Focus your marketing efforts on the new patient experience first and clinical procedures second. "We will take great care of you" is the orthodontic team's verbal promise and testimonial to the new patient. Make a point of telling each new patient that you will take great care of them.
One way to show new patients that you will take great care of them is to listen to them. Ask the new patient questions about themselves and let them speak uninterrupted. Devote time and attention to their responses. Care enough to listen. You want your new patient to say, "She really listened to me. She really cares."
Another thing you can do to make your new patient feel and trust that you will take great care of them is to have a welcome sign in the exam room with their name on it, signed by the doctor and all team members. This sign displayed on the treatment coordinator’s desk also comes in very handy in helping the doctor remember the new patient's name during the exam so that the doctor and treatment coordinator can use the new patients name often. Ask about family and interests. Make the new patient feel like the most important person in the world. Smile. At the end of the exam, give the new patient their sign to take home in their welcome packet.
Praise the general dentist who referred the patient. Tell the patient that their dentist is the best. Tell the general dentist that you will take great care of their patient. Tell your patients that you love your office and that you are proud of the excellent orthodontic care that you provide, your outstanding team, and the fun experience that patients have in your office. Tell and show your new patient through your actions and words that you will take great care of them. The effect of these seven little words is amazing.
About the Author
Dr. Ann Marie Gorczyca is author of the book "It All Starts With Marketing - 201 Marketing Tips for Growing a Dental Practice". She is a Diplomate of the American Board of Orthodontics and member of the Angle Society of Orthodontists. Her orthodontic practice is in Antioch, California.