Does this sound like you? Are you a treatment presentation wimp, startling like Bambi and running away from every possible awkward encounter only to make your treatment coordinator jump in and salvage the wreckage? You’re not alone, it’s story time.
Dr. James had a reputation for providing top-notch dental care to his patients. However, there was one aspect of his job that he struggled with: presenting treatment plans. But now, he was faced with a particularly challenging case. A patient named Susan came to him with an extensive full-mouth rehabilitation that would require a treatment plan north of $40,000. As he sat in his office, reviewing the case and preparing for the consultation, Dr. James felt his palms begin to sweat and his heart rate quicken. He knew that this was going to be a difficult conversation.
When the patient arrived, Dr. James sat down with her and went over the treatment plan, outlining all of the procedures that would be necessary to improve her oral health including SRP, fillings, crown preps, and implant placement followed by an occlusal guard. He could see the worry and concern on Susan’s face as she listened to the cost of the treatment, and he could feel his anxiety levels rising.
Despite his fear, Dr. James decided to take a deep breath and approach the conversation with empathy and honesty. He acknowledged that the cost of the treatment was high, but he emphasized that the treatments were necessary to improve her health and prevent further problems down the road. Usually, he tended to quickly talk over himself and justify the cost, apologize to the patient, or offer a cheaper and inferior option. But at this moment, he realized he feared his rejection and dared to sit quietly and let Susan process things after he had shared the treatment plan that he knew he would want for himself if he was in Susan’s shoes.
After what seemed to be an eternity, she offered “I know you’re right, this is the direction I want to go” she paused. “No, I NEED to do this! But let me level with you, Dr. James. I don’t have the cash saved up. I thought it would cost half that much. Is there any way you can work with me?” He explained that his team would work with her on finding a payment plan that would fit within her budget. To Dr. James’s surprise, after meeting with his treatment coordinator, the patient was grateful for his honesty and was willing to move forward with the treatment plan. She appreciated that he took the time to understand her concerns and that he was willing to work with her on a solution that would meet her needs.
After leaving the consulting room, Dr. James collapsed into a chair in his private office. He was emotionally exhausted, but he was proud of himself. He’s finally overcome his fear of rejection and would be able to have critical conversations with his patients for the rest of his long career.
Now back to you. You’re a genuine dentist that cares about your patients and you have the CE and hand skills to back it up as a super GP. But you’re weak in interpersonal skills and don’t get to do the cases you were born for. Besides just having the courage to get over the awkwardness, and realizing it’s not a personal rejection if a patient says no to treatment, here are some actionable steps you can take to improve your treatment plan presentation skills:
- Educate your patients: One of the main reasons that patients may be hesitant to accept treatments is that they don’t understand what the procedure entails. By providing clear and comprehensive information about the procedure, you can help ease your patients’ concerns and increase their comfort level. Emphasis on the clear and concise. As a multiple practice owner, I’ve worked with a lot of new grads over the years, many of them destined to go on and become excellent dentists and amazing communicators. But Beethoven didn’t sit down to the piano on day one and compose anything noteworthy. Likewise, their first attempts at treatment communication were clumsy, filled with insecurity papered over with big words they learned in school to hide their primal fear. And the patient’s eyes…bewildered looking around the room for help. Then the assistant chimed in “He’s saying you need a root canal and crown on your molar” A look of relief from the patient “Oh is that all?! I thought it must be terminal when I heard my dentin tubules had been invaded by streptococcus mutans giving me irreversible pulpitis!” The good news is it gets better with practice, and you get way better when you grade yourself and ask others to do the same. One of the many benefits of multiple doctor practice and mentorship. You can also use visual aids, such as videos or images, to help explain the process and give your patients a better idea of what to expect.
- Use an intraoral camera whenever possible. I’ve written about this before in detail, but in a nutshell, a picture is worth a thousand words.
- Address their fears: Many patients are afraid of dental treatments due to previous negative experiences, fear of pain, or anxiety about the outcome. By acknowledging their fears and addressing them head-on, you can help to calm their nerves and make them feel more comfortable. You can also offer sedation options, such as nitrous oxide or oral conscious sedation, to help alleviate their fears and make the procedure more comfortable for them. A word of caution with this, avoid trigger words because most patients have some level of anxiety that you don’t want to inflame. Instead of “We’re going to cut your gums open, peel them back and drill a hole in your jaw” try “We’ll place a medical grade dental implant where your tooth root used to be.”
- Communicate openly: Communication is key when it comes to improving treatment acceptance from your patients. By taking the time to listen to their concerns and answering any questions they may have, you can build trust and foster a positive patient experience. Additionally, by keeping your patients informed throughout the process, you can help them feel more in control and confident in the treatments you recommend.
- Offer flexible payment options: For many patients, the cost is a major barrier to accepting dental treatments. By offering flexible payment options, such as financing or insurance, you can help make treatments more accessible and affordable for your patients. Additionally, by breaking down the cost into manageable payments, you can help to ease any financial stress they may be feeling.
- Create a welcoming environment: The atmosphere of your dental office can play a big role in how your patients perceive their visit. By creating a welcoming and relaxed environment, you can help to reduce anxiety and make your patients feel more comfortable. Simple touches, such as offering snacks, playing soothing music, or having comfortable seating, can all help to create a more positive patient experience. Your team members in the office play a huge role in how the patient perceives the experience. Make sure everyone on your payroll is on board with the service part of the service industry. One bad interaction reflects poorly on your office, your bottom line, and your reputation, whereas a culture of going the extra mile for patients will bring good vibes and internal referrals.