Coronavirus and Your Dental Practice

If you’re concerned about the negative impact of the novel coronavirus (COVID-19) on your practice, we’re writing to let you know there is something you can do about it.

The coronavirus pandemic is an emergency, just like an economic downturn, government shutdown or natural disaster. Per your MGE training, the first things you do in an emergency are promote and produce.

During the “Great Recession” of 2008, one dental practice I know did exactly that. They first devised a marketing and promotion plan to not just prevent contraction but to actually grow during the recession. Then they implemented it, pouring the coals on promotion in every area, and they came out on top as the leading dental practice in their region.

The key is to take immediate action which puts you and your staff at cause over a noisy, fearful environment. You can do this by promoting and producing. Now, more than ever, is the time to promote like mad to existing and prospective patients and boost your practice production.

No matter what channel you communicate on, keep these points in mind:

• Don’t forward the coronavirus noise, and the fear, to patients. Be calm and proactive in all communications. For instance, tell patients something like: “For your protection, we have redoubled our already-stringent safety measures” with some details. Avoid a defensive posture, such as “So far, none of our patients or staff have been infected with the virus.”

• Remind patients of the link between oral health and systemic disease. Getting their cleanings or dental work done will help shore up their immune system.

• If they have spare time on their hands due to reduced work hours or a business closure, they can take advantage of their free time by getting their dental work done now.

When it comes to promotion, there are several things you can do at minimal cost:

1. Hit the Phones: Get staff on the phones scheduling recare.
2. “Buy Now” Offer: Think of a special offer on a popular service. Make it for a “limited time only” and spread the word via all communication channels.
3. Post on Social Media: Post updates on Facebook, Google My Business, etc., and remind patients you are there to service them.
4. Email Your Patient Base: Your patient base is always your best source of business. Send an email blast to patients on the importance of maintaining their oral health during the outbreak with tips.
5. Write Letters: When it comes to promotion, nothing quite equals the impact of a personal, handwritten letter. Writing to patients who are overdue on recall appointments is an effective way to get them in the door.
6. Blogging: Create blog posts on oral care and the coronavirus, prevention tips, etc. Then send out links to the blog in emails, social media posts, etc. Blogging will also support your SEO strategy.

XPress can provide you with these paid but affordable promotional services:

1. Every Door Direct Mail (EDDM) Postcards : EDDM postcards are a low-cost way to send out a large volume of mail to your targeted communities.
2. Database mailer : Send a printed letter to your database inviting patients in for hygiene, checkups or dental work they’ve been putting off. Inform them in a positive, proactive way of the additional safety measures you’ve implemented.
3. Care to Share Referral Campaign : Boost your internal referrals program by printing “Care to Share” cards and internal office signs encouraging patients to refer.
4. New Patient Special : Devise a New Patient Special offer and conspicuously promote it to drive-by traffic and pedestrians with banners and/or sandwich boards outside your office.

As we said, the first steps in an emergency are to promote and produce. For the practice, promote first. While that is ongoing, boost your staff’s production and your own. Let them know you need each of them to increase their production with emphasis on outflow. Get products out now.

As the virus runs its course—and it will pass—most offices will be reducing their schedules and staffing. That is contraction. You, on the other hand, will be expanding your reach, your communication and volume of products.

Reach out to us anytimefor advice or any further information you may need. We’re here to help.