Dental Practice Marketing & Management PDF

PRACTICE BUILDING: PART 3: MARKETING THE DENTAL PRACTICE BRAND EXPOSURE name needs to be expose or known by everyone Marketing Techniques used for building & maintaining the patient base of a dental practice INTERNAL MARKETING: Used within the practice to keep established and new patients active and...

PRACTICE BUILDING: PART 3: MARKETING THE DENTAL PRACTICE BRAND EXPOSURE name needs to be expose or known by everyone Marketing Techniques used for building & maintaining the patient base of a dental practice INTERNAL MARKETING: Used within the practice to keep established and new patients active and to motivate them to become enthusiastic referral sources. EXTERNAL MARKETING: Used to attract people outside the patient base into the practice. INTERNAL MARKETING Patient-centered: Patient needs and concerns in mind Very friendly and warm to patients: Personal touch Turn on method or technique which attracts new patients and at the same time retain the original ones The foundation of any practice being program covering a wide range of activities involving the dentist and personnel to short courses program Communication skills: Explain and discuss procedures to patient MARKETING ACTIVITIES WHICH RELATE THE SELLER TO THE BUYER Dentist must identify the patient needs Product Development: New materials Pricing: Affordable and Value Oriented Distribution: Activity which help dentist serve more patient Promotions: Signboard, Calling Cards TRENDS THAT DENTIST MUST RECOGNISE TO IMPLEMENT AN INTERNAL PROGRAM: INTERNAL MARKETING Self-Help Improvement Team-up with patients to help them improve their oral health thru their own efforts 2. High-Tech or High-Touch Trend Stressing personal service and a caring attitude in addition to latest dental technology 3. Information-based Society Providing accurate information on dental health to patients 4. Patient-education about oral health 1. PATIENTS PERCEPTION: “In marketing, perception is reality.” Perception - how the person sees you 1. 2. Patient's perception of quality may be different from their dentist’s perception. Dentists must respond to the needs & perceptions of patients. Quality to patients may be reflected in the: Cleanliness of the office Professionalism of the dentist & steff and willingness of the dentist to discuss their oral health problem DENTAL OFFICE PERSONNEL MANAGEMENT Most vital ingredient in any practice-building program Most important asset No dentist can build his practice without the support of his staff It is indispensable to utilized auxiliary personnel for quantitative and qualitative dental service Dental assistant secretary - receptionist Dental hygienist Private dental technicians ○ ○ ○ Reasons why dentists hire dental auxiliaries Save the dentist from doing non-dental functions and therefore can concentrate on dental procedures Give the dentist more time in financial management aspect of the dental practice Generate gainful employment to others Chairside Assistant Direct assistance to the dentist while the latter is performing treatment Cleanliness and neatness of the operatories Familiarity with the general responsibilities of the receptionist, who under her direction, performs business office chores appropriately to achieve smooth and efficient functioning of the office - “Right hand” guy Receptionist To coordinate all in the office for efficient scheduling of patients to good record keeping Familiarity with operatory procedures, capable of ably assisting in operatory procedure in the absence of the dental assistant Dental Hygienist Pursuant to Republic Act No. 768 (Dental Hygienist Law) enacted June 20, 1952, a dental hygienist is understood as one working under the supervision of a duly registered dentist, duties include Dental prophylaxis, patient education, routine application of fluoride to patients, record case histories, chart conditions of the oral cavity, administer local anesthetics ○ Dental Technician Dental technicians are engaged in the mechanical construction of artificial dentures and other oral devices as long as none of such procedures are done inside the mouth of the patient LEGAL REQUIREMENTS RELEVANT TO EMPLOYEES Provide compensation (Monthly salary, itemized salary deductions, commissions) Provide SSS coverage (mandatory) Provide Medicare Provide 13th month pay Provide Christmas bonus Provide incentives and fringe benefits Free uniforms, accident insurance, vacation leave with pay, paid continuing education courses, retirement program, salary increases, free lunch and snacks ○ PRACTICE BUILDING: PART 4: THE DENTIST-PATIENT RELATIONSHIP "A relationship-driven practice is the most important element from the core elements of practice building." -Gary Takacs THE IMPACT OF FIRST IMPRESSIONS ON PATIENT ACQUISITION AND REVENUE If a new patient does not like what he sees, feels, hears or even smells, the dentist may never get the chance to demonstrate his excellent clinical skills. First impression of patients in the office will determine their opinion of the dentist before they even meet him. People often form strong opinions about others based on the initial contact and their environment. PERSONALITY MATTERS 1. PROPER ATTIRE & GROOMING Should be neatly dressed, clean cut and conservatively dressed. 