HOW TO PRESENT, CONVERT, AND CLOSE MORE CASES
How many new patients are you seeing each day that require some type of treatment? Several, right? You would think that if they seek treatment and want the best care possible, it would be an easy YES! Right? It’s unfortunately a bit more complex than that. We will walk you through the steps to running a well oiled machine that will get your patients to say YES!
CREATE A WELCOMING EXPERIENCE.
The National Library of Medicine estimates that 36% of people suffer from dental anxiety and fear, with another 12% experiencing extreme dental fear. These statistics show why it is imperative to create a warm, welcoming, and inviting experience for your patients, as it’s already difficult for them to even walk through the front door.
A patient’s journey through your office from your website, to the initial phone call, to the comprehensive exam, to scheduling and completing treatment, can make or break the case acceptance cycle.
One of the easiest ways to immediately win your patient over, is by having the provider (Doctor or Hygienist) send a quick video message to their new patients coming in tomorrow. This builds value to the patient and shows that their busy provider is taking time out of their day to send a personal message. It takes minimal time and effort but leaves a lasting impression.
In this message, you are welcoming the patient by name and stating how excited you are to see them tomorrow. If there are any questions you can answer before then, please text back or call the office. This whole process can take 10 minutes, max, which makes it easy to schedule at the beginning of the day, right after the morning huddle.
SETTING THE RIGHT TONE:
It is very easy to overwhelm a new patient during their initial visit. Setting the tone and asking the right questions will help reassure the patient that they are in the right place. Be sure to give your undivided attention to the patient. Block out enough quality time in your schedule and take control of the conversation.
Build rapport & an emotional connection: People buy from people they trust
Never judge a book by its cover. For every encounter in the office, the patient should feel seen, heard, and cared for. Before diving feet first into the exam, treatment planning, or treatment presentation, build a foundational relationship with your patient.
- Get to know something special about them, something unique, what do they do for a living, what are their hobbies, or do they have any special events coming up?
- Always record and remember the conversations you have with the patient that stand out; relate it back to the recommended treatment during the presentation phase. When a patient returns to your office:
- Ask how their vacation was or how was the special event they just attended
- Note their concerns, fears, and obstacles, and be sure to reassure them every step of the way that they are making the right decision. Consider adding these notes to the patient’s appointment block so all team members are alert.
Ask clarifying questions
Imagine leaving a dental office feeling confused and unheard. During both the exam and the treatment presentation, be sure to ask clarifying questions.
- What are your long term goals for your oral health?
- On a scale of 1-5 (5 being the best), how do you rate your overall satisfaction with your current smile and oral health? How is it impacting your life?
- Have you seen another dentist about your concerns? If so, how long ago?
- What went well, and what, if anything, would you like to see done differently?
- Do you have any immediate concerns you’d like to address first?
- How quickly would you like to get started with treatment?
- {Ask on a questionnaire, not in the exam room} How do you prefer to pay for dental treatment?
- Pay in full to receive a discount, or make monthly payments with low to no interest, or I’m not sure.
After you ask a question and the patient answers, repeat it back and say, “So what I’m hearing you say is…. Is that fair to say? Am I on the right track? Am I in line with what you’re thinking?
It is the job of the provider to diagnose and recommend the best possible treatment for the patient, and it is the job of the treatment coordinator to schedule and advocate for treatment completion. One of the best ways to do this is not only by building trust but also by bridging the gap between what the patient wants and what the provider deems necessary.
*Many of these questions can be answered prior to the patient’s exam via a
“Dental Interview Questionnaire” that can be included in the new patient paperwork.
COMPREHENSIVE TREATMENT PLANNING
Focus on quality of life, not quality of teeth
One of the best ways to get your patient to say YES is to imagine how much impact this treatment will have on their quality of life and how confidently they will be able to present their new smile. These goals can range from being able to eat what they want to being able to smile confidently in front of others to being able to kiss their spouse again. You aren’t just selling ‘teeth’; you’re selling functionality and emotional confidence.
Before you begin your exam process, take both intraoral and extraoral photos. It is ideal to have two monitors, either side by side or one above the other, to display their photos on one and a healthy smile on the other. This tactic is certainly not to scare the patient but to emotionally connect them to what they have and what is possible.
