Dental director bill introduced - California Dental Association [PDF]

Elizabeth Demichelis, DDS, as they made their way into the Oregon Con- vention Center. During the next two days, more th

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Idea Transcript


Vol. 24, Issue 1, January 2012

update The monthly newsmagazine of the California Dental Association

Dental director bill introduced Sen. Padilla also calls for workforce study

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s Dugoni Head moving

Dental school to renovate Copy Page x south of Market building Street.

n Head Page 4 Copy.

Medi-Cal Page x rates cut n

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s a result of discussions following the CDA House of Delegates in November, state Sen. Alex Padilla (D-Pacoima) has amended his SB 694 to call for establishment of a state Office of Oral Health along with the launching of a rigorous study of the safety, quality and cost-effectiveness of irreversible dental procedures performed by nondentists for children in public health settings.

CDA motion for injunction n Head still pending. Copy. Page 3

Padilla had introduced SB 694 in “spot bill” form last year at the request of the Children’s Partnership, a children’s health care advocacy coalition that has received funding from the Pew Center on the States. After discussions with CDA, Padilla agreed to hold SB 694 as a two-year bill, while awaiting the results of CDA’s access to care research and recommendations and the CDA House’s policy deliberations.

CDA joins national effort on oral health awareness

Copy.appear to come from that Pageviax fax. ADA

Page 8 n Head n Copy. Lasers and 3-D CDA PagePresents x workshops

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Nov. 20, the morning before the convention center was to open its doors to the public, not one thing had been set up on the cement slab flooring. “When I first walked in, all I saw was this vast room. I thought, ‘How is this all going to come together?’” recalled Demichelis, who had never been to such a large-scale dental clinic. Her question was answered quickly

he CDA House of Delegates has approved CDA’s participation in a three-year oral health literacy campaign with the Ad Council. At the November meeting, the House authorized $100,000 (paid in equal parts over three years, starting in June) for the three-year campaign, which will raise awareness and educate parents and caregivers about the value of good oral health for their children and how it can be achieved. “CDA is pleased to provide a portion of the necessary funding to make this valuable campaign become a reality,” said CDA President Daniel Davidson, DMD. “The Ad Council has a tremendous track record, and we are confident it will lead an effective campaign.” The Ad Council, known for such iconic public service advertising campaigns as McGruff the Crime Dog’s “Take a Bite out of Crime,” will conduct a national campaign to improve children’s oral health. Some unforgettable slogans from the Ad Council’s previous campaigns include the United Negro College Fund’s “A Mind Is a Terrible Thing to Waste,” and the U.S. Department of Transportation’s National Highway Traffic Safety Administration’s “You Could Learn a Lot From a Dummy” and “Friends Don’t Let Friends Drive Drunk.” The campaign is the brainchild of the Partnership for Healthy Mouths, Healthy Lives dental coalition, which is made up of more than 20 dental

See CDA cares Page 12

See ad council Page 11

explore latest technology.

Page 10

n Long-time member passes



Clinton Emmerson, DDS, father of state Sen. Bill Emmerson, DDS, dies at 92.

Page 14



—State Sen. Alex Padilla

See SB 694 Page 14

Page x n Fake faxes Beware “dues invoices” n Head





I look forward to working with CDA on SB 694 to improve access and oral health for all children and their families.

Oregon held its third Mission of Mercy event in November at the Oregon Convention Center. Several CDA members were in attendance to help their planning efforts for CDA Cares this May.

CDA Cares volunteers scout Oregon’s Mission of Mercy

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ain that poured down from the cloudy Northwest skies couldn’t dampen the enthusiasm of volunteers Donald Rollofson, DMD, and Elizabeth Demichelis, DDS, as they made their way into the Oregon Convention Center. During the next two days, more than 2,000 lives would change because of free dental services. The two California dentists, as well as other CDA member dentists, were attending the November Oregon Mission of Mercy event to glean ideas and tips they could bring back to implement at the CDA Foundation’s first CDA Cares event in Modesto in May. Dental professionals from 10 other states also attended. The scouting trip kicked off with setup. At 8 a.m. on

2 update

With right tactics, practices can offer discount plans

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n our continued flat economy, dentists are looking for ways to encourage patients, particularly those with limited dental coverage or no coverage at all, to seek the care they need. This has resulted in some practices considering innovative approaches to helping patients who are not covered by insurance. One approach generating interest is the establishment of a discount payment arrangement within practices, whereby the uninsured patient who pays for treatment out of pocket is offered a means of paying fees that are below the dentist’s customary rates, sometimes in exchange for paying a nominal annual subscription fee. Such arrangements are being called “discount dental plans,” and are generally limited to patients already in the practice. CDA has received an increasing number of calls inquiring whether such a plan is allowed and, if so, how it might be established. First, dentists considering such an arrangement for their cash-pay patients need to know that the California Department of Managed Health Care

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Update (ISSN 1942-4353) Copyright 2012. Published monthly by the California Dental Association at 1201 K St., Sacramento, CA 95814, 800.CDA.SMILE, and distributed to members of CDA as a direct benefit of membership. Statements of opinion in the Update are not necessarily endorsed by CDA. Printed in U.S.A. Periodicals postage paid at Sacramento. POSTMASTER: Send address changes to Update, P.O. Box 13749, Sacramento, CA 95853. COMMUNICATIONS DIRECTOR Alicia Malaby PUBLICATIONS MANAGER Jeanne Marie Tokunaga

