Marketing Continued »
Top tips to create the ‘wow’ factor ı. Every time a potential new patient calls to make an appoint- ment, you should send a direct mail package (it can be a patient welcome pack if it is a new patient or a letter for an existing patient) that thanks them for calling and provides beneficial reasons to keep their appointment. 2. After a new patient visits you,
always follow-up with a thank you note that tells them how nice it was to meet and talk with them which expresses appreciation for their time and interest. 3. If they also made a follow-up appointment, in your letter detail some of the benefits of having the work done, and let them know you’re looking forward to seeing them again. 4. New patients, particularly
patients who come in direct from promotional marketing offers should be given lots of extra personal atten-
tion and care because you want to register them as a new patient at the practice – you don’t just want to do a one-off treatment on them. 5. Patient feedback forms are
a great marketing tool. When constructed effectively, feedback forms can be used to discover weak- nesses that, when corrected, can strengthen your practice and/or: • Generate wonderful testimonials • Identify patients who are likely or willing to refer others
• Identify staff members to whom patients relate to well
• Identify market niches. Feedback forms can either be
filled in at the reception after treatment, via email or on an iPad so patients can tap the answers in while they are waiting for their payment to go through at reception or while the receptionist is booking their next appointment in.
The impact of technology – the added extras In today’s culture, advanced tech- nology/gadgets are perceived to
After a new patient visits you, always follow-up with a thank you note
be synonymous with high quality, sophistication, and premium value. Investing in state-of-the-art equip- ment that will delight your patients and improve their patient experi- ence is of great importance. From the surgical equipment
through to entertainment gadgets such as DVD glasses, iPods and headphones for patients to use during treatment will all help to create an ‘outstanding experience’ for the patient. If they have had an ‘outstanding experience’ at your practice they will shout about it and refer friends and family to you. Practice marketing must also
reflect this level of investment. Literature and marketing commu- nications should look professional and be high quality. Design and content are the most
important features of your literature. The design of your literature and marketing material together with the language and photos that are used needs to mirror your practice. The quality of this should not be compromised.
Scottish Dental magazine 51
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