Charlie Bolling Bill Britton share 36-hole lead at windswept Southworth Senior PNC

Montana Pritchard/The PGA of America

Bill Britton searched for his ball among the falling fall foliage on 11th hole at Creighton Farms on Friday, but went on to grab a share of the halfway lead.

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Randy Stutzman and Bob Denney

The PGA of America

Series: PGA Feature

ALDIE, Va. - With cold, blustery conditions creating hurdles for most of the field, Charlie Bolling of Glen Cove, N.Y., and 2009 Champion Bill Britton of Colts Neck, N.J., were on cruise control Friday in the 24th Southworth Senior PGA Professional National Championship.

Bolling posted a 3-under-par 69 and Britton turned in a 70 at Creighton Farms, to grab a one-stroke lead after the second round while scores went soaring among a field of 264 players representing 43 states.

Their 36-hole total of 141 is a stroke better than first-round co-leader Bob Gaus of St. Louis, who had a 73 to head a group of four players at 142. That contingent also includes Steve Parker of Houston, Texas; Sonny Skinner of Sylvester, Ga.; and Eddie Teresa of Waukesha, Wis.

Overall, 76 players made the cut at 7-over-par 151, with the final 36 holes being hosted Saturday and Sunday at Creighton Farms. Only six players were able to break par during the challenging conditions.

Gusts that reached 20-plus miles per hour also caused tough scoring conditions at River Creek Club in Leesburg, Va., the other host venue in the National Championship. Jim Blair of Odgen, Utah, thanks to a hard-earned 73, was the low performer for 36 holes at River Creek at even-par 144.

Bolling, a 54-year-old PGA Life Member, was the PGA head professional at Fresh Meadow Country Club in Lake Success, N.Y., from 1997-2011. It is the same facility where reigning PGA Professional National Champion Matt Dobyns serves as head professional.

"It would be pretty cool to have both Matt and I win those Championships in the same year," said Bolling. "But there is a long way to go, that's for sure."

Bolling, who played his opening round at River Creek Club, knew that Creighton Farms would be an extremely tough test.

"The greens here at Creighton Farms are much quicker than the other course [River Creek Club], and I was focused on getting the speed right on every putt," said Bolling. "And I was pleased with how I putted, and overall just how well I hit ball all day."

After opening with a 72 Thursday, Bolling turned in a near flawless performance at Creighton Farms. He collected four birdies, including both par-5s on the back nine, to offset a lone bogey.

"I had a lot of makeable birdie putts that ended up being easy pars and also made a few birdies when I had the chance," said Bolling. "And, when I hit bad tee shots, I was able to recover. My game is definitely moving in the right direction."

Britton used his trademark consistency to post his second consecutive sub-par round. He eagled the par-4 second hole and added a birdie at the par-5 third.

"I got off to a really good start today and was able to hang on with these tough, windy conditions," said Britton. "I played here last year and this is a really tough golf course. A lot of things went well for me."

Britton won the 2009 Championship with a 72-hole record-breaking score of 18-under-par 270 at PGA Golf Club in Port St. Lucie, Fla., and understands what is needed to capture a National Championship.

"This is a really strong field and I need to play well this weekend to have a chance," said Britton. "I have to be patient, take it one shot at a time and not try too hard. It's pretty boring, but it's true."

Gaus, the PGA teaching professional at Tower Tee Golf Center in St. Louis, continued his solid play with a second-round 73 at Creighton Farms.

"I felt like I shot a couple under par on this golf course. It's pretty hard," said Gaus. "I only missed four greens all day and made a whole bunch of pars. Par is a great score out here."

Jim Woodward of Edmond, Okla., with a 2-under-par 70, registered the lowest round at River Creek Friday, but was well back of the leaders at 148.

"This course is definitely much different that what we faced at Creighton Farms; the greens are a bit slower and the breeze had its effect on me," said Carl Cooper of Humble, Texas, who has the distinction of making 11 birdies in two rounds, but stands at 3-over-par 145. "I couldn't quite get the speed on them, but as we know in golf, you have to hang in there and take it and play hard. It's a very unique golf course. It's not easy, it looks fairly easy. But the breeze made it tough."

"The wind is really tough today," said Mike Lawrence of Anderson, S.C., who birdied 16 and 18 at River Creek to land in a group at 145. "I made double bogey on the short par-4 (No. 12), where you are thinking about birdie. I hit the green and the ball spun back into the water. Golf is taking what you've got and making it work. Conditions like this, the short game is really important."

Begun in 1989, the Senior PGA Professional National Championship is modeled after the PGA Professional National Championship, with a field of 50-and-older senior PGA Professionals who advanced through 41 Section Championships conducted from July through September each year.

