Winning a doctor’s first case is a key milestone, but it’s just the beginning. Success lies in transforming that first interaction into a long term partnership which can foster loyalty and therefore, drive word of mouth referrals and strengthen your brand reputation in a competitive market.
In reality, loyalty isn’t a single step, it's a journey. Doctors move through a funnel: from first case, to activation (usually by the third case), to increased utilization, and eventually, loyalty and advocacy. Each phase requires tailored support to keep them engaged and confident.
Want to dive deeper into this adoption framework? [Read our thought piece: Building the Right Customer Success Strategy for Doctors: Converting, Activating, and Overcoming Objections]
In this blog post, we’ll focus on what happens after that first submission, and how your post-submission experience and different market activities can help doctors move through this funnel, one case at a time.
Make The First Experience Exceptional
The first impression is the foundation. Start by ensuring that the onboarding process is seamless and supportive from intuitive case submission to clear communication about timelines and expectations. Personalized follow-ups, dedicated support, and a proactive approach can set the stage for a trusting relationship.
Offer Value-Added Services
Think of ways you can add value to your doctors:
- Clinical Consultations: Offer expert consultations to help doctors feel confident when treating cases with clear aligners.
- Educational Resources: Share educational information including: videos, webinars, articles, and step-by-step guides.
- On-Demand Support: Provide support when needed whether it’s case related or administrative like invoices, shipments, portal navigation.
- Practice Growth Support: Help doctors grow their practice by providing tools and guidance to attract new patients and promote clear aligners effectively in their clinic
Create Feedback Loops
Actively ask for feedback about the product and their overall experience. What worked well? What can be improved? When doctors feel heard, they are more likely to stay engaged and advocate for your brand. Use this feedback to continuously refine your service and to show that you’re committed to evolving.
Foster a Community of Experts
Doctors usually trust other doctors, therefore, establishing peer-to-peer learning environments like roundtable discussions can deepen their engagement. It can also help boost their confidence as they learn techniques, tips and best practices from peers who’ve treated similar cases.
Spotlight your Doctors on a Case Gallery
Create an online Case Gallery where you can feature the cases that have been successfully treated by doctors. This not only highlights the effectiveness of your product but also positions doctors as experts which helps boost their confidence, and visibility among a wide network. Eventually, the Case Gallery will become a rich library of cases treated by your product which can act as social proof inspiring other doctors to adopt clear aligners using your brand.
Turn Engagement into a Sense of Belonging
Helping doctors feel like they’re part of a community that values their growth is one step forward to advocacy. Invite them to be part of exclusive programs or invitations, early product testing features, or other premium resources. When doctors feel seen, heard and supported, they become long-term partners not just repeat users.
Conclusion
Winning a doctor’s first case is just the beginning. What happens next is the path to success. By delivering an exceptional onboarding experience, providing value, appreciating their work, and creating a sense of community, you lay the foundation for long lasting partnerships.
The more confident, and supported a doctor feels, the more likely they are to treat additional cases, refer colleagues and become advocates for your brand.
