September 4, 2025 • 25 mins
Case acceptance often hinges on moments most dentists overlook. Do you follow-up with post-op patients? Does the front desk greet every patient? Is your office clean and welcoming?
In this episode, we talk about the little things that improve patient experience and lead to more reviews, loyalty, and referrals. Tune in for creative ways to make your practice stand out and help your team provide consistent care!
Topics discussed in this episode:
- Why patient experience matters
- How to make a good first impression
- Phone etiquette and follow-up calls
- Patient gifts that are worth the money
- How to keep your team accountable
- Tips to get more five-star reviews
- Creative, low-cost marketing strategies
This episode was produced by Podcast Boutique https://www.podcastboutique.com
Use the same marketing company as Dr. Etch!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:02):
Today, we're talking about one thing that can make or
break your practice, and it'snot your pricing or new
technology.
It's patient experience.
It's how your team shows up,how the patients feel while
they're in the room, and allthose little touches that make
patients feel important and leadto better case acceptance and
even more referrals to yourpractice.
That's what today's episode isall about.
(00:24):
You'll get some ideas formaking patients feel more
comfortable in your practice.
That's what today's episode isall about.
You'll get some ideas formaking patients feel more
comfortable in your office,helping your team create a
better experience and gettingmore five-star reviews for your
practice, which ultimately leadsto more practice growth and
more profit.
Let's get to it.
You are listening to the DentalPractice Heroes podcast, where
we teach dentists how to stepback from the chair, empower
(00:45):
their team and build a practicethat gives them their life back.
I'm your host, dr Paul Etchison, dental coach, author of two
books on dental practicemanagement and owner of a large
four-doctor practice that runswith ease, while I work just one
clinical day a week.
If you're ready for a practicethat supports your life instead
of consuming it, you're in theright place.
(01:10):
My team of legendary dentalcoaches and I are here to guide
you on your path fromoverwhelmed owner to dental
practice hero.
Let's get started.
Hey, welcome back to the DentalPractice Heroes podcast.
I'm your host, dr Paul Edgerson, and I am joined with my DPH
coaches.
I got Dr Steve Markowitz theman, the legend.
He's got six practices on theEast Coast.
He don't ever quit and he nevermisses.
(01:32):
We got Dr Henry Ernst he's gotan 18-op practice in Carolina
and man, that team don't everquit either.
They are joined with me becausethey want to share something
really special with you today.
Speaker 2 (01:50):
And what?
Speaker 1 (01:51):
is that, Dr Steve?
Patient experiences how to makethem smooth.
Just like that intro, Paul, youcrushed it Smooth, yeah, Okay,
Patient experience it is.
So you know.
This is one of those things.
I think.
If you put a littleintentionality into your patient
experience, it can go a longway, because nobody does it.
You want to differentiateyourself.
It's not just about puttingwarm, caring people on your
website, it's about actuallyfollow through and making the
patient feel that.
(02:11):
So I'll go to you, Henry, first.
Like what is what do you dospecial in your office that
makes the patient experiencespecial?
Because we can't just hire Imean, we can hire great people
and hope it happens, but how dowe become more intentional about
it?
Speaker 3 (02:25):
When we were in school, we would always take
notes and always have a TQ or abig star when something was
really important.
So remember this.
This is a test question.
Patient experience equalstreatment plan acceptance.
When your patient experience istop notch, your treatment plan
acceptance will be great.
If your treatment planacceptance is crappy, look at
the experience right.
So this starts from thingswe're not even thinking about
(02:48):
normally.
So the patient experiencedoesn't start in the office.
It starts with the phone call.
Are we answering the phone?
Every one of these things, ifmessed up, can drop a patient
off and then they're getting outand they're not going to come
in, they're not going to get theexperience, they're not going
to accept treatment.
So are we answering phones?
What's our missed call rate?
Are we answering phonesproperly?
Are we taking control of theconversations like we should?
(03:08):
When I come into the office, howare the people dressed?
Are they dressed professionally?
Is the office clean?
Am I getting greeted?
You know, when I walk into thewaiting room, are you showing me
amenities?
Do you have little amenities?
Am I getting greeted when Icome back?
All these little things right?
Am I offered a beveragebeverage bar, you know, not beer
(03:31):
or anything like we talkedabout last experience.
But you know coffee, stuff likethat.
When the doctor talks with thepatient, are we coming up with
commonalities?
Are we coming up withconnections?
Are we showing the patientstheir pictures and their x-rays
and explaining to them notselling, but we're educating Are
we offering them treatment planoptions and financing options,
or are we just limited withoptions?
(03:51):
Right, everything that we cando is going to get the patient
to say yes, right.
And then we got to thinkoutside the box.
I had my office staff years agocome up with things that will
make the patient experiencebetter.
We do cookies.
We bake cookies twice a dayMakes the office smell nice.
We give new patient gifts andwe rotate them.
Right.
We have gifts for guys, giftsfor girls.
What's the follow-up when we'redone?
(04:13):
Do we call you?
Do we ask how the experiencewas?
If you didn't schedule right?
Do we call you?
If we did an extraction, rootcanal, did we call you
afterwards as the doctor to seehow you're doing?
Right?
All of these things are superimportant and you can come up
with a list like just do it fromstart to finish.
You could always do a secretshopper, right, we've done this
(04:35):
before.
I've had friends just say hey,I'm going to pay for your
cleaning and everything.
Just come into the office youcould even videotape it if you
like and go through that wholeprocess to see if it's what you
really want, as your name is onthe door.
Once you have these processes inprocess, it's not the end.
You got to audit themconsistently.
It only takes one team member anew team member to not learn
(04:56):
how you're supposed to do it, todrop it all and then a month
later nobody's greeting peopleand all this stuff.
So it is super important.
Nobody's greeting people andall this stuff.
So it is super important.
And you know you're doing agood job.
When a patient says man,nobody's ever explained that to
me like that man, this office isreally nice.
You know, I've never had TVsbefore above my head, so you
want to go above and beyond,because there's so much
(05:17):
competition nowadays andeverybody can say they're the
latest and the greatest.
But it's all about thepersonality and getting the
experience.
We don't have customer serviceafter COVID in this world
anymore, right?
Speaker 1 (05:30):
Yeah.
Speaker 3 (05:30):
Everything is like check your own stuff out at the
grocery, do this, do that.
It's so nice to go to abusiness where everybody is, you
know, doing customer service upto here.
