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Case presentation is one of the most crucial components in the successful operation of a dental practice; yet paradoxically, it is also one of the most overlooked. With virtually every form of industry – dentistry included – threatened by the current global recession, the influence that case presentation can have on the profitability of a dentist’s practice is more relevant than ever. As prospective patients proverbially tighten their belts, dentists must redouble their efforts to secure patronage. The key to maintaining a stable profit margin lies with case presentation.
There are three fundamental aspects to a strong case presentation:
1. Building a Relationship – The foundation of any productive dentist-patient association is a bond of trust. For that reason, a dentist should begin building a relationship with a patient even before that patient has ever visited the office. First, the dentist must make certain that any time a prospective patient places a phone call to his or her office, that person will receive a warm and engaging response from whoever answers. First impressions are often the best ones, and the impression one gets from his or her initial contact with a member of a particular dentist’s staff may determine if he or she proceeds with making an appointment with that dentist or seeks out different one. Once a new patient has scheduled his or her first appointment, a dentist should immediately follow up by mailing a "welcome packet" to that patient. The packet should include educational information and promotional materials, as well as a questionnaire requesting information on the patient’s health history. A self-addressed, stamped envelope should be included with the questionnaire so that the patient can mail it back to the dentist prior to the appointment. The questionnaire serves a two-fold purpose: first, it enables the dentist to better prepare for any special needs or circumstances that the patient might have; and second, it indicates to the patient that the dentist’s attention is focused on him or her and that the dentist has genuine concern for his or her well-being. By investing time and effort in a patient even before the patient’s first appointment, a dentist may dissuade him or her from making a last-minute cancellation.
2. Instilling Desire – In many instances – particularly in the midst of dire economic circumstances – a patient must be convinced that any dental treatment recommended to him or her is a necessity rather than a luxury before he or she will be willing to pursue it. In such instances, it is the dentist’s role to instill genuine desire within a patient to receive that treatment. A dentist accomplishes this by striving to educate a patient both prior to – through phone conversions and newsletters – and during a visit. A patient is a captive audience while seated in a dental chair, and a dentist would be well-advised to fully capitalize on this very advantageous situation. If necessary, dentists should make conscious efforts to improve their communication and "people" skills, to enable them to better convey their messages to patients. Any explanations given to a patient should be clear, concise, and captivating, with limited use of both technical terminology and minute details, so as to avoid confusing the patient or losing his or her interest. Whenever possible, dentists should also incorporate visual aids into their explanations. At the conclusion of any informative discussion, a dentist should straightforwardly inquire as to what concerns the patient might have that could deter him or her from pursuing the treatment that has been discussed. If any issues are raised, the dentist should address them and work with the patient to develop a solution to resolve them as thoroughly as possible. Only by first identifying the barriers that stand in the way of treatment can a dentist then manage or altogether remove them.
3. Asking for a Commitment – The third fundamental aspect of case presentation is perhaps the most difficult one for most dentists to execute, as it requires one to be rather assertive with a patient (though ideally in a tactful way) – sharply contrasting the other two aspects. In asking for a commitment from the patient, the dentist effectively obliges him or her to return to receive what treatment has been recommended. Once a dentist has uncovered and resolved any barriers to treatment, and the patient has expressed a desire to receive the treatment, the dentist should then turn the patient over to a separate staff member who will then flatly discuss payment options. With this approach, the dentist deters the visit from concluding with an undesirable "I’ll think about it" response from the patient. Once a payment plan has been arranged for and approved by the patient, an appointment for the treatment is then scheduled. No appointment should ever be scheduled for treatment without the method of payment being decided upon first.
By developing, honing, and expanding his or her case presentation skills, a dentist sets him- or herself apart from competitors who do not do the same, thereby granting his or her practice a decided advantage when the time comes to weather a rough economic storm.
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