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Patient or Customer?
patient or customer blog bioservice Matrix

Patient or costumer? …simply two sides of the same coin!
Let’s analyse the two words that make up the dichotomy.
Patient means “person affected by a disease, and more generally, who is entrusted to the care of a doctor or a surgeon”, while customer in current use is “who usually uses the services of someone or buys what he needs from the same supplier” (Italian Dictionary).
In the light of the definitions it seems easy to assert that, since the dentist is a doctor, the people who turn to him are his patients as a result. But how much have the patient’s requests and the service provided by the dentist changed?
The dentist knows that the patient has much wider demands than “simple pain treatment” so it ranges from aesthetics to orthodontics. The practitioner decides to invest money and time with equipment and learning curve to satisfy the wishes of the patient who gradually becomes more and more “customer” given the varied demands that go beyond pathologies. It requires a service, weighs the costs and analyses them from an economic point of view. Certainly the best thing to do is not to catalogue or label, it will be the request itself that will make the individual a patient or a client. The patient has a painful problem that he wants to eradicate by relying on the wise hands of his doctor, the customer has intentions and evaluates the economic exchange to meet needs or desires.
It seems almost as if the two roles are intertwined: there are alternating phases in which the individual demonstrates to calculate, to choose in a very careful way, and this denotes typical traits from the client, then the phase in which the individual makes contact with the doctor and listens to him in the diagnosis and in the proposed line of care, and the figure of the patient is outlined, when it comes to estimates, it is natural to emerge again the trait of the purchaser. All in all, it is nothing more than a mix of both figures that alternate by weighing costs and benefits, quantity and quality.
From the ethical point of view of the medical profession, it is advisable to attribute the term “patient” to the individual because of the service provided by the doctor himself at the time of need. Having said this, the new frontiers (demands) in the dental field have shifted the horizon of the dental profession, widening the margins of work and profit for the dentist, who inevitably has to make use of prudent marketing strategies to propose his services while maintaining intact the ethical sense and a correct perception of the real state of health of the patient himself.
The person has multiple needs and the dentist can find a way to accommodate them: the patient requires care, attention, seriousness, professionalism, continuity; the client asks for prices (check the rates and compare them), convenience (the location of the office, if it is more or less easy to get there and park), timing (number of sessions, speed of execution), avant-garde (the latest techniques in use to be sure to get the best results), modernity (there is a need to develop the office and follow the trends of the moment regarding image and dental aesthetics).
The spectrum of relationships has expanded but the focus remains on the individual and his needs, whether as a patient or client.

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“People by people”. The lack of confidence is expensive
lack of confidence blog bioservice matrix

Americans remind us that “people buy people”, which means that we prefer to do business and establish relationships with people we know and trust. The same is true in the specific case where an individual has to entrust his or her health to a dentist.
We want to talk about the values that make a dental office the best friend of smile and health, bringing psychological and physical well-being and a better standard of living. The esteem for the professional, who installs security about the care and serenity about his constant presence, ensures the consolidation of a relationship of trust that goes far beyond the service.
The honesty of the estimate, indissolubly linked to the loyalty to the patient who is engaging their assets to solve health problems (because health also and especially passes through the mouth), creates the relationship of trust. This theme develops in antithesis to what emerges from the Rai report, which shows that one of the characteristics that makes the low-cost clinic less reliable than the private dentistry sector is precisely the lack of trust, the opacity of the fleeting relationship between doctor and patient.
In fact, it was pointed out that the doctors of the clinics were often performers of an unspecified number of interventions on different people, without having clear the clinical cases and the various developments of the cases themselves, often abandoning the cycle of operations in progress, passively executing the schedule proposed by the estimate (poor diagnostics and often inflated with unnecessary or non-impellent interventions). Precisely for the reasons just mentioned, the large low-cost chains are often seen as the “tooth supermarkets”, where the best offer, the most advantageous price, the promotion of the month flows in superimposition…
But individuality? Customization? Feeling patient and not customer?
Do chains work on trust or sale?
It must be said that the category of dentists has not enjoyed for years a good reputation because of the large sums required of their patients and the poor communication to justify the fees; this has opened the door to the chains that play on price and aesthetic appeal. Today, those who work and continue to grow are detached from these stereotypes and clichés, have embraced the path of transparency and listening, finalizing the business in respect of primary needs. This involves great sacrifices, great commitment and great perseverance. There are four focal points to follow to activate the positive vicious circle of trust that triggers emotional and economic feedback:
integrity, i.e. consistency and honesty regarding the work;
– the intent, i.e. the purpose, the motivation that does not develop without the basic care of others because there is no intent that works “alone”, is right to exist only if related to those who need and the consequent approval of those who request the service;
– the essential link between capacity and credibility, skills distinguish and must be updated, cultivated and communicated for complete and effective services;
– the result, to ensure results that meet the needs.
Trusting your Doctor means entrusting him with your health, credibility should be the most important negotiating tool in the possession of the dentist. On the contrary, inaccuracy and omitted truths that give rise to false impressions and lead to underestimate or overestimate certain services by virtue of the acceptance of the final estimate (see low-cost chains) are not premature and do not create stable and lasting relationships (or even good word-of-mouth).
Data in hand: when confidence rhymes with revenue.
The relationship of trust is an emotional commitment between two people based on mutual respect, ethics, a positive feeling. The results of a negotiation based on trust promise greater revenues in the future. Feedback quantifiable with overwhelming numbers regarding both the number of patients who return and the propagation of the image of the study, becoming a sounding board, living marketing (it is a process in which the individual becomes a source of communication and promotion of the services and professionals who made them, but above all of the values. In this case it is natural and unconscious, the smile is the strong point of this “open-heart”, spontaneous marketing).
The Dentist is a very important and delicate profession, he is the one who supervises the ability to feed us properly, smile without shame, curator of our psychological and physical well-being.
And it is precisely trust that determines the choice of dentist.
Convert trust into income. How to ride the wave of trust to make yourself known?
The true value of reputation?
It is measured in confidence and credibility that influence the propensity of patients to go back to where they “were well”, where they were cared for and followed, where a good or a service they could appreciate the quality.
Reputation, credibility and confidence are verifiable and quantifiable, the results lead to feedback and propagation of the “name”. To ride the wave, if it is positive, you can assist with a good social marketing strategy by creating consensus thanks to its presentation on the Net, the Digital Engagement (hiring of possible patients through social platforms for example).
For this reason, it is essential to distance oneself from the background noise by setting up a communicative style that is understandable, stimulating, curious, that guarantees the quality that stands out and continues to propagate the values and transparency and above all the closeness to the patient, the one that is so difficult to perceive in the chains where people feel like customers in line for the purchase of a product.
BioService and Matrix, in this sense, can help the Professionals in the admirable management of the professional potential of their dental office.