Speaker 2 (05:41):
Wait.
Thanks, steve.
I got a couple thoughts.
But yesterday my wife had totake my oldest for their
appointment to get for schoolfor their yearly physical.
The appointment was supposed tobe at 4 o'clock on Wednesday.
They moved it to 8.50 onThursday.
We got three kids trying to getthem to camp and then she
showed up at 9 o'clock afterdropping my two other kids off
(06:03):
at camp.
She showed up at nine o'clockafter dropping my two other kids
off at camp.
She showed up at nine o'clockand they wouldn't see her and
they said it's time to get a newHMO Steve.
And they said this is our policy.
They were having a good day.
We woke up early to get thekids ready, to get Jacob to his
appointment and this woman, byjust not treating them with any
(06:27):
care or understanding or empathy, ruined both my son's day and
my wife's day.
Fast forward to that night.
I was coming home from work andI was like, well, let's do
Mexican Lynn, can you call indinner and I'll pick it up?
And she called me and she'slike can you give that guy who
answered the phone, can you givehim a tip?
That guy literally made mechange my day.
And I think what?
Because he was so kind.
(06:48):
I think what that I immediatelyshare that story with my team.
We get to have that level ofimpact.
We can make people's day andruin people's day just by how we
treat them.
So, as patients go through yourpatient journey, as we pick up
the phone, as we check them in,as we transition them.
(07:09):
That is what I impress on everysingle team member is we get
the chance to make people's dayor ruin it.
It's your choice and we canalso.
We can disagree with someone orhave systems and policies, but
also do it in a kind way, I'm sosorry you're going to hate me.
(07:34):
You're the patient who wasbehind you was already already
being seen.
I don't think I can get you in.
Let me take a look, just giveme a couple minutes, let me see.
Some times that will workbetter for you.
That would have gone so muchbetter than you didn't do your
your paperwork and I can't seeyou.
So I share that in.
Like it sounds extreme, butthat happens every day in
healthcare.
Every single day that kind ofstuff happens.
The bar for excellence is solow, which is such an advantage
(07:59):
for us.
We don't have to be perfect, wejust have to not suck.
Speaker 1 (08:02):
Yeah.
Speaker 2 (08:02):
So when you go through it, yes, I love.
We have TVs in all our ops, weoffer water, we want to do all
these amenities, things andthat's great.
That's like the cherry on top.
But before we can get to thecherry, you better get the meat
and potatoes all perfect, whichis how do we answer the phones
before that?
Do we answer the phones?
How do we greet people?
How do we show people that wecare?
(08:25):
What does this look like?
Write it all out, because, asHenry said, if any point in that
chain of the patient journeyisn't perfect, that's the story
they're going to go home andtell, yeah, I think it's like
there's the book of what is itcalled?
Speaker 1 (08:40):
The Power of Moments was an interesting book and one
thing I remember from that isnobody remembers the middle.
They remember the beginningsand the endings.
And I just read another bookthat was really interesting by
Eric Barker.
It was called Plays Well WithOthers and it took all these
social maxims such as no man isan island, and one of the things
it said, like can you read abook by its cover?
(09:01):
And it talked about firstimpressions.
And one of the things it saidis first impressions people like
say I have this great intuitionon people.
I can really tell it reallypoked a hole in that said hey,
our intuition sucks on people.
We can't tell anything.
Our first impressions are wronga lot of times.
But one thing it did say isthat it is so difficult to
change someone's firstimpression so you've got to
(09:23):
bring it at the beginning.
Man, I see so many docs, newgrads, not even get completely
in front of the patient whenthey introduce himself and they
just lead off on a so lowconfidence note that I think you
can't.
It's like you blew it.
You blew it in the first fiveseconds, because that first
impression that happens in likeI don't know, probably
(09:43):
milliseconds right, it justhappens right away.
And that was the thing that Ithought was really interesting
about that.
What they said in the book isthat you know that first
impression is hard to change.
Speaker 3 (09:51):
Yeah, I feel like I'm humble.
I feel like I'm not thegreatest dentist in the world,
right, but I care about people.
You're preaching to the choirright there.
I teach every young dentist sitand we practice this.
I know it sounds crazy, but wepractice and we role play.
Sit in front of the patient.
(10:11):
I can't tell you how many timesI've seen we have rear facing.
So people say hello, how's itgoing?
And they're behind you.
That is weird, right?
That is just weird.
I'm about to feel old now,because we used to look people
in the eyes, right?
This new generation does not dothat.
And people feel, especially whenyou're talking about something
like their dental health, whyhave I not gone to the dentist
in 10 years?
And what you know?
What do I need?
Look at them in the eye, itreally means so much.
(10:34):
You know what do I need.
Look at them in the eye, itreally means so much.
And calling people afterwards Ilove it when I call somebody
and I ask them how they're doing.
They tell me a story.
You know what?
I was at a friend's house whenyou called me and my friend said
who was that?
And I said my dentist.
And that person said myfreaking dentist never calls me.
I spent like $10,000 with thatjerk, so it's all about the
personal thing.
And you said it great, steve,is there's such a low bar after
(11:01):
COVID, right?
There's no customer service inthis world.
It's so nice to do businesswith somebody who does have that
touch.
Speaker 1 (11:04):
But one thing that came up recently for us is we're
using AI to audit our phonecalls, which is really cool, and
sometimes it gives some reallyfunny recommendations.
The other day we had a reallygood phone call, but its
recommendation was the agent,meaning the person that answered
the phone.
On my team, the agent couldhave made it more memorable by
asking the caller at the end wasthere anything else I could
(11:27):
have helped you with or that Icould help you with, and did I
satisfy all your needs today?
And I was like you know what?
That's kind of a nice ass touchright at the end of it, you
know.
So it's like even like there'salways an improvement to get
better, and part of me wondersis like, uh, just a big.
You could just make a giantdocument full of these things.
There's so many little touchpoints that you can make special
.
The one I always like to bringup is I went when I sit a
(11:48):
patient up after doing a crownand we're going to start milling
it and designing it and stuff.
I asked him hey, it's going tobe 40 minutes.
Everything went really great.
Can I get you water or coffeeor anything?
You need to run to the washroomand they always say no, no, no.
But it's just that little touchpoint makes such a big
difference.
And the other thing is I alwaysask them is it okay if I lean
you back before I lean them?
