Al Lipper who is a Dental Success Consultant gave some interesting insight into dental marketing on the dental discussion forum recently. He talks about how persistent interaction with the patient help retention and in the acquiring of new patients. He give some very interesting information that is very helpful to all practices. The following is an excerpt from his article:
Interaction #1 – The Medical Questionnaire
By surveying patients, Dr. Wise learned that most patients prefer to complete their paperwork at home. Many perceive the form as “too time consuming” to complete during the visit. To improve patient satisfaction, Dr. Wise has office personnel complete patient’s medical questionnaires by phone.
Interaction #2 – The Patient Orientation Package
Dr. Wise mails an orientation package to welcome new patients. The kit features useful dental information accompanied by a copy of their completed medical questionnaire. The completed form gives the new patient a chance to add or amend any information. The patient orientation kit instills patient trust that Dr. Wise’s office is professional and devoted to quality dental care. Since the practice started mailing new patient packets, the number of appointment cancellations has been reduced substantially.
Interaction #3 – The Personal Appointment Reminder
When Dr. Wise’s office leaves the appointment reminder message, it demonstrates a commitment to reliable dental care.
Interaction #4 – Distinctive, Branded Giveaways
To distinguish his practice from other dental offices, Dr. Wise equips new patients with a gift box opposed to a gift bag. By using a different encasement for the dental supplies, Dr. Wise’s giveaways brand and set his practice apart from the competition.
Interaction #5 – The Appreciation Communiqué
As a follow-up to the patient’s appointment, Dr. Wise uses the appreciation letter as a form of market research. The letter requests that the new patient provide feedback on their experience so they can receive even better service in the future. The thank you note again exemplifies Dr. Wise’s devotion to customer excellence and supports the exceptional patient experience.
Interaction #6 - The Referral Reward
At Dr. Wise’s office, referring patients receive a $5 Gift card from Starbuck’s Coffee. However patients who provide on-going regular referrals or those who refer large cases get specials gifts - anything from a nice pen or travel alarm clock to a new iPod. You might think this is excessive, but gifts like this are more than paid for by a single additional referral. What’s more is that each time the patient uses one of these gifts, they are reminded of what a great dentist he is. Rewarding existing clients for making patient referrals conveys an appreciation for patient loyalty and inspires future referrals. Not to mention, maintaining patient allegiance is as important as cultivating new customers.
At the end of the day, Dr. Wise wows and dazzles new patients with attentive customer service. It’s not because he doles out nifty gift boxes and gift certificates. It’s the exceptional patient experience. Aside from extraction, cosmetic procedure or other dental services, it’s the cumulative patient contact or interaction that provides the patient experience.
Perpetual persistence is the tool and strategy multi-millionaires apply. Ask any uniquely successful individual the secret to their success, and they will purport perpetual persistence among their keys to success. At least, it’s what Oprah Winfrey, Warren Buffet and Bill Gates claim. Whether it’s the persistence of knocking on doors for new business or perpetually following a proven market strategy, this strategy provides dependable, consistent results.
Perpetual persistence is a marketing methodology that not only cultivates new patient relationships; it ensures the retention of new patients. How will you implement it in you practice?
I wanted to make my own comment regarding what Mr. Lipper has stated here. I believe that all 6 of the above interactions can be done via the Internet! That is what is so wonderful about the web. Granted it’s still good to interact with people in person. But all 6 of these interactions can and will add up to be quite costly for you in terms of overhead. But if you can utilize the web to help you in these interactions, you will save time and money and make more money reaping the benefits of such practices.
