The Digital Generations

By Anthony M. Puntillo DDS, MSD

Dr.-Puntillo-PictureThe majority of the U.S. Workforce today is comprised of three generations:  Boomers (1946-64), Xers (1965-80) and Millennials (1981-99), each generation with its own unique set of characteristics.  The American Association of Orthodontists (AAO) now reports that more than 51% of its membership is composed of Gen Xers and Millennials.  By virtue of their birth timing Xers and Millennials, including myself (1966), were the first generations to grow up with computers in their homes.  Although Gen Xers differ from Millennials in many ways, technology is now ingrained into nearly every part of both generations’ lives.  For those Xers and Millenials that also happen to be orthodontists, this attachment to technology includes not only their personal lives, but also their orthodontic practices.

Over the last few years, my blog posts have centered on the discussion of a “Digital Orthodontic Practice.”  A digital practice must include not only the management and record keeping aspects (paperless) of our offices, but also clinical diagnosis and tooth alignment functions.  In this post, I want to highlight the current opportunities for moving digital in the clinical portion of your practice.

Diagnosis:

The clinical care for most orthodontic patients begins with a diagnosis and a treatment plan.  Given that Kodak is now only a shell of the company that it once was, I think it is safe to say most orthodontic practices are now taking digital photographs, instead of film, as part of their diagnostic records.  The recent 2014 JCO study of Orthodontic Diagnosis and Treatment Procedures1 found that more than 91% of the respondents used digital radiography, 69% used CBCT either routinely or occasionally, 41% used digital models and 28% used intraoral digital scanners.  Additionally,  the American Board of Orthodontics (ABO) recently announced that all initial models for their exam must be submitted in a digital format.  While the JCO survey included a relatively low number of respondents (n=135), I believe the findings are indicative of the Electronic Health Record (EHR) movement in all of the health care profession.  This movement, aided by government mandates and subsidies, has now breached the threshold level.  The train has left the station.  If you and your practice intend to stay relevant over the next decade, you absolutely need to be utilizing digital diagnostic records.

Tooth Alignment:

As our profession transitions to a digital diagnostic record norm, some are looking to move beyond diagnosis to digitally construct tooth aligning appliances.  In 1999, Align Technology opened the door to digital orthodontic tooth alignment with the introduction of the Invisalign system.  The system at that time relied upon traditional dental impressions, but today intraoral scanners and 3D printing have allowed for the elimination of the impression procedure.  Whether it be Align, or any other current Clear Aligner option, a digital model (.STL) of a patient’s dentition can be captured with a scanner, the teeth can be aligned using computer software, and treatment appliances (clear aligners) can be fabricated by machines based off of the digital “plan”.  Furthermore, this process can now also be utilized for patients using traditional bonded brackets.  Custom brackets along with custom bracket placement jigs and custom wires digitally planned and robotically bent are possible.  In large part because of costs and the learning curve, the digitization of clinical orthodontic procedures has not yet been completely accepted.   However, as the techniques become more refined, we should expect the cost to include them into our practices to decrease and implementation by the tech savvy Xers and Millennials to accelerate.  If you are an Xer or a Millennial, and have not already incorporated digital tooth alignment into your practice, you should be planning to do so in the near future.  If you are a Boomer, and potentially less comfortable with technology, you need to consider if you can afford to ignore this change.

Creating an esthetically pleasing and stable smile, can be a bit like designing and constructing a building.  In a recent conversation with a Boomer architect friend of mine he described the digital changes his profession has undergone.  My friend reported that my office, built in the year 2000, was one of the last buildings he drew by hand.  All of his projects now are digitally designed using 3D CAD technology, allowing him to plan and visualize the end construction result more effectively.  The transition in the architectural profession took time and learning.  Change is never easy.  However, as my friend now approaches the end of his career, he finds the “old” way inefficient and less accurate.   Whatever generation you were been born into, I encourage you to embrace the digital change our profession is in the midst of.  I am certain a digital orthodontics will ultimately benefit you and your patients.

1Keim Et.Al. 2014 JCO Study of Orthodontic Diagnosis and Treatment Procedures, Part 1: Results and Trends Journal of Clinical Orthodontics 2014; 48:10 pages 607-630.

