We’ve all been seduced into marketing schemes designed to “fill our practice” at one time or another. It always sounds easy, and besides, what do we have to lose?
Well, LOTS.
So if you’re hoping I’m going to give you 25 things to do that will fill your practice tomorrow, I’m going to disappoint you. The only proven ways to fill your practice you already know, and I’m here to get you re-oriented into doing what you know you need to do, instead of spending money on marketing schemes that often do little for—and sometimes even harm—your practice.
1. Work on your people and communication skills: Patients are people who want to be treated like people, and they want you to listen, care, be honest with them, offer choices, be non-judgmental, sensitive, and open. If you’re telling them what to do, or dictating their treatment with little or no input from them, you’re heading in the wrong direction.
2. Develop yourself: If you’re not growing professionally AND personally, you’re not going to attract people to your practice. Stay current on new techniques and procedures, but don’t be lulled into thinking that just because you’ve mastered occlusal equilibration that people are going to like you. If you’ve got issues or matters not working in your life, spend the money and time to get them working. People are attracted to people who’ve “got it together.”
3. Start developing GREAT relationships with your patients: Take the time to find out about who they are, why they chose you, what concerns they may have, and what their goals are. Look for ways to connect YOU to THEM. The more connections you have, the better. People do business with people they like, and they are more likely to refer other people to you because of that.
4. Survey your existing patients to find out what’s working in your practice and what’s not: Just by asking your patients what they like and don’t like, you’ll improve your relationship with them, and you’ll get valuable advice that you can put to use immediately.
5. Get organized: I see SO much lost productivity and patients leaving practices because the office is not organized. You should have a system in place for everything you do. Further, each system should be monitored and reviewed, at least monthly, with your staff.
6. Learn to be a leader: Staff members chose to work for you. Give them direction! Imagine being in a boat with six people who have paddles, all furiously paddling away, but not knowing where they’re going. YOU’RE the one to provide the direction. Then, get out of the way!
7. Get involved in the community—not just you, but your staff, too: Ask them what they would like to get involved in as a team, and then support them. Let your patients know what you’re up to, and get them involved, too. If you or your staff have children, look for ways to get involved in those activities that your children are already involved in.
8. Work with a coach: As dentists, we’re isolated. Having someone to talk with on a regular basis about your practice and your life will help you in more ways than you can imagine.
9. Stay connected with your patients: I’m not talking about calling them for “recall,” I’m talking about paying attention to what’s happening in their lives and letting them know that you care. Sending a short congratulatory note, sympathy message, or celebratory card lets them know lots about you. Try calling them sometime, too!
10. Be consistent: Decide what type of practice you want to have, and stick with it. You know you can’t be everything to everybody, so give it up. Focus on those patient types you enjoy serving best, and quit trying to make your practice like somebody else’s.
11. Become a supporter of helping each patient being as dentally healthy as they want to be: THIS JUST IN: Not everyone wants a Hollywood smile and many don’t mind wearing removable partial dentures. When we push people into doing something they don’t want to do, the natural thing for them to do is to push back. None of us enjoy being pushed. Instead, make it enticing to have a healthy mouth and let them tell you when they’re ready to make their next move.
12. Become an EXCELLENT listener: I’ve had new patients start talking to me after I asked them one question, to which they talked for 20 minutes non-stop, and at the end said I was the best dentist they’ve ever met. I never even did an exam. People are searching for someone to understand them.
13. Develop partnerships with your staff: Most of the communication that happens with your patients is with your staff. Solicit their ideas, opinions, and feedback from that communication. Ask them what your practice needs to do to be more supportive and helpful for your patients.
14. Support each staff member to be a ‘10’ at whatever their role is in your practice: Have someone who will never be a ‘10’? That person may be holding your practice back and/or offending potential patients. Let them go. Only hire those who have the potential to be a ‘10’ at their position—and then commit YOUR support of helping them 100%.
15. Ask for referrals from your existing patients—especially YOU: People refer people like themselves, so identify the type of patient you enjoy in your practice and ask them for a referral. Often people assume your practice is already full or you don’t need more patients. Invite them to refer their friends, co-workers, family, and relatives.
16. Develop relationships with specialists you refer to (or vice-versa): Take some time to find out about their practice and what types of procedures they enjoy the most. Ask them how you can best support them, and they will reciprocate.
17. Offer free in-office seminars on topics people want to learn about most: Don’t rent a space for something like this. Invite people into your office. It’s best to have standing room only in your reception area for a short presentation, than to have 25 people in a room designed for 200.
18. Give unexpected gifts to your patients: Don’t go overboard on this. Just be thoughtful at the appropriate time.
19. Develop a written 12-month marketing plan and stick to it: Concentrate on internal marketing techniques primarily, but sprinkle a few external techniques in there, too. Evaluate monthly the effectiveness of each effort. Modify future marketing results based on those which were most successful.
20. Know your target audience(s): As I said earlier, you can’t be everyone’s dentist. Focus on those types of patients and procedures you enjoy the most. That doesn’t mean you turn away others that may come to you outside that group, but marketing is tougher if you’re trying to please or reach everyone.
21. Schedule wisely: Use scheduling blocks, allowing time pre-blocked for new patients, emergencies, highly productive appointments, and low productive appointments. Do it for your hygiene department, too. Patients appreciate knowing that urgencies can be managed when need be, and that you have the time when they need lengthier appointments, also.
22. Be rigidly flexible: Policies are fine, but hiding behind them is a turn-off for patients. As the leader, set guidelines and then empower your staff to use their noggin’ to make the best decision at the right time.
23. Call patients after a difficult appointment—and that means your hygienist(s), too: Make a 30-second phone call after work to let your patient know you were checking on them.
24. Stay on time: If you confirm an appointment for 2:00, be ready at 2:00. Be realistic in setting appointments so you don’t get behind. If you DO get behind, tell the patient IMMEDIATELY and offer them the opportunity to reschedule.
25. Make sure every patient understands their oral condition: Don’t be so quick to recommend treatment until they COMPLETELY understand their condition. Otherwise, they’ll think you’re a used car salesman.