The top five finishers earn an exemption into the final stage of the 2012 Champions Tour National Finals. Since its debut, many participants in the Senior PGA Professional National Championship have used their success in the event as a springboard to a Champions Tour career.

Second-round scores:

Charlie Bolling, Glen Cove, N.Y.    72-69--141
Bill Britton, Colts Neck, N.J.    71-70--141
Bob Gaus, St. Louis, Mo.    69-73--142
Steve Parker, Houston, Texas    70-72--142
Eddie Terasa, Waukesha, Wis.    70-72--142
Sonny Skinner, Sylvester, Ga.    71-71--142
James Blair, Ogden, Utah    71-73--144
Kirk Hanefeld, Acton, Mass.    70-74--144
Carl Cooper, Humble, Texas    70-75--145
Mike Lawrence, Anderson, S.C.    70-75--145
Greg Baker, Boonton, N.J.    72-73--145
Jeff Coston, Blaine, Wash.    74-72--146
Robert Thompson, Huntsville, Texas    72-74--146
Quinn Griffing, Fort Wayne, Ind.    71-75--146
Audie Johnson, Lebanon, Tenn.    73-74--147
Stuart Smith, Reno, Nev.    73-74--147
Gary Groh, Highland Park, Ill.    71-76--147
Chris Starkjohann, Oceanside, Calif.    71-76--147
Mike Miles, Huntington Beach, Calif.    70-77--147
Jim Woodward, Edmond, Okla.    78-70--148
Bob Wolcott, Tunica Resorts, Miss.    73-75--148
Peter Oakley, Palm City, Fla.    71-77--148
Barry Evans, Charleston, W. Va.    76-72--148
Chris Dachisen, Warren, N.J.    75-73--148
Mitch Adams, Troy, N.C.    71-77--148
Bruce Nakamura, Vista, Calif.    69-79--148
Gary Robison, Canton, Ohio    70-78--148
Rick Karbowski, Worcester, Mass.    74-74--148
Dal Daily, Albuquerque, N.M.    74-74--148
Scott Spence, Galena, Ohio    74-74--148
Paul Trittler, Scottsdale, Ariz.    73-75--148
Mark Mielke, East Norwich, N.Y.    70-79--149
Joey Carranza, Fall City, Wash.    74-75--149
Ed Sabo, Tequesta, Fla.    75-74--149
James Kane, Edmond, Okla.    75-74--149
Perry Arthur, Plano, Texas    76-73--149
Lee Rinker, Jupiter, Fla.    71-78--149
Jeff Whitfield, Weldon Spring, Mo.    76-73--149
Michael Mitchell, Rancho Mirage, Calif.    74-75--149
Billy Sitton, Houston, Texas    76-73--149
Ralph Salito, Sherman, Conn.    74-75--149
Don Sweeting, Pinehurst, N.C.    74-75--149
Fran Marrello, Plymouth, Conn.    75-74--149
John Carney, Hoover, Ala.    71-78--149
Shawn McEntee, Petaluma, Calif.    74-75--149
Steve Veriato, San Marcos, Texas    74-75--149
Chris Tucker, Fort Mill, S.C.    75-75--150
Rob Phelps, Fayetteville, N.Y.    72-78--150
Mike San Filippo, Hobe Sound, Fla.    72-78--150
Ron Skayhan, Huntington Beach, Calif.    74-76--150
Gene Fieger, Naples, Fla.    74-76--150
Freddy Gibson, Orlando, Fla.    72-78--150
Leigh Brannan, Canton, Miss.    75-75--150
Bud Lintelman, Purcellville, Va.    73-77--150
Jim Empey, Boise, Idaho    72-78--150
Tim Parun, San Diego, Calif.    73-77--150
Tommy Brannen, Augusta, Ga.    75-75--150
Ron Beurmann, Jackson, Mich.    71-80--151
Tom Sutter, Mount Vernon, N.Y.    76-75--151
Nash Haxel, St. Louis, Mo.    76-75--151
Billy Rosinia, Indian Head Park, Ill.    72-79--151
Bill Loeffler, Littleton, Colo.    74-77--151
George Forster, Villanova, Pa.    75-76--151
Jeff Thomsen, Boise, Idaho    75-76--151
Bill Stines, Columbus, Ohio    75-76--151
Roy Vucinich, Moon Township, Pa.    74-77--151
JC Anderson, O'Fallon, Mo.    77-74--151
Bobby Hogan, Tonawanda, N.Y.    77-74--151
Rod Nuckolls, Wichita, Kan.    70-81--151
Bob Ford, Oakmont, Pa.    75-76--151
Don Berry, Brooklyn Park, Minn.    78-73--151
David Young, Scarborough, N.Y.    74-77--151
William Dodd, Jr., Phoenix, Ariz.    77-74--151
Joe Butler, Burlington, Iowa    73-78--151
Ralph West, Surprise, Ariz.    78-73--151
Jerry Tucker, Stuart, Fla.    77-74--151