Dental Benefit Plans By Greg Alterton CDA Practice Analyst

has taken it upon itself to regulate discount health plans in California. The discount plans the department would regulate are large regional (sometimes statewide) commercial businesses that have developed substantial networks of providers willing to extend a discount to consumers who buy into the discount plan. Simply put, a discount health plan functions something like a discount or wholesale warehouse retailer. The consumer purchases an annual membership and can then purchase goods and services at a significant discount. Without the membership, access to the discount is not available. The Department of Managed Health Care wants to make sure marketing for such discount health plans is not misleading, specifically, that they are not marketed to sound like they are risk-bearing insurance products. Under discount plans, the patient bears the risk. There are no claims submitted for treatment — the plan pays nothing, but the patient does receive a savings on fees. The department also wants to ensure that a discount health plan’s network of providers is authentic (usually meaning that the plan has some sort of agreement with its network of providers to

notify subscribers of discounted care available through those providers). Also, the department wants to make sure that the advertised discounts are actual discounts — that if a discount health plan is claiming that a patient can save, for example, 15 percent on the cost of care, they are actually receiving a 15 percent savings off the providers’ usual and customary fees. Large regional, commercial ventures that are marketing discount plans are required to be licensed by the Department of Managed Health Care under the authority of the Knox-Keene Act. Small, practice-based discount arrangements may not rise to the level of having to be licensed as a Knox-Keene plan, but the department would like to review such discount designs a practice may have, just to make sure. In summary, the department regulates discount plans because of concerns about how such plans are marketed, whether the provider network is legitimate and whether the discounts are real. A dental practice seeking to establish an in-practice discount arrangement for cash-paying patients will typically not generate the concerns the department has about large commercial discount plans. If a dental practice simply wants to reward long-standing cash-pay patients and does so without charging the patient what amounts to a subscription fee for “membership,” it’s unlikely the department would have a concern. If the in-practice discount arrangement is to be offered on a subscription basis, the department will want to know how the discounted plan is marketed; and if it’s

cdacompass.com where smart dentists get smarter

STAFF WRITER Blake Ellington COMMUNICATIONS COORDINATOR Courtney Grant PRODUCTION ARTIST Ann Davis ASSISTANT EDITOR Patty Reyes, CDE ADVERTISING MANAGER Corey Gerhard Traffic/Project Coordinator Jenaé Gruchow ADMINISTRATIVE ASSISTANT Crystan Ritter EDITORIAL ADVISER Kerry K. Carney, DDS CONTRIBUTORS Greg Alteron, Molly Boyd, Katie Fornelli, Jessica Joisten, Bill Lewis, Alison Sandman, Kristine Sheridan DISPLAY ADVERTISING: The California Dental Association does not assume liability for content of advertisements. SUBSCRIPTIONS: Rate for CDA members is $6, which is included in membership dues. Subscription rate for all others is: $12 for ADA members; $24 for CDA/ADA nonmembers and institutional; $36 for foreign subscriptions; $6 for single copies. Subscriptions may commence at any time.

800.232.7645 cda.org

marketed beyond the practice itself, the plan may rise to a level of concern that the department will want the practice to license the proposal as a discount health plan. Dentists should note that when informing patients, or prospective patients, that discounts are available for cash-pay patients, Section 1051 of the Dental Practice Act requires that certain information be made available. An advertisement of a discount must: • List the dollar amount of the nondiscounted fee for the service; • List either the dollar amount of the discounted fee or the percentage of the discount for the specific service; • Note the length of time, if restricted, that the discount will be honored; • List verifiable fees pursuant to Section 651 of the Business and Professions Code; and • Identify specific groups that qualify for the discount or any other terms and conditions or restrictions for qualifying. The department has asked that any dentist who wishes to establish a discount payment arrangement for patients write a description of how that discount would work, submit it to CDA, and then CDA will forward it to the Legal Division of the Department of Managed Health Care for review. Such inquiries can be submitted to the CDA Practice Support Center either by email to [email protected] or by fax to 916.498.6177. For more information on this or other dental benefit payment issues, contact the CDA Practice Support Center at 866.232.6362.

members want to know

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Question: A practice has made digital copies of active patients’ charts. The practice has converted to an electronic patient record system. How should the practice manage the hard copies? Answer: The state requires that if only electronic recordkeeping systems are utilized in the dental office, the office must use an off-site backup storage system, an image mechanism that is able to copy signature documents, and a mechanism to ensure that once a record is input, it Teresa Pichay is unalterable. The dentist must develop 916.554.5999 and implement policies and procedures teresa.pichay@ to include safeguards for confidentiality cda.org and unauthorized access to electronically stored records, authentication by electronic signature keys, and systems maintenance. Original hard copies of patient records may be destroyed once the record has been electronically stored and all components of the electronic recordkeeping system are operating as expected. The printout of the computerized version shall be considered the original. Resource: Patient Records: Requirements and Best Practices, cdacompass. com/Home-Inner/Article/tabid/94/topic/Patient_Records/Default.aspx

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Most-viewed resources in 2011 1. 2011–2012 CDT Code Changes 2. Infection Control and Cal/OSHA 3. Sample Employee Manual — 2010 Edition 4. Law on Fee Caps Affects New Contracts: Common Questions and Sample Letter 5. Benefit Breakdown Form 6. CDA Regulatory Compliance Manual Flow Chart 7. Patient Financial Agreement and Consent Form 8. Sample Meal and Rest Break Policy 9. CDA Regulatory Compliance Manual Table of Contents 10. Release of Dental Records (Patient Authorization)

january 2012

State cuts Medi-Cal rates; CDA injunction pending

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espite a pending motion for injunction, the state has implemented a 10 percent reimbursement rate cut in California’s Medicaid program, known as Medi-Cal. In November, CDA joined a coalition including the California Medical Association, the California Pharmacists Association, the National Association of Chain Drug Stores and others to file a lawsuit against the California Department of Health Care Services and the U.S. Department of Health and Human Services. The suit was in response to the Centers for Medicare and Medicaid Services’ approval of a 10 percent rate cut in Medi-Cal. At the same time, there were two separate lawsuits filed challenging the rate cuts, specifically those for pharmacy benefits and hospital skilled nursing facility operations. In both of those cases, a hearing on motions for preliminary injunction was held on Dec. 19. The court granted an injunction related to those rate cuts. This decision does not have a direct impact on dentistry but is a positive indicator for the coalition motion, which is scheduled for hearing on Jan. 30. The Department of Health Care Services is moving forward quickly with implementation, stating it has no flexibility on this because the Centers for Medicare and Medicaid Services approved the cuts as part of a state plan amendment. The state claims it must implement the cuts in compliance with the approved state plan amendment. CDA policy staff is meeting with state representatives this month to discuss their position on implementation,

