As the owner of a dental practice, you value your long-term patients. But to grow your practice properly, you’ll need to find ways to simultaneously focus on patient retention and developing a steady stream of inquiries that lead to new relationships. To do this, you must focus on improving the patient experience before and after their visit. This requires staying up to date with the latest tech and remaining in tune with the community you’ve chosen for your office.
Create a Digital Presence
Since you are very likely not the only dentist in the area, digitally marketing your practice is one of the best ways to stay ahead of your competitors. You should always have an updated website that potential patients can peruse for contact and service information. The website should have multiple pages describing services you offer, such as dental implants, sealants, fillings, teeth whitening, and oral cancer screenings. A website full of pages that are lined with helpful, informative content will appear more frequently on search engine results pages (SERPs) for relevant queries, especially if the web pages’ metadata are optimized correctly.
Many practice owners outsource the construction of their websites to freelancers, but it may be helpful to partner with a marketing agency to keep track of your evolving Search Engine Optimization (SEO) needs, like monitoring web conversions, updating your social media, or creating weekly blog posts.
One of the best parts of social media is the ability to create relatively inexpensive ads or boosted posts. Apps like Facebook and Instagram allow you to create sponsored content, expanding your digital reach so your brand finds folks who have been looking for the perfect dentist in your area. You should always aim to post fun, educational content that grabs the attention of users while coaxing them into developing a relationship with your business. Use interactive methods, like having a “Trivia Tuesday” where the winner receives a prize, like 15% off a cosmetic dentistry procedure.
Optimizing the Patient Experience
Cultivating a comfortable environment for your patients – both inside and outside of the office – is one of your primary responsibilities as a practice owner. Establishing this space will attract plenty of other patients in the community and will keep current patients loyal.
A crucial part of growing your business is finding the right team to keep operations running smoothly. For example, if you own a pediatric practice, it is important to hire dental hygienists and dentists who have experience working with kids and their parents.
Employing an experienced office manager to oversee day-to-day operations is another investment that will only benefit your patients down the road. An office manager can collaborate with you on ways to improve and scale the practice, regularly assessing processes and equipment for maximum efficiency. Doing this reduces wait times, decreases equipment and PPE shortages, and improves working conditions for your staff, enhancing daily performance. Team members may also find it easier to report problems or concerns to a designated office manager instead of the owner, as the position leaves more time and room for open dialogue.
Next, it is no secret that aesthetics play a huge part in the comfort of an individual in a medical setting. Nobody likes to spend more time than they need to under fluorescents – use soft, warmer lighting in the waiting room that doesn’t peak any lingering anxieties about the appointment ahead. Mount a small TV in the waiting room as well, showing channels that reflect calming shows about nature or popular cartoons. For general dentist offices, use muted, warm colours; for pediatric offices, don’t be afraid to add funky designs and lots of colours, along with small, noiseless toys kids can play around with while they wait.
Make Modern Upgrades
Going digital and staying informed about the latest tech developments ensures you are always providing your patients with premium care, while also being able to alleviate some common burdens associated with dental care. For example, scheduling appointments is a mild pain point for patients that can be rectified with the right software. You can create an app specifically for your practice, or you can partner with other companies to book appointments for your practice through their site. This is often the best choice for busy folks who just don’t have time to make a phone call or wait on hold during busy hours.
Utilizing intraoral scanners for exams is a must for dentists who are looking to attract new patients and move away from using physical moulds. The scanners are more accurate and reduce discomfort in patients who often dislike the physical mould impressions. Your practice can also use laser detection technology to find early evidence of tooth decay that may not appear on traditional X-rays.
Connecting with the Community
As a local business, getting involved in the community is a great way to establish trust and to get to know potential patients. You can also sponsor city-wide events like parades or festivals, directly investing in the enjoyment of the community while also gaining visibility through advertorial banners or merch if you invest in event marketing.
You can also show your dedication to the dental health of the community by offering a week of free oral cancer screenings every year. For events hosted by your practice, you can work with the local library to offer a reading of a book that promotes good oral health practices, promote the event on your social media channels and through flyers in the park, library, and other youth-centric areas.
You can also help local schools to provide toothbrushes and toothpaste during National Children’s Dental Health Month in February. Making an active effort to not just know the community but help in some form will resonate with the locals, and soon your practice will require a much, much bigger office.
About the Author:
Beau Peters is a creative professional with a background in service and management. He is also an avid researcher and a writer of “all the things.” He has a passion for purpose-driven content and bettering the human experience. In his free time, he enjoys having a good cup of coffee and seeing the world.
