Dental teams, let's face it, sometimes the days in the dental office become a bit of a dull routine. Certainly, that's not to say that the care provided isn't excellent. But the experience for the patient may be less than stellar.

Let me explain. You may think you are providing excellent customer service but today's "high expectation" patients, who are questioning their expenditures more than we've seen in decades, want to feel the time spent in your practice is truly worth the investment. Too often the dental appointment is viewed as yet another expense with little return. Consequently, your practice is likely to experience more patients missing, skipping, or cancelling appointments, long before you even suspect that there's a thread of dissatisfaction winding through your patient base.

It's time to shake up the routine and make the most of "marketing moments." For example, turn the "routine" hygiene visit into an exceptional patient experience in which the clinical team emphasizes the importance and value of oral health care. Too often the hygienist explains to the patient that s/he is seeing signs of periodontal disease. Then the doctor does the exam and tells the patient "everything looks great. See you in 6 months." The patient is not only puzzled but questions the team's clinical skills.

Maximize this marketing moment with basic communication. The hygienist tells the doctor what s/he has found and subsequently discussed with that patient. The doctor immediately knows that the patient is prepared to hear a more detailed diagnosis and treatment plan. The patient, in turn, understands the value of ongoing dental treatment and sees yours as a clinically reliable team.

Next, take time to celebrate the fact that your practice's relationship with the patient truly is a partnership as without them, there is no practice. Look your patients in the eye and say, "Thank you for choosing this practice." Give them a letter from you and your team thanking them for their ongoing confidence in the practice and their commitment to pursuing excellent oral health. Try it and you'll find that your patients are both stunned and thoroughly impressed.

Routinely show patients that you value them by taking time to discuss their oral health goals, answer their questions, and show interest in them and their families. Treat each patient as if they are the single most important person to enter your practice today.

Inform patients about a service you offer that they may not be aware of. Tell them how a continuing education program you and/or your team recently completed will benefit them. Provide information on dental topics that they see and read about in the news media, such as whitening, implants, or the link between oral health and overall health. Direct them to a credible website such as your state dental association or the American Dental Association.  

Educate and connect with your patients. And you'll be making the most of those critical "marketing moments."

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