This article
may be used as basis of a team meeting. There are roleplay scenarios
at the close of the article to help team members recognize and seize
opportunities.
"Should we market
or not? Will we get a return on our investment? What will our
patients think about it?" We've heard both sides of this story.
There are concerns we've heard from practitioners and there are
concerns we've heard from patients. Does any of this sound familiar
to you?
THE
PRACTICE POSITION:
- I feel uncomfortable actively promoting
treatments
- It's distasteful to market the practice through
external advertising
- We should leave it up to the patient to
initiate inquiries about elective treatments
- We shouldn't
harass the patient about sending us referrals
- Why shouldn't
excellent dentistry be enough?
THE
PATIENT POSITION:
- I don't want to feel trapped in the
chair
- I don't want them to push treatments
- I want them to
suggest treatments on the basis of what is best for me, not best for
them
- I'll refer to my dentist, but I'd feel awkward if they
pushed me for referrals
- I don't want to feel "marketed to"!
There is decided discomfort for many
practices in relation to marketing. Likewise, patients don't want to
experience aggressive marketing in the practice. It may appear that
any form of marketing could be perceived negatively by either side
of this issue. Some might say that internal marketing is acceptable
when handled tastefully, but that external marketing is taboo. There
are endless viewpoints held on this in the profession of dentistry.
But two points are clear. For a practice to grow:
(1) Any form of
marketing must be patient-friendly
(2) You must at least market
internally
IS IT
MARKETING OR IS IT CUSTOMER SERVICE?
Several years ago, there
was a terrific Memorex ad campaign to promote the clarity and
realism of their audiotape. One of the ads featured the voice of the
great singer, Ella Fitzgerald. As the viewer heard her hit a high
note, there was an image of a drinking glass shattering at the high
pitch. The voiceover posed the question to the TV viewer, "Is it
real or is it Memorex?".
I'm often reminded of this in thinking about
the issue of marketing. Is it customer service or is it marketing?
Patients we interview in our focus groups often blur the line
between marketing and service. From the patient's point of view,
it's hard to tell the difference. Their point is that excellent
service is marketing.
During the year when I was writing the book,
The Mystery
Patient's Guide to Gaining & Retaining Patients (PennWell, 1997), I
repeatedly experienced a similar philosophical dilemma. I found
myself struggling with a topic to be addressed, but unsure whether
it should be put in the chapter on marketing or the chapter on
customer service. It became clear to me through this process that
marketing and service are inextricably entwined. Excellent customer
service IS marketing. This is marketing in the most effective and
patient-friendly manner. This is also the type of marketing that the
practice is most comfortable with. It's non-aggressive, it's
patient-friendly and it's certainly ethical.
PATIENTS'
PLATINUM PRIZE FOR MARKETING: CONFIDENT, CARING
STAFF
Patients said it best: when it comes to effective
marketing, nothing compares to confident, caring staff members. In
an ongoing series of focus groups we conducted with patients on
marketing, they consistently remarked that the most powerful
marketing comes from a highly evolved staff - one that believes in
the practice. No brochures, on-hold tapes or collateral materials
can hold a candle to what the staff says about the practice.
Staff provides the foundation for an
effective marketing program. Imagine an office that has impressive
external advertising and a beautiful collateral package. Now imagine
how patients feel when they call the office or arrive for their
first appointment to find that the team doesn't meet expectations.
Marketing without a solid foundation can be perceived by patients as
technique and therefore manipulative. Trust is blown out the window!
Before spending time and money on materials, be sure your team can
support your efforts! Likewise, seizing opportunities without
providing genuine value to the patient can be perceived as purely
opportunistic. There must be a win-win balance.
The team that truly believes in the practice
will be the most effective in promoting in a patient-friendly
manner. In this respect, the highly evolved team has gone beyond
"working" at promoting the practice. Their belief in the practice is
so strong that they can put effort into focusing more on the patient
issues. They can think about the patient needs first and then easily
relate solutions that are found within the practice. The highly
evolved team is one that:
- has strong belief in the ethics of the
practice
- has strong belief in the clinical skills of all
practitioners
- genuinely respects other members of the team
-
truly cares about the patients - as individuals
- has empathy for
patients
- communicates in an open, honest and sincere
manner
- understands their own responsibilities in the overall
marketing plan
- recognizes the power of providing top quality
service
When your team comes together with this kind
of belief and strength, internal marketing is far easier and
naturally overlaps with excellent customer service.
CARPE DIEM - SEIZE THE DAY
Every day patients provide you with a
myriad of opportunities for you to promote your practice in a
patient-friendly manner. The keys are:
- Recognize the
opportunity
- Place yourself in the patient's position and
rethink the opportunity to meet the needs of the patient first.
-
Seize the opportunity in a patient-friendly manner
- For the
practice, the toughest of these three steps may be #2. It's very
difficult to step outside yourself and see an issue from the
patient's point of view. In doing this it's crucial that the patient
understand that you want to be of service, provide valuable
information or meet their specific needs. Having empathy for the
patient is a crucial part of this.
Empathy means understanding how the patient
might feel, not necessarily feeling what the patient feels. For
example, to be empathetic you can understand patient anger without
feeling anger and without agreeing with the patient.
Here are some examples of marketing
opportunities that might arise in your office. Review these
scenarios with the team. Consider how patients might feel if given
the different answers as listed. If you were the patient how would
you like to have these situations handled? Every one of these
scenarios offers patient-friendly ways to market the practice -
which do you think are the most patient-friendly?
