The Practicon Viewpoint by Ann Page Griffin

THINK BAKER'S DOZEN

A WINNING INTERNAL MARKETING CONCEPT

Just what is a Baker's Dozen? Begun in medieval times, the practice put 13 loaves of bread in all orders for a dozen loaves. The bakers' habit led many other tradespeople to give 13 items when 12 were purchased as a safeguard against penalties for short weights or measures. A merchant found guilty of selling short weights or measures faced great penalties, up to and including loss of business and time in prison.

The concept is now defined as an extra measure of service or goods given to customers, clients, patients, or patrons. Baker's Dozen service marks an individual, a business, an organization, a dental or medical practice as one that goes above and beyond the level of service typically experienced.

Transfer that thought to your dental practice. What do you and team do to make your patients feel they've received a Baker's Dozen in care and service from your office?

I recently had dental treatment in an office other than my dental home where I've been treated for years. Incidentally, I'm very satisfied with the treatment and attention I receive at my long-term provider's office. However, my appointment in the specialist's office included several Baker's Dozen details that were most impressive:

• I was greeted by name immediately and enthusiastically by the receptionist who thanked me for choosing their office for care.
• I was invited to help myself to coffee, tea, or water at the reception room bar, which made me feel most welcome. Reception room chairs were actually comfortable, with arms to help a person rise.
• Because I neglected bringing insurance information, the receptionist promptly researched my dental benefits, available under my husband's retiree plan and his Social Security number. She asked me to watch her shred the paper on which I'd written his Social Security number, a welcome assurance in today's world of cyber problems.
• I was introduced to all staff members as I encountered them.
• The treatment was explained as it proceeded, and I was comfortable the entire time.
• The dentist called me that evening to ask if I was still comfortable and to answer any questions.
• The receptionist, the greeter at my first appointment, called me the morning following treatment, again, to be certain all was well.
• The patients' bathroom was spotless with single use toothbrushes available, mouthwash with individual cups, luxury paper towels, soft toilet tissue, on and on—all details that told me this dental team cared about my comfort in many ways.

Baker's Dozen service—no single aspect of my visit to that office was dramatic or startling. However, when considered together as a whole, the warm, friendly, personalized details made me give them a grade of A+. If I need specialty care again, there is no doubt where I'll book my appointment. And I'll tell others about the Baker's Dozen service available there should they need similar care.

How would a new patient grade Baker's Dozen service in your office?

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