Let's be honest, we all know a fair few people who dread nothing more than visiting their dentist. It is a common fear that has been brought up through generations despite the incredible advances in equipment and methods of treatment. When we are buying something we want, we are excited by the prospect of the new item or service, and the price seems less important. Now how many of your patients actually want dental treatment? It's fair to say that very few patients will want treatment, and will just want to hear you say those golden words "Everything is fine, see you in six months".
Now of course there will always be a small percentage of patients who will want something done to their teeth, but do they really want treatment? No, they want the outcome; straighter, whiter teeth, and the ability to be able to smile with confidence. With this we have to conclude that patients do not really want what you are selling, and that makes it hard for you to keep a positive atmosphere within the practice. Many patients will tell different things to several members of the team, often agreeing to treatment with their dentist but then finding an excuse when it comes to booking in with the receptionist. Dentistry is personal, it's intimate and involves touching, this often makes patients reluctant to open up about their concerns and feelings. But we must break that barrier.
Asking The Right Questions
So it's all well and good saying that, but how do we actually implement this? Simply ask, listen, and ask some more, that's all it takes. As adults we have grown out of the habit of asking lots of questions in fear of looking dense. This lack of inquisitiveness has led to the inefficiency of our questions, often we do not actually think about why we are asking the question and the response we are truly looking for. Questions must be open, and allow the patient to truly elaborate, as soon as you get them speaking they will begin to feel more comfortable and will convey their true feelings on the subject.
Where does all this start then? Right from the very first point of contact. More often than not this will be a phone call to the receptionist usually asking if your practice takes NHS patients, or when your next available appointment is. But it doesn't matter what they have called you about, they have called you because they want something. It is now the receptionist's duty to obtain specific details and ask relevant queries to acquire this information. Obtaining information works two ways, just as communication does; there are things you want to know but also the customer wants to know. So evaluate exactly what that is, and give them options based on that. This way the client will feel as though they are in power and will feel involved from day one.
For a free trial of PI Dental, a Patient Questionnaire system that also involves feedback, click Here.
Free Consultations
Free consultations are a great way to analyse the best method of practice appropriate for the patient. It is here you can gain a true understanding of exactly what it is the patient wants. To offer something for free before charging for services is a great gesture and show you are not seemingly trying to take their money. Now whilst it is a great hook we must evaluate its effectiveness, ensuring that it is a worthwhile process. Many patients will often book and decide not to turn up, or find out how much treatment may actually cost and instantaneously become put off by the procedure. Because of this we must filter out the time-wasters as time is money.
Let’s take it back to the initial telephone conversation. When speaking with a client who may be interested in a free consultation, ensure they are well informed. It may be they are interested in having their teeth straightened as they heard from a friend it was a fairly cheap procedure. Again, ask them relevant questions, listen to their response, dive further and then give them the real answer they were looking for. It may be a treatment they thought may only cost £500 actually costs £5000. By having that initial conversation you have saved yourself a pointless consultation.
So we've filtered out the time wasters and we've now got our potential patients, what do we do now? We get to know the patient. I wonder how many of us have struggled to know what to get for someone we know or love?
In 2009 the John Lewis Partnership had an advertising campaign with the strap line "Know the person, find the gift". What they meant was, if you really know the person you are buying for, you will be able to find the perfect gift for them. The same applies to dentistry.
Many practises will give patients a 'smile checker' or 'smile questionnaire' - a simple form with a series of questions that ask the patient to tick ‘yes’ or ‘no’. i.e - I like the colour of my fillings: yes/no. This is a great exercise as long as they are put into practice. Most usually they are just put into the patient's file and are not utilised. These questionnaires are a great conversation starters, we can question patients on why they aren't happy with their smile or why they don't think they have healthy teeth and gums, allowing the patient to really open up about how they truly feel about their oral hygiene.
Presenting the Treatment Plan
If the diagnosis and patient’s desires mean that there are a number of different options you could offer them, consider presenting in a way that makes them simple to understand and that reflects the patients wants and desires. Making the treatment plan simple means it is easy for the patient to interpret and they feel more involved in the process. Look at what the patient wants you to achieve, how that can be met by the different clinical options, what each option will cost and how to pay for the treatment. Ask them what method they would like to choose then give them your own opinion on which you believe will be most suitable.
It will also be a good idea to show them a radiograph. Although they may not be able to read a radiograph, by showing them and explaining what you can see they again feel very involved and reassured by your knowledge and skill. By showing the patient any form of imagery even simply a hand-held mirror, you are involving the patient in his or her own treatment planning. And as we know, when we are involved in the buying process, we are usually happier about our decisions to purchase. Involving the patient can also help build the relationship; it can reduce fear and help understanding.
Trust
What all of this boils down to is a degree of trust. If patients have trust in their dentists then they are always more confident to receive treatment and more willing to pay for the necessary procedures. We can build trust by simply engaging and involving the customer, and not just as a dentist, but as a receptionist, and a practice nurse. Each member of the team must be fully involved and work together to ensure the patient is receiving the highest quality of service. Involving the whole team and communicating between these roles ensures that every member understands the patients needs and wants. By asking the right questions and listening to the patient it becomes very easy to build rapport and develop relationships, an invaluable asset to any practice.
