Advice for Dental Teams Struggling with the Coronavirus Pandemic
Connect with Patients
The COVID-19 pandemic has shaken the entire world. No part of the globe or economy has been untouched, so everyone is in the same uncertain position and asking the same question: How do we move forward? How do find effective responses to COVID-19? Dentists and hygienists went from busy days to lives in quarantine (seeing only the occasional emergency patient). In addition to worrying about the health of their patients, dental practices have also been dealing with payroll and unemployment issues. Many dental practices are still in a state of shock and wondering how to regroup and head forward as a team and as a profession.
From a marketing perspective, effective dental teams confront coronavirus pandemics by first maintaining patient contact. Providing frequent and direct addresses to patients is the best way to let them know that you’re thinking about them, handling dental emergencies, and eager to reestablish regular appointments; these updates are also a great time to educate patients about COVID-19 and how it will affect dentistry into the future. This social media outreach demonstrates value to patients who have time to investigate other options. This quarantine has given people plenty of time to consider aspects of their lives that are usually ignored in the midst of busy working days, errands, kids, etc. One of those things is reevaluating service providers, like dentists. With more free time to scroll through social media, the people in your community can spend more time investigating other dental practices, and if they feel the practice down the street is providing a better value, they may request a records transfer and switch.
Avoid “Tone Deaf” Posts
This pandemic, like all tragic events, should cause you to pause and consider the tone of your social media posts. This is another reason why your dental practice should maintain control over your social media accounts; a large subscription-based company may plow forward with scheduled posts and fail to recognize human suffering and cataclysms. This is what media experts call “tone-deafness.” When the masses are worried and losing jobs and getting sick, they appreciate an appropriate tone from social media. What does that mean? How can your dental practice create effective responses to COVID-19 on social media? Well, it doesn’t mean that every post should be morose, and it doesn’t mean that every post has to be about a tragic event. It just means the words and message should match the current tone of the population. For example, when coronavirus first struck, it would have been inappropriate to post smile makeover advertisements. When people are uncertain about the future and worried about their loved ones, it’s time to provide encouragement and hope, not a sales pitch. Education is also a great way to connect with your followers; in this case, providing information about COVID-19 demonstrates your concern and also your professionalism.
Educate and Reassure Your Patients
As dental practices prepare to reopen, many are focusing on safety protocols, for good reason; there is so much conflicting information about the virus that people are left feeling anxious. Your job is to provide the clearest, most accurate data about COVID-19 and how to avoid infection.
The reopening of our economy will look different throughout the country, so your practice should consult the recommendations passed down from governing bodies in your area. Generally speaking, most dental practices are responding to COVID-19 by implementing N95 masks, face shields, gloves, and scrubs. That said, some practices are also adding special filtration systems and negative pressure. Whatever standards your practice adopts, it’s important to share the benefits with patients in a simple, easy-to-understand way. It wasn’t long ago that they were told dental offices are virtual death traps, so it will take considerable effort to assure them that coming in for a cleaning is safe.
One of the most effective responses to COVID-19: Walk patients and prospective patients through your enhanced safety protocols. As you describe the changes to sterilization and protective gear, be sure to explain how each one combats infection. Also, explain that this situation is fluid and additional changes are no doubt going to come as experts share additional information with healthcare workers. Lastly, you want to encourage your patients to call your office if they have any concerns. Right now, your team should be working to calm fears with sound data from experts. In addition to your own content on the virus, consider linking to the Centers for Disease Control and Prevention.
Excellent article with many wonderful suggestions. I appreciate your perspective and expertise!
Glad the blog post was helpful, Donna—thanks for the support:)!