Speaker 3 (12:07):
back.
Speaker 1 (12:07):
Little touch, that little thing.
Do I need to?
No, I don't need to do any ofthis shit, but it makes a
difference and it makes that somuch more memorable experience,
and that's the stuff yourpatient remembers.
Speaker 2 (12:18):
Why do you ask?
I asked the same question, butdo you know why you ask?
I just think it's polite.
Speaker 3 (12:23):
I'll tell you why I do it.
I can't tell you how many times.
If I don't do it, they wouldjump out of the chair like they
were scared shitless, right?
So I always ask permission,right, is it okay?
I ask permission.
Is it okay if I set you back inthe chair and maybe this comes
with my South Florida, you know,because in South Florida
everybody's old and everybodyhas back trouble.
So I got in the habit of askingpermission.
(12:48):
Is it okay if I set you backright Again?
Newer dentist doesn't even sitin front of you, jumps the chair
back.
It's just a horrible experience.
Speaker 2 (12:53):
Tell what Henry was saying about.
He calls the patient.
I was just having aconversation with one of my
doctors.
If there's times wherever I'mever just thinking about how
someone's doing or wondering apatient, I'm like I'm going to
call them and it's not because Iwant to be like go over the top
.
It's also helps me get it offmy mind, like I can check that
off my list.
Yeah, there's a reason why mysubconscious thought about that
(13:15):
patient and again, it's what Iget probably the most
compliments on and it definitelyis a touch that I think helps
with the patient experience.
But it also helps me sleepbetter at night too.
Speaker 3 (13:28):
Yeah, and I'll tell you something that makes it fun.
Fun for the staff is we do thesecret shoppers and I think we
do it maybe twice a year and wehave to get real creative
because the staff has gottensmart now.
We used to have like theselittle pins you can get them on
Amazon.
That's like a little camera andfrom start to finish, I've got
the experience.
How were they greeted, how werethey brought in the back, how
(13:49):
did the doctor explain things tothem?
And then we share it during ourquarterly meeting and we give
kudos.
We make it fun, like I'll take atennis ball and tape a gift
certificate around like, hey,jane, that was awesome, launch a
gift certificate there.
So it also keeps you humblebecause you can see, you know
what we probably could have donethis better.
Right, are we walking thepatients up front?
(14:11):
You know what?
This patient didn't get walkedall the way out to the front.
It's a nice touch to walk themall the way up front, open the
door for them hey, you know what?
We didn't do that.
But it's nice to celebrate yourwins and to physically see that
, yes, my vision is workingright.
We're auditing, because I knowwe always say auditing, but it's
so important as a businessowner.
Things can get off the track soeasily with one employee, yeah,
(14:34):
and there's like no magicsystem for patient experience.
Speaker 1 (14:39):
It's just a bunch of little things and making it part
of your culture that it'simportant.
By talking about it, you knowthere's so many things like to
show you how it's part of myculture.
I remember our team asking whatdo you guys think about in
wintertime taking people's coats, like doing a coat check.
And we eventually decidedagainst it, but it was a good
suggestion.
I'm like that's kind of cool.
You know, I kind of like thatwe could take it and we can hang
(15:00):
it up for them.
We could.
They're all done like whatwould you do for a guest in your
home?
You know just all these littlethings that you can do and you
just keep adding to it.
But it definitely makes itspecial.
And that's the type of stufflike when we're trying to open a
practice.
If you're a new practice ownerand you're trying to
differentiate yourself in yourmarket.
I mean, I always think it'simportant to get out on the SEO,
so you appear at the top.
(15:21):
Or you're sponsoring ads, soyou appear at the top.
But damn dude, you got to getthose reviews.
And I guarantee you, if you'redoing all these patient
experience things and you lookthe patient in the eye
personally as a doctor, and say,hey, we're really trying to
grow our reviews.
Would you write us a reviewplease?
They will do it and I bet youcould get a thousand reviews.
In what?
What do you think?
(15:41):
Six months A year, thousand, Idon't know Thousand?
Yeah, I got 2,000.
It's been 13 years.
Speaker 2 (15:47):
A thousand seems, seems that's kind of high Is it
Okay?
Speaker 3 (15:51):
what?
Speaker 2 (15:51):
500?
I would say 100 would be a goodplace to start.
Speaker 3 (15:54):
I like to be humble and say you know what, If you're
willing to leave us some goodfeedback I always say it a lot
better than I ever thought.
Oh, you know what, If you havea moment, we'll send you a link.
You could just say some nicethings about us.
It helps us in the communityand we're really appreciative
for that.
Are you willing to?
Speaker 1 (16:10):
do that.
Yes, you know what I would loveto do.
We're going to do a challengefor all the listeners On October
, the first week of October.
Let's see how many send me anemail at dentalpracticeheroes at
gmailcom, and I'm going to getmy team so involved in this.
Speaker 3 (16:29):
I'm going to get 40 reviews In one day One week.
Wait a minute.
You personally, you only workone day a week.
Speaker 1 (16:37):
Oh.
Speaker 2 (16:37):
I'm showing up every day.
Speaker 1 (16:38):
I'm the review master .
Hey, it's me.
I used to work here.
That's what I was going to sayto me.
Speaker 2 (16:43):
What is the competition?
I'm competitive.
Speaker 1 (16:45):
Let's go October 6th through October 10th.
Who can get the most reviews?
And if you get the most reviews, you get to come on the podcast
.
I don't know, we'll dosomething for you.
Speaker 3 (16:55):
I wanted to say one thing too, to be creative,
because I know, steve, you had agreat point.
It's not about the bells andthe whistles, but I will say
some interesting things thatwe've done over the years.
That works.
Cialdini always talks about the.
You know the principles ofinfluence and I always like the
reciprocation right.
So it's great to, when you'representing a treatment plan for
a new patient, give them a newgift, right, we have I think our
(17:17):
current ones are.
We have these nice beer mugs atPleasant Plains.
Dental for guys, for ladies.
We have wine Like glass, yeah,and it comes in a nice little
like a box and with all thisstuff on there.
Other things that you can do,like I mentioned before, baking
cookies.
It's a great thing.
It just makes the office smellnice.
It doesn't smell like, you know.
(17:37):
Dental stuff, right, extractiongift, goody bag right, we give.
A lot of people just give thegauze and stuff we give.
Let's see, if I remembercorrectly, it's a little can of
soup and it's a Hershey Kiss andit's got all the other stuff in
there.
