Office improvements enhance the quality of work life for you and your staff. Technological advancements like intra-oral cameras are gadget-y, fun to use and impressive in patient consults. If that's all you want from your investment, no need to read further. But, if you'd like your investments to generate revenue, press on.

You've obviously bought into the philosophy that it takes money to make money. And it's easy enough to spend, isn't it? In fact, when you decided to make your most recent purchase you probably chose from a "wish list" of items you want for your practice. So you look for payback to measure the validity of your decision.

This really isn't rocket science. In fact, just two basic moves will boomerang your expenditures into earnings. First of all (and most obvious), if your new addition is technological in nature, become immediately proficient with its operation. Be sure your staff is fully trained to use the new equipment efficiently and effectively, and climb that learning curve as fast as humanly possible. You want this investment to work for you -- so be sure everyone knows how it works.

Implement the required training yesterday. Strike while the iron is hot and while your staff is still as excited as you are. Understand that time works against a sale and, initially, you're selling your staff on accepting new technology. Change is difficult for most people so forge ahead with compassion, focus and most importantly, a time table.

Build protocols to ensure the new technology is incorporated into your daily routine. Determine how to measure effective utilization and be sure you know that it's being used. Too many dentists make sizable investments that ultimately become extremely expensive door stops.

Get The Word Out

Strategizing and incorporating your office improvement or new technology into the practice is Job One. At the same time you'll want to initiate Phase Two of your plan. To ensure its success you must tell people about your investment. Patients and prospective patients must know what you're doing and why you're doing it in terms that benefit them.

For example, if you have a satellite office, it's for your patients' convenience, so they can choose the location that's closest to where they live or work. If you're renovating your present office or moving to a new facility it's to expedite office visits and ensure comfort, safety and convenience while they're in your care.

As a general dentist, you're on your own in terms of generating new patients. Improving the look, feel and efficiency of your practice will always pay dividends if you're savvy enough to position every advancement as a benefit to patients and prospective patients. Dentists who are willing to part with substantial amounts of cash to enhance their work and maintain a technological edge typically understand the importance of translating those investments into marketing strategies.

So Which Strategy is Right for You?

Any dentist who's been around the block more than once knows the many options available for "internal" and "external" marketing. Before deciding which way you want to go, check your marketing I.Q. For example, studies show that if you're doing things right in your practice, more than half of all new patients come from word of mouth. For many dentists, that number is often closer to 80 or 90%.

We know too that seven of the top ten criteria used to choose a dentist have nothing to do with your dental skills. Those seven criteria are completely subjective. They're based on how people feel about you, or more accurately, how they feel they're treated by your practice.

Translation . . . if 80 to 90% of new patients are referred by existing patients and if patients choose you not because you're a technological Hot Shot but because you and your staff are caring and considerate, then internal marketing is the obvious answer to your question about how to build your practice.

The good news is that internal marketing generally costs considerably less than external marketing. While some truly innovative external marketing programs such as 1-800-DENTIST are extremely productive in terms of locating and attracting new patients, most are not.

The problem with conventional external programs is two-fold: a very low return on your investment and when your investment stops, all communication stops. External marketing can be expensive and it lasts only as long as your money does.

In addition, dentists must be sensitive to creating a tasteful, professional image. When dental advertising looks or feels too commercial it can alienate patients. (That's not what you had in mind, is it?)

Internal marketing builds relationships with existing patients as well as prospects. So, if you agree that more than half of new patients come from word of mouth and strengthening your referral base is a priority, then internal marketing is for you.

Internal Marketing Options

You may be shocked by marketing studies that indicate the average patient in your practice can't name three services you offer. If people don't know what you do, if they're uninformed about dental issues and options, it's logical to assume they aren't even utilizing your services for themselves or their family . . . much less referring as well as they could.

In other words, what we have here is a significant information gap. The studies are conclusive -- John Q. Public thinks you "fill, drill and bill" and that's all! If you want to develop patient awareness regarding cosmetic procedures like tooth whitening, bonding and veneers or restorative dentistry including crown and bridge or dental implants, the onus is on you to educate, demystify and generally shine a little light into that dental darkness.

We also know that prospective dental patients have two common fears: It's either going to cost too much or hurt too much. It's your job to volunteer information about comfortable dentistry that's also affordable. Keep in mind, the biggest obstacle to your success lies in the simple fact that most people don't know what you do.

The issue grows even more complex because patient education isn't the only concern. Now that you're willing to communicate, remember that the medium through which you communicate is a important as the message itself. Whatever channel you choose, it must be professional, low-key and appropriate. You'll want to be subtle, tasteful and position your practice and your services in a way that impresses (so it doesn't alienate) your referring patients.

Does this dilemma sound overwhelming? It might. Are we talking Mission Impossible? Absolutely not! In fact, the best solution is easy if you simply use common sense. Again, let's explore the options.

Possible communication vehicles include office brochures, dental literature and newsletters. All are viable options. The upside is the potential for increased patient communication. One downside to the newsletter and the brochure may be that Americans are so inundated with reading material and so short on time, brochures and newsletters may be appreciated but unread.

