Many dental practices mistakenly believe that good patients leave because of the cost of care. While dental treatment can be expensive, it’s often the lack of communication about the value of care that causes patients to seek treatment elsewhere. In some cases, dental team members may unintentionally make patients feel shamed or dismissed, which can drive them away. Here's a breakdown of the real reasons why good patients leave, and how practices can prevent it.
Ways Dental Teams Unintentionally Shame Patients
Comments on Oral Hygiene
Criticizing a patient’s oral hygiene can come off as judgmental. For instance, saying, “You need to floss more your gums are a mess,” can sound harsh. A more constructive approach is to focus on education: “I see some areas that need extra care. Let’s work on this together.”
Insurance Confusion
If a patient is confused about their insurance coverage, responding with, “You should have checked your plan more carefully,” puts the blame on the patient. Instead, try: “I understand insurance can be confusing. Let’s review what’s covered and explore how we can make this work for you.”
Treatment Delay Shaming
Patients who need to delay treatment for financial reasons may feel pressured by statements like, “If you wait, it’s only going to get worse.” Instead, the team can acknowledge concerns and explain the situation without guilt: “I understand your concerns. Let’s discuss the risks of waiting and see how we can accommodate your timeline.”
Phone Skills: A Vital First Impression
The patient experience often starts on the phone. Poor communication at this stage can make potential patients feel unimportant, leading them to go elsewhere.
Solution: Train your front desk team in effective phone skills. Encourage them to ask open-ended questions, such as, “What brings you in today?” and to guide new patients toward booking with clear instructions, like, “I can find an appointment time that fits your schedule.”
Handling Complaints: The “AAA” Approach
Handling patient complaints effectively can prevent unnecessary loss. Using a three-step “AAA” approach helps keep patients satisfied:
Acknowledge the patient’s concerns.
Example: “I understand dealing with insurance can be frustrating. I’m here to help you with coverage.”
Address the issue with education.
Example: “Can we go over some options to help you get the care you need, even if insurance doesn’t cover it?”
Ask clarifying or guiding questions.
Example: “Can you share how your insurance has handled similar situations before?”
Selling the Value of Dental Care
Patients may leave because they don’t understand the value of the recommended treatments. If they don’t see how dental care benefits their overall health, they might perceive it as just another expense.
Solution: Encourage your team to read The Psychology of Selling by Brian Tracy and discuss how its concepts can apply to patient communication. This can help the team convey the value of oral health instead of focusing solely on costs.
Addressing Unreasonable Patients
This advice does not apply to the small number of unreasonable patients who disrespect your team or disregard policies. These patients are not your target audience. A dental practice should focus on respectful patients who value quality care.
Solution: Set clear boundaries for dealing with challenging patients and don't hesitate to dismiss those who fail to show respect. Your efforts should focus on patients who value your services and want to build a long-term relationship with your practice.
Preventing Patient Loss
The key to retaining good patients is strong communication. Equip your team with phone skills that create a welcoming atmosphere, train them to handle complaints using the “AAA” method, and invest in resources like The Psychology of Selling to better communicate the value of dental care. By fostering an environment where patients feel valued and heard, you can build loyalty and long-lasting relationships.