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Adding Value and Production to Your PracticeWithout (Necessarily) Adding More Patients!
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 and achievement. But so 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!
Where we're located, in California's Sonoma County, the growing of grapes and the marketing of wine is a Great Big Deal. The buzz in the wineries is always to get more Americans to appreciate wine. That's not easy. But did you know that less than 10% of the population purchases more than 88% of all wine sold? That's a critical core consumer group. And you find it mirrored again and again in other industries and enterprises. Even dentistry. No—especially dentistry.
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. Keeping these VIPs happy and returning can sustain a practice.
Keeping Your Practice On The Radar Screen
We are so inundated with messages and information these days that people forget faster than ever. 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. 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 desks 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.
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.
How effective is this strategy? I'd compare it to a political campaign. Weeks before an election, banners and signs sprout up everywhere. Why is this done? How could a sign reading ROSS FOR GOVERNOR—absent of any information about Ross or what his position is—motivate anyone to vote for ROSS? It's the accumulative effect of these reminders on individual memories. It translates to: "Ross ... yes ... I've heard of him ... for Governor ... yes ... a good choice."
That, in a nutshell, is the effect a sustained marketing effort can have on growing the productivity of your existing patient base.
Other Loyalty-Building Opportunities:
• USE the VIP's services!
Does your VIP run a dry cleaners, manage a coffee shop, own a local beauty salon? PATRONIZE IT, even if it's not the best deal in town. A reciprocal relationship rewards you with patient loyalty.
• SEND cards for all seasons!
Not just birthday cards, but every key event—especially "family" occasions like new baby, graduation and wedding.
• REWARD extra loyalty with extra service
Develop a "Charter Patient" Rewards program. After, say, five years' worth of twice-a-year hygiene appointments kept, offer one recare cleaning annually at no charge. After ten years, two cleanings at no charge. The cost is low, the impression on the patient great, and regular hygiene appointments provide that all-important opportunity to examine for additional needed procedures.
• TARGET "advocates" with special gifts
"Advocates" are 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). 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.
A Matter of Timing
"Strike when the iron's hot" is really a marketing slogan disguised as the Old Blacksmith's Motto. In every form of commerce or service it's a proven fact that the most recent, largest consumers are also the greatest targets for additional or new services. The practice of dentistry is no exception.
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.
The Intangible Benefits
Creating enhanced long term value 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.