Missed the Cut

Mark Sherman, Martinez, Calif.    76-76--152
Greg Farrow, Westampton, N.J.    71-81--152
Ken Martin, Wellington, Fla.    75-77--152
Kim Thompson, Salt Lake City, Utah    77-75--152
Joe Boros, Saxonburg, Pa.    71-81--152
Bob Ackerman, W. Bloomfield, Mich.    75-77--152
Mike Zinni, North Mankato, Minn.    77-75--152
Tim White, Midlothian, Va.    76-76--152
Tom Atchison, Stow, Ohio    75-77--152
Bill Israelson, Staples, Minn.    70-82--152
Rob Wilkin, Lenexa, Kan.    75-77--152
Kevin Hayashi, Hilo, Hawaii    77-75--152
Rick Lewallen, Kannapolis, N.C.    75-77--152
Bobby Heins, Purchase, N.Y.    75-78--153
Pat Stephens, Richmond, Ky.    73-80--153
David Thore, Wilmington, N.C.    74-79--153
Jim Sobb, Barrington, Ill.    76-77--153
Gary Sowinski, Schererville, Ind.    72-81--153
Daniel Wilkins, Laconia, N.H.    78-75--153
Frank Mellet, Voorheesville, N.Y.    81-72--153
Rick Morton, Jacksonville, N.C.    74-79--153
Brad Apple, Perrysburg, Ohio    75-78--153
Steven Gotsche, Great Bend, Kan.    79-74--153
Doug Rohrbaugh, Carbondale, Colo.    76-77--153
Jeff Marsh, Vancouver, Wash.    78-75--153
Dave Kendall, Saline, Mich.    76-78--154
Troy Schleicher, The Woodlands, Texas    74-80--154
Mike Burke, Towaco, N.J.    76-78--154
Randy Erskine, Lake Orion, Mich.    76-78--154
Bill King, Spring Lake, N.J.    75-79--154
John Calabria, Naples, Fla.    77-77--154
Robert Linville, Greensboro, N.C.    75-79--154
Shawn Kelly, Auburn, Calif.    75-79--154
Doug Perry, Fort Collins, Colo.    76-78--154
Mark Houser, Kingsport, Tenn.    75-79--154
Dean Sumner, Callao, Va.    80-74--154
Butch Sheehan, Rancho Mirage, Calif.    79-75--154
Ron Castillo, Lihue, Hawaii    78-76--154
Chuck Milne, Vancouver, Wash.    80-74--154
Craig Stevens, Dallas, Ga.    75-79--154
Jim White, Lincoln, Neb.    75-79--154
Ken Krieger, Cheyenne, Wyo.    77-77--154
John Francisco, Westminster, Md.    80-74--154
Stu Ingraham, Newtown Square, Pa.    79-75--154
Carlton Blewett, Roswell, N.M.    79-75--154
Bill Sautter, Ocean City, N.J.    75-79--154
Fred Holton, Phenix City, Ala.    78-76--154
Mark Faulkner, Marion, Ill.    74-80--154
John Kerins, Hermitage, Pa.    79-75--154
Chris Black, Lancaster, Ohio    79-76--155
Danny Elkins, Roswell, Ga.    78-77--155
Kevin DeNike, Davenport, Iowa    77-78--155
Mike Nokes, San Diego, Calif.    75-80--155
Philip Miranda, Austin, Texas    75-80--155
Mike Caporale, Manhasset, N.Y.    73-82--155
John Nelson, Coral Springs, Fla.    77-78--155
Michael Cook, Sonora, Calif.    76-79--155
Steve Brady, Oakland Township, Mich.    76-79--155
Rea Schuessler, Gulf Shores, Ala.    75-80--155
David Carich, Noblesville, Ind.    78-77--155
Pete Busch, Kenilworth, N.J.    78-77--155
Donald Hurter, Castle Rock, Colo.    78-77--155
Mick Soli, San Carlos, Calif.    81-75--156
Willie Smith, Locust Grove, Ga.    78-78--156
Ken McDonald, Houston, Texas    79-77--156
Danny Loken, Fifty Lakes, Minn.    81-75--156
John Paesani, Mattapiosett, Mass.    73-83--156
Russ Davis, Acworth, Ga.    80-76--156
Larry Mackin, Queen Creek, Ariz.    78-78--156
Jon Corliss, Virginia Beach, Va.    74-82--156
Bill Mory, Haslett, Mich.    77-79--156
Denny Ford, Indianapolis, Ind.    76-80--156
Cleve Coldwater, Clarks Summit, Pa.    73-83--156
Kevin Muir, Birmingham, Mich.    80-76--156
Kris Moe, Santa Rosa, Calif.    77-79--156
Edward Whitman, Blairstown, N.J.    79-78--157
Paul Parajeckas, Woburn, Mass.    77-80--157
Michael Baker, Hermon, Maine    82-75--157
Eddie Mudd, Louisville, Ky.    78-79--157
Roger Mack, Marietta, Ga.    80-77--157
Thomas Herzan, Findlay, Ohio    81-76--157
John Lee, Naples, Fla.    80-77--157
Ty Roush, Mason, W. Va.    76-81--157
Tom Joyce, Huntington, N.Y.    77-80--157
Jim Pike, Sammamish, Wash.    79-78--157
Jim Cichra, Pittsburgh, Pa.    80-77--157
Bruce Zabriski, Rye, N.Y.    80-77--157
Glen Stubblefield, Valley Springs, Calif.    76-81--157
Jeff Smith, Oskaloosa, Iowa    76-82--158
Mike Borich, Salt Lake City, Utah    83-75--158
Wayne DeFrancesco, Columbia, Md.    79-79--158
Scott Sommers, Frederick, Colo.    78-80--158
John Aubrey, Butler, Pa.    80-78--158
Lee Houtteman, Glen Arbor, Mich.    80-78--158
