The other day I began calling around to different doctors to make a "howdy" visit so the new doctor and I could meet each other. Really, aside from the initials following their names (which made me all the more clueless), the only differentiating factor was the gender of the doctor. This really didn't matter all that much to me, so I began with the first name on the list.
Dr. M. Miller's front office person, Glenda, answered the phone. She was very nice as she said her greeting, "Hello, Dr. Miller's office. This is Glenda. How may I help you?"
I began to tell her that I was in need of a pediatrician for my newborn and I would like to schedule a "howdy" visit to meet the doctor. Her response caught me a little off guard, "Well, actually, we are just going into a meeting right now. Can you call back in a couple hours?" She didn't offer to call ME back, nor did she collect my phone number should she not hear from me. Although her tone was nice and friendly, she still lost my business.
Nice and friendly alone doesn't get new patients in the door!
Now, I admit, I'm a little more critical of front office staff than the next person. Since I am a professional marketer, the do's and don'ts of answering phones has been beaten into my head. Still, this was unbelievable to me, and I think any person - whether in marketing or not - would agree that this is a turn-off to a potential patient.
I sat there on the other end of the phone thinking: I'm on my lunch break, I don't have time to call back in a couple hours. So you're going into a meeting, but you don't have 5 minutes to spend with me over the phone? You don't have someone else manning the phones while the others are in the meeting? Wow. If this is the kind of service I'll be getting with Dr. Miller's office, I'm calling the next person on the list.
So, needless to say, they lost my business because of a simple phone call. I proceeded to call the other doctors on the list, one by one. Some were booked out too far past my due date, others didn't accept my insurance. I finally found a doctor that could schedule me in before my baby is due, and who made it simple and easy for me to appoint.
The lesson here is simple, but extremely important. Are you losing business because of a simple 5-minute phone conversation gone wrong? Make sure your front office staff is trained in answering phones. Not only that, but make sure your staff sees the value in each and every patient who calls in. This goes for existing patients too. The way they are treated by your staff will dictate whether they stay with your practice in the future.
If you're not sure how your staff answers your phones, call and find out. Or, have someone else call and tell you what they think. It's better to know that your staff properly handles phone calls, rather than just assume that they do.
Lately we've come across a trend of questions such as, "How do I develop a Unique Selling Proposition?"
For those of you that don't know, a Unique Selling Proposition (USP) is that one thing that makes you different, or unique, from everyone else in your profession. It takes the commodity of dentistry, and gives you that advantage that the dentist next door doesn't have.
Ask yourself, "What do I do to make myself different from the dentist next door?"
If you said you are kind and gentle, scratch that, 99% of the dentists I talk to in a day give that same answer.
With that said, there are 3 ways to differentiate yourself from your competition.
1. Stop copying what everyone else is doing! This is a trend in dentistry that needs to stop. Sure, there are services out there that everyone will have, but then there are options that will make you better. If you are saying, "I'll wait to see what everyone else does, and I'll copy that." It is too late. Everyone else will beat you to the punch (and the patients).
2. Be the best at your craft (dentistry). Don't settle for the top 10%, be the best. Have the best equipment, the cleanest office, the kindest staff, and do the best dentistry possible on every patient. Don't worry about new innovation, just perfect greatness, perfect dentistry.
3. Do something different. What if you were not the 'one stop shop' for dentistry, but only offered fillings? The best fillings, done by a filling specialist. Don't be someone that dabbles in fillings, be the expert. Composite, front, back, top, bottom. Know everything about them, and soon you will become the filling expert. This one seems crazy, but there are other options: finance every patient, give away a car; the sky is the limit.
Three ways, all extreme or tame depending on how you take it. If you want the same results, money, and recognition as everyone else, go ahead and be like them. If you want more money, more recognition, and better results, then, be different.
Action-to-Take Tip: Take a few minutes out of your crazy day, sit down with a piece of paper and a pen, and write down all of the things that you think make your practice great. Once you have a clear list compiled, look at it and come up with ways to make each thing even better. If only two or three of your improvements turn out to be feasible, then that's two or three things that will set you apart from the rest.
James Erickson has sinced written about articles on various topics from Dental Practice, Attracting Mate and Dental Practice. James Erickson is the President of which gives Dentists a resource for turn-key dental marketing programs and dental practice marketing education inclu. James Erickson's top article generates over 33100 views. to your Favourites.