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Dental technician is a doctor or a seller of teeth?
dental technician seller teeth blog bioservice matrix

How has the context in which the dentist works changed? Is the dentist a doctor or a seller of teeth? What is the benefit for the patient?
These questions open Pandora’s box in the field of Dental, a huge amount of reflections placed in the context in which our Professional operates.
The panorama has completely changed, the dentist finds himself living the so-called “empty drawer syndrome” and suffers the presence and the pressing spread of the “low cost” chains. It seems that the last solution to adopt, considering the “crisis” that has emptied the agenda, is that of the sale of sales in the dental field! As if the value of the service were eclipsed in the face of the advantageous price.
The so-called chains operate on economies of scale and on marketing communication (with a focus on the most expensive therapies such as orthodontics and prosthetics, especially on implants), all this has favoured demand but first of all has created new models of reference on the market. The communication used by the chains, and the huge budgets allocated to this dissemination of information, have had a significant impact on the market, because on the one hand they have made implantology better known and on the other they have destabilized the pricing policies of the traditional dental system. Given the low prices, the collective “value” of therapies has been lost.
In fact, the tendency on the part of the average Italian patient is not to abandon the traditional study but to rely more and more on the chain for expensive interventions (prosthetics and orthodontics). From statistics – data other consumption 2016- the average cost of a patient with a traditional dentist is about 370€ while it is about 900€ when he decides to turn to a chain.
But you should not be suspicious in the face of the word marketing, it means nothing more than “create and give value to the service“, marketing is not purely sales. People don’t buy products but solutions to their problems and that’s why ethical marketing uses communication to express values, spread the culture of health and raise awareness of the need for care by stimulating the economy of the dental office. Therefore, the dental office must have a healthy communication and a good dialogue with the patient, that is, transparency; the patient appreciates who follows him/her in the course of treatment, who motivates the provision of the service by illustrating the quality of the service itself. The service given by the doctor to the patient is not only based on the “tooth product” but above all on the ability to make a diagnosis. One cannot be undervalued and talk about the price of the product (tooth) when the doctor’s fee is based first of all and above all on the provision of the service.
Ultimately, people do not buy what you do but why you do it. Giving a predefined price to a diagnosis, a treatment, or a rehabilitation plan is absolutely incompatible with the service itself. There are certainly fixed costs such as material, production, transfers and deliveries, physical developments, equipment, but the cost of a service is not bound and justified only by these amounts but the intrinsic value of the service provided by the doctor. The doctor advises, clarifies, includes and follows the patient before, during and after. The doctor enables the patient to benefit from the best possible service, made up of competence and mastery of knowledge and tools. This makes the difference, creates value and must be disseminated through targeted information.

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Is the dentist a doctor or a “seller of teeth”?
course dentist or seller teeth bioservice matrix

Is the dentist a doctor or a “seller of teeth”?

The title of the day is intended to be deliberately provocative.
Today, the dentist is seen by the patient less and less as a doctor and more and more as a “seller of teeth”. The hammering “communication” through all the major information channels that advertise the various “take three and pay two…” contributes significantly to all this, by failing to explain to the general public what is, or should be, the main characteristic of the dentist.
The dentist is first of all a Doctor and as such, he is the figure who first of all must make a diagnosis. Only through a diagnosis
The correct treatment is then possible to achieve a correct and consequent therapy.
Speakers:
– Dr. Riccardo Bosco – freelance – Resp. Scient. Biomatch-Oral
“Pre-cancerous lesions: differential diagnosis”
– Dr. Roberto Prisco – freelance – Speaker and lecturer in Implantology
“Implant Bio Prosthetics”
– Dr.ssa Valeria De Padua – freelance
“Treatment and management of patients with congenital and acquired coagulopathies”
The course will be held in Naples on March 11, 2017 at the “Millennium Gold Hotel”.

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