Building a Brand That Builds Loyalty!\u00a0 Our dental-care will evolve more in the next 20 years than in the previous 50. On the horizon is a bright and exciting future\u2026with the qualifier\u2026that we must be willing to embrace growth and change. This change involves a high-touch, high service, and high care patient experience\u2026not just fixing teeth! It means building a brand that builds loyalty!<\/p>\n
There is a buzz of fear in the dental industry. Many dental teams fear they are going to lose their existing patients to new doctors, group practices and corporate dentistry. The truth is patients who are happy with their dental office seldom leave. We lose existing patients only when we haven\u2019t created enough of an experience to build loyalty. There are two exceptions\u2026the patient has relocated\u2026or they only came to your office initially because you were a participating provider of their insurance and are no longer. AND they only, only, only, only\u2026did I say only\u2026care about insurance coverage.<\/p>\n
Happy patients as a rule our loyal patients. If we want our patients to be happy it is important to consistently deliver a good experience from the start. Notice I said good not exceptional. The ironic part is the patient\u2019s experience doesn\u2019t have to be exceptional. Patients are happy with consistently good. Consistency reinforces expectations. When the patient\u2019s expectations are being met they are happy and loyal. Consistency builds loyalty and trust\u2026it builds a brand!<\/p>\n
A brand is who we are; who we say you are; and what our patients experience consistently. It must be all three. It is in essence our reputation. It\u2019s the 2 or 3 adjectives our patients use to describe our office\u2026friendly, awesome, caring, high-tech, always late, always upsell. What do your patients say about your practice? What is your brand? If you don\u2019t know it is time to find out. People are loyal to brands they like and trust. Is your brand worthy of your patients\u2019 loyalty?<\/p>\n
Let me give you an example. I love EVERYTHING about Heinz Ketchup\u2026the color, the texture, how it pours and most important the taste. I can count on Heinz being the same every time. I am loyal to Heinz Ketchup. I would never, ever, ever even consider tasting another ketchup let alone buy it! Regardless of the cost, because I can definitely find cheaper; or the latest and greatest, or even Aunties homemade. Heinz meets my expectations every time so I am totally loyal. I ask you to take a moment and think about the brands you are loyal to and why.<\/p>\n