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FOCUS | ISSUE 1 | 2010


PRACTICE PEARLS RULES & REGULATIONS


“Motivate” patients, increase retention Close the gap by removing filters, starting fresh each time, going beyond expectations


by Gary Kadi Attracting more new patients is consistently one of the top concerns of practicing dentists today. This concern and need most likely gener- ates from the gap between a sufficient supply of new patients coming through the front door of your practice, and then quietly leaving out the back door. Instead of putting resources in marketing to attract new patients, practices should shift their focus to retaining patients. By removing our relationship “filters”, starting fresh with every patient and then serving them beyond their expectations, we can close the gap.


FILTERS The key to patient retention is building a rela- tionship by finding out what people want and then giving more. To do this, we must lower our filter. A “filter” is a preconceived notion we have about someone else. For example, we may believe patients can’t afford a $10,000 treatment plan, so we recommend a $2,500 plan, which is based on our own filter, not the patient’s true needs or desires. Overcoming this natural tendency takes practice and requires use of the technique described below.


BLANK-SLATING One technique to identify personal motivators and avoid using old filters is to “blank-slate” your patients. From one appointment to the next, patients and their circumstances may change. Blank-slating is a conscious choice to start fresh with each patient instead of assuming previous decisions about their oral health dictate their current or future behavior. For example, just because Mrs. Smith hasn’t accepted recommended dentistry in the past, don’t assume she won’t today. Instead, ask for her personal motivator. “You’ve been a loyal patient here, Mrs. Smith, and it’s been a privilege for me to work with you over the last several years. Part of my commitment to you as your dentist is to keep myself updated on any changes in your life that may impact your dental needs. So, before we get started today, could you share with me what’s important to you when you come to the dentist?” From this


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conversation, you will identify the patient’s personal motivator, which is the foundation for retention and case acceptance.


THE RE-CARE CALL The re-care coordinator has two roles: reacti- vate the patient and recover the patient if they are not returning. The key is having a complete and accurate list of people that are due back, and their personal motivator, so the re-care co- ordinator can engage the patient in a relevant way. If you don’t have the personal motivator, speak to the patient in terms of what it means to them to come back in for care, not what it means to you. I don’t believe in scripting, but I do believe if you have good intentions, the right words will come. Here’s an example of how a re-care call might go if you don’t have the personal motivator:


“Hi, this is Gary, I’m calling from Dr. Smith’s office, is Leslie there? Hi, Leslie, do you have a moment?” (Anytime you phone a patient, ask if they have time to talk to you. If they say “Yes,” you have their attention and their permission.) “I’m calling on behalf of Carrie, your hygien- ist; she’s concerned that we haven’t seen you in our practice this year. Is everything okay? Is there something related to our practice that is preventing you from coming back? We want to make sure everything is right so you get the care you need.”


It’s all about coming from a place of caring, and letting patients know they’re genuinely missed. If the patient indicates that the prac- tice has done nothing to prevent them from coming in, your next question should focus on getting the patient scheduled.


If you have their personal motivator, the call would be much more personal. Let’s say the patient, Leslie, indicated the reason she wants good oral health is because she wants to look professional for her business and look great for her husband. Here’s how that call might sound:


“Hi, Leslie, how are you? Wow, winter is here already… did you get a chance to get away and spend time with your family? We haven’t seen you for a while. We want to make sure


you are maintaining your oral health and keep your teeth for life, providing proper care. Can we help you schedule your next appointment now?”


BREAKING DOWN BARRIERS During re-care calls, patients often put up barriers to avoid making a new appointment. As the call with Leslie continues, she may schedule her appointment or she may put up a barrier. For example, she might respond, “I’d like to make an appointment, but yes, I did take a ski vacation with the family, and I really don’t have the extra cash right now for dental care. I’ll call you back in a few months.” Again, always be patient-centric and provide solutions for anything that prevents the patient from returning for care. “Leslie, believe me, I have a family myself and understand your hesitation. As your dental provider though, I must say that your mouth decay problem will likely get worse if you let it go untreated for much longer. Which means you may end up investing more in your oral care later on. Our practice offers several payment options to make your care financially comfortable, including no interest payment plans.”


Ultimately, patient retention is a process that is dependent upon the effort the team makes to create patient relationships. When you treat patients like they’re friends and family, they’ll be less likely to leave out the back door, and more likely to invite their friends and family to your front door.


Gary Kadi is a speaker who inspires, an author that challenges and is founder of NextLevel Practice, a dental consulting firm. Gary actively invites reader ideas and comments at gary@garykadi.com or 480- 620-3446.


Online Resources


Free Audio CD “3 Steps to Grow Your Practice Starting Today” www.carecredit.com/resource-center


If you’d like to learn more about this topic get Gary Kadi’s free educational audio CD “3 Steps to Grow Your Practice Starting Today” comple- ments of CareCredit. Call 800-300-3046 and access a complete audio library online.


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