Some optional adult dental care restored

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ffective Jan. 13, the Medi-Cal Dental Program will begin processing dental claims for regional center consumers (also known as DDS beneficiaries or consumers of DDS) age 21 and older, who have Medi-Cal and do not reside in a licensed health facility (intermediate care facility or skilled nursing facility). Services may be provided effective Jan. 1; however, providers should not submit claims for regional center consumers to DentiCal until Jan. 13. These regional center consumers are eligible for the optional adult dental services eliminated in 2009 and are exempt from the $1,800 annual dental cap. All dental providers offering services to regional center consumers must be enrolled in the Denti-Cal program. For more information about submitting dental claims for regional center consumers, please contact the Denti-Cal Telephone Service Center at 800.423.0507.

plans for recoupment of the 10 percent cuts back to June 2011, and to advocate for a delay in any recoupment until following the hearing on the motion. CDA will continue to provide information on further developments through the Update and cda.org.

Use these tips for online reviews

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s the calendar turns to 2012 and the Internet continues to become more prevalent in the way companies conduct business, CDA reminds dentists that maintaining consistent and respectful communication with patients is the best way to deal with negative online reviews. If, despite good communication and in-office documentation, a patient still chooses to write a negative online review, here are some guidelines to follow: • Do not attempt to publicly respond to or refute the claim. Even if a patient divulges their identity, you may inadvertently breach patient confidentiality because information about the patient’s treatment is protected. • Check to see if the website has a written policy or protocol for removing potentially libelous postings. • If a patient’s identity is divulged, review chart documentation to determine if there is information to corroborate your position or contradict the patient’s claim. • Seek legal advice to determine what type of recourse may be available or advisable. • Respond to the patient-reviewer off-

line. By doing so through a phone call, email or personal letter, you are showing that you have proactive customer service and are committed to quality patient care. These tips can go a long way to prevent unfortunate incidents from happening. A patient of a New York dentist, for example, recently claimed that he was forced by the dentist to sign an agreement not to post negative comments on Yelp about services provided. The patient has now filed a class-action lawsuit with the Manhattan Federal Court accusing the dentist of violating his freedom of speech. In a previous incident, a California dentist who sued the parents of a patient, alleging that a negative review they posted on Yelp.com defamed her, was ordered to pay the parents and Yelp $80,000. The California 6th District Court of Appeals found that due to the “public concern, discussion and controversy” about the use of silver amalgam, which was mentioned in the review, the Yelp posting was protected because it contributed to public discussion regarding amalgam use in dental treatment.

SPORE CHECK SYSTEM GOES ONLINE – my.oshareview.com

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4 update

Dugoni School of Dentistry to move south of Market

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he Dugoni School of Dentistry will soon begin renovations on its new home in San Francisco. The school recently purchased a seven-story building in San Francisco’s South of Market downtown neighborhood. It is on Fifth Street between the InterContinental Hotel and the Fifth and Mission parking garage, not far from the Moscone Center. The dental school will relocate from its current location in Pacific Heights in mid-2014 once renovations of the building are complete. The remodeled building, which will give the school 220,000 square feet of space, is expected to include flexible space for modern learning environments; new clinical spaces to support the small group-practice model currently being implemented; a more convenient location accessible via public transportation for students, employees and patients; communal space to better support the school’s culture; and

significant environmental efficiencies. “This new facility allows Pacific to strategically expand its footprint in San Francisco by providing a highly visible presence downtown,” said Pamela A. Eibeck, president of University of the Pacific. “This gives us important opportunities for our dental school, which has been in San Francisco since 1896, and also allows us to build programs for students in our eight other university schools and colleges.” The cost of the building purchase and renovation is expected to be $151 million. The building will house lab, classroom, research and support space for the dental school and will accommodate clinical changes and technology enhancements to support patient care. The Dugoni School of Dentistry was founded in 1896 as the College of Physicians and Surgeons and became affiliated with the University of the Pacific in 1962. The school’s

The architect’s rendering above shows the west side of the proposed renovated building for Dugoni School of Dentistry. The taller building at right is the InterContinental Hotel.

clinics now provide nearly $24 million of oral health care services ($10 million of which is uncompensated)

to the public at a discounted price compared to the typical cost at a private Bay Area dental office.

