This has come as a surprise, we actually didn’t notice it at first (while we were settling into our new offices). We don’t know what happened. Previously, we were booked fairly solid. We expected to see an increase in patient appointments because this is a better location.

What should we be doing to get the patient appointment levels back up to where they were or better?

A. This question almost falls into the “horse is out of the barn” category, in that the best measures to take to protect against this should occur before the move. Let’s look at how to plan for informing clients or patients of a pending relocation, and then we’ll talk about steps you can take now to remedy the situation.

When planning to relocate a practice, it’s important to include a budget and specific plans for alerting your clients or patients that you are moving. While it’s true that relocating a practice can be expensive, and you may be looking for ways to trim costs, this is not the place to cut corners. It’s a lot more cost effective to pay for these measures now than it is to try to find new clients or patients to replace the ones you lost to someone else when you moved.

In an orthodontics practice, most likely the patients who have fallen through the cracks are the ones who had not yet committed to treatment, or those who are at the very end of treatment and have only routine follow-up appointments. Hopefully those already actively involved in treatment have followed your practice because of their own commitment to complete the process.

Here’s an outline of steps to take to ensure that your patients (or clients) follow you to your new location:

• Two months out from your expected moving date, start telling your patients that you are moving.
• Be festive and upbeat about the move (no matter how many snags or problems crop up behind the scenes). Don’t do or say anything that could lead your patients to perceive this as a “big deal problem”.
• Place a stand-up display with a small, colorful poster or flyer in your waiting room and also on your reception desk countertop. The flyer should state that you are moving and give the new location along with a map. State the month of the move if you don’t yet have the actual moving date.
• When patients come for their appointments, as part of their greeting when the patient “checks-in”, your office staff should tell them that you are moving and when.
• As you (the dentist) see each patient, you should also tell them that you are moving as part of your “chit-chat”. Talk about where the new location is, giving them a “visual map”.  Your hygienist should do the same.
• Have new appointment cards made up with the new address. As your office staff schedules the patient’s next appointment, use the new cards. When your office staff hands the patient their appointment card, they should verbally say that you are moving and point out the new address. This helps reinforce the earlier message given when they arrived.
• When you order the appointment cards, go ahead and have your new stationary and business cards done, too.
• Have someone go through your appointment book or software appointment system. Each patient who has an appointment that will occur after the move should be mailed a letter or postcard.  If your software has features to facilitae this, use them.  This communication should remind them of their appointment and alert them to the move. Include a map on the back if possible. Sending this communication is important. Otherwise, you will overlook those who scheduled their appointments months in advance.
• Prior to the move, it’s probably a good idea to review each patient chart to determine their status as your patient. This will be helpful as you are setting up your new filing system in the new offices, allowing you to relocate records of inactive patients that will not be returning to the practice for one reason or another.
• As part of this process, you will identify patients who are due for a follow-up appointment but who don’t have one scheduled. Use this opportunity to both alert them to the move, and ask them to call to schedule an appointment.
• Go back through your office records to determine in which directories your practice is listed (print and Internet). Send a notice to each one with your new contact information and the effective date.  For online directories, login to your account and make the neccessary changes.   If you are still running a yellow page ad in the telephone book…well, if you are still doing that start asking new patients how they found you and if no-one is saying the yellow pages, it’s time to start reassessing the value of a yellow page ad compared to other marketing options.  For now, check to see your renewal date so you’ll know when that is coming up and if you still want to spend your money on it, be sure to update the address.
• Two weeks prior to the move, send out a mass mailing to your active patients announcing your relocation and giving the date you will be in your new offices. A post card works fine for this. You can also use this same post card to ask the patient to call to schedule or confirm their appointment at the new location.
• Your staff member who telephones patients the day before appointments to confirm/remind the patient of the appointment should also remind the patient of the new location.  If  you are using automated text messages or automated emails, be sure to update them both with a message about the move and new address.
• Be sure to put a notice in the newspaper about your move. It’s an opportunity to welcome potential new patients to the practice.

What should you do to remedy the problem now that you’ve already moved?

1. As you read through the above list, you have probably identified several steps you can still take, even though you have already moved. Go ahead and get started with those, plus, add these to your list: Go back over your appointment book and identify all missed appoinments. Call each person to reschedule, reminding them of your new location.        

