Dental Business Coach, Ashley Latter, explains why it’s always a good idea to follow up with patients, whether they’re ready to say ‘yes’ now or not.
Attending an appointment with a dentist need not mean that a patient is ready to go ahead with treatment straight away. Some may just be shopping around to get a feel for what treatments may be available to them, what’s involved, and how much they might cost.
Far from being a waste of your time, this is an opportunity which, unfortunately, some practices let slip through their fingers.
There can be a number of reasons why the patient doesn’t say ‘yes’ to the treatment there and then. Far from being time wasters, they could have a genuine interest in having the treatment but are not yet able to commit to it. Treatments such as implants or Invisalign can cost thousands of pounds and not everyone is comfortable with agreeing to such a high value spend without at least thinking about it. Some people will spend months debating the merits, others years, before they decide to go ahead. However, when they have finished deliberating, there’s a simple way to ensure your practice is the one at the forefront of their mind. That’s through proactive follow-up.
What is Proactive Follow-Up?
Put simply, proactive follow-up involves keeping in touch with the patient. It’s appreciating that people need time to reach a decision and making sure that your practice is unforgettable, for the right reasons.
Proactive follow up involves regular (but not too frequent) contact with a prospective patient. Some ways to do this include:
- Phone calls or personalised emails after their appointment (NB calls are best)
- Sending them a handwritten note or card to thank them for visiting the practice
- Posting and sharing educational content on social media
- Sharing patient testimonials, hints and tips, and FAQs through email newsletters
- Sending birthday and seasonal greetings.
I have personally had clients tell me that after years of waiting they finally booked courses with me because I stayed in touch. That is how powerful nurturing a potential lead can be.
Make it personal
Genuine follow up that’s effective is personal and consistent.
Yes, your system may be able to send out recalls and reminders, but that’s all automated and doesn’t represent genuine follow-up. It’s just about bums on seats and is unlikely to help you convince a prospect to take up a treatment plan.
Following up doesn’t always sit easily with people. Calling patients after an appointment is something that can make dentists feel uncomfortable. So many of us are bothered by spam callers these days that they are concerned about being perceived as pushy or a nuisance. However, the more often they tackle something like this, the easier it will become. While you may experience the odd occasion when you catch someone at an inconvenient moment, more often than not, people will be receptive to (and appreciate) the call. After all, you’re not selling, you are demonstrating care and concern for the patient.
You can show your care and consideration by asking questions such as:
- “How did you feel after the consultation?”
- “Is there anything else you would like to know?”
- “Have you had a chance to think about the treatment options we discussed?”
Whether they choose to go ahead straight away or still need more time to think, this quick call can help to build trust which is essential to a service as personal as dentistry.
Worth the effort
Following up with your patient may become easier if you can view it as a way to show you care, rather than as a sales activity. When you follow up with a prospective patient, it sets you apart from other dentists who just sit back and wait. This simple act can make a huge difference to the way your patients view you.
When you decide to adopt the practice of following up it’s probably best to begin by putting aside a minimal length of time, say an hour-a-week, to contact patients from your most recent consultations. Patients really appreciate this type of personal contact and are likely to have a more favourable view of you and your practice afterwards. Who wouldn’t think well of a dentist who took the time to check in with them?
When the patient is ready to go ahead, the fact that you kept in touch and demonstrated your care for them could be the thing that makes them choose your practice over another. If you want to grow your patient numbers and enhance your practice’s reputation, then start following up on your consultations.
About Ashley
“Ashley Latter is an industry-renowned dental business consultant. He specialises in delivering the Ethical Sales and Communication Programme, creating a World Class Patient Journey, Creating a High Performance Team.
He also works with a very forward group of Dentists and Orthodontists on his well renowned programme called The Entrepreneur group.
He is also the author of four books: ‘Don’t wait for the Tooth Fairy, You are Worth it- How to discuss fees with more self-confidence, The Practice Managers Jugglers Book and his latest book ’The Perfect Dental Consultation.”