In the dental jungle there are 101 stories; this is one of them. Inside the dental jungle is where you will create dental practice profitability.
We follow Dr. Alex Middleton, the Guide, as he gives sage advice to his dentist friend, Dr. Edward Boyle.*
Alex sat with Dr. Edward Boyle in Java House in Nairobi, Kenya. They had just landed at Kenyatta airport the night before, stayed overnight at the Methodist Guest House in the posh Lavington district, and were awaiting the arrival of other mission team members from the US on British Air. They began to talk dentistry, what it was like back home and pretty soon the question that always came up was asked, “How do you do what you do so consistently? How do you achieve such high production numbers day in and day out?” Alex answered by asking Dr. Boyle, “Why do you want to know? Why is it important to you to be more productive?” Then Alex asked the main question to Edward, “What is success to you?”
As they talked, the focus began to revolve around having time to do everything Edward wanted to do in life. His interests were many; his passion was great for serving others and being mission-minded topped the list. To that Alex asked, “Ed, how much free time is enough?” If you want a fulfilled life, you need to carve out a schedule that allows you to be fulfilled in each area of your life and if you need more time to do what is your passion; you need to find a way to support your “free time activities” with your “productive time activities.” Alex felt that Edward’s main need was to solve the engineering issues of being productive as a dentist so that he could also be productive in the social and spiritual arena. With this in mind, Alex began to develop a prescription for success for Dr. Boyle. This is the first prescription.
FACILITY: THE TOUR – THE NPE
“What can I do to get to the next level?” Edward asked Alex. As they talked, Alex the Guide shared from the heart. He knew that to be successful, a dentist and team members have to connect with his or her patients on the first visit more than anything else. It sets the stage for all else to come in their business relationship.
“Borrowing” from Shakespeare, Alex explained that if life is but a play and we are all actors, then one of the most important plays is your New Patient Experience (NPE). Yes, we look at the NPE as a play with a script, with actors coming on stage at their proper time, on cue at the right moment. The end result of the NPE and the New Patient Tours through the office is a definitive result.
The tour of your office by your New Patient Coordinator establishes that you are unique. Your expertise is showcased by demonstrated social proof on the walls. Rapport is established and the goal of the tour is listening and understanding what drives and motivates the individual patient
The NPE has five parts: 1) The greeting; 2) the tour; 3) the interview; 4) the examination; and 5) the release. Just like in Big Game fishing, you want the new patient to be let go from the practice unharmed, able to return again for their next visit.
Structure your NPE as if it were a play and expect to get rave reviews at the end. Your intent should be to deliver a Tony Award-winning performance with your team each and every day for each and every new patient you receive thereby establishing bonds of trust and rapport with the new patient.
With Alex’s description of the New Patient Experience, Edward saw that he could grow his practice to the next level by engaging his own patients in a more personal and in-depth manner. Alex was right that this would make it easier to treat patients when their wishes were more completely understood. Dr Boyle appreciated fully, “It’s not about me; it’s all about them.”
*Excerpt from The $10,000 A Day Dentist
Guest Author: Dr Bill Williams
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