Virtual Setups Using Intra Oral Scanners for Same Day Consultation

IOScan_exampleBy John White DDS, MSD, ABO

Having been in orthodontic practice for 35 years, I’ve seen a lot of changes in all aspects of orthodontic care.  Most changes have been totally under our control and are merely choices. Whether you choose to use self-ligating appliances or not impacts your mechanics but not really your ability to produce an excellent result. Most cases do not require a CBCT to adequately diagnosis or treatment plan to achieve that same excellent result. Robotic orthodontics, also known as pre-bent appliances, have benefits and drawbacks, but once again are unnecessary for creating that “perfect smile”. Most of us have never done more than dabble in lingual appliances; without any loss to our practice. And while clear aligner therapy has probably the greatest (potential) impact on the traditional delivery of orthodontic care, there are plenty of very successful orthodontic practices that presently don’t use it at all or only on a limited basis.

That being said, competition in the market place has changed significantly, from the outside. We can’t rely on the “gold plated” referrals from our GP colleagues like we once did. Second opinions are becoming the norm. We have one chance to develop a relationship while we present our treatment “design”.  We deal less with patients and more often with consumers.  Where we used to do exam / records / consultation on separate visits, the sequence has evolved for many of us into a single visit. We used to show our beautifully finished cases with plaster models and photos, or cut and pasted smiles from the AAO smile library and so forth. Today’s consumers want more.

The advent of CAD/CAM treatment planning and design software is changing all that.  We now have the ability (and even possibly the responsibility) to do virtual treatment planning, trying out options and alternatives with accuracy and predictability. The ability to customize everything about treatment from the beginning goes beyond the capability to modify and adapt the otherwise generic prescriptions and archforms of the past to match the particular patient’s needs.

Tens of thousands of patients have seen their clear aligner predictions or pre-bent setups. This is changing the exam and consultation process. Patients are becoming aware that we can show them what their teeth will look like post treatment. An interactive approach to smile design and occlusion function is not only possible but a significant advance in marketing and patient appreciation of what goes into their treatment plan beyond just straight teeth.

For purists, one of the leaders in CBCT scanners is currently beta testing 3D integration of IO scans with CBCT imaging and computerized jaw tracking.

There are stand-alone software that permits visualization and treatment planning of IO scanned data, and some IO scanners come bundled with similar software.  Some scanners are not only able to directly scan to aligner companies, but also come bundled with “Treatment Simulator” software.

While I am invested primarily in a single technology, I routinely use several of these and am doing trial runs of others. The learning curve is not terribly steep for any of these. And they all work.

The logistics of same day exams with IO scan and treatment simulation becomes the biggest hurdle.  We do an office tour ending with a CBCT (with face scan) and photos, if the IO scanner is available and the patient has time, we do an IO scan. This combination takes 30-40 minutes (as opposed to 20-25 without IO scan). While we review CC and get acquainted, everything is loaded.  The treatment simulation is run in the background (the 3 treatment algorithm choices are preselected).

After we have reviewed my diagnosis we look at the treatment simulation and start moving teeth to reflect my recommendations and patient wishes.  This not only increases patient engagement but shows that I am intimately involved in the treatment design, not just letting the computer treatment plan for me. It helps explain tooth size discrepancies and why IPR may be necessary (even on extraction cases). We can measure expansion and torque requirements and cuspid inclination. And it is especially useful for pre-restorative setups; visualizing spacing and vertical setup, bonding undersize laterals, etc.. Multiple treatment scenarios can be done to help illustrate trade-offs in compromise cases.

Not only is there improved communication with and education of the patient/parent, but a unique understanding of the case above and beyond the “Old Days” where I fondled a set of soaped and polished study models or CR mounted models.

Finally, we can re-establish our reputation with consumers as the experts in orthodontics by using and properly explaining to them the benefits of this technology.

What is “Big Data” and How Is It Related to the Practice of Orthodontics?

Dr.-Puntillo-PictureBy Anthony M. Puntillo DDS, MSD

Have you heard of the term “Big Data”?  My guess is that for many orthodontists the term is likely a bit like the term “The Cloud.”  They may have a general idea of the concept, but are not entirely sure how it is or will be important to them.  In fact, there is a strong relationship between the two terms that I will discuss later in this article.  First, however let’s look at “Big Data” by itself.  According to Wikipedia “Big data is a blanket term for any collection of data sets so large and complex that it becomes difficult to process using on-hand data management tools or traditional data processing applications.”

