Patients are paying more for dental treatment than ever before and this has turned the patient from a passive receiver of dentistry to an active buyer. Contrary to popular belief, patients may not be particularly loyal to their dentist and will, in many cases, choose a new dentist/dental practice if the new practice is able to offer a perceived improvement in care and service.

By following the guidelines in the manual and those given at in-house training, the dental practice will be utilising the latest techniques of customer care and patient management. It may seem that the rigidity of dress codes, conduct codes and systems are unnecessary. However it is the attention to detail that creates a quality service. We have researched the information contained in this manual, and on this basis our successful formulas have been developed.

1.2.2 Evolution
"If we stand still we will be going backwards" is a commonly used expression in business and we take it very much to heart, hence the word "advance" in our company name. New techniques in dentistry, customer care, information technology and management will be adopted as our concept and branding evolves.

1.2.3 Brand Values
To the average person dental techniques are a mystery, and the difference between poor and high quality dentistry is not apparent. At our centre we are aiming to offer a high standard of dentistry. But this is not enough. We must communicate our standard to the patient by a variety of means, and these we call our brand values. The most important of these are listed below.

1.2.4 The Treatment Quotation
Due to the widely varying cost of dental treatment, patients can have no idea of the likely cost of treatment. For this reason, and because the General Dental Council now requires it, we must provide the patient with an estimate of the cost of treatment prior to any work being carried out. The benefit of this commitment to our patients is that we can plan treatment and price it as we see fit.
Consequently less emphasis need be placed on an exhaustive fee per item of treatment schedule.

1.2.5 Uniforms
Staff need to wear smart clothes when travelling to and from work. At work the standard uniform must be worn, including name badge. This standardised approach to appearance creates a powerful impression. Each staff member has a uniform code described in the relevant AMS section.

1.2.6 Tidiness
Surgeries, common areas and waiting rooms must always be completely clean and tidy. Everybody is responsible for this including dentists and staff. Never leave clothes, boxes, rubbish or even papers lying around. Keep an eye on the patient toilet, the light bulbs and the outside of the practice.

1.2.7 Aftercare
All of our dental work is guaranteed. In principle, if dental treatment fails we must be prepared to replace it. Even if an item is out of guarantee (say if the crown is four years old and the porcelain has fractured) we should still replace it at a reduced cost. These replacements may seem to cost us money in the short-term, but in the long-term they create tremendous goodwill.

1.2.8 Complaints
Complaints handling must be superb. Every complaining patient can be a source of damaging information about the practice, but conversely, they can also be converted into a source of new patients. Complaints are on the increase, and we should see them as a positive challenge and a means to improving our service. Follow the guidelines in this manual and benefit from your complaints.

1.2.9 The Look and Feel of a Dental Practice
Do not change any aspect of your practices design without first consulting management. Paint colours, window panels, furniture, equipment, pictures, layout, stationary and all advertising materials must be in line with the current brand concept.