By Bonnie Bradbury, RDH, Executive Coach, Fortune Management
While some practices experienced a decline last year, many others continued to steadily grow. Dental practices today fear losing patients to the ever-disappearing economy as the negative headlines dominate the news. Don’t buy into this. As a business owner in difficult times, change your thinking and concentrate on what you can change. Now more than ever, I encourage teams to focus on internal marketing and the patient experience. Studies have shown that in successful practices, approximately 70% of all new patients receive referrals from family, friends, or coworkers. Simply put, effective networking is the best advertising money can’t buy.
In the book Purple Cow, Seth Godin talks about what it takes to create five-star customer service. He states, “Cows, after you’ve seen one, or two, or ten, are boring. A purple cow, though … now that would be something. Purple cow describes something phenomenal, something counterintuitive and exciting and flat out unbelievable. Every day, consumers come face to face with a lot of boring stuff — a lot of brown cows — but you can bet they won’t forget a purple cow. And it’s not a marketing function that you can slap on to your product or service. Purple cow is inherent. It’s built right in, or it’s not there. Period.”
It is a series of decisions and action steps every day that creates the ultimate client experience in your office. Dental teams must embrace the spirit of hospitality — treating new patients like they would treat a special guest in their home. Follow these steps and you’ll turn new patients into raving, life-long fans.
Step 1: Telephone technique: The first impression
Practices should not underestimate the power of the first impression. A lot of dentists overspend on external marketing, but often fail to rehearse what happens once a prospective patient calls the practice. Start with your first impression, the telephone. Ask yourself, what is your telephone greeting? Who will be talking to the new patients? Will you have a new patient concierge? Determine if you, the doctor, will be calling the new patients before the initial visit. Make sure your team knows the ultimate outcome of the new patient calls. Consider creating a telephone script so that you have a consistent message. As Seth Godin says, “A slogan that accurately conveys the essence of your purple cow is a script.”
Step 2: The initial visit: It’s show time!
Once the new patient arrives at the practice, it’s show time! Reverse your roles often and think like a patient who walks into your office. What do patients see when they first walk in? Make sure that it is esthetically pleasing to the eye. Evaluate your reception area and front desk. Make sure it welcomes patients. Determine office attire and how your staff looks. Decide who is to greet patients when they arrive, how the office tour will be given, and where the new patient interview will take place. Make sure your hand-offs are crisp and seamless and that new patient exams are scheduled to be seen on time. How long will the new patient exam process take? Keep morning huddles so that everyone on the team is ready for new patients each day. Determine how welcome packets will be distributed, whether through on-line forms or mail.
Step 3: Case presentation and enrollment: The transference of ownership
To get your patients to say yes, you must first establish rapport. Second, learn your patients’ needs and values. Ask them qualifying questions such as, “What do you value most in your dental health?” or “What should happen today in order to make this a successful appointment?” While listening to their response, notice any emphasis. Remember that you can’t present the case until you know their values and needs. Third, give them what they want. The best way to get there is to show them how their present conditions conflict with their highest values. Show them how you can help. Ask questions such as, Does this sound / feel / look like we are on the right track? Does this sound / feel / look like something you should do? Assume acceptance and get a verbal commitment from patients. Finally, congratulate them on their decision and pace their next steps.
Step 4: Becoming “world class” and unique
Keep in mind that it costs money for elaborate external marketing programs, and costs virtually nothing to keep the patients you have. Be unique and outstanding and you will breed raving fans of your practice. Some questions to consider: What other visual enhancements do you need to greatly improve your environment? How important is a “green” office? What auditory enhancements do you need to enhance patient comfort? What can you do to make patients “feel” better? What gifts will set you apart? Are you using “care to share” effectively? Use networking as a key marketing tool for your office. The ideal time to ask for a referral is after a patient gives you a compliment. Let them know that if they have friends, family, or coworkers who need a dentist, you will take good care of them. The best referrals come from existing patients. Let them know you consider it a compliment that they are referring to you, and thank them with a gift and personal note.
Seth Godin writes, “Where does remarkable come from? Often, it comes from passionate people who are making something for themselves. Are you obsessed or just making a living?” If you are obsessed with creating a five-star customer experience for your clients, your business will grow through effective referrals, and the success of your practice will shine through to every single person who visits your office.
About Fortune Management: Fortune provides an unparalleled combination of training, personal coaching, management and support systems designed to enrich the professional, personal, and financial lives of health-care practitioners. If you would like to find out more about how to become a five-star practice, contact us at (888) 777-1110 or [email protected].