Transcript 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.
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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.
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Key Terms
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Amenities
Chairside marketing
Direct marketing
Event marketing
Focus group
Internal marketing
Logo
Marketing
Patient attributes
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Patient profiles
Practice survey
Recall card
Referrals
Statement stuffers
Target mailings
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Part A: Relating to the Dental Patient
Patient Relations Policy
Focus
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
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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
Phobia
Anxiety
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
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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
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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.
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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
Demonstrate
expertise
Create
a need
Offer
convenience
Emphasize
affordability
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Key Elements of Marketing
•Encourage
Americans to have
regular dental care
•Increase awareness
of cosmetic services
Demonstrate
expertise
Emphasize
affordability
Offer
convenience
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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
•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 expanded
treatment days
•Offer extended hours
•Offer multiple locations
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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
•Make paying easy
•Offer payment plans
•Offer expanded
treatment days
•Offer extended hours
•Offer multiple locations
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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.
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Internal versus External Marketing
• Strategies used
within the practice
to educate and
inform patients:
Internal
• Strategies to
educate the
general public
including potential
patients:
External
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Measuring Patient Satisfaction
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Part of internal marketing.
Gauges existing services.
Identifies new services.
Uses a variety of survey tools.
– Telephone
– Face-to-face
– Mail
– 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
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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
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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
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