Welcome packs serve a very important purpose in modern dentistry. They make new patients feel wanted and like they are part of a partnership or community rather than just a customer. This is a great way to make your practice come across as personal and it gives off a great first impression.
However, many practices don’t use their welcome packs correctly. It is very easy to overdo it when giving out a welcome pack, but you need to make sure you don’t go the other way and not do enough.
The aim of the packs is to inform customers about your practice, but also to endear them to it. A welcome pack needs to be useful without being too dry, while also making sure the customer comes away with a good image of your practice. As you can probably tell, this is a difficult tightrope to walk!
To help you out, here are a few of the things you need to bear in mind when designing welcome packs for your dental practice:
What information to include
The point of these packs is to give your new patients all of the information they need to be treated at your practice with no issues. As such, there are a few things you will need to include. Your opening times and contact information are a must; your patients need to know how and when they can make an appointment.
However, beyond that the contents of your welcome packs are up to you. You might find that you want to give your patients a bit of background information on your practice, for example, or describe its ethos and values. If you feel that a certain piece of information would be useful to your patients and paint your practice in a good light, then include it.
However, you don’t want to go overboard. Your patients can easily become bored if you include too much information, as well as finding it harder to get to the facts they actually need. You should be sparing if you can. This will make people more likely to read it in the first place, as if it is too large it will put some people off.
How you want to come across
Think about the overall tone of your welcome packs. Do you want them to be funny? Professional? Casual? Businesslike? Whatever the answer, you need to think about how you will convey this. The contents of your welcome packs can go a long way towards improving the image patients have of your practice if you do it right.
For example, if you are trying to come across as a friendly practice, you could include something like a free toothbrush in your welcome packs. This shows that you are appreciative of your patients’ custom.
On the other hand, you might want to seem more professional than that. In this case, you could stick to the very basics and go for a minimalist look, perhaps providing your contact details on a card so your practical patients can carry them around in their wallets.
How to make it attractive
Finally, you need to make the whole thing look good! Your welcome packs should be branded with your practice’s logo, while the overall design should make your patients want to look through it. It needs to be appealing, but how you do that will depend on your audience.
You might want to make your welcome packs brightly coloured, or keep them subtle. Maybe your patients will respond well to a welcome pack featuring a lot of images, or perhaps they’d prefer well-ordered information. You should work this out as soon as possible, as it will help you get the most out of your welcome packs.