1. PowerPoint® Presentation for Dental Office Management
Module:
Marketing to and Communicating with the Dental Patient
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.

2. Module: Marketing to and Communicating with the Dental Patient
Part A: Relating to the Dental Patient
Part B: Marketing to the Dental Patient
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.

3. Module: Marketing to and Communicating with the Dental Patient
Learning Objectives
1. Define the Key Terms.
2. Enumerate the goals of dental marketing.
3. Understand the scope of internal/external
communications.
4. Discuss the uses of printed communications.
5. Explain the importance of tracking.
6. Examine the uses of referral source analysis.
7. Demonstrate nonverbal communication.
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.

4. Module: Marketing to and Communicating with the Dental Patient
Learning Objectives
8. Dramatize techniques to diffuse patient anger.
9. Apply chairside marketing techniques.
10. Examine verbal/nonverbal communication.
11. Propose a communication makeover of a
fictional practice.
12. Create examples of printed communications.
13. Critique the pros and cons of dental marketing.
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.

5. Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
Key Terms
Amenities
Chairside marketing
Direct marketing
Event marketing
Focus group
Internal marketing
Logo
Marketing
Patient attributes
Patient profiles
Practice survey
Recall card
Referrals
Statement stuffers
Target mailings
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.

6. Part A: Relating to the Dental Patient
Patient Relations Policy
Focus
Manage
Control
Welcoming the Patient
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7. 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
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.

8. 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
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9. Recognizing the Distressed Patient
Anxiety
Phobia
Anger
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10. 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.
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11. 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.
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.

12. 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.
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.

13. Nonverbal Communication
Appearance
Grooming
Posture
Attire
Attitude & etiquette
Courtesy
Consideration
Team portrait
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.

14. 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?
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.

15. Key Elements of Marketing
Demonstrate
expertise
Create
a need
Emphasize
affordability
Offer
convenience
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.

16. Key Elements of Marketing
Demonstrate
expertise
Emphasize
affordability
Encourage
Americans to have
regular dental care
Increase awareness
of cosmetic services
Offer
convenience
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.

17. 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
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.

18. 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
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.

19. 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
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.

20. Marketing Infection Control
Create a need:
Raise awareness of the risk of disease transmission in the dental office.
Demonstrate expertise:
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.
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.

21. Creating a Marketing Plan
Set goals:
Study production figures to see opportunities.
Establish and define measurable goals.
Select audience:
Compile a list of patients with attributes that match marketing goals.
Select a medium to reach the target audience.
Establish a budget:
Use a percentage of total overhead expenses.
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.

22. 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
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23. 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
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24. Tracking Marketing Results
Purpose:
Analyze marketing campaign effectiveness
Methods:
Asking new patients
Compiling list of new patients
Looking for specific procedure trends
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.

25. Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
Print Power
Graphics:
Practice logo
Letterhead design
Brochures
Information packets
Business cards
Business letters
Imprinted giveaways
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.

26. Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
Print Materials
Welcome
to our
Dental
Practice
Set a tone
Communicate nonverbally
Inform patients
Educate patients
Give a snapshot of the practice
Generate referrals
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.

27. Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
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
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.