dentalblogs.com

When asked, “What makes your practice different?” most dentists respond, “I build relationships with my patients.”

But what does that mean?At dictionary.com, “relationship” is defined as “a connection, association, or involvement” between two people.

Your barista at Starbucks interacts with you, and so does your barber. Is that the kind of relationship you build with your patients? Your mother has a connection with you. Would a similar approach make for a healthy dentist – patient relationship? Of course not, on both counts.

How do you effectively build a strong bond, that personal connection, with your patients?

General Business Advice for Client Relationships
Diane Helbig, a professional coach, wrote the article, “7 Tips for Building Relationships & Guaranteeing Repeat Business,” which appears on cosemindspring.com. Her recommendations include:
• asking the right questions,
• giving customers what they want,
• offering services that meet your clients’ needs,
• doing what you say you will,
• letting new customers know what’s going on in the process,
• going above and beyond,
• and being appreciative.

Dentistry-Specific Advice for Relationship Building
This general business advice easily translates to dentistry. These resources contain dentistry-specific information on relationship building.

1. The International Dental Journal’s pdf from 2005 outlines a more dentist-specific approach to the relationship issue, based primarily on communication. The abstract states: “Besides technical expertise, the success of dental care depends on the behavioral patterns of the dentist and the patient and the way they interact with each other.” It goes on to say that communication is a key concept. Download the pdf files here.

Communication
Quality Care

2. This two-part blog by Dr. Smile  presents some scenarios and tips for building good relationships with patients. It’s an interesting approach.

3. An article by Robert Salois, published in Journal Dentaire Du Quebec in March 2002, addresses the idea of the dentist-patient relationship changing through the years.

4. April’s issue of Dental Economics featured an article about Boger Dental out of Plymouth, MN. Written by editor Dr. Joe Blaes, the article is titled, “It’s all about relationships!” Dr. Blaes quotes Stephen Covey, author of Seven Habits of Highly Effective People, reminding us to “Seek first to understand, then to be understood.” The article goes on to discuss the principles and philosophy of Boger Dental. It’s worth a read!

Define Your Approach
Your unique approach to the dentist-patient relationship will not make your practice better, per se. Marketing guidelines established by the ADA and many US states specifically prohibit statements of superiority. That’s not what we’re talking about here. By defining your ideas for relationship building, you can develop a unique approach that follows your philosophy, converts “shoppers” to patients, and boosts retention. Your unique and sincere approach to relationships can set your practice apart. But only you can define what your unique approach is.

Don’t Stop There
After defining “dentist-patient relationship building” in your own way, you must get your team on board with your concept. Have you ever visited a medical office or business office in which the support team’s customer service and attitude are strikingly different than the owner or practitioner? To send the right message to your patients, your team must embrace your philosophy.