Authored by marketing strategist, Robin Jones, this final part of our digital marketing for dentistry series dives into online listings.
The patient journey begins long before they set foot into your clinic. It often starts with a simple search, a hunt for the right practitioner to trust with their smile and overall oral health. As dental professionals, it’smore important than ever to recognize that this journey is a fundamental shift in consumer behaviour. And for that reason, it’s critical for practices to embrace the significance of online listings as an integral part of their overall marketing strategy.
The Search Journey
Every interaction a potential patient has with your clinic, whether through advertising or word-of-mouth, inevitably leads to a “Google” search. Your clinic needs to not only appear in those searches but present itself in the best possible light. Online listings can ensure that your practice is discoverable and appears reputable across multiple platforms.
Understanding Online Listings
Online listings are more than just digital directories; they are virtual storefronts that showcase your practice to the world. It’s not enough to have listings scattered across the internet; they must be claimed, consistent, and regularly updated. Platforms like Google Business Profile and the new Apple Business Connect aren’t just optional; they are important lifelines for your practice in today’s digital world.
Data aggregators are companies that collect, organize, and distribute vast amounts of business information from various sources across the internet. These sources may include public records, business directories, social media platforms, and other online databases. Data aggregators compile this information into structured databases, which are then licensed or sold to other companies, including search engines, online directories, navigation systems, and marketing platforms.
For dental practices and other businesses, being listed on data aggregators is important for improving online visibility and local search rankings. When practice information is consistent and accurately represented across aggregators, it enhances its credibility and trustworthiness in the eyes of search engines and potential patients. Approximately 6-7% of the reasons why businesses rank locally can be attributed to this factor alone. Therefore, making your clinic’s information accurately represented across various digital services should be a priority.
Answering Queries and Controlling Information
To improve overall visibility, you should always answer questions on directories and listings. This proactive approach increases the likelihood of your clinic being found by potential patients. Taking control of the facts about your practice across multiple digital platforms—from search engines to social networks—is paramount.
Embracing Enriched Listings
Enriched listings go beyond basic business information and provide more dynamic and engaging experiences for potential customers or patients. They involve enhancing your online presence with additional content like photos, videos, descriptions, reviews, and other interactive features. Enriched listings differentiate your practice from competitors, showcase your brand personality, and provide valuable information to potential customers. Every interaction with your practice online is an opportunity to showcase your expertise and foster trust.
The Rise of Voice Search
Have you ever said, “Hey Siri, find me the nearest XXXX?” Voice search is not just a trend; it’s the future of search and it’s here to stay. With the growth of voice-enabled devices, making sure your clinic is optimized for voice search is non-negotiable. Being found through voice search requires you to optimize keywords and embrace conversational language in your online content.
Words of Wisdom From a 30-Year Marketing Veteran
OK. I’ll admit it. Online listings aren’t the sexiest or most exciting activities in the marketers’ bag of tricks. But let me be clear – they are table stakes. If you don’t make them a priority for your practice, you are probably one or more steps behind the competing practice down the block. Oh, and listings are probably one of the lowest cost things marketers can do these days.
Online listings offer visibility, credibility, and cost-effectiveness. While other marketing activities are important, online listings are the cornerstone of a robust digital presence, providing a cost-effective and impactful way to reach and engage with patients.
In Conclusion
The significance of online listings for dental practices cannot be overstated. They serve as the digital gateway to your clinic, shaping the first impressions of potential patients. By harnessing the power of online listings, clinics can enhance their visibility, credibility, and ultimately, their ability to attract and retain patients in an increasingly digital world.
At ClearDent, we partner with Social Ordeals, experts in digital marketing for dentistry, to offer a comprehensive online marketing solution. Social Ordeals has developed a platform and services that help dental practices monitor, manage, and build their online reputations and brands. From building or refreshing your website, to search engine optimization, to digital advertising and more, Social Ordeals coupled with ClearDent’s patient engagement solutions is a win-win for today’s modern dental practice.Get a FREE Digital Audit Report for your practice.
Authored by marketing strategist, Robin Jones, this is the sixth in a seven-part digital marketing for dentistry series.
In today’s digital game, having a robust online presence is paramount for businesses, and that includes dental practices. Social media, in particular, has evolved from a platform for personal expression to an important business tool. For dental clinics, leveraging social media is not just an option but a necessity to stay relevant, engage with patients, and attract new ones – especially the younger generations. Let’s dive into why social media is pivotal for dental practices, which platforms matter, best practices to follow, and whether to DIY or hire a professional agency.
Social Media for Dental Practices – Do You Need It?
Absolutely. The question is no longer about needing social media but rather how effectively you use it. Social media offers a direct line of communication to your current and potential patients, providing a platform to stay top of mind, showcase your services, share educational content, and build trust with your audience. It’s a powerful tool for creating brand awareness, with the potential to find new patients and get current patients more engaged. Moreover, it enhances your search engine rankings, making it easier for patients to find you online.
What Social Platforms are Important for Your Dental Clinic?
Facebook and Instagram (META)
For most dental clinics, Facebook and Instagram are essential. They are ideal for showcasing before-and-after photos, sharing testimonials, and posting educational videos. These platforms also offer targeted advertising options, allowing you to reach potential patients in your local area.
X (formerly Twitter)
Though not as visual as Instagram or Facebook, X is excellent for quick updates, sharing links to your blog posts, or engaging in conversations about dental health and industry trends.
LinkedIn
LinkedIn is the hub for professional networking, attracting talent, and establishing the credibility of your dental practice. Share industry news, achievements, and professional tips here.
TikTok
For more forward-thinking clinics, TikTok offers an opportunity to reach a younger demographic through fun and informative short videos.
Social Media Best Practices
Consistency is Key: Maintain a regular posting schedule to keep your audience engaged.
Quality Over Quantity: Share high-quality, informative, and visually appealing content.
Engage With Your Audience: Respond to comments, messages, and reviews to build a community around your practice.
Educate and Inform: Use your platforms to share dental tips, explain procedures, and debunk myths.
Promotions and Offers: Share exclusive promotions or discounts to social media followers to encourage loyalty and new patient sign-ups.
