We ask people all the time about why they prefer to go to Starbucks and wait in line for the chance to shell out $6.00 for a fancy cup of designer coffee, when they could just as easily zip in for a faster, cheaper cup of coffee at the coffee shop right across the street. They give us three answers…every single time. Let’s call them “the 3 C’s.”
Starbucks is consistent. Customers always know exactly what they’re going to get, how it will be served, and what it will taste like – no matter where in the world that particular Starbucks is located.
Starbucks is convenient. There’s one on just about every street corner, and they conveniently offer not only coffee, but also snacks, non-caffeinated beverages, and food that appeals to everyone, even children.
Starbucks is comfortable. Each store has comfortable furniture, good music, free Wi-Fi, and a worldly, sophisticated feel. It’s a great place to meet people casually, as well as for business.
What might these “3 C’s” look like in your dental practice?
Consistent
Consistency means hitting the same mark, the same way, every single time. Your patients know they can count on you to provide the same service you always do. Just imagine…
- Your patients rave about the fact they never have to wait to be seen at your office. They arrive on time, consistently, because they know you will, too. You respect one another’s time.
- Your patients are greeted warmly, by name, the minute they enter the office.
- Your hygienist gives the best cleaning ever, every time.
- You always provide reminder phone calls, text messages, emails, and post-op calls to every patient who’s had an injection; post-treatment letters with instructions about how to protect their dental investment; email blasts announcing special services for proms, weddings, and graduations; a monthly newsletter with dental news, stories about your team, or even dental humor; and thank you cards signed by the entire team for successful patient referrals.
- Your office is always top-of-mind because your communication consistency is second to none.
Convenient
You may not have an office on every corner like Starbucks, but you strive to accommodate your patients without putting your practice in a bind. Conveniences include…
- Same day treatment, squeezing in time for the filling you found during the hygiene visit.
- Making calls to specialists to help patients schedule RCT, extraction, or periodontal evaluations (while at the same time creating a great referral relationship with specialists in your area).
- Tooth whitening services or products like home whitening trays, toothpaste, electric toothbrushes, and other products so your patients do not have to go to the pharmacy to purchase them. Continually reminding patients about refills during every visit.
- Flexible office hours to accommodate patients after work or on weekends.
Comfortable
Distinguish your practice from “the one across the street” by looking at the details of the environment you offer your patients. Take a look around…
- Is it clean? Are the walls freshly painted? Does it smell nice? Is there music?
- In reception, are the chairs clean, comfortable and in good repair? Is the color scheme soothing? Are the magazines up-to-date?
- Do you offer Wi-Fi? Is it HIPPA compliant, with a secure guest login for your patients?
- Do you offer chapstick during treatment, use scented gloves during treatment, or provide headphones or video goggles to distract from drilling noises?
- Can you provide your patients little courtesies like blankets and neck pillows in the treatment room or warm towels to wipe their faces after treatment? Hand held mirrors to adjust their lipstick and make-up.
- Are your treatment chairs comfortable? Would you be able to sit or lie on them for two hours?
- Is the atmosphere calm, pleasant, and happy, like a warm social gathering?
Sure, a dental office is not exactly the first place people expect to be delighted, but if you can concentrate on providing the “3 C’s” of Consistency, Convenience, and Comfort, you will distinguish your practice and create a loyal base of raving fans who happily refer their friends, family, and coworkers.
Are you looking for other ways to set your practice apart from your local competition? We have lots of ideas. At P&S Coaching, we’ve worked for over 25 years with practices large and small, helping them build thriving practices backed by loyal, happy patients.
We’d love to explore how we can help you transform your practice. Contact us today for a free consultation.