So it's like a.
You know it's a nice littletouch.
I know it sounds dumb, butpatients remember that, right,
gosh, they give me.
They're going to give me thesoup, you know.
Speaker 1 (17:58):
Question and this is you know, we used to do this
stuff and then one day you runout and you realize you have to
order some more.
So you stop doing it for awhile and then you go hmm,
nothing really changed, and thenwe stopped doing it.
So what are your thoughts onthat?
Sometimes I feel like that'sjust another thing for me to
keep track of.
Is ordering these goodies.
I mean glass beer mugs.
(18:19):
That's pretty cool.
Nobody gives a crap about acrappy plastic tumbler anymore.
That's not cool.
Nobody, you know nobody wants acanned koozie.
Yeah.
Speaker 3 (18:26):
And I let my staff pick the gifts like, hey, you
know what, we've done them.
We've done the mugs.
This is like our new thing now.
What's what's new?
And I think I can't remember.
You know, all these marketingcompanies have all these cool
things right.
Let the that's kind of coolthat people actually like that
(18:47):
they won't just chuck.
Speaker 2 (18:49):
Yeah, Can I answer that?
Can I answer that question?
I have some ideas, so I don'tthink it actually matters
because there are many that mostdental offices don't offer
those things.
But the question is like whoare we?
Like you don't need to, but ifthat's part of who you are, then
that's your brand and that canchange.
(19:09):
But if your brand is we'regoing to do this, then that's
who you are and that's whatdifferentiates you.
That's perfectly okay.
Speaker 1 (19:15):
We stopped doing toothbrushes.
We got a four-star reviewrecently for it.
Four stars because they didn'tgive me a toothbrush.
Speaker 2 (19:21):
We ask if the patient wants a toothbrush.
Speaker 3 (19:24):
We don't have toothbrushes in the Carolinas,
so when we stopped doing them,man, we had a freaking
pitchforks and torches.
So we have never, we always,still do them.
Speaker 1 (19:32):
I got a tool with bristles on a stick for you.
Speaker 3 (19:37):
I'm not kidding.
When we stopped doing it as abeta test for a while and my
hygienist says we can't do thisanymore, I'm getting bitched out
, man, really.
Speaker 1 (19:45):
I.
We can't do this anymore.
I'm getting bitched out, man,really, I just think it's so
ridiculous.
Why am I responsible to get youa toothbrush?
Speaker 3 (19:50):
I don't know.
I think we did it for so manyyears.
People just expected it Allright.
Speaker 1 (19:55):
The hygienists want it back, and I'm just like fine,
it's just another thing toorder.
I guess, how much do you spendon these bags, your?
Speaker 3 (20:09):
Muggies, things you're getting, I mean it's I
see the numbers, all the numbersare good, so, yeah, so I think
we have a certain but we have acertain budget for it and you
know my team sticks within thebudget, so and it's I mean, like
a beer mug, it's not given outevery time.
Right, we have a oh like on thepop, we have a little on open
dental.
There's an area we can and weactually have a little list of,
like this person, what, whatthey've got over the years.
Speaker 1 (20:27):
So, hey, they already got a mug.
These are random gifts.
Now All new patients get gifts.
Speaker 3 (20:32):
Oh, every new patient , okay.
And then our existing patients,we call them, you know, our VIP
patients, the patients wereally like and stuff like that.
We just give them stuff, youknow like that, here and there
on a routine basis.
Speaker 1 (20:44):
I need to be more giving.
My heart is getting cold andstony.
Speaker 2 (20:48):
People think that their marketing budget's only
what they pay on their websiteor pay for advertising.
But all this stuff is part ofyour marketing too, and there's
two parts of marketing.
There's actually measurablepart, which is the company calls
that I get from this piece ofadvertising, and then there's
your brand recognition and allof this stuff.
(21:08):
There's your brand recognitionand all of this stuff falls into
your brand recognition and it'sgift giving and stuff with your
logo on it, and it all fallsunder the marketing and that
should be.
You should continue to spend acertain percentage.
Speaker 1 (21:21):
We can talk about that whatever your goals are,
but you should fill that bucketbecause it continues to help
feed the beast.
But I think the hard part isthat what do you get that people
like?
Okay, for instance, I gotdental practice hero sweatshirts
made.
Okay, Dental practice heroes.
Look at me shaking my head,Paul.
Speaker 3 (21:37):
Hold on.
No, but I gave it.
Speaker 1 (21:38):
I never got one, I got to get you one, I'll sit in
my closet and I gave them tosome friends and they're like
cool, they never wear them.
And I'm like dude, how can younever wear the thing?
They're like actually it's justdentist, it's just stupid.
Like I don't want to walkaround a dental practice, you
know podcast.
So I'm like, okay, if I justput DPH on there, would you wear
it?
Speaker 2 (22:03):
They're like yes, that would be cool.
So what do you put on myt-shirts In Like office?
Speaker 1 (22:07):
Or you saw them in public.
Speaker 2 (22:08):
You don't have to do any of this crap.
You don't have to.
It's just is that going to?
Does it?
Does this align with how youwant to take care of people?
Speaker 3 (22:16):
Yeah, okay, here's one.
Here's a one.
Every year, veterans Dayweekend, we open the office for
Veterans Day to veterans freedental care.
You know, we do the basic stuff, but we make a ton of t-shirts
for the staff and we give themout.
I love wearing those t-shirts.
Right, it's basically on theback says you know the date, and
giving back to veterans usuallyhas some form of American flag
(22:37):
on it and stuff like that.
Man, that is.
I mean, it's not what it'smeant to be for, but it's great
marketing man.
You open your office, it startsconversations in the gym all
the time.
Speaker 2 (22:46):
man you open your office, it starts conversations
in the gym all the time.
But also, Henry, because you'relifting like 300 pounds.
It's more the weight thatyou're lifting.
Speaker 1 (22:53):
That's causing all the conversation.
I'm bolting the shirt, man.
Well, you know, I think theseare all good solutions.
I think the moral of the storyis, man, talk about this with
your team and getting your teamto internalize and understand
man, this makes a difference andI have so much power in what
I'm doing today.
I have the power to changesomebody's day.
I have the power to really havesomebody leave here and feel
(23:15):
good, so that may give my jobmore meaning.
So, discuss with your team,come up with some stuff and
never quit doing it.