It is highly recommended that every office have a radiograph policy or standard of care. All new patients should have a CBCT (if possible) or a pano, a complete FMS, and intraoral and extraoral photos. Although it may seem time consuming, with the right system, you can have this down to a science. It is imperative for patients to feel the value of their treatment by reviewing their entire mouth as well as having before and after shots.
Building a solid case presentation
Although each dentist will approach case presentation differently, the foundational tools should be aligned with optimal patient care. The following outline will play a vital role in building trust with your patient and increasing case acceptance.
- Simple language for patients to understand:
- Speaking in medical/dental terms too much can confuse the patient, leaving them unclear on what the recommended treatment is and how it helps them. Break it down, human to human.
- Visual Aids:
- Showing the patient their photos and X-rays on a large screen is imperative. Using visuals such as procedure brochures, flip charts, and drawings can help patients clearly understand the process. For any implants, crowns, bridges, aligners, or dentures, use physical models during your presentation.
- Detailed plan:
- Patients want to know what the best course of action is, and if they can’t afford that option, what is their next best step? Use the phrase, “If you were my mother, I would recommend X treatment.” If an alternative option needs to be discussed, be sure to express the potential risks of not pursuing the recommended plan. The ultimate goal, of course, is to get your patients to say YES to the comprehensive treatment plan. However, getting them comfortable enough to even take one small step will, with the right steps, lead them to eventually completing treatment.
- Reward vs Risk
- Confirmation of understanding:
- Many patients nod in agreement that they understand the proposed treatment and steps to completing it, when in fact, most have no clue, which will quickly turn your YES into a NO.
HANDOFF
Handoffs are a crucial part of success. By handing off effectively, you are essentially communicating all important information and creating urgency behind your presentation. Handoffs occur in several areas of the new patient’s journey.
- Front desk to Assistant or Hygienist
- Assistant or Hygienist to Doctor
- Doctor to Treatment Coordinator
To execute the perfect handoff, always follow the next three steps:
- Introduce
- Endorse
- Handoff
- Front Desk to Assistant or Hygienist
- The front desk needs to have all data correctly entered into the PMS and communicate any important information collected at check-in, such as whether the patient is on a time crunch, brought someone with them, or has concerns about xyz. Then informs the clinical team that the patient is ready to be brought back
- Assistant or Hygienist to Doctor
- Mrs. Jones, this is Dr. Smith that I’ve been telling you so much about. You are in great hands. He is the expert in getting you the care you deserve. Dr. Smith, Mrs. Jones is here because abc, her primary focus is xyz. She mentioned (emotional connection).
- Doctor to Treatment Coordinator
- Mrs. Jones, this is Kristen, our treatment care coordinator. She knows my schedule better than I do and will be sure to answer all of your non clinical questions. Kristen will be your point of contact, and you can trust that she will guide you through the process. Kristen, I would like to see Mrs. Jones no more than 10 days out to begin treatment. She has xyz going on, and I am concerned about the potential risks of not treating this right away. We talked about xyz and she has some questions around cost and what her insurance will cover.
Never discuss finances or the cost of treatment in the exam room; always leave that to the treatment coordinator. There has to be a separation between clinical and financial in order to build urgency and the value of the treatment.
IDENTIFY & BREAK DOWN BARRIERS TO ACCEPTING TREATMENT
Most dental practices deliver high quality patient care but struggle to understand what is really holding the patient back from saying YES. Although there are several barriers that patients may encounter, there are a few main roadblocks that stand in the way. One thing is true; you will quickly lose your patients if you don’t have an action plan to address each of them.
Cost
Finances are typically one of the biggest barriers to accepting treatment. Don’t take “no” lightly. Everyone’s view of “expensive” is different. First, you must build value and urgency with every treatment plan you present, no matter how small or large the case, relating it back to the patient’s wants and needs.
- What can they afford?
- “We offer a discount if you pay in full. How do you prefer to take care of your payment?
- “What is a comfortable monthly payment for you?”
- Split treatment into affordable phases.
- If the presentation is near the end of an insurance plan year, maximize their insurance by splitting the treatment over the course of the two “years.” Example:December and January
- Split treatment into quads, or by clinical priority
- Offer payment plans.
- Have multiple third-party financing options available. Ones that approve both high and low credit scores.
- Poor credit—do they have someone willing to cosign?
- Some lenders will allow anyone to be the account holder, with the patient as a secondary.
For those patients where cost is their true barrier, meaning you have ruled out all of the other barriers, be sure to assure them that everybody has a next step!
