There may be no more important protocol in "The Protocol Book" than the new patient phone call.

1. The phone is always answered by the second ring, but if not picked up by the second ring, anyone in the office who is available is required to pick up the phone before the third ring.
2. Smile! -- not kidding.
3. Write down, repeat and use their name throughout the conversation.
4. Determine why they're calling, what their need is (i.e. "What can I do for you?"  "How may I help you?")
5. Think common bonds (who else do you know that they might know?) when inputting personal information, like where they live or work.
6. Input insurance information whether you take insurance or not.
7. Provide a "mini dental history."   Is there any pain or discomfort?  Hot or cold and how long?  Spontaneous pain?  History of pain (when did it start?)  Get patient to verbalize a broken tooth in fractions (half or quarter of tooth gone).  Do your gums bleed?  Are there any other teeth or problems in your mouth that presently don't bother you, but previously hurt?
8. Explain doctor's philosophy of comprehensive care (i.e., complete exam and x-rays).  This is easier than you think.  Simply state:  "Well, Ms. Smith, this is what you can expect today.  The doctor is certainly going to take care of your toothache, but she will also do a complete exam with radiographs."

Eight out of ten patients won't question this.  Refer to The Art of Getting Paid for more information on this, as in when patients resist.

Despite the bevy of other opinions, it is the author's view that attracting "quality" new patients is the primary challenge in dentistry today.  I would define "quality" as an independent patient -- free from managed care -- who has an average dental IQ with reasonable expectations of the out-of-pocket expense associated with comprehensive care.  It is also my opinion that getting to "yes" (as in case acceptance) begins the moment you pick up the phone.