Dear Madow Brothers,
After 21 fantastic years in the practice, my hygienist Susie is retiring. She has treated several generations of patients here and everyone loves her.
Should I send an email blast out to our existing patients (coming from her) telling everyone of her retirement, or just inform patients the day before their recall appointments that “Susie retired, Ms. Schtupalot will be seeing you today!?”
On one hand I don’t want my patients to claim I did “not inform them”, but on the other hand I don’t want to give them an opportunity to start calling around to find someone else “closer to home” for their cleanings.
Thanks for your advice,
Dr. Mitchell Josephs
Palm Beach, FL
This is a great question, and the answer could go one of two ways.
You could just do nothing, and inform your patients when they come in for their appointment by saying something like,
“Mrs.Yenta, Susie has retired, and although we didn’t think we would ever be able to replace her, we were so lucky to have found Linda. She is fantastic and you will love her!!” To avoid the “you never told me” syndrome, you could also inform patients of this during their confirmation.
Or….. you could use this opportunity to proactively introduce your patients to the new hygienist and get some excellent goodwill out of the situation!
Have an open house retirement party to honor Susie and introduce everyone to your new hygienist. Thank all your patients for their loyalty and friendship. Have some giveaways, etc…. After doing that, why would they go anywhere else?
The decision may rest on the character of your practice. Although this is a gross generalization, an insurance-dependent practice where most patients are there because of “a list” would be more likely to go with option number one. In a pure FFS practice – the second plan would work better.
The bottom bottom line is – if you have done all of the “little things” right and have developed a high level of patient loyalty, patients understand that changes in personnel happen, and should be more than willing to give the new hygienist a chance.
Dr. David Madow and Dr. Richard Madow are actual dentists who have been helping dental offices become more successful for over 28 years. They are down to earth, real people who personally connect with their clients and are proud to call them friends. If you have a question for this column, please write to them at firstname.lastname@example.org. We are now offering a complimentary 30-minute coaching session! Please CLICK HERE to schedule yours. Doctors only please.