In the previous blogs related to the Five Elements of a Dental Marketing Campaign, we focused on what is going to cause patients to react to your marketing. Now it’s time to pay attention to everything you need to do to convert and retain long-term loyal patients.
One of the key differentiators between competing practices are those practices that say the right thing, at the right time, and those who don’t … and this does not happen by chance. Think about it this way – could you imagine your favorite sports team taking the field, court, or ice without a playbook? Their chances of success against competitors? About zero.
So why do so many dental offices (and other businesses) not fully understand the consequences of their interactions with patients and customers? Simply put: they have not documented their conversations with patients and developed their playbook. Firstly, don’t think about documented conversations or scripts as something that is memorized or read. They are outlines of conversations that staff members have with patients throughout the course of a day and cover everything from answering the phone to welcoming new patients … and even handling collections.
Conversations and patient interactions are processes, something dental professionals know well in their clinical activities. Take that same discipline and follow a specific set of processes for a specific outcome – that’s exactly what you want to do with your Conversation Playbook.
The great thing is that an effective playbook reduces staff stress and makes your practice run smoother –resulting in greater profits. Take the time to understand the principals of effective scripts and then document the categories and conversations you need to control. By taking control of what you and your staff say, you can transform your practice and capitalize on your growth and equity potential.
We’ve helped thousands of practices over the past 24+ years to maximize their growth potential. For assistance in developing your “Playbook” and making your practice STAND OUT in competitive markets, give us a call. We are here to help.