Are you embracing the patient case study to share all the good words and thoughts your patients have about your dental work?
Genuine patient case studies are an essential marketing tool for any dental practice and a great way to demonstrate the positive impact your dental practice and treatments have made on real patients.
Once written, a case study can be used to great effect on your website, social media and practice marketing material. Search engines will quickly pick up on the new material as something of interest rather than business advertising.
Personal interest stories always attract a lot of genuine interest and are perfect for sharing on social media including Facebook and Twitter.
Effective, well written case studies capture patient emotions which are invaluable to others who are considering or actively looking around for a dentist to help them with similar issues.
The case study should always demystify procedures by explaining what happens in plain English, why someone has chosen a particular procedure and clearly demonstrating how the patient has benefitted.
All case studies contain some key elements:
- Patient profile and personality
- A problem or challenge faced by a patient which others understand and relate to
- The solution or treatment which has made the difference
- The patient journey
- The benefits gained from the treatment
- Emotional reactions to the results
A case study will typically be around 500-700 words with plenty of direct quotes to bring the story to life. High quality before and after images are a must and should capture the patient as an individual, avoiding close-up clinical shots.
The personality of the treating dentist is important and wherever possible try to capture this using the patient’s own words and experience.
Always ensure the case study sounds and feels like the genuine patient and that the patient’s personality comes through. An actual, independent interview during which you can capture the true character of your patient and make the case study authentic is essential.
Don’t try to rewrite the patient’s words to what you want them to read, but do weave them into important messages that you want to get across to other patients for example convenience, friendly team, achievable, good value, professional care.
Always send a final version out to your patient so that they can check and confirm that the case study reflects their experience and feelings accurately, before going to print.
Here is an example of an actual case study I recently wrote for one of my dental clients, based around a telephone interview with the patient (all names have been changed to preserve confidentiality):
“Meet Mary, a fit and lively patient aged 70, who retired 5 years ago from a life-time of work with her own patients as a registered nurse.
Mary quickly became a loyal patient of Green Dental after her first visit only two years ago when she met with Dr. Jones for a new-patient consultation followed by a 30-minute oral hygiene session with our dental hygienist, Jo.
Mary freely admits that her teeth were feeling their age when she came to see Dr. Jones; many were loose, the lower set crooked and her gums receded. Although she loves to smile it wasn’t the smile she really wanted.
Dr. Jones discussed Mary’s aspirations for a brighter smile and balanced this out with what could realistically be achieved and how this could be delivered. Mary was surprised just how much could be done and the options available to her.
After a number of meetings with both Dr. Jones and other members of the dental team at Green Dental, Mary agreed to a treatment plan involving replacement of loose upper teeth and gaps with implants alongside straightening of the lower teeth using an orthodontic brace.
The hardest part of the treatment was wearing of the brace to straighten her lower teeth. Mary and orthodontist Dr. Peters worked together closely to achieve the right result. Dr Peters describes Mary as the “perfect patient”. Dr Peters is described as “A lovely man, kind, approachable and very patient”
Mary felt no pain before, during or after the removal of loose teeth and placement of implants which was completed in one day by Dr. Jones and her specially-trained nursing team at the dedicated implant suite within Green Dental.
Unlike traditional implant work, LCD allows the patient to leave clinic with the smile they dream of the same day rather than months later.
We all look forward to patients waking up after treatment as the reactions we see remind us that we really have delivered life-changing dentistry.
In Mary’s words:
“My teeth look fabulous . . . they are even better than I could have hoped for”
Mary’s daughter came along to take her home and her reaction was simply “Wow”
Mary is regularly complimented on her new smile and is often told how beautiful her teeth look, which makes her smile even more.
Her advice to others considering LCD is simply “Go for it, you won’t have any regrets . . . . Dr. Jones and the team are professional, approachable, easy to talk to and are now more like friends”
Allowing for the slow but meticulous straightening of lower teeth, the treatment plan has taken 2 years to deliver the final results but in Mary’s words:
“A long time but it was definitely worth it ”
“Very happy with the outcome . . . miraculous that you can do this at my age”
Not everyone has the skills or time to interview and write their own patient case-studies. Many dentists bring in someone like myself to interview the patient and create a story which reflects their values, the patient experience and your important business messages.
If you would like more help with creating your own library of treatment case-studies for use on your website, social media and practice marketing material, please get in touch for a complimentary, no obligation discussion:
call Mark on 07813 721783