Orthotown September 2022 - 67
by Jay Geier
Jay Geier is a world authority on
growing independent practices to
keep for a lifetime of revenue or
sell for maximum value. He is the
founder and CEO of Scheduling
Institute, a firm that specializes in
team training and doctor coaching to
help people reach their full potential
by uncovering blind spots holding them back and limiting
growth and profitability. To schedule a front desk audit for
your practice, go to auditmypractice.com/otown.
Your Success
Is on the Line
A great end-to-end experience starts on the phone
In the July/August issue, I talked about three ways
to grow a specialty practice. The most important is to
deliver a great end-to-end patient experience that ensures
continued referrals from general dentists. That point
deserves some elaboration.
Your clinical expertise and experience are, of course,
the key determining factors in the quality of orthodontic
treatment the patient receives. However, your team
determines the quality of the overall experience the
patient receives through the many more interactions
they have with the patient-phone calls, conversations,
decisions and actions-than you do. Even gestures and
nonverbal communication are important. When any of
those touchpoints don't impress the patient or parent,
the referring dentist will hear about it.
Likewise, your people need to impress referring
doctors and their team members who interact with your
team to coordinate care, paperwork, schedules and maybe
even insurance benefits. If the general dentist's team
doesn't respect the competence and efficiency of your
team or thinks they're a hassle to work with, the dentist
will hear about that, too. Over time, the negativity will
wear down that relationship, no matter how much your
colleague respects your clinical prowess.
As a specialist, you'll rarely if ever get walk-in patients;
their first contact with your practice will most likely be
over the telephone. This is also true for interactions with
referring offices. Most practice owners think it's enough
if their team members are personable on the phone, but
this is not the case. Sure, you want your people to be
friendly, but you want patients to recognize that your
business has many other positive attributes, too.
Every interaction, starting with that first call, is
a reflection of your organization's culture. And your
culture determines how patients and everyone else who
interacts with the business feel about you, your team
and the caliber of your practice.
http://www.auditmypractice.com/otown
Orthotown September 2022
Table of Contents for the Digital Edition of Orthotown September 2022
Orthotown September 2022 - Intro
Orthotown September 2022 - Cover1
Orthotown September 2022 - Cover2
Orthotown September 2022 - 1
Orthotown September 2022 - 2
Orthotown September 2022 - 3
Orthotown September 2022 - 4
Orthotown September 2022 - 5
Orthotown September 2022 - 6
Orthotown September 2022 - 7
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Orthotown September 2022 - Cover3
Orthotown September 2022 - Cover4
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