by Christopher Piehler
Every time a new technology provides society a different tool for work, it also gives us a different way to think about work. I’m sure that, when Angle set up the first orthodontic practice in the late 19th century, some early form of consultant was there to tell him, “Think of your practice as a steamboat.”
When the internal-combustion automobile revolutionized transportation, it also provided a durable metaphor for any group endeavor, what with the necessity of all those pistons firing and belts spinning to create the unified purpose of forward motion. Today, the most dynamic technology arrives via the Internet. To stick with the automotive metaphor, network connectivity is the oil that allows the engine to run with a minimum of friction and a maximum of power.
But cars are so 20th century, so I would like to propose a new way to think about the functioning of an orthodontic practice, based on that most current of technologies, the app.
In case you’re not familiar, “app” is short for “application.” An app is a program that costs little or nothing and does one thing well. Popular business apps include business-card scanners, voice transcribers, and interactive calendars. The iPhone App Store has been wildly profitable, and the business model has spread to other smartphones as well as home computers. The keys to apps’ success are customization and minimal investment. Apps allow users to personalize their mass-produced gadgets one widget at a time, at a cost that hovers around 99 cents a pop.
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How is this a model for an orthodontic practice? Well, every orthodontist in the world sets out to perform the same basic function, but every practice works in its own way because of a unique combination of clinical approach and the personalities of the people who work there. To me, the app model is a way to ease your mind about making changes in your practice. Not every problem requires shelling out big bucks for a brand new operating system. In fact, small changes to specific functions can make a big difference in your practice’s performance—and sometimes the best upgrades are the ones that cost nothing at all.
Christopher Piehler
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