16 AUSTRALASIAN DENTIST Dr Fraser is a dental surgeon and cosmetic dentist. He is founder of AirSmile, a national comparison and booking portal for dental services, and Avenue Dental Kawana and Fresh Breath Clinic in Queensland. A passionate advocate for accessible, affordable and quality dental care for all Australians, Heath founded AirSmile in 2019 to enable more Australians to access these benefits. PROFILES Brighten up your practice.... BLACKBERRY + LICORICE CURAPROX CURAPROX AUSTRALIA | www.curaprox.com.au | 08 7079 3779 Blackberry banner.indd 1 8/02/2022 3:40:05 PM Australian consumers expect choice, convenience, and fair prices in every service they pay for – including in dentistry. Historically, the dental industry decided what was ‘good’ for the patient, requiring very little patient input. However, the rise of tech solutions that empower consumers means patients today are demanding more knowledge and control over their healthcare treatments.1 The rise of such engaged tech-enabled consumers may cause companies that failed to evolve to lose patients. Delivering a better, more convenient and faster service at a lower cost has become an essential way to keep up with higher patient expectations. Below are my 7 recommendations to help dental practices attract patients in an increasingly digitised world. 1. Have a digital marketing strategy. The digital world is here to stay, and if there is no digital component to your marketing and sales strategy, you will fall behind on patient lead generation. Existing and new customers demand digital pathways to find and interact with your practice. If you are time-poor, consider hiring a digital marketer to develop and implement a strategy. 2. Update your website. Have a well-designed, user-friendly website to capture client leads. Research shows 94% of people are more likely to choose a service provider that offers online bookings2. Get professional shots of your team and don’t use stock photos. Content is king, it is so important to publish highly relevant content that will attract your target audience and improve your Google rating. Figure out what type of patient you want to attract and talk to them via your website. You can’t please everyone, and you shouldn’t want to. You should also provide some pricing on your website to encourage patients best suited to your practice to book. 3. Find your niche. Focus on the services you offer that make you the best. Evaluate the local competition and communicate what makes you different. Have your point of difference showcased everywhere including website, social media platforms and in your practice. 4. Focus on patient experience. The digitally enabled consumer has much more choice and your reputation online will be critical to attracting this group. Ensure your staff is trained to provide exceptional service. Patients are more likely to remain loyal to a practice that provides a high standard of service, communicates Seven recommendations for dental practices to keep up with consumerism in dentistry effectively, listens to their needs, increases their knowledge, helps themunderstand the treatments provided, and alleviates anxiety or fear. 5. Make an impact in your clinic. As the first point of contact, your front office should welcome patients appropriately and interact with those who need nurturing over time. Dental assistants should be trained to be experts in patient care and offer strength in areas where you are weaker. This will give your employees greater job satisfaction. 6. Act on increased price transparency. In every other buying decision, customers get the option to research the cost and suitability of the service. This should be available in dentistry. For higher cost treatments, include detailed information about the treatment, why you recommend it and think about providing a payment plan to increase client conversion. 7. Be aware of the empowered patient. Patients more than ever wish to be involved in their healthcare decisions and are typically armed with more knowledge than in the past. Allow the patient to make their own dental decisions, address any fears and ensure they feel valued in the process. Patients want to be educated and it is our duty to guide them. When providing advice, lay out every option, from leaving an issue untreated to the highest standard of treatment available, and make them feel OK about the decision they make. Stick to the facts and be sure to provide all of the options without judgment on your side. The end goal is to create long-term and loyal patients who would be happy to return if they change their minds about a service. u 1. Deloitte, 2019, deloitte.com/content/dam/Deloitte/global/Documents/LifeSciences-Health-Care/gx-lshc-hc-outlook-2019.pdf 2. Gett App. 2021. getapp.com/resources/research-online-bookingimportance-of-appointment-scheduling/ Dr Fraser
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