According to Dr. Robert Cialdini’s Liking Principle,* we like and prefer to do business with people who are like us. We are attracted to those who share similar interests, opinions or background. And we are more likely to comply with their requests.

Patients who feel you understand and like them will relate to you and think of you as a friend. They will be more likely to refer others to your practice.

Relationships Grow. Start with Small Talk. Have a 3-Minute Conversation 

Opening lines:

• “What keeps you busy?”
• “What do you do?” After the patient responds say: “Wow! That sounds hard.” This works well.
• A compliment: “I like your shirt. It’s beautiful.”
• Talk about sports, weather, pop culture, any immediate shared experience.

If you ask questions and listen, and draw patients out, they’ll think you’re a great conversationalist.

A true conversation superstar…

• Greets patients by their first name. It delights them.
• Is attentive and gives eye contact
• Shares the conversation pie. Give them three-quarters. Be more interested than interesting.
• Makes active and engaged expressions.
• Repeats back what they hear and follows with questions.
• Makes a declarative statement: “The Yankees don’t stand a chance” and seeks the other person’s opinion, “What do you think?” 

Have your conversation last because last impressions last longer.
They may not remember to floss, but they will ALWAYS remember how you made them feel. And tell their friends.

Exits like a pro.
When you want to excuse yourself, wave a white flag, like in car racing, to indicate they have only one more lap and then it’s over: “I only have a couple more minutes until another appointment, but before I go, what do you think is the No. 1 reason why… (resume what you are chatting about).

Say good-bye with a warm smile and a warm wish: “Have a beautiful day.”
*Influence: Science and Practice (5^th Edition); Allyn and Bacon, 2008.

Today’s Chuckle

Your Patients Control Online Conversation. And You Need to Jump In.
Reading time about three minutes 
Social networks like Facebook, Yelp, Vitals and Google have dramatically changed the way business communicates. Today, your online business reputation is based on what you say and what your patients say about your practice.

It’s a two-way conversation — your practice can broadcast the message they want people to see. And so can your patients. There is a democratic nature to social, with brands, consumers and everyone having an equal voice in a shared space.

Practices with successful social media programs (1) manage their reputation, and (2) use it to create brand equity: community awareness, loyalty, added value, personality, and professional leadership. And to attract new patients.

Today, consumers can talk to brands or to their health care professionals online and vice versa as if they were chatting with friends. Earned media — like online mentions, patient reviews and shares — encourage consumers to advocate for the brands and practices they care about most.

However, a customer can also let everyone know they had a terrible experience. Responding effectively to a negative review with positive feedback is essential for success.

Consider this.
How many times have you tried to contact a business to discuss a negative issue but they didn’t answer? And how angry were you that you couldn’t reach them?

Same with a patient. Not responding to their negative review is worse than having a phone line that doesn’t answer. Besides, thousands of people can witness your neglect in a very public forum.

Our advice: Sure it stings, so cool off for an hour. Then, within 48 hours, respond thoughtfully and warmly. And invite them to call your office for resolution. Your prospects are watching.

 “Dear Doctor, What people see online matters. And they put their money where their trust is. Consumers of all age groups trust online reviews as much as personal recommendations.* This is a huge shift in thinking.

“The worst thing you can do is nothing. To ignore your business’ social reputation is like turning up the radio when you hear a noise coming from your engine: The longer you ignore it, the worse and more expensive it gets (and by expensive we mean lost patients).”
*Bright Local 2018 Local Consumer Review Survey. Age groups: 18-34, 91%; 35-55, 79%; and 55+, 61%.

“Your Friday Brief” is published by Smile Reports. We provide tested, proven online reputation management and Facebook services to dental practitioners and partners nationwide. Learn more at SmileReports.com. 

What, exactly, will attract new patients to your practice? The answer is: Ask the patients you are seeing now what attracted them.

They’ll tell you, though, to find out you’re going to need to know them better. Three extra minutes visiting with patients about their interests, family and activities, can comfortably relax the conversation and lead to asking what brought them to your practice the first time. Their answers will surprise you. And guide you.

Getting to know your patients better makes sense. You’ll create a composite persona of your ideal patient and learn, in their words, what distinguishes you from your colleagues. This is your unique brand identity. Your brand informs your marketing and puts you in front of prospects who are just like your patients.

Then gather intelligence: Read your colleagues’ reviews, look at their photos, see how they respond to happy and unhappy patients (most don’t).

Next…

Build your online presence and put your unique brand identity in front of more prospects. On your website add a short blog, stream ⭐⭐⭐⭐⭐  reviews on your home page… send a healthy newsletter to patients monthly, open a Twitter account and send healthy tweets. Add photos to Yelp with captions.

Source: nytimes.com/guides

Today’s Chuckle

This patient review is tricky. How would your respond?
Reading time about six minutes 

⭐⭐ Patient Robert reviews his visit to Your Smile Design on Yelp
“Good: Clean office, professional and friendly receptionist. Easy to get an appointment.

