A good post by Hilary Ford on the new Blue Horizons blog. It’s so easy to spend time, energy and cash searching for the next client or customer that you risk neglecting your current customers. Never ever forget the value of internal marketing, how many dentists have had patients say to them or their team, “Oh do you do that sort of thing here? I just thought you did routine things.” If they don’t know how can they ever ask?
In with the new, out with the old?
“More business is lost every year through neglect than through any other cause. ” Rose Kennedy, American author
Our thought for today – make sure that, in your quest for new patients and new business, you do not neglect the ones you already have.
It can be very easy to get carried away with the thrill of a new marketing campaign. It’s new, it’s exciting, and – if done well – it should reap rewards. However, it is also all too easy to go too far – to spend so much time and effort on trying to attract new patients that you neglect your current ones, simply because there is not enough time left to tend to their needs. (Please note we are referring to customer service needs, not clinical needs.)
This can happen with any business. At Blue Horizons, we are often asked to take part in seminars, exhibitions, and other events that would keep us well and truly in the public eye, and which would undoubtedly attract new clients. But we have actively decided to limit our appearance at these events, simply because they take up too much time. And we would rather spend that time looking after our clients, making sure that their needs are being met and giving each assignment the time and attention it deserves.
As dentists, you need to ensure that your current patients feel valued. They need to know you have their best interests at heart, and that you are still the best practice to meet their needs. This means carrying out internal as well as external marketing – keeping patients up to date with what is happening at the practice, reminding them of how you can help them to smile with confidence, telling them about new services, and confirming that when they chose your dental practice, they really did choose the right one.