Patients want to hear the story of your dental practice — how are you telling it?

Why do your patients come back to see you? I’m sure you know that the quality of your service and the comfort of their experience has a lot to do with it.

So let’s drill into that (pardon the pun). What makes a patient’s experience comfortable? There are physical aspects like comfortable chairs and a convenient billing process. But even more important than that is a comfortable environment that’s personal, welcoming, and non-intimidating. This requires building connections with your patients.

And the best way to create rapport and develop a relationship is by telling stories.

That’s why you have to be — or become — a great storyteller. Don’t worry, I’m not talking about becoming the next Shakespeare or Walt Disney. You didn’t sign up to be a raconteur or comedian.

The good news is that your dental clinic is already a living, breathing, story-telling machine.

If you don’t believe me, think of all the challenges you had to overcome to get where you are today. Consider the community work you and your staff do that your patients might not know about. Think of everything you and your staff do day-to-day to serve your patients!

Patients are interested in the behind-the-scenes of their dentist, or the evolution of their dentists’ practice because it can offer a different perspective to what many people think: that going to the dentist is a scary, painful, intimidating process.

Chances are that you have a few good stories. Whether they’re about starting your practice, that time there was a massive water leak in your clinic, or the year your tax return was audited and it turned out you’d made a small mistake that cost you thousands of dollars (true story from one of our clients!).

These stories might be funny, scary, or relatable, but they all help build that connection with your patients.

The best part is that you don’t have to save these relationship-building interactions for those semi-annual (or rarer…) visits. With the advent of the internet and tools like Instagram, sharing the story of your dental clinic is easier now than at any other point in history.

It is literally as easy as taking a picture with your phone. It costs exactly $0 to have an Instagram account, and you can get the whole office engaged with sharing your clinic’s stories.

Telling stories is a great way to bring in new patients, too. You can start building that rapport before the patient ever steps foot in your clinic. Amazing, right? (Ok, maybe don’t share the tax snafu on your Instagram page.) And yes, once they meet you, that rapport that you establish early on will bring them back again.

People want to hear your story, so don’t be afraid to tell it!

Stay tuned for next week’s blog, which will be the first in a series of posts about how you can use Instagram specifically to tell your story. Whether you’re a ‘gram greenie or a practiced poster, you’ll find tips and tricks your whole staff can learn from.