Always continue to talk andgrow on this and build on it.
But thank you so much forlistening.
If you're thinking about you'reworking with a coach like Steve
or Henry, have them looking atyour practice and showing you
how to convince your team thatthese things are good ideas and
how to lead a team.
(23:35):
Check out our website atdentalpracticeshowscom and look
at our coaching packages.
Thank you so much for listening.
We'll talk to you next time.
Today, we're talking about one thing that can make or
break your practice, and it'snot your pricing or new
technology.
It's patient experience.
It's how your team shows up,how the patients feel while
they're in the room, and allthose little touches that make
patients feel important and leadto better case acceptance and
even more referrals to yourpractice.
That's what today's episode isall about.
(00:24):
You'll get some ideas formaking patients feel more
comfortable in your practice.
That's what today's episode isall about.
You'll get some ideas formaking patients feel more
comfortable in your office,helping your team create a
better experience and gettingmore five-star reviews for your
practice, which ultimately leadsto more practice growth and
more profit.
Let's get to it.
You are listening to the DentalPractice Heroes podcast, where
we teach dentists how to stepback from the chair, empower
(00:45):
their team and build a practicethat gives them their life back.
I'm your host, dr Paul Etchison, dental coach, author of two
books on dental practicemanagement and owner of a large
four-doctor practice that runswith ease, while I work just one
clinical day a week.
If you're ready for a practicethat supports your life instead
of consuming it, you're in theright place.
(01:10):
My team of legendary dentalcoaches and I are here to guide
you on your path fromoverwhelmed owner to dental
practice hero.
Let's get started.
Hey, welcome back to the DentalPractice Heroes podcast.
I'm your host, dr Paul Edgerson, and I am joined with my DPH
coaches.
I got Dr Steve Markowitz theman, the legend.
He's got six practices on theEast Coast.
He don't ever quit and he nevermisses.
(01:32):
We got Dr Henry Ernst he's gotan 18-op practice in Carolina
and man, that team don't everquit either.
They are joined with me becausethey want to share something
really special with you today.
Speaker 2 (01:50):
And what?
Speaker 1 (01:51):
is that, Dr Steve?
Patient experiences how to makethem smooth.
Just like that intro, Paul, youcrushed it Smooth, yeah, Okay,
Patient experience it is.
So you know.
This is one of those things.
I think.
If you put a littleintentionality into your patient
experience, it can go a longway, because nobody does it.
You want to differentiateyourself.
It's not just about puttingwarm, caring people on your
website, it's about actuallyfollow through and making the
patient feel that.
(02:11):
So I'll go to you, Henry, first.
Like what is what do you dospecial in your office that
makes the patient experiencespecial?
Because we can't just hire Imean, we can hire great people
and hope it happens, but how dowe become more intentional about
it?
Speaker 3 (02:25):
When we were in school, we would always take
notes and always have a TQ or abig star when something was
really important.
So remember this.
This is a test question.
Patient experience equalstreatment plan acceptance.
When your patient experience istop notch, your treatment plan
acceptance will be great.
If your treatment planacceptance is crappy, look at
the experience right.
So this starts from thingswe're not even thinking about
(02:48):
normally.
So the patient experiencedoesn't start in the office.
It starts with the phone call.
Are we answering the phone?
Every one of these things, ifmessed up, can drop a patient
off and then they're getting outand they're not going to come
in, they're not going to get theexperience, they're not going
to accept treatment.
So are we answering phones?
What's our missed call rate?
Are we answering phonesproperly?
Are we taking control of theconversations like we should?
(03:08):
When I come into the office, howare the people dressed?
Are they dressed professionally?
Is the office clean?
Am I getting greeted?
You know, when I walk into thewaiting room, are you showing me
amenities?
Do you have little amenities?
Am I getting greeted when Icome back?
All these little things right?
Am I offered a beveragebeverage bar, you know, not beer
(03:31):
or anything like we talkedabout last experience.
But you know coffee, stuff likethat.
When the doctor talks with thepatient, are we coming up with
commonalities?
Are we coming up withconnections?
Are we showing the patientstheir pictures and their x-rays
and explaining to them notselling, but we're educating Are
we offering them treatment planoptions and financing options,
or are we just limited withoptions?
(03:51):
Right, everything that we cando is going to get the patient
to say yes, right.
And then we got to thinkoutside the box.
I had my office staff years agocome up with things that will
make the patient experiencebetter.
We do cookies.
We bake cookies twice a dayMakes the office smell nice.
We give new patient gifts andwe rotate them.
Right.
We have gifts for guys, giftsfor girls.
What's the follow-up when we'redone?
(04:13):
Do we call you?
Do we ask how the experiencewas?
If you didn't schedule right?
Do we call you?
If we did an extraction, rootcanal, did we call you
afterwards as the doctor to seehow you're doing?
Right?
All of these things are superimportant and you can come up
with a list like just do it fromstart to finish.
You could always do a secretshopper, right, we've done this
(04:35):
before.
I've had friends just say hey,I'm going to pay for your
cleaning and everything.
Just come into the office youcould even videotape it if you
like and go through that wholeprocess to see if it's what you
really want, as your name is onthe door.
Once you have these processes inprocess, it's not the end.
You got to audit themconsistently.
It only takes one team member anew team member to not learn
(04:56):
how you're supposed to do it, todrop it all and then a month
later nobody's greeting peopleand all this stuff.
So it is super important.
Nobody's greeting people andall this stuff.
So it is super important.
And you know you're doing agood job.
When a patient says man,nobody's ever explained that to
me like that man, this office isreally nice.
You know, I've never had TVsbefore above my head, so you
want to go above and beyond,because there's so much
(05:17):
competition nowadays andeverybody can say they're the
latest and the greatest.
But it's all about thepersonality and getting the
experience.
We don't have customer serviceafter COVID in this world
anymore, right?
Speaker 1 (05:30):
Yeah.
Speaker 3 (05:30):
Everything is like check your own stuff out at the
grocery, do this, do that.
It's so nice to go to abusiness where everybody is, you
know, doing customer service upto here.
Speaker 2 (05:41):
Wait.
Thanks, steve.
I got a couple thoughts.
But yesterday my wife had totake my oldest for their
appointment to get for schoolfor their yearly physical.
The appointment was supposed tobe at 4 o'clock on Wednesday.
They moved it to 8.50 onThursday.
