Has the economy impacted your practice? I hear conflicting reports from all over the country. Some offices are reporting that they are busier now than ever – what slowdown am I talking about? Others mention that cancellations are on the rise and patients are reluctant to commit to treatment.
I was recently asked if reduction in patient spending would affect the implant industry. My answer was yes, but not as much as if a recession had occurred five years ago. And I fully realize that it hasn’t been called a recession but – as we all know – patient perception is our reality. The reality is that dental offices are competing for discretionary dollars that can be used for gas, school clothes or summer vacation.
So what is different from five years ago? Two important factors: familiarity with implant dentistry and changing insurance coverage. This month we shall discuss both your comfort level and your patients’ familiarity with implant dentistry. Your patient base has probably heard of implant dentistry (hopefully from you) but did not know if it was right for them.
As dentists and auxiliaries became more comfortable with the technology and the solid research behind it, the treatment room chatter about tooth replacement and prosthetic stabilization increases. Of course you’ll use more patient-friendly terms but the message is still the same. Implant treatment is usually the preferred method of tooth replacement. The same confidence in recommending a composite over an amalgam filling is felt when discussing options to replace a missing tooth. Patients can pick up on indecision in treatment planning so be sure that you are familiar with the procedure and terminology – especially if you are coordinating care with a referral. Nothing can undermine a patient’s confidence more than hearing conflicting advice from other offices. Since most dentists are not born salespersons, the confidence in recommending implant dentistry comes from believing that the treatment is optimal.
Train your team to back up your treatment recommendations. I’ve had more than a few doctors tell me that their team can sell their dentistry better than they can. Comments I hear often are that “my patients just love Angie” or “they like talking to her more.” If this is true in your office, let’s work on communication skills for everyone. Let’s talk about the communication skills of your team members. All office members can be your dental ambassadors with the right training – start with the clinical knowledge and then proceed to the verbal skills. Do it the other way and you could end up with wide ranges of patient expectations. Hold a meeting for every team member to review your implant protocol. Does your team know which types of implants you place? Are there certain sites you would rather refer to a specialist? Regular readers of my blog know that I believe strongly in continuing education for the dental team.
I am very lucky to work for a dentist that understands that I can sell a treatment plan much easier than he can. He has incredible dental skills – I have good people skills. Once we added clinical skills to my bag of tricks, I was off and running. The number of courses geared for auxiliaries is on the rise so now is a good time to look for help in this area.
Now let’s talk about the doctor’s verbal skills. Talk about implant treatment options with your patients any chance you can. If they indicate that they are not interested, don’t be discouraged. Patient situations change and so do their wants and needs. A patient that just started a higher-paying job may now be interested in implant options since she has to be in the public eye more often.
“I know we’ve discussed implant placement for this space here – I still believe this is the ideal way to restore your smile. The teeth next to it have begun to shift. Have you given it any more thought?”
“Can you tell me if this partial is still doing the trick for you? We can place implants and put in a fixed unit."
Role-playing or scripting is not something you wake up in the morning wanting to do but believe me – it helps. The first few times are definitely awkward but it gets easier and becomes more natural. As you and your team bounce ideas and situations off each other you’ll find your groove. Couple your new verbal skills with your office’s imaging technology and create a winning case presentation. Your patients are asking for alternatives to partials and dentures and you have the tools to give them what they want – what are you waiting for?