Dental Tribune United Kingdom Edition

W hen a new enquiry is recived in your prac- tice, what happens? Is the prospective patient sent a few unbranded treatment leaflets with a brief covering letter? Not only is this unpro- fessional, once removed from the envelope the random leaf- lets do not relate to your prac- tice. Almost as bad, are your patients sent practice literature about which you feel a twinge of embarrassment because of the low quality? Every new patient enquiry is an opportunity to promote your practice; an invitation to send an attractively designed welcome pack that will rein- force your brand, communicate all that you offer and appeal to a prospective new patient. Giving your existing pa- tients a tastefully designed and informative pack also makes sense – to ensure they know everything you have to offer and are less likely to be tempt- ed to go elsewhere. Before considering your welcome pack, do some mys- tery shopping. Find out what practices near you send to potential new patients. If they have beautifully produced packs, you will need to up your game. A welcome pack should be attractive, tidy and informa- tive. Above all, it must look pro- fessional and make your prac- tice irresistible. While A5 is the most popular size because it is a practical size for posting and comfortable to read, there are no set rules. Some dental practices prefer A4, others a square format. The welcome pack can be a simple folded leaflet, a more comprehensive multi-page bro- chure or a series of individual sheets – which offer the great- est flexibility to accommodate changes. A smart outer folder/ wallet with a pocket keeps eve- rything neatly together and means you can include infor- mation about special offers as the need arises. However, do beware of overloading pa- tients; having too many bits of paper to sift through can be off-putting. Discuss and agree the format with your de- signer at the outset. Likewise, share your thoughts on the overall look you are hoping for. Essentially, the contents of a welcome pack should com- prise: • A welcoming introduction, including the philosophy of the practice • Who you are – a brief biog- raphy of the principal dentist and an overview of the team members • Treatment options • Testimonials • A map and directions • Opening hours • Contact details and informa- tion about emergency appoint- ments • A smile analysis form (as sep- arate insert) • Fee guide (as separate insert) • Referral card (to hand on to friends and family) The wording should be clear, concise and patient cen- tred, focussing on the outcome of treatment rather than exces- sive technical detail. If your practice looks great inside and/ or outside, flaunt it by includ- ing lots of photographs. Make sure to invest in good photog- raphy and don’t be tempted to take your own snaps, the qual- ity (or lack of it) will show. If the practice interior is not its best feature, put in a nice team photo instead. A good dental designer will have some stock photos of peo- ple with beautiful smiles but if you have any real patient pho- tos you may choose to include them. The general consensus is to avoid ‘before and after’ photographs as the ‘before’ pictures will be unattractive and may reduce the instant appeal of your welcome pack. Save them for specific sections on your website. A business card or appoint- ment card can be inserted loosely or tucked into pre-cut slits in the pocket of the folder. The patient usually completes Wow prospective patients at first contact Cathy Johnson offers advice for creating a perfect patient welcome pack Is this the right information to send prospective patients? Anglia Orthodontics welcome pack Spring Grove welcome pack May 16-22, 2011United Kingdom Edition