2. APPEARANCE: Taking care of appearance shows respect If perfume is worn, this should not be applied in excess Fingernails should be clean 3. BODY LANGUAGE On meeting the patient, the candidate should give a firm hand-shake, make (and then maintain) eye contact and smile. DO YOU KNOW THE LIFETIME VALUE OF A NEW DENTAL PATIENT? Practice takes on "personalities" of their own and this personality should coincide with the general characteristics of the patient base. Most successful practices determine first the type of patients they want to treat then create an overall environment that appeals to this type of patient. Profile a community by ordering a demographic study within a specified radius of the dental office. Determine basic characteristics of the surrounding community. Profiling both the community and active patients can be a good aid when developing an effective internal marketing program. COMMUNICATION The art of sharing an idea, thought, or knowledge with 2 parties involved, a sender and a receiver creating a 2-way exchange Oral, written, visual, tactile Every professional must strive to improve his/her communication skills, a factor that will determine how the dentist is received as a professional. ○ plan what you have to say ○ use simple language ○ listen to your audience and respond discreetly ○ use non-verbal language of communications (actions, facial expressions) ○ maintain confidence (practice regularly) Tools of Communication Telephone Books or reading materials Letters (new patient welcome letter, referral letter, post treatment letter, letters to children) Internet Website (Web Designing) CASE PRESENTATION Total summary of everything you already know and conveying it to recipient which is your patient Objective: let patient agree to what you're about to say Sound diagnosis > unquestionable treatment plan CONTINUING EDUCATION One can strengthen the ability to improve the standard of care that his/her patient require Fitted to the patient’s needs CLINICAL JUDGEMENT Result of the sum total of education, the immediate problems to be solved, consideration of all factors relevant to the problem, individual experience and individual ability. PATIENT PERSONALITY PROFILE Dentist and staff must educate the patient about his/her individual oral health needs and must motivate that person to accept and pay for needed treatment Pay attention to the personality traits of the patient as soon as the patient enters the clinic Tailor the case presentation to the individual needs and expectations of the patient. ISSUES ON BUILDING CASE PRESENTATIONS 1. Professional Disagreements or Opinions Professionals may develop different treatment plans for the same patient that their opinions may be different. Difference of opinion should be supported by good reasons thoroughly explained to the patient who decides on his own case. Never afford credence in the remarks of an anonymous dentist criticizing your work and taken negatively by the disgruntled client. 1. Disagreeable Patients If the character of the patient is offensively disagreeable, the dentist is morally obliged to ask the patient to politely seek dental care elsewhere, at the same time offering cooperation to transmit patient history and record to another practitioner. EXTERNAL MARKETING - A way of promoting or advertising your profession using various types of media like magazines, newspapers, television, billboards to get your message across WAYS TO IMPLEMENT A SUCCESSFUL DENTAL CAMPAIGN GOAL SETTING “What do I want to accomplish” - Me “How to expand my dental services?” RESEARCH: Gather data on your market (age, group, sex, frequency of visit to dentist) thru charts of patients Look at your surrounding community Who would you like to attract? Segment of the population which you want to interest in your services Analyze your colleagues (strengths and weaknesses) Find out your unique qualities “Essence of competition is differentiation - “Providing something different and providing it better than your competitor” If you can find out not only what makes people come to you, but what keeps them coming back, you can feature that in your advertising campaign Subtle ways a dentist can advertise without cost: Accept speaking engagements given by socio-civic organizations Attend social functions Accept interviews and talk show invitation