Sally McKenzie

It is the most important marketing tool you have. It's consistently the most effective means of setting your practice apart from the others. It is the unique feature that no one can duplicate. What is it? You are it, regardless of whether you are the dentist, the hygienist, the assistant, the scheduling coordinator, or the business manager.

In the eyes of the patient, dentistry may be the service delivered, but it's the team of people who deliver that service that are, in many respects, "the product." Patients are hard-pressed to judge the quality of the dentistry. But they certainly can and do judge what they perceive to be the quality and competency of the team, all the more reason to pay attention to how you market yourself in every patient interaction.

Self marketing is continually strengthening the practice's relationship with each patient. Sounds simple, right? But in reality, it takes a conscious effort. The key is in controlling the unintentional marketing messages.

For example, when dental assistant Ellie, enters the operatory and begins her preparations without acknowledging the patient, she is subtly "advertising" that she doesn't want to be bothered. She is not encouraging conversation, discussion, or creating an atmosphere in which the patient is comfortable asking questions. The patient, already anxious about the procedure, isn't put at ease. The message may be unintentional, but it is harmful nonetheless.

Business employee Ruth is working diligently at her computer. She just wants to finish this one little project before she "deals with" the patient at the counter. She is "marketing" herself in the worst possible way, yet she is completely oblivious to the negative message she is sending.

Minimize the negative messages by focusing on intentional marketing messages. For example: welcoming messages, calming messages, helpful messages, concerned messages.

Your "welcoming messages" tell patients that you are glad they chose your practice. When they walk in the door they are welcomed to the practice. Take a page from the big-box retailers. Everyone on the team who encounters "Mrs. Patient" should acknowledge her with a smile and a "good morning."

Your intentional "helpful messages" consider the patient's time, payment concerns, their ability to get an appointment, etc. In these interactions, you are clearly and intentionally conveying an attitude of helpfulness.

Your intentional "concerned messages" demonstrate to patients that you are focused specifically on them when they are talking to you or you are talking to them. You look them in the eye. You don't look past them to see what is happening in the treatment room, hallway, or waiting area behind them. Your focus is completely on the patient. You listen carefully to what they are saying rather than thinking about how you will respond. You address their questions and concerns with sincerity and understanding.

Ultimately, self marketing is presenting yourself in the best possible light to patients and demonstrating this through genuine concern, positive attitude, and delivery of excellent service every day.

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Linda Drevenstedt

1. The best defense is a good offense. Always discuss fees and payment options with every patient. Have an agreed payment plan for every treatment plan over $500.

2. Mail statements consistently. Even if you have insurance pending, send everyone who owes you money a statement EVERY month-no exceptions.

3. Be sure all statements have a Due Date clearly marked. Include an option to pay with a card.

4. Review statements before mailing and add specific notes or stickers such as"30 days past due".

5. Send statements immediately after insurance pays. If there is a balance due, include a credit card option on the statement and also include an addressed return envelope.

6. Call patients who have not paid within 60 days on the 10th day after the last statement goes out. Ask for payment within 10 days.

7. Send patients a copy of the patient's claim when insurance denies payment. Send a statement with a due date in 10 days. If the balance is large, send a CareCredit© application in the envelope.

8. Send a gentle collection letter 10 days after the call if no payment is received. It is critical to stay on a regular schedule once you start collections calls or letters. The sequence needs to be prompt from your office. This is not a "Oh, my the check book is low, go call some overdue accounts." This is a systematic, consistent system to Get Your Money. Someone on the team needs to be accountable for following through with the steps.

9. Send a second Collection Letter 10 days later if no payment has been made. This is a more firm letter with a CareCredit© application and an option to pay the amount in 3 equal payments on their credit card.

10. Send a third Collection Letter 10 days later if no payment has been made. This is a final notice or letter. Send this registered mail.  

11. Turn the account over to a collector if the final notice gets no response within 10 days. In your dental software, tag the record with a billing category that so they will not received any further statements.

12. Send a patient dismissal letter. Follow the guidelines for dismissing a patient provided by the ADA or your state dental association.

The key to great collections is consistency and follow-through. Get together with your front office team and put these guidelines into practice and you will Get Your Money.

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