2. You may find that some have already scheduled with another dentist. Don’t be shy about saying that you still would like to work with them, especially if it’s a patient with whom you’ve had a good or long-standing relationship.
3. Involve your office staff in the process. If you have retained the same telephone number, patients who are calling to schedule an appointment may not realize you have moved. This is especially true if they found you through an old resource, such as a yellow page listing.
4. Don’t let your staff stop too soon in telling people that you have moved. This is especially true for the person who is making the confirmation calls the day before. After about a week or two, they may believe it’s “old news” (and be tired of saying it), but they should continue including that message in the calls for an extended period.
5. Take every opportunity to thank your patients for being your patient, and for coming to your new location.

Here are the three strategies plus an invitation to step up, create a bold goal, and really go for it in 2012.

At the end of this article, you’ll have the opportunity to get a worksheet to guide you through taking your first step.

Three Strategies to Grow Your Practice

This year, start by taking the helicopter view. It’s easy to get caught up with daily tasks that, while important, are more maintenance than growth activities. If you really want this year to be different, you’ll have to get in the helicopter and view what you are doing from there.

Let go of “should” and “ought to” goals.
While loyalty to past initiatives is fine, a sense of obligation for long-forgotten reasons can drag you down, especially when you have no excitement or eager sense of anticipation for achieving them. Don’t allow old or outdated goals to sap your energy. Instead, start with a “clean slate” and focus on what you want for yourself now.

Focus on life changes, not resolutions.
There’s a reason most people have forgotten their drive to achieve a resolution by the time March rolls around. It’s the tendency to load up your list of resolutions based on your annual review of “things I wish weren’t so”. This year, try focusing on a single life or business change that will bring the most desired difference to your situation.

Identify what you really want and go for that, not the watered down version of what you think is reasonable.
Muzzle that voice in your head and give yourself the opportunity to really explore what you want. Nothing is impossible. The problem is that most people are so adept at digging up reasons why they can’t or shouldn’t do something that they never get around to exploring the possibilities of it. Don’t worry about all that must be done to get there. Everything starts with a first step and no matter what your dream, you can take the first step today.

WHERE ARE YOU GOING TO PUT YOUR FOCUS IN 2012?

This is a big question that will determine your priorities for the next twelve months, so take a moment - from the helicopter view - and consider this.

It’s a New Year and you have a clean slate.  Today is the day to take the action that will make this year different.

Your Invitation
I invite you to join me in inaugurating 2012 for yourself as “My Year to Make It Happen!”

If you want to achieve big, bold dreams; if you are ready to step forward into a bigger, more confident/capable “you”; if the time just feels right for finally doing it (however you define “it”)…

Then let’s get right to the first step now!

You’ll start by telling me which of the three statements below best describes where you are right now (in this moment) and then I’ll guide you, based on where you are, through the first few steps to help you get on track.

Knowing where you are now allows me to give you the most relevant information.

Select from these three choices:

A   I need help identifying where I want to put my focus in 2012.

B    I know where I want to focus; I need help getting started or in
pulling all the pieces together.

C    I know where I want to focus and I already have a great
start/plan. I want to power-charge what I’m doing and get more
mileage with less effort. Forget pushing forward to achieve! I’d
like resources, connections and top strategies to pull me
effortlessly forward to my dreams.

Need help deciding?

Tips to help you decide:

- Select A above if you do not have clarity on what you
want or how to get there. You might also select this choice if
you are new or fairly new in business; if you don’t yet have a lot
of clients; or if the things you’ve done before have not “worked”
and you want a fresh start.

- Select B above if you have been in business for two or
more years, you have a track record of reaching your goals and
you would like support and thoughtful discussion on pulling
things together for 2012. This is also a great choice if you do
not have an accountability buddy and you want to “talk through”
your plans.

- Select C above if you have been in business for a number
of years and you have achieved a level of success which you now
wish to leverage to achieve at a higher income level; or move in
a different direction with yourself or your practice; or uplevel
into a celebrity or leadership role in your niche, industry,
community, etc. Select this choice if your income has passed
six figures and you want someone with whom you can
talk in-depth, confidentially and powerfully.

Scroll back up now and make your selection and I’ll send you the worksheet for taking your first step.

Even if you don’t make resolutions, you’ve probably got an idea or two on something you’d like to do differently.

The fresh blush of a new year is inspiring, isn’t it? Funny how so many, within a few weeks, are back to old habits, thoughts and patterns.

