Presentation on theme: "Module 1 | Session 3 Growing your practice with communication skills"— Presentation transcript:
1 Module 1 | Session 3 Growing your practice with communication skills Note: This presentation can be held by the Esthetic Alliance lecturer or a Nobel Biocare sales representative.Good Morning – Afternoon – Evening! Today we are here to discuss growing your practice through effective communication.By sharing with you some basic facts that we have discovered regarding effective communication, our goal is to help you improve patient case acceptance.Which in turn will lead to a more profitable practice.Effective communication is not about mastering some tricky technique, or cornering the customer, it is about putting the patient at ease and encouraging good dialogue.With that in mind, Tell me what are the biggest challenges your practice faces in getting patients to say yes?Disclaimer:Some products may not be regulatory cleared/released for sales in all markets.Please contact the local Nobel Biocare sales office for current product assortment and availability.
2 Module 1/ Session 3: Course objectives Growing your practice with communication skillsEffective communication with the patientHow to gain patient acceptance for dental implant treatmentMarketing your practiceOverview of Nobel Biocare’s patient education material
3 National average case acceptance rate 32%Please adapt according to your local market situation.What do you think the National case acceptance rate is?This is what the research from Qube International found.US average is 32% accepted treatment plansUS average is $2500 per treatment planWhat is yours?100 patients at 32% = 32 accepted treatment plansOnly 80 patients at 32% = 24 accepted treatment plansThat is lost revenue of $20,000 per monthDo the math for your practice…..But what if you could increase accepted treatment plans percent to 50%?Even with reduced patient flow of 80, you increase your revenue from 40 patients by $20,000 !
4 Missing teeth could have a major impact on personal satisfaction “Smile” and “Appearance of Teeth” have the largest gap between importance ratings and satisfaction levels; i.e., respondents were least satisfied with what was most important to them.Gap14.313.13.06.4-18.7-3.011.0Please adapt according to your local market situation.This study appears to be the largest ever consumer survey conducted regarding patients and their views on dental proceduresWhen patients/consumers were asked about the importance, as well as level of satisfaction they had with their smile, appearance of teeth, hair, eyes and physique;The greatest gap between the importance, and their level of satisfaction was in the category of their smile and appearance of teeth.If people perceive they don’t look good, either they stop going out, or they search for ways to improve.This represents an opportunity for everyone in this roomBase: Total n = 54,680Source: Nobel Biocare Consumer Quant Survey (N=54,680) 8/08
5 Almost half of all adults are missing teeth Reported consumer distribution by missing tooth conditionPlease adapt according to your local market situation.Number of Missing TeethSo what was the state of missing teeth in this survey of 54,000 plus consumersAlmost half: 48% were missing one or more teeth.24% missing 4 or moreAnd 8% were missing at least one full archOver 60 million adults in North America are missing teeth and those who have lost 4 or more are more motivated to find a solution.Most of these are consumers are baby boomers and they tend to self research solutions. That means that they often will use the internet as well as respond to direct to consumer advertising, including word of mouth referrals.Source: Nobel Biocare Consumer Quant Survey (N=54,680) 8/08
6 Verbal and non-verbal messaging 7–38–55 rule(writing)TelephoneFace-to-FaceWordsToneNon-Verbals100%100%X20%80%X7%38%55%Let me ask you?What percentage of communication do you think the “WORDS” you speak represent? How about Tone? What about Body Language?So how much are you communicating when on a cell phone? What about and text messaging? How much tone is in either of those?ZERO! That’s right! So how good are you at communicating with the under 30 generation that prefers text messaging?And how good are your under 30 employees at communicating with the over 60 generation that prefers face to face communication?Mehrabian, A. Silent messages: Implicit communication of emotions and attitudes. Belmont, CA: Wadsworth, 1981.
9 Something to think about… Being effectiveis as importantas being right.Read Slide.9
10 Core communication skills Three core patient interaction skills:Gathering information: The primary information gathering skill is empathetic listening.Organizing information: The primary information organizing skill is identifying patient needs.Offering information: The primary information offering skill is empathetic framing.These three skills, when applied masterfully, will maximize your probability of success in the following areas:Building trust quicklyConnecting to the patientSolving patient problemsResolving patient objectionsIncreasing patient loyaltyIncreasing patient referralsCreating a differentiated experience for the patientState: There are 3 core communication skills:Empathetic listening—Gathering InformationIdentifying Needs—Organizing InformationEmpathetic Framing—Offering InformationInstruct:Table leaders to start a discussion on how their practice rates in each of the areas: Area Rating (1-10)Building trust quicklyConnecting to the PatientSolving Patient problemsResolving Patient objectionsIncreasing Patient loyaltyIncreasing Patient referralsCreating a differentiated experience for the PatientAsk:Who had a perfect 70 total? Anyone? So you are saying there is an opportunity for improvement?