Mark Kirk, East Aurora, N.Y.    79-79--158
Michael Zaremba, Pueblo West, Colo.    79-79--158
Darrell Kestner, Glen Cove, N.Y.    75-83--158
Paul Norris, Dallas, Texas    72-86--158
Perry Holmes, Denver, Colo.    74-84--158
Roger Gunn, Oak Park, Calif.    78-80--158
Fred Haney, Tigard, Ore.    74-85--159
Rodney Blair, Hamburg, N.Y.    76-83--159
Mike Antonio, Omaha, Neb.    77-82--159
Walt Chapman, Knoxville, Tenn.    79-80--159
Steve Munson, Greeneville, Tenn.    82-77--159
Steve Bosdosh, Clarksburg, Md.    78-81--159
Mark Ruthey, Port Byron, Ill.    79-80--159
Stu Nelson, Herriman, Utah    76-83--159
Dale Jones, Eagan, Minn.    76-83--159
Jim Gaugert, Lake Geneva, Wis.    80-79--159
Daniel Hornig, San Jacinto, Calif.    78-81--159
Frank Dobbs, Port St. Lucie, Fla.    71-88--159
Tony Malatesta, Huntley, Ill.    77-82--159
Rick Bronson, Mexico, N.Y.    83-77--160
John Bermel, Cedar Falls, Iowa    80-80--160
Ronny Glanton, Richardson, Texas    81-79--160
Tom Sullivan, Sheffield, Mass.    75-85--160
Pat McTigue, Tulsa, Okla.    75-85--160
Chuck Young, Duncanville, Texas    77-83--160
Rob Horak, Fairport, N.Y.    78-82--160
John Godwin, Pine Mountain, Ga.    84-76--160
Michael Brooks, Naples, Fla.    81-79--160
Bill Sellers, Orlando, Fla.    80-80--160
Bill Andrews, Greenland, N.H.    78-82--160
David Levine, O'Fallon, Mo.    78-82--160
Gary Knapp, Boca Raton, Fla.    77-83--160
Randy Helton, Shelbyville, Tenn.    79-81--160
Skip Tredway, Omaha, Neb.    78-83--161
Mike Parrish, Madison, Ala.    83-78--161
Rick Neal, Springfield, Mo.    77-84--161
John Graham, Idaho Falls, Idaho    77-84--161
John Schneider, Mount Pleasant, Wis.    82-79--161
Mo Guttman, Sarasota, Fla.    81-80--161
Steve Groves, Columbus, Ohio    78-83--161
Rick Cole, Eaton, Colo.    79-82--161
Kevin Syring, Demarest, N.J.    81-81--162
Jay Taise, Waikoloa, Hawaii    79-83--162
Rob Gibbons, Molalla, Ore.    79-83--162
Daniel Thore, Reidsville, N.C.    77-85--162
Mike Smith, Titusville, Fla.    75-87--162
Rodney Wilson, Burlingame, Calif.    78-84--162
Gary Trivisonno, Aurora, Ohio    77-86--163
Peter Serafimoff, New Smyrna Beach, Fla.    78-85--163
Ken Corliss, Columbus, Ohio    78-85--163
Jeffrey Shaw, Seattle, Wash.    89-74--163
Tom Dolby, Berlin, Wis.    76-87--163
Pat Delaney, Springfield, Ohio    84-79--163
Phil Taylor, Atlanta, Ga.    78-85--163
Mike Hamblin, Twin Falls, Idaho    84-79--163
Jimmy Hamilton, Knightdale, N.C.    83-81--164
Dennis Myrick, Glenshaw, Pa.    82-82--164
Mick DeKorver, Grand Rapids, Mich.    78-86--164
Garry Nelson, Florence, Ky.    87-77--164
Jim Karr, Palm Beach, Fla.    79-85--164
Craig Campo, Alexandria, La.    76-88--164
Don Allan, Cherry Hill, N.J.    75-89--164
Jim Slattery, Clearwater, Fla.    77-87--164
Paul Jaycox, Cobleskill, N.Y.    82-83--165
Bob Lendzion, Las Vegas, Nev.    85-80--165
Gerry James, Ponte Vedra Beach, Fla.    79-86--165
Mark Gardner, Spokane, Wash.    78-87--165
Kim Dolan, Las Vegas, Nev.    77-88--165
Lance Taketa, Hilo, Hawaii    79-86--165
Don DeAngelis, Norristown, Pa.    82-84--166
Ted Perez, Westfield, Mass.    85-81--166
Daniel Koesters, Las Cruces, N.M.    81-85--166
Stephen Diemoz, Portsmouth, R.I.    86-81--167
Dick Wagley, Winnetka, Ill.    81-86--167
David Nolan, Ray Township, Mich.    85-82--167
Stanley Cooke, Homosassa, Fla.    79-88--167
Scott Steger, Anderson, Ind.    85-82--167
Richard Prange, Mount Prospect, Ill.    81-86--167
Steve Cox, Hodgenville, Ky.    84-84--168
Doug Bauman, N. Barrington, Ill.    81-88--169
Matt Vandelac, Hayward, Wis.    84-85--169
Doug Dunbar, Columbus, Neb.    84-86--170
David DeSantis, Salt Lake City, Utah    76-94--170
Bill Sakas, Northbrook, Ill.    78-92--170
Jim Phenicie, Houston, Texas    88-82--170
Matt Stireman, Jackson Hole, Wyo.    86-86--172
John Sikes, Frankston, Texas    90-82--172
Lawrence Auer, Mobile, Ala.    84-90--174
Don Germer, Omaha, Neb.    80-95--175
Russell Schreiber, Fayetteville, N.Y.    88-87--175
Ray Lamb, Crawford, Texas    90-89--179
Gavin Darbyshire, Venice, Fla.    86-96--182
Rob SHUEY, Mechanicsburg, Pa.    NC--NC
Dennis WINTERS, Bishopville, Md.    DQ--DQ

