An Offer You Cannot Refuse By: Thomas Giacobbi, DDS

The prolific hands of Patrick Wahl, DMD, MBA and Lorraine Hollett have penned another fine practice management resource titled Colossal Case Acceptance–The Eighth Wonder of the World. This book fits well with our focus on patient financing in this month’s issue of DentalTown Magazine. Numerous approaches to treatment planning exist and you should find the one that is best suited to your personality.

I enjoyed this book because the focus was anti-salesmanship and pro-relationship. One study club lecturer used the analogy of an auto lot to describe his office; he went on to say that he “just needed to get them (patients/auto consumers) into the office (on the lot) and then engage them in a long, complicated data collection followed by a treatment plan presentation at a separate visit. Colossal Case Acceptance takes an opposite approach. Wahl and Hollett advocate building a relationship with your patients that starts by simply listening to their chief complaint. Ask open-ended questions and listen to the entire response before you make judgments regarding their treatment.

Role-playing and discussion of common situations with your staff, can lead to consistent and graceful interactions with patients. One of the sections in this book is titled “The Concerns,” and it suggests responses to nine common patient concerns and objections. For example, “I only want my teeth cleaned. That’s all I want.” The suggested response to the persistent patient is: “Let me briefly explain the importance of the exam for you. The doctor thoroughly checks your teeth and gums for any cavities, infections or signs of oral cancer. All of these things and more add up to maintaining a healthy smile. I’d be happy to help you schedule an appointment if you’d like.” Reviewing these situations at a staff meeting can be a useful way for each team member to develop their own script for responding to common objections. I think the root of most practice management advice is to be consistent and have excellent systems.

Patient financial arrangements can be another treatment planning challenge. Patient objections related to payments are presented with recommended responses. This chapter encourages us to focus on the value of treatment provided and the ways we can help patients afford our treatment (pre-pay courtesy adjustment or outside financing).

The hygienist is a star in your colossal office because they have the opportunity to preview the patient’s condition and discuss it prior to your exam. “There are a couple of things I see that I’m concerned about. May I go over with you what I’m seeing here?” That phrase is a nice way to segway into a conversation about potential treatment. There is also a 10-step checklist for the hygienist to follow that will “create a culture of service in the hygiene department.”

Colossal Case Acceptance is a useful, well-written guide to the uncertain terrain of case presentation. I know you will find useful information to make your office run better, but if you don’t, there is an unconditional money back guarantee from the authors.

Rating:
Rated on a scale of one to five stars, five being the highest.

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The 60-Second Summary

Part I: The Patient–Be a good listener, make eye contact and use simple questions. Don’t try to sell your treatment.

Part II: The Experience–Great service, consistent approach to new patients and use appropriate language.

Part III: The Dentist–Explain the problem well and the patient will want the solution. Part IV: The Treatment–Instill value, watch out for technical jargon and show concern.

Part V: The Hygienist–Set the stage for treatment plan, they spend most time with the patient, standard protocol and answer patients’ questions.

Part VI: The Concerns–Dealing with common patient objections in a consistent manner.

Part VII: All That–Be confident, written treatment plan with fees and offer to “do that treatment today if you would like.”

Part VIII: The Schedule–Don’t let the patient leave the office without an appointment. If they must leave, then have a system for tracking the follow up that must be done to schedule their next visit.

Part IX: The Payment–Courtesy adjustment for payment in full at the time of treatment. Focus on how you can save the patient money. Use outside financing as an option.

Part X: The System–Treatment tracking system for unscheduled treatment plans. List of hallmarks of great service.

Part XI: The Specialist–Be sure their message, treatment and approach is consistent with your office values.