 | | Sally McKenzie |
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Power Thought: McKenzie Management
Typically, when dental teams talk about marketing the practice, it's in terms of a one-time or occasional activity - advertising, promotions, printed materials, special offers, etc. In actuality, marketing is taking place in every interaction that the dental team has with current and prospective patients. It is in the very infrastructure of your practice systems. And it is here that teams need to focus their creative marketing efforts, before thousands of dollars in practice revenues are poured into the next "big advertising campaign." Start by examining the new patient experience in your practice. Pay attention to how patient phone calls are handled. Does your office come across as warm and friendly? Or does the calling patient feel as if they're a bother to those answering the phone? Next, send all new patients a packet of information about your practice within 24 hours after the appointment is made to welcome them and educate them about the office. This includes information about the doctor, the team, the practice, as well as specific forms the patient can complete in advance. It also includes a brief letter from the doctor indicating his/her commitment to providing the best possible care for patients and emphasizes specific qualities about the practice that set it apart from others, such as the extremely high infection control standards, dentistry for the entire family, painless dentistry techniques, cosmetic dentistry, a commitment to never making the patient wait more than 5-10 minutes, etc. Pay attention to the patients. New and existing patients want to know that you and your team have the time to listen to their concerns. It sounds obvious, but you'd be amazed how many dental teams overlook this marketing detail. Treat each patient as the most important person in your office from the moment they walk in until they leave. Be prepared. Patients expect you to have immediate answers to basic questions. Track the common questions that patients ask. Take steps to ensure that every team member is prepared to respond. Never ignore a patient. Acknowledge their presence immediately regardless of what you are doing at the time. It takes just seconds to look over at the patient let them know you will be right with them. If you pretend they are not there, you tell the patient that they are not valued. Remember, every patient interaction is an opportunity to effectively market your practice. Make the most of them. Invest in a website. According to the Internet World Stats Usage and Population Statistics, as of June 2010 nearly 80% of the U.S. population was actively using the Internet. It is the telephone of the 21st century; it's essential you are connected. Before you shell out thousands on your next big ad blitz, shell out some time and energy on the little details. It will help ensure that the big bucks you do spend will be well worth it. Learn more about how to effectively market your practice at www.mckenziemgmt.com. | 
