Dental Tribune United Kingdom Edition

P resentation is becoming increasingly important in many areas of life and the way any business presents itself sets the level at which it will be perceived. When buying from an expensive shop, for example, we would be surprised if our luxury purchase were handed to us in a cheap carrier bag. Tea at the Ritz served in earthenware mugs would simply never do – there’s a natural expectation of the fin- est bone china. Individuals subconsciously register when things are not congruous with their expecta- tions and may equate it with lack of authenticity. They will want an appropriate match between the brand promise and the prod- uct. If things don’t add up, the result will be cognitive disso- nance – the discomfort and dis- appointment felt when experi- ence clashes with expectations. Practices differ in many ways, but whatever your practice and whoever your patients are, the question to ask is whether the presentation and overall experi- ence is congruous with the level of treatment, the overall experi- ence and the fees charged. Are you, for example, charging four-figure sums yet handing out treatment plans on a single sheet of blank or headed paper? When looking at mak- ing a considerable investment in their dental treatment, pa- tients may well appreciate and expect something more pol- ished and personal in terms of presentation. “My patients will think I’m overcharging if I dress every- thing up too much,” you may protest. But consider this: most people like to feel special, cer- tainly if they are looking to in- vest in a beautiful smile. So why not insert the treatment plan into a stylish branded folder or bespoke personalised wallet? In not doing so you miss an op- portunity to impress, risk brand dilution and even potential loss of sales and loyalty. Patients often choose the web to find a dentist. It makes perfect sense, being easy, convenient and informative. Yet that spe- cial touch of being given some- thing that looks and feels good – a beautiful welcome pack, an invitation, a product in a glossy bag or perhaps a gift of some kind – distin- guishes your prac- tice from others. It’s the equivalent of the boutique hotel chocolate on the pillow. These added-value details not only make the recipi- ent feel valued, they also show that you take pride in your prac- tice and help you Opportunities to impress Following her last article on brand continuity, Cathy Johnson suggests how to maximise opportunities to impress and to think outside the box December 12-18, 201122 United Kingdom EditionPractice Management