When you run a dental practice for many years, you build up long-term relationships with people that can be difficult to break- for both sides. When you, the seller, conduct a dental practice transition professionally and smoothly, it can help you leave a positive legacy. Your successor and his or her popularity with your patients can affect the future of the practice and its success. Let’s take a look at how the selling practice owner can make a difference when they part ways with their clients.

Consider Your Staff

Your frontline staff and their conduct are your practice’s point of contact with patients. If the staff is distressed or resentful about the transaction, this can filter back to the patients. Make sure to brief staff members on how to conduct themselves in front of patients, with respect to the new owner and the practice as a whole. It is important that everyone puts on a united front, conveys the right image to patients.

Use Word of Mouth Referrals

Allow the staff and their families to be treated by the new dentist and build up some good testimonials and references. Positive word-of-mouth referrals from the staff to the patients are much more credible than if the staff has no idea of the new dentist’s etiquette. Dental hygienists, receptionists, and dental nurses are in an excellent position to “sell” the idea of the new dentist to patients

Introduce the New Owner Slowly

Give patients the opportunity to consult with the new dentist when they call to make appointments. Allow for a transitional period where both of you are available so patients can get used to the new owner, and where they do not feel forced into seeing someone new.

When patients have immediate needs for treatment, incentivize them to see the new dentist by telling them he or she has more calendar availability and is available sooner.

Make introductions during routine appointments. If you have patients only coming in twice a year, on their next visit they should see the new dentist. Introduce him or her before the dentist performs treatments, which will give patients an opportunity to get used to the new person.

Thank Your Patients for Their Support

Communication with patients is really important, so pre-empt the change and notify your patients that, in a specified amount of time, you will be leaving the practice. Explain why you have chosen the current buyer and what qualities you felt he or she possessed that would benefit the practice and its patients. Highlight the new owner’s qualifications and achievements, and mention, where he or she, was working previously. Make sure your communication is positive and that it highlights your belief in the new owner.

You can place a notification on your website and social media pages, or email patients if you maintain a database. Put a sign up in the practice on your notice board if you know a certain percentage of your patient base is not available on digital communications channels. In the month leading up to the transition, ask the reception to notify everyone who calls about the change-over to ensure that no one is uninformed.

When you do depart, be sure to thank your patients for their support. Explain how the practice staff remains committed to their experience and how, while the ownership may change, the ethos of the practice will stay focused on providing a high level of treatment.

Your Reason for Selling

You may be retiring, moving to a new area, or pursuing a different career. Think about telling your patients your reason for departure and reiterate the fact that, while you may be moving on from the practice, the patients should continue to support it.

When you have built a practice up over many years, you do not want your professional name tarnished in any way. If you are confident in your successor, you can convey this sentiment to your patients. After all, if he or she has your support and your patients respect you, they will follow your recommendations.

For more assistance with dental practice transitions, contact the National Association of Practice Brokers.