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· Is your clinic characterised by high-technology and do your patients appreciate this? · Isyourdentalclinicinaconvenientlocation,allow- ing your patients to find you and reach you with ease? Weaknesses · Whataretheareasthatneedimprovementatyour dental clinic? · Are your payment options inflexible? · Do patients have to wait for more than 5 minutes for their appointment in the waiting area? Is the clinic decoration old and out of fashion? Should you change it? Opportunities What are current social, financial or other trends that you could benefit from? For example, the de- mandforinvisiblebracesforadultscouldbeusefulfor an orthodontist to explore. The general dentist could consider including an aesthetic treatment based on the latest trends, such as whitening or restoration with white aesthetic material. Threats Is there anything happening in your environment that could be detrimental to your clinic? For exam- ple, a larger and newer clinic is to be opened in the neighbourhood or an existing competitor clinic is installing better technological equipment than that in your clinic. Other threats include political and environmental ones, such as an unstable political situation. As a conclusion, it is evident that performing a SWOT analysis for your dental clinic will allow you to be proactive in your marketing strategies, since you will have the information necessary to develop ef- fective strategies for the promotion of your clinic. The second tip of this article is realising the impor- tanceofhavingpatientswhoarenotjustsatisfiedbut loyal. In order to understand the significance of this, letusexplorethemajordifferencebetweenthesetwo categories. Satisfied patient Asatisfiedpatientisonewhocomestotheclinicfor treatment and is not unhappy with the treatment or theserviceprovided,butwhenafriend,arelativeora colleagueproposesthatheorshevisitanotherdentist would do so. Such a patient too would not refer the clinic to others or tell others about your good treat- ment. Loyal patient A loyal patient, however, is one who will spread throughwordofmouthwhatawonderfuldentistyou are, and what a brilliant scientist, advising others to visit your clinic and promoting your well-being. This is a patient who comes to your clinic regularly, is ap- preciative of your treatment and demonstrates this. Itisimportanttounderstandthatwedonotdeliver a service in isolation, but as part of a culture, the cul- ture of our clinics through the experience that our patients receive. They do not expect us to be the best justinourhealthcareindustry.Wehavetobethebest, period. Our patients will not compare us only with SWOT analysis practice management | 37 cosmetic dentistry 1 2016 © Rawpixel.com dentistry 12016