In 2009 the United States Congress passed the American Recovery and Reinvestment  Act (ARRA) which included the Health Information and Technology for Economic and Clinical Health Act (HITECH).  [For a detailed summary of this legislation please see Kirt Simmons blog posting from July 9, 2012 “The Electronic Patient Record: How it Affects the Private Practitioner”]. One of the requirements of HITECH is that full implementation of electronic health records (EHRs) for all patients is required by 2016.  The requirements of this act specifically pertain to healthcare providers who participate in the Medicare and Medicaid programs.  That means that currently few dentists are covered by this mandate.  However, this does not mean that we are not being affected.  Since 2009 doctors and hospitals across the country have spent billions of dollars, with the help of government subsidies, converting paper based systems to electronic digitally based health records.  These new digital systems are now collecting vast amounts of valuable data related to patient care.  Much of this information was collected before the legislation, but in a paper non-standardized format that was not easily aggregated and retrievable for meaningful analysis.  The value of all of this collected digital data is only beginning to be fully understood.  Big Data from all healthcare providers is being aggregated and programs to analyze the data are being used to improve the quality, safety, and efficiency patient care.  Hospitals are examining treatment protocols and doctors are making better informed treatment decisions based on the previous care of thousands of similar patients.

As I stated earlier, the EHR requirement of HITECH does not specifically pertain to most orthodontists so why is this important to us?  Many orthodontists have or are now also in the process of converting their practices to paperless systems (without the assistance of the government money).  Several of the orthodontic specific software vendors offer cloud based systems and here is where “Big Data” and “The Cloud” come together.  The aggregation of data from hundreds or thousands of individual private orthodontic practices into cloud servers is beginning to open the door for data analysis (mining).  Just think about how valuable that information can be to our patients and practices.  Most of the research studies published in our journals today involve treatment samples of less than one hundred.  The biannual Journal of Clinical Orthodontics Practice Study generally relies on the input for a few hundred survey responders (out of a possible pool of more than 8,000). Wouldn’t it be helpful for us to know the most efficient type of Class II corrector based on the actual metrics collected from the previous care of thousands of patients treated in practices all across the country or the globe?  Wouldn’t the knowledge that your treatment times/appointments vary significantly from the national or regional averages be useful? There is little question that access to “Big Data” analytics will offer our profession the opportunity to improve treatment quality, safety and efficiency for our patients just as it is beginning to do for the other fields of healthcare.

Who moved my DICOM?

by Juan Martin Palomo DDS, MSD
[email protected]

Most orthodontists associate the term “DICOM” with Cone Beam Computed Tomography (CBCT).  DICOM however represents much more than that.  DICOM, which stands for “Digital Imaging and Communications in Medicine,” is the international standard for all medical images and related information.  Any radiograph, 2D or 3D, as well as photographs and even text documents can be stored as DICOM files.  DICOM represents is a non-proprietary file format that can be accessed by any software regardless of the hardware and software used in the capture stage.  Think of it as the equivalent to a .jpg, .tif, or .pdf, with many extras. Most importantly, it replaces company-specific file formats making data accessible by anyone in the healthcare field.

Many of us have had to at some point in time change management software systems, or send information to referring or transfer offices.  This would be very simple if everybody involved used the same software or if all software read the same formats. When this is not the case complications may occur.  Software programs use their own proprietary file formats because 1) they have invested a lot of time and resources to make the files efficient, and 2) they want to protect their intellectual property.  This can be a shortcoming to the user if there is no option for exporting the data in a format that can be opened with other programs.  It is important for anybody buying clinical software (regardless if it comes with x-ray equipment or not) to make sure that not only can it read DICOM files, but that it is able to export data into that format too.

