Grow The Line That Leads to Your Practice
The New Patient Welcome Packet
What’s thinner than dental floss—and infinitely more fragile? It’s the imaginary thread of desire that motivates any new patient to book an appointment and see you. Virtually every thought or emotion conspires to break that thread!
Consider these pre-appointment misgivings, typical for many people:
- I should be going back to my old dentist—he wasn’t great, but I knew him. Why am I changing?
- I should have gone to Jeanine’s dentist—she says her dentist is gentle.
- I have too many things to do today—I’ll just cancel my appointment.
- I hate going to the dentist, I'll just skip going to that new guy.
Now imagine this: Your new patient may have had these same doubts, but receives your colorful, professional New Patient packet the day after they called to make the first appointment. There’s a brochure, an appointment card, health history, even a welcome letter—plus a complimentary copy of your newsletter. Effectively, each piece responds to a different unasked question, building confidence and commitment on the spot!
How the components work together:
The Welcome Letter is a conversational greeting between you and your new patient—the equivalent of eye contact and a handshake.
The Welcome Brochure introduces you and your office philosophy. It outlines your clinical credibility, maps your location, lists your services. And, most important, answers the unasked questions: Will you understand my fears? Do you sterilize things to protect me? How do you handle an emergency?
The Appointment Card confirms date and time—subconsciously strengthening resolve to keep the appointment.
The Health History lets them know information must been gathered before you can provide treatment.
Your Practice Newsletter demonstrates your commitment to informative communication with every patient.
In a recent survey of hundreds of typical dental patients we found out what they like (and don’t) about dentist practices. The key discovery: They all have reservations—and questions they’re too embarrassed to ask.
The Welcome Brochure answers them automatically—before the very first appointment! The way is paved, and that tenuous connection between you and the first-time patient grows to a positive commitment.
Here are some guidelines to insure your new patient will be impressed:
Make sure your brochure isn’t over-loaded with copy, printed on flimsy paper, or copy machine duplicated—anything that implies less than professionalism.
What makes for a great practice brochure:
- Substantial feeling paper, prime paper stock—at least 80# cover weight.
- Print in at least two inks. (Two colors increase eye tracking by 13%.)
- Topics to address: Welcome/philosophy statement, infection control, fears, dental emergencies, and services—also a map or directions to your office.
- Avoid: Office hours, staff or associate names or photos, insurance rules, fees, technical jargon. These subjects need to be addressed after your new patient has the first visit and a chance to know you.
In these pages you'll discover how to improve on what you're doing right and how to avoid marketing traps—set yourself apart from the competition—target the patients you want most—deal with those inevitable changes outside your control, and affect the positive changes you desire. 