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The New Patient Experience by Jamie Hagen

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by Jamie Hagen

The new patient experience is a revolving concept, which, if mastered from beginning to end, will provide great success and growth for your business. When you hear the words, "new patients," what comes to mind? Most likely you're thinking about strategies for getting new patients in the door, marketing techniques and new ideas to increase business and patient base, or even how to increase referrals. While these aspects of your business are all very important, the service and experience you provide is crucial for finding prospects, turning prospects into patients and turning patients into profits.

It is likely that marketing and prospecting techniques are a regular part of your business operation. Customer service, however, can be overlooked among the day-to-day procedures and often is unknowingly not held to the same standard that other daily operations are. For this reason, remind yourself and your team that customer service and the way you treat your patients is key to your future business.

Finding Prospects

Finding new patients is one of the most difficult aspects of developing and growing your business. Even with large budgets, new patient discovery is more art than science. Use the following tips - all of which focus on providing outstanding service to customers.

1. Create a Buzz
Go viral! Use pre-existing social networks - like people and social media - to increase awareness for your business. The purpose of viral marketing is to inspire others to spread your message for you. So utilize the two greatest delivery methods of this concept, word of mouth and social media, to spread your buzz. Be sure, however, you and your team are offering exceptional customer service, the latest technology and quality treatment, which will inspire a favorable viral campaign.

2. Meet People
It's not always what you know, but who you know that can help you to grow your business. You've likely heard, "a friend of a friend," "six degrees of separation" or "it's a small world." Use these concepts to take viral marketing to the next level by encouraging referrals and maximizing word-of-mouth potential. You can provide the best treatment of anyone out there, but if no one knows about it, you can't expect your business to grow on its own. Meet as many people as you can, and then inform, encourage and reward them for talking as much as possible about your business.

3. Take an Interest
Put forth an effort and take a sincere interest in the lives of your patients and potential patients. You have a service that will truly change the way they look and feel, and can impact their lives. Ensure they pick you to provide them with this service by showing genuine concern for their needs and treating them as people, not just patients.

4. Show Your Expertise
Knowledge is power, so use that power to empower new patients! Give away your best stuff for free... Your "best stuff " being the knowledge and expertise you have, which can literally change the lives of others. Imagine what potential patients will think they'll get when paying for your services if you give them such knowledgeable information for free, first. Do this by being viewed as the expert in your field. Write blog entries, or create a series of podcasts to upload to your Web site, and promote them using social media. Attend health and wellness fairs or similar events in your community, speak to guests about the specialty you offer, and personally invite potential patients into your office.

5. Give Something Away
Free is a good four-letter word! Offer a more valuable experience for your patients, which can result in brand loyalty, by offering something for free. A "gift with purchase" will give patients a little something extra to make them feel special and cared for, and at the same time add value to your services. Think about how this gift can pay you back with emotional rewards!

While obtaining new patients is important, don't become so focused on that task that you forget to pamper your existing patients. This is especially important when working to turn those prospects into patients, and patients into profits... both personally and professionally.

Turning Prospects into Patients

Ensuring patients are receiving a positive experience when contacting your office will increase the chances they come in for a consultation. Ensuring they feel a part of your "family" the moment they walk into your office will increase the chance they choose to become a long-term part of your practice.

Indeed you are in the business of orthodontics, treating various issues for patients with a specialty service you have mastered. Realize, however, you are also in the business of people. These people are your livelihood - they do not depend on you, rather, you depend on them. Patients are not dependent on you or your services. In fact, they can go anywhere for orthodontic services, receiving the same type of treatment and often paying a similar price. What they cannot receive just anywhere, however, is the way you and your team make them feel.

Ask yourself and your team, is this truly just a patient coming in for an appointment? Is this simply a name next to a time slot in your schedule? Or is that name "Johnny"? Johnny, who is the younger brother of patient, Sarah; a boy who attends George Washington Middle School and plays on the school's basketball team, the team of which you have a pennant hanging in your clinical area. A personal connection, and the way you treat your patients is key to your existing and future business.

The most important aspect of your business is the customer. Have you ever heard that cliché "the customer is always right"? Such is true, and you must adopt that mindset and attitude every day. Realize that people make decisions based on what they want to do rather than on what you want them to do. It is important to ensure that respectful, thorough and outstanding service is provided, from beginning to end, leading potential patients to make decisions that will benefit you.

Turning Patients into Profits (Personally and Professionally)

In business, cultivating good relationships and maintaining high standards of customer service will consistently contribute to gaining and keeping clients. Relationships are crucial for gaining new patients, but outstanding, ongoing customer service is crucial for securing lasting relationships, which will not only keep these patients, but also bring you new ones.

Working to obtain new patients is a task that requires creativity and persistence. Working to keep these patients long term requires sincerity and setting standards. Remember Johnny? You learned he was Sarah's younger brother. You learned he played basketball, and you show support for his school with that pennant hanging in your clinical area. Continue to cultivate the relationship you began creating with Johnny the day his mom signed the contract. Johnny is not just a patient, but also a person; a person who should also now be your friend. Taking a sincere interest in his life, goals, and of course, orthodontic needs will ensure professional and personal profit for you and your team. Set your standards high, and be sure to treat every patient with the same level of quality customer service.

You are in the business of people... helping people to feel better emotionally and physically. Happy, satisfied patients, smiling with beautiful, bright and straight smiles will ensure your success. Understand that it relies on your ability to treat them emotionally, as well as clinically. If you can master both specialties, you can master the revolving concept of the "new patient experience."

Author's Bio
Jamie Hagen is the Practice Operations Consultant for OrthoSynetics, Inc. Jamie is a seasoned performance consultant and retail sales expert with more than 15 years of experience in consulting companies and customers in the health and wellness industry. At OSI, Jamie is responsible for developing and maintaining the Practice Resource Center, the company's online collection of training and education materials designed to assist clients with ongoing practice development in all aspects of their business. Jamie assists with the development and delivery of all educational items available to OSI clients, including training guides, scripts, videos, Webinar training series and detailed educational curriculums. Jamie Hagen is an Instructional Designer and part of a group of Operations Consultants at OrthoSynetics, Inc.

OrthoSynetics (OSI) is a business services firm that assists orthodontic and dental practices utilizing a full-service, turnkey management approach to address all non-clinical practice functions to gain better efficiencies and profitability. Services are also on an a la carte basis. For more information, visit www.orthosynetics.com or e-mail jhagen@orthosynetics.com.
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October 2025
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