- Time to save funds
- Working with a credit repair company
Time
You may hear patients say they do not have the time due to their personal and work schedules. Don’t be afraid to ask the patient if they are ready to commit to their dental health by dedicating time to achieve their oral health goals. It is important to make it about the patient, find the benefit, and educate. Offer same day starts, if possible, and be creative with your schedule to accommodate patients.
Lack of Urgency
Many patients lack urgency. Your role is to educate them on their current condition of oral health and assure they understand the consequences of not completing treatment. This should include: Risks, Benefits, and Alternatives for treatment.
Be sure to tie into their “Why” when discussing this with the patient.
For example: If a patient’s “why” is that they don’t want to end up in dentures like their parents because they have watched their struggle for years, educate them on how taking the path of no treatment will most likely put them in dentures.
It’s most important for the Doctor to express urgency during the exam portion and again during the handoff to the treatment coordinator. The treatment coordinator should then translate that message again during the consultation.
“Dr. Smith expressed how urgent it was for him to see you back here in no more than 10 days. Do you prefer morning or afternoon appointments?”
Fear
Dental anxiety is real. This affects a lot of people, some to the point where it prevents them from seeking treatment. With these patients, you will want to slow down, listen, and acknowledge their concerns. The simple act of acknowledgment goes a long way. Reassure your patients that they are not alone.
“Most of our patients face the same fear and leave our office with a completely different outlook after their procedure. Dr. Smith and his team are very gentle and will be sure to take excellent care of you, keeping your fears in mind. I encourage you to read our Google reviews. This may help put your mind at ease”
Be sure to have an understanding of what your office offers to help patients through this:
- Sedation and anesthesia
- Headphones
- NuCalm
- Comforting items such as blankets and neck pillows
- Watch your words. Don’t say needle, shot, drill, etc.
Trust
One might assume cost is the biggest barrier preventing patients from moving forward with treatment, when in reality the biggest barrier is TRUST. Dentistry is emotional and intimate, so we must stay keenly aware of this as we communicate with our patients. Provide exceptional customer service with attention to detail, proper management of expectations, and excellent communication.
Some patients benefit from the feeling that they have some control over certain aspects of their dental care. There are many factors that may feel out of your control as a patient with a comprehensive treatment plan. Consider what you can give the patient control over to help them feel like they have autonomy over their care.
CLOSING THE CASE
Now is the time to wrap it up and tie it in a bow. If you have followed all of the steps listed above and your patient has gained your trust and security, you should have an easy YES!
Conclude by having the patient repeat back to you what the next steps are to gain insight on how much they fully understand. Then, as the treatment coordinator, you repeat to them what you’re going to do from here and finish the walk out process.
Understandably, not all patients will accept treatment right away. Before dismissing the patient, be sure to schedule a follow-up within an agreed-upon time frame. This follow-up can be done over the phone, by email, or by text to prompt the conversation.
CONCLUSION
Although optimal results will be shown when all areas of case presentation are solid in your office, don’t feel as though you need to jump in and implement them all at once. The steps to creating the ideal presentation take time to master.
When consulting with patients throughout their dental journey, we must be aware of each barrier and stay ready to break these barriers down, ultimately helping your patients get what they want. This takes mindfulness, patience, great communication skills, and confrontational tolerance.
Lastly, ensure their next appointment is scheduled. This could just be a recare/check-up visit. If they don’t accept now, their next appointment is another chance to get them to agree. If you are co-managing these patients, be sure to communicate to the other office what was presented and what the next steps are to stay in alignment.
P.S. If you enjoyed learning how to increase your case acceptance rate, I encourage you to read the book Influence: The Psychology of Persuasion by Robert B. Cialdini, PH.D. Here’s a sneak peak….
Influencing Case Acceptance: (Robert B. Cialdini, PH.D.)
You will gain a better understanding of how the 6 principles of persuasion will influence your patient journey and ultimately, your case acceptance. Here is an example of the principle “Liking.”
- Liking Rule #1: If we like to do business with those who are like us, then find similarities with your patients before you get down to business
- Liking Rule #2: We like to do business with those who like us. Try to find one genuine thing you can praise or compliment them on before you get down to business.
- Liking Rule #3: People like those whom they cooperate with. When possible, use language that “unifies” relationships. Talk about what WE are doing, where WE are going, about OUR goals, how things affect US.
