Dentists go through great lengths to find and retain great patients. They take CE courses, upgrade the look of the office, invest in consultants, and paid advertising. There is one often overlooked area that will keep your current patients happy and impress your potential new patients. That is the image that your office portrays.
Janice Hurley is the dentistry image expert. She has years of experience in the industry, and has helped to overhaul the look and feel of several dental offices and has the before and after pictures to prove it. Today, we discuss how it will benefit the dentist financially to not skimp on providing quality attire or a solid budget for his team to dress appropriately. We talk about how the guidelines need to be written down and enforced, and how verbal skills, body language, and appearance can make or break a first and continued impression.
You can find Janice here:
Janice Hurley
Dentistry’s Image Expert
Janice Hurley on LinkedIn
Janice Hurley on Facebook
Show Notes
[02:27] Janice is considered dentistry's image expert. Her expertise used to be systems. Everything from efficiency to profitability was important to her.
[03:09] She started showing before and after photos of the dentists and teams she worked with, and soon became known as dentistry's image expert.
[04:42] Overall trends in dentistry. How most practices don't outline what should be wore in the office.
[05:29] You decide by looking at an outside package what you can expect. Not having a team attire affects the experience of the patient.
[06:11] Dentists want to attract the type of patient that will be enthusiastic and pay for services that go beyond what insurance covers.
[06:34] Corporate dentistry seems to have a better handle on clothing standards because they have it all written down.
[06:45] Business owners can dictate with their team wears.
[07:32] Put your dress standards in writing. Janice has suggestions on her website. Everyone needs to look well-groomed and as part of the team.
[08:14] Back office. There are great scrubs out there. The key is that the scrubs have some shape to them. They need to be fitted in the shoulders and have a waist. The tops and bottoms need to match.
[09:13] Decide on what color shoes and the material and pay for it. It is the same outfit. The whole team in the back should look the same. Lab jackets can portray higher quality.
[10:10] Be specific on the color and materials, but let people choose their own pants. You can send the pants to the cleaner. There are also body temperature regulating linings.
[11:05] Women portray a stronger sense of authority when they have a bit of a shoulder pad in their top.
[11:32] Professional attire is crucial at the front desk. You want that person to portray authority.
[11:40] Budget $500 every six months for the front desk to add to their wardrobe. In the long run, this will make you money.
[12:08] Closed toed shoes and pants and jackets or hair worn up.
[12:56] The goal with your team members upfront is to have them look as attractive and successful as possible.
[13:13] Attractive means looking as fit and healthy as possible and looking well- groomed.
[13:53] The importance of analyzing someone's body type to dress them appropriately.
[14:56] Nothing should stand out. People should just look confident and well-groomed. Get a conservative professional make-up consultant.
[15:50] Older women may do better with a Chanel product. With makeup, less is more. Also be careful about false eyelashes.
[16:34] The color of a tie communicates something about the man. Red is a strong confident color. Purchase a shirt that fits, so your tie isn't too tight.
[18:13] If you think wearing a tie communicates to your patience that you respect them, then wear a tie.
[18:56] If men wear V-neck scrubs, wear a T-shirt underneath.
[19:51] Have a magnifying mirror to make sure everything is well groomed.
[22:17] The advantages of taking photos from head to toe to see how you protect yourself. Find what looks healthy and what doesn't.
[22:57] If a dentist and his team doesn't project the very best in dentistry they are missing the point.
[23:15] When it comes to hygiene issues, talk about it with love.
[24:11] How we accept something has to do with who tells us in the first place.
[24:48] When you hire someone and their teeth aren't perfect, you either have to fix the problem or not hire them.
[25:53] Short nails with a neutral nail polish in the back office. At the front desk, they can wear some color.
[26:51] Close toed shoes look more clean and professional. Pants are more comfortable. No cleavage when bending down over the patient. Short hair and minimal, but fresh makeup.
[27:51] People don't notice their own teeth. See if the back of your shoes are scuffed or the front toe is worn out. Shoes communicate how you feel about yourself.
[30:06] The lower economic status of your team members, means that you need to buy the best uniforms for them. Take control of what you do have control over. Higher quality increases self-esteem.
[32:43] Janice does a 30-point in office assessment. She also finds what specifically the doctor would like to talk about. She reviews and then comes back and has conference calls. It's a 3-month program with accountability and a specific checklist.
[35:16] Budgeting money to pay your team to dress as well as possible will make you profitable.
[36:42] Golf shirts aren't flattering. It also looks way too relaxed. Dress to honor yourself and to honor your patient.
[38:06] Patients equate lab jackets with high-quality providers.
[39:37] The only thing that makes a stronger impression than visual is smell. Get the dental smell out of your office.
Links and Resources:
Seattle Study Club
Twice as Nice Uniforms
Thomas Frank, DDS
Professional Attire Guidelines For The Dental Office
Janice Hurley
Dentistry’s Image Expert
Janice Hurley on LinkedIn
Janice Hurley on Facebook
