From Dentist Chair to Member Care: 3 Zero-Cost Communication Lessons
20 Nov 2024
Familiarity can create blind spots in how we communicate with new members. Through a first-hand patient experience, discover actionable ways to enhance your member communications at zero cost.
A specialist dentist extracted a problematic tooth on Monday. While the gaps in my teeth were expected, the gaps in communication weren't.
Here are 3 examples of what stood out as a first-time patient.
1. Before the procedure
Two simple pieces of information would have helped:
Don’t pay for parking - there’s free parking around the back.
It will be hard to eat for a few hours after, so have a big breakfast.
2. During the procedure
Simple updates would have made a big difference:
"This will take about 45 minutes all up."
"If you have any questions at any stage, don't hesitate to ask."
"I'm going to give you six injections - 3 on each side of the tooth."
"It will sting and won't taste good, but you can rinse in 5 minutes"
"I'd suggest not looking while I put the needle in"
"I'm putting in dissolvable sponges - they'll disappear on their own"
3. After the procedure
The dentist's verbal instructions about the next 48-hours contradicted what he gave me in the printed post-op sheet. When questioned, the dentist said "oh, don't worry about what's written there - these are just general instructions for dental surgery." Following the written instructions alone would have been problematic.
The dentist was skilled and friendly - this isn't about clinical competence. It's about seeing the procedure through a first-timer's eyes. When we're experts at what we do, it's easy to forget what it feels like to be new. Whether you're a dentist, developer, or project manager, your everyday process is someone else's uncertain journey.
Key takeaway: Gathering feedback from first-time members and incorporating it into your organisation can transform their experience at zero cost.