By Dr. Nate Booth

Do the words "case conversations" sound strange to you? In dentistry, we typically use the words "case presentations" don't we? I believe there are important philosophical, psychological and practical differences between "case presentations" and "case conversations."

With case presentations, the information only flows one way -- from you to them.
With case conversations, the information flows both ways.

With case presentations, the tone is more formal. You're the professional telling patients what you believe they should do.
With case conversations, the tone is informal. You're friends discussing what's best for the patients.

With case presentations, the process is rigid. You have a set case presentation agenda.
With case conversations, the process is flexible. You respond in unique ways and go in unique directions in response to what they say.

With case presentations, the patients reject or accept comprehensive care in one big leap.
With case conversations, the patients make several small steps to the care they believe is best for them.

Change your mindset first
In order to make the switch from the case presentation approach to the case conversation approach, you're going to have to make a switch in your mindset first. The case presentation mindset is, "I'm the expert. Here are you problems. Here is what I think you should do to correct them." The case conversation mindset is, "I'm a friend and consultant who's here to understand you're unique problems, desires and life situation. Given the information you've shared with me and my knowledge and experience, here are a couple ways you can solve your problems and gain your desires."
I hope you're beginning to buy into the case conversation concept. I believe it's the right approach for three reasons:
1. It's more respectful to your patients. They will enjoy their time in your office more because they are active participants in the process.
2. It's more enjoyable and interesting for you. Instead of being a professional expert who tells, you are a consultant who understands and serves.
3. It leads to higher levels of case acceptance. Now the patients and you are both winners.

Seven case conversations
There are seven conversations needed to help patients make a series of small, easy and comfortable steps to case acceptance. The conversations include, but are not limited to, the:
1. Marketing Conversation -- You create a practice brand that resonates with a certain group of people. They reach out to you via the web and/or phone.
2. First Phone Call Conversation -- You begin to connect with them. They begin to connect with you.
3. Before-The-Examination Conversation -- You understand them as you learn their past, present and future stories. They understand your office philosophy and the services you provide.
4. Examination Conversation -- You and they become educated about their clinical condition in the gum and bone, restorative, replacement and cosmetic areas.
5. After-The-Examination Conversation -- You and the people needing comprehensive dentistry have a general conversation about the possible care. They inform you which direction they want to proceed.
6. Solutions Conversation -- You and they discuss specific solutions and financial options. They make the decisions that are best for them.
7. On-Going Conversations -- When you ask people which solution works best for them, they are going to answer with some form of "yes, no, or maybe." The on-going conversations you have from that point will depend on their answers and the actions they take. This conversation may last for years.

Dr. Nate Booth is a speaker, consultant and author who provides dentists with the information and systems they need to thrive in their dental practices. Nate teaches case acceptance at the South Beach Dental Institute and is a practice management advisor for ChaseHealthAdvance. He is the creator of the in-office, DVD-based program The "Yes" System: How to Make It Easy for People to Accept Comprehensive Dentistry. For more information go to www.theyessystem.com or call 800-917-0008.