How much does a patient really know about you before they meet you? Are you just "the dentist" that they are seeing, the same (in their minds) as any other dentist? Or has someone on the team set the stage and created the right expectations?

In a typical practice, the staff will introduce the patient to the doctor and let the doctor – and his skills – speak for themselves. The problem with that is most patients aren't in a position to judge clinical expertise, and of course you as a dentist are probably not inclined to start the relationship by singing your own praises.

Creating value in the dental office

In the best practices, it is understood that excellence in value-creation goes hand-in-hand with clinical excellence, so the team talks about the doctor and creates value for his or her services. They'll talk about what a great person the doctor is, and how accomplished a clinician he or she is. They'll talk about the doctor's commitment to ongoing education, show examples of compelling before and afters, and share patient testimonials. Ideally, the team members' own smiles should be evidence of the doctor's work, so they can point out that they themselves would not trust their oral health to anyone else.

Think of how performers are usually introduced, and how a good introduction sets the right expectations. In many cases, the only way a patient will know about a dentist's abilities and credentials is if someone tells them.

You don't need to make a dramatic production out of it, and in fact it shouldn't be just the doctor introduction where this expectation-setting occurs. You should find ways to do this naturally throughout the patient experience: during the tour, when introducing other team members, and as part of the treatment planning and case presentation process. Pretty much any time you are communicating with a patient about anything you should also be thinking about how you communicate value.

Keep in mind, too, that this doesn't just apply to a patient's first visit. Any time you have attended an important Spear Seminar or performed a noteworthy procedure, your patients should know about it. It will reinforce their belief that they are being treated by an extraordinary dentist, and that's a feeling that every patient likes to have.


Be first to post a comment