Creating a Plan and Social Media Strategy for Your Practice
Developing a social media strategy involves setting clear goals, understanding your audience, and planning your content in advance. Identify what you want to achieve through social media, be it increasing brand awareness, boosting patient engagement, or driving traffic to your website where they can book appointments using online booking tools. Know your audience’s demographics, preferences, and pain points to tailor your content. Finally, create a content calendar to plan your posts, including a mix of educational content, promotional offers, and behind-the-scenes glimpses of your clinic.
DIY or Hire a Digital Agency?
This decision hinges on your budget, time, and expertise. If you’re just starting out or have a small team, you might initially take a DIY approach to manage social media in-house. This allows you to maintain a personal touch and immediate control over your content (especially since you have direct access to social content in the form of photos, videos, and more that an external provider won’t). As your practice grows, the complexities of managing multiple platforms, creating content, and running ads might necessitate hiring a freelancer or digital marketing agency. Agencies bring expertise, resources, and tools to craft and execute a comprehensive social media strategy, ensuring your online presence is both professional and effective.
Words of Wisdom from a 30-Year Marketing Veteran
OK. I have a confession to make. I have a total love-hate relationship with social media. On the one hand, I am fully entertained scrolling through feeds seeing the weird, wacky, funny and heartfelt memes and other content out there. That said, I post very little on my own accounts. Not being a digital native, social media is something I just am not super comfortable “doing”. I live in fear of posting the wrong thing on the wrong platform to the wrong group. (queue the eye roll from my daughters…)
As a marketer, however, I have seen first-hand the absolute power social media yields when done well. I’ve had clients see notable business growth come from dedicated social programming. But simply put, it’s another piece in the marketing puzzle. Without it, your marketing mix is incomplete.
When I first thought about social media in dentistry, I thought, “Really, it is that important?”. Then I started to think about it more deeply and my answer was “yes”. Truth be told, no one is chomping at the bit (no pun intended) to go to the dentist even though we all know we need to go regularly. And it’s easy to forget things you don’t really want to do. So right out of the gates, social media is an easy way to stay top of mind with your patients.
My second thought was around the “fear” of dentist visits. Drills, needles, scraping, and so on do not conjure up “positive vibes”. But truly, visits to the dentist have become much more pleasant over the years and there’s nothing like walking out with freshly cleaned teeth! Amplifying the positives, whether that be innovative new treatment capabilities, patient experiences, and new staff members can go a long way in keeping patients engaged and coming back.
And of course, there’s all the other reasons mentioned above.
In Closing
Social media represents a vital aspect of digital marketing for dental practices. It’s an investment in your brand’s online presence, patient engagement, and ultimately, the growth of your practice. Whether you choose to manage it in-house or hire professionals, the key is to start with a clear strategy, remain consistent, and always be authentic to your brand’s voice. Embrace the power of social media, and watch your dental practice thrive in the digital age.
At ClearDent, we partner with Social Ordeals, experts in digital marketing for dentistry, to offer a comprehensive online marketing solution. Social Ordeals has developed a platform and services that help dental practices monitor, manage, and build their online reputations and brands. From building or refreshing your website, to search engine optimization, to digital advertising and more, Social Ordeals coupled with ClearDent’s patient engagement solutions is a win-win for today’s modern dental practice. Get a FREE Digital Audit Report for your practice.
Authored by marketing strategist, Robin Jones, this is the fifth in a seven-part digital marketing for dentistry series.
In today’s shifting digital landscape, dentists are quickly realizing that digital advertising can lead to practice growth. The transformation from traditional advertising methods to digital platforms has reshaped how practices connect with their patients, market their services, and establish their brand presence in a competitive market. This blog post is a little longer than our other marketing topics so sit back and relax. You’ll be glad you took the time to learn more.
What is Digital Advertising Anyway?
Digital advertising is a form of marketing and advertising which uses the internet to deliver promotional marketing messages to consumers, and it encompasses a broader set of activities than you may think. Unlike traditional advertising mediums like print, radio, and television, digital advertising has the advantage of tracking the performance and engagement of ads in real-time. The key components and strategies of digital advertising include:
Search Engine Marketing (SEM): SEM is a digital marketing strategy used to increase a website’s visibility in search engine results pages (SERPs) primarily through paid advertising. Businesses bid on keywords that users might enter when looking for specific products or services (like “best dentist in Calgary”), allowing their ads to appear alongside organic search results. This process involves selecting relevant keywords, setting a budget for bids, and creating compelling ad copy to entice users to click. Advertisers are charged based on clicks (pay-per-click, or PPC) or impressions, depending on the campaign’s setup. SEM campaigns offer the advantage of being highly targeted, as ads are displayed to users who are already searching for related information or products. The effectiveness of SEM can be measured and optimized in real-time through analytics, enabling advertisers to refine their strategies and improve return on investment (ROI) by focusing on high-performing keywords and ad variations.
Social Media Advertising: Social media advertising empowers businesses to reach targeted audiences through various platforms like Facebook, Instagram, and LinkedIn, leveraging sophisticated demographic, interest, and behavior targeting. Advertisers choose from multiple ad formats and utilize a bidding system to manage budgets and ad placements. The process involves creating compelling content, launching campaigns, and continuously monitoring and optimizing based on real-time performance metrics such as engagement rates and conversion rates. Analytics play a crucial role in refining advertising strategies, enabling businesses to achieve specific marketing objectives effectively. Additionally, retargeting features allow for the re-engagement of users who have shown interest in a product or service, enhancing conversion opportunities. Through a combination of targeted advertising, strategic content creation, and data-driven optimization, social media advertising offers a highly personalized and efficient way for brands to connect with their audience.
Display Advertising: Display advertising is a form of online advertising that conveys a commercial message visually using text, logos, animations, videos, photographs, or other graphics. These ads appear on websites, social media platforms, and other digital environments that are not owned by the advertiser but are part of a network that agrees to show ads in exchange for revenue. Advertisers use display ads to promote their products or services, increase brand awareness, and drive traffic to their websites. Targeting options for display advertising are sophisticated, allowing advertisers to reach specific audiences based on demographics, interests, behaviours, and even retargeting users who have previously interacted with their brand. The effectiveness of display advertising campaigns is measured through metrics such as click-through rates (CTR), impressions, and conversion rates. This form of advertising leverages the visual appeal of ads to capture the attention of potential customers, making it an integral part of many digital marketing strategies.
