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Professional News Articles : FRONT DESK by Mary M. Byers, CAE : How to increase patient retention

How to increase patient retention

May 09, 2006

Smart dental offices take the time to follow up with inactive patients as a form of inexpensive market research. When asked, former patients will tell you why they are no longer coming to the practice. Common reasons are:

  • Practice location
  • No, or limited, evening and weekend hours
  • No payment options
  • Inflexibility when it comes to offering treatment options (i.e. not allowing a patient to choose from several options, rather than having to accept the dentist's sole recommendation)

Staff members should also listen to the questions asked by current patients of recorded. These questions will also provide valuable insight regarding what patients want and need. For example, if you constantly hear, “Do you offer evening or Saturday appointments?” from patients—and you don't—it may be time to change practice hours, even if it is just to add a few Saturday hours occasionally or evening hours one night a week. If staff isn't sold on the idea, consider trying a revised schedule for two or three months as a test. Note that it may not be necessary to entirely overhaul office hours; minor adjustments may be enough to satisfy patients.

If you hear, “Fees are too high,” or “I can't afford it,” or “My insurance won't cover it,” or “Do you have financing available?” it may be time to look into providing patient financing options in your practice if you don't already. Financing benefits both patients and the practice and allows patients to accept higher dollar treatment plans.

When selecting a financing plan for your office, be sure to explore more than one option. And, when possible, ask for financing company referrals from other offices. Finally, check the references offered by the company you plan to partner with.

When financing options are available, it is essential to make sure patients know it. The availability of financing won't do patients any good if they don't know it's available or understand how it will benefit them individually. Be sure financing is mentioned in the practice welcome letter, in the practice brochure, on treatment plan documentation and via signage throughout the practice. If you have a practice Web site, the availability of financing should be clearly indicated on your homepage.

If patient retention is a problem in your practice, carefully consider how each of the issues above is affecting patient loyalty in your practice. Often, small changes will have a big impact on the bottom line.

CDS presents Front Desk, a column addressing problems dentists and staff members experience in the office. Front Desk is prepared by Mary M. Byers, CAE, a professional speaker and freelance writer. Ms. Byers may be reached at mbyers@marybyers.com or www.marybyers.com. Send suggestions for topics to be covered to review@cds.org.

Copyright 2006, Chicago Dental Society