1- Online/Website Marketing Presence

Align your online marketing with the goals for your practice. 

• Keep navigation simple and easy to use.
• Regularly update your website with current information. Also, highlight new services, special offers and technology in the practice.
• Make sure your services deliver what your website promises.
• Create a warm, personal connection with patients through your website copy and images.
• Match the look and feel of your website with the atmosphere your patient experiences in your office.
• Personalize your website with actual office images (not stock photography).
• Introduce your entire team along with additional photos to personalize the website experience.
• Include a map and directions to your office.
• Provide easy, multiple ways for patients to contact your office (email, phone, online chat).
• Don’t forget to add patient reviews and compelling testimonials.

2- First Call

Ensure your patient’s very first connection with your office is warm, inviting, and memorable.

• Use active listening to build rapport.
• Use the patient’s name with correct spelling and pronunciation.
• Express a sincere interest in the patient’s reason for the visit.
• Be sure to address the patient’s chief concerns.
• Utilize an Inquiry Form to ensure all necessary information is gathered.
• Offer resources and additional support based on the patient’s needs.
• Confidently assure the patient that he or she has made the right choice with your office.

3- Form Completion and Welcome Packet

Simple and convenient are the key words here!

• Provide more than one option for completing and submitting forms (such as online downloads, email and mailing a Welcome Packet).
• Communicate these options clearly and make them easy to find on your website.
• Make sure forms are easy to read, understand and complete.
• When using paper forms always use original professional forms. Photocopied forms do not reflect a state-of-the-art practice.

4- First Appointment Prep

Being prepared is the key to making your new patient’s first appointment smooth and efficient.

• Automated reminder systems work great, but new patients will appreciate a personal phone call 2 days prior to their appointment.
• Research and verify insurance benefits in advance.
• Ensure all forms are completed and information is entered into the computer system prior to the patient being seen.
• Use the information the patient provided during that initial call to anticipate his or her needs and comfort.
• Share all new patient data with the entire team (discuss in morning huddle, notes entered in computer and/or on routing sheet).

5- Patient Arrival

Warmly welcome each new patient to your office.

• Greet the patient by name upon arrival.
• Notify the team as soon as the patient arrives in order to minimize wait time.
• Use positive reinforcement: Acknowledge and thank the patient for arriving on time and completing forms in advance.
• Provide a clean, comfortable reception area with conveniences such as:

• Drinks and healthy snacks.
• Free Wi-Fi and/or use of a computer station or ipad
• Variety of magazines and educational materials
• Television with cable, movie and/or educational options
• Restroom facilities with brushing and rinsing supplies

6- Practice Environment

The clinical environment (including every team member!) reflects your office’s professionalism and inspires patient confidence.

• Keep the atmosphere up-to-date, clean, organized and comfortable.
• Find ways for each team member to take professional pride in the office environment.
• Be sure each team member’s personal appearance is neat and professional with consistent uniforms.
• Take steps to ensure each team member’s beautiful smile reflects great dental health and the services you provide.
• Make a plan for addressing any necessary “makeovers”.

7- Clinical Experience

Match the patient’s clinical experience with the expectations you create.

• Address all patient concerns and do not make promises you cannot keep.
• The patient’s comfort is always paramount — offer comfort options such as: a blanket, pillow, neck wrap, warm wipes following treatment, etc.
• Review intake, health history, and smile evaluation forms directly with the patient.
• Always speak face-to-face to the patient, not while standing or sitting behind him or her.
• Practice active listening as you restate what you understand the patient to say.
• Be sure team handoffs reinforce what the patient has shared and communicate services, needs, and desires clearly.

8- Treatment Plan Presentation

Present treatment plans briefly but thoroughly in plain language the patient can understand.

• Eliminate confusing dental terminology (such as PFM, SRPs).
• Provide a private setting to present and discuss the treatment plan.
• Presenting the treatment as an all-inclusive plan leads to less confusion.
• Include the consequences of failing to complete recommended treatment.
• Be sure to address all of the patient’s questions before discussing financial arrangements.

9- Financial Arrangements 

Establish a consistent office policy for discussing financial matters clearly and in a spirit of partnership aimed at achieving the patient’s goals. 

• Anticipate patient concerns to eliminate any surprises.
• Discuss financial matters with the patient in a private setting.
• Ensure financial arrangements are made only with the team financial coordinator.
• Present arrangements as an all-inclusive plan, in a way that communicates and establishes value.
• Offer financial planning options in direct response to the patient’s concerns and budget.
• Institute procedures that include a signed agreement, a deposit, and scheduling of the next appointment.

10- Relationship Building

Consistent connections with your new patients will build long-lasting relationships that underscore your track record for exceeding patients’ needs.

• Follow-up contacts reinforce a positive experience:

• Thank the patient for choosing your practice.
• Reinforce your desire to meet the patient’s needs.
• Ask for suggestions to improve the patient’s experience.
• Allow the patient to ask follow-up questions.
• Offer an incentive for patients to refer others to your office.

• Cultivate your connections to your patients:

• Utilize social media.
• Provide educational newsletters.
• Get involved in your community.
• Create patient appreciation offers and events.
• Remember patients’ birthdays and special occasions.

As in the words of Jeffrey Gitomer, ‘Customer satisfaction is worthless. Customer loyalty is priceless…is the measure of  your present and future success’.  If you haven’t checked out his book, it’s a must and can easily be mapped onto our everyday with patients. Building a practice filled with lifelong loyal patients is not only priceless, it is the most rewarding culture you can create for you and your team.

As always, this space is for you too…please share your ideas and what you and your team are up to in creating extraordinary experiences and loyalty with your new and existing patients. Which of these ten steps is an area you can expand in your practice? And, which steps do you and your team have mastery over? If you have any questions or wish to private message me, please feel free to email me: Chris@hygienebydesign.com.

I look forward to supporting you.