New patients are the lifeblood of a dental practice. If patients who leave the practice are not replaced, then the practice will suffer, production will decline, and long-term practice performance will not reach its potential. Second, new patients have much higher financial value to the practice, as we will discuss in this article. Third, new patients comprise a significant portion of doctor production. In many practices, it is as high as 40%. These three points alone explain why the new-patient process, the new-patient experience, and creating highly satisfied new patients are critical to the success of the practice.
A powerful new-patient experience
The key to an incredible new-patient experience (the success of which is directly proportional to case acceptance) is actually the first new-patient phone call. This call should be restructured to build value. Currently, when a new patient calls, most practices answer the phone, they are nice, get the necessary information, and get the patient scheduled. These are the basics, but do not build value.
Value is created by establishing the foundation of a relationship. Relationships are built on trust, and trust leads to case acceptance, which leads to increased production and profitability for the practice. Remember, new patients are a critical component of practice revenue and practice success. So, how do you create relationships and build value?
- Thank the new patient for calling and let them know that the practice enjoys having new patients. A script such as “Mrs. Jones, we are delighted that you called. We love meeting new patients” goes a long way toward creating that positive feeling and beginning of a relationship.
- Try to learn something personal about the new patient. It could be the reason they are calling, where they live, where they work, or who referred them. The minute you cross into personal information, you’re beginning to build a powerful relationship. This relationship-building concept will continue throughout the new-patient experience.
- Create a script to educate new patients about the practice. Include the number of years in practice, services offered, the training and depth of the dentist and team, etc. You want to instill confidence in the new patient that they have made the right choice by calling your office. If you can accomplish that, the chances of the new patient showing up for their appointment and accepting treatment increase dramatically.
- Prioritize the new patient’s convenience when scheduling their first appointment.
- End every call with an expression of gratitude. A simple script such as “Mrs. Jones, I am delighted that you called. Once again, my name is Mary. If you have any questions, please feel free to reach out to me. Thank you for calling, and we are looking forward to meeting you.” This is not the type of service most patients experience in other parts of their lives. It will stand out in their minds and position you as a confident, capable, and caring practice.
Overall, the new-patient phone call should be structured to be friendly, slightly longer, relationship-oriented, and welcoming. Think of the new-patient phone call as the first step in the new-patient experience that will set the stage for all other steps when the patient joins the practice.
Arrival at the practice
You want to be prepared for every new patient every day. The best thing you can do is to review each new patient in the morning meeting. Know who is coming in and when.
When a new patient comes to the front desk, the team should be prepared. Be ready to greet the new patient, welcome them to the practice, and if the team member who spoke to them on the new-patient call is available, that person should greet them. Make the new patient feel welcome as if they just came into your home. What do you do when a guest arrives at your home? You show them that you’re glad to see them, usually have a smile and a cheerful outlook, and even offer them something to drink (which is not a bad idea for a new patient in a dental practice).
When it’s time for the new patient to go back to the clinical area, they should be met by a dental assistant, introduced to the new patient by front desk staff. During this handoff, think of the new patient as an egg. You don’t want to drop it, you want to handle it very carefully. At each step, there’s an introduction. Front desk person to assistant, and then assistant to doctor (or hygienist). This is a way of showing the patient you are organized, efficient, on the ball, and that your practice is a great place to be a patient.
Enter, the dentist
When they are about to greet any patient, and especially a new patient, dentists should take a moment before they enter the treatment room. Stop at the door, take a deep breath, smile, and learn the name of the patient. When the dentist enters the treatment room to meet a new patient and begin the exam and diagnosis, the assistant should introduce the dentist to the patient. Now the dentist needs to build a personal relationship.
We recommend that every practice implements what we call the Golden 10. The Golden 10 is a method of getting to know a patient on a personal level. Once you learn seven, eight, nine, or 10 personal things about a new patient, you are already moving from professional relationship to personal. Your main goal is to make your patients your friends. Your friends will not leave you. Your friends will refer others. Your friends will accept treatment. Why? Because your friends trust you and people who trust you buy from you. It’s actually that simple.
For the first five or 10 minutes, spend time getting to know this new patient on a personal level. Just ask questions. Most people are thrilled to talk about themselves and share personal thoughts and feelings, especially with a dentist or other medical provider. In the rare case the person just doesn’t like to talk, ask a few questions and move forward. Otherwise, get to know the new patient. By taking an interest at this level, you are once again building value.
Then, during the new-patient exam, you have an opportunity to display expertise, skills, and knowledge by identifying potential treatment, sharing information, and making the patient feel comfortable.
Time to say goodbye
It is also important to give an enthusiastic goodbye to every new patient. The front desk person, assistant, and dentist should all let the patient know how delighted everyone is to have them in the practice. A script like this can be applied: “Mrs. Jones, it was a pleasure to see you today. We are always going to take excellent care of you, and if you ever need anything, just call our office. I’m looking forward to getting to know you better.” Any similar script will work, just keep it real and friendly and let the patient know that they were welcome, appreciated, and that you look forward to a long-term relationship.
Every patient will go back past the front desk for checkout and should be asked this standardized question. “Mrs. Jones, how was your visit today?” This shows the patient that you have incredible five-star customer service.
Summary
New patients are a critical component of practice financial and career success. They make up 40% of doctor production, which is a significant portion of practice revenue. The longer new patients stay, the larger the patient base, which directly correlates to increased practice production and profitability. The key is to build great relationships with new patients. Following the steps outlined in this article will virtually ensure that every new patient has a great experience, a desire to be in the practice, and ultimately accept recommended treatment.
Editor's note: This article originally appeared in DE Weekend, the newsletter that will elevate your Sunday mornings with practical and innovative practice management and clinical content from experts across the field. Subscribe here.