Role Plays
Scenarios
ON THE TELEPHONE - Patient says: "I just moved in the
neighborhood and saw your sign. Would you tell me something about
the doctor?"
RECEPTIONIST SAYS:
(a) "He graduated from
Baylor in 1972, he's been in practice at the same location all this
time - did you want to make an appointment for a cleaning?"
(b)
"She's very gentle and is very caring. She attends many continuing
education seminars to stay up-to date. Our patients just love her
and so does all the staff!"
(c) "What kind of information would
be the most helpful to you? Was there a specific area of interest or
concern you had?"
KEY POINT: Gently probing the patient for more
specifics indicates an interest in patient needs, increases patient
understanding and will aid the staff member in providing meaningful
information to the patient. This is a KEY question because the
answer can provide insights on what is important to the patient and
enables the staff member to market the practice in a
patient-friendly manner. Patients in our focus groups consistently
affirm that when staff ask appropriate questions indicating interest
in the patient, the practice is perceived as a caring one.
AT
FRONT DESK - Patient says: "No, I can't schedule the cleaning
then, my sister's moving into town and I'll be helping her move into
her new house that week."
RECEPTIONIST SAYS:
(a) "How about the
16th, is that better? - (appointment is made) - Great, we'll see you
then."
(b) "What date would be best for you?" - appointment is
made) - Great, we'll see you then."
(c) "Would you want to do it
before that week or after her move? (appointment is made) Terrific.
And we'd love to be of help to your sister and her family. Does she
already have a local dentist?"
KEY POINT: After scheduling the
appointment, the staff member can ask about the sister and pursue a
referral in a low-key, patient-friendly manner. (THEN put a note in
her records so it is a point of conversation at the next
appointment. This is a part of rapport building.) Patients feel more
"connected" to the practice when the practice indicates interest in
them and in their families.
DURING
A HYGIENE APPOINTMENT - Patient asks: "What's the best kind of
toothbrush (floss -toothpaste)?
HYGIENIST SAYS:
(a) "We like XYZ brand
toothbrush because -"
(b) "I suggest ABC brand toothbrush to all
our patients because -"
(c) 'The best toothbrush for you is --
because -" Show one you've chosen specifically for this patient and
relate it to the needs of the specific patient, "And as you use it
you need to focus on --" Relate to specific technique best for the
patient.
KEY POINT: By tailoring the answer to the specific
patient, the patient has a higher perceived value of treatment
received, and consequently increased trust. Hygienists are in an
especially key role to market the practice through personalized
patient education. This is very meaningful to patients and they
understand that you see them as individuals not as "just another
patient".
IN
TREATMENT ROOM WITH THE ASSISTANT - Patient says: "Sometimes I feel so
stupid, I know the doctor just explained my problem, but I still
don't really understand why I need this treatment."
ASSISTANT SAYS:
(a) "Well, the doctor did
use a lot of technical words. Let me explain what he
meant."
(b)
"What didn't you understand and I'll explain it further for
you?"
(c) "Please don't feel uncomfortable about that. I'm glad
you told me - it often helps to hear it put another way. Here's why
the treatment is so important for you and why it will help
you."
KEY POINT: Patients often "open up" to staff members more
quickly than to the doctor. Put the patient at ease about having
asked the question and validate the importance for understanding.
Explain the condition and treatment using an approach that is in
sync and compatible with the communication and behavioral style of
the patient. What you say can have a significant influence on the
patient's likelihood of accepting treatment. Before the patient
leaves the chair, encourage any further questions to ensure
comprehension.
DURING
DOCTOR'S EXAM - Patient says: "I just hate to come in here. I get
so nervous because of the experiences I had as a kid."
DOCTOR SAYS:
(a) "I'd be nervous too I
were sitting where you are!"
(b) "Don't worry, just relax.
Everything will be okay."
(c) "Tell me what happened, and what
specifically makes you uncomfortable. Our talking about this can
help me understand how to make your experiences in this office more
comfortable for you. Together we can work on overcoming
this."
KEY POINT: Don't discount the patient's concerns and
anxiety. Getting the patient to talk about it helps you provide the
treatment the patient needs and instills understanding that you are
a truly caring practitioner. Patients we interview express strong
feelings on this issue. .A patient who is fearful and goes to your
office anyway is not a coward, and doesn't want to be called one!
This person is brave to face the fear and deserves and values your
support. When cared for with sensitivity, this individual can become
a fiercely loyal patient who refers you to others.
AT PAYMENT
COUNTER - Patient says: "No I can't schedule the treatment.
I'd like to but I just can't afford it right now."
FINANCIAL STAFF MEMBER SAYS:
(a) "If it
would help you decide, we offer a 5% discount for prepayment, would
the discount help?"
(b) "How about putting it on a credit card?
Could you handle that?"
(c) "I know you said you really want to
do the crown as soon as possible. We'd like to help you find a way
to get this treatment you need. You'll feel more confident, your
bite will be improved and that's what we want for you too. We have
several alternatives that might work for you. If you'd like, we can
go into the consultation room for a little more privacy and we can
discuss what those options are."
KEY POINT: Ensure that there is
privacy for any financial discussions like this. You must have
alternatives in place for situations just like this. Have the
payment options on a printed form so that the patient has something
tangible to take home and think about. Credit cards, payment plans,
phasing of treatment, alternative treatments are all key to
increasing the likelihood of treatment acceptance. And so is a
positive attitude that shows understanding, sensitivity, care and
compassion. There's nothing like financial matters to produce strong
feelings in patients. How you handle these issues can lead to
referrals or send patients packing!