A DICOM file has multiple layers of information embedded within it.  A DICOM file contains the patient’s name, demographics, information about the capture system, the date, etc. So a DICOM file located on a computer hard drive is much better than an unlabeled radiograph or picture laying on the desk. It has all the identifying information embedded within it.  This is obvious when a DICOM file is opened and the patient’s personal information is quickly displayed.  Additionally, most DICOM viewers also use the data embedded within the file to assign the patient’s identity, helping avoid the mismanagement of images (i.e. placing the wrong image into a patient’s file).  If your current software does not read DICOM files, don’t worry.  There are plenty of DICOM readers free of charge that can be easily downloaded that will perform most necessary tasks.

Lastly, when archiving images, make sure to do so in the DICOM format because there is no guarantee that your specific software will be available forever.  I would further recommend that you go back to your previously archived files and see if they are in the DICOM format. Don’t be surprised if they are not!  Luckily most, if not all, dental and medical capture devices now provide a “save as DICOM” option. Just be aware that DICOM is not usually the default.

The Electronic Patient Record: How it Affects the Private Practitioner

By Kirt E. Simmons D.D.S., Ph.D.
Prior to engaging in a discussion of this topic it is imperative to provide some definitions, as there are some common discrepancies in the terms associated with the electronic patient record.  An “electronic patient record” is simply an electronic or digital form of a health record.  This includes the following examples and their abbreviations/acronyms:  electronic medical record (EMR), electronic dental record (EDR), electronic health record (EHR), and personal health record (PHR).  A word about acronyms is appropriate now, since the US Federal Government Agencies, including the Office of the National Coordinator for Health Information Technology (ONC), are enamored with acronyms and even use acronyms in their definitions of other acronyms and even as part of other acronyms.  On the ONC website, for instance, there are five web pages of Health Information Technology (HIT) acronyms (see www.healthit.hhs.gov).What are the different forms of electronic patient records?  An Electronic Medical Record (EMR) is simply an electronic form of the paper medical charts classically used in a clinician’s office.  An EMR contains the medical and treatment history of the patients in a single practice. It allows clinicians to track clinical/financial/other data over time, it easily identifies patients due for preventive screenings or checkups, and it allows the clinician to check certain patient parameters—such as blood pressure readings or vaccinations, and to potentially monitor and improve the overall quality of care within that practice.  The major problem with an EMR is that the information in an EMR does not travel easily out of the practice.

An Electronic Dental Record (EDR) is simply the dental equivalent to the EMR, and describes what almost all dental professionals who are keeping “electronic records” are currently keeping.  It contains the dental and treatment history of patients in one practice (although this may be a large group practice with multiple clinicians).  It has the same problem as an EMR in that information in the EDR doesn’t travel easily out of the practice and in addition it typically does not integrate with other medical data.

An Electronic Health Record (EHR) is a longitudinal electronic record of patient health information generated by one or more encounters in any care delivery setting.  Included in this information are patient demographics, progress notes, problems, medications, vital signs, past medical history, immunizations, laboratory data, and radiology reports (per the Healthcare Information and Management Systems Society- HIMSS).  The EHR focuses on the total health of the patient in that it reaches out beyond the health organizations (clinicians’ offices or hospitals) that originally collect the information. They are “built” to share information with other health care providers and the information “moves” with the patient between health facilities/providers.  In addition, EHRs are designed to be accessed by all persons involved in a patient’s care, including the patients themselves.  Indeed, that is an explicit expectation in the Stage 1 definition of “meaningful use” of EHRs (“meaningful use” is a term developed by the ONC to describe use sufficient to apply for funds set aside to increase EHR adoption).  An EHR would ideally include all dental, medical, pharmacy, chiropractic, etc. records in essentially “real time” and be “qualified” and “certified” as such.

A “qualified” EHR, per Section 3000, Definitions, of Subtitle A, Part 1, of Title XIII in the American Recovery and Reinvestment Act (ARRA) of 2009,includes:
“An electronic record of health-related information on an individual that-
(A) Includes patient demographic and clinical health information, such as medical history and problem lists
(B) Has the capacity—
(i) to provide clinical decision support
(ii) to support physician order entry
(iii) to capture and query information relevant to health care quality
(iv) to exchange electronic health information with, and integrate such information from other sources.”