“Bad: I went in for an annual cleaning. I suspected that I had a cavity. The first person that reviewed my mouth (a dental assistant, I’m assuming) confirmed that, yes, I had a cavity.

“After the cleaning, the doctor came in to chat. She didn’t mention the cavity at all. I asked her about it, she said there was no cavity and that was it. Sent me on my way. I didn’t like her breezy attitude — she didn’t confer with the assistant (who was right btw) or seem concerned at all.

“I found another dentist who quickly addressed my cavity. Your Smile Design is ok if you’re looking for a doc-in-a-box approach to dental care. But I wouldn’t recommend them for anything significant.”
Posted by Patient Robert 3/12/19

Dr. Elise Fraser responded to Patient Robert on 3/14/18. Here’s what Dr. Fraser said:

“Dear Robert,

“Thank you for your review. Feedback like yours certainly helps us continue providing the very best service possible.

“While I cannot go into the specifics of your visit due to privacy reasons, having reviewed your x-rays again, along with the other doctors at the practice, I stick to my original clinical assessment that your tooth was not in need of treatment for a cavity at this time.

“My approach to dentistry is to exercise professional caution and to only render services that I feel are clinically necessary; I owe that to all of my patients. I am always available and would be happy to discuss the details with you over the phone or in person, at any time.

“I enjoyed meeting you and having you as a patient, and wish you the best in the future.”
Elise Fraser, DDS

Dr. Fraser’s solid, caring reply to Robert is impressive. Now Robert realizes that Dr. Fraser’s assessment was perhaps right, and wonders about that second dentist.

A close look at the Your Smile Design review page on Yelp shows thank you notes from Dr. Fraser to many happy, grateful patients, answers to dental care questions, lots of photos, a short video, and office hours (including extended hours). It’s a setting certain to attract new patients.

Warm notes exchanged between the dentist and pleased patients deter grumpy patients. Robert’s review is the only negative on Your Smile Design and will be pushed down as new reviews are added.

We think Robert will return to Dr. Fraser’s care. Without Dr. Fraser’s reply he could have gone south easily.

“Dear Doctor: To avoid a patient’s negative review and the distraction during your busy day, turn to professionals for help. You can’t control what an abusive reviewer says but a savvy pro can put you in the driver’s seat to direct the overall flow of the conversation. It’s what we do best at SmileReports.com.”

“Your Friday Brief” is published by Smile Reports. We provide tested, proven online reputation management and Facebook services to dental practitioners and partners nationwide. Learn more at SmileReports.com. 

From 2017 to 2018 the number of consumers who searched local reviews daily doubled. Weekly search increased 28%. Monthly increased 37%. Young shoppers are busiest. A whopping 81% of 18 to 34-year-olds check local business reviews every week.  

Trust. 91% of 18 to 34-year-old consumers trust online reviews as much as personal recommendations. BUT consumers, in general, say they require an average of 40 online reviews to trust a star rating. It’s more likely, though, they will read no more than 10 reviews to make a considered decision.

Recency counts. A steady flow of fresh reviews is necessary to impress new patients. 40% of consumers care most about reviews posted within the last two weeks. This figure has doubled in the last year. Reviews over three months old?  85% of consumers believe they are irrelevant.

Gotta ask. 96% of 18 to 34-year-olds leave reviews and say they are open to writing more reviews more often. BUT every review is equal, and by asking every patient to leave a review you’re likely to get more reviews quickly and naturally.  Overall, 59% of consumers have written reviews. Bottomline: Ask everyone to write a review of your practice. 
SOURCE: Bright Local, “Local Consumer Review Survey 2018,” December 7, 2018  

Today’s Chuckle

Team-Building News
Rules of Engagement
Reading time about two minutes 

The secret sauce for practice success is a highly motivated workforce. Employee engagement statistically correlates with profitability, productivity, retention, safety and, very importantly, patient satisfaction.

The bad news: In the U S a Gallup Survey found only 34% of employees say they feel fully engaged with their jobs. Many, the results say, clearly feel stuck in dead-end jobs. Conclusion: Most businesses fail to motivate the majority of their workers.

The most important factors in employee engagement:
Do they understand what is expected of them?
Do they feel their colleagues and management support them?
Do they believe they will be recognized when they perform well?

Get started today. Plan an employee lunch-town-hall meeting where everyone brings their ideas and is encouraged to speak up. Before the meeting ask each employee to share their ideas with you. This also helps you spot signs of team disenchantment, Remember, though, their ideas are their own and together you can implement the ones you like. Try this quarterly, more often is better.
SOURCE: The Economist, “Engaged or Vacant,” Page 55, February 16, 2019

“Dear Doctor: Build a legendary team that is committed and engaged. They will perform better and become you practice advocates. Their retention rate will be a key metric of your success.”

“Your Friday Brief” is published by Smile Reports. We provide tested, proven online reputation management and Facebook services to dental practitioners and partners nationwide. Learn more at SmileReports.com. 

And does. Online. On Yelp. She awards you one⭐ measly star and goes on and on about her experience at your practice.

