Do you have an elevator pitch that you use with your patients?
Believe it or not, having an elevator pitch is important for dentists.
How do we know?
We’re business owners whose clients are some of the busiest people on the planet, so we know the importance of the 30-second pitch. In fact, that brief pitch is so important that we use it every day.
Here’s why.
We cover a lot in our business, from dental photography and practice management strategies to online marketing and video production services — and much more. We’d love to spend all day talking about how we can help dentists, but the reality is that narrowing down what we do helps our clients: a 30-second pitch describing what we’re about, gives clients a quick, concise sense of how they can benefit from working with us.
We believe that all small business owners–especially dental professionals–should have an elevator pitch of their own.
Believe it or not, a dental professional’s pitch is so important that it can make the difference between a patient rejecting or accepting treatment.
The Elevator Pitch: Defined
You probably know what an elevator pitch is, but let’s go ahead and define it anyway.
The elevator pitch is the act of briefly and succinctly telling someone about your business, and what your business can do for them. More often than not, the pitch ends by asking that person to do something for you.
When it came to defining our pitch for Clear Edge Innovation, we drafted up the following:
We started our business to help dentists create the thriving practice they’ve always dreamed about. Our courses, which include Online Marketing, Patient Experience, Clear Aligner Integration, Leadership Training, Health and Mindfulness, Dental Photography and Video Production, were created to with dentists in mind, to alleviate the sense of overwhelm in running a business, while giving our customers the knowledge and tools to succeed.
We’re different than other dental consultants. By focusing on improving one area of the dental practice at a time, we keep our clients free of lengthy contracts and provide clear, measurable results.
We’d love to connect with you. Follow us on social media for news and updates, and sign up for our email list and Blog to get the latest and greatest in all things dentistry.
The above pitch briefly describes our business, explains how we differentiate ourselves, and closes with a call to action.
This is the language we use with all potential customers, and anyone else interested in our business.
What Does an Elevator Pitch Have to Do with Effective Dental Exam?
Remember how I said that all small business owners—especially dental professionals—should have an elevator pitch of their own?
It’s true.
Think about the routine dental exam: you have very little time to convey a lot of information to a patient, and you’re ultimately asking them to take action. And because you’re asking the patient to accept something that will cost time and money (and maybe even pain!), that can be a tough sell.
Since your goal is for patients to make the right choice about their health, it’s vital that your elevator pitch leads them to accept your treatment recommendations.
That’s why there’s no better time than a routine dental exam to have your elevator pitch practiced, perfected, and ready to go.
So, how does a dentist craft the perfect elevator pitch for patients? Before you even begin, consider the following:
- A General Dentist typically has 5-7 minutes (often less) to perform a physical exam and explain clinical findings to the patient. Orthodontists have the advantage of a Treatment Coordinator, but in the end, Orthos face the same problem as General dentists: they have mere minutes to convince patients to accept a costly and lengthy treatment.
- Not only do dental professionals need to help patients overcome concerns about cost, but they also need to address patient skepticism about treatment, along with any potential anxieties about the procedure.
This calls for an elevator pitch that’s clinical and factual, but also empathetic and understanding — and it all has to be delivered in a minimal amount of time.
Seems like a tall order, doesn’t it?
Not to worry. It can definitely be done.
How Can I Create an Effective Elevator Pitch for My Dental Exams?
One book that was very helpful to us in developing an effective elevator pitch was Small Message, Big Impact by Terri Sjodin – I’ve heard she’s great to hear speak as well! She has formed a simple, replicable process for delivering a great message in a short period of time.
Here’s a very basic version of the steps outlined in Sjodin’s book:
- Introduction – Give the listener an idea of what you’ll be speaking about
- Body – Use roughly 3 talking points
- Conclusion – Summarize and close with a call to action
Sample Elevator Pitches for Dental Professionals
You can adapt Sjodin’s model for your own practice. Here’s an example of how this might sound in a dental exam:
Introduction
“Nicole, thanks so much for coming in for your cleaning and exam today. I’d like to review some of the short and long term areas of concern I have, and help you get the treatment you need to maintain your dental health.”
Body
- “My most immediate concern is these two small cavities here and there. I’d like to get you fillings as soon as possible so the decay doesn’t start to spread.”
- “I’ve also noticed the older crown you have in your mouth is showing wear, and might start to break down soon. This isn’t as urgent right now, and if it isn’t causing you discomfort, we could wait until next year to maximize your dental benefits.”
- “Lastly, in the long-term, we should think about moving your teeth to a healthier position. I’m concerned about the wear on your front teeth with your bite being deeper than normal, and I want to help you preserve your teeth for a lifetime. Since this is a longer term need, you can plan for when this would fit best for your lifestyle.”
Conclusion
“Let’s have you talk to our financial expert, Susie, on your way out. She can get you scheduled for your fillings, and give you cost estimates on the crown and Invisalign treatment to align your teeth.”
See how the elevator pitch format is an excellent framework for a consult?
And by using the right language in your pitch, you’re
- Helping patients understand that their dental health is of the utmost importance
- Eliminating competing factors in patients’ lives, such as time, finances, and anxieties about dental treatment
Don’t ever worry that your elevator pitch means you’re “selling” something. You’re not.
Instead, you’re providing an important healthcare service, often to people who usually don’t realize how much they need it. By crafting a pitch that will lead to an acceptance of treatment, you’re convincing your patients to make the right choice for their health.
Your elevator pitch? That’s not selling something. That’s acting in your patients’ best interests.
Start Using Your Pitch in Your Practice
Now that you have a basic format, try using this in your next patient exam. Here are a couple of tips to get you started.
- Write down Sjodin’s steps so you can adapt them to your dental exams.
- Rehearsal goes a long way, so practice ahead of time.
- Try out your pitch on a patient you know and trust
It won’t take long to see how your case acceptance improves with this simple format!
Do you have an elevator pitch that you use during dental exams? how you help patients accept the treatment they need?
We’d love to hear from you! Feel free to tell us your story in the comments section below.
And don’t forget to check out our Patient Experience program for more details on how to increase case acceptance and provide your patients an outstanding experience in your office.