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16
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2017
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Issue 2
CDA
at
W
ork
Given these perceptions, it’s not surprising that many patients interpret a dentist’s diagnosis as more of a
suggestion than a requirement, and defer to their insurance plans or their own judgment when it comes to
treatment.
In my own practice, when new patients come into the office, I make it a point to spend as much time listening to
their primary concern as is necessary. In many cases patients come to our office with a specific problem, and to
not address that problem would leave them feeling as though they were not being respected.
On recall or re-care appointments, I always have my dental hygienists inform the patient that I will be coming
in to do an examination and then discuss the diagnosis. My hygienists also inform patients that if they have
any questions regarding their treatment plan, “the doctor will be happy to review it with you and provide any
treatment options that will best suit your particular dental situation.”
When you spend time with patients discussing their oral health and treatment options — the what, why,
how long and how much — they’ll be more likely to trust you as a medical professional and accept your
recommendations. Patients may be unaware of their dentists’ goals and skeptical of their motivations, and have
the perception that dentists base treatment recommendations on their own financial objectives, rather than the
patient’s well-being. The result: patients are not always willing to pursue dentist-recommended plans, regardless
of the importance of those treatments.
Your patients need to know that the procedures you recommend will benefit their health and that you are their
trusted advisor. Above all, ensure that you include
choices
or
options
in all your recommended treatment plans.
Patients want to know that it is they themselves who make the final decision about a treatment that will affect
their dental and overall health care.
The cost of dental care can be surprising, so even when patients trust their dentists, they may hesitate to follow
dentists’ advice. Discussing fees is never easy, but it’s important that you pursue the conversation. Here are some
suggestions I hope will help ease that discussion, and build on the relationship of trust you have with established
your patients.
❘➤
Take time at the beginning of a visit to ask about your patients’ general well-being and explain
procedures as you go along. If you have an intraoral camera, take photos before treatment as well
as after so the patient can see what you are planning to do and what you have done. A picture
is certainly worth a thousand words. Many patients believe the hygienist cares more about them
than the dentist, because the hygienist spends more time with them. Exchange information; ask
your patients if they have any questions or concerns. No one wants to feel they’re being rushed
out the door or dismissed. Time spent with a patient is an investment in trust.
I once spent nearly 40 minutes discussing a patient’s concern over a failed root canal treatment.
When he came back several weeks later to have his treatment needs addressed, he also booked
his entire family for new patient examinations! He later explained that he had never had
someone spend so much time answering all his questions and giving him treatment options. He
appreciated that I took the time to do this and in response gave our office the privilege of treating
his entire family. Trust is something you cannot buy — it has to be earned one patient at a time.
.
❘➤
Talk about dental plans carefully. The question, “Do you have a dental plan?” implies that
patients will be treated differently if they are covered, and suggests that dentists are driven by
profit. In our office our new patient chart, which patients fill in when they arrive, has a section
asking whether they have dental insurance or if they are the person responsible for the account.
If it is insurance, we ask them to write down the insurance name, group, and policy or certificate
number. At the end of their first appointment I always let patients know (if I’m aware they are on
a plan) that our patient coordinators are “always available to help them with their insurance forms
or if they have any questions regarding their plans.” This way patients will understand that asking
about plans is part of our office service to help them and save them time.
C
onnect
Discuss