Getting Beyond the Initial Appointment
How to create long-term patients

Kristen Bryant

Kristen has over 14 years experience in dentistry as a financial coordinator, office administrator, and marketing consultant. Since 1991, she has worked as a practice management consultant for Futuredontics, Inc. Kristen has been a featured speaker at numerous seminars and has consulted in over 850 dental offices on the most effective techniques for converting media-generated referrals into satisfied patients of record

According to the ADA, the majority of adults in the U.S. do not visit their dentist on a regular basis. This shows us that most people are not committed to their dental care. Unfortunately, dentistry is not usually a high priority and for many, it has little value - these people are "avoiders." When they do visit the dentist, it is usually for one specific problem, a chief complaint that has prompted them to make that dreaded call. Helping them to realize the condition of their entire mouth and to see value in continuing dental care takes time and planning. Every member of the dental team needs to take part in helping patients modify their "avoider" behavior and turn them into "preventers."

It is also important to note that people who respond to your advertising and marketing are typically impulse callers. It is imperative that you capitalize on that impulse without completely satisfying it, both on the phone and during the first visit. How that initial appointment is scheduled, and what is done during the first visit, will affect the desire and commitment to return to your office.

1. Emergency Patients: The first visit should be scheduled for "emergency care" only with an emphasis placed on the importance of the patient coming back for a permanent restoration. What usually happens otherwise is once the pain (the priority) is gone, so, often, is the patient. Handling emergencies in this manner is likely to result in only 20% of emergency patients returning for continuing care. That's not beneficial to the patient or the practice. You must give them a reason to come back, such as the need to complete the temporary emergency treatment. Create this urgency by telling the patient, "This is only temporary. I need to see you back in a few days to complete treatment on this tooth so it doesn't continue to worsen." You can then schedule the patient back into the office within a couple of days for continued treatment and a complete exam.
   
   
2. New Patient Exams: Be careful not to overwhelm the avoider with a complete diagnosis and presentation on the first visit. This is a sure way to scare off the patient, creating "buyer's remorse" and possible cancellations or no-shows for second appointments. Schedule a separate consultation appointment within a few days of the first visit exam to review all of the doctor's findings and discuss financial arrangements.
   
   
3. X-rays: Patients are more committed to a practice where their complete x-rays are taken. Many times a patient comes in with a complaint and only one or two x-rays are taken of the problem area. With complete x-rays, the doctor is able to better communicate other problems that might exist and to explain why the patient needs to return. Take complete x-rays, but only diagnose the chief complaint on the first visit. Concentrate on their immediate concern - again, don't overwhelm them. The dentist should say, "I would like to take the next few days to study your x-rays, and then I want to see you again to discuss my findings." The patient will leave feeling well cared for and more importantly, will be waiting to hear the results of the x-rays. Good or bad, people want to know their results.

You have the opportunity to create value and a sense of urgency to help the patient return for the next appointment. What the doctor says at the conclusion of the first visit has a profound impact on the patient's commitment. The following has been very successful: "Mrs. Jones, I need to see you back within a few days," or "I want to see you back as soon as Mary can put you in my schedule." When the doctor expresses concern and the importance of the next visit, the patient will then go to the front desk and say, "The doctor wants to see me back right away." The level of commitment has been increased.

Beyond the clinical reasons for returning are the emotional ones. It is said that most decisions are made emotionally rather than rationalized intellectually. If the patient has an exceptional experience in your office - filled with care, concern, empathy and enthusiasm - it is far easier for them to return for additional care. They feel a sense of belonging in an office that has gone above and beyond to take care of them. When we become familiar with our patients and they with us, they are more comfortable returning.

An excellent way to increase the perceived value for your services is to provide exceptional customer service. It is easy to do, but requires effort on the part of everyone on your team. Smiles throughout the practice and familiarity with names are two of the basic steps toward providing that unforgettable new patient experience.

I also recommend that doctors call each day's new patients that evening. A thirty-second phone call can make a lifetime impression. Keep it short and sweet: "Mrs. Jones, I am calling to see how well you are doing." This implies that you assume she is doing just fine and you are simply calling to make sure. Another phrase you can use is, "Just calling to let you know how much I enjoyed meeting you today, and to welcome you to our practice." This finishing touch creates a personalized experience for your new patients which in turn makes them feel confident about their choice and instills in them a greater sense for trust in future visits.

Help your patients see the tremendous value in your service by offering excellent customer care and thorough presentation. This ensures a more committed patient who will also enthusiastically refer others to your practice.