Does this resonate with you? "I'm offering all these great
services, I have the latest technology, and my fees are low but
I'm still not getting any traction with patients". It is certainly
something I hear a lot when I begin the consulting and coaching
journey with my dental and healthcare clients.
Now, these dentist and healthcare clients are generally very
experienced and technically excellent at their chosen craft, so
commonsense would hold that acquiring new patients and retaining
their existing ones should be a no-brainer right? Unfortunately,
as is the case in most aspects of business, things are not so
cut-and-dried.
If a dentist’s prices are competitive, their technical skills are
solid and they have all the latest and greatest technology, but
they're still not gaining traction with patients, perhaps patients
don’t place the same level of importance on the same factors that
dentists do.
What is it that then that patients hold to be most important? In
terms of the “Client Value Pyramid”, the following factors are
what research tells us our patients consider most important when
visiting and choosing to stay with a dentist or any health
professional. In order of importance these are:
1. Communication/care and attention/Putting them at ease. This may
seem like a no-brainer to patients, but it is a huge factor that
tends to be overlooked by busy healthcare professionals. Dentists
need to remember that when patients attend the dental office they
are often at their most vulnerable and are as much seeking
reassurance from the dentist and their team, as they are seeking
treatment for their condition. In fact, communication was rated as
important by some 90% of survey respondents. From a client value
perspective this factor informs and reduces anxiety.
2. Pain control. Let's face it, many medical and dental procedures
can be uncomfortable for patients and for the most part, no one
likes to be in pain. It is no wonder then that 73% of respondents
rated this factor as important to them. Clients see value in this
as it addresses needs around reducing anxiety and reducing their
risk.
3. Safety/Infection Control. Beyond your business's duty of care
to your patients, one of the key tenets of health care is to “do
no harm”. For the most part, infection control can be considered a
core business for a dental office, and this is the way patients
see it too. Addressing this concern adds client value by reducing
risk, reducing anxiety and enhancing wellness. Nearly 73% of
survey respondents rated safety as important.
4. Technical Competence. This is the factor that dentists and
health professionals tend to pay an inordinate amount of attention
to. The reality though is that patients simply expect a minimum
level of perceived technical quality and competence. Once that
minimum level is met, any further gains in patient satisfaction
are marginal as patients find it difficult to evaluate technical
quality. This factor addresses value derived from therapeutic
value, anxiety reduction and quality. It may also add value by
enhancing attractiveness depending on the nature of the health
professional.
5. Convenience/Extended Hours. Research has found that three of
the four least important factors when patients make a decision
about their health professionals were opening hours, waiting time
and time spent with the health professional. That is not to say
however, that this factor should be ignored as it adds value by
providing access, simplifying client activity and reducing the
effort clients need to expend.
6. Facilities. Again, this is a factor to which an inordinate
amount of attention is paid by dentists. The reality is that the
importance of facilities is more of a factor for staff than
patients. Certainly, research suggests that it is not considered
to be as important as other factors in determining patient
satisfaction the clinic facilities, for example the neatness,
comfort of seating, magazine selection, background music etc. have
been shown to influence patients. Value is added by addressing
client sensory appeal, and may contribute to the perception of
safety.
7. Cost/Price. For most businesses this cannot be ignored but
comes in low on the list of factors that patients consider. For
the most part patients use cost as a proxy for quality. The two
lowest-rated items are 'Knowing in advance what the fee will be'
and 'Believing that the fees are appropriate'. Again, cost is seen
as a proxy for quality and value can be gained by thoughtful
pricing strategies.
The Sage Advice Takeaway
The seven factors above address certain consumer value elements.
The more value elements that a dental office (or any business for
that matter) can satisfy the greater will be the clients' loyalty
and the higher the business' sustained revenue growth.
Let's Talk
If you’re ready to take the next step in growing your dental
office or DSO we’d love to hear from you.
Click here, or follow this link to schedule a time to speak with Hendrik.
https://calendly.com/sageconsulting-hendrik
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