Tips on job market among topics in Guide for New Dentist

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o be successful in today’s economic climate, new dentists need to be more proactive than ever when identifying employment opportunities and must be prepared for those opportunities as they arise. Dentists should examine their own characteristics and skills that make them stand out from others competing in the job market and in the eyes of a potential employer. These qualities can include work experience, volunteerism, leadership experience, professional memberships, education and training. Valuable tips such as these are available in one of the 18 chapters of the Guide for the New Dentist (available for download on the Compass website for free). The approximately 150-page Guide serves as a checklist that leads a dentist from graduation through starting a practice, providing tips on licenses, permits and certifications, marketing, preparing for associateships and practice ownership, understanding dental benefits plans, and managing patients and staff. “Good business decision-making is not always taught in dental school. The Guide for the New Dentist provides the information new graduates need to know from the

moment they graduate through practice ownership,” said Rex Yanase, DDS, member of the Committee on the New Dentist. “It is a roadmap that outlines all of the career options and considerations out there for new dentists.” The “Preparing for Employment” chapter of the Guide explains how dentists can package themselves for employment and discuss some of the necessary components when job hunting. Examples include tips for creating an efficient curriculum vitae, how to enhance a cover letter, understanding social media as it relates to finding jobs, and important interview questions that will help the dentist evaluate the practice and associateship. The “Associateships” chapter takes a new dentist through the process of entering a private practice as an associate, the most common career option for recent dental school graduates. This chapter covers topics such as contract negotiation, compensation and legal relationships as an associate. When a dentist takes a position at an established dental practice, both parties have several ways to structure their relationship. Which relationship is selected depends on

both dentists’ expectations of the nature and duration of the working relationship. “Whether practice ownership eventually suits you or not, it is important to carefully evaluate the practice through the interview process before becoming an associate,” Yanase said. “There are a number of important elements that will help establish a successful working relationship between you and the owner. For example, you will want to make sure you understand the practice owner’s reasons for hiring an associate, the schedule you will be working and the procedures you will be performing, to name just a few.” The Guide is available on the Practice Support Center website, cdacompass.com. The CDA Compass also provides a plethora of resources for members on issues involving practice management, employment practices, regulatory compliance, dental benefit plans and education. For more information on the Guide and the CDA Compass, or to connect with a Practice Support Center content expert, call 866.232.6362, or email [email protected].

Five California programs receive grants from CDA Foundation

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he CDA Foundation Board of Directors recently selected five California programs to receive funding from the CDA Foundation Grant Program. The Foundation offers financial support to a variety of nonprofit community oral health projects while focusing its resources on areas that will make lasting improvements in the oral health of Californians. The CDA Foundation Grant Program provides funding for oral health services through strategically selected projects dedicated to underserved populations. The CDA Foundation has provided nearly $5 million in grants to fund a wide range of oral health projects including community clinics, mobile dental programs and education. The Foundation received almost 60 letters of intent this year, and selected and invited the top 17 qualified and competitive projects to submit a

full proposal. The following deserving nonprofit organizations were ultimately selected and each received a $10,000 grant: • Fresh Start Surgical Gifts – Carlsbad. This grant will support the organization’s efforts by providing restorative and orthodontic dental procedures as well as preventive dental education to 120 disadvantaged infants, children and teens who are faced with complex dental conditions because of craniofacial deformities and dentofacial abnormalities. • Sacramento District Dental Foundation – Sacramento. This grant will help fund the organization’s Smiles for BIG Kids program, which works to provide screenings, education and restorative treatment for uninsured adults with urgent dental needs in the greater Sacramento area. This program specifically targets the elderly, parents of children served

by the Smiles for Kids project, and individuals referred by partnering wraparound care organizations, such as job readiness programs and transitional care programs. • UCSD Student-Run Free Dental Clinic – San Diego. The Foundation grant will support this project and its efforts to improve access to dental care for an estimated 1,500 underserved individuals. By providing funds to purchase necessary endodontic equipment, the program’s participating endodontists and general dentists are able to perform root canal therapy on underserved individuals. • St. Mary’s Interfaith Community Services – Stockton. This grant will support a project that provides preventive and restorative dental care to about 2,800 underserved individuals. The funds will be used to increase the current part-time dental assistant

position to full-time, enabling the clinic to increase patient appointments by at least 5 percent and treat more individuals in need. • St. John’s Well Child and Family Center – Los Angeles. The Foundation’s grant will support a project aimed at increasing access to preventive and early intervention dental care for low-income adults and children in Compton. The seed funding will be applied toward the purchase of digital radiograph equipment and will have long-term impact by increasing workflow efficiency through a decreased X-ray process time (an estimated 20 minutes less per patient). This project will save the clinic at least $18,000 per year by eliminating materials required for the current X-ray process. The CDA Foundation Grant Program is supported by generous donations to the CDA Foundation. For more information, visit cdafoundation.org.

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Craig Crispin, DDS

He nearly lost a tooth, but gained a profession.

When Craig Crispin was 6, his older brother tied his hands behind his back and took him prisoner. What happened next changed the rest of his life. As he walked up some steps, he tripped and landed on his front teeth. He didn’t knock them out, but it wasn’t good. His parents took him to a dentist, who advised that since the root hadn’t formed, they should wait and see. Maybe the tooth would heal. Almost a year later, his tooth turned white again. It was magic. And Crispin was hooked.

Stories. Everybody has one. Some people have

a career. The lucky ones have a calling, a passion for dentistry that likely began in an illuminating moment. For some, it was the first time they set foot in a dental office, or the magic of seeing a tooth that came back to life. But whatever your story, the reasons to join CDA are clear— advocacy, protection, education, support and being part of an organization dedicated to improving the oral health of all Californians.

Join. Renew. Share. cda.org/member

Progress.

It’s what happens when 25,000 dentists work together.

