Loyalty Can Sustain Your Practice
Is it possible to grow a practice's volume and profitability without increasing your existing patient base? You'd be surprised. Sure, it's always fulfilling to see new patients coming through the door — it provides a sense of progress but in today's economy it's become a rare occasion. Many of the dentists I consult with are unaware of the gold mine they're sitting on — current patients who already value their services. Increasing production is so often a matter of growing patient loyalty, and then reminding them regularly that you exist!
Identify Your Very Important Patients — VIPs
Then Actively Cultivate Their Loyalty! If your patient population is like most, 20% of patients account for upwards of 80% of your revenues and referrals. Keeping these VIPs happy and returning can sustain a practice.
TARGET VIPs with Special Gifts
VIPs can be those who continually promote your practice, through referrals. Two or three times a year, send each of them a personal gift (flowers or a plant, a book, tea) for no reason other than to thank them for their loyalty. Make sure the gift matches a personal interest or hobby. This doesn’t have to be expensive: it's the thought, not the money, that makes the impression.
The patient who's just enjoyed your quality dentistry has the greatest potential for additional value service or at least a referral. Loyalty promotions should immediately follow extensive procedures. How about a "Congratulations" for completing treatment?
Keeping Your Practice on Their Radar Screen
We are so inundated with messages and information these days that people forget faster than ever. Plus most Americans are looking for ways to cut expenses. That's why it's never been more important to have a consistent, ongoing internal marketing program — and a realistic idea of what it can and can't accomplish.
As an example, consider a quarterly newsletter to your entire patient base. What's the value? Assuredly, they will see your name and address every 90 days — not to mention positioning yourself as a dental and general health expert by providing relevant information. What's the reality? Chances are a quarter of them will toss it without reading a word. But there is one thing they will see and remember: YOUR NAME! And that connection will be made deep inside the brain: "Oh, yes ... my dentist ...."
Maybe half of your patients will read some of the newsletter. It might linger on the table for a while — sporting YOUR NAME. Maybe a quarter will read it cover to cover and be stimulated by it — even ask you questions about something they read or pass it on to a friend or family member.
But for 100% of your patient base you are getting in the face of your primary audience every 90 days and REMINDING THEM ONCE AGAIN that, if nothing else, you ... are ... their ... dentist. And it's time to make that call for an appointment.
The Intangible Benefits
Creating enhanced internal marketing is not only profitable — it's fulfilling. You're providing service to patients who know you, which means you don't have to start with an audition. Best of all, you're finding additional value in patients who already value 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. 