What does evidence-rich response material look like for dental patients evaluating a practice?
A substantial collection of materials that addresses every component of the patient’s problem and every reason they responded, with enough volume and depth that the patient feels they have been given a serious answer rather than a brochure. The pile of evidence may include the doctor’s professional biography and credentials, treatment-specific education in plain language, before-and-after case examples with photographs, patient testimonials in written and video form, third-party press coverage if any exists, an authored book where one is available, fee range guidance, office policy documentation, financing option overview, and any other material that builds the case for the practice. The sheer volume often surprises both the doctor and the team when first compiled. Patients respond to it. Each piece reinforces the others, and the cumulative effect is that the prospect comparing this practice against any competitor finds the comparison decidedly tilted toward the substantive response. The goal is to make the comparison so lopsided that the patient stops shopping. Practices using thin response materials lose comparisons by default. Practices using evidence-rich materials win them.
If the answers you are finding here resonate with you, my team and I work with a small group of clients each year. The next step is a complimentary Discovery Consultation and Practice Review with Dr. McAnally.