Mobile Advertising: Mobile advertising is a form of digital advertising specifically tailored for mobile devices, like smartphones and tablets, leveraging features unique to these devices to engage users in a more personal and interactive manner. It encompasses a variety of formats, including text messages (SMS), banner ads, video ads, and in-app advertisements, capitalizing on the ubiquity and personal nature of mobile devices. Advertisers can target audiences based on detailed criteria, including location (using GPS technology), browsing habits, app usage, and demographic information, making it possible to deliver highly personalized and contextually relevant ads. Mobile advertising enables marketers to reach their audience at almost any time and place, offering opportunities for real-time engagement and immediate action, such as calling a business directly from an ad. The effectiveness of mobile ads is measurable through metrics like click-through rates, engagement rates, and conversion rates, allowing for the optimization of campaigns in real-time to improve ROI. This form of advertising is particularly powerful due to the widespread use of mobile devices and the increasing amount of time people spend using them.
Affiliate Marketing: Affiliate marketing is a performance-based advertising model where businesses reward external partners (affiliates) for directing traffic or sales to their products or services through the affiliate’s own marketing efforts. Affiliates use unique tracking links or codes to promote products or services to their audience, typically on their websites, social media platforms, or blogs. When a consumer clicks on these links and makes a purchase or completes a desired action (like booking an appointment), the affiliate earns a commission from the action. This model allows companies to expand their marketing reach with minimal upfront cost, paying only for measurable results, while affiliates can earn income by leveraging their content and audience reach. Affiliate marketing fosters mutually beneficial partnerships between advertisers and affiliates, relying heavily on trust, transparency, and shared goals to drive success.
Video Advertising: Video advertising is the use of video content to promote products, services, or brands within various digital platforms, including social media, video sharing sites like YouTube, and websites. This advertising format leverages the dynamic and engaging nature of video to capture viewers’ attention, convey messages more effectively, and foster emotional connections with the audience. Advertisers can target specific demographics, interests, and behaviours, ensuring their content reaches the intended viewers. Formats range from short, snappy clips suitable for social media feeds to longer, more detailed explainer videos or interactive ads that encourage viewer participation. Video ads are valued for their ability to increase brand awareness, engagement, and conversion rates, with performance metrics like view count, engagement rate, and click-through rate providing insights into their effectiveness. The growing consumption of video content across devices makes video advertising an increasingly vital component of digital marketing strategies.
Influencer Marketing: Influencer marketing is a strategy where brands collaborate with individuals who have a significant, engaged following on social media or other online platforms to promote products, services, or campaigns. These influencers leverage their credibility and relationship with their audience to endorse brands in a more authentic and organic way than traditional advertising. By partnering with influencers whose followers match the brand’s target demographic, companies can effectively reach and influence potential customers in niche markets. Campaigns can vary in form, including sponsored content, product reviews, and endorsements, which appear on the influencer’s platforms. The effectiveness of influencer marketing is often measured through engagement rates, reach, and ultimately, the conversion rates or ROI these campaigns generate. This approach capitalizes on the trust influencers have built with their audience, translating that trust into a powerful tool for brands looking to expand their visibility and credibility among prospective consumers.
Digital advertising allows for more precise targeting and segmentation of audiences, as well as the ability to measure the effectiveness of advertising campaigns in real-time through analytics and other metrics. This immediacy and data-driven approach can lead to more efficient and effective marketing strategies compared to traditional methods.
Examples of Digital Advertising in Dentistry
Social Media Campaign
A dental practice launched a Facebook and Instagram campaign featuring before-and-after photos of cosmetic dentistry. They utilized targeted ads to reach individuals interested in cosmetic dental services within a specific geographic area. By showcasing their work’s quality and patient satisfaction stories, they not only increased their social media following but also saw a significant uptick in consultations for cosmetic dental procedures.
Pay-Per-Click (PPC) Advertising
To attract new patients, a dental practice utilized Google Ads to create PPC campaigns targeting high-intent keywords related to emergency dental services within a specific region. By bidding on keywords like “emergency dentist” and “24-hour dental care,” they were able to appear at the top of search results when potential patients were in urgent need of dental services. This strategy resulted in a high conversion rate of clicks to appointments.
Video Marketing
Understanding the impact of video content, a dental clinic created a series of educational videos addressing common dental concerns and the services they offer. These videos were shared on their website, YouTube, and social media platforms. By demystifying dental procedures and showcasing their team’s expertise and bedside manner, the clinic was able to reduce patients’ anxiety about dental visits and attract a broader audience.
Creating a Strategy and Measuring ROI
To create an effective digital advertising strategy, dental practices should first define their goals, target audience, and budget. It’s important to choose the right mix of digital advertising types to reach your audience effectively. Once the campaign is underway, measuring ROI becomes crucial. This involves tracking metrics such as website traffic, click-through rates, conversion rates, and ultimately, the increase in appointments or revenue attributed to digital advertising efforts. Having online booking capabilities and tools like Google Analytics and CRM software can provide insights into these metrics.
Words of Wisdom from a 30-Year Marketing Veteran
OK, that’s a lot to take in. I get it. Digital advertising can be daunting, especially when you are just getting started. So, my advice? Start small. I’ve seen companies waste a lot of money on digital advertising, only to scrap it and conclude that “it doesn’t work for us”. But I can tell you this, when done right, it almost always has a positive ROI. Here’s my advice:
Work with someone who knows what they’re doing and ideally, has done it within dentistry. There is a lot of value in “been there, done that” when it comes to digital advertising.
Make sure you have a strong foundation in place BEFORE you spend a nickel on advertising. And what I mean by foundation are things like a good website, tools like online booking and Google Analytics so that you can measure the success of your programs, and good communication with your front-line staff who know to ask questions like “how did you hear about us”?
