The Three Magic Words to Case Presentation
March 19, 2018
If you’re familiar with my “little hinges swing big doors” saying then you’ll understand why it is so important to focus your attention and time on the right things. So many doctors unfortunately focus on the wrong things and as a result have little to show for it financially.
One of the biggest doors your hinges can swing in just about any practice is in case presentation. For example if you are a young practice you may have a small patient base with a dynamic new patient flow. Alternatively you could be a more mature practice with weak new patient flow but a solid patient base delivering adequate recall. Now think of the dramatic increase in revenue that a 10% increase in case acceptance could make. As your overheads like rent, operating costs, wages, etc. remain fixed this increase would ultimately lead to increased bottom line profits.
So how do we achieve this increased case acceptance? It all boils down to…
3 MAGIC WORDS
There are multitudes of scripts out there that you can use to help present case presentation. Most take time to learn and rehearse and then when it comes to regurgitating them, in many instances they never seems to come out right or just doesn’t have the desired effect with the right reaction. The main reason being that you must be able to deliver your message with PASSION and SINCERITY. If you are part of my Dental Profit Secrets Transformation Program you will have heard me go on about how passion and sincerity sells.
Buying decisions are all based upon emotion and then followed by logic or reason. Logic and reason are also important factors to consider but only after you’ve connected with the patient’s emotional need or interest. Now a script won’t work unless you are ABSOLUTELY GENUINE about how you feel with what you are conveying to your patient. If you are concerned about your patients dental condition then TELL THEM. So what 3 words will help improve your case acceptance? Simply say “I’m really concerned.”
“Mrs Smith, I’m really concerned about your molar on the left hand side of your bottom jaw. I really think that Dr. Nice needs to see this right away. I’ll have to make sure that he inspects this before we finish your cleaning today.”
Notice that this is not coming from the doctor but rather the hygienist. Why? Because in the absence of symptoms, patients are more likely to accept the need for treatment by another staff member other than the doctor.
You see if the doctor spots and brings this up with the patient, then the patient is likely to think that doctor may have an ulterior financial motive behind it. Coming from another staff member though the asymptomatic patient is far more likely to feel that their primary concern is for the patient’s well being and what’s in their best interest.
So when the doctor enters the room and the hygienist highlights their concerns about the findings on an intraoral photo, x-ray, perio chart or whatever, then the doctor must repeat their concerns. “Rebecca, I’m glad you brought this to my attention as this IS a concern.” Now from here on you can you can use your most appropriate verbal skills to effectively conclude the case presentation. If the prelude to your case presentation contains those 3 magic words you’ll find a measureable increase in case acceptance, even where symptoms aren’t apparent.