practical advice for surviving a recession - 1
It could be argued that private dentistry is at a greater risk as some patients may view their dental care as a discretionary spend that can be stopped or temporarily postponed; coupled with the assumption that private dentistry has only truly started to grow since the first new contract in 1990 and then the subsequent cut in NHS fees in 1992, modern private dentistry has never had to endure a full blown recession. But enough of the doom and gloom, what do we do about it now?
It is vitally important to remember that we are a people business. We do not sell planks of wood but a caring service provided by people, for people. Therefore, for me, it’s time to get back to basics! It’s important to focus on good, clear, personal communication – remembering that it is normal for even a regular patient to be mildly anxious when they attend the practice and important that they understand exactly what you say. If possible, remove any gaps in communication by walking the patient back to the reception desk and talking to the receptionist personally about the next steps for the patient’s dental care. This will greatly help the receptionist to secure patient compliance with the proposed treatment schedule ahead.
It is also helpful if the dentist discusses treatment options AND costs with the patient. I appreciate that many dentists do not like discussing money with patients but someone has to and the dentist is in the most appropriate and informed position to do so.
Let’s ensure that we are listening to our patients. This can be via both formal and informal methods. Formal methods, such as patient questionnaires and surveys, can be very effective, yet so can something simple such as a ‘frequent comments log’ where the practice team can record any comments or suggestions that are heard repeatedly – prompting you to do something about them.
Try to tighten up procedures. For example, when a patient has finished a course of treatment, book them in six months ahead or whenever you feel is appropriate for their examination whilst they are with you in the practice, rather than waiting to send a recall. It may also help to send a reminder by phone or text nearer the time. Loose procedures lose patients and can make it difficult for them to return.
Finally, leave your patients feeling special by making an effort to remember anything that they tell you about their social history, as well as their clinical one. Ask about that holiday or new grandchild next time they visit.
Once the basic foundations are set in place, it’s then time to look at the bigger picture. My next article on ‘Surviving A Recession’ will focus on ‘Are We Doing Enough?’.
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