Start small. If I had a dollar for every organization I know who went “all-in” on advertising, only to get marginal or worse returns, I’d have a beautiful beach house somewhere sunny and warm. Advertising is an iterative process. Test, tweak, test, tweak, test, tweak is the name of the game. Only when you’ve got good results should you increase spend.
Be patient. Advertising generally isn’t a “quick win”. Perfection comes with time, learning, experimenting, and refining. Oh, and the rules, tools, and algorithms are always changing so what works today may not work as well tomorrow.
In Closing
The shift towards digital advertising in dentistry is not just a trend; it reflects where audiences spend their time and how they prefer information. By effectively leveraging digital advertising, dental practices can improve their visibility, engage more meaningfully with patients, and drive growth. The key to success lies in understanding the digital landscape, crafting strategic campaigns, and continually measuring and adjusting to ensure the best possible outcomes. Digital advertising has indeed become an indispensable tool in the modern dentist’s marketing toolkit.
At ClearDent, we partner with Social Ordeals, experts in digital marketing for dentistry, to offer a comprehensive online marketing solution. Social Ordeals has developed a platform and services that help dental practices monitor, manage, and build their online reputations and brands. From building or refreshing your website, to search engine optimization, to digital advertising and more, Social Ordeals coupled with ClearDent’s patient engagement solutions is a win-win for today’s modern dental practice. Get a FREE Digital Audit Report for your practice.
Feeling overwhelmed? Missing important details? Wanting to feel more prepared when walking into the operatory or when answering an incoming call? You’re not alone. Here are 5 ways to get your team in sync using tools they already have to improve communication at your dental practice.
1. The Huddle – a daily team touchpoint
Given how hectic today’s practice has become, it’s understandable that we’ve started to forget about the daily team check-in, aka the huddle. The huddle plays an important role in that it gives you a chance to discuss challenges and create a plan to resolve them together, enhancing communication at your dental practice.
It’s best practice to make it a habit, build it into your scheduled routines, and make it count.
For those who have never experienced a huddle, it’s a chance for the team to get together to set goals, discuss patient needs, assign tasks and prepare for the day ahead, improving communication at your dental practice.
The typical huddle is anywhere from 10 – 20 minutes and is meant to be brief and direct. Having access to the huddle via a workstation in the meeting room or ClearDent Cloud can be a benefit when viewing the day sheet and patient charts.
Assign a huddle leader. This role can rotate through the staff and is responsible for keeping the team on task and on time during the meeting.
Recap goals and team announcements
Overview of the day. Each provider is responsible for going through an overview of their day and highlighting outstanding treatment, insurance coverage, patient warnings, and opportunities for same-day treatment. (Good software will have all this information at your fingertips with tools like chart audit reports, treatment status indicators, patient warnings and linked family members accessible from the day sheet.)
Identify special situations. Bring attention to patients who may require special assistance, challenges with things like room turnover, and timely recall checks or assistance with a difficult patient. Determining when a provider is and is not available to leave their patient is important and sets expectations for other team members before the day gets hectic. Sharing these concerns at the beginning of the day allows other team members to jump in and help.
Celebrate successes!
Bonus topic: Ask the huddle leader to bring a new tip to the meeting. This can be something they’ve learned that would benefit other team members like a shortcut or feature of their practice management software, or a tip relating to loading and unloading the sterilization machine, right down to a tip about an easier way to get to the office during construction
The huddle is your team’s communication hub. After a few meetings, you’ll notice the days are running smoother, the office is more cohesive, and the team is in sync. Your patients will notice too!
2. Make digital the norm
The sentiment of “A place for everything and everything in its place” couldn’t be more appropriate in a digital world, especially when handling sensitive patient information and improving communication at your dental practice.
Phone Calls: First, we must abandon the urge to grab the pen and notebook when the phone rings! Make it a habit to open the patient’s profile and enter information in the appropriate place. Here is an example of a “best practice” conversation fully integrating digital into the discussion.
Example:
[Phone rings]
Receptionist: Good morning, thank you for calling XYZ Dental, Lisa speaking, can I start with your name?
Caller: Hi, it’s John Smith
Receptionist: [Immediately] Hi John, give me just a moment while I pull up your profile. (Patient recognition)
Caller: Ok, but I don’t have a lot of time. I am heading over to the school to pick up my son. He fell and I think his tooth fell out.
Receptionist: [Who can see the family file] Oh my goodness, I’m sorry to hear that. I hope Danny is ok. I will let Dr. Smith know you’ll be heading over. Do you have any other information about his condition? (Empathize, restate the problem, let the patient know you heard them and are going to work with them, ask for more information)
The receptionist can talk to the parent, enter notes, and view the child’s information, making interactions more personal. Remembering the child’s name builds trust and shows they are valued at your practice.
All of the information gathered during the call is logged directly into the patient file – without the need for hand-written notes that must be added to the file later.
Sticky Notes and Notebooks:
Next, let’s remove the labels and sticky notes from the monitor and front desk area. This clears the clutter and to incoming patients, makes the office look more organized.
Reminders and notes may include:
Cancellation requests
Phone numbers and billing information that need updating
Post-treatment reminders
Lab follow-up reminders
Other office to-do’s
Find a digital home for all these items. Use the to-do list in your practice management software, place a digital sticky note directly on the scheduler, indicate lab case statuses on the scheduler view, and associate those lab cases with upcoming appointments. Even a reminder like turning off the monitor can be resolved by setting the proper power settings.
Next, create systems using a digital to-do list to assign tasks to team members. Do not keep a paper notebook of tasks! Things will get lost or missed. Tasks written five pages back are often left outstanding and lose their priority and importance. If you are away for the day, is anyone going to pick up your notebook, decipher your notes and flag items that were due today? The goal is to keep all team tasks digital!
Set start and due dates, use the priority option to flag items of high importance, associate the task with a patient, and even mark the task as private. Assigning tasks gives ownership to the team members and ensures that items are being taken care of consistently. A good practice management solution will have all this functionality built-in, and you shouldn’t have to purchase other third-party solutions. Here’s an example of how productivity tools enhance efficiency when managing multiple locations:
The Office manager had a meeting with the clinic lead in location B and would like to create follow-up tasks. While the Office Manager is at location A, she accesses location B directly from her browser and adds the tasks to her clinic leads to-do list.