8 update

Privacy laws apply to use of surveillance cameras

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entists consider the use of video surveillance cameras for any number of reasons. The primary reason to have a surveillance system is to deter theft. On the negative side, your employees may assume you do not trust them if you install cameras. Using a video surveillance system at your practice also compels you to comply with privacy laws. Prior to purchasing a system, consider these alternatives: • Install locks on the drawers or cabinets where controlled substances, secured prescription forms, petty cash, checks and financial documents are stored. • Limit the number of employees who have keys to the office. This could mean re-keying your entire office in the event that an employee leaves without returning their assigned keys. • Place items that either draw attention or have a history of “disappearing” (cashbox, prescription pads, stamps or business checks) in a secure, locked place where only you or the office manager have access. • Prohibit staff, patients and the janitorial service from entering a secured area, such as your personal office, when you or your office manager is not present. Consider locking the private office. If you choose to use a video surveillance system, be sure to: • Inform all employees, in writing, that cameras are being installed in the office and obtain and keep on file their signed acknowledgement of notification. You do not need their permission. Update your employee manual. • Inform patients. This can be done with a sign at the reception area. If cameras are placed where patients are examined or treated, it is prudent to have patients sign an acknowledgment and release form. A video of a patient undergoing an exam or treatment is considered protected health information under HIPAA and California law, and it must be managed as such. Your HIPAA policies and procedures must address the management of these videos.

Beware fake dues notice

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fraudulent dues invoice that claims to be from the ADA has been sent to dentists’ fax machines nationwide. The phony fax resembles a standard invoice, which asks the recipient to send a $575 payment to the American Dental Association/ADA Association, Membership Processing Dept, P.O. Box 1403, Brockton, MA 02303-1483. (This describes at least one version. There may be others.) As most members are probably aware, CDA mails out all tripartite dues notices and payment is sent to CDA for processing and disbursement to the ADA and component dental societies. CDA is reporting the matter to the state Attorney General’s Office and urges members to disregard the invoice. The ADA is attempting to determine how fax numbers of members were acquired.

• Place cameras in areas that are visible and where you feel they are necessary. An unlocked back door often serves as an entry point for daytime thieves. • Do not place cameras in areas where there is a reasonable expectation of privacy, such as a restroom or changing room. From the perspective of dental patients, it is reasonable for them to expect privacy during something as personal as dental care. Be prepared to respond to a patient’s request to turn off the camera during his or her treatment. • Only record video, not audio. California has strict eavesdropping laws.

Also be sure to consider the following: • You will need to determine how often the recordings will be viewed — daily, weekly or only when an incident occurs? • Who will view the video? Will it be you or someone else? If you or a trusted employee is not the person who reviews video that has captured patient exams or treatment, be sure to implement a business associate agreement with the contractor who does view the video. • When an incident does occur and your video has captured it, what will you do? You may want to discuss various scenarios with your attorney.

• Do you have a corrective action policy in place if you discover an employee stealing or violating office policies and procedures? • How will you dispose of video when it is no longer needed? Be certain to follow HIPAA requirements if patient exams or treatment are captured on video. Consult with your attorney before installing or using a camera to electronically monitor employee or patient activities. Your attorney can also help determine where you can legally install cameras. For more information, visit cdacompass.com.

Everyone knows you can do a composite in your sleep.

january 2012

9

‘Timely’ communication can enhance social media strategy

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ou’ve heard it before, but it doesn’t hurt to hear it again — social media is here to stay. The shift to interacting with friends, family, colleagues and patients through social networking sites isn’t a fad; it’s a fundamental shift in the way we communicate. The true return on investment of jumping on this social media bandwagon is that your business will still be thriving in five years. Demandforce, a CDA Endorsed Program, knows that keeping up with the newest trends can be daunting, especially when you have a practice to run. So how can Demandforce make all this “Facebooking” and “Tweeting” easy for you while ensuring you stay rel-

evant and in-tune with your patients? In one word: Timely. Now, a practice can connect its Facebook and Twitter pages directly into the Demandforce portal using Timely by Demandforce. With one click, they can post status updates from the Demandforce D3 Dashboard directly onto the Facebook and Twitter Pages. Timely automatically schedules posts for the optimal time, maximizing impressions as well as the effectiveness of any post. With Timely, a practice is able to enter posts for Facebook and Twitter that can either be scheduled to go out later or be set to post immediately.

The key to using social media successfully as a marketing tool is to engage patients by feeding them fresh and relevant information regularly. A practice can track the performance and see the number of people the post reached and the number of reactions to each post with Timely. In just 30 minutes out of one day a month, the office can write up and schedule all the social media posts for the month. The motto is “Set it and forget it!” The value of using these sites really starts to become clear as you see just how many people your practice is reaching with the right message at the right time.

You know you should be on Facebook posting updates and messages, but that’s only half the battle. What should you be communicating and how often? There is definitely an art to using social media sites effectively. Below are a few tips Demandforce says can help you master the art of social media messaging. • Start with one post a day. You don’t want to overwhelm yourself or your Facebook page with too many posts that aren’t very relevant. Quality over quantity is key. When you’re ready, you can increase. Or not. • Speaking of quality, not sure what to say? Google key terms about your industry that your patients may find interesting. Post the title of a relevant article or blog and add the link in your post. Or let everyone know about a special promotion or update to your practice. Questions or polls are also great additions — engage your community and make it personal. • Find your social media rock star. Maybe you don’t want everyone posting, or you have someone on your staff who loves Facebook. Enlist that person to help you get your posts up and scheduled. • Check in with your Facebook and Twitter pages and continue the conversations with your patients. They don’t just want to hear from you, they want to know you are listening to them as well.

Volunteers sought for free health clinics

Now, let’s keep your first years in the profession from keeping you up nights.

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You’ve passed the boards, but now what? How exactly does one find a job, start a practice, get insurance? Rest easy. The Guide for the New Dentist on the CDA Compass covers it all. From writing a resume to using Google, Foursquare and Facebook in your marketing mix, it has precisely what you need to get your career off to a refreshingly good start. Find the Guide at cdacompass.com/newdentistguide

cdacompass.com where smart dentists get smarter.