Many advantages have been touted for EHRs.  Among these are their ability to consolidate all dental, medical, pharmacy, chiropractic, etc. records in a single “location”; their ability to allow emergency departments to quickly be aware of any life threatening conditions, even if patient is unconscious; the ability of a patient to log on to their own record and see the trend of lab results over the last year for instance, which can help motivate them to take their medications and keep up with the lifestyle changes that have improved the numbers; ability of the EHR to be stored “off site” securely so it is not lost in disasters (i.e. Katrina, tornados, fires, etc.); lab results run last week are already in the record for a specialist to access without running duplicate tests; prescriptions, notes, and orders are legible; notes from a hospital stay can help inform discharge instructions and follow-up care, especially if the patient will be followed up in a different (more local) care setting; patients seeing new clinician / clinic do not have to enter their information or their child’s or carry paper copies with them; and public health officials and researchers can more readily be alerted to, respond to, and research illness trends (SARS, Swine Flu, influenza, etc.), treatment differences, outcomes differences, etc.

A Personal Health Record (PHR), sometimes called a Patient-Controlled Health Record (PCHR), is a patient created electronic record that conforms to certain interoperability standards (the same as EHRs).  It can be drawn from multiple sources.  It is managed, shared, and controlled by the individual patient.  The patient may or may not choose to grant other entities access to it since it is controlled by the patient (unlike EHRs).  The intent is to allow PHRs and EHRs to interact if desired and allowed by the patient.

There are many factors currently “driving” the change to EHRs: Congress, The American Recovery and Reinvestment Act (ARRA) 2009 (including the Health Information Technology for Economic and Clinical Health Act [HITECH]), the President, Third Party Payers (Medicaid, insurance companies, etc.), technology and software vendors, Standards Organizations – DICOM, HL7, etc., public demand (in response to Hurricane Katrina, etc.), researchers, and Public Health organizations.  One of the most prevalent of these “driving forces” is the HITECH Act.  The objectives of the HITECH Act are to leverage health information technology (IT), so health care providers will have: accurate and complete information about a patient’s health so they can give the best possible care, whether during a routine visit or a medical emergency; the ability to better coordinate the care they give (especially important if a patient has a serious medical condition); a way to securely share information with patients and their family caregivers over the Internet (for patients who opt for this convenience); the chance to allow patients and their families to more fully take part in decisions about their health care. Per the framers of this legislation, this increased access to health information will help clinicians diagnose health problems sooner, reduce medical errors, and provide safer care at lower costs.  This legislation also claims widespread use of health IT can make our health care system more efficient, reduce paperwork for patients and doctors, expand access to affordable care, and build a healthier future for our nation.

The “overseer” of the EHR in the U.S. is the Office of the National Coordinator for Health Information Technology (ONC).  This office was set up to support adoption of health IT and promotion of a nationwide health information exchange to improve health care. The ONC is part of the Office of the Secretary for the U.S. Department of Health and Human Services (HHS).  It is directed by the position of National Coordinator of the ONC and was created in 2004, through an Executive Order and legislatively mandated in the HITECH Act of 2009.  Dr. David Blumenthal is the current National Coordinator but he is stepping down in the spring of 2011.

Some important issues are how the EPR will be accessed and where it will be stored.  Individual PHRs will be kept by patients and stored by them (USB, CD, DVD, etc.).  For EHRs there are several potential options that have been proposed, including the National Health Information Network (NHIN), an as yet unidentified national repository, or within Health Information Exchanges (HIEs – which are specific regional/area/network repositories).

This has not yet been finalized as of this time but regardless it will require standards for interaccessibility of the data whether a single, central repository or multiple HIEs.

The NHIN was formed to create a common platform for health information exchange across diverse entities, within communities, and across the country.  Its purpose was to promote a more effective marketplace, greater competition, and increased choice through accessibility to accurate information on health care costs, quality, and outcomes.  In essence, this is what is generally thought of as the “ideal”- a single, national, all-inclusive database for all citizens.  An HIE on the other hand, is a state or regional program set up to ensure the development of health information exchange within and across their jurisdictions.  These are currently being advanced as a more readily implemented means of meeting the aggressive EHR implementation timelines.  Of course, in order for different HIE’s to be able to interact and “play well” with each other they all need to be “speaking the same language” and this requires accepted standards.  The standards that are relevant for EHRs include the Digital Imaging and Communication in Medicine (DICOM) standard which is the established standard for the exchange of digital information between medical imaging equipment (i.e. radiographs, photographs, digital models, cone beam computed tomographs, etc.) and other systems.  Hospitals have long used the DICOM standard in their radiology departments which allows any type of radiograph obtained at one hospital to be transported, accessed and used at any other hospital, regardless of their radiologic software program.  Another EHR standard in use is the Health Level 7 (HL7) standard, which is the established standard for data exchange, management and integration to support clinical patient care as well as the management, delivery and evaluation of healthcare service (ie billing, demographics, outcome measures, etc.).

