May 13, 2016
by Kahaliah Richards
The traditional model of “dental customer care” has been in place for a long time, and it has seen little real change.
It goes like this: modernize the dental office, promote expensive surgical procedures (e.g. implants and smile makeovers), put up a website and perhaps a Facebook page telling the world what services you provide.
And then firmly focus on “transactions”.
But now, the market’s changed, with more user pay by an older population on fixed incomes, skinnier appointment schedules, rising customer expectations given social media access, a surplus of dentists and independent hygienists and growing competition from the dental chains and perhaps medical chains. Moreover, insurers are moving towards “value based care” which means better outcomes and lower costs — or in the dental world, less drilling and filling and improved oral health.
And where is all this headed?
Surely, where the customer wants it to go. Some cosmetics, lots of prevention, an absence of pain and pre-visit anxiety, and real affordability. And those practices who “get it” and communicate this new proposition in the customers’ language and learning channels, have an immense opportunity.
How so? Surveys show that 8 out of 10 adult dental patients will choose more preventive care with Prevora, 8 out of 10 want to participate in their diagnosis of future oral health, and 6 out of 10 will respond to digital ads about more prevention.
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