Ann Marie Gorczyca, D.M.D., M.P.H., M.S.

Your patient's first impression of you and your practice will often be irreversible, make sure you're putting your best foot forward before they even step in the office.

When your new dental patient arrives, it will take about three seconds for them to make a snap judgement about you, your dental office, and the level of care you provide. Be prepared. You want that first impression to be memorable. 

Think of your reception as your customer service emergency room. Your front desk concierge, the person seated closest to the door, will be your first responder. This “customer service EMT” will be gathering data to determine how much attention and customer care your new patient needs.

The most important aspect of this first interaction is that the patient is welcomed and does not have to wait to be seen. The new patient and their family are the most important people in your dental universe. Don' keep them waiting. 

 You may also want to consider a personalized welcome sign for your new patient. Have you ever seen a limousine driver at the airport with a sign?  This sign means "I'm here for you."  You may want to have a written welcome with your new patient's name placed in the exam room. This will also aid the doctor in remembering the new patient's name.

Your goal is to have your new patient and their family feel special throughout the entire new patient process. This experience starts with expressed sentiments of "Welcome” and "Good to see you." It continues to "How are you doing?" and "What can I do for you today?" during the exam. It then ends with "Great meeting you today," and "Thanks for coming in.".       

All that you do and say shows how much you care. Your goodbye will be the last memory of your dental office in the heart and mind of your new patient until the next time they visit. Take time to give a fond farewell. Tell your patient "It was wonderful to meet you" and “We're looking forward to seeing again next time.".

Give your new patient as much attention as possible. There is no unimportant employee, conversation, action, or task when it comes to customer service and the new patient experience. Don't leave it to chance. You will only get one chance to make a good first impression. 

Dr. Ann Marie Gorczyca is author of the book "At Your Service: 5-Star Customer Care for a Successful Dental Practice."  She is an orthodontist in private practice in Antioch, California. 

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The first impressions we make are often the most lasting, and most important, impressions. This also applies to your practice, as the impressions new patients make of you will be if they decide to continue business with you.   

You Only Get One Chance to Make a Good First Impression

In order to keep patients coming back, give them a call once in a while to follow up and make sure they're staying on track with their dental care. 

Showing new patients that you care by welcoming them to your dental practice is a powerful marketing tool. Their dental treatment is important to their health, to them, and to you. Nothing completes the task of getting dental treatment started better than a warm call.

Warm calls can best be done by the doctor the day after the initial exam. If the patient has not yet scheduled the next necessary dental procedure, call the following day. If you can't get your patient on the phone, send a postcard.  If you have your patient's cell phone number, contact them by text.  If you have their e mail, email them. 

Continue to follow-up once a month until you get a 

. Set aside a few minutes each day to call patients on "Will Call" "Pending" or "Unscheduled Treatment" lists.  If you are not already doing this, you are missing out on a great opportunity to grow your practice and retain patients.

Warm calls are, ultimately, the intersection of marketing and sales.  The only way most patients will start unscheduled treatment is if you or your office team members follow-up and ask. Take time to get your new patients started with their dental treatment. Take action and make warm calls. 

Dr. Ann Marie Gorczyca is author of the book ""It All Starts with Marketing: 201 Marketing Tips for Growing a Dental Practice".  She is an orthodontist in private practice in Antioch, California.

Missed Appointment Inefficiencies Cost You Time and Money

Patient retention and marketing can go hand in hand if you're willing to give your patients a "warm call" once in a while. Read on to see how you can give a proper call to new and returning patients.

Warm Calls, Your Biggest Practice Builder

Enjoy your holiday parties responsibly this season. You can still be held accountable if things go wrong.

Holiday parties can be magical, as long as there are no liabilities for either employees or employers.  Here are four things you can do to avoid liabilities at your year-end holiday party. 

 The same anti-discrimination and anti-harassment policies in your workplace apply to the holiday party.  Be sure that everyone in attendance maintains their professional conduct. 

 Alcohol is probably the number one culprit of bad behavior, which can generate liability.  If alcohol will be served, limit consumption to one glass of beer or wine only with food. Take at least one hour for coffee and dessert before the party's end to allow participants a time to collect themselves. 

"After party" festivities are not encouraged nor are they sponsored by the employer. To avoid liability, consider printing an invitation to your party that states when the party starts and when the party officially ends.  When the party is done, call the official end.  Clearly state "Thanks for coming to the party which is now over! We are done until next year. You are on your own." 

You may want to provide transportation to and from the office to your holiday party.  This could be either a group limousine, Uber driver, or shuttle service. 

If your party is an informal impromptu gathering, consider letting employees pay "Dutch" for what they have planned to remove employer liability, as you won’t pay for them.  Holiday parties, year-end parties, and after-work gatherings are voluntary and unpaid.  Should you pay your team to attend the holiday party, as an employer, you are now liable for all that goes on there including if someone were to be hurt, leading to a Workman's Comp claim. 

Let your year-end holiday party generate fond memories of happy times, great company, delicious food, and a fun ride. May your holiday party be safe, smart, and legal.  

Dr. Ann Marie Gorczyca is author of the book "Beyond the Morning Huddle: HR Management for a Successful Dental Practice." She is an orthodontist in private practice in Antioch, California.

The holiday season is a time of celebration and thanks. You can thank your employees for all their hard work this past year with a fun and safe party, but just remember to watch out for potential liability issues waiting to happen. 