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

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

3. 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.

4. 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.

5. Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED. 5 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

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

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

8. 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

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

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

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

12. 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. 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.

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

14. 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?

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

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

17. Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED. 17 Key Elements of Marketing Offer convenience Offer convenience Emphasize affordability Emphasize affordability Show ability to solve perceived problems Stress dentist’s specialized training Show ability to solve perceived problems Stress dentist’s specialized training Encourage Americans to have regular dental care Increase awareness of cosmetic services Encourage Americans to have regular dental care Increase awareness of cosmetic services

18. Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED. 18 Key Elements of Marketing Offer expanded treatment days Offer extended hours Offer multiple locations Offer expanded treatment days Offer extended hours Offer multiple locations Emphasize affordability Emphasize affordability Show ability to solve perceived problems Stress dentist’s specialized training Show ability to solve perceived problems Stress dentist’s specialized training Encourage Americans to have regular dental care Increase awareness of cosmetic services Encourage Americans to have regular dental care Increase awareness of cosmetic services

19. Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED. 19 Key Elements of Marketing Offer expanded treatment days Offer extended hours Offer multiple locations Offer expanded treatment days Offer extended hours Offer multiple locations Make paying easy Offer payment plans Make paying easy Offer payment plans Show ability to solve perceived problems Stress dentist’s specialized training Show ability to solve perceived problems Stress dentist’s specialized training Encourage Americans to have regular dental care Increase awareness of cosmetic services Encourage Americans to have regular dental care Increase awareness of cosmetic services

20. 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.

21. 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.

22. 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: Internal External

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

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

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

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

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