Customer loyalty in the dental clinic

Beyond attracting new patients, it is also important for dental clinics to focus their efforts on retaining existing patients, building relationships based on trust to achieve long-term loyalty. They must offer management that ensures both quality treatment and a good experience. All patients expect to be listened to and cared for in a personalized way. They will keep coming back to the dental practice and extend their reach through good reviews and personal recommendations.

Dentistry as a continuum of care

Dentistry is more than a checkup or a one-time treatment. It is important to see it as ongoing and necessary care that has great bearing on the long-term health and well-being of patients. It would be similar to other preventive health practices, such as exercising or following a good diet. Research has shown that good oral health, including the prevention of cavities or periodontal disease, prevents problems such as heart and respiratory disease.

Rather than focusing on fixing complications when they occur, the ideal is to maintain a relationship that supports the ongoing maintenance of your dental health. It is desirable to improve the patient experience in all aspects, from comfort in the office to the treatment received. In addition to the information and treatments provided, building trust, empathy and providing a positive atmosphere will motivate the patient to return regularly to the dental clinic for check-ups. Loyalty should be part of the clinic's culture and should be reflected in every interaction with patients.

Internal management for a better experience

To build customer loyalty, the clinic must be efficient at the organizational level, with a coordinated, motivated staff and well-defined roles for excellent care. The quality of care depends not only on the dental services provided, but also on the interaction and the close treatment given. By being able to give personalized options, clarify doubts about treatments and have an empathetic relationship, the relationship of trust with patients is gradually strengthened.

Administrative management is a key point in the process; it has been shown that good appointment and resource planning, an appropriate organizational structure and establishing quality controls are ways to contribute to customer satisfaction. For example, a dental practice where waiting times are short and well managed achieves better patient perception.

Keep in mind that these strategies are constantly evolving, the dental practice must have a plan to continually improve the patient experience. To do this, the clinic's medical team must continue to be trained and keep up to date with the best practices, new treatments and services that can be offered. Likewise, it is essential that the team transmits a good atmosphere and is at ease in order to remain motivated to provide the best treatment.

Understanding patient expectations

The basis of patient loyalty lies in understanding them and meeting their expectations. Each person is different and a personalized service that resolves their doubts or fears can have a great impact. Sometimes, expectations do not coincide with what dentists can really do, either because of misunderstandings or confusion, or because of the patient's lack of knowledge about what the treatment consists of or what is being addressed during the treatment.

Clear communication with the patient will help to make expectations more realistic, especially when it comes to complex procedures that may require some time or commitment on the part of the patient. In the initial consultation, it is key to take the time to talk to them, listen to their concerns and explain in detail what the procedure to be performed consists of. This will make patients feel more comfortable and confident, reducing the likelihood of complaints and making them more likely to return to the dental practice rather than seek advice or treatment elsewhere.

Manage complaints as an opportunity for improvement

It is key to remember that complaints should also not be seen as a problem or an obstacle, but as an opportunity for improvement. Patients who express dissatisfaction provide the clinic with direct feedback on aspects that may have been overlooked, i.e., weaknesses in service, communication or patient experience.

Although they may initially trigger an uncomfortable feeling, addressing complaints in a constructive manner is also a way of demonstrating that the dental practice cares about the well-being of its patients and is willing to nurture its relationship with them. The practice is expected to respond empathetically, with a willingness to resolve the situation in question.

Complaints give the team the opportunity to review internal procedures and adjust protocols so that expectations continue to be met from the first contact, so that each visit is increasingly aligned with what the patient expects and needs. From these comments, lessons can be learned to offer a more adequate service.

In short, many clinics choose to focus on attracting new clients, which is important for their continued growth. However, it is also important to keep the existing ones. Studies have shown that a high percentage of patients, around 75%, stop coming to the clinic due to lack of communication or attention. A habit as simple as talking to patients for a few extra minutes during each consultation are small gestures that can make a big difference in their experience.