Nicolas Coomber explains that it might be easier to achieve than you think.
Patient loyalty is something that can perplex even a dentist with years of experience. Loyal, satisfied patients are every practice’s best marketing tool because word-of-mouth is powerful. Whether it’s on social media or in a school playground, if anyone is asking, “Do you know of a great dentist?” you want your practice to be named.
Research published over 20 years ago still has relevant points about patient loyalty today. It notes the “substantial gap” between some “patients’ expectations and dentists’ understanding of those expectations”. It refers to a separate article, in which a group of patients and a group of dentists each proposed eight criteria for satisfaction, which were then compared. Patients had ranked “explanation of procedures, sterilisation/hygiene and dentist’s skills” as most important (all these criteria had been proposed by patients) with “up-to-date equipment, decor and practice image” as least important (all these criteria had been proposed by dentists). Factors that relate to quality of care were more significant than being “cutting-edge”, even back then. What is also interesting is how high hygiene rates; this is backed up by another patient survey from 1994, where nearly 70 per cent of patients said “explaining infection control” was a crucial quality for an “ideal dentist”. Since Covid-19, all practices have enhanced their infection control protocols, but protective measures have long been key to patient satisfaction and establishing their loyalty.
Using the historical research, perhaps the recipe for loyalty is simple. Empathy, talking through treatment plans using terminology they understand, reassuring them about safety, as well as your competency in delivering a successful outcome… these might be basics, but they are as important now as they ever were.
Any practice owner who is thinking in terms of survival should refocus on the long-term. Loyalty grows over time, so create a positive environment that promises ongoing quality care, no matter if a patient is making an enquiry, or receiving specialist treatment. Promote your commitment to supporting a lifetime of oral health. A successful practice will put patients’ needs first, which means giving them an active role in their treatment.
Reliability, an emotional connection, convenience as well as a guarantee of quality and value – these are all reasons why we return to our favourite brands, time and time again. If you are concerned about patient loyalty, find out what they really want. The research indicates that patients want conversations, and they want information – this is the added value that you must offer. They might not be interested in your cutting-edge scanner, but they do want to know whether it will make their treatment shorter. You have the internet at your disposal, find out what people want, rather than doing what you think they want, and possibly wasting time and money in the process. Keep asking patients what you could do better, how you could upgrade the patient experience, and this will keep them engaged, too.
If you are brand-loyal, this indicates your full trust in a certain line of products and materials – because they always meet your clinical expectations and enhance every patient’s experience, you won’t use anything else. If patients know their treatment will be completed in just one visit, this is another reason to attend and spread the word. For restorative work, many dentists only use Coltene, for its wide range of solutions, including the Brilliant Componeer which provides restorations chairside in a single session.
Patients are also consumers, who know they have a choice. Patient loyalty hasn’t been guaranteed for a long time, but post-pandemic it is no harder to achieve. Think about what makes you loyal and offer an informed, caring service. Be loyal to the best brands yourself, and make this part of the upgraded, exceptional experience that you offer to every patient, every time.
References available on request.