News

ARTICLE
Date	ArticleType
12/15/2016	Modern Dental Business
Building a Brand that Builds Loyalty!
Building a Brand that Builds Loyalty!   Our dental-care will evolve more in the next 20 years than in the previous 50. On the horizon is a bright and exciting future…with the qualifier…that we must be willing to embrace growth and change. This change involves a high-touch, high service, and high care patient experience…not just fixing teeth! There is a buzz of fear in the dental industry. Many dental teams fear they are going to lose their existing patients to new doctors, group practices and corporate dentistry. The truth is patients who are happy with their dental office seldom leave. We lose existing patients only when we haven’t created enough of an experience to build loyalty. There are two exceptions…the patient has relocated…or they only came to your office initially because you were a participating provider of their insurance and are no longer. AND they only, only, only, only…did I say only…care about insurance coverage.   Happy patients as a rule our loyal patients. If we want our patients to be happy it is important to consistently deliver a good experience from the start. Notice I said good - not exceptional. The ironic part is the patient’s experience doesn’t have to be exceptional. Patients are happy with consistently good. Consistency reinforces expectations. When the patient’s expectations are being met they are happy and loyal. Consistency builds loyalty and trust…it builds a brand!   A brand is who we are; who we say you are; and what our patients experience consistently. It must be all three. It is in essence our reputation. It’s the 2 or 3 adjectives our patients use to describe our office…friendly, awesome, caring, high-tech, always late, always upsell. What do your patients say about your practice? What is your brand? If you don’t know it is time to find out. People are loyal to brands they like and trust. Is your brand worthy of your patients’ loyalty?   Let me give you an example. I love EVERYTHING about Heinz Ketchup…the color, the texture, how it pours and most important the taste. I can count on Heinz being the same every time. I am loyal to Heinz Ketchup. I would never, ever, ever even consider tasting another ketchup let alone buy it! Regardless of the cost, because I can definitely find cheaper; or the latest and greatest, or even Aunties homemade. Heinz meets my expectations every time so I am totally loyal. I ask you to take a moment and think about the brands you are loyal to and why. Let’s talk about cost for a moment. Marketing has sold us a bill of goods when it comes to cost. We are told to run ads focused on free or reduced. It’s not the cost that stops people from buying…or we wouldn’t see so many people with Iphones or Samsung phones glued to their ear…you get the picture. Cost is a deterrent when there is lack of value. Are you building a valuable brand? If you don’t already have a valuable brand or any brand for that matter there is no better time than the present to build one.   Doctors it starts with you clarifying your vision or dreams. What is the reputation you desire? Simplify it by reducing it to no more than two or three adjectives. If it is more than a few it will be confusing for your team and your patients and will not create a clear brand. Next involve the team in a team meeting setting. Share with your team the 2 or 3 adjectives that support your vision for your brand. Discuss as a team how you can create a consistent experience reflecting these adjectives with every patient at every visit. What do your patients need to see hear, touch, smell and taste to think, feel and experience the brand. I can’t stress this too much…consistency is key. If you don’t have consistency you have don’t have a brand. It is necessary to be consistent 5 out of 5 times with every team member, every patient, and every visit. Consistent and congruent with your people, services, amenities, systems/protocols, and transitions. It only takes one less than experience to weaken or diminish your brand and lose patient trust and loyalty.   For example, let’s go back to ketchup! If Heinz came out with a new and improved ketchup and stopped making their original…shuddering thought!   I would give the new and improved imposter one chance. If I didn’t love it…if it didn’t meet ALL my expectations for Heinz I would no longer be loyal. I would now be open to trying any new ketchup in town!   Build a brand your patient’s value and it won’t matter who comes to town!     Judy Kay Mausolf is a dental practice management coach, speaker and author with expertise in helping others get happier and more successful! She coaches dentists and their teams how to become better leaders, work together better and deliver service with more passion and fun which ultimately result in growing their practice. She is Past President of National Speakers Association (Minnesota Chapter), Director of Sponsoring Partners for the Speaking Consulting Network, and a member of the National Speakers Association and Academy of Dental Management Consultants. She is author of two books; “Ta-Dah! And “Rise & Shine!”, and a contributing author for many dental magazines. She also publishes a monthly newsletter entitled “Show Your Shine”. Judy Kay lives in MN with her awesome husband Steve who makes her special coffee every morning and Zoe…it’s all about me, 7 pound Yorkie!