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update_compass_Jan_2012_rightside.indd 1

Tips for using social media effectively

1/9/12 2:54 PM

AM California, an affiliate of the Remote Area Medical Foundation, is seeking volunteers for two free health clinics to be held this spring. Volunteer health care professionals from dental, medical and vision backgrounds are needed for the RAM events taking place March 22–25 at the Oakland Coliseum and March 30– April 2 at Cal Expo in Sacramento. Dentists, hygienists, dental assistants and other dental team members are encouraged to volunteer. For more information, contact Pam Congdon, executive director of the California Association of Oral Maxillofacial Surgeons at pamela@ calaoms.org or visit ram-ca.org.

C.E. Getaway offers fun

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rom risk management to dental benefits changes to social media, the world of dentistry is changing, and the upcoming C.E. Getaway in Sonoma will cover it all. Attendees will receive 9 units of C.E. through five informative lectures and stay in a hotel equipped with a luxurious spa and world-class golf course. Held at the Hilton in Sonoma, the Getaway is $299 for CDA members and $499 for nonmembers. For hotel reservations, call 707.523.7555 or visit hiltonsonomahotel.com.

10 update

CDA Presents workshops feature lasers, 3-D technology Update_save_date.pdf

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ttendees of CDA Presents in Anaheim have many options when choosing among the informative workshops. To help in the decision process, following are a few of the CDA Presents featured workshops taught by leading voices in dentistry. Beyond Virtual Reality: Implant Treatment Technology Workshop — presented by David Guichet, DDS. Friday, May 4, 8:30–11 a.m., repeating 12:30–3 p.m. Workshop participants will be provided an opportunity to familiarize themselves with the utilization of implant treatment planning software and crucial steps for success. “This course will instruct participants in the basic utilization of fully functional 3-D implant treatment planning software,” said Guichet, who practices prosthodontics in Orange, Calif. “It empowers the restorative dentists and surgical specialists alike to enhance patient treatment.” This course will bridge the gap between “virtual reality” and “physical reality” with implant treatment planning applications. The merging of Cone Beam CT with 3-D computer technology and CAD/CAM surgical guides has enabled dentists to accurately access the available bone, communicate among team members and achieve optimal results. Advanced Local Anesthesia Nerve

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Save the date! Anaheim, California Thurs - Sat May 3-5, 2012

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Block — Cadaver Session — presented by Mark Paxton, DDS. Saturday, May 5, 9–11:30 a.m., repeating 1–3:30 p.m. Participants in this workshop will learn to administer and deliver advanced local anesthesia nerve blocks in the maxillofacial complex. This course will review nerve blocks of the inferior alveolar, second division of the trigeminal nerve, mental nerve and infraorbital nerve using various advanced techniques. Extraoral nerve blocks using advanced local anesthesia techniques will also be reviewed, and a demonstration on cadavers is included. Embezzlement: For Your Eyes (and Ears) Only — presented by Susan Gunn, CFE). Thursday, May 3, 8:30– 11:30 a.m. In this course, dentists and spouses will learn easy ways to weave accountability threads and implement practical safeguards that will prevent their practices and themselves from being the victim of financial dishonesty or deceit. This lecture offers attendees a lab-type experience with the opportunity to evaluate

CDA Presents attendees interested in saving on their guest registrations should register by the advance registration deadline of Thursday, March 1, to take advantage of the reduced price. Benefits of early registration include badges and other registration materials mailed beforehand so attendees can immediately participate in the show upon arrival. In addition, attendees have a much higher chance of securing the popular classes and workshops of their choice,

case studies and touch, feel and see practice flaws that enable embezzlement. Twenty-First Century Laser-Assisted Hygiene: A Participation Workshop — presented by Anthony Cardoza, DDS, and Kim Cardoza, RDH. Saturday, May 5, 10:30 a.m.–12:30 p.m., repeating 1:30–3:30 p.m. This course offers participants an opportunity to improve clinical skills while increasing patient satisfaction. In this hands-on workshop, participants will use lasers with enhanced visualization (magnification loupes and white light technology) and learn laser applications of the diode laser, safety, physics and visualization. This program brings together today’s technology and recognizes the direct link between oral health and total health and includes

and they will be able to receive tradeshow discounts and promotions that are mailed in advance to help attendees plan their exhibit hall experience. To take advantage of these benefits, register by March 1 at cdapresents.com. Lowest hotel rates CDA Presents attendees have until April 6 to lock in the lowest rates for Anaheim’s best hotels. Book your hotel at cdapresents.com/ hotels.

patient education. Attendees also need to attend the morning lecture, TwentyFirst Century Laser-Assisted Dentistry for Dental Hygiene from 8 to 9:30 a.m. Atraumatic “Surgical” Extractions: Newest Must-Know Techniques for Smoother Surgery — presented by Karl Koerner, DDS, MS. Thursday, May 3, 8:30 a.m.–noon, repeating 1–4:30 p.m. This workshop will enable dentists to perform difficult surgical extractions faster and more predictably with little, if any, bone removal. Participants will learn to use traditional surgical principles as well as new techniques and surgical devices. Course attendees can expect to leave with an understanding of current standards of care regarding exodontia and the most appropriate and effective surgical procedures.

It is estimated that 1 out of every 10 dentists will suffer from alcohol or drug abuse at some time in their life.

Help is one step away… The CDA Well-Being Program

If you’re concerned that someone you know or maybe even yourself may have an alcohol or chemical dependency problem, support is available through the CDA Well-Being program.