What’s the timeline of the EHR?  In his 2004 State of the Union address then President George W. Bush set as a goal for most Americans to have a universal EHR by the year 2014.  In 2009 the Congress passed the ARRA and HITECH legislation, which established further guidelines for the development, adoption and implementation of the EHR.  Per this legislation by 2010 the Rules, definitions (especially for “Meaningful Use”– a term used in the legislation), certification process and certification bodies were identified and developed.  In 2011 Stage 1 of the implementation process will be completed.  Stage 1 consists of “Data Capture” – the electronic capture of health care information in a standardized format.   In 2013 Stage 2, “Data Aggregation” – electronic exchange of the collected health information will occur in order to improve the quality of care.  In 2015 Stage 3, “Data Use for Outcome Impact” will occur as necessary to improve the quality, safety and efficiency of healthcare through clinical decision support (CDS) and patient management tools.  By 2016 full implementation (ie all healthcare providers will be fully using and all persons will have an EHR) will be completed.  The legislation initially provides for financial incentives if healthcare providers/organizations “qualify” but these quickly change to disincentives for those who do not comply.  For instance this year (2011) for healthcare providers who do not begin (ie “write” a certain percentage of their prescriptions) e-prescribing drugs their payments through Medicaid will be reduced.

This brings us to the Medicaid EHR Incentive Program legislated by the HITECH Act.  This program provides incentive payments to eligible professionals and eligible hospitals as they adopt, implement, upgrade, or demonstrate meaningful use of certified EHR technology in their first year of participation and demonstrate meaningful use for up to five remaining participation years.  There are minimum Medicaid patient volumes to be eligible, which differs by state.  The program is voluntarily offered by individual states and territories and begins as early as 2011, depending on state.  Eligible professionals (including dentists) can receive up to $63,750 in funds over six years if they choose to participate in the program and meet all requirements.  There are no payment adjustments under the Medicaid EHR Incentive Program.  By contrast, just to be confusing, the Medicare EHR Incentive Program provides incentive payments to eligible professionals and eligible hospitals that demonstrate meaningful use of certified EHR technology.  Participation in the Medicare Program can begin as early as 2011 with eligible professionals able to receive up to a maximum of $44,000 over five years under the Medicare EHR Incentive Program for treating patients that qualify under Medicare.  In addition, if the eligible professionals provide services in a Health Professional Shortage Area (HSPA) they qualify for additional incentives above the $44,000 maximum under the Medicare EHR Incentive Program.  For maximum incentive payment, Medicare eligible professionals must begin participation by 2012.  For 2015 and later, Medicare eligible professionals, etc. that do not successfully demonstrate meaningful use will have a “payment adjustment” (read reduced payment or penalty) in their Medicare reimbursement.  In order to qualify for these Medicaid / Medicare EHR Incentive Program eligible healthcare providers must use a certified EHR program and demonstrate meaningful use of the program for their patients.  For dentistry, as of this writing (early 2011), there is only one EHR dental software that meets the Federal guidelines and has been certified as such.