Going forward, continue to find ways to digitize the clutter. Scan documents like insurance responses, referral letters, and requests for information directly into the patient file and then securely shred them to ensure patient privacy.
Relying on a single team member to possess the answers to every question can create bottlenecks and inefficiency in office operations. It’s important to foster a collaborative environment where patient information isn’t confined to just one person. Sharing information openly among the staff ensures everyone is well-informed and can step in seamlessly when needed. When individuals (unintentionally) hoard information, it not only restricts the flow of knowledge but also poses a significant risk, particularly when that team member is absent. In their absence, crucial details may be inaccessible, leading to confusion and potential disruptions in patient care. By encouraging transparency and open communication at your dental practice, practices can operate more efficiently, ensuring that vital patient information is readily available to all team members.
Going digital doesn’t need to happen in a day. Set goals and take it step by step. The process of clearing the clutter will gain momentum naturally!
3.Follow up with follow-ups!
Consistent follow-up is critical for revenue production, and failing to do so can create a perception of disorganization. Implement effective office systems to ensure daily tasks are completed, avoiding reliance on others to handle them later.
Establishing a follow-up schedule provides a sense of structure, making things feel less overwhelming and allowing the team to concentrate on the task at hand without feeling pulled in multiple directions – leaving incomplete tasks everywhere.
The office should set practical communication goals for the week. While exceptions and urgent situations will always arise, these goals serve as a framework to maintain organized lists and prevent tasks from being overlooked for an extended period.
Here is an example:
Every day:
Check the to-do list.
Monitor the waiting list and booked-and-waiting list for patients who need to be rescheduled or pulled forward.
Monday:
Leverage your Treatment Plan Manager reports to identify unscheduled patients with approved outstanding treatment.
Follow up on pending predeterminations; the insurance company might need additional information. Often, responses are sent directly to the patient, who may not realize they’ve received it or understand its content.
Tuesday:
A/R review, send statements bi-weekly and proactively follow up with delayed insurance payments.
Wednesday:
Follow up on referrals to specialists. Have specialist treatment updates been scanned into the patient’s file? Is there a need for additional treatment?
Check on your reputation management, how have patients been hearing about your office? Have they left feedback that requires action?
Thursday:
Recall Manager – follow up with patients who have received upcoming due and overdue reminders.
Maintain your Patient’s Without a Recall report.
Look for patients who may have been in for their initial exam and hygiene but have not been enrolled in the recall system.
Friday:
Reconcile lab cases delivered throughout the week to match with invoices received.
As the cases are checked in, ensure that patients are booked.
Patients will say yes more often if they receive personalized care from compassionate providers.
4. Patient Communication: How much is too much?
Effective communication with patients is important in any healthcare setting as it fosters trust and understanding. However, it’s equally important to recognize the boundaries of communication, understanding that there is a fine line between being proactive and overwhelming patients with excessive contact. Striking a good balance is key, ensuring patients are well-informed without feeling inundated. By being mindful of your contact policies, providers can maintain respectful communication, enhancing patient satisfaction and overall patient experience.
The office should keep these things in mind when setting up communication templates, automated notifications, and reminders, as well as outreach by the team for surveys, inactivation updates, and follow-ups. Leverage technology to seamlessly connect with both your office and patients, enhancing communication at your dental practice and improving efficiency.
Establish clear office policies and guidelines for communication progression. For example, you may want to initiate with a text message, followed by an email if there is no response, and if still no reply, make a single follow-up call.
Tailor your communication method based on your audience and the message’s sensitivity. For reminders or basic inquiries like appointment confirmations, text messages are appropriate. For more confidential matters, such as treatment proposals, you should utilize encrypted, password-protected emails if your practice management solution allows for that (and if you use ClearDent, you have this capability built-in)
Be mindful of the recipient’s work environment and schedule when considering phone calls. A considerate approach might involve sending a brief text first, asking for a suitable time to discuss important matters over the phone, and demonstrating personalized care and respect for their time and privacy.
Use and maintain patient-preferred contact methods. Without systems in place, staff will waste time trying to contact patients, only to leave messages.
Do not text patients from a personal cell phone. Ensure you are texting your patients from within the software so that you have an audit trail and record of conversations accessible from the patient’s Chart. (If you use ClearDent, you can text from the office phone number which would be best practice)
Provide opportunities for patients to get organized by giving them clear ways to confirm their appointments.
Recall best practices:
Send an automated notification to unscheduled patients 30 days before their due date via email or text which will be logged directly on their patient chart.
Send another automated notification, if still not booked 1 week after their due date.
Do not put cancelled recall appointments on the waiting list. These patients will be captured in the Recall Manager reports. There is no need to have the same patient on multiple lists.
5. Communication is more than words
Effective workplace communication is about active listening, the ability to understand unspoken feelings, and responding with genuine empathy. It’s in these subtleties that true connection and understanding are found, making communication a holistic exchange that encompasses the complexities of human expression and connection within a professional setting.
Avoid Miscommunication
Choose the proper communication method: Knowing a patient’s preferences is key to effective communication, but so is choosing the proper communicator. In situations like treatment coordination, scheduling, or A/R collections you want to have the proper team member communicating with your patients. One team member may be a better fit according to their experience, efficiency, position or the audience they are going to speak with.
Message: The message being conveyed should be clear and concise.
Feedback: Feedback plays a pivotal role in effective communication by offering valuable insights into the reception and comprehension of a message. Actively seeking feedback allows the communicator to gauge the audience’s understanding, ensuring that the intended message aligns with the received one. For instance, in a professional setting, feedback can be instrumental in refining treatment plan presentations, proposals, or instructions. It provides an opportunity for the team member to identify areas of confusion, clarify misconceptions, and adapt their communication style to resonate better with the patient.
