It’s a common scenario in every dental office: you deliver a clear, compelling treatment presentation, the patient seems receptive, but then leaves without booking an appointment. You’re left wondering what went wrong and where the breakdown occurred. The key to preventing these situations lies in clear, consistent communication, ensuring that treatment plans don’t remain incomplete due to misalignment or misunderstanding.
Here are some common communication pitfalls that can interfere with patient follow-through:
1. Assuming Understanding:
Even if you’ve presented the same treatment countless times, remember it may be the first time this patient is hearing it. Slow down your delivery, observe their body language and eye contact, and make sure they’re truly engaged. Pause midway to check in, ask if everything makes sense and whether they have any questions. People process information at different speeds, so tailor your pace and language to the patient’s comprehension level.
2. Reinforcing the Message:
Most people need to hear something multiple times before taking action. According to marketing principles, it often takes seven exposures to a message before someone commits. This doesn’t mean mentioning a crown at seven different visits, it means strategically reinforcing the message multiple times during a single visit. For example:
- During the morning huddle, flag the patient’s case.
- The hygienist introduces the need for a crown during the hygiene appointment.
- The dentist reinforces it during the exam.
- After the exam, the hygienist checks in to address any questions.
- At the front desk, the treatment coordinator or administrator references the crown again.
- The administrator then reviews the financials, reiterating the benefits and consequences in consistent language.
- If the patient still doesn’t book, a timely follow-up call or email ensures the conversation continues.
3. Providing Written and Visual Aids:
Regardless of the treatment’s complexity, always send an estimate via email or provide a printed copy. If possible, include a video of the dentist explaining the treatment. This gives the patient a chance to review the information later in a comfortable, pressure-free environment. If they haven’t booked by the time they leave the office, follow up promptly, again, using consistent terminology.
By applying these strategies consistently, your office should see at least a 75% treatment acceptance rate upon first presentation. Be sure to track this metric meaningfully, don’t rely on gut instinct alone, as it’s often less accurate than the data.
