Thursday, March 21, 2013
Imagine you are a reasonably techno aware American. (I know for some of you that will be a stretch :) You are confronted with these two email addresses:
2thdoc [email protected]
[email protected]
One is professional and technologically aware the other is…old fashioned. It is probably not fair but AOL is thought of as email for old people who don’t know any better. If you do not have a branded email address with your own domain you are telling the world you are behind the times.
It would be nice if patients judged us on the quality of our dentistry. But patients have no realistic way to judge the marginal integrity of a restoration or the cleanliness of a root surface. So they judge us on easily observed and possibly superficial factors.
One of those factors is the use of technology.
Back to our typical, reasonably techno aware, middle class, American. Let’s call him Typtech Amcan. Typtech may not know how to program a VCR but he does know how to use Google. Typtech is looking for a dentist. He knows nothing about dentistry except what he has seen on television or experienced in the past. He has two dental offices to choose from Adam (A) and Brown (B). Both are convenient and have been recommended by a friend.
Typtech needs the phone number to call for an appointment. Of course he does not use a paper phone book. He Googles each office by name.
Office A: Has an easy to use website that pops up at the top of Google with a prominent phone number and helps Mr. Amcan establish himself as a new patient.
Office B: Has no website.
Office A: Sends Typtech a welcome email with links to the website so he can fill out forms online before his appointment.
Office B: Calls and leaves a reminder message, asks him to come in fifteen minutes before his appointment time and hands Typtech a clipboard when he arrives for the appointment.
Office A: Takes digital photos and x-rays which Dr. Adam shows Typtech that instant on a large monitor to help him understand his dental condition.
Office B: does not take photos and takes film x-rays which Dr. Brown looks at on a tiny view box when they show up at the end of the appointment.
Office A: Dr. Adam prepares a crown and delivers it that same day.
Office B: Dr. Brown prepares a crown, takes an impression, places a temporary and has Mr. Amcan return in a few weeks to have the crown delivered.
Based on these experiences which office would you believe to be “the best.”
It is possible that Dr. Brown is a better dentist than Dr. Adam, but the patient will never figure it out.
On the other hand, the fact is Dr. Adam most likely is a better dentist. Dentists who take the time to keep up with the latest technology and up to date procedures are almost by definition better dentists. Technology does matter, patients do notice.
Friendly, on time and takes insurance is no longer good enough. Technology will help differentiate you from the crowd. However, it will only matter if the patients see it. Do not hesitate to tell people about your high tech systems. Of course, don’t do it in a bragging or pushy know-it-all manner. No one likes that. However, you can tell patients in an enthusiastic and professional manner about how the digital x-rays use less radiation or how the photos help you diagnose more effectively.
The future is coming and it will be amazing!