Paid in full?

Careful thought needs to be given to finding the right system for paying associates, warns Bob McTear.

Under the new General Dental Services (GDS) contract, payments to dentists should become much simpler because the monthly amount will be calculated simply by dividing the annual contract value by 12.

In April, all non-PDS, NHS dentists will receive their normal payment under the old GDS contract and it is likely that there will also be some run-off payments into May and June.

The first payment under the new GDS contract will be made on 2 May, with subsequent payments on the first working day of each month. Associates can therefore expect to receive an extra payment in early May assettlement of their share of the first new GDS payment.

At Humphrey and Co, we are suggesting that payments to associates be deferred to protect both the principal and the associate. The annual contract is based on each dentist achieving their target Units of Dental Activity (UDAs).

Obviously UDAs will not be performed evenly each month – some dentists will be ahead of their target, others will be behind. Were associates to leave the practice without fulfilling their contract or fail to reach their annual UDA target, there would be financial implications, because once an associate has left it would be very hard to recover money from them.

So we are advising our clients to be cautious. Our concerns are based on the importance of principals and associates having a good understanding – making sure both sides are happy with the payment system is vital to the working relationship. We are therefore suggesting two possible methods of paying associates.

By far the simplest method – and probably my preferred option – is for principals to continue to pay associates in arrears. This would entail a two-step process:

• Pay associates at the end of April based on their March FP17s as usual

• At the end of May, pay associates their portion of their new contract value (after their usual deductions) received on 2 May plus their portion of any run-off payments received in May.

This method means associate payments will continue to be made about a month in arrears, leaving funds in hand to correct problems if the contract is not fulfilled.

Practices with good payment systems could pay associates on the UDAs they carry out. The thing to avoid here though is overpaying your associates – it’s good for their bank balance but not yours. You are unlikely to be paid for over-achieving the UDA target and you do not want to encourage your associate to achieve the annual target in only six months!

If you use this method we suggest you place a limit on the monthly UDAs to be paid. Any surplus can be carried forward and paid in a month when UDAs are low. Whichever method you choose, make sure it is covered in the associate’s contract and that everyone concerned, including the practice manager, is clear about the arrangement. Making sure the payment system is fair to all concerned is an important step in generating the positive working environment, which will be essential in the coming months.

Bob McTear is a senior partner at accountancy firm Humphrey and Co and a member of the National Association of Specialist Dental Accountants (NASDA). To find out more about Humphrey and Co or NASDA, go to www.nasda.org.uk.

