In Dental Economics this month, Susan Holler relates how you can initiate a cosmetic focus from a patient’s first dental visit. From phone call to office tour, the first contact(s) with the office are critical in establishing a good impression. They also provide a casual opportunity for information gathering in regards to the patient’s concerns, goals, and past experiences.
Most dentists place great impact on the new patient interview. Its is then when the patient will develop a respect for and trust with the dentist – or not. The interview is a great time to talk about esthetics and how the dentist can solve problems with a little bonding, some veneers, or teeth whitening.
According to Holler, education and motivation are the next imperative point in the new patient experience. Dr. Larry Emmott, our own DentalBlogs guru on technology, recently posted at Emmott onTechnology.com information about SmileOver. This new software supplements educating and motivating the client by offering digital smile previews by computer or phone. (SmileOver is actually a great way to draw in new patients.) So back to education and motivation in your office. Of course CAESY and some of the other big names in educational videos can provide your patient with visual information, which is often easier to digest than a brochure. But your team should educate patients on the benefits of having recommended dental work performed sooner, rather than later. Even for cosmetics, focus on the health benefits. For instance, Invisalign moves teeth to improve appearance, but straighter teeth are also easier to clean, which reduces problematic areas where plaque builds up, food gets stuck, and cavities form. You get the idea.
And, of course, closing the sale is vital for both you and the patient. But you’re a dentist, not a salesman, right? If you want to be successful, you’ll need to wear both hats – or train your team to sell for you. And the sale usually does not end at that new patient visit. Holler writes, “In essence, each appointment may require a journey through each of the four phases.” Meaning that you may have to close the deal at every appointment if treatment is phased. Working with insurance, offering financing options, and phasing treatment can make the financial burden of dental care easier to shoulder for some patients. We all want the patients who prepay for a full treatment plan and get excited about seeing their transformation, but in many cases, finances are an issue – especially for cosmetics, which insurance companies won’t cover.
There’s no magic formula for selling dentistry, cosmetics or restorative. Building a relationship of integrity and trust, talking with patients to work thru concerns and problems, educating patients on their clinical and financial options – these keys can boost cosmetic work in almost any bread and butter dental practice.
SOURCE & LINKS:
Dental Economics