When it comes to dental marketing, getting your patients email address is one of the most valuable pieces of personal information you can imagine. It gives you access and permission to carry on a dialogue with your patient between visits and an opportunity to build and nurture a long-lasting relationship.
I live in a heavily-populated suburb of Denver, Colorado. There are intersections in my neighborhood that have a dental office in the shopping center on each corner. In addition, most of the practices in the area engage in some sort of direct-mail, television, or radio advertising in addition to the signs on their building and windows. I receive 2-3 postcards/offers in my mailbox every week. There are a lot of practices spending a lot of money to get me to try their office; I bet this is happening in your neighborhood too. An email gives you an effective, inexpensive way to communicate with your patients between visits.
Email: Get Permission to Communicate With Your Patients
It would seem that asking for and getting your patients email address should be relatively simple. But the fact is that today, people are very protective about giving out this personal information; even if they know you. They’ve been subjected to all kinds of unwanted solicitations and promotions, they’re concerned about virus attacks, and honestly, they just don’t want anymore “important” information to sort through. To be successful, you need to come at this from an attitude of serving the patient.
It really all depends on how you ask them for it. If you just say, “Can I have your email address?” The first response will be “NO” much of the time. Your patient needs a good reason or an incentive; they’re thinking, “What’s in it for me?”
First, let’s look at working with existing patients. They are inundated with the same kind of “trash” in their email inbox as anyone else. Let them know, “We are implementing a new monthly newsletter to improve communication with our valued patients. Once a month we’ll send you an email with a current article about health, not just your dental health, but total health. We’ll also keep you informed about new services and upcoming events & programs in our office, any changes to our office hours, and new additions to our team.”
First, you’re establishing value and service. Then, you’re assuming that they will give you the information requested. There should be no hesitation in your voice. Kind of, “Oh, by the way, what was your email address?”
If it’s a new patient making a first time appointment, tell them, “So we can send you a confirmation with an outline of what to expect on your first visit. In addition, for your convenience, I’ll attach the necessary New Patient and Health History forms so you’ll have an opportunity to fill them out if you wish before you arrive for your appointment. What is your email address?”
The same type of questioning works for prospects who are simply gathering information on the phone and not quite ready to book an appointment.
Before you get off the phone, say, “We have some detailed information about ---------- (whatever you were just talking about), if I could get your email address, I’ll send you the link / article / whatever.” Remember, an attitude of service!
If they were at all interested, they’ll give you their email. You now have an opportunity to reach out to the prospect and make another impression. What if during their fact finding phone calls they didn’t find what they were looking for or didn’t finish the search project? It leaves the door open for your practice to connect again.
The main idea is to get started in consistently asking for an email address. You are out to make friends, not enemies. You wouldn’t do anything with their email address they wouldn’t want done. If they strongly disagree in giving the address out, so be it. But, if you come from an attitude of service, they’ll almost always say “yes!”
What other ways do you engage with your patients between regularly scheduled visits? Share your thoughts and comments below.
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