The new marketing materials are slick, inviting and reflect your style and philosophy as a practitioner. The first postcard has been mailed and you know the patients are responding because the Website is getting lots of traffic—and the office phone is ringing!

The influx of calls can be a dream come true for your practice—or a nightmare—depending on how well you have trained your staff members to understand they can make or break your marketing campaign. Their response to incoming calls is pivotal to a patient’s decision to use your services. Share your marketing plans with your staff—long before your new patient prospects receive your postcard or ad.

Start at staff meetings. Introduce staff members to the marketing piece you developed with your consultant and allow them to review it and help proof the pieces before they go to print. Discuss the marketing schedule for the mailing and a timetable for the anticipated patient response.

Plan a special staff meeting to train staff to handle inquiries related to the marketing piece. Allow time for staff members to role play to practice their professional telephone technique and trouble-shoot potential issues. It is advisable to develop a crisp, professional script and short talking points so each staff member can answer questions in a predictable manner.

Underscore the key roles played by those who answer the phone. Every call should be answered by the second ring. No call should be placed on hold until the staff member has taken the caller’s name and phone number. Direct callers to your website for downloadable forms, for directions or to review an article or video on what to expect at the appointment or during a procedure. Make sure every call is answered by someone trained with correct information about your practice.

When you keep your staff informed about your practice decisions, you increase the effectiveness of your marketing campaign. It helps staff visualize the link between customer service and the health of your practice. You want every patient to believe his decision to call your office, was the right one!