The mistake is always made that other people value the profession you are in simply because you understand its importance. The reality of the situation is that is not true. It applies to thousands of professions but especially in dentistry. This is one reason (of many) I believe people within the dental profession are unintentionally causing consumers to not value it at levels they should. Today I want to explain that statement further utilizing hygiene appointments at your dental practice.
To begin, even some of the most successful dental practices have trouble keeping their hygiene schedule filled. There are exceptions (of course) but even if you do not have an issue the information in this article will still help your hygiene department grow.
Now let’s get started …
Routine Cleaning. 6 month cleaning. 6 month checkup. Hygiene appointment. Hygiene Cleaning. All of those terms are used every day in dentistry and nobody thinks twice about it. That is how it has always been done and is another example of things that occur daily within the practice environment that reinforce the lack of perceived value consumers have of dentistry. In fact, the only people (for the most part) that see value in the terms listed above are people within the dental profession.
People within the dental profession know the importance but people outside the dental profession do not. If you tell me, “Routine Cleaning” I immediately wonder why I need you as I just brushed my teeth last night. Not one of the above terms places any value on what the appointment actually is, what it does, what it helps prevent, what it provides, why it is important and the list goes on and on. It simply does not place value in the mind of the consumer (patient). As a dental professional, you see value but the vast majority of consumers (patients) do not.
Let me get a little off topic for a brief moment.
Not only does lack of perceived value for hygiene appointments affect your dental practice, it also affects companies within dentistry. For example, how does Invisalign®, an $800 million dollar company, grow 30% in six months with literally only one simple thing changing inside dental practices?
The answer is if people saw more value in their hygiene appointments they would show up at much higher levels and they would spend money on necessary treatment at higher levels. Right now Invisalign® is an $800 million dollar company with only 30% of consumers spending money at a dentist (this includes specialities by the way). Imagine what would occur if 45% of consumers spent money at a dentist, 50%, etc, etc, etc. The only way that happens is if dental professionals learn how to place more value on their profession in the minds of consumers.
Ok, let’s get back on today’s topic.
Oral Cancer Screening & Advanced Professional Cleaning Appointment. Gum Disease Prevention and Professional Care Appointment. Simply changing what you call your hygiene appointments and learning how to verbalize this to your consumers (patients) will instantly have a positive impact on your hygiene schedule because it places more value in the mind of consumers (patients). This is one example of hundreds you can implement into your hygiene department alone that will instantly place more value in the minds of your consumers (patients).
About the Author:
Brian Wright is a national keynote speaker and Founder & CEO of BizBlitz. His business executive experience has included roles as President, CEO, Vice President, COO and Director of Global Operations for companies inside healthcare and outside of healthcare. His expertise includes consumer behavior and employee motivation pertaining to the biology of the brain, business development, operational refinement, team building, marketing, protocol implementation, statistical analysis, business coaching, sales and much more. Mr. Wright has also founded multiple successful start up companies all focusing on how to help business owners increase their efficiency, profitability and growth. His diverse background provides a unique perspective to business owners in and out of healthcare.