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Tip of the Week
by Arthur Anderson
 Art Anderson shares this week’s tip...
How to Care for and Cultivate Long-Term Patients
All patients are not created equal. If they were, it would be profitable to cultivate all of them equally. Actually it is well worth catering to the top 20% because they are usually responsible for providing 80% of the profits.
Here’s one system for determining which patients qualify for that top 20% category. The system is recommended by Connie Hazel who is president of Hycomb Communications – a firmthat provides professional marketing tools for dentists.
Multiply these factors: Average office visits per year, times the years the patient has been in the practice, times the gross annual revenue this patient produces in a year, times the number of referrals the patient has provided to you per year. The product of that multiplication will tell you who your most beneficial patients are. You can then concentrate on the top 20%, 30% or whatever.
With all of your patients now classified, see what you can do to assure the loyalty of this group. Here are some idea starters:
1. Patronize your patients’ businesses as much as is practical.
2. Send graduation, birthday and other congratulatory cards.
3. Develop a reward program for those within the group who have kept twice-a-year hygiene appointments for five years. Reward them with a free hygiene appointment. After 10 years, provide two appointments free during the 11th year.
4. Reward those who provide referrals. Send them thank you letters and add a personal gift–a book or something related to the patient’s hobby.
While you are doing all of this, be sure you do not do anything that becomes conspicuous to patients who do not qualify. They may earn their way onto your top 20% list next year and you surely do not want to offend them.
[PRINTER FRIENDLY VERSION]
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