But that doesn’t have to happen to you!

This week I’ll share with you three strategies to give yourself a great start to this New Year. I’ll show you exactly what to do to give yourself a running start to getting where you want to go - in business, in life, and in this New Year.

Watch for my email! You won’t want to miss it.

Happy New Year!
Dianne

#2 - Get Clear On What You Offer - and Why Someone Would Buy It
 
Instead of focusing on your features, figure out the benefits a client gets from working with you (don’t know the difference? - Download my article below).  People make buying decisions for emotional reasons and then justify that decision with a logical reason.  Always. 
 
You’ll see more about why this is true when you download my article (the link is below).  You’ll want this handy guide to refer to again and again.
 
Understanding the distinction between features and benefits is one of the biggest areas of confusion I see when business owners are trying to identify the needs of their target markets (or putting together practice brochures or writing service descriptions).

Knowing the difference allows you to make good use of each one.

If you can speak to your potential clients - or patients - in a way that allows them to “hear you” and be attracted to your services, you’ve won half the battle. To do that, you have to be clear on the benefits people get when they work with you.

Get More Details in My Article and Worksheet - Link to Download is Here 
 
Need help figuring out what features and benefits you offer…and more importantly, how to use them to trigger the desire to buy from you?
 
It’s covered in my  article: “Is It a Feature or a Benefit?” which you can download here:
 
http://www.privatepracticemarketingroundtable.com/ppmr-members/documents/features-aad-benefits.pdf

 
I hope you find today’s information helpful.  Fall is a great time to dust off your marketing plan and get started bringing new clients into your practice.

If limiting beliefs are “boxing you in” in any aspect of your life, this video may inspire you to let go of those thoughts, grab the opportunities in front of you and get going.

From Ted Talks:
“Activist Caroline Casey tells the story of her extraordinary life, starting with a revelation (no spoilers). In a talk that challenges perceptions, Casey asks us all to move beyond the limits we may think we have.”

Your “news” can generate immediate new referrals or create a bit of buzz among the groups that are likely to refer to you.  More important, it keeps you on their radar screen while at the same time letting them know that new things are happening in your practice. 

Sure, getting to the top of someone’s referral list takes more than just keeping that person abreast of what’s happening in your practice.  But keeping in touch with relevant news is a great way to make sure you don’t slip to the bottom - or worse, fall off the list.

If getting referrals is a part of your marketing plan, you’ll want to attend my BRAND NEW, complimentary teleseminar, “Solving the Referral Puzzle”, on Tuesday, March 29th.

During the call I’ll share with you:

• Why building a strong referral system is the most important thing you can do for your business.
• The five critical pieces that belong in your referral system and why they are important to your success.
• The one pivot point that stops most people from getting referrals and how you can overcome it.
• The three things you must be doing to get quality referrals for your private practice.
• What people who make referrals wish everyone knew.

This is must-have information if you want to build a strong referral machine for your practice.   There is no cost for the call, so don’t miss this opportunity.

Register now to reserve your spot:

“Solving the Referral Puzzle”
Free Teleseminar

Tuesday, March 29th
8:00PM Eastern (5PM Pacific)
Registration is easy…

You will receive dial-in instructions in your email. I’ll “see you” on the call!

With all these fun things to consider, it’s easy to see how your clients and potential clients may put you and your services on a back burner.

But it doesn’t have to be that way if you start planning now to keep your clients engaged and committed to the work they are doing with you. 

Over the next few days I’ll be adding tips for keeping your practice thriving during the summer months.

To get you started, here’s the first tip:

Make it a point to stay in communication with your clients between visits. 

• If you don’t already have one, now’s the time to put in place a practice newsletter that gets sent to all of your clients. 
• Watch out for articles of particular interest to each individual client, whether it’s related to the work  you are doing together or a hobby or special interest that you know that they have.  Clip the article and attach a personal note before dropping it in the snail mail for them.
• Remember birthdays and anniversaries with a card.
• Include them on your mailing list when you send out a press release about your practice when it covers an aspect of interest to them.

Increasing communications help to keep you “top of mind”, making it more difficult for your client to put you on a back burner as they make plans for enjoying their summer. 

Missed appointments and losing momentum are not helpful to your clients, so making this extra effort can help to keep them focused on achieving their goals while enjoying the summer, allowing them to get closer to living the life they want to live. 