An online presence

James Goolnik explains why even dental practices must bring their business to the web.

Many practice managers dwell over whether their businesses should have a website. In my opinion even dental practices, which invariably do not sell products online, must have a professionally designed website. But how many dentists actually consider the importance of technology outside their practice?

The internet offers a wealth of instant and up-to-date information. Dental practices can use this mass medium and reap instant benefits from an online business presence. A web site can be used to promote your practice and even screen patients.

Before jumping on the band wagon however, a number of issues must be considered so that your new website fulfils your expectations.

Here are my top tips to create an effective and professional online presence.

1. Stick to your budget

Website prices and design costs vary considerably and are based upon the amount of content and graphics required. Calculate your budget and stick to it. Basic websites offering limited interactive functions start from about £400. More bespoke website design services start from £2,000.

2. A memorable domain name

Most one or two word domain names have already been sold, but try and find one that is short, memorable and easy to spell. Ensure that whoever hosts your website offers excellent 24-hour telephone support and remember to renew your domain name every year.

3. Attractive website content

Discuss with your website designer the overall image you want for your business. Buying graphics from stock is a cheaper and perfectly acceptable option, but there is always the chance that the same images are being used on another website. Professional photography will guarantee exclusive rights to images that you decide to use.

Take professional advice over the level of content of your website, particularly with graphics: too much information will make it harder and slower for visitors to find the information they are seeking.

Choose a site design that is easy to navigate and ensure you have considered your content and layout thoroughly in order that everything you want is included. Whilst every dental practice’s website will differ in content, the following should always be included:

• Practice contact details

• Map with directions

• Treatments offered

• Details of practice

• Prices

• Patient testimonials.

4. A clear message

One of the most important factors you must consider when designing a website is continuity. Decide on an image you want to project and stick to it. You may already have a practice logo, literature and stationary.

At every point of contact with clients, including your new website, ensure that you maintain this image. A well-designed and easy to navigate website will encourage and attract high-end patients and will prove to be well worth the effort.

5. Finding your website

Finally, let your clients know about your new website once it is up and running. Ensure that the website address is printed on all of your practice stationary and literature, andmake sure you promote the site in free local directories and search engines.

As a full member of the British Academy of Cosmetic Dentistry (BACD) you can list your practice on their official website, which can be viewed by anyone who visits the BACD site (www.bacd.com).

A competitive advantage

With the next step in the reform of NHS dentistry looming, practice managers must devise effective competitive strategies in order to surviv...

NHS dentistry is facing its biggest shake up in 50 years. Under increasing pressure to improve both productivity and raise the level of patient care, practice managers are charged with identifying new ways to gain a competitive advantage over rival practices. Customer satisfaction and practice profitability are undoubtedly linked closely to product and practice quality.

In 1980 Michael E Porter, a professor of business administration at Harvard Business School and a renowned leader in management thinking, introduced a model of sustainable competitive advantage. The Porter model suggests that the state of competition in an industry depends on five basic forces and that the strongest force determines the profitability of an industry.

By analysing these forces and predicting their interaction in the future, Porter argued that managers can position a business to capitalise on the opportunities and mitigate risk. Under pressure to devise new business strategies, dental practice managers would be well advised to consider established business strategies like Porter’s Five Forces model.

The five forces that Porter suggests drive competition are:

• Threat of new market entrants

• Threat of substitute products

• Bargaining power of buyers

• Power of suppliers

• Positioning of the current competition.

The five forces model should be used as a tool by practices to assess the value of dentistry as an industry and the competitiveness of a practice within dentistry.

How easy or difficult is it for new practices to enter the dental industry? The financial cost and experience needed to establish a successful practice is a highly-restrictive barrier to entering the industry. The biggest threat to existing practices comes in the form of practice associates who, disillusioned with their own career and with the necessary resources at hand, attempt to establish their own practice. And in light of recent reports indicating that the industry could soon be 5,000 short of NHS dentists, securing patients would not be a restraining factor.

How easy could dentistry be substituted? The threat of substitution to dentistry at macro level is negligible, but the situation at practice level is clearly different. Clinicians offer a range of options for each

treatment that are artificially constrained by government regulation.

From April 1 the restrictive fee-per-item structure ends and the opportunity to substitute materials and procedures will begin. Dentists will be free to utilise techniques that they feel offer clinical benefits to clients and deliver higher profits to the business.

How strong is the position of the customer? The most powerful of Porter’s five forces is undoubtedly the power of the customer. The current fee-per-item structure controls the price of dentistry in the UK. Instead of over 400 prices for different items of treatment, from April 1 a simple system of three bands will be introduced.

