Written by: Jackie Ulasewich-Cullen
When dental teams think about patient experience, most focus on what happens in the chair. But today’s patients make decisions long before they ever walk through your doors.
From the first Google search to the moment they receive a confirmation email, every interaction is part of their experience. And those early touchpoints often shape their trust, expectations, and likelihood to follow through with treatment.
If your practice wants to stand out—and earn long-term loyalty—it’s time to think beyond the chair.
First Impressions Happen Fast
For many patients, the journey starts with a look at your website or online reviews. But the real impression forms when they try to get in touch.
Was their call answered quickly? Did someone respond to their online inquiry? Was the tone welcoming and helpful, or rushed and robotic? These small moments add up and can either reinforce the patient’s decision to move forward or send them searching for another provider.
Make It Easy to Be a New Patient
Great new patient experiences aren’t about bells and whistles—they’re about removing friction and adding clarity. Here are a few simple ways to do just that:
- Send a personal welcome: A quick email or text introducing your team and setting expectations can make a big impact.
- Simplify your forms: Use mobile-friendly forms that are easy to complete and clearly connected to the appointment.
- Provide helpful information: Go beyond paperwork—share other positive patient experiences, what to expect during the visit, and how to contact you with questions.
- Follow up promptly: A timely response shows patients you’re reliable and attentive.
These steps might seem small, but they’re often what make patients feel seen—and keep them moving toward their first appointment.
The Phone Still Matters
Too often, practices underestimate the power of a phone call. But for many new patients, that’s the first real conversation they’ll have with your team.
A friendly tone, clear answers, and thoughtful questions go a long way. Asking for the caller’s name, learning what prompted them to reach out, and addressing concerns with confidence all help build trust before a patient ever arrives.
We’ve seen practices significantly increase new patient conversions simply by creating systems to monitor and train for better phone interactions.
Don’t Waste the Time Between Scheduling and Arrival
After a patient schedules an appointment, many practices go quiet. But that gap—whether it’s three days or three weeks—is a key opportunity to build a connection.
Use it to:
- Reinforce your values and what sets your practice apart
- Ease anxiety with a welcome video or patient story
- Invite questions and open the door for dialogue
- Share tips that help the patient feel prepared and comfortable
This communication isn’t about overselling. It’s about staying engaged and showing patients that you care.
Consistency Builds Confidence
The best new patient experiences feel intentional from start to finish. That means your tone on the phone matches the tone in your emails. The promises on your website align with the care you deliver. And every team member knows how to make a new patient feel welcome—whether they’re at the front desk or assisting chairside.
When your systems are consistent, patients feel confident. And confident patients are more likely to commit to treatment, refer friends, and return for future care.
The Experience That Sets You Apart
Remember: new patient marketing doesn’t end with a scheduled appointment. And the patient experience doesn’t begin at the front desk.
By creating systems that support a smooth, thoughtful, and patient-centered experience from the very first touchpoint, your practice can build trust that lasts—and lay the groundwork for long-term growth.
ABOUT THE AUTHOR
With more than a decade of experience in corporate dental laboratory marketing and brand development, Jackie Ulasewich-Cullen decided to take her passion for the dental business and marketing to the next level by founding My Dental Agency.
Since starting her company, she and her team have helped a wide variety of practices nationwide focus their message, reach their target audience, and increase their sales through effective marketing campaigns.
She can be reached at (800) 689-6434 or via email at jackie@mydentalagency.com.
FEATURED IMAGE CREDIT: Soloviova Liudmyla/Shutterstock.com.
