Friday, June 11, 2021
The masks are coming off and some people are considering how their smiles look, as the lower half of their face is seen publicly once again. While they’re making appointments for cleaning, repairs and whitening, others who were reluctant to book dental procedures before the pandemic are still hesitant to come back. After a year of having a valid excuse to stay home and delay care, this group may find it difficult to return to healthy dental routines.
According to a survey from the American Association of Endodontists (AAE), more than half of Americans say they have delayed or skipped regular dental maintenance altogether during the pandemic.
Going to the dentist and sitting in close proximity with someone while he or she works in your mouth is particularly intimidating for some people. However, a study published in the February 2021 Journal of Clinical Periodontology found that people with periodontal disease were at higher risk for severe COVID-19 complications including admission to the intensive-care unit, need for a ventilator and death.
At the beginning of the pandemic, like most businesses, dental offices had to close for several months. The World Health Organization (WHO) reported that oral health services were among the most impacted, with 77% of countries reporting partial or complete disruption of service.
Instead of visiting the dentist every 3 to 6 months, shutdowns led to 9 months to a year or more between visits. Even though they were at home more, some people became less diligent about their dental hygiene, brushing later in the day instead of first thing in the morning, snacking more throughout the day and increasing alcohol consumption. The result: dentists are seeing more cases of gum disease and other dental health problems that might have been preventable.
Encouraging patients to come back to dental offices is critical, but traditional appointment reminders may not be enough. For reluctant patients, dentists need to get creative, find ways to calm fears and communicate the ongoing risks of continuing to delay dental care in a manner that resonates. Here are a few ideas to help you get more patients back in the chair:
1. Do a Web Refresh
Many businesses that were closed during the pandemic changed their hours online and even after reopening may still be listed as closed on Google, Yelp, Facebook and other sites. Do a sweep of these websites to ensure patients know the office is open.
I also suggest you consider a website refresh. For example, adding a blog to your website offers an excellent opportunity to discuss topics that are on patients’ minds. If multiple patients are asking the same types of questions, you can create a blog post that presents the answers for them and other patients who may be hesitant to ask. Provide educational information that highlights the reasons they should book appointments they missed during the pandemic as soon as possible.
2. Connect on Social Media
Beyond regular social media postings, find ways to use these platforms to engage with the local community. This might include doing a video tour of the office and explaining to patients visually and verbally the extra sanitizing and safety precautions you’re taking. Many neighborhoods and communities have their own groups and forums on social media. Reach out to the organizers of these groups and offer to host a live chat to answer any questions people have about the safety of going back to the dentist. Make sure any videos created are polished, well-lit and that the camera is properly positioned.
3. Send Handwritten Notes
Nothing says “I care” like a personalized handwritten note. Chances are every dental practice in the area is sending out bulk mailers telling patients “we missed you,” offering specials on add-on services and reminding patients they need to book an appointment.
Mailboxes and inboxes are overwhelmed with mailers and emails from businesses looking to re-engage with customers post-pandemic. Cutting through this noise is a challenge, but no one misses a handwritten envelope in their mailbox. These notes stand out from everything else, providing an instant advantage that even the biggest and most prevalent direct mail marketers cannot overcome.
Spending hours writing notes by hand can be prohibitive, so consider hiring a robot to pick up a pen and do the writing instead. Services like Handwrytten make this possible for just a few dollars per note.
Radiance Neal, operations manager/comprehensive care coordinator for The Houston Dentists, said the practice regularly sends handwritten notes to new patients as a means of thanking them for becoming part of their dental family.
“As our practice has grown, it became difficult to write letters by hand for each new patient,” Neal said. “Handwrytten has allowed us the capability to draft custom thank you letters to our patients and still provide that personal, ‘handwritten’ touch.”
4. Address Patient Needs and Emotions
Usually, mailers sent to patients are light on copy and focus more on eye-catching graphics. With a handwritten note, dentists have an opportunity to express to patients that they understand the past year has been difficult. You can share personal stories about challenges the office faced during the pandemic; don’t be afraid to be vulnerable. People understand running a business is difficult, and they will appreciate the authenticity.
This is also an opportunity to express true interest and concern for the patient’s health. Explain why catching up on dental care is important and why delaying it further could lead to other health complications.
5. Encourage Patients to Give Referrals
Patients who are hesitant about receiving dental care will be more willing to come in if they hear from others who have had positive experiences at your practice and remained healthy after their visit. That’s where requesting referrals from happy patients can help.
Encouraging patients to give referrals can be beneficial for a practice at any time. It’s the most cost-effective marketing tactic of all. Referral marketing statistics show that businesses can increase profit margins by 25% from referred customers. These customers spend approximately 200% more at businesses than other customers.
An Opportunity for Growth
While the pandemic created unprecedented challenges, it has also generated opportunities to improve patient relationships. Savvy dental practices have a prime opportunity now to potentially grow their businesses, it just hinges on taking the right approach.
A serial entrepreneur, David Wachs is a marketing expert and Founder of Handwrytten, which is bringing back the lost art of letter writing through scalable, robot-based solutions. Prior to his current initiatives, David founded Cellit, a mobile marketing platform and mobile agency. David is also a frequent speaker on marketing technology and has presented for the Direct Marketing Association, South By Southwest, Advertising Research Foundation, and the National Restaurant Association. Learn more about Handwrytten at handwrytten.com.