GAP Australasian-Dentist-Mar Apr 2019

Category 118 AustrAlAsiAn Dentist M odern day dental practice is changing in the eyes of the dental consumer. Practices who want to expand their range of services need to assist patients to see that they have the skills to deliver them and this occurs through internal marketing (Fig 1) with the promotion of those skills. the appearance of the reception and clinic rooms are important as patients make buying decisions on the basis of visual suggestions around them. in this age of scientific awareness of the link between gum health and systemic diseases, encouraging patients to address these issues is a first step to improving their general health through their gum health. this is best achieved by using the Gum Health evaluation brochure (Fig 2) that explains the diagnosis of gum health issues and included with a colour print out of their periodontal charting attached inside, (taken on a 12-monthly recall basis and with all new patients) serves as an excellent motivating tool for patients. this is the first step in the education pathway that enables patients to become involved in the management and responsibility of their dental and systemic health through their gum health management. Combined with the knowledge provided in the Gum Health evaluation brochure, the development of a strong and reliable recall system provides the opportunity to regularly reinforce the message of gum health and of recommended dental treatment that has previously been discussed at their last recall or new patient exam. theuseoftherecallCardsystem(Fig2), hand written by the patient and mailed out 1 month prior to their recall appointment, reinforces the patient’s commitment to his or her own dental health. and refer all hygiene/gum therapy to these invaluable support staff, thus creating another revenue center as well as freeing up their own valuable time to carry out the procedures they prefer to focus on. this often creates the need to employ a junior associate to cover the general and pediatric dental care needs. the use of a before and after smile Album (Fig 3) placed in the waiting area, creates an point of interest in patients minds to ask about what can be done to improve their smile. Well trained reception staff can assist patients with their interest in the before and after procedures on show in these albums. Internal marketing Create the practice you’ve always wanted M rKetIng Fig 1: Internal Marketing Patients need to have visual references to develop their dental wish list. the wall behind the receptionist’s desk, the waiting room and the clinical areas all need to convey the possibility of smile improvement through their visual cues. When visiting patients see visual suggestions, they are often moved to comment, “i would love to have a smile like that!.” this is the opportunity for the receptionist or nurse to respond with, “let me ask Dr X to discuss with you the many ways we can assist you to achieve this”. Whether it is simple home bleaching, or all the way through to smile Makeovers, it all starts by sowing the seeds of desire for a better smile in the minds of patients through visual suggestion. it is less expensive to market to your existing patients than it is to spend money on advertising to attract new patients. Word of mouth referral is acknowledged as the most cost-effective method of advertising, so let your current patients do the work for you by receiving exemplary service and responding to caring communication skills from your clinical and reception teams. Don’t overlook the value of social media to complement your external marketing but be cognizant of the board’s restrictions on testimonial advertising. Fig 2: Gum Health Evaluation and Recall Cards Many dentists are not aware of the value of the recall appointment, whether carried out in the hygienist’s room (or in their own room if issues to be discussed are more complex) as being a practice builder. Many assume it just makes them busier ‘just eating up dental treatment time’. the easiest way to address this is to employ a hygienist or dental therapist the creation of a new patient pack including a ‘welcome to the practice letter’ a ‘Beautiful smile Booklet’ with a business card attached to the back cover, as well as an ‘address map’ goes a long way to increasing the perceived value of the practice. u It is the creation of this increased perceived value that enables patients to more readily accept the out of pocket costs of dental treatment, especially when it is underpinned by sowing the seeds of how an improvement in their general health and smile contributes to their self-esteem. For further information and marketing samples go to: www.cdmarketing.com.au Fig 3: Before and After Smile Album and Smile Booklet