I Went From Skeptic To An Orthodontic Success

The GrowOrtho Podcast

In the rural town of Paducah, Kentucky, where driving an hour for dinner is commonplace, one orthodontist has managed to double his practice without adding extra workdays. Dr. Shawn Rice, a self-proclaimed perfectionist with a humble beginning, transformed his practice through strategic changes that many might find unconventional. This is the story of how he overcame skepticism, embraced new methods, and found greater fulfillment in his profession.

A Rural Beginning And The Quest For Stability

Growing up as a farm kid in western Kentucky, Dr. Rice experienced firsthand the uncertainties of rural life. When his father sold the family farm during his teenage years, it left a lasting impression on him. Determined to find a stable career, he initially considered becoming a pediatrician but shifted to dentistry after reassessing his options.

An unexpected incident at 17, where he lost a lower incisor while intervening in a fight, led him to orthodontics. His orthodontist’s willingness to meet him at midnight to fix his teeth left a profound impact. “You can change someone’s life, how they feel about themselves, and how the world looks at them,” Dr. Rice reflected on his choice of profession.

Building A Practice In A Competitive Landscape

After graduating from the University of Louisville’s orthodontic program in 2000, Dr. Rice returned to Paducah to start his own practice. Despite being in one of the most competitive areas on paper, his priority was family—ensuring his children grew up knowing their grandparents.

For nearly two decades, Dr. Rice operated out of a modest office in a less frequented part of town. “It took me ten years to even start to get busy,” he admitted. His practice relied heavily on Medicaid patients, comprising about 15-20% of his clientele. This was his way of giving back, though it eventually became financially unsustainable.

The Turning Point — Embracing Change

In 2019, Dr. Rice moved his practice to a more visible location near the local mall, resulting in a 30% growth purely from increased foot traffic. However, he faced a significant challenge: the Medicaid program was causing a loss of $800 per case due to overhead costs. Realizing this was not sustainable, he made the tough decision to stop accepting Medicaid.

Seeking alternatives to grow his practice and continue serving underprivileged patients, Dr. Rice began exploring new marketing strategies. In June 2022, he partnered with a marketing firm (referred to here as “Hip”) and was introduced to modern orthodontic business practices. Initially, he was resistant. The idea of offering promotions like “$500 off” seemed counterintuitive. “Why would you do that?” he questioned, concerned about the potential loss in revenue.

Fishbein Fundamentals — A Game Changer

Dr. Rice’s turning point came when he attended a training program called Fishbein Fundamentals. Accompanied by his team, he was exposed to innovative strategies that challenged his traditional mindset. His staff was enthusiastic, ready to implement what they had learned, but Dr. Rice was hesitant.

After some deliberation, he decided to take a leap of faith. Right before Thanksgiving, he agreed to adopt the recommended changes, including offering a $500 discount and restructuring payment plans to lower the barrier of entry for patients.

Immediate Results And Sustainable Growth

The impact was immediate and overwhelming. Upon returning from the holiday break, the practice had 70 new patient inquiries, far exceeding their scheduling capacity. “We had no place to put them,” recalled Lori, Dr. Rice’s office manager. The team quickly reorganized their schedule, adopting the efficient systems they had learned.

By reducing the initial down payment and offering more affordable monthly payments, Dr. Rice made orthodontic care accessible to a broader demographic. This approach not only compensated for the loss of Medicaid patients but also aligned with his original goal of helping underprivileged kids.

Efficiency Without Compromising Quality

One of Dr. Rice’s concerns was maintaining the quality of care while increasing patient volume. Known for his meticulous nature—spending 20 minutes on tasks like debonding braces—he feared that efficiency might compromise results.

However, he discovered that with better time management and trust in his initial assessments, he could maintain high standards without the extra minutes. “You can go faster than you think you can,” he realized. By reducing unnecessary repetition, he freed up time to see more patients without extending his workweek.

Working Less, Achieving More

Remarkably, Dr. Rice managed this growth while reducing his workdays from three and a half to three per week. His practice saw a 101% increase in growth, and they are on track to double their annual revenue from when he started implementing the new strategies.

The practice’s success did not require expanding to multiple locations or hiring additional orthodontists. In a rural area where the population is dispersed, Dr. Rice focused on maximizing his existing practice’s potential. “We just want to keep it going where we’ve been going,” he stated, emphasizing quality over quantity.

A Team Effort And The Integral Role of HIP

Dr. Rice credits much of the success to his dedicated team and the integral role played by HIP. His staff was eager to implement the new strategies, and HIP’s expertise provided the necessary framework to handle the influx of new patients and reorganize the practice’s operations efficiently.

By lowering financial barriers, the practice could help more patients than ever before. A notable example was a Medicaid-eligible child who didn’t qualify for the program. With the new payment plans structured under HIP’s guidance, the family could afford treatment without the aid of Medicaid. This allowed Dr. Rice to continue serving those in need while maintaining financial viability.

Lessons Learned and Future Outlook

Dr. Rice’s journey offers valuable insights:

1. Embracing Change Can Yield Significant Rewards — Overcoming initial skepticism allowed Dr. Rice to discover effective strategies that aligned with his goals.
2. Efficiency Doesn’t Mean Compromising Quality — By streamlining processes, he maintained high standards of care while increasing patient volume.
3. Lowering Barriers Benefits Both Patients and Practice — Flexible payment options made orthodontic care accessible to more people, leading to practice growth and community impact.
4. Team Buy-In Is Crucial — His staff’s readiness to adopt new methods was instrumental in the successful transformation.

Looking ahead, Dr. Rice plans to continue refining his practice within the rural community he serves. While he doesn’t aim to expand geographically, he remains open to opportunities that align with his mission of providing quality care and giving back.

Dr. Shawn Rice’s story is a testament to the power of adaptability and the positive outcomes that can result from embracing new ideas. In a field where traditional methods often prevail, his willingness to challenge the status quo not only revitalized his practice but also enhanced his ability to serve his community. For professionals hesitant about change, Dr. Rice’s experience illustrates that growth doesn’t necessarily require more time—it requires the right strategies and an open mind.

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