Family Dentistry. You see it in every practice name. You hear it on the radio. You see it in every phone book. It's probably used even more than "We cater to cowards". What does it mean?
Your staff thinks that you can treat every member of the family, from the grandparents to the babies. You put the phrase in your ads to be sure that you didn't turn away any potential patients. Your office manager knows that you see babies before they get their teeth. Every person can be your patient. Should it mean more than that?
Should it mean that every patient is "part of your extended family"? Your 9am root canal is a far removed uncle? Of course you mean this too. You and your staff genuinely care for each of your patient's well being. How do you show it?
Details, details, details. It's what makes a family a family. You know when your sister is having surgery. You send a card when your niece graduates from college. You call your mother on her birthday. You know everything that is going on.
You need to gather the same information about your patients. You need to send your patients an email on their birthday. You need to ask them about the new puppy they got 7 months ago. You need to know who their spouse's dentist is. You need details.
Next post, I will go over why and how you get details.