Dr Ali Rifai

Q: Tell us how your practice evolved.

 Dr Ali Rifai: When I purchased my practice in Surrey in 2015, I inherited a decent patient base from a retiring dentist. Over the next few years, I increased our turnover by expanding our services to include orthodontic and implant cases. However, by 2018, I felt like I had hit a brick wall. Despite the financial growth, I lost interest and confidence in pushing the business further. I had even expanded the practice physically, but hesitated to utilise the space entirely.

After my initial consultation with Drs. Rahul and Bhavna Doshi, I received an immediate boost in confidence. They encouraged me to complete the rebranding and install the new surgery I had been delaying. Brainstorming conversations with DWB reignited my passion for my work. We all shared the same goal and were focused on achieving the same aim. Bhavna called this concept developing a "Master Mind". It was a game-changer. Not only did it reinvigorate my interest in the practice, but it also aligned the entire team with the new vision. Continually applied the concept of the "Master Mind " to the team. We all became more excited and committed, and this collective enthusiasm was key to our subsequent growth.

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Q: What were the five main specific things that helped you the most on your journey to success?

Dr Ali Rifai: The DWBcoaching program was pivotal in transforming both my professional and personal life. Firstly, it motivated and unified my team and me around a common agenda focused on improving service, fostering business growth, and nurturing innovation. This unified vision helped us enhance the quality and efficiency of our practice. Secondly, I gained the confidence to implement new ideas and strategies, which was crucial for overcoming my initial hesitation in expanding the practice. Thirdly, DWB provided a comprehensive understanding of how to execute a coherent marketing strategy. This was something I struggled with before, and their guidance helped me connect better with our target audience. Fourthly, the program introduced me to other like-minded practice owners, creating a network where we could exchange ideas and learn from each other's experiences. This peer support was invaluable. Lastly, both Bhavna and Rahul revitalised my interest in running and growing my own business, pushing me to pursue new levels of clinical skills in dentistry. It reignited my passion for being the best in my field.

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Q: Can you give some critical takeaways that had the most significant impact on your practice?

Dr Ali Rifai: Sure.

The first major takeaway was learning to design and plan for growth effectively. Drs. Bhavna and Rahul provided a unique perspective that seamlessly combined clinical dental expertise with entrepreneurship and focused business fundamentals. This blend of knowledge supplied me with a higher-level strategic thinking framework essential for achieving exponential growth in my practice.

Another crucial aspect I learned was the importance of change management. Understanding the elements of change management is vital if you want to overcome team resistance to growth. More importantly, it's about bringing the team along on the change journey with you. The program empowered me with the right tools and techniques to prevent unnecessary confrontations and resistance. This has been instrumental in creating a more harmonious and cooperative work environment.

Lastly, a significant takeaway was the need to change my mindset before implementing any growth plan. This mindset shift is crucial not only for the practice owner but also for the entire team. The program emphasised that personal growth and a positive mindset are foundational to any successful business strategy. By adopting this mindset, I inspired and motivated my team, ensuring that we all worked towards the same goals with a shared vision and enthusiasm.

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Q: How did you enhance the patient experience in your practice?

Dr Ali Rifai: The patient's journey begins with the initial phone call, which we have transformed into a warm and comprehensive interaction. Our front-of-house team was trained to handle calls confidently and collect all relevant information to ensure a smooth experience for patients from the outset. We introduced a Treatment Coordinator (TCO) who meets with patients in a non-clinical, relaxed environment, complete with amenities and a photo studio. This setup helps patients feel comfortable discussing their needs and concerns. The DWB tools and communication techniques were invaluable in this respect, guiding patients to make the best-informed decisions for their dental care.

Additionally, the consultation with the dentist is now more structured and thorough, utilising visual aids to explain diagnoses and treatment options. This transparency has greatly improved patient satisfaction and trust in our services.

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Q: How did you cultivate a positive team culture within your practice?

Dr Ali Rifai: Building a positive team culture began with clearly communicating my vision for the practice and soliciting the team's commitment to this vision. We celebrated individual successes, held regular meetings where everyone's voice was heard, and organised social gatherings to build camaraderie. An open-door policy and flexible working conditions made it easier for team members to approach me with their concerns and suggestions.

We also prioritised training and professional development, encouraging staff to upskill and gain new qualifications. This not only improved their job satisfaction but also enhanced the quality of care we provide to our patients.

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Q: What motivated you to seek coaching initially?

Dr Ali Rifai: Initially, I felt stuck and unsure how to push the business to the next level. I had been let down by previous marketing agencies and wanted guidance from someone with first-hand experience in running a dental practice. My goals included attracting more high-value cosmetic and implant cases, as well as creating a cohesive growth strategy tailored to my practice's unique needs. The comprehensive approach offered by DWB, covering both business and clinical aspects, was precisely what I needed.

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Q: Did the DWB program meet your initial expectations and goals?

Dr Ali Rifai: Absolutely. From the first consultation, I felt engaged and confident in the direction we were taking. The DWB program exceeded my expectations, particularly in how it successfully kept the entire team engaged and aligned with our goals. Even during the challenges of the COVID-19 lockdown, the support and strategies provided by Drs. Bhavna and Rahul were invaluable. They helped us navigate through uncertainty and emerge stronger.

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Q: What specific tools, techniques, or strategies did you use most frequently?

Dr Ali Rifai: Two tools stood out for their simplicity and effectiveness: the end-of-month Snapshot and the tally sheet at reception. The Snapshot helped us track financial metrics and identify growth opportunities, while the tally sheet monitored patient inquiries and conversions. These tools provided quick, actionable insights that were crucial for our decision-making processes. However, I didn't find them time-consuming or overly complicated. These were the very same tools that both Bhavna and Rahul had used in their own practices while working clinically. So we had a tried and tested protocol to follow.

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Q: How has the coaching program impacted your personal development and mindset?

Dr Ali Rifai: The program fundamentally changed my mindset. It taught me to approach both business and personal challenges with confidence and a strategic outlook. I learned to assess the effectiveness of marketing strategies, engage more effectively with my team, and prioritise my own well-being. I now read more, both professionally and personally, and strive to maintain a healthy work-life balance.

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Q: What does growth mean to you?

Dr Ali Rifai: Growth is about building on existing successes and showcasing the full potential of my business. It's about capitalising on my training and expertise to offer more advanced treatments and seize new opportunities within the community and the dental industry. It's also about personal growth—becoming a better leader and a more confident business owner.

The financial growth was evident within the first year of coaching, with a 25-30% increase in turnover. This growth allowed me to transform the practice into a thriving entity that was attractive to corporate buyers. On a personal level, the program equipped me with the skills and confidence to continue growing in my career, whether in dentistry or broader entrepreneurial endeavours. The team also benefited significantly, becoming more skilled, confident, and invested in the practice's success.

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Q: How have you improved and elevated your standards of care?

Dr Ali Rifai: The program instilled a deep commitment to continuous improvement, not just in clinical practice but also in patient experience and team development. We invested in the latest technology, enhanced our patient journey, and increased our involvement in community events. This holistic approach has made our practice a respected part of the community and a preferred choice for patients.

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Q: What does the future hold?

Dr Ali Rifai: The knowledge and experience gained from the DWB program have shaped my vision for the future. I plan to continue expanding my expertise in dental practice management and explore new ventures within the industry. The program has given me a solid foundation to build upon, and I am excited about the possibilities ahead.