We got three kids trying to getthem to camp and then she
showed up at 9 o'clock afterdropping my two other kids off
(06:03):
at camp.
She showed up at nine o'clockafter dropping my two other kids
off at camp.
She showed up at nine o'clockand they wouldn't see her and
they said it's time to get a newHMO Steve.
And they said this is our policy.
They were having a good day.
We woke up early to get thekids ready, to get Jacob to his
appointment and this woman, byjust not treating them with any
(06:27):
care or understanding or empathy, ruined both my son's day and
my wife's day.
Fast forward to that night.
I was coming home from work andI was like, well, let's do
Mexican Lynn, can you call indinner and I'll pick it up?
And she called me and she'slike can you give that guy who
answered the phone, can you givehim a tip?
That guy literally made mechange my day.
And I think what?
Because he was so kind.
(06:48):
I think what that I immediatelyshare that story with my team.
We get to have that level ofimpact.
We can make people's day andruin people's day just by how we
treat them.
So, as patients go through yourpatient journey, as we pick up
the phone, as we check them in,as we transition them.
(07:09):
That is what I impress on everysingle team member is we get
the chance to make people's dayor ruin it.
It's your choice and we canalso.
We can disagree with someone orhave systems and policies, but
also do it in a kind way, I'm sosorry you're going to hate me.
(07:34):
You're the patient who wasbehind you was already already
being seen.
I don't think I can get you in.
Let me take a look, just giveme a couple minutes, let me see.
Some times that will workbetter for you.
That would have gone so muchbetter than you didn't do your
your paperwork and I can't seeyou.
So I share that in.
Like it sounds extreme, butthat happens every day in
healthcare.
Every single day that kind ofstuff happens.
The bar for excellence is solow, which is such an advantage
(07:59):
for us.
We don't have to be perfect, wejust have to not suck.
Speaker 1 (08:02):
Yeah.
Speaker 2 (08:02):
So when you go through it, yes, I love.
We have TVs in all our ops, weoffer water, we want to do all
these amenities, things andthat's great.
That's like the cherry on top.
But before we can get to thecherry, you better get the meat
and potatoes all perfect, whichis how do we answer the phones
before that?
Do we answer the phones?
How do we greet people?
How do we show people that wecare?
(08:25):
What does this look like?
Write it all out, because, asHenry said, if any point in that
chain of the patient journeyisn't perfect, that's the story
they're going to go home andtell, yeah, I think it's like
there's the book of what is itcalled?
Speaker 1 (08:40):
The Power of Moments was an interesting book and one
thing I remember from that isnobody remembers the middle.
They remember the beginningsand the endings.
And I just read another bookthat was really interesting by
Eric Barker.
It was called Plays Well WithOthers and it took all these
social maxims such as no man isan island, and one of the things
it said, like can you read abook by its cover?
(09:01):
And it talked about firstimpressions.
And one of the things it saidis first impressions people like
say I have this great intuitionon people.
I can really tell it reallypoked a hole in that said hey,
our intuition sucks on people.
We can't tell anything.
Our first impressions are wronga lot of times.
But one thing it did say isthat it is so difficult to
change someone's firstimpression so you've got to
(09:23):
bring it at the beginning.
Man, I see so many docs, newgrads, not even get completely
in front of the patient whenthey introduce himself and they
just lead off on a so lowconfidence note that I think you
can't.
It's like you blew it.
You blew it in the first fiveseconds, because that first
impression that happens in likeI don't know, probably
(09:43):
milliseconds right, it justhappens right away.
And that was the thing that Ithought was really interesting
about that.
What they said in the book isthat you know that first
impression is hard to change.
Speaker 3 (09:51):
Yeah, I feel like I'm humble.
I feel like I'm not thegreatest dentist in the world,
right, but I care about people.
You're preaching to the choirright there.
I teach every young dentist sitand we practice this.
I know it sounds crazy, but wepractice and we role play.
Sit in front of the patient.
(10:11):
I can't tell you how many timesI've seen we have rear facing.
So people say hello, how's itgoing?
And they're behind you.
That is weird, right?
That is just weird.
I'm about to feel old now,because we used to look people
in the eyes, right?
This new generation does not dothat.
And people feel, especially whenyou're talking about something
like their dental health, whyhave I not gone to the dentist
in 10 years?
And what you know?
What do I need?
Look at them in the eye, itreally means so much.
(10:34):
You know what do I need.
Look at them in the eye, itreally means so much.
And calling people afterwards Ilove it when I call somebody
and I ask them how they're doing.
They tell me a story.
You know what?
I was at a friend's house whenyou called me and my friend said
who was that?
And I said my dentist.
And that person said myfreaking dentist never calls me.
I spent like $10,000 with thatjerk, so it's all about the
personal thing.
And you said it great, steve,is there's such a low bar after
(11:01):
COVID, right?
There's no customer service inthis world.
It's so nice to do businesswith somebody who does have that
touch.
Speaker 1 (11:04):
But one thing that came up recently for us is we're
using AI to audit our phonecalls, which is really cool, and
sometimes it gives some reallyfunny recommendations.
The other day we had a reallygood phone call, but its
recommendation was the agent,meaning the person that answered
the phone.
On my team, the agent couldhave made it more memorable by
asking the caller at the end wasthere anything else I could
(11:27):
have helped you with or that Icould help you with, and did I
satisfy all your needs today?
And I was like you know what?
That's kind of a nice ass touchright at the end of it, you
know.
So it's like even like there'salways an improvement to get
better, and part of me wondersis like, uh, just a big.
You could just make a giantdocument full of these things.
There's so many little touchpoints that you can make special
.
The one I always like to bringup is I went when I sit a
(11:48):
patient up after doing a crownand we're going to start milling
it and designing it and stuff.
I asked him hey, it's going tobe 40 minutes.
Everything went really great.
Can I get you water or coffeeor anything?
You need to run to the washroomand they always say no, no, no.
But it's just that little touchpoint makes such a big
difference.
And the other thing is I alwaysask them is it okay if I lean
you back before I lean them?
Speaker 3 (12:07):
back.
Speaker 1 (12:07):
Little touch, that little thing.
Do I need to?
No, I don't need to do any ofthis shit, but it makes a
difference and it makes that somuch more memorable experience,
and that's the stuff yourpatient remembers.
Speaker 2 (12:18):
Why do you ask?
I asked the same question, butdo you know why you ask?
I just think it's polite.
