Case Presentation (8)
In the last post, I said that it was time to change. But the question remains: how do we change the way we present dentistry?
The answer is simple. We get better at case presentation the same way we get better at anything - we practice! In order to change, you have to run though your scripts with your team again and again. Role play different scenarios. Learn to SELL ideal dentistry (remember that 'selling' refers simply to influencing your patient to make the right decisions for their oral health).
Yet, communication is more than repeating the right script. Authenticity is a crucial factor in communicating with both your patients and your team. Consider what Dr. Nick Morgan has to say at his blog Public Words: "Here’s where the paradox of leadership comes in. Because we humans tend to interpret fumbling, hesitations, and sloppiness as evidence of lack of preparedness, inauthenticity, and amateurishness, the leaders who wing it instead of preparing always fail to impress. The ones who rehearse, role-play, and prepare with real passion are the ones who connect with their public, their audiences, and their followers — and appear authentic."
Read the full article here.
Making a change in the way we present dentistry to our patients is often difficult. Most of us have, over the years, developed a presentation style we are very comfortable with. As difficult as accepting change can be, however, the cost of not changing can be even greater. With the recent changes in dental care in our nation it is increasingly difficult to be successful simply by doing things the way we have in the past. James Belasco, in his book, “Teaching the Elephant to Dance: Empowering Change in Your Organization”, states that, “We need to change. We’re in trouble. Business as usual is out. The very successes that got us to where we are today might be the shackles that keep us back from achieving in the future. It takes guts to change, but if you don’t, the economic end is no less certain, only more painfully time consuming.” I don’t know about you, but I’m not one for standing back and allowing my practice to slowly melt away.
This step is about creating certainty – your whole team needs to validate the patient’s wise choice. When anyone in the office reviews the treatment plan with the patient the very first thing that needs to happen is for the patient to be reassured. Everyone likes to feel that they are doing the right thing when they decide to buy. When the financial coordinator says to the patient, “You’re really going to love those porcelain veneers. You know Dr. Kimball does the most beautiful veneers.” Or when your scheduling coordinator says, “Replacing that old bridge is going to make such a difference in your smile! Just last week one of our patients called to say thank you for giving him the confidence he needed to change jobs. And all because Dr. Fields gave him a beautiful, new bridge! Dr. Fields is a wonderful dentist; I wouldn’t go to anyone else!”
The “second opinion” doesn’t just increase the chances that your patient will show up and pay for the agreed upon treatment plan – it also increases the likelihood of the patient receiving the dental care that they need for optimal oral health. And that’s what it’s all about, right?
“Sell” is not a bad word! Though it might conjure images of unwanted telemarketing calls and used car lots, the meaning of “sell” as it applies to the dental practice is taken from Merriam-Webster’s Collegiate Dictionary: “to persuade or influence to a course of action or to the acceptance of something”. If a patient were to present himself with a toothache and demand that you “just pull it!”, would you not do everything in your power to convince him to save that tooth if at all possible? That would be considered selling. It is as simple as influencing our patients to take appropriate actions regarding their oral health. We need to get over ourselves and realize that if we are diagnosing dentistry that is truly ideal for our patients, then of course we want them to want this dentistry and to actually accept (buy!) the ideal dentistry.
Yes – patients need to know their options; however, they need to know the consequences of the options they choose. Don’t be afraid to offer the best to your patients! A crucial point: don’t assume any patient cannot afford ideal dentistry. I will never forget the man who came into my office; he appeared to be a laborer, wearing overalls and a faded flannel shirt, he was sixty years old. He needed crowns and bridges on every quadrant and the fee was one of the highest I had ever quoted in my life. My entire staff was convinced that he could not afford it. The day he returned for the consultation appointment my receptionist informed me that he had arrived in a beat-up old pickup! I nearly lost my nerve. When I went into the consultation room something inside me told me that he deserved the best, too, so I went ahead with the plan. Would you believe he not only accepted the entire treatment plan…he paid cash! Remember: never make assumptions.
Dentists do not have the right to tell the patient, verbally or non-verbally, what they can and cannot afford. We would not attempt to tell our patients what kind of car they should be driving! As dentists, we do have to make judgment calls at times, and there are always exceptions, but we will focus on the average patient we see every day in most of our practices. Our patients have a right to know what state of the art dentistry can do for them and we have a responsibility to present it.
L. D. Pankey often said, “The reason more dentistry is not done for our patients is that it is not presented.” Presenting ideal to every patient will, of course, lower our case acceptance percentage as we begin to offer more optional, yet beneficial treatment. Presenting ideal will also increase production (with minimal increase in overhead) as we do more quality dentistry for the patients we treat. Over time our practice will start producing better dentistry as many of our patients accept the best. Offices that do not perform better than has been acceptable in the past might not survive the changing dental marketplace of the future. It’s up to you. Take the challenge!
Including patients in the examination process, or co-diagnosis, is a natural, stress-free way to have the patients discover the state of their own oral health. Co-diagnosis is very patient-friendly; patients like to participate in their own treatment plan. The co-diagnosis helps you as well as the patients discover what their dental goals are. After you know what the patient desires for their dental health, you are much better prepared to develop a plan to meet their desires.
How does co-diagnosis work? Patient’s believe what they see – incorporate the intra-oral camera! Walk the patient through your exam step by step. Place before and after photos near the monitor. We recommend this and this. By setting up the problem areas for your patient and allowing your patient to participate in the diagnosis, no one on the team has to twist the patient’s arm. You find out what they want – whether that is healthy teeth, a better looking smile, fewer emergencies, etc. – and help them achieve it! I’m not, of course, suggesting that the patient decide the brand of implant or type of build-up material. Patients want the benefits of good dentistry … so you can decide the best treatment details to achieve these benefits.
Stay tuned for steps 3, 4 and 5!
Case presentation is certainly one of the cornerstones of a successful dental practice. Without an effective case presentation process the fee-for-service practice will never prosper. In the next series of posts, I will present FIVE essential steps towards maximizing patient acceptance.
STEP 1 OF 5: LISTEN
The key to predictable case acceptance is very different than what we might have been taught in the past. The truth is that it is more important for our patients to feel understood than it is for them to understand the treatment during the case presentation. We need to ask more questions, listen more and talk less. This is our opportunity to find out about our patient’s health and dental goals, their families, hobbies, and the people and things that are important in their lives. These people will become a part of our practice for (hopefully!) many years to come so it is very important to take the time to build rapport with each of them and discover how they see themselves and how they would like others to see them. If used effectively, getting the patient to speak freely can be the most powerful tool in providing ideal dentistry.
Check back weekly for helpful insights from Dr. Bill Kimball.
We will be starting with a series on mastering case presentation. Let us know what you think!
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