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Patient Surveys Produce Practice Management Tips
There’s no better way to find out exactly what your patients are thinking than to just come right out and ask them. With that in mind, we proceeded to conduct an informal interview at a local shopping center in Shrewsbury, New Jersey. With notebook and pen in hand, we were on a mission.
We randomly interviewed local patrons asking them the following questions:
- When you go to your dentist’s office what is your first impression?
- How does the office personnel greet you?
- Approximately how long did it take for you to receive a dental appointment?
- When your appointment is complete what happens?
- If there were one thing you would like your dental office to do what would it be?
After several hours of questioning shoppers, we were amazed at how many people were taken aback by the topic of questions. Practically every person we interviewed stated, “No one ever took interest in how I feel about my dental office.” As my partner and I looked at each other, we realized this marketing tool is virtually untapped in the dental profession. After all, corporate America regularly conducts public opinion polls on just about everything. Or so we thought. It is time the private dental sector steps up to the challenge and poll their most valuable commodity -- the patient.
We would like to point out this was an informal interview and, therefore, we will not furnish a statistical analysis. This information is simply to provide you with a basic idea of what patients are thinking and feeling.
The most common statements from our group are as follows:
1. When you go to your dentist’s office what is your first impression?
- “There is such a bad dental smell.”
- “Drilling sounds that make me quiver!”
- “How neat and clean it is.”
- “Some of the chairs are dirty.”
- “The furniture is definitely outdated.”
- “I’m glad there’s a TV!”
- “Could use some entertainment to take your mind off the drilling.”
- “It’s old and creepy looking.”
- “Very state-of-the-art looking but cold feeling.”
- “It’s nice, but I can’t wait to leave!”
2. How does the office personnel greet you?
- “Generally very nice. They say hello and tell me to have a seat.”
- “I hate that glass divider that separates them from me. Most of the time they do not even acknowledge someone has just walked in!”
- “I have to make my presence noticed.”
- “I tell them I am here and they say, “Okay.”
- “There is a sheet to sign in.”
- “Very professional and cordial.”
3. Approximately how long did it take to receive a dental appointment?
- “It’s hard to appoint around my work schedule, but it took about five weeks to get an appointment.”
- “Three weeks.”
- “If I don’t appoint after my visit -- forget it!”
- “Generally four to five weeks.”
- “It’s easier to get an appointment with the dentist, but for a checkup visit at least five weeks.”
4. When the appointment is complete what happens?
- “Nothing. I mean I get up and go!”
- “I go to the desk area and ask them if I should pay.”
- “I usually just leave. If I have to return for another appointment I usually just call.”
- “I bring my folder to the office girl and she bills my insurance.”
- “They hand me my chart with a slip and tell me to bring it to the desk. Then I pay.”
5. If there were one thing you would like your dental office to change what would it be?
- “Lower the fees!”
So what does all this mean? Well, for starters, our patients notice a lot more than we think they do. Patients tend to observe that which is familiar to them: the surroundings, including sounds, smells, décor and the overall warmth of the office. They have no idea how “superior” your clinical skills may be, but will quickly ascertain your interpersonal skills.
At the very least, your reception staff must have a “greeting procedure” in place for every patient: A firm handshake introducing herself and reciting the patient’s full name. If seated, the receptionist should stand when greeting the patient. Everyone wants to be acknowledged and feel important.
In our interview, it was evident most people were waiting five or more weeks for an appointment. This is an unacceptable period of time to let your patients wait. There are many factors contributing to delayed appointments to name a few:
- Inappropriate scheduling
- Inadequate staffing
- Underutilization of staff
- Miscommunication of procedure time
- Inadequate equipment
Just as your office should have an entrance or greeting protocol, you also need a dismissal procedure for your patients. Every patient should be escorted from the treatment room to the front desk by clinical staff for necessary financial transactions. This is a critical step in collecting fees and follow-up with patients. Far too many patients are exiting themselves with improper collection for services rendered or no collection at all. Always dismiss your patient by his or her full name and leave them with a lasting good impression.
It is obvious by the overwhelming response to question five that patients want more affordable dentistry. Obviously, your services are well worth the fees and you have no control over employer benefit packages. Unfortunately, patients do not understand why your fees are what they are. They do not identify with clinical ability or cost of materials. So, what do you do in this case? Stand firm on your fees and offer plenty of choices and flexibility in payment options.
In a nutshell, it pays to ask your patients exactly what they are thinking. Extending yourself just a little motivates your existing patients and draws new patients to contact you!
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