Northern California

530.310.2395

San Diego

619.275.7180

Central California

559.359.5631

San Francisco/Bay Area

866.430.0922

Southern California

310.406.6319 or

818.437.3204

january 2012

ad council From Page 1

organizations led by the Dental Trade Alliance Foundation. The general concept behind the campaign is to teach low-income parents that they can take an active role in their children’s oral health and in preventing pain their children may experience due to improper oral health habits. The Ad Council accepted the coalition’s proposal in June. In addition to partnering with the coalition, CDA is a key member of the Executive Council, which is overseeing the development of the research-based messages. The coalition’s members hope that the Ad Council’s commitment to an extensive multiyear, na-

tional public service advertising campaign will help improve the oral health of America’s children through oral health messages stressing prevention and the ways parents and caregivers can instill behaviors that will result in a lifetime of good oral health. “Oral health literacy is important to CDA members, and we want to make sure both children and their parents know that good oral health is directly correlated with overall health,” Davidson said. “We hope this campaign results in lower caries rates and improved oral health for children across the country.” The coalition in its entirety expects the campaign could cost between $2.4 million and $3 million. The funds would pay for the hard

costs associated with the campaign, including conducting qualitative and quantitative research; television, radio and print production; distribution through TV, radio, newspapers, magazines and the Internet; media monitoring; research tracking studies; website development; public relations; and media outreach. The Partnership for Healthy Mouths, Healthy Lives dental coalition also includes the Academy of General Dentistry; American Academy of Oral and Maxillofacial Pathology; American Academy of Pediatric Dentistry; American Academy of Periodontology; American Association for Dental Research; American Association of Oral and Maxillofacial Surgeons; American Association of

Orthodontists; American Association of Public Health Dentistry; American Association of Women Dentists; American College of Prosthodontists; American Dental Education Association; Association of State & Territorial Dental Directors; Dental Trade Alliance; Hispanic Dental Association; Medicaid SCHIP Dental Association; National Dental Association; National Network for Oral Health Access; Oral Health America; Organization for Safety, Asepsis and Prevention; Society of American Indian Dentists; and the U.S. Department of Health and Human Services Office of Minority Health. The campaign is slated to begin appearing in national media and on a customized website this year.

Journal looks at sleep issues

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he February issue of the Journal discusses one of the clear overlapping areas between dentistry and medicine: sleep medicine, and in particular sleep-disordered breathing, a topic that ranges from snoring to severe sleep apnea. Sleep-disordered breathing is an enormous unmet health care problem. Articles include an overview of somnology and relevance to dentistry; medical associations and consequences of sleepdisordered breathing; and past, present and future use of oral appliance therapy.

NEW

MEMBERS

On behalf of organized dentistry, CDA welcomes the following new members: Alameda County Dental Society Campbell, Rina M. Butte-Sierra District Dental Society Bowling, Robert Lee Contra Costa Dental Society Singh, Sameen Harbor Dental Society Nguyen, Peter Minh Oh, Kyungseok Los Angeles Dental Society Belgarde-Duru, Carla S. Marin County Dental Society Banks, Jake H. Orange County Dental Society Arman, Sherwin San Diego County Dental Society Chen, Tsu Ping Garate, David M. Lee, Marisa Mei lin Peralta, Ricardo Aurelio Porter, Jonathan San Fernando Valley Dental Society Guerra, Maria Cecilia Fernandez Kamrava, Rambod San Francisco Dental Society Lee, Nancy Anna Mok Santa Clara County Dental Society Dharma, Kanchan H. Ko, Alexander C. Williams, William B. Southern Alameda County Dental Society Mokhayeri, Saeed Stanislaus Dental Society Diwana, Rajeshwari Duell, Elizabeth M. Tri-County Dental Society Hong, Ryan S. Sun, Chun-xiao Western Los Angeles Dental Society Borenstein, Krisena Fell Cacos, Peter P. Denley, Erica Marie Pirih, Flavia Queiroz Tourah, Anita

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12 update

cda cares

How to register for CDA Cares

From Page 1

as volunteers kicked into gear using the calculated setup guidelines of the national charitable organization America’s Dentists Care Foundation, which provides the dental equipment needed for Missions of Mercy. “They started unloading pallets and bins of equipment out of the semi-trailer that travels across the nation. In one area, a group of volunteers was assembling the 100 dental chairs for the event. On the other side, pre-assembled modules supplying air, water and vacuum to the restorative and surgical venues were snapped together,” Demichelis said. “It was teamwork at its best.” By 5 p.m., the volunteers had the room completely set up. The public began lining up outside the convention center throughout the day, and many slept there until the doors opened the following morning. “It was cold and raining, but they were ready to receive the treatment they had waited, in some cases, years to receive,” said Rollofson, chair of the CDA Foundation Board of Directors. “Their spirits were pretty high — they did a lot better than I would have in those elements.” As the two-day Oregon event played out, Rollofson was impressed not only with the setup, but also with the way the volunteers made patients feel welcome. “It was a fantastic, volunteer-friendly event. It allowed for a hands-on experience with patients — they were escorted everywhere they had to go, which helped alleviate fears and made them feel more comfortable,” Rollofson said. When a dentist was finished with a patient, for example, he or she held up a colored card indicating the patient was done in that particular area. A volunteer then greeted and escorted the patient to where they needed to go next. Whether they were being sent to an anesthesia, lab or X-ray station, on the way, volunteers would talk to them about their concerns. There were many life-changing procedures performed during the two days. Rollofson recalled one

CDA Cares is seeking dentists, specialists — including oral surgeons, hygienists, dental assistants, dental students, office staff members, dental lab technicians, and other members of the community willing to donate their time. The event will be held May 18–19, 2012, at Modesto Centre Plaza. Register at cdafoundation.org/cdacares. CDA member Dr. Donald Rollofson saw the lives of Travis Swanson, left, and Crystal Moore changed with dental care provided at the Oregon MOM event. “When they put the flipper in his wife’s mouth, the husband started crying; it was a pretty remarkable moment,” he said.

