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Professional News Articles : FRONT DESK by Mary M. Byers, CAE : Get your patients asking!

Get your patients asking!

May 7, 2008

One of the quickest ways to increase practice profitability and treatment acceptance is to get patients asking about the services you offer. But if patients don’t know what to ask about, they won’t ask anything at all. That’s where your practice can make a difference: by giving patients something to talk about. Here’s how:

Use education posters and “before” and “after” pictures. Posters in front of each operatory chair are a great way to get conversations started about whitening, veneers, composite restorations, etc. By letting patients know you offer these services, you invite them to inquire about them. Consider using real “before” and “after” photos in your reception area, as well. When patients see what others have had done, they’ll begin to wonder what you can do for them.

Use “ask us about” flyers. Don’t let patients leave empty-handed. When front office staff hands them an appointment card, they also should hand them a one-page flyer featuring selected procedures. The more information the better. Include what types of patients or situations make good candidates for each procedure, what’s required, time involved, special considerations, and fee range. Doing so allows patients to “pre-qualify” themselves so that when they ask about a procedure, you know they are seriously considering it.

Consider featuring services. A frame at the front desk is an easy way to feature various services. As patients wait to check out, they can refer to the service description. Make sure the description is benefits-oriented so that patients can easily see how they might profit personally from the service.

Advertise treatment financing options. Be sure to let patients know if you offer treatment financing options in your practice. If so, use sample charts and/or payment schedules to show how affordable treatment can be.

Use educational appointment confirmation cards. Select cards that help educate patients and reinforce the value of the services you provide. If you’re featuring whitening in the office, send cards featuring this service on them. Change styles at least twice a year so that patients learn about a variety of procedures via your mailings.

Enable staff to be walking advertisements. There’s no better promotion than a staff with wonderful smiles. Before promoting whitening, make sure staff members have the opportunity to benefit from the procedure so that their smiles reinforce what patients see on posters, flyers and appointment cards. Provide affordable alternatives for more comprehensive services (such as veneers) for any staff members who want to craft their smiles into a walking advertisement for your practice.

Ask new patients, “Is there anything about your smile you’d like to change?” This simple question can begin a valuable dialogue. Though patients may not act immediately, the question plants the seed that change is possible, something they may not otherwise consider. In addition, patients recognize that you are willing to become their change agent which makes it more comfortable for them to ask questions.

You can get your patients asking by giving them something to ask about. Doing so is easy, inexpensive and beneficial—both for your practice and your patients.

CDS presents Front Desk, a column addressing problems dentists and staff members experience in the office. Front Desk is prepared by Mary M. Byers, CAE, a professional speaker and freelance writer. Ms. Byers may be reached at mbyers@marybyers.com or www.marybyers.com. Send suggestions for topics to be covered to review@cds.org.

© 2008, Chicago Dental Society