1. Economic activity in the health care sector and in dentistry

2. Part A: Relating to the Dental Patient

3. Patient Relations Policy
Focus on the patient
Break the ice
Problem solve
Manage patient flow
Greet
Seat in chair
Arrange for further followup
Control the patient’s environment
Ensure comfort and security

4. Introducing a Patient to the Practice
Prior to first appointment
First time in office
Reception area amenities
Accommodating children
Assisting with forms
Introducing the dental team
Touring the office
Posting dental patient rights

5. Recognizing the Distressed Patient
Anxiety
Phobia
Anger

6. Helping the Anxious Patient
Show willingness to help calm worries over pain, loss of autonomy, cost, or other concerns.
Let the patient know that these concerns are normal and understandable.

7. Helping the Phobic Patient
Recognize that phobia is more than anxiety.
Speak to the dentist about pre-medication.
Suggest behavior modification.
Involve the phobic patient’s therapist or other supports.
Schedule appointment to lessen stressors.

8. Helping the Angry Patient
Don’t delegate the angry patient to anyone else.
Allow the patient to vent the angry feelings.
Actively listen –– don’t lead or second guess.
Speak in a calm voice and slow your breathing.
Use the words feel, felt, found.
Avoid the urge to argue.

9. Nonverbal Communication
Appearance
Grooming
Posture
Attire
Attitude & etiquette
Courtesy
Consideration
Team portrait

10. Part B: Marketing to the Dental Patient
What is marketing?
Why is it necessary?
How is it done?
Who does it?
When should a practice market?
Is marketing the same as advertising?

11. Key Elements of Marketing
Demonstrate
expertise
Create
a need
Emphasize
affordability
Offer
convenience

12. Key Elements of Marketing
Demonstrate
expertise
Emphasize
affordability
Encourage
Americans to have
regular dental care
Increase awareness
of cosmetic services
Offer
convenience

13. Key Elements of Marketing
Show ability to solve
perceived problems
Stress dentist’s
specialized training
Emphasize
affordability
Encourage
Americans to have
regular dental care
Increase awareness
of cosmetic services
Offer
convenience

14. Key Elements of Marketing
Show ability to solve
perceived problems
Stress dentist’s
specialized training
Emphasize
affordability
Encourage
Americans to have
regular dental care
Increase awareness
of cosmetic services
Offer expanded
treatment days
Offer extended hours
Offer multiple locations

15. Key Elements of Marketing
Show ability to solve
perceived problems
Stress dentist’s
specialized training
Encourage
Americans to have
regular dental care
Increase awareness
of cosmetic services
Make paying easy
Offer payment plans
Offer expanded
treatment days
Offer extended hours
Offer multiple locations

16. Marketing Infection Control
Raise awareness of the risk of disease transmission in the dental office.
Create a need:
Show the measures the dental office takes to protect patients.
Explain infection control to the patient at the front desk and chairside.
In wall signs, statement stuffers, printed materials, and on the office Web site.
Demonstrate expertise:

17. Creating a Marketing Plan
Study production figures to see opportunities.
Establish and define measurable goals.
Set goals:
Compile a list of patients with attributes that match marketing goals.
Select a medium to reach the target audience.
Select audience:
Use a percentage of total overhead expenses.
Establish a budget:

18. Internal versus External Marketing
Strategies used within the practice to educate and inform patients:
Strategies to educate the general public including potential patients:
External
Internal

19. Measuring Patient Satisfaction
Part of internal marketing.
Gauges existing services.
Identifies new services.
Uses a variety of survey tools.
Telephone
Face-to-face
Mail
Focus groups

20. Tracking Marketing Results
Analyze marketing campaign effectiveness
Purpose:
Asking new patients
Compiling list of new patients
Looking for specific procedure trends
Methods:

21. Print Power Graphics: Brochures Information packets Business cards
Practice logo
Letterhead design
Brochures
Information packets
Business cards
Business letters
Imprinted giveaways

22. Print Materials Set a tone Welcome Communicate nonverbally to our
Dental
Practice
Set a tone
Communicate nonverbally
Inform patients
Educate patients
Give a snapshot of the practice
Generate referrals

23. Summary of Module Key Terms Communicating with dental team members
Relating safety information to the team
Relating and communicating with patients
Helping distressed patients
Marketing the dental practice
Tracking marketing plans for results
Marketing infection control to patients
Using print materials in the dental practice

24. International Dental Health Care
Dental Diseases
Historical Perspective
Demographics and the Dental Hygienist
Global Education of the Dental Hygienist
The Role of the Dental Hygienist
Access to Care in Other Countries

25. International Dental Health Care, Continued
Dental Public Health Programs and Campaigns
Oral Health Policies
Lobbying Groups
International Dental Organizations

26. International Overview
Related Dental Professionals
Regulation of Dental Hygienists
Independent Practice
Portability of Licensure
Future of Dental Hygiene

27. Issues in the United States
Preceptorship/Alternative Education
On-the-Job Training for Supragingival Scaling
Restrictive Supervision Laws Affecting Access to Care
Advanced Dental Hygiene Practitioner

28. State Governments
Legislative
Executive
Judicial

29. Major Bodies of Law Common Law Statutory Law Constitutional Law
Administrative Law

30. Laws Pertaining to Dental Hygiene
State Dental Hygiene Practice Act, sometimes referred to as the statute
Supervision Status

31. State Dental Board Administrative Law
Governs Dental Hygienists and the Practice of Dental Hygiene
Rules and Regulations
Self-Regulation

32. Supervision Types Unsupervised Independent Practice
Collaborative Practice
General Supervision
Indirect Supervision
Direct Supervision

33. International Overview
Related Dental Professionals
Regulation of Dental Hygienists
Independent Practice
Portability of Licensure
Future of Dental Hygiene