A Unique Solution

Over the last decade innovative dentists have learned that wasted telephone "hold time" can become productive time when used to tell patients and prospective patients about you, your staff and your services. When designed appropriately with consideration, caring and genuine concern, on-hold messages are well received. In fact, the number one comment from callers is, "When we're finished talking, would you put me back on-hold? I'd like to hear more." That's a shock and a delight for any receptionist and proof that on-hold messages work.

Here's why: According to AT&T, the number one complaint in the United States about phone systems is busy signals. The number two complaint is silence on-hold because people feel ignored. Old phone systems used to click, click, click so at least you cold tell you were still on-hold. New systems are so quiet that many people think they've been disconnected. And that's irritating.

Since silence on hold is obviously not the way to fly, some dentists consider filling the dead time with a radio station or CDs. The first problem is that this fix isn't legal. But a more pressing issue was established by Sales and Marketing Management Magazine. They asked their readers this question, "When you're on-hold what do you want to hear?" A whopping 88% said they preferred information to music. The rationale was simple -- they're calling for information so that's what they want.

Many people won't agree with your taste in music and no one is calling your practice for pizza pies, speed reading courses or new tires. Radio stations are often annoying at best and down right embarrassing when they're static-y, tacky or blaring something inappropriate.

According to the SMMM survey, 15 to 20% of people who hear on-hold messages do something positive with the information they're given. Think about that. External marketing, done well and repeatedly, promises a 2 to 3% response rate. Yet on-hold messages, delivered appropriately, can yield a 15 to 20% response. Why? It's because you're preaching to the choir. People who call your office already have some proclivity toward you and your practice.

When callers are considering a dental procedure for which they'll pay out of their own pocket, they shop. They may call you and a couple of other practices. The reality is that based on how the initial conversation goes, they'll schedule a consultation with someone. (Which is awfully close to choosing your dentist on the phone -- yikes!) That's why you want to do everything possible during that first conversation to create an impression that sets you apart from anyone else they call.

Consider this fact as well: According to the American Society of Plastic and Reconstructive Surgeons, by the time a prospective patient comes to you for a consultation, you have an 85 to 90 percent chance of conversion. An on-hold system's job then is to help a prospect decide to walk through your door rather than going somewhere else. Especially since by the time they get to the consult they're as good as "sold." When you consider these factors, it's easy to see why on-hold messages can be the most effective internal marketing available today.

What to Look For

You could literally spend the next six months locating and evaluating on-hold companies. But, if you're like most Americans, time is your most precious resource and no one has enough. So here is a list of points to consider when researching an on-hold system for your practice.

• Companies that cater to commercial businesses are not for you. Stay away from any system whose name includes words like "commercials" or "promotions" or anything that would indicate a "sold on hold" mentality. That's not the feeling you're trying to engender. You don't want patients feeling like they just called a car dealer when they reach your office.
• Small, local companies are almost always generic with a commercial orientation. Avoid "mom and pop" shops, franchises or any company with just a few employees. The creation of effective on-hold messages requires many different talents and a division of labor is essential. Very small companies are more likely to join the ranks of "here today, gone tomorrow."
• Another red flag is "generic messages." Consider only a company who will write messages that sound like you. Generic messages create an impression that's impersonal, like a dental "clinic" and that perception isn't good for business. Even if you're offered a lot of messages, quantity can never substitute for personal, custom-written messages that communicate warmth, concern and genuine caring. Remember, seven of the ten criteria patients use to choose you are based on how they feel you treat them. You're practice must feel personal.
• It's always prudent to work with people you know. Choose a company you've seen at dental meetings over the years. Too many dentists get "stuck" with items bought from companies who are no longer in business. While there are no guarantees, history is always the best indictor of future performance. Know the track record of those with whom you do business.
• Be sure the company you choose has a substantial and long-term dental client base. (Practice makes perfect.) You want a company that understands the nuances of a dental practice. That will protect you from sounding too commercial or generic. You don't want to risk alienating referring patients. Check dental references and be sure there are hundreds of them.
• Ask colleagues and referring practices who they recommend. Be sure their messages sound professional and appropriate before you ask.
• Avoid tape and CD based playback equipment. Any system that has moving parts can't stand up under the strain of continuous play. A computer based system is expensive and it's overkill! Digital Technology is the only viable option.
• Not all Digital systems are created equal. Digital technology has been around long enough that the major telecommunications periodicals have had time to evaluate and rate performance. Be sure to ask if the Digital system you're considering has won any technology awards.
• Six-minutes of playback is the industry standard. Three and four minute memories are too short, callers will be irritated by too much repetition. Anything over six minutes is overkill and is probably CD or computer, not digital.
• The company you choose must have writers on-staff, not freelance writers. On-staff writers keep up to date with changes in dentistry, like lasers, air abrasion, inlays and onlays. Freelancers work on all types of projects simultaneously and can't develop the expertise and understanding you'll require to achieve the subtlety that will ensure your success.
• Don't tell yourself you'll write your own messages. Look for a company who can do the job for you. You don't have enough time to do everything as it is. Why add one more project to the pile, especially a project for which you have no real training? Let professionals do the work or it probably won't get done.

Internal marketing is essential to any successful dental practice. Most patients come from referrals so you want to cater to existing as well as prospective patients. On-hold messages reach a targeted audience (your referral base) in a cost-effective way and can therefore reap substantial rewards for your practice. Patients learn more about you and your practice and are impressed by your attention to detail and your level of caring.