Culture: Understanding the cultural context is important for effective communication. It means being mindful of the customs, traditions, values, and norms prevalent within a specific community or group. For instance, in some cultures, direct eye contact signifies confidence and sincerity, while in others, it may be perceived as disrespectful. Similarly, certain phrases or gestures might carry different meanings across cultures. Being culturally aware helps communicators choose appropriate language, tone, and body language, ensuring their message is received as intended and minimizing the risk of misunderstandings.
I know that you believe you understand what you think I said, but I am not sure that you realize that what you heard is not what I meant.
Robert McCloskey
Conclusion
When feeling overwhelmed and seeking a sense of preparedness, it should be reassuring to know that many dental professionals share these sentiments. Using these practical solutions will help to bring your team back in sync. The daily team huddle serves as a valuable touchpoint, providing a structured opportunity to align everyone’s focus. Embracing digital solutions proves essential in streamlining communication at your dental practice and information sharing, enhancing overall efficiency. The emphasis on thoughtful follow-ups emphasizes the importance of consistent, yet respectful communication, avoiding overwhelming contacts. Communication transcends mere words; it’s about understanding unspoken cues, fostering empathy, and building meaningful connections. By implementing these strategies, teams can navigate their challenges effectively, ensuring a cohesive and well-informed work environment.
Having your dental practice listed as a business on Google has more impact than you think! Currently, 41% of patients state they search for new dentists online. Therefore, if your practice doesn’t show up on their Google search, you have just lost a potential patient. It’s crucial to verify your dental office on Google to ensure your practice is visible to those seeking dental care.
The same goes for online reviews; 30.4% of patients find their dentists through online reviews. Consequently, not having any patient reviews or having one to three rating stars impacts the patient’s’ decision when choosing a new dentist.
This is why you should invest time on developing and enhancing your online reputation – and this is where Google My Business will help you!
Google My Business is a free tool that allows you to promote your business on Google Search and Google Maps. By verifying your business, you can engage with your customers, manage your business information, and gain insights on your audience.
To take advantage of this free tool and start enhancing your online reputation, follow these 2 easy steps below:
Log in with your business account. If you’re already logged in, click “Manage Now”
Fill out the necessary information
Verify your business listing: choose from post card, phone or email verification
All done! You can now:
Add photos and videos to your listing
Write a description of your business
Use Google My Business Q&A to engage with your customers
Request and manage Google reviews
Explore search insights
Over the past year, there has been a greater surge in the number of dental practices looking to create an easier, more streamlined patient engagement experience.
Keeping chairs filled in a dental practice is a constant challenge, and a lack of patients in your dental practice likely means there is work to do in your patient engagement strategy.
At a micro-level, there are a number of options that can keep seats filled and keep them that way. For one, your practice management software should be able to send individualized e-mail and text reminders as their appointment draws closer. Adding onto this, it is an expectation that your dental software should also be able to create a routine text or e-mail schedule for your patients, one week, one day, and a few hours before their appointment to confirm their arrival. With everyone owning a smartphone nowadays, it doesn’t take much for your patient to confirm their appointment in advance or allow you to send an advanced notice to fill a cancelled appointment.
While these individualized, micro-level engagements are effective in building one-on-one engagement, this isn’t all you can do. In fact, to stand out from the crowd of other dental practices doing the same, there are several emerging features and technology you can leverage to further streamline and add to the touchpoints that your patients receive. If you’re aiming to be a true, modern dental practice, keep reading.
At a macro-level, there are several large-scale solutions that can make a very big impact on all your patients.
Social media is nothing new to anyone – except for how it’s being used in dentistry. While platforms including Facebook and Twitter used to be for connecting with your friends and family, they are quickly becoming a source for local news including what’s going on in your community (including your dental practice). Having an active presence on these platforms can be as simple as an occasional post on what’s new at your practice, updated office policies, and monitoring your online reviews. And speaking of those, social media and other online platforms have completely replaced the Yellow Pages and other printed materials on the go-to resource for where those looking for a new dental practice (or those contemplating leaving their current dentist) will go. This is where your dental software should come in.
Reputation management is a big part of any business’ marketing and engagement strategy, and your dental practice is no different. Being able to retain or draw in new patients, and sometimes all it takes is a patient to glance at the number of 5-star ratings beside your name. That’s where another feature of an all-in-one dental software comes in. Driving satisfied patients to leave reviews online, for others to see, can highlight the quality of the patient experience for others to decide on for themselves. It can be as simple as setting up an automated patient feedback survey at the end of each treatment. For those that are positively reviewed, encourage them to post that same review online.
How has ClearDent been leveraging emerging technology over the past year for Canadian dental practices?
Beyond the examples listed above, there are additional ways to leverage emerging technology in dentistry and ClearDent has been quick to release a number of these features due to the changing expectations in patient engagement, and all are included in ClearConnect.
Though individualized e-mails have already been discussed, what about those that can reach all your patients at once? For that, look for a dental software that includes a bulk newsletter/communication tool. If there is news to be announced including a new promotion, updated office hours, COVID-19 protocols, these are all necessary pieces of information that would be useful to your entire patient base. Even better, pre-loaded templates can allow you to customize these e-mails depending on the topic (single message, newsletter, etc.) while including your company logo.
Another patient engagement solution is the advancement and introduction of a cloud-based patient portal. Your patient experience doesn’t begin and end with your initial communication and post-appointment follow-up, but also how you can manage everything in-between. Patient portal allows you to control digitally, including the signing of medical documents, filling out questionnaires, and ensuring there are fewer touchpoints for patients (and staff) that can alleviate safety concerns All of this should be accessible in the cloud, with secure and compliant data measures in place – and if you aren’t sure if it is, ask your dental software provider.
If the number of different platforms, solutions, and processes included in this article can seem a bit daunting, don’t let it discourage you. The many advancements in patient engagement over the past year, all due to changing market needs in dentistry, have all began from feedback we have heard from dentists across Canada. Just as you listen to your patient’s feedback, it is important for us to listen to and create solutions for the dental community.
Dental practices across Canada have faced significant challenges due to the COVID-19 pandemic. While protective guidelines have been implemented across all provinces to safeguard patients and staff, the process of adapting to these recommendations has been a learning curve for most practices. The introduction of the patient portal enhances efficiency, helping practices manage these challenges more effectively.
