You've probably experienced it many times. You take the time to thoroughly examine your patient. You review X-rays and clinical photos, listen to the patient's wishes and create a treatment plan that matches both needs and expectations. It all looks good until you present the price - and then the problems start.
Most treatment plans are presented from an educational perspective. We explain to the patient what's wrong, what the consequences can be if we do nothing, and we often give them a long lecture on optimal oral hygiene. When we think the patient has understood everything, we finish by mentioning the price - often with a shocked reaction from the patient.
Are you familiar with this situation? If so, what can you do to avoid it?
1. Build a strong relationship from the start
One of the biggest challenges arises if the patient doesn't feel seen as a whole person, but just as a mouth with problems. It's important that the patient feels listened to and understood - not just today, but every time they are in the dental practice. If the patient doesn't have this relationship with you, it can be difficult to sell a major treatment. When the patient feels seen and heard, they will also be more open to your recommendations.
2. Avoid teaching as a primary method
In dental schools, we are often taught that if we simply educate patients about what's going on in their mouth, they will choose the optimal treatment. But humans rarely think that rationally. If education alone was the solution, everyone would have a perfect BMI, abundant retirement savings and be non-smokers. It just doesn't work like that.
The teaching method works best after the treatment is done, when the patient can see the results. For smaller treatments, it might work - but when we're talking about large treatment plans, it's a different story.
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3. Plan separate case presentations for major treatments
If your treatment plan costs more than $4,000, you should consider booking a separate time for an actual case presentation. This is your chance to explain to the patient how you can help them, how the treatment will work and answer the questions that really matter to them: Does it hurt? How long will it take? Is it stuck? Can I smile? How can I pay? And most importantly: What does it cost?
In these situations, it requires a different kind of communication. It's a more time-consuming process, but the result can be a better understanding on the part of the patient - and an increased likelihood of them choosing the treatment you recommend.
4. Sell value, not just treatment
Selling anything requires the customer to see value in the product. This is true whether you're selling dental treatments, clothes or holidays to the Caribbean. Patients rarely immediately see the value in a dental treatment simply because we say there is a need. If you take the time to explain the possible consequences of not acting, the patient has something concrete to relate to. For smaller treatments, this increases the likelihood that the patient will choose the treatment.
For larger treatments, it's important not to exaggerate or promise too much. We want to avoid situations where the patient comes back ten years later with all their teeth intact after we have previously warned them about tooth loss in the absence of treatment. Credibility is key here and communication can often be customised to avoid these pitfalls.
5. Communicate effectively with patients about major treatment plans
When you have a treatment plan costing over $4,000, the patient already knows there's a problem. These patients have heard it all before about oral hygiene, flossing and power brushes. The last thing they want to hear is a repetition of all this advice. Instead, they want to know how you can help them and what it will cost. They need clear answers to questions like: Does it hurt? How long does it take? Is it stuck? Can I smile? How can I pay? The more specific you are, the more comfortable the patient will be.
If you want to offer larger treatments that can also increase your dental practice's revenue, you need to take the time to talk to patients thoroughly and present their options in a way they can understand and appreciate.
Want to get even better at patient communication?
Effective communication with patients is not just a necessity, but an art that can increase both patient satisfaction and revenue in your dental practice. If you want to refine your patient communication skills, I recommend my online courses that cover these very topics. You'll learn strategies for presenting treatment plans in a way that helps your patients understand the value and make informed decisions.
You can read more about the courses here:
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Kind regards
Dentist, consultant & coach
Jesper Hatt
P: +41 78 268 0078
‘At Hatt Consulting, we understand that dentists and practice owners have big dreams and goals for their practice. We are dedicated to helping you turn your ambitions into reality through personalised consulting, tailored online and in-house clinic training.
Whether you want to improve management skills, optimise dental practice operations or build an exceptional patient experience, we are here to guide and support you on your journey. We offer customised solutions to fit your unique needs and goals.
Contact us today and let's create a strategy and action plan together to help you achieve your dreams and create a successful and sustainable dental practice. Let's work together towards a future where you thrive as a dentist and practice owner.’
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