We all know there is a dental practice on every corner. In fact, there are some really great dental practices on every corner. So, in a world where people have multitudes of practices to choose from, what is going to make them choose you? Patients don’t come to a dental practice just for the services you provide, they come because of how you treat them and how you and your practice make them feel.
First Impressions Matter
A new patient will begin to judge your practice from the very first phone call. How your receptionist answers the phone, and how he/she speaks to a new patient during that first call can be a determining factor in whether the individual schedules or not. The very first thing that has to happen is to answer the phone with a smile. You have to sound happy they called and that you are happy to be speaking with them. Be warm and inviting! You can not do this if you are hurried or distracted. A patient can always tell if you are rushed or stressed when you are on the phone. It is crucial to make sure your mindset is right when taking a new patient call. Have the time to answer all of their questions as well as gather the necessary information to make them an appointment. This is your first point of contact! It is so important to setting the stage for the patient’s experience with your practice! Warmth and attentiveness can significantly impact a patient’s decision to use your practice.
Parking Lot and Surroundings
When a patient arrives at your office, their first impression happens in your parking lot. I know that sounds like I am going a bit too far, but it is true! Is there easy parking access? Is your parking lot clean? It makes an impression. So, when you are walking in to work daily, or going to lunch, or leaving for the day, pay attention to your surroundings and pick up any trash or anything that makes your parking lot look messy or cluttered. The last thing you want is for the patient to think your office will be the same way if your parking lot is messy! The parking lot is often an overlooked aspect, but it can indeed set the tone for the patient’s perception of your office.
Personalized Approach/Engagement and Communication
When your patient walks in your front door, your receptionist should stand and greet them with a smile. No one gets super excited about coming to the dentist, but if you immediately make them feel warm and welcomed, it makes the experience completely different! Welcome them by name, with a smile, and shake their hand. If your office has coffee or other beverages, offer them something to drink. If you really want to “wow” them, make a note in their patient chart what drink they like (how they like their coffee) for the next time they come in. How impressed would you be if you walked into an appointment and they had a cup of coffee ready for you just the way you like it? I would be super impressed! That is going the extra mile with customer service! Learn to read the patient. If they are engaging and friendly, have some casual conversation with them while they are waiting for their appointment. This is crucial when your team may be running behind just a bit in the schedule. If you are engaging the patient, they likely won’t even notice you ran a little behind! When the back office is ready for the patient, make sure you introduce the patient and inform the clinical staff of any pertinent information (nervous, scared, just got married, just had vacation in Italy, etc…). Proper handoffs are huge! It shows the patient you were engaged and listening. And it shows you care enough to make sure the next person is aware of the information the patient shared with you. The emphasis on engaging patients in conversation and providing updates to the clinical staff demonstrates a commitment to personalized care and effective communication within the team.
Aesthetic and Technological Considerations
It is always important to make sure your reception area as well as the rest of your office is neat and tidy. Check the patient bathroom frequently throughout the day to ensure there are paper towels, tissue and soap. Make sure there aren’t paper towels or tissue on the floor. In you reception area, make sure the magazines are up to date and neatly displayed. Keeping the office environment updated in terms of both aesthetics and technology is a crucial aspect. It reflects professionalism and a commitment to staying current in the field. Every few years you should freshen things up! Keep it current! If you have state of the art technology in your practice, take the patient on a short tour of your office. Showcasing state-of-the-art technology is an excellent way to build trust and confidence in the quality of care provided.
The experience a patient receives in your practice is often the deciding factor in whether they stay with your practice or seek treatment elsewhere. Again, people don’t just come to the dental practice for the services you offer, they come for the way you treat them and the experience you give them when they are there. Provide them with exceptional customer service in addition to exceptional treatment and it will lead to long-term loyalty.
Sherri Merritt
Dental Consultant & Trainer