Local review readers – your prospective patients – believe what Betty writes. Readers and complainers are kindred souls and crave drama. This can play havoc with a new patient’s first impression of your practice.

Until you reply to Betty’s vent the public concludes you are neglecting her. So your speedy response within 24-36 hours is critical. Be thoughtful and diplomatic (even though you don’t want to be). This shows everyone, especially Betty, how professional and respectful you are  and how you care for your patients and manage your practice.

Right or wrong, Betty can harm your online reputation, unless you move fast! The good news: New ⭐⭐⭐⭐⭐ reviews push down any negative review that creeps in so it drowns in your “sea of excellence.”

Today’s Chuckle

YOUR GOOD DEED FOR TODAY: TELL THIS TO YOUR PATIENTS 
That $35 prescription could cost only $9.
Reading time: About one minute 

Many patients are unaware that their prescription medicine can often cost less than their insurance copay.

That’s mostly because pharmacists have been contractually restricted by insurers and drug industry administrators, called Pharmacy Benefit Managers, from telling patients when there are lower cost options than insurance.

Pharmacists have long been uncomfortable with this onerous “gag clause” restriction. However, the new  Patient Right to Know Drug Prices Act now allows pharmacists to tell their patients when truly affordable alternatives are available. Some portions of the law, though, won’t go into effect until 2020.

Pharmacists say they are relieved and pleased to now be able to tell their patients about these money-saving new choices.

“Dear Doctor: Counsel your patients to ASK their pharmacist about lower cost alternatives for their prescription medicine. They will appreciate the savings and think of you.

“Your Friday Brief” is published by Smile Reports. We provide tested, proven online reputation management and Facebook services to dental practitioners and partners nationwide. Learn more at SmileReports.com. 
 

50% go to your website after reading positive patient reviews. Your home page is the gateway to your practice. Make it your best page. Use a larger type font because two-thirds of those visitors are age 55+)

63% trust online reviews as much as personal recommendations, especially when there are multiple reviews. Build cred. Show team and office photos with captions.

57% won’t contact a business with less than a ⭐⭐⭐⭐ average rating. Plus they want to see about 40 reviews before they believe your star rating is accurate. Recent reviews (under one month old) are a big plus.

89% read your responses to your patients’ reviews. Stay on top of your reviews. Respond professionally, politely and fast. Especially to negative reviews!
Source: brightlocal.com/research/local-consumer-review-survey

Today’s Chuckle

Lasting impressions make each patient’s visit memorable
Reading time: About two minutes 
Poet Maya Angelou:

“I’ve learned that people will forget what you said,                                  
 people will forget what you did, but people will                                       
never forget how you made them feel.”

Small gestures. Patients who receive something, even something small, like a new tube of toothpaste feel good about their visit. BUT research shows a second small gift, like a tooth brush or floss makes the patient feel special, and they go on their way with a better, longer lasting impression.

Say good-bye by name. “It’s always nice to see you, Ms. Jones.” Hearing this shows you like them. The patient then feels good about you, themselves and your practice. They are more likely to refer you and return.

As they get ready to leave, mention sunny weather and blue skies. “The weather is supposed to be really beautiful tomorrow. Enjoy the day!”

“Dear Doctor: Good patient care begins with your warm welcome which relaxes and improves a patient’s mood. The heart of caring, though, is your sincere ‘good-bye.’ This makes each patient’s visit memorable and imprints a lasting, positive impression of your practice.”

“Your Friday Brief” is published by Smile Reports. We provide tested, proven online reputation management and Facebook services to dental practitioners and partners nationwide. Learn more at SmileReports.com. 
 

A weekly compendium of tips and advice for dental practitioners

DO THIS to attract more patients… on review sites and on your home page

Reading time: Under one minute
When a patient says “Thank you!” in their review: Take five minutes to respond in your own kind words. Your acknowledgement thrills the patient. Prospects notice. It’s likely they’ve never received thank you messages from their dentists. Fact: Patient reviews are believed and trusted. They add a halo to your comments.

Expect interested prospects to visit your website. Welcome them with your best streaming ⭐⭐⭐⭐⭐reviews flowing across your home page. The more your reviews get seen online the more they encourage prospects to call for their first appointment. Wondering how to stream reviews on your home page? Ask us. Email support@smilereports.com. In subject line say: “Help me stream my best reviews.” (No charge, of course.)

When your team does community service, take plenty of photos. Post at least six photos on Google, Yelp, and Facebook. Add brief, warm captions that describe who your special patients are. Readers love to read captions because they learn about your practice.

PRACTICE-BUILDING STRATEGY             

How you can help ease their financial anxiety.
Call a local university and invite a qualified member of their faculty to coach your team at your practice on the fundamentals of sound money management. If not free as a community service, we’ve found the cost to be low.  

The rewards are very high, for your team and for the practice, because…

Credit counseling as a benefit…​
​shows management’s gratitude, eases financial stress and creates a positive feedback loop in your employee relationships. Employees notice the standards your leadership sets and follows.

When you recognize their challenges you cultivate an engaged, trusting and caring workforce. They reciprocate with gestures of appreciation like these: