2

Developing your medial practice is a multi-step, multi-phase endeavor. Without the proper planning,

you risk spending a lot of time, and money, without getting positive results. However, if you follow

the basic steps listed below, your efforts will not go wasted.

Phase 1: Setting the Groundwork

Step 1: Create an identity.

You want people to easily identify your practice by associating it with something specific like a special service you provide.

Step 2: Identify your patients.

Identify which patients you want to treat the most. You may decide that the older population is the patient group you would like most to treat.

Step 3: Explore demographics.

If you have chosen to treat an older population, are you in the right area for this plan to be successful? If you are located in an area where there are mostly young families, you probably will have a difficult time finding new patients.

Step 3: Research available media.

Try to find the most effective media available to you in the area you are in. If you find that the local newspaper is the most widely read periodical, you would benefit the most by advertising your practice in that newspaper.

Phase 2: Internal Practice Development

Step 1: Keep your theme consistent.

All your stationery, including business cards and brochures, should have the same logo, color and taglines. It will be difficult for patients to identify your practice if there is no consistency in your advertising.

Step 2: Create a brochure. Brochures are a hot practice development tool, but you must make sure that

they are really designed to sell your practice.

Step 3: Be friendly.

The members of your staff who deal with patients should always be friendly and courteous to patients. This includes you as well. Patients will feel more at ease and will have a high regard for a practice where the employees and dentist are friendly.

Step 3: Make a warm reception.

Your reception room should be clean, neat well-lit and warm. Be sure that magazines are current. You may consider putting a television in the area.

Step 4: Don't be late. It is very important that you are on time for each appointment. If an emergency

comes up, make every effort to explain to your patients what the situation is and offer an apology.

Step 5: Get rid of distractions.

During patient appointments, make every effort to give the patient your undivided attention. Tell your staff not to interrupt you during an appointment unless it is an emergency.

Phase 3: External Marketing

Step 1: Let your fingers do the walking.

If you have an ad in the yellow pages, be sure it is designed effectively and provides the proper information. Also, is it positioned to grab the attention of potential patients?

Step 2: Check your print ads.

If you have chosen to advertise in a newspaper or magazine, does the ad provide the appropriate information (hours, address, phone number, etc.)? Does it stand out from other ads? You want your ad to grab the eye of the reader.

Step 3: Reach out to the community.

Offer to give lectures at schools or clubs. You may consider attending local sporting or school events as well.

Step 4: Use direct mail. With a little research, you can identify a niche audience to whom you can direct your mail efforts.

Step 5: Use e-mail. You can use e-mail to confirm appointments, gather patient information or inform

patients of special offers or services you are providing.

Step 6: Hand out your card. You've spent a lot of time and money on creating your business cards, so

what good are they doing sitting on top of your desk or stashed in your wallet? Hand them out to people two at a time so they can pass one on to a friend or relative.

Phase 4: Be Creative

There are no specific steps here. This is where all your practice development efforts and creativity come together. For example, you may decide that the cost of a child's exam is the patient's age in dollars. The key here is to use your creativity.

Phase 5: Rules You Should Follow

Step 1: Listen and observe.

Pay attention to what your patients tell you. Are they getting the kind of service they expect from you and your practice? Is your competition gaining more patients?

Step 2: Keep track of things.

Any time you engage in some type of practice development campaign, track the responses you get to see what works and what needs work.

Step 3: Act now. Don't wait another day to implement your practice development strategies. Each day you wait is a loss of potential patients.