A reasonable question for most dentists might be “Who cares?”  There is no federal deadline for adoption of EHRs by dentists who do not submit claims to Medicare and since “I don’t mess with Medicare/Medicaid” it’s not going to effect me.  Unfortunately, although you may not “mess” with the public payer programs the legislation IS going to “mess” with you!  Specifically, new privacy and security provisions (on top of current HIPPA requirements) and accessibility requirements are among the ARRA / HITECH legislation provisions.  These include privacy and security provisions extended to “business associates” (for instance laboratories, etc.), breach notification requirements, health information privacy education requirements for your staff, a requirement to honor withholding of protected health information from a health plan when a patient pays for treatment “out of pocket”, a prohibition of the sale of protected health information, a requirement for patient authorization for marketing and fundraising-related activities, new accessibility requirements (to patient information- i.e. patients may request an electronic copy of their record and it must be provided and in a timely fashion), and finally it authorizes patients the right to request an “audit trail” of all access to their record (i.e. who, when, why anyone accessed their record for any reason!).  The “final rules” have not yet been established but it behooves you to stay aware of these upcoming requirements and be prepared to meet them before they are enforced.  Theoretically a “certified” EHR program takes these requirements and provisions into account so if one purchases and implements these programs in their practice they will be able to meet many of these provisions.  Unfortunately, for any “early adopter” dentists who wish to implement a certified EHR program for their practice, there is only one at this time.  Several companies, although not currently certified, have indicated they were aware of the situation and were planning to eventually introduce a certified program. So one should check with their practice management software company for updates or “modules” to meet these requirements and insist they provide them if they indicate they are not considering these issues.

There are some other implications of this push for EHR adoption for dentistry.  These include e-Prescribing (submitting prescriptions digitally online) ability and monitoring, the adoption of the Systematized Nomenclature of Dentistry (SNODENT- designed by the ADA for use in the electronic health and dental records environment it is essentially a single accepted “dictionary” of dental terms in order to standardize/digitize everything “dental”), a requirement of Diagnosis Codes for payment (long common in Medicine, the ADA is currently updating claim forms to include up to four diagnosis codes since some large dental insurers are adding diagnosis codes to claim requirements), and requirements by insurers, Dental Boards, etc. that all images, notes, models, letters, billing, etc. be provided in a standardized digital format.It is also wise to remember some of the other intents of an EHR according to the Government are their supposed ability to “decrease costs”, potentially due to their intended ability to monitor “quality measures” and adjust healthcare practices “appropriately” (through further legislation, payment adjustments, fees, etc.).  They will also provide for “Lifetime” radiation exposure monitoring since certified EHRs will have the capability of recording radiation exposure data and reporting it.  This could potentially be a big “issue” for those dentists taking or prescribing cone beam computed tomographs (CBCTs) since the Federal Department of Agriculture (FDA- under which the HHS resides), per their  “Initiative to Reduce Unnecessary Radiation Exposure from Medical Imaging” issued in February of 2010, is looking closely at “CT”’s.  Per this publication approximately 89% of the yearly exposure of the U.S. population is due to “CT”’s despite the fact they account for only 26% of the total of all imaging procedures.  Although “Medical” Imaging is used by the FDA in the title dentistry is definitely included as evidenced by the fact Table 1 of this publication specifically includes “Dental X-ray”.  Of particular interest to orthodontists and pedodontists is the point the publication stresses the deleterious impact of ionizing radiation on younger individuals is greater than that for adults.

Since the Government will be promoting and advertising the EHR heavily in all provider settings patients will quickly expect dental offices to be EHR compliant as this becomes commonplace in the other “healthcare” settings they are exposed to.  According to the ONC more than 21,000 providers had initiated registration for the EHR Incentive Programs during the first month it was available (January, 2011) and more than 45,000 additional providers had requested information or registration help from Regional Extension Centers during this same time.  In addition, it is quickly becoming obvious that third party payers will require offices to interact with them in an EHR compliant fashion (since it will save them money/resources), due to potential legal implications many malpractice/liability insurers may require their clients to be EHR compliant, privacy/security regulations will essentially require it (for instance each office must have a “Privacy & Security Officer”- per DHHS Guideline 45 CFR, Part 146), pharmacies/DEA will likely require, and lastly new (or updates to) imaging hardware/software will require DICOM compatibility.

Lastly, on a personal note, if and when one is contemplating their own PHR options it is useful to take into account the findings of a “Roundtable on PHRs” the ONC conducted and published in their blog of Dec. 3rd, 2010.  At the PHR Roundtable, four panels of experts and industry representatives explored the growth of PHRs, focusing on the nature and adequacy of privacy and security protections.  The key message to come out of this roundtable was that PHRs grow in value when people find them useful and trustworthy.  A key message from the Roundtable was that PHRs grow in value when people find them useful and trustworthy. Their usefulness grows as they are able to readily pull information from EHRs and other sources of clinical information, as well as from monitoring devices and mobile applications. The usefulness increases even more as that information can be organized to help people with their particular health care concerns and inform clinical decision-making.

