Introduction
Are you happy with your cosmetic production? Or is your schedule still dominated by single-tooth procedures? Many practices are struggling to make the transition to a more balanced service mix. What can you do to move beyond need-based dentistry?
To increase cosmetic production, Levin Group recommends these action steps:
1. Develop A Cosmetic Vision
How do you envision your practice in the next 3-5 years? Do you see cosmetic and elective procedures generating 30%, 40% or more of your total production? Think about where you want to lead your practice in the next several years. Write down your thoughts. Just brainstorm until you fill up a page or two. Put those pages away for a week or so. Review what you have written. Condense it into three or four sentences. It should exemplify what kind of practice you want to have in the coming years.
2. Share The Vision
Once you have your vision statement, share it with your team. Every member of your staff must “buy in” to what you are trying to accomplish. When the team has the same enthusiastic attitude as the dentist, they are able to provide the customer service necessary to increase cosmetic case acceptance.
Nothing creates an enthusiastic attitude for cosmetic dentistry like dental team members who have had procedures done and can share their positive experiences with patients. Many practices provide cosmetic services to team members as a courtesy or at an extremely reduced rate. When staff members become a walking advertisement for cosmetic dentistry, patient awareness increases dramatically.
3. Educate Patients
The dental team should educate all patients about the cosmetic services. Asking patients questions is often a good way to inform them about esthetic procedures. Here are a few questions to open a dialogue about cosmetic dentistry:
- Do you know that we offer whitening and other cosmetic services?
- Are you happy with your smile?
- Have you ever thought about whitening?
- Are you familiar with the benefits of cosmetic dentistry?
The above questions could be included in a series of patient scripts about cosmetic dentistry. Scripting is not only an excellent training tool for team members, but it is also an extremely effective way to educate patients about cosmetic services. Other methods of patient education include:
- Brochures, posters and other collateral materials that explain cosmetic procedures performed in the practice.
- Before-and-after photos and case testimonials from patients who are pleased with the results.
- Models allow patients to see a three-dimensional view of different types of cosmetic services.
4. Focus On The Benefits
Patient benefits are the heart of cosmetic case presentation. Taking time to tell patients how good they will look and feel about their smiles will result in increased case acceptance. Most patients are willing to listen to how cosmetic dentistry can enhance their appearance, especially since many of them are unaware of all the esthetic options now available.
Emotional decisions by their very nature are not based on logic or facts, but rather on enthusiasm, motivation and perception. What motivates patients to accept and pay for esthetic services is a desire to achieve a healthier and more beautiful appearance. Focus on the benefits, and patients will respond favorably.
5. Schedule for Success
Block time in the schedule for cosmetic dentistry so that patients can be quickly scheduled while they are still highly motivated to receive treatment. Most patients want to come in as soon as possible—usually within 7-10 days after agreeing to cosmetic treatment. The longer patients have to wait, the greater the chance they will cancel the appointment. The practice has not only lost a chance to perform productive cosmetic dentistry, but the opportunity for future patient referrals is also gone.
6. Make Your Office Shine
Patients are unlikely to accept esthetic treatment if the office atmosphere is not esthetically pleasing. When was the last time you redecorated your office? Has it been three years or longer? If it has, you may want to consider upgrading your office appearance. Look at the office through the eyes of your patients. How is the parking lot, landscaping and signage? How old is the furniture? Is it in good condition or has it seen better days? Is the carpeting worn or stained in places? Examine the walls, doors, and drapes. Do they create the right atmosphere for cosmetic dentistry? Or do they say something else? As a cosmetic dentist, you know that appearance matters. If your office were a patient, would it need a smile makeover?
7. Provide Superior Customer Service
The key to superior customer service is an educated dental team who exceeds expectations during every patient visit. Your staff should be knowledgeable about every cosmetic procedure the practice offers. Scripting and training of the dental team should be ongoing activities for the practice. When patients have questions or concerns, providing correct answers is important to building patient trust and exceeding patient expectations. For practices to expand cosmetic dentistry, superior customer service is not just a goal, but a necessity. Patient surveys are an excellent tool to measure the effectiveness of your customer service. Surveys can help practices validate the customer service offered by their teams as well as make improvements when needed.
Conclusion
These seven action steps can help you unleash the cosmetic dentistry potential within your practice. The first step is creating a cosmetic vision for your practice. The vision statement serves as a road map to future practice success. Once you have your vision, you are on the path to greater cosmetic success.
For a no-cost evaluation of your cosmetic dentistry potential, contact Levin Group at 888-973-0000 or e-mail your name, phone number and address to [email protected] with “Cosmetic Potential” in the subject line.