Tag Archives: strategia

More than dentistry
Blog bioservice Matrix

When we talk about innovation in the field of dentistry, our mind leads us straight to think about the epoch-making change that the sector is experiencing thanks to the digitalization of processes, from diagnosis to therapy (Editor’s note). There is another important element whose implications are perhaps even more determined for the patient: the innovation of and in communication. An aspect still little considered by most, but which is radically changing the approach, and consequently the choice, of patients towards the dentist. Today we face one of these many aspects that are hidden behind the generic “Dental Marketing”. We are talking about experiential marketing that is changing the world of dentistry, generating significant benefits, including economic ones, for the patient and the practice.
Let’s cite some cases as examples in which dental practices have decided to innovate by promoting themselves thanks to collateral services that have been able to make a difference and divert patients to “their door”.
First example: Dental studies have thought of providing extra services in addition to what is strictly due to Dentistry and has offered collateral services of great value as allergy tests and for food intolerances, Kinesiology and Osteopathy. In particular, the latter two disciplines are aimed at the balance of the entire body-mind system. The areas examined to rebalance this system include learning, understanding, movement, motor coordination, the perceptual/sensory area and the organic area and promote biochemical, nutritional, physical, structural, mental and emotional balancing. The patient is analysed as an integrated system of devices that are in close dependence on each other. This corresponds to holistic medicine that does not separate mind and body in care. All these disciplines are very much in vogue and appreciated by patients who care about well-being and are attracted by the interpenetration of the two medical spheres. The result has been a much more frequent affiliation and constancy in care.
Second example: Patient services are implemented with a focus on aesthetic and cosmetic dentistry. There is a whole range of patients who ask their dentist for help in improving their “beauty”.
Aesthetic dentistry is the study and realization of dental restorations that restore or improve the aesthetic appearance. Cosmetics, on the other hand, concerns that part of therapies that aim to improve the appearance of one or more dental elements, oral and perioral tissues, the whitening of pigmented teeth, “dental piercings”, etc…
The patient is enormously attracted by everything that orbits around beauty and body care, even when the surgery is a “habit” and not a necessity.

Third example: it contrasts with the old aseptic models of study, which sketch a comfortable waiting room even if most of the time has the appearance of an antechamber of pain not very bright, with ticking clocks, and few contributions to the amusement of the mind.
It is a study that has marked the working activity according to the “passions” of its patients: Monday, after Sunday of sports matches, is completely dedicated to men! The waiting room is a sort of convivial situation in which newspapers, magazines and speeches focus on the criticism of the previous championship day. Time passes quickly and waiting becomes pleasant, to exchange the last impression on this or that other player, result, goal, purchase, card, bet.
Another day of the week is dedicated to women, the waiting room is filled with female voices and the plus is made up of a professional who on site performs the job of beautician and cheers the wait with tricks and enamels.
Other time bands are dedicated to children, who find themselves in a room that takes on the appearance of a room for games in which the thought of the dentist is sweetened by books, colours and many small peers.
By satisfying every age group, following the general lines of common interests, the office has managed to recreate a jovial environment in which sociality and care of the mind fill waiting times and worries.
Conclusions: these three examples of “strategic moves” certainly cost the study a different and “innovative” organization, by virtue of the final yield, the full satisfaction of the patient and his precious time. We can therefore say that varying and expanding our services, aiming at aesthetics, care of the mind and body, following the passions of our patients, guarantees an enormous return in terms of reputation, affiliation and word of mouth.

Condividi:
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.

Condividi: