Are You Connecting With Your Patients?

As consumers, we connect with brands that appeal to us aesthetically, philosophically, or otherwise, and that is typically the result of marketing. Beyond the initial impression marketing makes, though, most of us want to feel something deeper before pulling the trigger, especially when a decision will impact our health and well-being. That’s why marketing alone isn’t enough for dental practices seeking to attract high-quality patients. 

Marketing Gets the Ball Rolling

There’s no doubt that most dental practices need marketing to compete. Digital marketing is especially important since most patients rely on internet searches, online reviews, and social media for information about everything from buying a car to choosing a healthcare provider. Dentists who embrace the power of digital marketing certainly have a leg up. However, there’s much more to achieving success than that. Patients want to feel a connection with the dental practice, and while marketing can spark someone’s interest, that’s only the beginning.

Everything Counts

For dental practices, marketing may get people in the door, but whether those people become high-value patients hinges on everything that happens from that moment on. The most important aspect to consider is how the patient feels, which is directly related to how they are treated before, during, and after their appointment. 

Initial Contact: 

1. Did the patient receive a timely response, regardless of whether they contacted the practice via online form, email, text, or phone? It’s a huge letdown when a patient contacts a practice only to be ignored. Conversely, patients feel appreciated when they receive a quick response.
2. Was the team member who handled the patient’s inquiry helpful, polite, warm, friendly, and understanding, or was the interaction rushed and curt? The first conversation, whether online, on the phone, or in person, goes a long way toward forming the patient’s opinion of the practice. 
3. Was there any pre-appointment communication from the practice to the patient? A welcome message or phone call to gather information is always a nice touch. It helps the patient feel appreciated and saves time at check-in. Other communications can include links to relevant topics, more about the practice, and, of course, appointment reminders. Every contact is another opportunity to build rapport with the patient.

Appointment Time:

1. Is the reception area inviting? Even a clinical setting can be welcoming if the people who greet you are friendly and warm. Cleanliness, noise level, and overall aesthetics also contribute to how the patient feels when they enter the office.
2. Is the check-in experience easy? Even if there are forms to fill out in person, having team members who are ready and willing to help can make a difference in how the patient experiences that process. 
3. Was the wait time reasonable? It’s not possible to take every patient back immediately upon their arrival. Even so, patients appreciate it when a practice respects their time. A short wait is acceptable, and most patients will understand having to wait longer if there’s been an emergency. However, there’s no excuse to keep patients waiting as a rule. That’s just poor scheduling management.
4. Did the patient feel heard? This is one of the biggest factors in determining whether a patient feels connected to a practice. Practitioners who take time to listen to their patients, answer their questions, explain findings, and walk through treatment plans forge deeper, more trusting relationships with them.

After the Appointment:

1. Did someone follow up with the patient? One thing we hear from patients over and over in reviews and testimonials is how impressed they were when the doctor reached out after treatment to check on them. It’s a simple gesture that shows how much you truly care about your patients. 

When it comes to how a patient connects with your practice, marketing is the crucial first step. It’s the spark that ignites their interest and brings them to your door. However, to keep that spark alive, the practice must provide a consistent, caring, and excellent experience from start to finish. Your patient’s emotional journey, from their very first inquiry to the post-appointment follow-up, is the real measure of success, ensuring that every interaction lives up to the promise the marketing makes.