From Institutional Effectiveness and Accreditation
Exactly what are you promoting or 'selling'? Most of us within the dental profession could answer this question with crowns, fillings, dentures, teeth whiting, improved beauty and/or optimum oral health. However in reality, we are trying to sell services. We can't actually give patients new white teeth, but we can fabricate a new set of dentures, ready their teeth for beautiful veneers or make a beaching tray to them to aid them attain a brighter, brighter smile. In dentistry we do not sell concrete things, only services.As a veneers long island, it is easy-to forget that we sell a 'company' because we usually think about our practices by the quantities -the number of crowns we prepare, the number of patients on the routine or the number of teeth we extract. You can not sell somebody a crown exactly the same way you'd sell them a new set of footwear, but you can give them a mild injection, prepare their tooth, take an impression, fabricate a short-term, send the crown down to a quality dental laboratory, collect their money, and supply it in two weeks -all using a smile. Dentistry is just a service, and your people need to find out why they should purchase your service over the service they could get down the street.The average man or woman thinks that because you have a dental license, you're competent and capable of offering quality dental treatment -so what they're actually buying from you could be the amount of service you and your staff offer. This is why one doctor will get twice the total amount of money from the individual for your exact same procedure since the doctor down the street.Dentistry is just a service company, and to raised market your services, you must understand the four tips of successful service marketing: (1) real versus. intangible items (2) your company, (3) interactions and (4) perceptions and expectations.Key 1 Tangible versus. Intangible ProductsUnlike your dental solutions, a new set of footwear or a new shirt is really a tangible product. When you're buying clothes, you can hold them, assess them, contact them, and feel them. You may also try them on and walk around the store. Company goods like dentistry are usually quite intangible. You can't play with your new filling or try-out your new group of denture teeth before you buy them. All of the time individuals aren't actually given a chance to see their new $900 crown until it is cemented within their mouth. This is an intangible service.So, so what can you do? Allow it to be more tangible! Use styles, photos, flipcharts, intra-oral cameras and imaging, you possibly can make your providers more tangible and meaningful to your patients. People like to sense, feel, and see things -try this with your dental services. Make your dentistry more concrete by training and involving patients within their treatment plans and case presentations. They'll buy more of it, when individuals understand why and what they are buying. Many people don't like to invest in things they don't understand.Key number 2 Your ServiceA majority of dentists miss the apex on this one. Dentists and staff frequently think of marketing as either selling or promotion. Dental practices will spend a great deal time and money creating a new company pamphlet or web site, running an ad in the paper, writing someone newsletter, adjusting their brand, or buying the newest and greatest direct mail marketing item, however they often forget to target on the main principal of service marketing -the service itself. Combined these are all essential elements of your practice.Your service is manifested by the dentistry you do, the way it is done in your practice, and how you and your staff treat the patients. Before you even look at a new marketing program or a radio advertising campaign, you need to be providing excellent customer service to your patients.Many folks have arrived at expect 'good' service in general, and this implies they will expect better service from your dental practice also. People are watching tv shows like Extreme Make-over and Oprah, and reading magazines about 'Spa experiences' in up-scale dental practices. It's not only about the amenities you provide patients; it is about your support. How are you currently treating your patients? Do you treat them the way you'd desire to be treated? Are you currently educating and motivating them? Does one make them wait 30 mins before being seated within the treatment area? Do you make them feel welcome and comfortable inside your practice?Concentrate your initiatives and energy towards improving your support and you'll not have to pay as much money on marketing and advertising. The top marketing tool at your disposal arises from word of mouth. If people really like their knowledge in your working environment and with the physician and staff, they are more prone to be showing their friends about it.Key 3 RelationshipsOne thing that is lost in this microwave, fast remedy, hurry-up world is relationships, and connections with other people. It is OK to be professional, however you need to focus on being personal and friendly. Take the time to allow your people know you care. I would deal professionalism any day of the week to produce a real reference to my patient. Being a doctor is very good, however it doesn't mean you're any better compared to the guy or girl that's sitting in your chair with a mouth full of bad teeth.Dentistry is dependant on people, associations, and communication. When individuals acquire your service, they're purchasing the capabilities and skills of the people that perform those services. People purchase products according to their feeling towards those products. They buy services depending on their feelings toward everything and everyone a part of that company. Meaning they are getting into your dentistry because of you and your staff. Many reports demonstrate that individuals judge us on our interpersonal abilities, not our clinical ones. This is the reason the more you care about your patients, and the less you fret about how much money you may get from them, the more money they will give you for your services.Key 4 Perceptions and ExpectationsIf you understand your patients' perceptions and expectations for 'quality dentistry', you'll have much greater chance of positively influencing their perceptions and beating their expectations. Perceptions and expectations are derived from past experiences. Therefore, be sure to ask your patients about their past dental experiences. Find out how they experience dentistry, and what type of dental treatment they be prepared to receive from your own practice. You'd hate to learn after offering a fresh upper partial denture that what the patient really wanted was two connections for anyone missing teeth.Today's dental patients want on-time appointments, courteous doctors and staff, clean offices, thorough examinations, explanation of treatment, and a general comfortable, satisfying experience whilst in your office. Give it for them! You won't only alter their notion of today's dentistry, but also meet all their expectations of a quality dental practice.Patients are buying our assistance. In the long run, it's your associations that keep them returning, your marketing that provides them in, and your service that's them referring.