Last Friday, we hosted our Meet Me at the Winery event, where we stepped away from the operatory to talk about practice growth, patient care and implementation.

One of the ideas we discussed was the importance of looking at every part of the patient experience through the patient’s eyes.

We often become so accustomed to our own environment and routines that we stop noticing what our patients see, hear and experience.

So, here is my question for you today:

When was the last time you walked through your entire practice as though you were a patient? I recommend doing this at least once a year!

And I mean the entire experience, not just the appointment itself.

Before the Appointment

Start with the very first interaction.

Is your website easy to navigate? Is it easy to find your contact information, understand your services and request an appointment?

What happens when someone calls your practice?

Have you ever called your own office, or have someone call for you, and asked a few questions as though you were a potential new patient?

The person answering the phone is often the first human connection someone has with your practice. A warm, helpful voice can immediately build trust. But a rushed or unfriendly interaction can cause a potential patient to shut down or choose another practice in a matter of moments.

Then, look at the arrival experience.

Do you have a welcome package ready for new patients that highlights the services and products you provide?

Is parking easy? Is the entrance clearly marked? If your practice is difficult to find, have you sent a photo showing exactly where you are located and where patients should enter?

Once they arrive, is the reception area clean, comfortable and welcoming? Is there anything educational or interesting for patients to look at while they wait?

And don’t forget the bathroom!

How many times have you been in a bathroom with nowhere to hang your purse, coat or belongings? Something as simple as a hook and a clean space to set something down can make a difference. That is a big pet peeve of mine!

Throughout the day, is someone checking the bathroom? Is the counter clean? Does the garbage need to be emptied? Are the supplies fully stocked?

I once stayed at a lovely bed and breakfast where everything appeared beautifully cared for. But when I lay down on the bed and looked up, I noticed that the ceiling fan was covered in dust.

It was a good reminder that sometimes we need to change our perspective to notice what others see.

During the Appointment

Now think about your patients lying back in the dental chair. Have you ever taken a moment to sit or lie in the chair yourself and experience the operatory from their perspective? What do they see, hear and feel?

How can you show each patient that you were expecting them and that today’s appointment was prepared specifically for them?

Personalization can be very simple.

You might say:

“Mrs. Jones, I’ve been thinking about your black-line stain, and I have something I would like you to try. We now know that oral probiotics may help those who have black line stain.”

Or:

“We’ve just brought in the new Woodpecker air-polishing technology, and I couldn’t wait to use it with you today. I think it will be especially helpful with the staining you get.”

At the winery, we discussed oral probiotics and how we introduce samples. Rather than handing someone a handful of samples as they are walking out the door, prepare them intentionally.

Place the recommended samples and instructions in a bag with the patient’s name on it. Explain why you selected that product specifically for them and how you would like them to use it.

Think about the difference between:

“Here are some samples you can try.”

And:

“I prepared this for you because of the dry mouth you’ve been experiencing. I think you could benefit from trying it, and I would love to hear how you are doing when we follow up.”

One feels like an afterthought. The other feels like personalized care.

After the Appointment

Then, consider what happens once the appointment is over.

If you have recommended a product, how easy is it for the patient to access it?

Are we sending them into an enormous oral health aisle and expecting them to determine which product we meant or are we making it easy for them to follow our professional recommendation?

I have never gone to my optometrist and been told to drive somewhere else to find my glasses or the products I need for dry eye. The products are available right there because they are part of my care.

We should think the same way about oral health.

If someone requires interdental aids, use the Curaprox IAP sizing probe to measure the spaces and personalize the recommendation. If they use an Oral-B iO power brush, have the correct replacement head available. If you are an Oral-B Professional Partner, provide the postcard and QR code so they can easily order the products you recommend at professional pricing.

This doesn’t mean we need to give everything away. We can charge for the products we provide, in accordance with the regulations in your province. However, our recommendations must always be based on the patient’s needs, not on our financial gain. Providing these products is about sharing professional pricing and making it easier for patients to access what we recommend.

Providing the right product conveniently is not simply about selling something. It is about helping the patient follow through with the care we have recommended.

Your On-Track Tuesday Challenge

Sometime this week, walk through your practice as a team.

Start before the patient arrives and continue through the appointment and everything that happens afterward.

Call your own office.

Navigate your website.

Sit in the reception area.

Use the patient bathroom.

Lie back in the dental chair and look around.

Listen to the language your team uses.

Look at how products, samples and recommendations are presented.

Ask yourselves:

What makes our patients feel expected, understood and cared for?

Then identify just one improvement you can make to the before, during and after experience.

Sometimes it isn’t a major renovation, a new piece of equipment or a complicated system.

Sometimes, it is a hook in the bathroom.

Have a great week, everyone!

Warmly,

Kathleen

Kathleen Bokrossy, RDH, BSc ~ President, rdhu

Your Professional Growth Partner™