Practice management considerations: The right way to suggest smile enhancement to patients
Often, new and existing patients come to us with dentistry completed in previous years. Techniques and materials may have dramatically changed since the original restorations were placed. Think about home appliances: Have they added new features over the past two to five years? And what about automobiles or smartphones? The standard or even state-of-the-art care 5, 10, or 15 years ago may have undergone dramatic advancements.
Is there potential for improvement? Possibly. Probably. But how do you approach the subject? And when? And who does this? Can it be done without offending the patient or denigrating the previous dentist? Absolutely.
How? The patient may not initiate the conversation, but may be intrigued to pursue one if given the opportunity. As a consultant, I visit several offices annually. I see dentists—in the hustle and bustle of staying on a treatment schedule—miss obvious opportunities to bring up dental improvements. Begin all appointments with a conversation, not a procedure. Establish a relationship before you establish a procedure code. Codiscover treatment possibilities. Consumers “buy” from people they like—people with whom they have relationship. Plan time in the appointment regime to talk. Most patients are visual learners; they have to see to understand. Use visual aids such as photography of similar cases, video learning, and treatment simulation to help the patient see what you see.
When? The more you incorporate conversations into the routine of new-patient and recare examinations, the simpler the routine becomes. Make it the standard, with few exceptions, to introduce smile rejuvenation or enhancements to your patients. Let them decide whether or not they are candidates for the beautiful dentistry you can provide. Never assume patients cannot afford or aren’t interested in improving their dental health or appearance.
Who? The opportunity to present treatment enhancements begins with the practice’s website and social media platforms, but it must be carried through by everyone on the team. From the initial visit to the recare appointment, everyone on the team is responsible for highlighting treatment opportunities that exist in the practice. With training and practice, it can be done with professionalism and consideration that will put patients’ interests first.
—Debra Engelhardt-Nash