INTERNAL MARKETING

Internal marketing is a far less costly manner of attracting new patients than external marketing.  In addition, referral patients typically spend twice as much initially than those patients attracted by your external marketing.

Several decades ago dentists could not legally advertise and as such had to rely upon “word of mouth” referrals to build their patient base.  What worked years ago is still the best, most efficient way to build your practice today. The best approach is to promote your practice by external and internal marketing.

The ultimate goal of a successful internal marketing campaign is to assure a comfortable visit for your patients. It is remarkable the extent to which your patients will refer others into your practice.

Internal marketing includes your office décor, patient systems and protocols, and promotion within your office of procedures such as porcelain veneers and Invisalign, or financing programs such as Care Credit or Chase.  Your goal is to present as many favorable impressions to your patients as possible.  You cannot control your patient’s response, but you can control their experience.

Internal marketing begins before your patient even steps into your office.  Literature, forms, brochures and even how you talk on the phone will create an initial impression. 

Here is a tip that will radically decrease your “no shows” with new patients. (New patients are the most likely not to keep their appointment.)  Have your receptionist write the names and phone numbers of your new patients for the following day on an index card. 

On your drive home (while sitting at stoplights, not when you are moving!) call your new patients and welcome them in advance to your practice.  A simple call like:

“Hi. This is Dr. Taylor. I see that you are a new patient and I am calling you in advance to welcome you to our practice. I am looking forward to meeting you tomorrow at 2. Have a great evening, Good bye.”

This is a great initial impression that few doctors take the time to do.  I know you probably are tired but it only takes a few minutes and likely you will get an answering machine. Try it and see the response your get.

When patients arrive to your office, treat them as if they are guests in your home. If possible, have your receptionist greet them at the door and give them a quick tour of your office. Show them your sterilization area and introduce the Doctor, even if he is busy he can give a quick acknowledgement. Preferably they can sit in your consultation room or any desktop to fill out any necessary paperwork. Get rid of that clipboard they fill out in the reception area.

Adhering to your schedule to avoid long patient waiting time is also a favorable impression. Encourage your staff to identify all of the favorable impressions your practice has to offer. Here is a sample list, but you can literally think of hundreds of favorable impressions if you put your mind to it:

Toy chest for children

Smile Cards (referral program that gives new patient a discount and referring patient a credit on their bill)

Floss cards

Reward referrals with movie tickets, gift certificates, restaurant coupons

Blankets to cover patient in your dental chair

Current magazine subscriptions

Posters promoting cosmetic dentistry

Impeccably clean office

No burned out light bulbs or dead bugs in fixtures

Clean or new carpet

Proper attire for your staff

Elegant restroom

Feminine hygiene products discreetly stored in restroom

Aroma from candles or cookie machine or bread maker

Family movies playing on monitors and in reception area

Play area for children

Headphones with music selection for your patients

Brainstorm with your staff, and make it fun to come up with new ideas to serve your patients. The attitude of your staff is the most important impression. They should always be friendly and courteous. The more your staff acts as if they enjoy their job, the more likely they actually will enjoy their job. 

Why is internal marketing so vitally important to your success? Dentists spend considerable money and effort attracting new patients into their practice. They spend considerably less trying to keep them as a patient or encouraging referrals.

This next segment was a favorite of the late Richard Wolkis, one of my mentors.

                                           REMEMBER ME?

I’M THE FELLOW WHO GOES INTO A RESTAURANT, SITS DOWN AND PATIENTLY WAITS WHILE THE WAITRESSES DO EVERYTHING BUT TAKE MY ORDER.  I’M THE FELLOW WHO GOES INTO A DEPARTMENT STORE AND STANDS QUIETLY WHILE THE CLERKS FINISH THEIR LITTLE CHITCHAT.  I’M THE MAN WHO DRIVES INTO A FULL SERVICE GAS STATION AND NEVER BLOWS HIS HORN, BUT WAITS PATIENTLY WHILE THE ATTENDANT FINISHES READING HIS COMIC BOOK.

YES, YOU MIGHT SAY I’M A GOOD GUY.  BUT DO YOU KNOW WHO ELSE I AM?  I AM THE FELLOW WHO NEVER COMES BACK, AND IT AMUSES ME TO SEE YOU SPENDING THOUSANDS OF DOLLARS EVERY YEAR TO GET ME BACK IN YOUR BUSINESS WHEN I WAS THERE IN THE FIRST PLACE; AND ALL YOU HAD TO DO TO KEEP ME WAS TO GIVE ME A LITTLE SERVICE AND SHOW ME A LITTLE COURTESY.

We have all experienced poor customer service and most anticipate poor service when they visit any health care office. Your goal is to “wow” your patients with five star customer service.  According to the ADA, patients are eight times more likely to leave your practice over poor service than they are because they think your fees are too high.  Remind your staff that how they treat your patients is a direct reflection of the Doctor.

Go out of your way to develop more personal relationships with your patients. Have a personal information sheet that you fill out for each patient, information such as where the patient is from originally, children or parents, hobbies, events like graduation, marriage, baptism, vacations, etc.  If this is in the patient’s chart, then the whole staff can review and have points of discussion. This information sheet should be filled out discreetly by Doctor and staff over a period of time.  Remember that people like it when you focus on their life, not yours. 

Here is another tip that will save you time and money--capture your email addresses of your patients. I am amazed that these practices with all the bells and whistles of computer technology fail to capture patient email addresses.  Constantcontact.com is a great way to keep in touch with your patient base and gives you the opportunity to send inexpensive newsletters or practice promotions by email. 

As the Doctor, ask each patient why they have come into the office today and “How can I help you?” If a patient is scheduled for a recall but their real reason for their visit is a broken tooth, your opening statement will assure good communication.

You should tell each of your patients prior to leaving, “If you have any friends or family or coworkers with a dental emergency, have them call us before 11 AM and mention your name and we will make sure that we see them the same day.”  This empowers each patient and can lead to good referrals. 

Remember to ask your patients for referrals.  Give them a smile card and tell them that your practice always accepts new patients and that if they refer a patient they will receive a $50 credit on their account and their referral will receive $50 off their first visit. 

Review your patient questionnaire to make sure there is a section that concerns the appearance of the patient’s teeth and if they are happy with their smile.  This may present you with the opportunity to discuss cosmetic options based on the needs of your patient. 

If one is dealing face to face with a patient and the phone rings, excuse yourself briefly and answer the phone, and tell the person on the phone to hold or that you are dealing with a patient and you will call them back in a few minutes.  Nothing is more disconcerting to the patient that is in your office and they have to wait while you talk on the phone.  The patient in your office always has priority and you can always call the person back. 

Your objective is to show that you and your staff care about your patients and that you are committed to assuring a pleasant and friendly visit to your office. The favorable impression you build for each patient will do more to build your practice than any other endeavor.