Expanding your patient base
Featured Products Promotional FeaturesPosted by: Dental Design 2nd November 2023
We’re living in an age of social media, where the younger generations are seemingly more focused on their next profile picture than anything else. In turn, the demand for aesthetic dentistry is rapidly growing, with patients chasing the smiles they see online from their favourite celebrities.[i]
A patient’s dentition and self-image, particularly among younger adults, is incredibly important for self-confidence.[ii] Clinicians have the ability to provide excellent solutions, from non-invasive composite bonding to veneers, that can transform a patient’s life. To do this, though, prospective patients need to know that you offer these services, and trust that you have the appropriate experience and skill to deliver their ideal results while protecting their dental function and health. Appropriately marketing your services is essential.
Know your patients
A 2020 report of under-35s found that they spent, on average, £750 a year on dental treatment, as younger generations look to improve their smiles to meet a developed societal standard.[iii] To commit this much to treatment, patients will often go out of their way to look at the options available to them. Clinicians should be ready with their proposition wherever the patient looks; in order for this to happen, you need to understand where these individuals will be searching.
Many patients will begin this process online. Clearly stating your treatments on your website and social media platforms is essential. It’s important to be active online, showing the latest and greatest care solutions that you can offer, whether it is teeth whitening or natural-looking crowns.
Some prospective patients may already be attending your practice for general treatment and check-ups, without knowing the cosmetic care you offer. By tactfully mentioning the opportunity for cosmetic work where appropriate, or advertising it in your waiting rooms and surgeries, patients will recognise that the support they want is available in a place they are already familiar with and trust.
The importance of listening
Patients may also hear about your treatments in a way that removes some of the practice’s influence: word of mouth. This relies on current or previous patients telling others of the experiences they have had, and recommending your practice for future treatment.
You can’t control your patients’ words, but you can always work to ensure positive perceptions and experiences. Patients value dental professionals that are supportive and reassuring during their visits,[iv] so ensuring there is positive and productive communication throughout each appointment could leave a lasting impression.
It’s also important to have the conversation with your patients on what could be improved. Asking for feedback and examining it closely can help you realise your practice’s strengths, and the areas to improve.[v] Glowing reviews could also be a great feature of an online presence, as viewers can see the great experiences they may otherwise never hear about.
Not all feedback may be positive, but criticism and complaints can and should be taken as an opportunity to improve your services, and in turn, the patient experience. Inviting patients to share their thoughts in the practice could help them feel heard, and may discourage them from going online to place a bad review.
Why choose you?
Whether patients find out about your practice online, through a friend, or by a poster when leaving an appointment, they need to be confident that their treatment is most secure in your hands. Each practice and clinician should identify what sets them apart from the rest.
It could be your experience in a specific aspect of cosmetic dentistry, such as adult orthodontics, or you could demonstrate the exceptional results you have achieved through smile makeovers. Maybe your practice offers a unique experience, with patient-based care that feels different to other local competitors.
Importantly, by growing your own skillset you may become a more attractive proposition to individuals seeking treatment. You could widen the types of treatments you can offer. Plus, by furthering your skills, you can extend your expertise around relevant cosmetic procedures. Being knowledgeable in this specific field can then help patients begin to develop trust in your advice and care.[vi]
Clinicians could turn to the British Academy of Cosmetic Dentistry (BACD), a world-leading authority in the field that prides itself on supporting education for its members. Suitable for dentists, technicians, team members and students, the BACD is ideal for committed clinicians who wish to offer patients the latest treatment solutions. As a member of the BACD, you can gain exclusive access and discounted rates to educational meetings, world class speakers, and a network of passionate professionals to improve your care. Plus, full members of the BACD can advertise their involvement in the Academy to patients, making them a name to trust.
Cosmetic dentistry can be an important investment for many patients. Tailoring your appearance can improve their trust in your care, and help them choose you over your competitors. Putting yourself out there is most effective when you know what your patients want, and where they want to find it – then you can deliver brilliant care in no time.
For further enquiries about the British Academy of Cosmetic Dentistry visit www.bacd.com
Dr Simon Chard
BDS Hons (Lond,2012),Bcs Hons
Principal Dentist
GDC No.228692
Simon@rothleylodgedentalpractice.co.uk
Dr Simon Chard BDS(Hons) qualified with Honours From King’s College London Dental Institute in 2012.In 2015 he was voted the Best Young Dentist in London and also the overall Best Young Dentist in the UK at the prestigious Dentistry Awards.
Simon is very passionate about providing beautiful, healthy smiles for his patients and is a big promoter of using digital technology to simplify cosmetic and implant dentistry, helping to shape the future of the cosmetic dentistry in the UK.
Dental education is something that is a major part of Simon’s professional career and he has dedicated thousands of hours to advanced training from the best dentist’s around the world.Further to this Simon regular teaches other dentists in the topics of digital dentistry, dental photography and minimally invasive aesthetic dental techniques.
Simon comes from generations of dentists and works in private and mixed practice in London And Surrey.
[i] Abbasi, M. S., Lal, A., Das, G., Salman, F., Akram, A., Ahmed, A. R., … & Ahmed, N. (2022, October). Impact of Social Media on Aesthetic Dentistry: General Practitioners’ Perspectives. In Healthcare (Vol. 10, No. 10, p. 2055). MDPI.
[ii] Militi, A., Sicari, F., Portelli, M., Merlo, E. M., Terranova, A., Frisone, F., … & Settineri, S. (2021). Psychological and social effects of oral health and dental aesthetic in adolescence and early adulthood: An observational study. International Journal of Environmental Research and Public Health, 18(17), 9022.
[iii] Bissett, J., (2020). Millennials brush up better than most: under-35s are spending on average £750 a year on dentistry. Dental Nursing. (Online) Available at: https://www.dental-nursing.co.uk/news/millennials-brush-up-better-than-most-under-35s-are-spending-on-average-750-a-year-on-dentistry [Accessed August 2023]
[iv] Sbaraini, A., Carter, S. M., Evans, R. W., & Blinkhorn, A. (2012). Experiences of dental care: what do patients value?. BMC health services research, 12(1), 1-11.
[v] Hardavella, G., Aamli-Gaagnat, A., Saad, N., Rousalova, I., & Sreter, K. B. (2017). How to give and receive feedback effectively. Breathe, 13(4), 327-333.
[vi] Allinson, M., Chaar, B., (2016). How to build and maintain trust with patients. The Pharmaceutical Journal. (Online) Available at: https://pharmaceutical-journal.com/article/ld/how-to-build-and-maintain-trust-with-patients [Accessed August 2023]
