Jana Denzel shares his tips for enhancing your communication and understanding with patients.
Dentistry today is more competitive in acquiring patients than ever before. What’s a great way to stand out? Extra training and qualifications, great. I did postgraduate training and attended more or less every aesthetic course in the UK. Did that help with my case acceptance rate? Truth is, not so much.
You see, the thing is, if you don’t have composite bonding cases lined up for you in practice, there’s not much point going on composite bonding courses. So, what are the techniques you can ensure you do?
Well, let’s start with the basics – effectively communicating treatment plans is essential for improving case acceptance rates.
This article delves into proven techniques that dental professionals can employ to enhance patient understanding, foster strong relationships and ultimately demonstrate the value of investing in their oral health.
By utilising persuasive communication strategies, dentists need to ‘sell the sizzle, not the steak’. In other words – focusing on the benefits and experiences rather than just the procedures themselves.
Understanding the patient perspective
To increase case acceptance, it’s crucial to view treatment from the patient’s perspective. Many patients seek smile makeovers to enhance their confidence and self-esteem, but they often feel overwhelmed by clinical terminology and treatment options.
I mean, if you weren’t in dentistry would you know what ‘composite bonding’ or ‘feldspathic porcelain veneers’ are? Simplifying complex procedures or terminology into relatable concepts can greatly enhance their understanding. A good starting point is to actively listen to patients’ concerns about their smiles.
Before presenting treatment plans, building a strong relationship with the patient is essential. This can be achieved through genuine conversation and empathy. Topics to converse on can be on what hobbies they have, what they do for work, why they decided to come in today for treatment.
Not only will these questions help you understand what budget they may have, what their pain points are, where they spend their time in social settings but also help you build a bond with a patient and may give you topics where you can connect with them. By establishing a connection, dentists create an environment where patients feel valued and understood, laying the groundwork for successful persuasion.
The power of storytelling
Once rapport is established, storytelling can be an effective tool for persuasion.
Sharing relatable success stories of previous patients who underwent smile makeovers can illustrate the positive outcomes of treatments. This approach aligns with the idea of selling the sizzle, as it emphasises the benefits of treatment rather than the technical details.
By framing treatment options within the context of real-life experiences, dentists can make the benefits more tangible for their patients.
Logic and emotion: the key to persuasion
In dentistry, combining logic with emotion is crucial for effective communication. The phrase, ‘sell the sizzle, not the steak.’ Means patients need to understand not only the features of treatments like composite bonding or porcelain veneers but also the benefits these features provide.
By mixing logical benefits such as improved aesthetics and functionality with emotional appeals like increased confidence you create a compelling case for patients to accept treatment.
Clear and visual communication
Visual aids can significantly enhance a patient’s understanding of proposed smile makeover treatments. Utilising before-and-after photos, digital smile design simulations, or models can help break down procedures. When presenting a treatment plan, consider saying:
‘Here’s some photos of what we can achieve with composite bonding or porcelain veneers. This image shows the transformation we can create, so you know exactly what to expect. You can see how these treatments can make a positive difference in your smile and overall confidence.’ Photos and videos not only clarify complex information but also engage patients in a way that words alone may not.
Demonstrating value
One of the key aspects of better case acceptance is demonstrating the value of investing in their dental health. It’s important to highlight the long-term benefits and potential savings that come from proactive care versus reactive treatment.
Even with cosmetic treatments such as Invisalign, there are many health benefits from the treatment as well as aesthetic.
Addressing objections
Patients may have concerns or objections that prevent them from accepting treatment. Addressing these hesitations openly and respectfully is crucial. An effective way to approach objections is through the ‘feel-felt-found’ method:
‘I understand how you feel about the cost of these treatments. Many patients have felt the same way initially. However, they found that the benefits – like straight teeth, better gum health and boosted confidence – far outweighed their concerns once they experienced the results.’
This technique validates the patient’s feelings while guiding them toward a positive conclusion.
Follow-up and reinforcement
After the initial discussion of treatment plans, follow-up communication can reinforce the value of the proposed care. This could involve sending a personalised document that recaps the diagnosis, the treatment options and key benefits and drawbacks for each option, along with additional resources and testimonials from satisfied patients.
Conclusion
Improving case acceptance rates in dentistry, particularly for smile makeovers, involves more than just presenting treatment plans; it requires a strategic approach. By building strong relationships, employing storytelling, using visual aids, demonstrating value and addressing objections, dentists can effectively communicate the importance of treatment options to their patients.
In this way, practitioners can truly ensure that patients understand not just the procedures, but the profound benefits they bring to their lives. Ultimately, this approach fosters a collaborative relationship between dentist and patient, leading to improved health outcomes and practice success.
Catch up with Jana’s column:
- How to perfect leadership and team management in your practice
- Mastering entrepreneurship in dentistry.
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