Superior case presentations involve far more than just explaining procedures. Patients want to hear how they will benefit from treatment — a brighter smile, the elimination of pain, a healthier mouth, etc. Without an emphasis on treatment benefits, patients may have difficulty accepting the dentist’s recommendations.
For the best treatment presentation results, use these key concepts:
1. Treat every patient as an individual.
Before you see a new patient, learn 10 personal things about this individual. Psychologists tell us that when you learn 10 personal things about people, you are moving from an impersonal relationship into a more meaningful, professional relationship.
During the case presentation, the doctor should reference some of those personal facts. The practice should learn one new thing about patients each time they come to the office. By referencing personal factors, you are individualizing the case presentation before it even begins. People feel a connection that leads to a higher sense of trust and value for the practice and the recommended treatment.
2. Promote comprehensive treatment.
Most patients are potential candidates for any number of elective procedures, yet too many practices focus exclusively on the patient’s current needs without keeping an eye on the future. While offices definitely should address a patient’s immediate concerns, there also should be a focus on lifelong dentistry that takes a comprehensive view of the patient’s future dental goals. A motivating case presentation, combined with patient financing and other options, can turn an “I’ll think about it” into a “Yes.”
Due to the fear of rejection, some dentists cut back on the amount of treatment they present and focus only on basic dentistry, assuming patients will not have the money for elective treatment. This is a mistake. Patients will say “Yes” to cosmetic and implant dentistry ... but only if you make the case for treatment.
3. It’s not how much it costs; it’s how you pay for it.
Fees are often an obstacle to case acceptance. One way to motivate patients to accept treatment is by offering the following financial options:
- 5% discount for full payment in advance for larger cases
- Credit cards
- Half up front, half before completion of treatment
- Outside patient financing
Providing quality care to more patients is paramount to achieving greater practice success. Upgrading your case presentation skills will set you on a course to increased treatment acceptance and robust practice growth. Now is the time to improve your case presentation system and experience greater practice success.
To learn how to run a more profitable, efficient, and satisfying practice, visit the Levin Group Resource Center at www.levingroup.com/gp — a free online resource with tips, videos, and other valuable information. You can also connect with Levin Group on Facebook and Twitter (@Levin_Group) to learn strategies and share ideas.
Dr. Roger Levin is a third-generation general dentist and the chairman and CEO of Levin Group, Inc., the largest dental practice management and marketing firm in the United States. As a leading authority on dental practice management and marketing, he has developed the scientific systems-based consulting method that will increase practice production and profitability, while lowering stress. Dr. Levin has authored more than 60 books and over 3,000 articles. He presents 100 seminars worldwide each year.