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ODN & AA Journal - January-March 2002
by Timothy A. Brown, A.L.A.
Dentists often say this when they are thinking of selling their practice: "When I leave this practice, many of my patients will not stay with the new dentist." Dentists who are thinking of buying a practice say this: "When I purchase this practice I will lose many of the patients."
Both of these statements have been proven to be totally incorrect. Each time we arrange for the sale of a dental practice we listen to dentists who try to convince us that these statements will come true. Patient retention, and how it may impact a dental practice if it is sold, is a legitimate concern. This article will attempt to explain why patients come to your dental office.
Why do patients return for treatment to the same office time and time again? What are they most likely to do if the dentist retires? Why do 85% - 95% of patients stay with a dental office after a dentist has departed?
I believe there are five main reasons. The first is usually the dentist. Patients form a bond with dentists and they trust them. It is precisely this trust that causes them to return to the practice when a dentist retires. Simply put, patients follow the dentist's advice. When a dentist retires, a letter of introduction is sent to patients encouraging them to see the new dentist. They will rely upon their trust in the dentist and will follow the advice. This first reason is the most powerful of all: If a patient trusts their old dentist, and the new dentist is recommended, the patient will almost certainly return to the dental office at least one more time. After that, it's up to the new dentist to win their trust and confidence.
The second most powerful reason that patients return to a dental office is the staff. Patients form a relationship with the receptionists, assistants and hygienists at the practice they attend. I say this with all due respect to my dentist, but if she were to sell her practice, I would go back there in large part for the trust I have for these wonderful people. I recognize their names when they call to remind me of my appointment, they know where and when to call me and I look forward to seeing them each time I visit. Staff can comfort a patient far more than most dentists realize. Your contribution to the retention of patients is often overlooked or not recognized. I have discovered that dentists who purchase a practice comment that without the staff they would not be as successful, especially in the early years.
Patients also go to a dental office because of location. We may shop in the area and our home or office could be nearby. If the owner retires, many patients would return to the dental office because of the convenient location. As well, we're familiar with the parking, the décor and the equipment and it's been proven that patients do not like a foreign environment, or strangers, when it comes to dental offices.
Another reason I return to the same practice again and again are the policies. I know exactly what to expect in terms of the fees, how I can pay and what my obligations are if I must cancel or change an appointment. The staff is usually responsible for explaining these policies and the best dental offices make sure they are explained to the patients in detail. Patients like the comfort of knowing the policies before attending any dental office and another trait of good offices is that the terms and conditions (payments for example) are often explained in advance of the new patient's exam via phone, website, or a letter/brochure if time permits. The final reason I would go back even if my dentist sold her practice, is that I'm a creature of habit and I do not like change. Most people will have to change dentists once or twice in their lifetime, but we do not want to unless it is absolutely necessary.
Changing dentists is a totally new experience and it involves filling out new medical forms, meeting new staff members, finding an office where we feel comfortable and generally accepting a multitude of new information.
If these are the five main reasons that keep all patients coming back to a dental office, and only one of them changes, the dentist for example, four out of five reasons still exist. That's why the majority of patients return when a dentist retires.
As the largest broker of dental offices in Canada, we have studied patient retention in over 750 transactions. It has been proven that 85% - 95% of the patients will remain with the office when the dentist retires. There have been exceptions. Patient loss is experienced when a dentist makes too many changes, too quickly, and this frightens patients away. While studying these cases, I found a common denominator to the problem. It appears that the number one reason patients left was that drastic alterations were made to the practice policies and staff.
Patients do not appreciate changes to staff in "their" dental office. They have the expectation of seeing certain people whom they trust. I believe that dentists sometimes neglect to consider this important human element and how patients resist change.
In conclusion there are five main reasons a patient is loyal to a dental office. If only one of those main reasons changes, most patients would not abandon their comfort zone and change dental offices.
And finally, staff can be assured that most dentists realize that they are valuable and needed in the event of the sale of a dental office. In most sales, your position is usually very secure.
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