Helping your patients stick with you- How to ensure you retain plan patients

Helping your patients stick with you- How to ensure you retain plan patients

Regional Support Manager, Tina Wixon, suggests ways to keep your patients on plan during difficult financial times.

Plan membership as an investment

Even though the headline rate of inflation has fallen considerably since last year, household incomes are still struggling to cope with the higher food and energy prices we all experience. At times like this, people become acutely aware of their discretionary spending. With essentials eating up so much of people’s budgets, there is less money left to spend on the things they would like to buy with any cash they have left.

That’s why I encourage practices to talk about plans as an investment rather than a way of saving money. By signing up to a membership plan, patients are investing in their oral health. They guarantee that they will be seen regularly so that their dental and oral health can be assessed, monitored and any remedial action needed can be taken quickly before it gets too bad.

The return they see on this investment is a healthy mouth and teeth for longer. Something well worth the spend.

Attract the right patient for your practice

If you want your patients to remain plan members, then you must first attract the right type of patient for your practice. This process begins with having the correct pricing structure for you.

Some practices think having an ultra-low initial consultation fee is the right way to attract patients. It’s true that low prices can attract a lot of interest. So, if your practice concentrates mainly on general dentistry with a few cosmetic procedures, that may be a good way to go. However, if your aim is to offer high end cosmetic dentistry then the type of patient who shops on price rather than quality, is probably not going to be with you for the long-term.

Having a realistic pricing structure will attract the sort of patient who will be happy and able to afford your charges which, hopefully, will lead to an enduring relationship.

Flexibility is key

Retaining patients who say they want to leave can be achieved with a little thought. If the reason they give for wanting to leave is cost, try to see if there’s a way you can reduce that cost for them.

For example, if their current plan entitles them to two examinations and two hygienist appointments annually see if you can move them to a plan where they receive only one examination and two hygiene visits instead. If they need an even greater cost reduction, then you could try offering just one of each. If you’re happy to live with the reduction in revenue rather than lose the patient, then that’s your choice and could lead to a good outcome.

Outline the benefits of plan membership

Make sure your patients are aware of the benefits of plan membership. As well as spreading the cost of dental examinations and hygiene appointments remind them that they’re also investing in their oral health. By attending the practice regularly any problems can be nipped in the bud, saving them from discomfort further down the line.

If you have TV screens with slideshows include one about the benefits of plan membership. Otherwise, utilise display posters and leaflets in prominent positions around the practice. And don’t forget to mention the benefits of plan membership during your conversations with patients too. It can do us all good to be reminded when we’re onto a good thing!

Special offers

Another way of reminding patients of the benefits of being a plan member is to run promotions and email vouchers to them. Exclusive discounts on certain treatments can help to increase both loyalty and treatment uptake at the same time. Discounts off teeth whitening during quiet months such as December have worked well in some of the practices in my area. Who doesn’t like to feel they’re getting a perk?

Most importantly, avoid getting into a price war with local practices. That does nobody any good. As long as you have a realistic pricing structure then stick to your guns and have faith in your relationships with your patients. Trust is still an important factor in a patient’s choice of dentist. So, if you have taken the time to build up that trust then you’ll have patients who stay with you for life.