Primary care trusts will be empowered with local control of resources of dentistry. Patients will be in a far stronger position to influence competition within dentistry. Patients also tend to be price sensitive when purchasing products that are undifferentiated, expensive relative to their income and when quality is not important.

How strong is the position of suppliers to the dental industry? Susceptible to the fortunes of the industry, the relatively few suppliers that do exist protect both the industry and patient’s interests via reasonable pricing and ploughing resources into research and development and lobbying.

Does strong competition between existing practices exist? Rivalry within dentistry is intense due to the fragmented nature of the industry. Differentiation exists in the form of NHS and private practice. Private patients shop for alternative treatments and are receptive to different levels of customer service. If a practice focuses resources on negotiating with a PCT to provide income it should adopt a different approach to one focusing on its customers for income.

The wise business strategist will analyse the current macro and micro environment and predict future industry circumstances. The April 1 changes will open the door for dentistry as an industry to increase profitability.

Individual practices are challenged with developing strategies that will enhance their competitiveness. Analysis of models on sustainable competitive advantage, including Porter’s Five Forces model, are recommended. Practices that fail to adopt new and tailor-made strategies and simply accept a PCT contract cannot and should not expect to benefit from the new opportunity.

My advice to practice managers is be clear who your customer is – the PCT or the patient. Product differentiation is the key here. In the case of PCT’s, managers must establish and deliver exactly what the individual trust wants and tailor your product accordingly. And with over 720 varied PCTs in the country, you cannot assume that you know the answers without asking the questions.

Alternatively, if your customer is the patient, can you explain why they should use your practice as opposed to a competitor? A practice must invest in new products and enhanced services which delight the customer. Comfortable offices, modern equipment and customer-focused staff add no direct clinical benefits, but are vitally important to the customer and fundamental prerequisites to a successful practice.

Only when a manager views its practice as a business and understands its patients as customers can a strategy of sustainable competitive advantage be implemented. Delivering customer value and satisfaction is the only route to success. Rudimentary analysis of the individual patients’ needs, wants and ability to pay will highlight an enormous amount of latent opportunity. The job of the business sales team is to satisfy this opportunity profitability.

Up to speed

Steve Brookes, VT trainer at Woodview dental practice in Northampton, tells Julie Ferry what he’s looking for from vocational dental pract...

What are the main attributes you’re looking for in potential vocational dental practitioners (VDPs)?

The most important thing for us as trainers is for our VDPs to show a willingness to learn. They also need to have the ability of reflective learning, so if they do a filling and it goes wrong, they should then look over it and question why it went wrong rather than sticking the same filling in over and over again.

Hand in hand with this goes being open to constructive criticism. They need to be able to take it well and not get sulky about it. Finally, they have to be able to go into a practice that is running smoothly and fit in with the team.

What do VDPs learn during their Vocational Training (VT) year?

The whole idea of the scheme is to bring VDPs totally up to speed with everything, so they are fully trained and aware of all of the areas in dentistry. They have lots of different training days to go to where they experience a whole range of things. They get hands-on experience of endodontics, minor oral surgery skills and much more. You name it and we cover it during the course.

One of the things that I do with my group is have a few presentations each year from the defence organisations. I believe it is very important for VDPs to know about this area of dentistry because they are particularly vulnerable to it in their first few years out of dental school.

VDPs are notorious for having a good time. How do you ensure they keep a balance between work and play?

Well, my scheme visits Chicago for a dental conference every year, which a lot of the other schemes don’t. We go for a whole host of reasons: first, it is good fun and second, it is good for the VDPs to see how dentistry works in another country. We hear so much about how fantastic American dentistry is, that it is good to actually see it for yourself.

The group have to attend lectures and the trade show and so they come back with a lot of CPD from that. In terms of working with them as a group, they are definitely a different bunch when they come back from Chicago to when they went. You get to know them a lot better and they tend to treat me as an adviser on a much more equal basis. Consequently you get much better dynamics in the group, which contributes to a better educational environment.

What advice would you give to final students that are apprehensive about their VT year?

You have to get onto a good VT scheme and work at a good practice with a good trainer. The best thing you can do is speak to people at your university who know the VT schemes well and get some feedback and advice from them.

When you are looking at different positions try to speak to the current VDP who is leaving the practice. With my practice I insist that anyone I offer a place to must speak to the VT in the practice when I’m not there to get a real idea of what the job is like. If the trainer at the practice you want to work for is funny about that then I suggest you walk away and find another position.

Do you notice any problems or gaps in VDPs knowledge?

Everyone is different. Some VDPs are fantastic whereas others will be less proficient. As the years have gone by I have noticed that graduates generally get a lot less clinical experience and as a very wide rule, I don’t think they are as good at taking teeth out. They have quite a lack of experience of some of the more advanced restorative work. For example, many have very little bridge experience and haven’t done a great deal of endo work.

