The Difference Between Quality and Quantity in Patients
So often, marketing efforts focus on bringing in more patients. That’s all good and well unless your new patients pop in for an exam and cleaning then disappear, never to be seen again. To make the most of your marketing, seek to appeal to more quality patients — the ones who are open to treatments you may suggest, will commit to you and your practice, and who will be likely to refer you to their friends and family.
The “Problem” with Quantity
Having a ton of patients sounds great, but if they’re not sticking around, then you’ll constantly be on the hunt for new patients. Quantity may get people through the door; but it won’t keep them in your chair. Groupon, for example, offers substantial discounts for a number of health and beauty treatments: teeth whitening, dental exams, Botox, and vein treatments, just to name a few. While those who purchase these Groupons will eagerly show up once, they’re not necessarily in it for the long haul. In fact, they’re more likely to select their next health practitioner based on who offers the best discounted service.
While they may be more hard to come by, quality patients will actually bring more revenue to your practice. Quality patients are more willing to commit to treatments that others might view as optional. Quality patients are also more interested in building a long-term relationship with you and your team. Best of all, quality patients can be your greatest marketing tool, as they are the ones who will sing your praises to their friends and family members (which will bring more people through your doors).
Believe it or not, bringing in a single $10,000 case is preferable to bringing in ten $1,000 cases. Why? The $10,000 case is committed to dental care and their overall health. This is not to suggest that you shouldn’t see the patients who are going to come in for an occasional filling or extraction, but your marketing efforts are best focused on those who are as committed to you as you are to them.