Initially, reevaluating best practices was essential for reopening, but it has now become crucial for eliminating inefficiencies as the pandemic continues. Many solutions and strategies have focused on how to integrate screening procedures with the existing office layout. To assist with this, ClearDent introduced a new feature, Patient Portal, a secure cloud-based access point that allows patients to access and update their records through ClearConnect.
Traditionally, dental offices have relied on longstanding practices, such as handing over a clipboard for quick paper reviews. However, the pandemic has forced a reevaluation of these methods. Even as technology began to reshape the waiting room experience, it took a global pandemic to question whether these approaches were ever truly effective.
In the post-pandemic world, handling paperwork for health history updates or adding a family member to dental care is seen as a logistical challenge. Routine checkups and first-time visits now pose obstacles for many businesses striving to maintain excellent health outcomes. Care providers, administrative staff, and office managers have found ways to keep their offices open, but often at increased costs to protect their teams and patients from COVID-19 risks.
By eliminating the need for records to be updated only in the waiting room or during appointments, Patient Portal simplifies record management for patients. This innovation reduces the reliance on paperwork, tablets, and concerns about the accuracy of file updates, streamlining the process and improving efficiency in the post-pandemic dental practice.
Word of mouth referrals are still as powerful as ever – think of the number of times in your life that you’ve looked for affirmation in your daily decision-making. But instead of seeking reassurance from your physical network of peers, word of mouth has taken online in a huge way, from daily purchase reviews to healthcare referrals. This shift emphasizes the importance of maintaining a positive online reputation, as potential patients often rely on these online reviews and testimonials when choosing a dental practice.
As of early 2019, 97% of consumers are reading local business reviews. Of that almost-everyone group, around 90% admit that positive reviews influenced their decision to try out a new business. In other words, your ultimate strategy will still need to incorporate a public online presence, even if this might be new territory for your practice.
Tools for managing your online reputation are fantastic at being able to consolidate information, automatically ask patients to leave a review after their appointment, and keep you on top of updates as they happen. Knowing when you’ve received a glowing review is a morale boost for your staff, but knowing when you receive a negative one gives you time to act.
Understanding how to respond to negative ads is a hallmark of better ratings. Being courteous, informative, and, when appropriate, apologetic is an opportunity to win them back to your side. With over 80% of consumers saying they read and factor a business’s response into their decision, accepting negative criticism and responding thoughtfully can be as important as getting a great review. Calling them a liar or troll will not get you very far, regardless of who’s right and who’s wrong.
Top Sites for Review
Google – The search engine that everyone knows, reviews, and ratings automatically populate whether a potential patient uses Maps to look for a nearby dentist or is searching out the most talented doctors in town.
Facebook – A healthy and vibrant community that is ready to leave vocal feedback, but also more receptive to conversation and community.
RateMDs.com – Love it or hate it, this site has provided insight into the care that doctors provide right across North America
OpenCare.com – A reliable resource for patients that are looking for specialty services, or a recommendation for a dentist that comes well-equipped for their care needs.
Yelp.com – Commonly associated with restaurants and food faire, Yelp allows anyone to leave a review of a local business. Thanks to their ambitious search engine optimization, they’ll always be on the first page of search results with the reviews their members provide.
Reputation management software providing you with up-to-the-minute info about what’s being said allows you to quickly respond, making your overall rating easier to manage. Typically for small to medium offices, dipping below an average of 3.4 stars on reliable review sites will actively deter potential patients from even asking if you’ve got room for them. It’s also worth considering what a potential new hire may perceive or learn when Googling your practice’s history.
What if you’re having trouble getting patients to leave reviews online for you? Just like surveys, there are always plenty of ways to grease the wheels of your favourite patients. A review opening with the explanation of being given free dentures to voice their glowing opinion will raise an eyebrow, so it’s best to save the giveaways for just toothpaste and floss samples at the end of an appointment. Inciting your patients with a draw or giveaway, while also expressing that you want their truthful opinion, good or bad, is a fantastic way to get some momentum when increasing your online presence. You can always use your practice management software to set up a survey that automatically sends after every 4th or 5th visit. This makes it easier to grab feedback, without your patients feeling like providing their opinion is a part of each appointment.
As tempting as it may be to go the ‘bot’ route, these moves are becoming easier and easier to spot. Going from 35 followers to 10,000 in a week, without staring in a major movie or becoming a nationally elected politician, makes for obvious fraud. The same applies if every review you have is 5 stars, and the reviews themselves are the same 6 or 7 different sentences copied and pasted. Your patients and potential patients could come to their conclusion about why you’re spending the time and money to inflate perceptions online. Getting noticed for fraudulently inflating your presence inevitably comes with backlash that can even end with your online accounts being removed.
Executing a well-developed, thoughtful communication strategy that uses templates to automatically engage patients over text or email isn’t quite as useful when you’re not allowed online. Your online reputation as a reliable and welcoming dental practice is everything. That reputation is equal parts word of mouth as it is online reviews. Managing your reputation means keeping a thoughtful eye on the feedback that you ask for, and the feedback that you don’t.
While most people typically associate brands with their favourite snacks and drinks, in the world of marketing, a brand entails everything that customers – or patients – think about you and your dental practice. Without needing to be a catchy jingle or beautiful logo, the brand that represents your dental practice is how patients perceive you, and how you want to be perceived. Building a strong brand helps in creating a loyal patient base, ensuring that patients return for ongoing care and recommend your practice to others.
This topic is rarely covered on the path to your DMD or DDS, so it can feel a little daunting. If you haven’t considered the idea of branding your practice, try this as a quick exercise:
What are the three words you want your patients to associate with you, the care you provide, and your staff?
Your answer will vary based on the type of person you are, the dental care you offer, and the suite of services that you offer to the mouths that walk through your front door. Aside from the benefits of aligning a team working towards a single goal, your brand works as a north star for every task you undertake. If you’re focused on providing reliable attentive care that always finishes on time, you might label yourself as Efficient. Focusing on creating better experiences for people that struggle to get enthusiastic about a checkup might have you land on Caring. However, you reach the three words that guide your practice and your work, these ideas also inform your decisions on how to communicate with your patients.