couple that received partial dentures. “They both had missing front teeth due to previous drug problems. At the time of the clinic, they were both clean, enrolled in college and the wife was also working,” Rollofson said. “When they put the flipper in his wife’s mouth, the husband started crying; it was a pretty remarkable moment.” “These people saw this as a step toward restoration — rather than putting out the fires, it rebuilt lives,” he said. Demichelis was pleased the CDA delegation was able to see firsthand how easily Missions of Mercy integrates everything and sets up the equipment. “It helped to see the layout and flow. They are even able to integrate a lab, which is very impressive,” Demichelis said. Recognizing some of the kinks was also positive, Demichelis said. “Any time you put on an event like this, there is bound to be some kinks. For example, patients were

not being moved through X-ray quickly enough, which backed up the rest of the clinic,” Demichelis said. “So now, we can strategize ways to ensure efficiency and provide as much treatment to as many people as possible at CDA Cares.” CDA Cares will be held May 18–19 at the Modesto Centre Plaza. The event is a collaborative effort among CDA, the CDA Foundation and Missions of Mercy. The CDA Foundation, with the help of volunteer dental professionals and hundreds of lay volunteers, is expected to provide services for more than 1,500 patients during the two days. Patients will receive not only treatment, but also oral health education and counseling regarding possibilities for future dental care. Visit cdafoundation.org/cdacares to register to volunteer. “These community health missions are wonderful events for patients who need care. And because CDA Cares is focused on providing dental services, it is extremely dentist-friendly. It allows those of us who want to donate our time and expertise to do so without having to worry about logistics, supplies or scheduling,” Rollofson said. CDA will continue to provide members with information about CDA Cares in upcoming issues of the Update.

14 update

SB 694

From Page 1

The CDA access to care recommendations approved by the House in November call for a multiyear, 3-phase, comprehensive approach to the access to care issue. Phase 1 calls for the formation of an improved state oral health infrastructure, with a state dental director who would have the authority to coordinate statewide programmatic efforts to improve access to oral health care and to, among other things, more effectively draw down available federal funding for oral health care programs. Phase 1 also calls for an objective, scientifically rigorous study of the safety, quality, patient satisfaction and cost-effectiveness of irreversible/surgical procedures performed by various provider models.

“Having worked together in the past, I have always had great respect for the California Dental Association and was happy to hold my SB 694 until after the House of Delegates met,” Padilla said. “I am pleased that CDA approved the access report and recognized that a comprehensive solution is needed to tackle our state’s oral health issues. Too many Californians cannot access dental services due to lack of insurance or a lack of providers in their local community. I look forward to working with CDA on SB 694 to improve access and oral health for all children and their families.” Although many details remain to be worked out, the initial re-draft of SB 694 contains two major pieces. First, it calls for the creation of a statewide Office of Oral Health within the state Depart-

ment of Public Health, to be overseen by a licensed dentist serving as dental director. The new Office of Oral Health would be responsible for “developing a comprehensive and sustainable state oral health action plan to address the state’s unmet oral health needs.” In recognition of California’s ongoing budget challenges, the bill calls for the use of federal and private funds to be obtained before the office can be established. Second, the bill calls for “a scientifically rigorous study to assess the safety, quality, cost-effectiveness and patient satisfaction of irreversible dental procedures performed by traditional and nontraditional providers for the purpose of informing future decisions about scope of practice changes in the dental workforce that include irreversible or surgical procedures.”

The study is to be focused on services to children in public health settings, and the bill includes intent language stating that any additional dental providers should be “part of a comprehensive integrated system of dental care, with the dentist as the head of that system.” SB 694 is on a fast initial track because, as a two-year bill, it is required by legislative rules to be passed by its house of origin (in this case, the Senate) by the end of the month. On Jan. 9, the bill passed the Senate Business, Professions and Economic Development Committee by a vote of 7-0; and on Jan. 11, the bill also passed the Senate Health Committee. SB 694 is expected to reach the full Senate by the end January. The bill will then have the remainder of the legislative year to be finalized and passed by the Assembly. “CDA’s Government Affairs Council has voted to support SB 694 conceptually as a framework for further discussions, and we are pleased with Senator Padilla’s willingness to work closely with all interested parties in developing this legislation,” said Daniel Davidson, DMD, CDA president. “While much work remains to be done, I can assure our members that CDA will only support a bill that is fully in line with the clear policy direction given to us by our House of Delegates in November.” To learn more, visit cda.org/access.

Dr. Clinton Emmerson, senator’s father, dies at 92

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linton Campbell Emmerson, DDS, Hemet pediatric dentist, CDA member for 67 years, and father of State Sen. Bill Emmerson, DDS, passed away on Dec. 30, 2011, at the age of 92. Emmerson practiced in Hemet from 1955 until his retirement in 2004 and spent much of his time doing volunteer work. Emmerson graduated from the College of Physicians and Surgeons, now the Dugoni School of Dentistry, in 1944. He then served as a dentist at Station Hospital in Georgia as a member of the U.S. Army active duty. Emmerson is survived by his wife of 70 years, Patricia; daughter, Sharon; son, Bill; and three grandchildren, Kate Emmerson, Caroline Chatigny and Clayton Lemons. Emmerson inspired his son to join the practice of dentistry and to serve the public. Sen. Emmerson is currently vice chair of the Senate Business, Professions and Economic Development Committee and the Human Services Committee. He was elected to the California State Senate in June of 2010 after serving in the California State Assembly for six years. The senator passed landmark legislation to help combat poor oral health by requiring all schoolchildren to have an oral health assessment.

Obituaries Jack C. Longley, DDS University of Southern California, 1950 Robert A. Tripp III, DDS University of Southern California, 1993

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