Growth should be the primary goal of every dental practice. No matter how well things are going, planning for and promoting growth ensures that any setbacks do not completely derail you. Growth is also valuable because it keeps your practice lively with new patient energy and ensures your team stays engaged.

In Part 1 of this series, I discussed my first two tips for 2018 that encouraged developing a marketing plan and increasing whitening services. Keep reading for my final two pieces of advice:

Thrive in 2018: Patient Education and Experience

Use Digital Photos for Patient Education

Take the following series of six digital photos on all new patients:

1. Natural smile
2. Close up retracted view
3. Upper occlusal view
4. Lower occlusal view
5. Left buccal corridor
6. Right buccal corridor

Load the photos onto an iPad or tablet for patient viewing. This will convert the process from passive to active for the patient. Be prepared to hear two frequent comments from patients: (1) “Wow, I have never seen my teeth like this before!” and (2) “Yuck!”

Provide a Remarkable New Patient Experience

The first visit to your practice should be an awesome experience that helps new patients become more interested in their oral health. Take some time with your team and design a new patient experience that is more ideal.

Consider beginning with a simple office tour that shows the patient some services that are available. Include a new patient interview where a team member takes the time to get to know your patient and understand their ‘dental story.’ Make it a ‘wow’ experience where patients leave saying, “I have never been treated so thoroughly before!”

The four tips presented in Part 1 and 2 of this series are an excellent way to develop a thriving practice in 2018 and beyond.

As you begin to implement these recommendations, think of the following axiom: To achieve what you have never achieved, you must do what you have never done. Here’s to your success!

It’s my strong opinion that dental practices are either growing or they are in decline. A case could be made that there is a third option, staying the same, but with ever-rising overhead, staying the same is just another form of decline.  

In Part 1 and Part 2 of this series, I’ll share 4 specific tips that will help you thrive in 2018 and beyond.

Thrive in 2018: Marketing and Whitening

Develop a Comprehensive Marketing Plan

New patients are necessary for a growing practice. Oftentimes the difference between a good practice and a thriving practice is the volume of quality new patients.

Spend some time crafting a comprehensive marketing plan that includes internal, external, and digital marketing activities. In my own practice, our most effective internal marketing strategy is the dentist calling all new patients and any patient who receives an injection on the evening of treatment.

An effective external marketing strategy for us is making NFL-quality mouth guards for our local high school football team. Also, one very effective digital marketing strategy has been getting online patient reviews. An appropriate marketing budget for a growing practice is 4-5% of revenue.

Embrace Whitening

Growing your whitening business is a great way to attract patients. Here are 3 simple things you can do to increase the amount of whitening treatments you perform:

1. Take a shade match at the beginning of the hygiene appointment. Then show the patient their current tooth shade on a shade guide organized chromatically from dark to light.
2. Value-price whitening. Consider value-pricing as a means of making it more affordable and accessible for your patients. The real economic benefit is the restorative and elective treatment that results from increasing your whitening.
3. Offer lifetime whitening. Consider offering free gel to your whitening patients, provided they keep their recommended hygiene appointments. This is a win/win strategy that patients love!

To be continued …