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ОглавлениеUsing the Contents of This Book
The contents of this book were designed to be flexible. They are meant to be adapted to the specific purposes of your dental office, whether it’s sending letters to your patients or repurposing content for newsletter items or blog posts.
The content is also meant to show examples of different types of correspondence that can be used by dental staff to communicate with patients, vendors, employees, other dental professionals or the media.
As you read through the contents of this book, change them to meet your audience’s needs. Put yourself in the patients’ shoes and then clearly state how the technique, procedure or program will benefit them. For example, if a certain procedure will save patient time and money in the future, state this within the first three sentences of your communication. If your communication has space constraints, such as a limited number of lines or characters, this information should be the first sentence. Also remember that people read at different literacy levels. Use simple language that is to the point. Avoid technical or scientific jargon whenever possible.
Taking the time to communicate concern on an individual level is important, especially since many mediums are public postings that are not targeted to a specific individual. Because these mediums do not convey personal attention, the majority of your written correspondence should be personalized. For example, when sending a letter, use the individual’s address at the top, mention him or her by name in the salutation, and sign correspondence personally. If you don’t take time to personalize a communication, the individual may not take time to read it. A well-written, personalized letter will create a positive image for your practice, as will a personalized but concise email. Conversely, a careless letter or message will create a negative image. This book includes a CD-ROM with Microsoft Word documents of all the communications so you can personalize them right on your computer.
Adapting the Contents for Different Media Platforms
The text below announcing a new office location originally appeared as a letter. However, there is no need to limit this communication to one medium. The content can easily be adapted to a text, a tweet, a Facebook post, and a blog post or newsletter item, as demonstrated below:
LETTER
7/12/2013
Carol Martin
211 Main Street
Chicago IL 60611
Dear Carol:
We are pleased to announce the opening of our new dental office at 900 N. Michigan Avenue in Chicago, IL. You have watched our practice grow, and the new and larger facility will allow us to serve you better. It features an attractive reception area, spacious treatment rooms equipped with intraoral cameras, and the latest in dental equipment and technology.
Although we’re in a new location, we haven’t changed our hours, staff, policies, or our personal service to patients. When you visit our new office, you will receive the careful attention and gentle dental care you have come to expect from our practice.
Also, be sure to visit our practice website, www.numberonedental.com. It will keep you up to date on the latest in practice news and oral health care tips for you and your family.
Enclosed you’ll find a business card with our new address and telephone number. Please feel free to stop by for a tour. Our location may have changed, but our commitment to you, our patients, has not.
Sincerely,
Dr. Anderson and Team
TEXT
Number One Dental has moved to 900 N. Michigan Ave. Stop by to tour our new facilities! www.numberonedental.com
TWEET
| Number One Dental @NumberOneDental Number One Dental has moved to 900 N. Michigan Ave! Our location is new but our commitment to patient care is the same. #numberonedental |
FACEBOOK POST
| Number One Dental |
We are pleased to announce the opening of our new dental office at 900 N. Michigan Avenue in Chicago, IL. Our hours remain the same. You have watched our practice grow, and the new and larger facility will allow us to serve you better. Check out the pictures of our new office!
BLOG POST/NEWSLETTER ITEM
| We’ve Moved! WE ARE PLEASED TO ANNOUNCE the opening of our new dental office at 900 N. Michigan Avenue in Chicago, IL. You have watched our practice grow, and the new and larger facility will allow us to serve you better. It features an attractive reception area, spacious treatment rooms equipped with intraoral cameras, and the latest in dental equipment and technology. Although we’re in a new location, we haven’t changed our hours, staff, policies, or our personal service to patients. When you visit our new office, you will receive the careful attention and gentle dental care you have come to expect from our practice. |
Branding Your Communications
Every communication from your practice represents you. Therefore, each one should convey confidence and professionalism. It is important to customize your communications and suit them to your practice philosophy and personal style. Using a logo and a specific typeface communicates a consistent, professional image to patients and the general public.
For example, your paper stationary should be professionally designed and printed. Emails, as well as any online profiles, should also carry you practice’s logo and name. When you send press releases to local newspapers or organizations, whether as hard copies or electronically, they should be sent on either your paper or digital stationary.
A Caveat About Emails and Faxes
The CAN-SPAM Act is a law which regulates rules for commercial email, sets conditions for commercial messages, gives recipients the right to opt out of receiving your emails, and explains penalties for violations. For more information on the CAN-SPAM Act, visit: www.business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business.
Faxes also face restrictions established by the Junk Fax Prevention Act of 2005. If you wish to communicate with customers via fax:
You must have an established business relationship with the patient.
You must voluntarily provide your fax number or the number must be publicly available.
You must provide an opt-out number.
For more information on the Junk Fax Prevention Act, visit: www.fcc.gov/guides/fax-advertising.
The requirements of the CAN-SPAM Act and the Junk Fax Prevention Act are not addressed in this book. Before sending email or faxes for commercial purposes, dental professionals are strongly urged to consult their legal counsel.
Think Before You Write — or Click “Send” or “Post”
Remember that every communication you send, whether paper or electronic, is a reflection of your practice. If a patient has not yet visited your office, your communication may be his or her first impression. Though posting on Facebook or Twitter may feel less formal than writing a letter, there is no excuse for sloppy grammar or spelling errors. Your computer’s spell check feature will not catch every error, so ask another person to proofread your communications before you send them.
It is also important to note the ease in which electronic communications can be posted and forwarded for the world to see. You may want to think about which communications are appropriate to be sent electronically. For example, it may be more suitable to send financial or insurance information as paper letters for both confidentiality and documentation purposes.
Moreover, something you post today can be accessed indefinitely. Keep your communications professional in tone, and don’t let your emotions get the best of you, even if someone has a negative opinion about something you post. Let your online reputation be an expression of your best professional self.
