by Kathleen A. Johnson
Like all good fables, this one is powerful because of the valuable
lessons it teaches.
Once upon a time, there was a dentist named Dr.
Volunteer. He was a very good dentist and very well liked by his patients.
The only problem
was, not
enough
people knew what a good dentist he was and therefore Dr. Volunteer’s
production was not as high as it could be. Rather than become angry and blame
his staff, Dr. Volunteer decided to reevaluate his practice and see if there
were any missed opportunities.
Dr. Volunteer’s office was located in
an average-sized suburban hamlet, very close to a grammar school and a
high school, and he often received emergency
calls concerning the children in the village. No matter what the season,
boys and girls playing various sports often suffered dental injuries, including
having their teeth knocked out or cracked. It surprised Dr. Volunteer that
so many parents, teachers, dukes, and coaches did not know how to handle
such
emergencies. Dr. Volunteer realized this might be the missed opportunity
he was searching for and, with the help of his trusted consultant, he set
about
finding a way to make everyone happy.
The first thing Dr. Volunteer’s
consultant told him was that no matter what he decided to do, he had
to make sure his staff was well-informed and
behind the project one hundred and ten percent. (His consultant was awfully
demanding). Dr. Volunteer said that was fine, but was there also a way
to involve an element of hockey, his favorite sport, in the project?
Given how prone hockey
players are to dental injuries, the consultant realized this was a natural
and she agreed. Together, they called the one hockey player with the
marketing savvy and family values to guide them through this project,
Wayne Gretzky.
Mr. Gretzky was more than happy to help and while his suggestions were
many and good, what follows are the ones Dr. Volunteer found most helpful:
Top five things Wayne Gretzky, supposedly, said to do:
5. Be certain
your staff is trained to handle emergency phone calls.
Time is a factor in avulsed tooth accidents so putting the patient
on hold or getting the doctor is not an option. By handling the situation
in a
calm, reassuring way, patients will not only appreciate the help,
they’ll be
impressed and tell their friends.
4. Inform patients of your
emergency policies so they know they can come to you.
In the immediate aftermath and confusion of an avulsed tooth accident,
many parents, teachers and coaches may be tempted to go to an emergency
room rather
than your practice.
3. Provide tip sheets to your patients (prevention
and steps to take after an accident).
In lieu of paper, a refrigerator magnet could provide valuable
advice along with the practice’s emergency phone number and
address.
2. Offer free, seasonal clinics on pedo accidents to
local teachers and sports leagues.
These clinics can be held at the office so people become familiar
with the location. Schedule the clinics to coincide with the beginning
of
school terms
and major sports seasons: baseball, football, basketball, hockey,
etc. The goodwill created within the community and sudden familiarity
with
the practice
will be enough for many people to try your practice.
1. Volunteer
to become “Official Dental Advisor” of
a local little league or high school.
The time investment is low, perhaps requiring little more than
running a few seasonal clinics for adults, teaching children how
to mold
mouth guards,
and
keeping your cell phone on over the weekends when games are played.
The affiliation, however, creates marketing opportunities based
on loyalty
(for a school or
team) and an impressive title: The “Official” anything
implies you were chosen for the job over others.
Top five
things Wayne Gretzky, supposedly, said to avoid:
5. Telling your
patients, “I’m all about saving teeth.
They are the canvas upon which I paint.”
4. Offering
bullies on the local pee-wee team “a quarter
for each tooth you knock out.”
3. Spreading a rumor that
mouth guards cause tooth decay.
2. Putting up posters of hockey
players in the office and telling children, “Don’t
you want to look just like that guy?”
1. Yelling out at
random sporting events, “Knock his teeth
out!”
The project was a success, Wayne Gretzky went to
the Hall of Fame, and Dr. Volunteer practiced happily ever
after.
Of course, the stuff about Wayne Gretzky never really
happened (except the Hall of Fame, that’s a gimme), and Dr. Volunteer
is actually an amalgamation of several of my clients. But the lesson
holds true. By giving a little of
yourself, you’ll get something in return. It may be some
positive P.R. or a few new patients. Or it might be something
as intangible as goodwill,
personal satisfaction, and the rarified air of superstardom—even
if it is only within a twelve-block radius.
