Effective Recall Systems: A Critical Tool for Uncertain Economic Times.

Recall List 1

A recall system is the heart of patient retention in every dental practice, and yet very few practices run a really good, effective system; so why is that?  I’d propose the main reason is that many practices naturally accumulate a good and reasonably loyal database of patients, so the practice remains busy even when their recall system is not optimal. In one extreme case I watched a practice principal placing hundreds of prepared recall cards into storage boxes; the dentist was already booked solidly three weeks in advance and he felt unable to manage his workload.  As our economy slows down many patients are now slower to respond to their hygiene or dental recall so this is a really good time to be tuning up your recall system, if only for peace of mind.  When a practice does slowdown, typically the hygienist’s book is the first to experience gaps, followed by associates.

Recall List 2

There are 6 parts to an effective recall system:

1. Accountability and Review

Make sure one person clearly understands that they are accountable for this critical activity.  Ask them to produce a monthly report showing each of the last 6 months. For each month show how many patients were due for recall and how many have yet to make an appointment.  Then have each provider sit with the person and discuss their individual data.  Some providers, particularly hygienists, might have a greater need for focus on their recalls compared to other providers.

2. Recall Messages

Recalls messages should be carefully worded to show that you care for the health, well being, and appearance of your patients.  Reminding a patient of the benefits of regular dental or hygiene visits is going to be more effective than simply saying ‘this is a reminder’.  To really maximise effectiveness consider appealing to patients’ individual motivators. You can do this using a ‘Smile Assessment’.  After consultation, assign each patient a category that best describes their motivators.  For example, ‘Minimise Cost’, ‘Focused on Appearance’, ‘Perio Concerns’. Then customise a message for each patient category, e.g.: ‘In order to minimise your dental costs regular hygiene check ups are essential…’ or ‘In order to keep your smile as natural and beautiful as possible…’, or ‘I know you are concerned about your periodontal health…’.

Consider including a brief comment about new services you provide, such as a new orthodontic system or tooth whitening. Such messages must not cloud or replace your primary message, which is your concern for your patient.

3. Follow up

I’d suggest each month:
Send a recall for patients due next month, and,
Send a first follow up to patients due this month who haven’t booked an appointment, and,
Send a final follow up for patients due last month who still aren’t booked. Ideally this would be a phone call.

It’s important that your patients feel respected, so careful wording and sufficient elapsed time between follow ups are both important.  Also use different words at each follow up, and a different media, since different media suite different people.

4. Media

Try using a range of media, ideally based on the patient’s preference; this is particularly important for email.  For office based workers, email can be very effective, but some patients rarely check email.  If you did use email for a patient’s recall, remind them with a letter, post card, or SMS, and finally with a phone call.

5. SMS

SMS delivers the highest recall success rates, and you will receive replies within minutes.  It’s also cheaper than letters or phone calls.  The reason for its success is that most people carry a phone on them, and your number is placed directly on their handset; they just need to press dial to speak to you.  It is vital when using SMS that you can easily see who didn’t get the SMS so you can use another media to contact them.  SMS recalls are ideal to fill your appointment book at short notice.

6. Educate and Set Expectations

Not all patients will understand why hygiene visits are important so it’s critical to take a few moments explaining this.  Allow some time in every hygiene session to discuss what you will be focusing on in the next session and when that session needs to be. Try to ensure every patient leaving the practice is committed to their next hygiene visit.

In Summary:

Have one person clearly accountable for recalls.
Have a simple monthly report for each provider showing key effectiveness data.  If there is a concern hold a regular practice meeting to brain storm. Agree and record corrective actions.
Think about the words and messages you send out.  They must be personal, motivational and effective.
Have a system to follow up recalls if an appointment remains un-booked. Attempt to recall a patient at least three times.
Use a range of media i.e. Postcards, letters, emails, SMS, phone calls.
If you don’t use SMS for recalls, try it. SMS is the most effective recall media.
Ensure every provider helps every patient understand the value of their next visit, and the timeliness of that visit.

You might expect that any modern computer system would automate everything I’ve described in this article, but this is far from the case.  I enclose a picture of the Software of Excellence Recall Manager, which does facilitate everything discussed here.