Five Ways to Enhance the New Patient Experience

By Roger P. Levin, DDS 

There is a system we teach at Levin Group called the New Patient Experience, designed to create a seamless, positive, high-level customer experience for every new patient. A well-executed new patient experience system will increase case acceptance, attract other family members as patients, and build long-term relationships with every patient. Ultimately, every practice wants to increase production, and one of the most essential factors in achieving this is attracting and retaining new patients.  

From a production standpoint, new patients are more valuable to a practice than active patients. Through our research and client work, Levin Group has found that the average new patient has a 2- to 3-times higher production value in the first 12 months than a current active patient. New patients arrive in a curious state and become more open to what their new practice has to offer. Practices that are prepared can take full advantage of building mutually beneficial relationships with new patients. 

Here are six strategies to enhance the new patient experience: 

1. Provide exceptional customer service. 

It is important to recognize that being simply nicer is not enough. Customer service is a key business strategy, and when delivered at an exceptional, five-star level, it can attract new patients, improve patient retention, and increase case acceptance rates. Additionally, it generates more five-star online reviews, which are vital for patient decision-making. 

High-level customer service requires the practice team to convey energy and enthusiasm, fostering a supportive environment for patients. Train your team and implement effective strategies such as: 

• Compliment every patient upon arrival. 

• Smile at every patient before starting the conversation. 

• Express appreciation for their visit. 

• Check in on patients with a call or text after treatment. 

• Learn one new personal detail each visit to strengthen the relationship. 

• Offer beverages during their appointment. 

• For waits of 10 minutes or more, express apologies and offer a coffee shop gift card. 

We encourage every team member to implement 8–10 customer service strategies each day. Once these are in place, the practice will have increased energy and positivity and will enjoy the resulting benefits. 

2. Prepare an engaging script for every new patient phone call. 

When a new patient calls the practice, it marks the beginning of a valuable relationship. Unfortunately, many practices focus only on collecting patient information and scheduling appointments. Using effective scripts can significantly improve the patient experience, such as: 

• “Thank you for calling Dr. Smith’s office. This is Judy speaking. How may I help you?” 

• “We love meeting new patients and are delighted that you called.” 

• “Who may we thank for referring you?” 

• “Are you having any dental challenges at the moment?” 

• “You are going to love meeting Dr. Smith and the team. We love our patients and look forward to your first visit.” 

• “Thank you again for calling. Once again, my name is Sally. If you have any questions, please feel free to let me know. I look forward to meeting you.” 

These are a few of the phrases that Levin Group consultants train our clients to use to help set the stage for the first visit and leave the patient with a positive feeling about the practice, doctor, and team. 

3. Create the perfect first visit. 

Practices should hold a 10-minute meeting every morning to organize the day and boost efficiency. Start with an inspirational message to motivate the team. Then, discuss new business, including new patients for the day. If the new patient is a child, their parent is also considered a patient. It’s critical to know which new patients are arriving and to be prepared with the necessary steps: 

• Greet patients enthusiastically. Welcome new patients or their parents with a warm smile. Please don’t wait for them to introduce themselves. Say, “We’ve been really looking forward to meeting you. We’re delighted that you have come to our practice.“ 

• Be on time. Help new patients feel comfortable by letting them know they will be seen soon. You can say, “Mrs. Jones, we are running on time, and we will take you back to the clinical area in about five minutes.” 

• Make proper introductions. When an assistant comes to meet a patient, don’t just call out the patient’s name. Introduce the assistant to the patient. Think of it as a hand-off, as you are gently passing the new patient from team member to team member and eventually to a doctor. 

• Make sure new patients are first seen by the doctor. This is a chance to build strong relationships from the start, enhancing patient retention, referral requests, and case acceptance, while establishing a positive image. 

• Build the relationship. Dental assistants should spend two minutes talking with the patient. Ask polite questions to make them feel more comfortable and start building a connection. The goal is to strengthen the relationship over time, and this is just the beginning. 

The assistant should then introduce the doctor to the patient, engaging the patient in a process we refer to as the “Golden 10.” The Golden 10 is where they learn 8 to 10 personal details about the patient, shifting the relationship from professional to personal, making patients feel more comfortable, and building trust. 

4. Include the patient in the diagnosis. 

When you examine a new patient, make sure to involve them in the diagnostic process. Instead of just completing the diagnosis and then explaining it, include them to help them understand potential treatments. For larger cases, it’s best to schedule a follow-up consultation to refrain from overwhelming them with too much information at once. 

5. Focus on discussing the benefits of the treatment. 

Many doctors give long explanations that patients often don’t want to hear. In most cases, patients care more about how treatment will benefit them than about the details of how it works, and they make decisions based on their feelings. By focusing on benefits, doctors can build trust and create strong relationships with patients, rather than just telling them what they need or how a procedure will be done. 

6. Establish a new patient family referral program. 

Family referral programs for new patients are effective. Let new patients know they can invite family members to a free exam and consultation. This referral program can bring in new patients, who typically generate more revenue than current ones, helping increase the practice’s overall income. Having new patients provide family referrals is a powerful way to increase production and profitability. 

Summary 

The New Patient Experience is one of the most critical systems in the dental practice, bringing in 200% to 300% more income in the first year compared to existing patients. Practices should focus on attracting more new patients and increasing the average production per new patient. The recommendations in this article will help improve performance and lay the groundwork for a prosperous future.  

 ROGER P. LEVIN, DDS 

Roger P. Levin, DDS is the CEO and Founder of Levin Group, a leading practice management consulting firm that has worked with over 30,000 practices to increase production. A recognized expert on dental practice management and marketing, he has written 67 books and over 4,000 articles and regularly presents seminars in the U.S. and around the world. 

To contact Dr. Levin or to join the 40,000 dental professionals who receive his Practice Production Tip of the Day, visit www.levingroup.com or email [email protected].