The Most Important Three Seconds ...

If I could give one piece of advice to all people who staff the front desks of dental practices, it would be to look up. When I present myself in front of you, look up and smile. Greet me warmly, by name.

Even if you're busy and juggling a few things that demand your attention, just a smile and an "I'll be right with you, Imtiaz," will go a long way.

I know I'm not alone here. When dental patients are asked what could be done to improve their experience, it's not discomfort in the operatory, or costs, or inconvenience that they mention as their primary concern. It's often the reception they get that makes all the difference about how they feel about the practice. In fact, it has been said that in the three seconds it takes to come in the door and say hello, people have already made irreversible judgements.

You expect a lot from your front desk people. You want them to be able to answer calls in a timely and efficient way, process payments and insurance claims, manage the schedule, and respond to whatever else comes up. But nothing is more important than the patient who is standing before them waiting to be acknowledged, because the feeling that patient gets in reception is a feeling they carry with them to the operatory. If they settle into the chair already feeling truly welcome and comfortable, you're going to have a lot less resistance to overcome during the rest of the visit.

This is why I favor reinventing the front-desk position as a Concierge value role. That puts the emphasis where it needs to be: Doing whatever it takes to make each patient feel like a valued guest. Once you get that right, they are far more likely to be receptive to what you have to say about their clinical care.