How many new patients do you really need?
You may need fewer new patients than you think.
When I ask dentists how many new patients they need per month the most frequent answer is: “Five more.”
If they currently get 20 they want 25 and if they currently get 30 they want 35. I’ve even seen a dentist who was getting more than 40 new patients a month and still could not fill their appointment book.
In this article I’m going to argue two things:
You probably already have enough new patients.
More new patients is not always better. More can be worse.
The famous dentist who wrote the book on occlusion, Dr Peter Dawson, used to say that 12 new patients per month is enough to keep you completely busy.
In fact, he said that if you do a comprehensive examination (60-90 minutes) on every new patient then you could not handle more than 12 new patients per month. Dr Dawson used to speak about the concept of “Complete Dentistry”.
A story
Let me tell you a story to illustrate what I mean.
A while ago I visited a practice in an affluent suburb in an Australian capital city. In this practice there were two dentists — Dr A and Dr B.
Dr A did comprehensive examinations for all their new patients, communicated well and was completely busy. They got on average 20 or fewer new patients per month. Their practice consisted of quadrant dentistry, implants, veneers, inlays, onlays and full mouth cases.
Dr B did a cursory examination — “Let’s have a quick look at your teeth. OK, now we’ll get two bitewings.” Their examination process was 15 minutes or less and the communication process was minimal. Their practice consisted of extractions, single tooth restorations, patch ups and an occasional crown. The front desk staff told me that they gave Dr B 45 new patients per month and yet they could not fill their appointment book.
Dr B used to complain that there were always gaps in his book as if it was the fault of the practice in not giving them enough new patients.
More new patients can be worse
Dr B was suffering from a condition that I call new patient fever.
It’s when a dentist convinces themself that if only they just had a few more new patents, their practice would be successful. But, if you are suffering from new patient fever, enough new patients is never enough.
Instead of focussing on the new patients they have and giving them an amazing dental experience, comprehensive diagnosis and crystal-clear communication, they rush so they can get on to the next new patient.
Dentists suffering from new patient fever leave so much work undone. Many patients want “Complete Dentistry” but if you don’t do a comprehensive examination and communicate well then you will never discover that fact.
The famous dentist, Dr LD Pankey used to say:
“The key to successful practice is the ability to communicate.”
I completely agree but if you churn through new patients too fast, you do not have the time to communicate well.
If you do not feel that you have enough new patients my suggestion would be to slow down, examine comprehensively and communicate better.
You might just discover that you already have enough new patients.
