Our patients want to do the right thing. When we recommend a dental implant for the hole in their smile, they\u2019re interested. But it\u2019s not always a straight line from point A to point B.<\/p>\n
Accepting the treatment we diligently recommend often involves complex consumer psychology. Some patients readily choose treatment, especially if it eliminates discomfort or infection. And if they arrive at our offices with a strong emotional commitment to a new smile, we may simply reinforce a purchase decision they\u2019ve already made.<\/p>\n
But the piles of treatment plans gathering dust in our patient records suggest it\u2019s not always so simple. Patients routinely walk out the door without accepting or scheduling planned treatment. Wondering just how much unscheduled treatment lies dormant in your practice? Take a stab at this poll to see what another Legwork client discovered for his practice.<\/p>\n
So, how do you help patients move along an action pathway to accept and schedule diagnosed treatment? Keep a few do\u2019s and don\u2019ts in mind, and you\u2019ll dramatically budge the needle. If just one patient each day decides to schedule planned treatment, you\u2019ll enjoy a win-win: more patients get the care they need to improve their lives, and you add thousands to your annual bottom line.<\/p>\n
1. DO talk about \u201cbenefits\u201d instead of \u201ctreatments.\u201d <\/strong>As dentists, it\u2019s easy for us to get hung up on treatment and procedures. But that\u2019s the last thing patients want. No one wants implant surgery, but they want to fix their loose denture and chew steak.<\/p>\n DON\u2019T sound like a scientist. <\/strong>Pay attention to what you\u2019re telling patients! Take time to review your top five procedures and list the benefits of each one. For example, instead of saying \u201ctooth extraction,\u201d discuss removing infection and taking the stress off the immune system.<\/p>\n 2. DO generate a clear plan <\/strong>with estimated appointments, costs, insurance benefits, and payment options. Use your software to print or email a copy immediately for review by patients and their families.<\/p>\n DON\u2019T assume patients remember what you said. <\/strong>Patients rarely use dental terminology, and they don\u2019t know how insurance works. When our teams discuss co-pays and core build-ups in the same sentence, 95% of patients won\u2019t remember what that means.<\/p>\n 3. DO help stir memories. <\/strong>In 1971, the average consumer encountered 560 marketing messages each day. In 1997, that number had increased to 3000. Today? Americans are exposed to between 4,000 and 10,000 <\/a>ads per day. Although healthcare is different, it\u2019s still a buying decision. Patients need to hear from us, especially when they\u2019re choosing elective procedures.<\/p>\n DON\u2019T think patients remember they need treatment. <\/strong>Patients have more on their minds than ever, and dental treatment may get pushed to the backburner. Once they step out of your office, a thousand other priorities and distractions compete for their attention.<\/p>\n 4. DO address cost concerns with patients, <\/strong>and use techniques to bolster value. Buying decisions that involve the expenditure levels typical in dentistry may require several steps. Along the way, offers from other offices can entice patients if they do not hear from you. Communications that remind our patients of payment options, confidence, and health benefits incrementally build value over price.<\/p>\n DON\u2019T assume your patient is committed to you. <\/strong>Of course, you have hundreds of dedicated patients who love your office. But patients with a short history or with high price-sensitivity may be quick to respond to other options.<\/p>\n 5. DO keep communicating about recommended treatment. <\/strong>A classic cable TV marketing philosophy called the Rule of 7\u2019s <\/a>suggests that consumers need a minimum of seven exposures to a product or service to make a buying decision. Today, it may be even more. Find ways to keep individualized treatment needs in front of patients.<\/p>\n DON\u2019T rely on one exposure. <\/strong>This suggestion encompasses the whole list. But in a busy practice, it\u2019s easy to recommend treatment and make assumptions about our patients\u2019 memories. Studies suggest we only remember 25% <\/a>of what we hear. So patients move on and need a nudge.<\/p>\n The DO\u2019s and DON\u2019Ts of treatment acceptance present a juggling act for our busy practices. But moving just 10% of unscheduled treatment into the operatory can result in huge profits, fewer emergencies, and more testimonials.<\/p>\nDON\u2019T Struggle. DO Prosper.<\/h2>\n