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Professional News Articles : FRONT DESK by Mary M. Byers, CAE : How you can capitalize on selling cosmetic services in your practice

How you can capitalize on selling cosmetic services in your practice

July 17, 2007

The demand for cosmetic dental services continues to increase. Here's how you can capitalize on the demand easily and effectively in your practice:

Set aside a staff meeting to talk about cosmetic dentistry. Encourage the dentist(s) you work for to devote one or more staff meetings to discussing how you can capitalize on the demand for cosmetic services in your practice. You don't have to focus solely on cosmetic procedures to help boost the bottom line. With a little creativity and effort you can let patients know which services you have available. When service visibility increases, the demand will also increase.

Consider a “service of the month.” One month you might focus on whitening while another month you focus on veneers. Use in-office signage to draw attention to the service you're currently promoting. Consider using statement stuffers, before-and-after pictures, and buttons for staff that say, “Ask me how I got my teeth so white,” or something similar depending on the service that's the focus of each month.

Be sure staff has access to the services being offered patients. The best advertisement for a dental office is staff smiles. Figure out a way that staff can access the services you're promoting easily and inexpensively, if not for free. Before promoting whitening, staff members should have the chance to whiten their teeth for maximum promotion as they become “walking testimonials.”

Change in-office materials frequently. Rotate signage and post new photos frequently in order to get attention. Be sure to use photos featuring ethnic, gender and age diversity so all patients realize they are candidates for cosmetic services.

Listen carefully. If a patient says, “I wish my teeth weren't so yellow,” that's the perfect opportunity to talk to him or her about whitening. A patient complaint about crooked teeth or spacing between teeth is a great opening to share information on veneers. Staff members don't have to use the hard-sell approach when conversational openings like this occur. In fact, sometimes simply handing the patient a brochure on the way out is the best way to introduce the topic. The patient will have time to read and study the material and think about whether he or she is a candidate for the services. Be sure to make a notation in the chart when a brochure is shared so that you remember to bring up the topic during the next visit.

Highlight local coverage in your office. If the local paper does an article on cosmetic services, frame or laminate the article for your reception area. Local articles hit “closer to home” and make elective procedures seem more reachable than do some of the reality makeover shows on television.

Make patient financing available. It's much easier for patients to have the smile they want if they can figure out a reasonable way to pay for it. Let them know you have financing available if, in fact, you do. And if you don't, consider making it available to patients.

Try these tips for promoting cosmetic services in your practice and you'll increase your chances of boosting 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 2007, Chicago Dental Society