Whether we explicitly use the word or not, as a business, branding means almost everything to your patients and customers. Offering consistent experiences builds trust. Taking extra steps to properly outline the correct use of a prescription will make patients more confident in their treatment. Texting a patient to remind them that a pill should be taken on a full stomach tells them you’re invested in their health.
This volume of engaging communication can seem like an insurmountable task if your current communication plan is a pile of phone numbers to be called throughout the week. Keeping up with a couple hundred patients week to week is next to impossible for even two or three skilled communicators without the right toolset. Thankfully, many pieces of practice management software now provide options for templating your important missives. Just like an invoice, it’s paramount to have a reliable format that is straightforward and easy to replicate, especially because your business relies so heavily on them.
Pausing for a moment, you’re likely well aware of the topics that generate your most common messages. With the right tools, applying your brand to the emails, text messages, and updates you publish allows for opportunities to build on the relationships that keep your business afloat. If this happens to be the first time you’re thinking about engagement, take the time to sit down and focus on drafting a version of the message you know needs to be sent every day. Make sure it’s especially human and acts as a call to action.
As this system grows and becomes automated, you can establish routines that create expectations with your patients. After a few visits, expectations can turn into reliance as busy patients rushing to or from work know they’ll receive a reminder about the next appointment long before they double-book their precious spare time. That means fewer no-shows and cancellations.
This process doesn’t happen overnight. A brand is cultivated over time with plenty of hard work and vigilance, but the rewards for generating a loyal following that trust you cannot be overstated. Providing open lines of communication every time your patient interacts with your office is the easiest way to squash complaints before they happen, plus you’ll quickly discover patients that consider openness and availability in communication as an important indicator for their care providers. As it turns out, some people value your ability to fit into their busy lives as much as your distance from transit or their office. Those current and potential patients not only have better health outcomes but become evangelists for your business over time.
If you’re curious about what an evangelist is, remember your last social or professional gathering. There’s always someone who cannot stop raving about their recent purchase, newest restaurant, or latest show that’s streaming. When you’re offering a standout service that sets you apart from the competition, people will go out of their way to tell their friends and colleagues how amazing you are. That’s invaluable marketing for your practice, but most importantly – it’s free.
When patients happily spread the word of your proficient care and concise communication, they’re providing social proof. Dental practices have almost always relied on strong social proof, whether it was an eloquent quote, passionate testimony, or personal recommendations, especially now that 84% of people trust an online review as much as a personal recommendation. People can be nervous when it comes to the in’s and out’s of their own mouth. but knowing a practice works hard to provide amazing oral care that doesn’t start and stop with each appointment makes their decision all the easier.
Now that we’ve covered the importance of building a brand that permeates into every email and text you’ll send, think about actionable steps you can take that lead to success and loyal, engaged patients.
To provide meaningful communication and break through the noise, you need to be able to zero in on one specific message that acts as a call to action. This applies even when you’re connecting for a cavity follow-up for one patient, or need to send notice about your practice’s updated operating hours to every patient. When you’ve carefully calibrated this system, and recognize the channels you’re using, you’ll start to develop engagement with your patients.
The difference between patient communication and engagement is simple: Communication is when your front office attempts to book a patient for a cleaning or new x-rays. Engagement is when a patient reaches out to you, or books their own appointment, directly impacting the business of your dental practice.
While it would be a dream for dentists everywhere for patients to flock to them, scheduling their own treatments, practices of all shapes and sizes need to rely on a strategy that incorporates communications and engagement.
For generations, dentists have communicated with two tools – a phone and a Rolodex. It isn’t surprising that most dental practices and offices continue to rely heavily on dialling up their patients. The direct access, being able to grab their full attention, and 30 consecutive seconds of back and forth being more productive for your staff, feel like a persuasive focal point for the job of filling a schedule week-to-week. The reality of the situation is that this behaviour is rapidly changing, and the phone call is becoming a less efficient way to connect.
It’s no secret that younger patients are less likely to answer when someone gives them a ring. While there may be a generational gap at play, or that their caller is actually a robot, there’s also the fact that calls are simply disruptive compared to private and quiet texts. Thankfully, dialling in is no longer the only avenue to get a hold of your patients.
Patient Communication Options for Your Practice
Text (SMS) – Got their phone number? You’ve got a second way to reach them immediately! While being stuck on ‘Read’ without a response is a risk, this tool is great for nudges and reminders about care or scheduling a recall.
Email – Most everyone is already deeply familiar with email. Considering the majority of people will check it 3 or more times each day, email is the perfect avenue for appointment confirmations, invoices, and receipts.
Direct Messaging – For practitioners and practices that want to stay directly engaged across multiple channels, apps like Messenger and WhatsApp provide multiple avenues to reach out, and can be done with either a phone number or email address.
Social Media – Sites like Facebook, Twitter, Instagram, and even LinkedIn can establish a more direct relationship between you and your patients without individual contact. You still have an option for private messages, but these sites are perfect for getting the word out to everyone.
Regardless of how you choose to send out your requests, alerts, and reminders, keep in mind that the stepping stones to engagement are not built on task completion. Moving a guilt trip from the telephone to the touchscreen will bring down costs with the right software, but it might not increase attendance right away. For that, you need to start a conversation.
Even in exchanges as small as a text, there are plenty of opportunities to build on the relationship you’ve established with your patients.
People are more engaged when they feel like they’ve got skin in the game. Moving away from “It’s been X months, you’re due for an appointment”, and towards the patient’s own health creates an emotional connection between you, them, and the care you provide. Approaching each communication as an opportunity to converse directly with them, you’ll find patients more likely to book their recalls, less likely to cancel their appointments, and more likely to rate you highly as a dentist and care provider (but more on that later).
As practice management software evolves to utilize these beneficial patient communication channels, setting up a system that is responsive to your patients’ needs only becomes easier. Adding cloud availability, you and your staff have the option to make a meaningful connection, even when you’re away from the office.
