Certainly, the last year brought more change than most care to think about, as much of it was not easy. If you don’t ever again want to face a year like you just did, I strongly suggest you commit to making economic change of your own in the coming months and ensure that regardless of the financial sector’s projections of boom or bust, you practice is well positioned.
Start with the messages that you and your team regularly communicate to patients. Does your staff convey ordinary or outstanding, state of the art or status quo? Is the excellence of the team and the dentistry routinely conveyed to the patient? And, most importantly, have you even considered the messages you’re sending to your patients in every interaction, from the first phone call, to the emergency appointment, to the routine visit? If not, it’s time to listen up and script your success.
Use a well-crafted script to discourage patients from canceling appointments. When a patient calls to cancel, your business staff should ask for permission to put them on hold, access their file, and use the information to motivate them to keep the appointment. For example: “Mrs. Jones, I’m looking at the doctor’s notes and she emphasized that there is significant decay in that tooth. I know it is very important that you keep the appointment, would you reconsider?” The patient may still cancel, but in some cases, they will be convinced to keep it. Moreover, calling specific attention to the patient’s need for the appointment further underscores the value and importance of pursuing the recommended treatment, and emphasizing the need for care has never been more critical. Particularly since even in the best of economic times, many patients will put off certain procedures for as long as possible. Additionally, ensure that there is an established protocol to follow-up with patients who cancel. In many offices, it is months before anyone follows up on a cancellation.