Dentists, orthodontists and dental professionals hate to think they’re in a sales role – but let’s face it, they are! Patients don’t always believe they need dental care, and they often have to pay a significant portion out-of-pocket.
How you communicate the need for a dental procedure makes all the difference in whether a patient will go forward with treatment.
It’s critical to believe in what you’re recommending – you got into dentistry to help people live better lives. You’re meeting needs that patients often don’t know they have. When you have conviction about your recommendation, and communicate it effectively – that’s the best kind of sales!
Clearly communicate the health benefits of what you’re recommending so the patient understands how the treatment will make their life better. Give them multiple financial solutions so they can find something comfortable and easy for their lifestyle. And develop a consistent follow-through protocol to ensure they schedule the work they need.
Focus on Dental Patients’ Health
Do you ever feel like patients ignore about 95% of what you tell them in the dental chair? You’re not alone! Whether new patients or existing, patients get dental amnesia and are usually in a hurry to get away as quickly as possible.
It’s easy for you to see the dental work they need, and the future consequences if they don’t take your recommendation. However, they don’t see what you see – and often are not feeling any pain.
Take 10 steps back, and explain the problem in the most common terms you can find. Use tools to illustrate the issue – including hand puppet gestures, intraoral photos, x-rays and past records to show progression. Photos are one of the most powerful communication tools – and are still widely underused in the dental chair.
Explain clearly the risks to the patient’s health of the problem, and future complications – and then discuss the benefits to their health if they move forward with a solution. Discuss the pitfalls of ignoring treatment – things always get worse and more expensive. Don’t use scare tactics, instead take a caring approach so the patient knows you truly want the best for their health.
Present Workable Financial Solutions for Dental Procedures
After you’ve presented a clear case for their health – every patient’s next question is, “how much is this going to cost me?” Patients mentally start running through all their pending financial obligations – their kids’ summer camps, the roof repairs on their home, the weekend getaway they really need with their spouse, the family reunion they have to travel for, the school clothes and supplies to buy etc.
It immediately causes them stress to think about fitting in another big expense that they weren’t planning for – and that’s a big part of why patients avoid treatment they know they need.
It’s good to know this going into a financial presentation, and assure the patient that you’d like to work with them to find something that will be comfortable for their lifestyle and allow them to get the treatment they need.
Have multiple financial options available – especially for large procedures. Consider using 3rd party financing so you don’t have to carry the debt risk. Some practices will allow the patient to pre-pay weekly or monthly until they meet a down payment or the full cost – like a dental layaway system. It’s also a good idea to offer an attractive payment-in-full discount to incentivize patients.
Work with your patients, and understand their concerns so you can be solution-oriented in your financial approach.
Consistent Follow Through to Schedule Dental Work
Following through with patients to schedule the dental work they need is an essential part of case acceptance – and most offices miss this piece. Understandably, you don’t want to be pushy. It’s a fine line between encouraging patients to schedule, and being annoying.
Many offices avoid any kind of follow up for fear of bothering the patient. However, patients need to be reminded of the work they need and the importance of it. Always come from a place of concern for their health – this will show through to the patient.
One of the best follow ups is a personalized phone call within 2 days of the patient leaving the office if they did not schedule treatment. Make notes when you do the treatment consultation about their specific concerns, and ask if they resolved those concerns and if you can provide further support. This way the call becomes about the patient and their needs, versus about the treatment.
For example – “I remember you said you wanted to check your FSA account, did you find the information you needed?” Or, “I remember you mentioned wanting to discuss this with your spouse, what questions did s/he have that we didn’t’ cover?”
If they don’t schedule after the call, an email or paper letter within 1-2 weeks is appropriate to remind them. Depending on the urgency of the treatment, a 2nd letter follow up may also be a good idea after 1-2 months.
Lastly, make sure to consistently bring up outstanding treatment on subsequent hygiene visits, and repeat the process to encourage case acceptance.
Increase your Case Acceptance for Dental Procedures
Improving your case acceptance rate will ultimately help your patients live healthier lives. And it will make your time in your dental practice more efficient and effective.
Focus on the patient’s health and present a clear case for treatment. Give them workable financial options so it’s comfortable and realistic for them. And lastly, build a solid follow-up protocol to ensure the schedule treatment.
Need help with your patient communication skills? We can help! Contact us today to learn more about our effective communication training so you can increase case acceptance in your dental practice.
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