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Speaking to Patients: Harnessing the Power of Words Fred Joyal

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— by Fred Joyal

In dentistry, much of your success depends on what you do – the quality of your treatment, how well you accommodate patients or how many services you offer. But what many dentists fail to realize is that there is also significant power in what you say.

When it comes to their dental care, human beings are hesitant, skeptical, lazy and sometimes flat out irrational. That means choosing the right words to describe your practice and your treatment is crucial if you want to keep them from slipping into avoidance and procrastination. After more than 20 years of working with thousands of dentists and interacting with millions of patients, I’ve learned that there’s a right way (and a wrong way) to say just about everything. I’ve seen successful dentists who speak to their patients in a way that makes them feel welcome, inspires confidence in the dental team and encourages them to refer their friends and family. I’ve also seen those who inadvertently turn patients off on the first phone call or scare them away after the first exam. The key is understanding that your words always have an effect – and that taking some time to perfect them can add up to huge success for your practice.

New Callers
If your marketing is working, you hopefully get plenty of calls from new potential patients in need of your care. But as you and I both know, a phone call is not the same as an appointment, and it’s all too easy for callers to change their minds, cancel the appointment or simply not show up. The way your team handles the first call and the first visit can make all the difference.

It should go without saying that the person answering the phone should be warm, polite and helpful. Remember, first impressions are lasting and patients need to feel immediately at ease. The best way to greet a new caller is, “Happy Face Dental, this is Connie. I can help you.” Notice Connie didn’t say, “Can I help you?” This slight alteration changes the conversation from a request for information to a simple, welcoming statement – I can help you. Subtle, but powerful. I also know busy practices that answer the phone and immediately ask the caller to hold. Don’t. Make sure everyone in your office knows that the first conversation with a new patient is their top priority.

Many times, a first-time caller will immediately start asking questions about money. Why? It’s often all they know to ask. They can’t judge your clinical skills over the phone so they ask about something they can assess: cost. The secret is to acknowledge their concerns without dwelling on the money. After all, until you actually see their teeth, there’s no way you could accurately quote how much they might need to spend. Instead have your front desk staff say, “Our fees are very reasonable. Based on what you’ve told me, the dentist would be very concerned about what’s going on in your mouth. Once she sees you, she can figure out what needs to be done – and you have our promise that we’ll discuss it with you and won’t begin any treatment without getting your approval first. Can you come in this afternoon at two, or is four o’clock better for you?” I also recommend offering a free or low-cost exam. This helps your potential patient feel comfortable that you’re not trying to take advantage of them – without forcing you to give them a rough estimate of fees that might only scare them off.

One of the biggest new patient challenges is no-shows, but this simple trick can help. At the end of every day, the doctor should call every first-time patient. All you have to say is, “Hi, this is Dr. Williams and I just wanted to personally welcome you to our practice. When you’re a patient of ours, you’re like family, so if you have any questions for me ahead of time I’d be happy to answer them.” This doesn’t take much time out of your day, but in my experience it dramatically reduces the number of no-shows (if not completely eliminating them). Don’t believe me? Just try it out for a few weeks and see the results.

Current Patients
Of course once a patient is in your chair, the goal is to get them to accept treatment. Whether they do or not often depends on how you present their case.

When faced with a neglected mouth, many dentists feel the need to list all the care a patient will ultimately need. I encourage you to resist this impulse. When patients have put off dental care, it is often because they thought it was either unnecessary or too expensive. Either way, expounding on all the extensive care they need on the first visit is a good way to ensure they don’t return. Instead, speak first to their immediate need – the reason they came in. I suggest saying something like, “I understand you’re having some pain in your tooth. Do you want to just take care of what’s necessary right now or would you like to talk about more comprehensive care?” Most patients will at least be curious enough to ask about comprehensive care. But this lets them know treatment can be done in stages, gives them a choice and allows you to paint a picture of their optimal health in an unobtrusive way. You don’t need to discuss cost at this point. Remember, you’re just trying to get them to understand what an ideal smile could mean for them (and that you are here to help when they’re ready).

The choice of words when talking to your patients is particularly important. One of the most powerful words to use is “yet” – as in, “I understand you’re grinding your teeth. Are you having headaches yet ?” This simple word creates a sense of urgency and sheds light on the potential consequences of procrastination. I suggest using it often.

Another word to remember is “upgrade.” Whether you’re explaining the difference between implants and dentures or composite fillings versus porcelain, offering patients an upgrade gets them interested in at least hearing the benefits. For example, “We can do a composite restoration for that tooth, and it will last several years and look similar to the natural tooth. However, we do offer an upgrade to the treatment, which is a CEREC restoration made with real porcelain. It will last much longer and match your other teeth perfectly. This upgrade will cost a bit more, but we can do it more quickly and in a single visit.” It’s a great word and people generally will look at their budget to see if they can afford the upgrade.

Future Referrals
This might be the most overlooked opportunity in dentistry. Everyone wants their patients to recommend them – but the best way to make sure they do is to ask. Some dentists worry that this communicates the wrong message and makes them look desperate for patients, but it won’t if you do it the right way. Try saying, “If you’re happy with the care we’ve given you, we’d love to offer that same care to your friends and family if the need arises. Please feel free to recommend us to them.”

Believe it or not, many patients assume that their dentist office works like their medical doctor – and they might not know you accept new patients. This tells them you’re always happy to see new faces and invites them to spread the word. Make certain your patients also know how much you can do for them. Along with the newsletters and e-mails you hopefully send as part of your internal marketing, mention your various services to patients in your office. Even if they’re not interested in Zoom!, Invisalign or implants, they might know someone who is. Make it a habit to talk about all you have to offer and you might be surprised at who listens.

Finally, make sure to thank any patient who refers a new case to you. A handwritten note, a gift card, or even a discount on a future service is well worth it if someone brings a new patient into your practice. Of course you shouldn’t tell your patients that you will reward them for referrals, but a sincere “thank you” is a great way to show your appreciation and build great patient loyalty.

A Quick Word About Scripting
Many doctors I talk to are hesitant to use “scripts” in their practices because they worry that repeating the same phrases over and over makes them and their staff seem insincere. I never recommend saying anything to your patients that doesn’t feel authentic – but if there’s a better way to communicate with them that improves their oral health and your bottom line, why wouldn’t you choose it? That’s all a script is.

I encourage you to continually refine the scripting that you and your team use every day. Share with each other what has been effective (and what hasn’t) and feel free to borrow from me, your colleagues, consultants or anyone who has found those perfect words to communicate the right message to your patients. Speaking to patients effectively is one of the best ways to complement and maximize your marketing efforts.

You have my word on it.
Author’s Bio
Fred Joyal co-founded 1-800-DENTIST in 1986. As the company’s CEO, he has written more than 200 television and radio commercials and interacted with thousands of the most successful dentists across the country. Under Fred’s leadership, 1-800-DENTIST has matched millions of consumers with the right dentist, giving him unique insight into the mindset of the modern dental patient. Fred launched GoAskFred.com, a free online marketing resource, to share his expertise. He is also the author of Everything is Marketing: The Ultimate Strategy for Dental Practice Growth, which is available at www.goaskfred.com. You can reach Fred at questions@goaskfred.com.
 
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September 2025
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