Sally McKenzie

While many dentists tend to be overly concerned about the numbers of new patients coming into the practice each month, patient retention is where practice profitability is best achieved. The ability to retain patients makes a big difference in the patients' average value. It's been shown that if patient retention is at 50% the average value is $1,200 per patient. If you retain 75% of patients the average value jumps to $2,500. In other words, patient value more than doubles.

Two things in particular are essential to retaining long-term loyal patients: One - Address the common dislikes and frustrations of dental visits. Two - Build positive, personal relationships. Chatting with the patient for five minutes or less every six months is not building a relationship. It requires a bit more consideration and effort than that, but will pay huge dividends in the long run.

Start with your new patients; establish a system in your office in which every new patient is sent a handwritten personal thank you note from the doctor, no exceptions. Keep it simple and straightforward, but also personal, for example. Dear name of patient, it was a pleasure meeting you at your new patient appointment on Wednesday. Thank you for choosing our practice. If you have any questions, please feel free to contact us at any time. And best of luck to your daughter in her upcoming soccer season! Sincerely, Dr. GoodDoc. Better yet, give the new patient a brief call a couple of days before their appointment to introduce yourself. I guarantee the patient will be utterly stunned and thoroughly impressed. The key is personalization. A personal phone call and a handwritten, personalized note carries far more weight and value to the recipient.

While I'm on the topic of thanking patients, don't overlook your referring patients. They have paid you and your team the highest compliment. Sending flowers or other "showy" gift to the workplace is one of the best ways to generate a "buzz" about your practice. The fact is that anytime someone receives flowers, everyone wants to know what the occasion is and who they are from. And if everyone is talking about your practice, it's likely to generate even more referrals.

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