Wednesday, June 24, 2015
When thinking of a 5-star experience, images of the world’s most successful hotel brands and restaurants come to mind.
These organizations fully commit themselves to their guests’ experience through meticulous attention to every detail including investments in décor, service and technology. The dividends of this hard work are obvious as these hotels and restaurants command premium prices, create brand loyalty way above industry standard, and inspire tons of glowing reviews that drive referrals.
These same benefits can be realized within a dental practice if a practitioner demonstrates a commitment to patient experience excellence.
Unfortunately, I find many dentists fundamentally misunderstand what it means to provide a great patient experience. Expensive furniture and spa services convey a sense of comfort but don’t hide the fact that patients rarely enjoy their time in the chair. Dentists looking to create a truly differentiated experience should set their sights on the central figure that makes patients not want to come in for their appointment: the drill. All the foot rubs in the world aren’t going to heal the psychological damage wrought by the most feared tool in the armamentarium.
I decided to tackle my drill problem head on by purchasing the Solea hard and soft tissue laser from Convergent Dental. The laser is absorbed in both hydroxyapatite and water which enables me to deliver virtually anesthesia-free and blood free-procedures for patients. Solea is versatile and can be used for cavity preps, inlays, onlays, crown preps, and every soft-tissue procedure you can name. It is a dramatically different experience from the traditional drill, and my patients love it. Best of all, they tell their friends and family about my practice and now I’m seeing a huge upsurge in patient referrals.
Patient referrals are a key ingredient to a thriving dental practice. The general industry guideline is new patients generate $1,000 in revenues annually. This means even a small uptick in patient referrals will have a huge impact on the profitability of a practice.
Another tenet of delivering 5-star experiences is building rapport with my patients. The ability to provide virtually anesthesia-free dentistry allows me to chat with people before and after their procedures. Getting to know my patients, remembering first names, sending birthday cards and asking for feedback allow me to build lasting relationships. I offer my cell phone number in case of an emergency. I even put out an email newsletter that offers updates on the practice and tips on how to keep their teeth and gums healthy so my practice is on the top of my patients’ minds even when they are at home.
In a time where competition is at an all-time high, 5-star patient experiences can be the difference between thriving and failing. Every facet of the patient experience—from a friendly support staff to the tools a dentist uses during a procedure—determines not only whether that person stays a patient, but whether they bring in additional business for your practice. It takes commitment and strategic investments but is ultimately worth the effort.