Are the inmates running the asylum?

It disappoints me a little that I even have to write a blog with the following content. In the past 4 years, I have seen dentistry as one of the industries making the most strides in its marketing and overall brand management.

But a call last week really reversed my outlook and made me realize that there are still some doctors out there that allow their staff to dictate how the business is run, and it is costing them dearly.

A “front office” member from a new dental client of ours called and expressed her discomfort with a part of the new client agreement we review with each doctor that uses our service. Basically, the line said “You agree to keep a log of all incoming new patient call activity…”

The front office member in question explained that she did not have the time to collect the callers name, address, and phone number over the phone, and that she waits until they come into the office. It would really “cramp” her schedule to have to collect and spend that time with every new caller that is interested in the doctors services.

Let me state that again… It would really “cramp” HER schedule to have to collect and spend that time with every new caller that is interested in the doctors services.

Im sorry, but is dentistry not about the patients anymore? Is it so wrong to spend a little time explaining your offerings to a new lead in order to make them a patient?

There is no doubt in my mind, if asked, the doctor would say how they care so much for their patients and they would do anything to make them comfortable and healthy…

Like make an appointment reminder phone call, or even mail the new patient forms to the patient so they don’t have to sit in the office and fill them out, or even call a no-show. I bet this doctor leads the city in no-show first appointments.

The worst part about this whole scenario is that the doctor has no idea what is going on, and exactly how much money he is losing. He has let the FO designate his practice style, and in doing so is losing money hand over fist.

Its not a matter of micro-managing, but a matter of just managing. Put some standard operating proceedures in place, and stick to them. Keep your front office staff accountable for their actions, and make them aware of the vision you have for the business. That is part of owning a business.

As for the dentist, make sure to collect the NAME, ADDRESS, PHONE NUMBER, AND SOURCE of every call into your office from a new lead whether they schedule or not. You would pay hundreds, if not thousands of dollars for a list of people interested in your services, so take advantage of the ones who come to you (after all, you pay people like me to drive call to your office). Ask for the appointment, and if they do not appoint, or no-show, you have a backup plan, and a name of a person you know is interested in making their mouth healthy.

Have a profitable week!

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EMC Dental Marketing is a full-service Dental Practice Marketing, Dental Advertising, and Practice Management agency that focusses on solving a dentists top 2 problems - attracting new patients and retaining the patients they already have.