Power Point Presentation for Introduction to the Health Care Record
PowerPoint
®
Presentation for
Dental Office Management
Module:
Marketing to and Communicating with the Dental Patient
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
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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
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
2
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.
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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.
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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
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Part A: Relating to the Dental Patient
Focus
Patient Relations Policy
Manage Control
Welcoming the Patient
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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
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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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Recognizing the Distressed Patient
Anxiety
Phobia
Anger
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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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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.
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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.
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Nonverbal Communication
• Appearance
– Grooming
– Posture
– Attire
• Attitude & etiquette
– Courtesy
– Consideration
• Team portrait
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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?
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Key Elements of Marketing
Create a need
Demonstrate expertise
Offer convenience
Emphasize affordability
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Key Elements of Marketing
Demonstrate expertise
•Encourage
Americans to have regular dental care
•Increase awareness of cosmetic services
Offer convenience
Emphasize affordability
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
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Key Elements of Marketing
•Encourage
Americans to have regular dental care
•Increase awareness of cosmetic services
•Show ability to solve perceived problems
•Stress dentist’s specialized training
Emphasize affordability
Offer convenience
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
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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
•Offer expanded treatment days
•Offer extended hours
•Offer multiple locations
Emphasize affordability
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
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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.
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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.
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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.
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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
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Measuring Patient Satisfaction
• Part of internal marketing.
• Gauges existing services.
• Identifies new services.
• Uses a variety of survey tools.
– Telephone
– Face-to-face
– Focus groups
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Tracking Marketing Results
• Purpose:
– Analyze marketing campaign effectiveness
• Methods:
– Asking new patients
– Compiling list of new patients
– Looking for specific procedure trends
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Print Power
• Graphics:
– Practice logo
– Letterhead design
• Brochures
• Information packets
• Business cards
• Business letters
• Imprinted giveaways
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Print Materials
• Set a tone
• Communicate nonverbally
• Inform patients
• Educate patients
• Give a snapshot of the practice
• Generate referrals
Welcome to our
Dental
Practice
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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.
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