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March 13, 2009

And other tips you need to keep your best clients coming back

By Page Haines

Judging by my family's frequency at the dental office over the years, I've put a couple of my dentists' kids through college. My bright white smile was bought. Braces, veneers, extractions, caps, and crowns were also part of my dental patient resume. Then add my kids' dental bills — braces, cavities, mineral deficits, and delayed permanent teeth. I am a dentist's dream client.

Patients who keep coming back, like me, know a few things about a well-run dental office. We have loads of experience with the practice's team. We understand what is important and what keeps us coming back.

First, relationships are important. I know good customer service and how I want to be treated. Though I may not know the clinical aspect, I know when something is not right. Pain is one indicator. Mouth feel is another. Veneer colors that do not match are unacceptable. I also understand how important a second opinion can be when the recommended treatment is outrageously expensive. I was in shock when I heard the extent of my dentist's diagnosis and how much it would cost. It felt as though the dentist's patient base was not supporting the practice, so she hiked up my costs.

In fact, that's why I fired my first dentist.

My dentist was new and struggling financially. My appointment focused on my challenges as a teeth-grinder. The dentist made a case presentation for replacing the entire "worn" family of back molars — thousands and thousands of dollars worth of teeth that were not my own. A second and third opinion later, I was concerned either my dentist did not know her business, or she wanted to take advantage of my health insurance plan.

It was time to go elsewhere. A friend recommended my next dentist. I began sleeping with a mouth guard. It later became necessary to crown a molar. The dentist wanted to crown the tooth with an all-white, ceramic matching masterpiece, but when she mounted it, my bite did not fit. She reassured me that it's necessary to grind it down to the metal support in order to fit. Bummer. I paid extra for a white tooth and ended up with one that looked like a filling anyway.

Time passed. I changed jobs. Convenience, disappointment, and even some lack of confidence dictated another dentist change. The good news is that my new dentist was great. He was on time, friendly, and outgoing. I laughed through appointments and never had to say anything until he decided it was time to crown two more molars. After two attempts at matching the color, he gave up. He wanted me to live with the molars as they were because he couldn't do it. He said he would go back to the lab if necessary, but only for the front tooth. This was unacceptable because my front tooth is my first impression. It has to be flawless. When I looked in the mirror, I was reminded of the poor molar work. This dentist lost more of my trust, so I moved again.

With both personal experience as a patient and professional experience as an executive coach for Fortune Management, I offer you Tips to keep your best clients coming back:

1. Word of mouth is the best indicator. It's a good sign to hear great feedback about a dentist from multiple patients. The underlying message must be that the dentist gives the best care to each patient. The dentist takes the time to give professional attention to ensure patient satisfaction. There is communication and trust.

2. The waiting room is a key first impression. An office with an inviting, comfortable waiting room is important to the overall patient experience. A friendly welcome from a staff member is crucial to the internal marketing experience. A professionally dressed team with good communication and attentiveness creates raving fans. It is also important for patients to feel their time is valued. They do not want to wait more than five minutes for an appointment.

3. The staff anticipates your needs. Patients must feel taken care of. A successful team asks good questions to identify the patient's needs during the appointment. What type of personality is the patient? What do they value most? Meet those needs with smooth hand-offs and strong communication. Some patients, like me, need to be reassured of expectations and experience before moving forward with treatment.

4. Be a friendly and professional dentist. Personalized customer service keeps patients coming back. When the dentist remembers to ask about the family (using specific names), a job position, or recalls a previous conversation, the patient is put at ease. The environment and procedures become less daunting and the patient feels like the dentist cares about him or her as an individual.

5. Create a seamless check out. It is important to set up the financial expectation for your patient up front. Make sure to have a financial policy conversation before the procedure is completed. Make sure the patient knows the fees and what portion insurance will cover. Handle communication elegantly and efficiently. Schedule the next visit promptly so that the patient can leave happy.

My current and hopefully last dentist went above and beyond to get me the results I wanted. Now every morning when I floss, I cannot tell it is not my real tooth. I worked directly with the lab technician to add striations and spot-change the color tones slightly so that I was completely satisfied. My dentist even went so far as to go outside with a mirror to check the color in the sunlight. When the tooth dropped on the concrete and chipped, she started over without a missed step.

This dentist has earned my trust, confidence, and commitment. She is a great clinician and successful businesswoman who credits coaches and consultants for helping put together the successful practice she and her partners have.

Page C. Haines is an executive coach with Fortune Management. With family members in health care, and nearly 20 years of business expertise in strategic planning and marketing, her ultimate goal is to help create and implement a strategy that truly embraces the vision of the doctor. She believes in practical solutions for complex issues within the practice as well as a better understanding of how to communicate more effectively in their professional and personal lives. Ms. Haines has a BA in journalism from Texas Tech University. She completed her education at the University of Houston in the executive MBA program. Active in her community, she has served as a board member on numerous nonprofit agencies. You may contact Ms. Haines by phone at (713) 459-3349 or e-mail her at pagehaines@fortunemgmt.com. For more information about Fortune Management, visit www.fortunemgmt.com.

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