Speaker 3 (12:23):
I'll tell you why I do it.
I can't tell you how many times.
If I don't do it, they wouldjump out of the chair like they
were scared shitless, right?
So I always ask permission,right, is it okay?
I ask permission.
Is it okay if I set you back inthe chair and maybe this comes
with my South Florida, you know,because in South Florida
everybody's old and everybodyhas back trouble.
So I got in the habit of askingpermission.
(12:48):
Is it okay if I set you backright Again?
Newer dentist doesn't even sitin front of you, jumps the chair
back.
It's just a horrible experience.
Speaker 2 (12:53):
Tell what Henry was saying about.
He calls the patient.
I was just having aconversation with one of my
doctors.
If there's times wherever I'mever just thinking about how
someone's doing or wondering apatient, I'm like I'm going to
call them and it's not because Iwant to be like go over the top
.
It's also helps me get it offmy mind, like I can check that
off my list.
Yeah, there's a reason why mysubconscious thought about that
(13:15):
patient and again, it's what Iget probably the most
compliments on and it definitelyis a touch that I think helps
with the patient experience.
But it also helps me sleepbetter at night too.
Speaker 3 (13:28):
Yeah, and I'll tell you something that makes it fun.
Fun for the staff is we do thesecret shoppers and I think we
do it maybe twice a year and wehave to get real creative
because the staff has gottensmart now.
We used to have like theselittle pins you can get them on
Amazon.
That's like a little camera andfrom start to finish, I've got
the experience.
How were they greeted, how werethey brought in the back, how
(13:49):
did the doctor explain things tothem?
And then we share it during ourquarterly meeting and we give
kudos.
We make it fun, like I'll take atennis ball and tape a gift
certificate around like, hey,jane, that was awesome, launch a
gift certificate there.
So it also keeps you humblebecause you can see, you know
what we probably could have donethis better.
Right, are we walking thepatients up front?
(14:11):
You know what?
This patient didn't get walkedall the way out to the front.
It's a nice touch to walk themall the way up front, open the
door for them hey, you know what?
We didn't do that.
But it's nice to celebrate yourwins and to physically see that
, yes, my vision is workingright.
We're auditing, because I knowwe always say auditing, but it's
so important as a businessowner.
Things can get off the track soeasily with one employee, yeah,
(14:34):
and there's like no magicsystem for patient experience.
Speaker 1 (14:39):
It's just a bunch of little things and making it part
of your culture that it'simportant.
By talking about it, you knowthere's so many things like to
show you how it's part of myculture.
I remember our team asking whatdo you guys think about in
wintertime taking people's coats, like doing a coat check.
And we eventually decidedagainst it, but it was a good
suggestion.
I'm like that's kind of cool.
You know, I kind of like thatwe could take it and we can hang
(15:00):
it up for them.
We could.
They're all done like whatwould you do for a guest in your
home?
You know just all these littlethings that you can do and you
just keep adding to it.
But it definitely makes itspecial.
And that's the type of stufflike when we're trying to open a
practice.
If you're a new practice ownerand you're trying to
differentiate yourself in yourmarket.
I mean, I always think it'simportant to get out on the SEO,
so you appear at the top.
(15:21):
Or you're sponsoring ads, soyou appear at the top.
But damn dude, you got to getthose reviews.
And I guarantee you, if you'redoing all these patient
experience things and you lookthe patient in the eye
personally as a doctor, and say,hey, we're really trying to
grow our reviews.
Would you write us a reviewplease?
They will do it and I bet youcould get a thousand reviews.
In what?
What do you think?
(15:41):
Six months A year, thousand, Idon't know Thousand?
Yeah, I got 2,000.
It's been 13 years.
Speaker 2 (15:47):
A thousand seems, seems that's kind of high Is it
Okay?
Speaker 3 (15:51):
what?
Speaker 2 (15:51):
500?
I would say 100 would be a goodplace to start.
Speaker 3 (15:54):
I like to be humble and say you know what, If you're
willing to leave us some goodfeedback I always say it a lot
better than I ever thought.
Oh, you know what, If you havea moment, we'll send you a link.
You could just say some nicethings about us.
It helps us in the communityand we're really appreciative
for that.
Are you willing to?
Speaker 1 (16:10):
do that.
Yes, you know what I would loveto do.
We're going to do a challengefor all the listeners On October
, the first week of October.
Let's see how many send me anemail at dentalpracticeheroes at
gmailcom, and I'm going to getmy team so involved in this.
Speaker 3 (16:29):
I'm going to get 40 reviews In one day One week.
Wait a minute.
You personally, you only workone day a week.
Speaker 1 (16:37):
Oh.
Speaker 2 (16:37):
I'm showing up every day.
Speaker 1 (16:38):
I'm the review master .
Hey, it's me.
I used to work here.
That's what I was going to sayto me.
Speaker 2 (16:43):
What is the competition?
I'm competitive.
Speaker 1 (16:45):
Let's go October 6th through October 10th.
Who can get the most reviews?
And if you get the most reviews, you get to come on the podcast
.
I don't know, we'll dosomething for you.
Speaker 3 (16:55):
I wanted to say one thing too, to be creative,
because I know, steve, you had agreat point.
It's not about the bells andthe whistles, but I will say
some interesting things thatwe've done over the years.
That works.
Cialdini always talks about the.
You know the principles ofinfluence and I always like the
reciprocation right.
So it's great to, when you'representing a treatment plan for
a new patient, give them a newgift, right, we have I think our
(17:17):
current ones are.
We have these nice beer mugs atPleasant Plains.
Dental for guys, for ladies.
We have wine Like glass, yeah,and it comes in a nice little
like a box and with all thisstuff on there.
Other things that you can do,like I mentioned before, baking
cookies.
It's a great thing.
It just makes the office smellnice.
It doesn't smell like, you know.
(17:37):
Dental stuff, right, extractiongift, goody bag right, we give.
A lot of people just give thegauze and stuff we give.
Let's see, if I remembercorrectly, it's a little can of
soup and it's a Hershey Kiss andit's got all the other stuff in
there.
So it's like a.
You know it's a nice littletouch.
I know it sounds dumb, butpatients remember that, right,
gosh, they give me.
They're going to give me thesoup, you know.
Speaker 1 (17:58):
Question and this is you know, we used to do this
stuff and then one day you runout and you realize you have to
order some more.