Do you think VT will carry on in the future?

That is a very difficult question as it is going through so many changes at the moment. There are a few problems with VT. Firstly, it’s a brilliant system but it costs the government a lot of money. Secondly, it isn’t mandatory across the whole of Europe. That means that dentists can come from Europe and go straight into practice without doing VT, which some British graduates find unfair.

I think we’ve come to a crossroads now as the Committee for Vocational Training has gone, the Dental Vocational Training Authority is about to be disbanded and the whole structure and working of VT is being moved down to individual Primary Care Trusts. The responsibility for the curriculum will come down to each postgraduate dental dean.

There is also a big move in some parts of country to change VT to a General Professional Training (GPT) model, where you have to do two years training. They already have this in Scotland, as well as a competency test at the end, which Wales are now looking at introducing.

In England there is no formal assessment or qualification exam at the end of VT and this may be another thing that changes. It seems like it is either the beginning of the end for VT or the start of a new beginning.

So what does a VT year involve?

• Vocational training involves spending a year in an approved practice, working on a standard contract under the supervision of a trainer

• VDPs who successfully complete training are allocated a VT certificate and number that allows them to work independently in the NHS.

• New graduates can also undertake VT in the CDS (Community Dental Services) or in the armed forces under a scheme run by the DDA (Defence Dental Agency)

• VDPs spend four days a week in practice and one day on day-release at the study day course. They also have a weekly tutorial with their VT trainer

• VDPs do not take a final exam. They are assessed during their training, using a ‘professional development portfolio’ that they complete throughout the year. The portfolio then goes to the post-graduate dental dean who decides whether they have satisfactorily completed VT

• There are around 70 VT schemes in the UK. Intake occurs twice a year; once in summer and once in winter. Each of the 15 deaneries (regions) publishes a list of its available schemes and these can be acccessed on the DVTA website.

For more information, visit www.bda-dentistry.org.uk or www.dvta.nhs.uk.

Picking your practice

When choosing your first post, watch out for the sales patter and have your checklist at the ready, says Dental Protection.

At some stage after graduation, many dentists will find themselves looking for a new practice and there will be many to choose from. But as with checking out rooms to rent, a property to buy or simply a piece of equipment at a dental exhibition, don’t forget that you’ll be talking to sales people who are working hard to make the whole deal look and sound particularly attractive.

Choosing a practice is an important decision. It will directly impact on your happiness and wellbeing, and your income as you start to repay any student debt. You will spend more waking hours in your surgery than you will at home or in your bed, so take your time, think carefully and choose wisely.

Find out as much about the practice as you can. Remember, practice literature can be very revealing! Key points to look out for include:

• Where is it?

• How long has it been established?

• What sort of area is it in?

• How many dentists and how long have they (each) been there?

• Are they partners/associates/VDPs etc?

If it seems promising, arrange a visit during surgery hours to get a feel of the practice when it’s busy. You also need to be able to meet the practice team – in particular, any existing associates, the reception/administrative staff and (if possible) your future nurse.

A visit after hours when the practice is closed will not allow you to form a rounded impression. Allow enough time to check out the immediate area – ask the local pharmacy or nearby shops about the good dentists in the area. Check the practice entry in the local Yellow Pages - what does it say to you?

At this stage in your career you may not have been round too many different practices, so here are some practical tips to help ensure that what you see is what you get.

New practice checklist

• How many patients are there?

• As a performer, what terms are the practice offering you and can you have a copy of the contract?

• What sort of contract does the practice hold with the PCT – is this likely to change?

• What is the patient split? Adults/children, NHS/private, private/capitation?

• Where will your patients come from?

• The appointment book. How many patients are booked in per day? Is it busy or are there gaps? (This is important if you are taking over from a departing associate). How many new patients? Is the appointment system organised or chaotic?

• What are the arrangements for emergencies and out-of-hours cover?

• What are the arrangements if you need to take time-off outside the holiday period defined in the contract? (For example, illness.)

• Infection control policy. Does the practice have one? Is there a central sterilisation area? If so, ask to see it.

• Staff training. Who goes on courses, and how often?

• X-ray equipment and processing facility. Check out the quality of any recently taken X-rays. Who takes them?

• Laboratory standards. Ask to look at any crowns/dentures waiting to fit.

• Are there adequate facilities for children and the elderly?

• Patient information. How actively is the practice promoting its services?

• Computerisation. What’s electronic and what’s manual and why? How long has the system been used? Will you be trained to use it?

• Working environment. Be sure to spend plenty of time in the surgery where you are likely to be working.

Remember, get a feel for the practice and don’t be rushed. Taking your time now will avoid any regrets later.

Dental Protection members can obtain advice on this and any other issues via the helpline 0845 608 4000.