Reducing Patient Cancellations Through Interior Branding
Traditionally, people don’t like going to see the dentist. There is a lot of fear associated with visiting the dentist. Personally, I don’t get this, as I have always liked my dentist. Those five years in braces may have pushed me beyond any fear of pain that I may have had when I was younger. The fear associated with a dental trip causes people to find excuses not to keep their appointments. Any little thing is a reason to cancel. It is raining, or maybe it’s snowing. Perhaps, it is even too sunny and a day to the beach is in order. Or, if you live in the Midwest, perhaps the recent rash of earthquakes is enough to signify a bad omen and cancel. Whatever the reason, cancellations are a very real cost to doing business as a dentist.
So, how can you reduce the cancellation rate and thus lower the costs? Focus on improving the experience of the dental visit. Through interior branding the patient experience is designed to generate a positive emotional response in the patient so he or she walks away feeling good. If the memory of the last trip is filled with positive emotions, there will be less motivation to find an excuse to cancel. Interior branding creates these positive emotional responses by focusing on the design of the interior space (color, light, & texture), the human interaction between patient, doctor and staff; the creature comforts of the patient and staff (ergonomics); the application of technology; and what I call the defining touch of the practice. This is some element that makes you and your practice unique.
In one practice back massagers have been installed on the examination chairs so patients get a massage while they are sitting there. Another has built a fireplace in the waiting along with overstuffed, leather chairs, to create a living room like ambience. One of my personal favorites is the practice that has installed a milk shake machine in the checkout area. Each patient receives a free, fresh milk shake as they are leaving. Now, how is that for creating a positive emotional response? I think everyone, whether they’ve actually been to one or not, has very good feelings associated with old time soda fountains and a hand-dipped shake. I know I do.
Now, lest you think that all that is required is some gimmick, interior branding is about crafting the total patient experience. Attention must be paid to every aspect from the moment the patient walks through the front door until he or she leaves again to carefully shape the emotional responses in the direction desired. Successfully implemented a solid interior brand will build strong patient loyalty, reduce the costs associated with cancelled appointments, and help grow your practice through positive patient referrals.
