Every aspect of your practice is a marketing opportunity, including your logo and signage, online presence, office décor, patient journey, office culture, communication, technology, and all aspects of clinical dental care and treatment outcomes. In contrast, every aspect of the patient journey is up for scrutiny and might be a source of a gripe in an online review. From the moment a patient begins researching you online to the time they leave your office and all the time in-between, it’s critical that your brand and your standards are clearly communicated.
This is challenging for a dentist, as their reputation, brand, and standards must be upheld by the entire dental team. One person can sour a patient’s experience during a dental visit and can result in a negative review or the decision to seek care elsewhere. As humans, we might not have an ample night’s sleep, or may be distracted by a personal matter, but dental professionals are generally not allowed to have a “bad day.” If we, as the leader of the dental team, come into the practice in a bad mood, it can harm the morale of the entire team and can be detected by patients. When members of the dental team come in with low energy or an unpleasant demeanor, it can throw off the rest of the team. While it is easy to tell ourselves and our team to “leave your problems at the door,” this is likely an unreasonable request.
Having systems in place can keep the practice running predictably, regardless of whether the dentist or the team is operating at their finest. In addition, a commitment to exceptional customer service is no longer a luxury. Patients seek patient-centered practices that can address their needs efficiently. This month’s Dental Economics is all about marketing. Back in the day, marketing was frowned upon—now it is essential to stand out from the competition. One way to stand out is to let patients in, and allow them to get to know you. Patients respond to personalized marketing, and that includes giving them a peek into your personal interests and the culture of your practice. Social media can effectively show patients your personality, values, and how your team operates. While there will never be a replacement for exceptional customer service and dental treatment, allowing prospective and existing patients to get to know you can be a valuable practice builder.
As the summer winds down, I always enjoy the feelings of newness and endless possibility that come with the start of the school year. I hope this issue rejuvenates your zeal for marketing so you can finish the year off successfully. Now is the time to encourage patients to use their unused benefits; before we know it, we will be making our holiday and end-of-year plans. In addition, don’t forget to celebrate your office manager, as September is Office Manager Appreciation Month.
Editor's note: This article appeared in the August 2023 print edition of Dental Economics magazine. Dentists in North America are eligible for a complimentary print subscription. Sign up here.
