We kicked off this 3-part series with a focus on setting the right expectations for success with your patients.
Let’s pick up where we left off with a couple of clear examples of how you can use this perspective and strategy to choose one key expectation you feel is really important to your patients, and then blow that expectation away.
A Dentist is a Dentist… Right?
Many patients assume that one dentist is as good as any dentist. But when you walk into truly successful practice, take notice of the feature walls that showcase endless certificates, diplomas, and continuing education credentials. The message is clear – this isn’t a run of the mill dentist and team. By exceeding expectations through sharing the education, experience and training that goes into their care, practices position themselves as the experts in their market, and successfully attract large cases on a regular basis.
Hours of Operation
These days, patients will expect their dentist to be open from 8 am to 5 pm or so, Monday through Friday. This strategy you follow here will contribute heavily to the overall experience and service you provide, and your fanbase will follow suit. Try to find the best balance between taking care of the team, while being smart about what your customers (patients) are looking for.
Peace-of-Mind
When it comes to your restorative and cosmetic work, we know that today’s patient has more questions than ever before. The power that comes with a proactive approach to offering patients ultimate protection and service comes with staggering results! Dental Warranty Certified Practices who have worked this into their every-day treatment planning and service for patients see higher patient engagement, higher treatment acceptance – and grow their results through happier, more loyal patients who continue to come back. This is a great example of how using the right tools in the right way will help you blow expectations out of the water.
Take Action!
Keeping your market (the local area you serve) in mind, here are some questions to get you thinking:
1) In what areas are you currently exceeding patient expectations?
2) What expectations are important to your patients but aren’t currently being met by other dentists in your market?
3) What expectations are most important to your patients? How do you know?
4) In what areas would you like to better exceed patient expectations?
Strategy 2: Prevent Patient Neglect. Do you have systems in place?
Here’s a jaw-dropping stat: 40% of our new patients come once and then don’t return again.
Granted, every practice will experience some leakage. After all, 20% of the U.S. population moves every year, plus, not every patient is a good fit for every practice. But many of the patients who don’t stick around should, right?
If your patients were asked to answer these classic questions, what would they say:
“I chose my dentist because _____________.”
“I stay with my dentist because _____________.”
We would argue that there are more reasons for patients to leave, and that it will become harder, not easier to retain patients than ever before.
Here are a few reasons why:
- More Patients ARE Losing DENTAL Insurance
A few years ago, Gallup reported that only 50% of the U.S. adult population has dental benefits. As cost of health insurance increases, HR departments are looking to reducing dental benefits as a way to cut costs. Patients who lose their dental benefits are at risk of leaving your practice.
- Discount dental offers
While the Groupon craze and its ensuing flood of thousands of copycat daily deal companies has died down in the last 18 months, there will never be a shortage of dentists using discount marketing tactics to generate new patients. Look at your email, mailbox, or windshield, and a “Cleaning and X-rays for $49” offer is never far away. In the absence of loyalty, why shouldn’t a patient switch to a cheaper dentist?
- The Trust Vacuum
“You never get a second chance at a first impression,” as the saying goes. Case acceptance, hygiene compliance, and referrals are all built on a foundation of trust. Without trust, there is no loyalty.
- Bad Experience
Ever hear this after telling someone you work in dentistry? “Oh, I hate the dentist.” What they are really saying is, “I’ve had a bad experience, and I avoid repeat performances when possible!”
- MAJOR Life Events
Big life changes can throw a wrench into loyalty. Moving, obviously, but what about marriage? More people than you might think change simply because their spouse’s loyalty to their dentist beat out their own!
There are many “danger points” in the practice-patient relationship where you can lose a patient.
Having your systems and tools in place and at the ready will help you prevent simple errors and unnecessary loss of patients.
Stay tuned for Part 3 where we’ll break down the best tools and systems that will give you the most impact on your quest to keep more (really happy) patients.