practice management
The Ultimate New Patient Experience
by Roger P . Levin , DDS
Before Initial Contact
Creating a positive impression at this preliminary stage depends on three factors :
1 . Establishing a strong online presence . Most patients today will visit dental practice websites before visiting a new practice . If a website doesn ’ t come up on a search , or if it ’ s unattractive , hard to navigate or poorly written , the visitor will probably look elsewhere for oral health care . Reviews and ratings can also have a profound impact on a prospect ’ s impression of a dental practice .
2 . Generating positive word-of-mouth . A person thinking about seeing a dentist — or switching to a new practice — will ask acquaintances for recommendations . If a practice ’ s patients are highly satisfied with both the clinical care and customer service they receive , they will be much more likely to recommend it .
3 . Building a good reputation in the community . By getting involved in public service projects , providing dental advice in local publications and social media , making presentations at schools , etc ., a practice will more likely come to mind when people in the community search for a new dentist .
The First Phone Conversation
I n today ’ s dental economy , dentists need to focus their attention not only on maintaining the highest standards of clinical care but also on providing a highly satisfying overall experience for patients . This is especially important regarding new patients .
Once patients become accustomed to their dental practice and have learned to trust and respect the doctor and staff , the relationship tends to be durable . With new patients , however , the connection can be tenuous , easily broken by minor shortcomings in the practice or the discovery of alternatives . It takes time for loyalty to develop , so it ’ s essential to provide immediate evidence that the patient-practice relationship will be worthwhile .
In short , the patient ’ s introduction to the practice , which I refer to as the New Patient Experience , should be very carefully orchestrated . To that end , here are several areas in which improvements can usually be made .
When new patients place their first phone call to a practice , the front desk coordinator should be prepared to accomplish many objectives in a few minutes . As the first direct contact in a New Patient Experience , the initial call should end with the patients scheduled for an appointment and impressed with the warmth , energy and professionalism of the practice . Scripting makes it possible to meet this considerable challenge . Scripts should also prompt the front desk to acquire not only the typical patient information but also some interesting personal facts that can be used during the first visit to quickly establish rapport .
The First Visit
Just before the scheduled appointment time , the front desk coordinator should review the personal facts about the new patient so she can personalize the warm welcome . In addition to working with the patient to fill out the necessary forms ( if not completed beforehand ), she should also point out the amenities in the reception area and , in a pleasant conversational way , build value in the doctor and staff . When the hygienist , doctor or assistant comes out to escort the patient back to the treatment area , the front desk coordinator should make introductions .
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