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ePaper created 2016-03-29, 15:23:51 | version 1.38.0
38 cosmetic dentistry 1 2016 other dentists but with all the services they receive and have experienced, such as in a hotel or a res- taurant. Our competitors are anyone with whom our patients can compare us. People have expectations regarding how they should and want to be treated and these become the standard by which they judge their experiences. When nothing in particular about an experience stands out, this indicates that one was merely satis- fied. It takes something memorable to turn an ordi- nary experience into something special. Dissatisfac- tioncomesfromsomethingbadthatoneexperienced and remembers; loyalty is created through memo- rable things that happened that one did not expect. If our treatment is not memorable, why would pa- tients continue coming to us? Another essential question is how do we establish the areas in which we are lacking and in which we should improve our clinics to increase the group of loyal patients? The answer of course is nothing but obvious: by asking. We can obtain patients’ opinions through satisfaction surveys. Several studies have highlighted the growing im- pactofpatientsatisfactiononthebusinesssuccessof dental clinics. In a more recent study, those patients surveyed cited being unhappy with their dentist as being their main reason for changing dentists. Our goal is to discover what the most important factorsforpatientsareinordertofostertheirloyalty, aswellasdeterminetheareasinwhichweareunder- performing in order to improve ourselves and the treatment we offer our patients. Thetwotipsprovidedinthisarticleareagoodstart foralldentistsinordertobegintheimprovementand evolution of our clinics, as well as ourselves. In the next part, I will offer two new tips that will reveal op- portunities and potential of your dental clinic. Until then, remember that you are not only the dentist in your clinic, but also the manager and the leader._ Editorialnote:Thisarticleisthefirstonefromthetwoparts series.PartIIwillappearinCosmeticDentistry2/2016. © shutteratakan contact Dr Anna Maria Yiannikos Adjunct Faculty Member of AALZ at RWTH Aachen University Campus, Germany DDS, LSO, MSc, MBA dba@yiannikosdental.com www.dbamastership.com | practice management SWOT analysis dentistry 12016