One of the most commonly asked questions by many of our practices is how can they attract and retain those all-important patients so they can continue to thrive in the face of their competitors. After all, without a strong patient base, how can you expect to build a profitable and sustainable practice? So, here are my six tried and tested tips which will hopefully answer the question!
1. If you have appointment availability, you need to shout about it!
Do potential patients know you’re taking on new patients? Do they know that you’d welcome them with open arms? There’s a variety of ways you can ensure they know. Whatever you do, always ensure you use bold and clear signage to simply communicate that you have availability. Simple solutions might include putting up posters in your practice window, standing an A-board outside your practice or placing banners on your practice wall – all of these ideas are effective and cost very little, but in doing so gets your ‘new patients welcome’ message out there! As the saying goes, if you don’t ask, you don’t get.
2. Referrals
Do you offer a referral scheme to your existing patients? I’m sure there are many instances where you’ve delivered a first-class service resulting in exceptionally happy patients. If so, then don’t be shy about asking them to shout about it for you – you’ll probably find they will anyway, so why not give them a helping hand by rewarding them for it? Create some referral cards and ask your patients to pass on a card to their friends, family or colleagues, making sure you reward them for each converted patient. Money off treatments or a simple voucher can go a long way in making your existing patient feel valued. At the same time, a personal endorsement will likely mean more to your prospective patients than an advert in the local press.
3. Is your website working as hard as it should for you?
How many times do you visit the website of a restaurant before you visit for the first time? A website is a must for any practice as patients will be searching for you. Most importantly, the purpose of your site is to sell the benefits of your practice and ensure this message is absorbed before a patient even crosses your path. So, I think it’s safe to say that if your website is a little lack lustre and hard to navigate, it could be the first barrier to a patient even picking up the phone. Take the time to review your content, layout and usability, leaving nothing to chance and ensuring those patients pick up the phone and call you.
4. Reward patient loyalty
Whilst new patients are vital to any practice, overlooking the value of your existing customers is a big mistake. The lengths you go to to attract them in the first place, makes losing them to your competitors that more difficult to bear. Have you considered introducing a practice branded membership plan to support their oral health? Benefits including discounted treatments and savings on routine care can help bond a patient to your practice and enables you to show them they are as important to you as you are to them.
5. Build long-term, lasting relationships
Gaining the trust of your patients early on is essential; visiting the dentist can be a huge deal for some patients. Dedicating time to mapping out your ‘new’ patient journey to ensure that you get to know your patients will help them to relax, making it easier to discuss their needs and making sure they return. Even those patients without fears or reservations of a trip to the dentist like to be remembered. A personal relationship will help to bond your patients to your brand and your practice and stop them having to build that relationship elsewhere.
6. Deliver a premium patient journey
Paying particular attention to your patient journey from start to finish will pay huge dividends when it comes to patient loyalty. Ensuring patients see the value in their appointments and not cancelling last minute may seem obvious, but is critical to a seamless and positive customer experience. Not only this, ensuring you’re on hand to answer the phone during lunch hours, or the practice being open late one evening makes you much more accessible; something patients value when searching for a new dentist.
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