7 Principles for Attracting Premium Patients

This article originally appeared in November/2023 on DentistryToday.com.

7 Principles for Attracting Premium Patients

By: Jackie Ulasewich Cullen

As a dental marketing expert, I see so many dentists who get caught up in a cycle of “busyness” that does not necessarily translate into revenue growth. Inflation, salary expense, supply costs, and reimbursement challenges create a pressure to see more patients and extend working hours. To make matters worse, most patients make their dental care decisions based on insurance coverage, forcing the practice to prioritize volume over quality care. Additionally, time constraints make it virtually impossible to see the number of patients needed to realize significant growth. Even so, dentists in this position fail to recognize that filling the schedule is not the answer. What they need to do instead is forget all about quantity and focus exclusively and earnestly on quality, specifically attracting Premium Patients.

The Dilemma:
Dentists feel trapped, believing that working harder is the only way to financial success. Unfortunately, this approach often leads to burnout and frustration, without necessarily improving health outcomes or increasing revenue.

The Solution:
When a practice is consistently booked solid but profits remain flat, it’s time to shift the paradigm and focus on Premium Patients — the types of patients who not only invest in comprehensive treatment plans without concerns about insurance but also actively refer others to the practice.

The Challenge:
The idea of treating only Premium Patients is certainly intriguing, but identifying and proactively attracting these patients requires a deliberate approach and takes time. Relying on chance will not work.

The 7 Principles for Attracting Premium Patients

The way to attract Premium Patients is to leverage premium marketing and branding to bring them into the practice and create a premium patient experience to retain them. Both components are vital for maximizing effectiveness and growth. However, it’s not just about attracting patients; it’s also about creating lasting relationships. By focusing on the following seven principles, any practice can transform its patient base from unpredictable and transient to stable and profitable.

1. Premium Marketing Strategies
Effective marketing is crucial for attracting Premium Patients. It requires using targeted tactics that maximize investments and generate new patient appointments. This involves understanding the target audience, crafting compelling and consistent messaging that resonates with Premium Patients, and taking advantage of the best marketing channels where they are most active. Leveraging digital platforms, refining the brand message, employing data-driven strategies, and tailoring the approach are key components of premium marketing.
2. The Premium Patient Experience
Creating a memorable and positive experience for patients goes beyond clinical excellence. It involves understanding patient needs, preferences, and concerns. Personalized care, clear communication, and a welcoming environment contribute to a premium patient experience. This not only enhances profitability through patient loyalty but also fosters long-term retention. The premium patient experience is about making every interaction with the practice meaningful, from first contact to any follow-ups, ensuring each patient feels valued and special.
3. Differentiation Strategies
Distinguishing a practice from its competitors requires a strategic approach. This could involve focusing on specialized services, promoting advanced technology and techniques, or committing resources to a niche aspect of patient care. By clearly communicating these differentiators through its marketing, the practice creates a distinctive brand identity that attracts Premium Patients seeking specialized, high-quality care.
4. Digital Presence
A robust online presence is essential for engaging Premium Patients effectively. A practice should have a modern website that is user friendly and informative and features its premium services prominently. To strengthen its digital presence, the practice should also have at least one social media account that patients can follow. Social media provides an easily accessible platform for engaging patients outside of the practice by sharing custom content, patient testimonials, and important updates. A strong online presence not only attracts high-quality patients but also builds trust and credibility, crucial factors in the decision-making process.
5. Premium Patient-Centric Approach
Understanding the importance of integrating a Premium Patient-centric approach is key for strategic improvements. Services and operations must be tailored to align with the preferences and needs of Premium Patients. This means personalized care and treatment planning, convenient hours, and exclusive amenities that enhance the overall experience. Prioritizing the unique requirements of Premium Patients, the practice will consistently deliver exceptional care, resulting in higher patient satisfaction and loyalty.
6. Referral Culture
Establishing a culture of referrals involves creating a systematic approach that consistently brings in Premium Patients. The practice must actively encourage satisfied patients to refer friends, family, and colleagues by emphasizing the value they receive from treatment and services. Referral programs that reward patients and employees who refer and actively soliciting online reviews create a referral culture. Fostering an environment where patients become advocates for the practice creates a powerful resource for generating high-quality referrals.
7. Open Mind
Identifying and overcoming limiting beliefs is a critical step in unlocking a practice’s full potential. Limiting beliefs often manifest as doubting the ability to successfully attract Premium Patients and achieve long-term revenue growth. Addressing these beliefs requires self-reflection, setting realistic goals, and seeking support from other professionals. A shift in mindset coupled with a positive, proactive approach and the right partnerships will make way for greater potential, prosperity and peace of mind.

The Road to Success is Paved with Premium Patients

Understanding and implementing strategies to attract Premium Patients not only enhances the quality of care but also positions a practice for sustained success. In fact, I am participating, along with my business partner and the founder of Dental Success Today, in an upcoming event that dives deep into this exact topic to help dentists move beyond the cycle of being “busy”, embrace a more targeted and effective approach to growing their practices, and attract Premium Patients. If you think your practice could benefit from this information, join us! You can find more information about the event here.

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