So you stop doing it for awhile and then you go hmm,
nothing really changed, and thenwe stopped doing it.
So what are your thoughts onthat?
Sometimes I feel like that'sjust another thing for me to
keep track of.
Is ordering these goodies.
I mean glass beer mugs.
(18:19):
That's pretty cool.
Nobody gives a crap about acrappy plastic tumbler anymore.
That's not cool.
Nobody, you know nobody wants acanned koozie.
Yeah.
Speaker 3 (18:26):
And I let my staff pick the gifts like, hey, you
know what, we've done them.
We've done the mugs.
This is like our new thing now.
What's what's new?
And I think I can't remember.
You know, all these marketingcompanies have all these cool
things right.
Let the that's kind of coolthat people actually like that
(18:47):
they won't just chuck.
Speaker 2 (18:49):
Yeah, Can I answer that?
Can I answer that question?
I have some ideas, so I don'tthink it actually matters
because there are many that mostdental offices don't offer
those things.
But the question is like whoare we?
Like you don't need to, but ifthat's part of who you are, then
that's your brand and that canchange.
(19:09):
But if your brand is we'regoing to do this, then that's
who you are and that's whatdifferentiates you.
That's perfectly okay.
Speaker 1 (19:15):
We stopped doing toothbrushes.
We got a four-star reviewrecently for it.
Four stars because they didn'tgive me a toothbrush.
Speaker 2 (19:21):
We ask if the patient wants a toothbrush.
Speaker 3 (19:24):
We don't have toothbrushes in the Carolinas,
so when we stopped doing them,man, we had a freaking
pitchforks and torches.
So we have never, we always,still do them.
Speaker 1 (19:32):
I got a tool with bristles on a stick for you.
Speaker 3 (19:37):
I'm not kidding.
When we stopped doing it as abeta test for a while and my
hygienist says we can't do thisanymore, I'm getting bitched out
, man, really.
Speaker 1 (19:45):
I.
We can't do this anymore.
I'm getting bitched out, man,really, I just think it's so
ridiculous.
Why am I responsible to get youa toothbrush?
Speaker 3 (19:50):
I don't know.
I think we did it for so manyyears.
People just expected it Allright.
Speaker 1 (19:55):
The hygienists want it back, and I'm just like fine,
it's just another thing toorder.
I guess, how much do you spendon these bags, your?
Speaker 3 (20:09):
Muggies, things you're getting, I mean it's I
see the numbers, all the numbersare good, so, yeah, so I think
we have a certain but we have acertain budget for it and you
know my team sticks within thebudget, so and it's I mean, like
a beer mug, it's not given outevery time.
Right, we have a oh like on thepop, we have a little on open
dental.
There's an area we can and weactually have a little list of,
like this person, what, whatthey've got over the years.
Speaker 1 (20:27):
So, hey, they already got a mug.
These are random gifts.
Now All new patients get gifts.
Speaker 3 (20:32):
Oh, every new patient , okay.
And then our existing patients,we call them, you know, our VIP
patients, the patients wereally like and stuff like that.
We just give them stuff, youknow like that, here and there
on a routine basis.
Speaker 1 (20:44):
I need to be more giving.
My heart is getting cold andstony.
Speaker 2 (20:48):
People think that their marketing budget's only
what they pay on their websiteor pay for advertising.
But all this stuff is part ofyour marketing too, and there's
two parts of marketing.
There's actually measurablepart, which is the company calls
that I get from this piece ofadvertising, and then there's
your brand recognition and allof this stuff.
(21:08):
There's your brand recognitionand all of this stuff falls into
your brand recognition and it'sgift giving and stuff with your
logo on it, and it all fallsunder the marketing and that
should be.
You should continue to spend acertain percentage.
Speaker 1 (21:21):
We can talk about that whatever your goals are,
but you should fill that bucketbecause it continues to help
feed the beast.
But I think the hard part isthat what do you get that people
like?
Okay, for instance, I gotdental practice hero sweatshirts
made.
Okay, Dental practice heroes.
Look at me shaking my head,Paul.
Speaker 3 (21:37):
Hold on.
No, but I gave it.
Speaker 1 (21:38):
I never got one, I got to get you one, I'll sit in
my closet and I gave them tosome friends and they're like
cool, they never wear them.
And I'm like dude, how can younever wear the thing?
They're like actually it's justdentist, it's just stupid.
Like I don't want to walkaround a dental practice, you
know podcast.
So I'm like, okay, if I justput DPH on there, would you wear
it?
Speaker 2 (22:03):
They're like yes, that would be cool.
So what do you put on myt-shirts In Like office?
Speaker 1 (22:07):
Or you saw them in public.
Speaker 2 (22:08):
You don't have to do any of this crap.
You don't have to.
It's just is that going to?
Does it?
Does this align with how youwant to take care of people?
Speaker 3 (22:16):
Yeah, okay, here's one.
Here's a one.
Every year, veterans Dayweekend, we open the office for
Veterans Day to veterans freedental care.
You know, we do the basic stuff, but we make a ton of t-shirts
for the staff and we give themout.
I love wearing those t-shirts.
Right, it's basically on theback says you know the date, and
giving back to veterans usuallyhas some form of American flag
(22:37):
on it and stuff like that.
Man, that is.
I mean, it's not what it'smeant to be for, but it's great
marketing man.
You open your office, it startsconversations in the gym all
the time.
Speaker 2 (22:46):
man you open your office, it starts conversations
in the gym all the time.
But also, Henry, because you'relifting like 300 pounds.
It's more the weight thatyou're lifting.
Speaker 1 (22:53):
That's causing all the conversation.
I'm bolting the shirt, man.
Well, you know, I think theseare all good solutions.
I think the moral of the storyis, man, talk about this with
your team and getting your teamto internalize and understand
man, this makes a difference andI have so much power in what
I'm doing today.
I have the power to changesomebody's day.
I have the power to really havesomebody leave here and feel
(23:15):
good, so that may give my jobmore meaning.
So, discuss with your team,come up with some stuff and
never quit doing it.
Always continue to talk andgrow on this and build on it.
But thank you so much forlistening.
If you're thinking about you'reworking with a coach like Steve
or Henry, have them looking atyour practice and showing you
how to convince your team thatthese things are good ideas and
how to lead a team.
(23:35):
Check out our website atdentalpracticeshowscom and look
at our coaching packages.
Thank you so much for listening.
We'll talk to you next time.
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