And, that’s why they came to you, isn’t it?

(Read Part 2 of this article here.)

What are your plans for the summer?
 
That’s the question your client is pondering, too, now that Memorial Day has passed.  With most people looking forward to more relaxation, time for outdoor activities, and a get-away or two, it’s not hard to image that your client’s attention may move away from working with you and more towards getting in as much summer fun as possible.
 
Yet continuing your work together during the summer months is important to their progress.  And, let’s face it.  An appointment calendar filled with missed or cancelled appointments is not good for the on-going health of your practice. 
 
This week I’m sharing tips for keeping your clients engaged and committed to the work they are doing with you.  Yesterday we talked about the value of staying in communication with clients between visits.  
 
Today’s tip is:
 
Set an expectation for continuing your work together during the summer by talking about summer plans. 
 

• Be direct.  Talk about the tendency to lose focus during summer.  Work together to strategize ways to keep this from happening.  Where appropriate, create an action plan that helps them avoid getting sidetracked.
• Ask about vacation plans so that your client knows that you expect them to continue your work together even though there may be changes in the usual appointment time while they are away.
• Be flexible with your scheduling so you can accommodate their vacation plans or changes in their routine.  If kids are home from school, that may present new issues for them in keeping appointments.
• If it seems appropriate, use reminder phone calls or reminder emails sent 24-48 hours ahead of the scheduled appointment time.

Addressing your expectations in a direct fashion has more advantages than simply hoping clients will keep their appointments.  You’ll find out upfront where potential problems exist, giving you an opportunity to work together to create solutions that work for you both.
 
Stay tuned! 

Tomorrow I’ll talk about making the most of your marketing during the summer.

(Read Part 3 of this article here.)

In the first two parts of this article, I talked about getting your business ready for the pitfalls of summer. One of those pitfalls is your client’s distraction from working with you as they turn their attention to summer activities that soak up their time and attention.

=> => => But that’s not the only issue…<= <= <=

Equally important is another pitfall, and that’s the challenge of getting new clients interested in engaging your services when vacation, outdoor activities and family visits are on their mind.

Summer isn’t usually thought of as a time for starting big projects, and working with you might be perceived in that way…leading potential clients to want to put it off until Fall.

A hidden danger with this pitfall is that you are subject to feeling that way, too. It’s tempting to just wait until after everyone is back at work and more focused to really ramp up your marketing.

However, like anything else, putting off working with you - or in your case, putting off marketing your practice - is putting off taking an important step in achieving your goals.

Today’s tip will help you shift the thinking of your potential new clients by shifting your own thinking about marketing your practice:

Stop waiting for the perfect marketing plan, the perfect website or the perfect opportunity and start taking action to get on the radar screen of your target market so they can choose you to work with and become your clients.

If you have been putting off marketing for whatever reason, it’s time to step over that obstacle and get going. Here are just a few of the reasons I hear people use to avoid taking action:

* You don’t know what to do or where to start and you’ve felt this way for several months.

* You are still perfecting your marketing materials or studying articles for tips on how to do it.

* Your last effort didn’t work the way you expected, so you are hesitating about doing the next
thing until ___________ (you fill in the blank).

* No one else seems to be doing the idea you have, so you don’t know if it’s a good idea.

* You don’t have your website up yet, or you are still perfecting the one you have.

* Yada, yada, yada…

Whatever the reason you’ve been putting it off - (and that’s what not doing it is…”putting it off”) - now is the time to be actively marketing your practice.

Summer is an opportune time for marketing your practice because even though everyone’s primary focus can seem to be summer fun, the problems they have been experiencing still exist.

Just like your problem of not having the number of clients that you want still exists.

The distraction of summer may temporarily ease the concern, but it can’t hide, cover or erase the issue. Unfortunately, for some of your potential clients, vacation can actually exacerbate or heighten their problem area, which means that your marketing message coming now could be more timely than ever.

When you reach out with confidence about what you have to offer and the value it will bring to your client’s life, those who are ready will respond…and that’s who you most want to work with, isn’t it?

If you have been putting off marketing for any reason, including the ones I’ve listed, you aren’t alone. But don’t linger in that spot because your practice will eventually suffer, if it hasn’t already. Feeling stuck could be a sign. Maybe it’s time to shift your perspective so you can get going, before you miss this summer opportunity.