Best Marketing Technology

Computer technology is becoming more powerful and more cost effective, but one of the greatest technological breakthroughs that has been a boon to marketing all businesses, including dental practices, is the telephone, invented in 1876.

In a dental office, most new patient appointments are made by phone, but incoming calls are only half the story.  The smart use of outgoing calls can be a very effective practice building technique.

As I travel to present seminars and consult with dental practices, I talk to many dentists.  I always ask what they are doing to grow their practices.  One answer that I hear frequently from dentists who know how to connect with their patients is that they call their patients at the end of the day.  Doctors have traditionally made calls to patients after certain procedures as a courtesy, but the call list is expanding to include all patients who have seen the doctor on a given day for just about any procedure, usually only excluding consultation appointments, hygiene checks, and post-op visits.

There are many reasons to call patients at the end of the day to check on their progress, even patients who sailed through relatively straightforward procedures.

• First, the patient is always surprised.  They cannot believe that the doctor is taking the time to make a personal call.  When customer service exceeds expectations, patients take notice, and they have a story to tell their friends.

• Next, because of the tremendous cost pressures in medicine, physicians are seeing more patients in less time.  A common complaint from patients about physicians is, “I waited an hour and he or she only saw me for five minutes.”  In dentistry, the patient often says, “I waited five minutes, and the dentist spent a lot of time with me.”  To drive that point home, call the patient at the end of the day.  It helps create a personal bond that leads to loyalty and patient referrals.

• Finally, many patients have questions about procedures and post-treatment care.  Even if they were given specific instructions in the office, they want to verify their home care regimen.  Speaking to the doctor gives them the opportunity to ask questions and achieve piece of mind.

Remember also that voicemail can be almost as effective as a personal conversation.  If you call a patient and get their voicemail, leave a message expressing your good wishes and remind the patient that they can reach you if the need arises.  When they hear your voice, they appreciate your sincerity and concern, and their decision to seek care in your office is reinforced.

The bottom line: those doctors who consistently call patients at the end of the day have busy practices.

On behalf of our entire office I would like to thank you for a delightful and helpful seminar.  It was one of the best ”dental days” that we have ever spent, and we have incorporated many of your ideas and suggestions into our practice. Your engaging manner and humorous comments kept us all interested and focused. Thank you so much for sharing your talent and expertise with us.

Dr. James R. Myers, Jr.

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