 

Creating Content for Your Orthodontic Practice’s Social Media Channels

social-media-bannersCreating a social media presence for your orthodontic practice from scratch may initially sound like a daunting task, but the reality is it’s easier than most first think. There’s simply no reason not to get started if you haven’t done so already. A social media presence for your practice is the perfect way to tell your story, build your brand, and enhance your overall online presence.

If you or your staff needs assistance or advice setting up a social media presence, please know that the AAO is here to assist. Simply contact, Burt Bollinger, Sr. Manager of Marketing/Communications at (314) 292-6556 or via email. As someone who works with the AAO’s social media sites, I am more than happy to walk you or your chosen social media staff member(s) thru the basic steps necessary to start a Facebook page or other social media site.

Having assisted many of our members in setting up their fan pages, the question I hear more than any other is: “Now what? What kind of content should my staff and I be posting?”

Now What?
Just as important as having an online presence is making sure you are keeping it up-to-date. There are several ways to ensure that your practice’s social media output remains vibrant and timely by publishing meaningful content a few times each week.
Your goal should be quality over quantity. Aim for approximately 2-3 posts per week. Remember, each post works to increase your online visibility. But be careful not to overload your followers with too many postings. You don’t want to be added to their block list, which is a lot like a social media “death sentence” for your page.

So…what exactly should you post?
The obvious first step is to use and repurpose your existing content. For example, if your practice has a traditional newsletter or blog, plenty of ideas for postings can be cultivated from these pre-existing resources. Remember, on social media sites like Facebook and Twitter, you’re not in the “sales” business. You’re in the “relationship-building” business, so remember the 80-20 rule. So pluck from existing content, but don’t focus solely on trying to “sell” your services.

Other posts you’ll want to make will be links to different areas of your practice’s existing web site. If your site needs a bit of updating to get into shape before sharing, now is the perfect time to do so. For example, make your “About Us” section something worth sharing. Consider doing bios of different staff. Also consider sharing photos of your office.

Another ideal resource for postings is using video captured by you and your staff.

Don’t forget that if you’re going to use video and photos of your patients online, you’ll want to be sure you have had them sign a photo release form.

Finally, in the world of social media, there is no shame in researching what other orthodontists are up to online, and incorporating some of their better ideas into your own efforts. There are plenty of practices out there with active Facebook fan pages, so start searching, exploring, and using their postings to your fans’ benefit. Examples of content include contest ideas you may not have thought of, or new ways to feature successful treatments. Always keep moving forward, and don’t be afraid to try new things.

Promoting Yourself Using Practice Marketing Solutions
Another way to find fresh content is via the AAO. The AAO has also complied many different materials that are ideal for sharing. These materials are contained in an area of the AAO member website called “Practice Marketing Solutions.”This is an area of the web site only available once AAO members are logged in. (Access Practice Marketing Solutions via the My Practice / Marketing section of AAOinfo.org. Or log in, and then click the small banner on the left side of the home page.)The AAO has prepared a video that walks the viewer through AAO Practice Marketing Solutions and addresses how tools offered by the AAO can be used by individual members or groups of members. View the Practice Marketing Solutions Video @ 1:20 for a featurette on Practice Marketing Solutions.In short, you’ll find a wealth of information, much of it perfect for sharing on your sites. The information includes a series of sharable videos from the My Life. My Smile. My Orthodontist.SM series, including numerous patient testimonial videos, a brand new series of instructional videos, a series of AAO webisodes, and the latest television commercials.

So that you can easily share the videos, the AAO is permanently hosting them on both YouTube and Vimeo.

Alternately, you may also download and keep permanent copies of the videos to use where applicable, including hosting them on your own servers.In addition to the great video content, why not select a single AAO brochure

to share each week? Simply download a brochure, re-host it on your own web site, and link to it. It’s a great way to spread helpful information to your patients while also driving traffic back to your practice web site.These are just a few of the ways you can keep your social media sites up-to-date with meaningful content. If you have any other ideas, I’d love to hear them. Please contact me so that I can share them in future postings.