Posted on 09-29-2010

Today’s patient is much different from the patient of 15, 10, or even five years ago. The development and adoption of new technologies, as well as the interplay between existing technologies, have given individuals a wealth of tools to make their busy lives easier and more manageable. The practice-patient relationship has not been immune to these changes, especially when it comes to communications. Communication types that were once the foundation of patient retention have become outdated or obsolete. They have been replaced by things such as e-mail and text-messaging, which make communications simpler and easier for the patient, and more effective and efficient for the practice.

As your patients become more technologically savvy, it is essential for the growth of your practice to tap into this evolution. Your patients are actively using e-mail and cell phones as their primary methods of communication. In fact, according to the National Center for Health Statistics, over 20 percent of all U.S. households have eliminated landlines from their homes and exclusively use cell phones for voice communication. In addition, according to the Pew Internet and American Life Project, e-mail is the number-one activity of people online.

Given these changes in consumer behavior, the attention paid to offline communications is dwindling. Postcards and fliers, while appropriate in some instances, are no longer your patients’ preferred method of communication. Recall and reminders sent through the mail will, more likely than not, end up in a recycle bin or in a stack of unwanted junk mail. More importantly, traditional print mailings offer no guarantee that your communications are delivered and read.

Phone calls are also proving to be less effective than in the past. More often than not, when calling to confirm an appointment, your staff will leave a voicemail, since most people are unavailable during business hours. The reality is that the majority of consumers are receiving information digitally and there is a minimal sense of urgency to rush home to check their answering machine for voicemails. This process is not only time-consuming for your staff, but highly inefficient.

The shortcomings of the “old way” of doing things, coupled with the changes in patient behavior, offer your practice the opportunity to implement an online strategy for your patient communications. E-mail and text messaging have become a more effective way of reaching your patients for appointment reminders, recall messages, as well as appointment confirmations. This is directly in line with your patients’ preferences.

E-mail and text messaging are not the only technologies changing consumer behaviors. Recent results published by Harris Interactive revealed that 80 percent of adults are online; this includes those online at home, at work, at school or any other locations. More frequently, consumers are turning to online resources rather than phone books to guide their decisions on places to eat, shows to watch, and which businesses to interact with. The dental industry is certainly affected by these changes in patient preferences, and your online reputation is quickly becoming an essential tool in driving new patients into your practice.

The digitalization of communication hasn’t changed the fact that word of mouth is the most effective marketing tool for acquiring new patients. However, the conversation has drastically changed. The water-cooler conversation between a few people has evolved into a discussion open for all with access to the internet. As consumers turn to the web in search of the best in products and services, they allocate more time to reading reviews submitted by other consumers—in fact, according to the latest survey from Opinion Research Corporation, a large proportion, 84 percent, said that online reviews influenced their decision on whether or not to purchase a product or service.

What does this mean for your practice? In this new environment, it is crucial to ensure your online reputation is delivering a positive message about your practice. Your online reputation is working even when you are not, so take an active approach to managing your online image, as it will play a pivotal role in attracting new patients.

With that in mind, it boils down to one question: How can you tap into this consumer behavior to provide your patients with a great experience and build a successful practice? Fortunately, there are products available that make this undertaking easy for you and your staff. For instance, Demandforce offers online patient communications via e-mail and text-messaging. Demandforce works seamlessly with your existing practice management software to send the right message at the right time to spur the right action. Your e-mail and text message communications are integrated into your Demandforce system giving your patients the ability to easily request an appointment from your practice without ever picking up the phone. This significantly decreases call volume in your office and gives your staff valuable time to spend interacting with the patients in the office.

Demandforce also helps you manage your online reputation by generating “certified” reviews from your actual patients. Post-appointment, a patient receives a “Thank You” e-mail that includes a link to submit a web review. Demandforce in turn compiles these reviews and funnels them to Google, which consequently populates your Google local business listing. This is a great opportunity for you to capitalize on the great experiences of your existing patients. Let the quality of your service, and the hard work of your team, speak for itself through your community of happy patients.

The evolution of technology is changing the ways your patients communicate, but it’s also giving you the tools to interact with your patient base more efficiently and effectively. By diversifying your communication to include e-mail and text-messaging, you not only ensure that your message is delivered, but that it is received and read at your patients’ convenience—and most importantly, that it is acted upon. Technology is constantly advancing and as your patients apply more of it to their daily routine, it is vital for you to keep up with these changes to ensure your practice is successful.