The Efficient Relationship Paradox
In dentistry we are constantly bombarded by marketing and sales information. Most if not all of that material relates to the holy grail of new patients. The reason for this is that the business of dentistry is a bit complex for many people so they apply the easy rule of more new patients or clients is good and there for more is better and the more you get the better this is.  Most dentists think that they need more new patients. But do they ? New patients are necessary to replace those that leave the practice and to build the practice. As a rule of thumb for each day that you work you should see and try to retain a good referred new patient. This reflects the reality that you will not achieve this every day but to build a practice you need to aim for this to continue some sustainable growth.  Sure, you can see a couple of yellow pages referred emergencies or second opinions, but you really want to see a good referred new patient â typically someone who asks for you by name and has been referred by a patient of record that you like. That is a very different criteria than that suggested by many others. Itâs worth repeating â one patient a day who asks for you by name and is referred by a patient of record that you like. You probably need to set aside a one hour visit for these patients three to four slots a week. If they do not fill, then you might need to do something about it. Try for two a week to start. There is a principle in business called the Efficient Relationship Paradox, first promoted by Lior Arussy in 2005 in his book âPassionate and Profitableâ. Arussy suggests that so much effort is spent in business (and dentistry) in acquiring new patients or clients that we continue to build their expectations. Then once we have them in our business we treat them less and less well until they leave and are unhappy and tell the famed eleven people how unhappy they are â the exponential âbad-mouth effectâ. The paradox in fact is that maintaining relationships with patients and customers takes time and effort and that concept that there is an âefficient relationshipâ is the paradox. Focusing on keeping costs low with patients â being efficient - means that the relationship will by and large deteriorate. How can we apply this knowledge and concept in dentistry ? Try typing your patients. Practices are full of patients new and old. But if you have patients that you donât like to treat do you want more of them ? The secret to happiness in a dental practice is doing procedures you like on patients you like. If you can identify patients that you like and that like you and that are easy to treat then you can focus on these patients. If you do this, they will refer more patients and you will not have to worry about new patients. Like refers like as a rule. There are plenty of practices out there who are happy to treat patients who shop on  price and then try to bait and switch and sell them up. Is that easy or relaxing ? I seeing a patient who comes to you because of your yellow pages ad a good way to start a relationship.  A good new patient calls and says â â Iâd like to have an examination and cleaning please. I have no problems, but I have shifted and my workmates tell me that Dr X is very good and itâs a good practiceâ Thatâs the patients you want with a higher dental IQ and some connection already. Contrast that with â I want to get some xrays and a clean. My last dentist did this for rebate only. Are you a preferred provider ? I can only come in after 6 pm. I tried the other people in town. But they could not fit me inâ Both could be wonderful patients, but you have to go with the odds. So once you identify those ideal patients in your practice, you will find that you can start to treat them better. Like always fitting them in, always seeing the patients they refer before anyone else. Usually they are happy to trust you and have whatever you want to do⌠done. That means you can take more time and create a stronger relationship. All patients are not created euqally If one of these A patients (someone who comes for recall, accepts your reasonable treatment plans and pays their bills and that you like) calls up with a problem, they get seen that morning no questions asked. If they ask about sending a friend in, you come in early to see them. You call or write to them and thank them. Then you start to think about the criteria for new patients and maybe you donât accept every one. The key for practice growth is a core of reliable loyal patients who feel cared for in the practice, This does not have to be some saccharine statement, it is just by doing and treating people that you like - well. Itâs that simple.












