News

The World Cup and patients' expectations

I'm not a football fan by any means, but it's been interesting watching people's reactions to what is happening in the World Cup, particularly with regards to the England team.

The cup kicks off, and everyone is behind England.  We draw the first game, there is disappointment but still hope.  After the second game major disappointment sets in, with criticism of the players, the coach, and anyone else involved.  Such is the level of disappointment that, certainly in my neighbourhood, the withdrawal of support has been noticeable, with the removal of flags from cars and windows.

What does this have to do with dentistry?  Expectations.  Everyone has them, and if they are not met, then they are disappointed.  And quite likely to not bother any more.

So when you are marketing your practice, make sure you are realistic.  Yes, sing your praises, emphasise your strong points - but don't make promises that you can't deliver on, or pretend to be something you are not.

The key is to deliver more than you promise, so that patients' expectations are not just met but exceeded.  They are surprised and delighted, and ready to rave about you to friends and family.  Much better than over-promising, disappointing, and losing their support.