Internal Marketing

Marketing your dental practice? Before you begin a major external marketing campaign, which will require time and money to put into place, we here at CTC National recommend looking at your internal marketing first. Not only will improving your internal marketing be less expensive, it will also be the most effective option. While external marketing takes place outside of the office (website design, postcards, mailers, signage, etc.), internal marketing takes place inside the walls of your dental practice. Improving your internal marketing means committing yourself and your staff to providing exceptional patient experience, increasing the likelihood that your patients will recommend you to family and friends.

Focus On Interpersonal Relations

One of the first things you need to consider is how your staff interacts with patients. Successful internal marketing is reliant upon your staff members bonding with and providing excellent customer service to your patients. Ask yourself the following questions about your staff:

• How are patients greeted at your office?
• How is the telephone answered?
• How often does your team ask if the patient needs anything, or if he or she is comfortable during the procedure?
• How do your hygienists educate and relate to patients?
• How does the front office staff interact with patients during check-in and scheduling?
• How are new patients treated during initial consultations?

If you have concerns about any of the above areas, your team may need additional training in interpersonal relations. CTC National offers many dental office training courses for your staff, all of which can improve the experiences your patients have in your office. Patient satisfaction is vital to your practice, especially if you’re looking for referrals.

Asking Dental Patients For Referrals

Many dentists find asking for referrals to be awkward or uncomfortable, but it doesn’t need to be. If your dental practice is providing quality dental care and positive patient experiences, your patients will be much more comfortable referring your office to family and friends. Asking each patient for a referral as they leave may be ineffective, but there are a few ways to do it right. Some strategies include:

• Providing an opportunity to suggest a referral. For example, if your patient has just commented on the friendliness of your staff or how well a procedure went, take this opportunity to thank them and ask if they’d like to refer their family and friends to your office.
• Call your patients a few hours after their procedure to check on them. Not only will this go a long way towards building confidence and trust, it can also be an opportunity to remind your patients that you’d be grateful for a referral.
• Offer a referral incentive. For example, if a patient refers three friends who then make and keep appointments at your office, they’ll receive a gift card to a restaurant or a free cleaning at your office.
• Include a referral card in your patient take-home bags. Many dentists include travel sized toothpaste, floss, or a toothbrush in the take-home bags, but you may want to consider printing and including some referrals cards in the bags as well.

If you’d like to talk more about patient satisfaction, or if you’re interested in signing up for a training course through CTC National, please don’t hesitate to give us a call. Your success is our success!