Cliff's Notes

The Business of Dentistry

The Truth is, They Don’t Believe You!

Cliff’s Notes for November 16, 2015

Cliff Marsh, Henry Schein ……Cell: 201-321-7494……Fax: 201-262-2210


The Truth is, They Don’t Believe You!

Oh No!

No, this is not about politicians, it’s about you, the dentist. You are the nicest person in the world. You have an honest concern for the general health and well being of you patients and team. You tell a long time patient that you see a “crack” in a tooth and it will require a crown. You show them an intraoral image with your camera and they acknowledge the problem. And then, when you leave the room they ask your assistant or hygienist “do I really need that”.

I have so many clients that tell me how their patients trust them and accept their suggestions on treatment planning. That’s when I walk them up to the front desk and ask the front office team “do patients ask if the doc is good” and the answer is always the same “yes, all the time”.

The average patient trusts the dental team more than the dentist. The truth is that they see the Mercedes in the parking lot and they also see the $1200.00 for the crown going into the docs pocket. Now we know that is not true, but that is what your patient sees. They see your team as the “working girl/guy” struggling with life like they are and they relate to it.

So, how can you use this mind-set to improve your practice and overall production? Give your team a game plan. Script them on how to reply to patients in their own words. You need to express your passion in what you are saying, you need to be a leader.

Why did I change dentists 15 years ago? They were a great modern office but when they scripted the team, there was no passion. Don’t get me wrong, the staff was great but then they became robots reciting a script. Also, knowing who I was and what I do, they were scripted and attempted to sell my wife a “fad” cosmetic procedure. The team was never brought on-board and never bought into the program.

Patients hear what they want to hear. Dental teams often say more or less than they should. The morning huddle is a great time to review any parameters, production goals and unique patient considerations. This may be the most important part of your management day. It gets everyone on the same page and reinforces the office culture.

The team that plays well together stays together and wins. The culture in the locker room (the office) is essential for the patient experience. When your team members can reply to the “crown” question, saying with passion “Oh my goodness, the doc may be the best I ever worked with” , then you are on your way to the promised land. It all starts with your leadership and developing a championship team. Also, don’t forget that a properly controlled monthly team meeting will help you refine the process.

Please feel free to contact me at any time with any questions or concerns.

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November 16, 2015 - Posted by | Uncategorized

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