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Professional News Articles : FRONT DESK by Mary M. Byers, CAE : The fastest way to help grow a dental practice

The fastest way to help grow a dental practice

July 24, 2006

There's only one way to grow a dental practice fast. It's time consuming, but it's also inexpensive. It sounds simple, but it requires having a system in place so that it's done on a regular basis. What's the secret? Personal contact.

When I was a new college graduate, I asked a friend for a referral to her dentist. After my first appointment, I had a question regarding the bill. I politely asked to see the dentist and told the receptionist I'd be happy to wait until he was between patients to talk with him. I was refused, and when I left the practice, I never looked back. I figured a dentist that didn't have time for patient questions wasn't the right dentist for me.

The second dentist I went to actually sent me a handwritten note after my first visit. I was smitten—and I've been his patient for over 17 years now. What's the difference? The first dental office didn't realize the value of personal contact. The second staff was committed to building the practice by utilizing the power of personal connection. Here's how you can harness that same power for the office you currently work for.

Use the power of the pen. Because handwritten notes have given way to e-mail and voicemail, their value as a marketing tool is skyrocketing. If you're looking for a way to build the practice you work for fast, handwritten notes are one of the quickest—and least expensive—ways to build the patient base. Notes don't have to be longer than just a couple of sentences and it's perfectly acceptable to write the same thing to every patient. The important thing is that someone on staff takes the time to do it.

Make a phone call. At the end of each day, make a point to call those patients who had difficult procedures. The purpose of this call is simply to let patients know you're thinking of them, to answer any questions they may have, and to show concern. Doing so cements relationships.

Ask for referrals. Word of mouth advertising is priceless—and, since it doesn't cost you anything out of pocket, the price is right. Be sure to let each patient know you'd welcome a referral from them.

Track and acknowledge referrals. Have a system in place to track referrals. When a referral is made, send another handwritten note.

Watch the paper. Ask the staff to clip articles and pictures from your local newspaper featuring patients. Then, send these clippings to patients along with a note that says, “We saw you in the news!” These cards can be preprinted, then simply signed before they are sent. People like to be noticed, and this is one way to do it.

Chart it. Ask operatory staff to write down what's going on in patients' lives. That way, the next time a patient is in your office, you'll be able to say, “The last time you were here, you were getting ready for a family reunion. How was it?” or “Did you finish your basketball season on a winning note?” Don't underestimate this type of personal connection. Patients will be impressed that you remembered. And even if they realize you made a note in their chart, they'll still be touched that you cared enough about your relationship with them to do so.

Personal contact doesn't have to be expensive. But the results of it are priceless when you're helping grow a dental practice. Invest a few minutes each day, and before long, you'll be so busy taking care of patients you won't have time to keep up!

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