Dentists are extremely dependent on powerful word of mouth referrals. Why should we expect anyone to refer us if we are just average? To be noticed we have to be noticeable; provide an experience that is not average.
Over time what was exceptional becomes average and expected. It isn’t good enough to be friendly, on time and accept insurance. Everybody does that!
Technology can be seen by patients as an exceptional above average practice feature. If the technology is exciting and the patient is invited to participate then they will be more likely to mention it to others. For example if a patient can fill out forms online before coming to a first appointment that is the type of experience they will remember and tell others about.
Another interesting observation from Seth Godin.
If you make average stuff for average people, why exactly will someone refer you? If you are busy selling standard insurance policies to standard insurance clients, why will someone refer you? Because you’re good at golf?
via Seth’s Blog.
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