- On average, for every eight minutes people spend online, one minute is on Facebook.
- The fastest growing demographic group on Twitter is 55-65 year olds.
“Social media fails because companies don’t engage the audience,” said Fine, who recommends having a Facebook posting schedule and, to maximize engagement, breaking down the content as follows: 20% dental news, 25% dental tips, 20% fun stuff, 15% product promotions and 20% about your lab.
During a CAD/CAM panel discussion moderated by Jim Gorgol, CDT, Don Albensi, CDT, Nelson Rego, CDT, and Barbara Wojden, CDT, AAACD, discussed tactics for incorporating digital technologies into their workflow and establishing benchmarks for measuring their success. For example, Wojden streamlined workflow by organizing scanner cases by product—all BruxZir cases for instance—since scanner settings don’t need to be changed. Doing it this way, they can generate 135 scanned units a day.
Held at the Westin Michigan Avenue, the meeting also featured a presentation on digital implants from Mark Maier, MBA, MSc., CFA, Susan Van Kinsbergen, CDT, and Peter Pizzi, CDT, MDT; a regulatory update from Eric Thorn; Matt Roberts, CDT, AAACD, on Digital Integration of All Ceramic Reconstructive Dentistry; an All-on-4 presentation from Dr. Ken Parrish and Joseph Coursey, CDT; and TV show host and motivational speaker Ross Shafer’s keynote presentation, Are You Still Relevant?
Next year’s Cal-Lab Meeting is February 26-27; for more information, visit www.cal-lab.org.
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