12 Needs-oriented questions One of the most fruitful ways to construct high-ROI questions is to focuson where patients want to go rather than where they have been.Needs-oriented questionsWhat is your vision for your smile?What are your esthetics objectives? Your dental health objectives?What challenges will you need to solve to achieve these objectives?What fears do you have about finding solutions to these challenges?What outcomes are you looking for?How would you like to see this problem resolved?Read the first paragraph in the slide:Ask: How might you ask a needs-oriented question?Ask: What questions do you ask that have been effective?Walk through the questions and make sure you point out the difference between these open ended questions and closed questions.
13 Preparing for patient interaction Connect with the patientNeutralize the obstaclesValidate the feelings and concernsProvide information that facilitates decision-makingProactively move the patient forward1. Understanding why the patient is there2. Listening to the information the patient is providingAsk: How well do you “connect” with your patients? What happens that makes you know that you have connected?Direct participants to rank the five points on the slide on a scale from 1-5 and decide on which area they need to focus their effort to become more successful at case acceptance.Rank 1-5Connect with the PatientNeutralize the obstaclesValidate the feelings and concernsProvide information that facilitates decision-makingProactively move the Patient forward13
14 How not to say itUnconsciously, many professionals choose the “spray andpray” approach. They listen for only a short time, then they“spray” their patient with…DiagnosisTreatment recommendationsExperienceDental teamOther happy patients’ experiencesExpertiseDifferentiation on second opinions…and then “pray” that something they said will strike achord with the patient. For the patient, it is a short stepfrom there to “No.”“Spray and Pray” is a classic and common sales mistake. Have you ever thrown spaghetti at the wall to see if it sticks so you know it is cooked? That’s the same as spray and pray!Unfortunately, this type of approach often means little to a patient because it doesn’t address their specific needs.It almost always comes in language the patient barely understands and is presented from the perspective of the practice. This is all about what the clinician wants to say, and very little about what the patient was hoping to hear!
15 Resolving objections Common objections: “That sounds like a lot of money!”“I need to bring this up with my spouse.”“I have to think about it.”Many dental professionals, when they hear an objection, react in much the same way our primitive ancestors reacted to the sudden appearance of a saber tooth tiger: Fight or Flight.Between fight and flight, there is a third, more successful alternative: facilitation. Facilitation is simply applying the core skills learned in this program to better determine the needs underlying the objection. It uses the same interaction model you have been exploring.“The major barrier to mutual interpersonal communication is our very natural tendency to judge, to evaluate, to approve (or disapprove) the statement of the other person or the other group.”—Carl RogersBarriers & Gateways to ListeningRead:“That sounds like a lot of money!”“I need to bring this up with my spouse.”“I have to think about it.”Any others objections that you commonly hear? What about: “that sounds like it will really hurt!”The “fight or flight” response to objections is another common mistake. Sometimes we fight a person’s objections if we see their argument as weak or just plain wrong. We try to educate them out of their decision or take their objection as a personal rejection. This is usually seen by the patient as invalidating their concern. It’s a short step from here to the patient no longer liking the dentists, the office or the treatment plan.On the opposite side of the spectrum is the flight response. This can be seen as agreeing with the patient’s objection and then backing down from a higher fee or a more comprehensive treatment plan. Unfortunately, every time we utilize the flight response it gets harder for our patients and our team to see the meaning, importance and value of our services and our fee schedule. What we know about an objection to a case presentation or treatment is that an objection is equal to an unfulfilled need. Therefore the objection comes from something within the patient, some barrier they are experiencing within themselves. It’s rarely about the dental professional and more about a hope or desire the patient has that is not being satisfied by what’s presented. Asking questions about what the patient likes, doesn’t like and any factors that may be holding the patient back regarding the treatment plan should immediately follow any patient objection. Once we know the full reason why a patient is saying “no”, we have an opportunity to offer new ideas on how to address and compensate for those objections.
16 Marketing your practice To be a successful high-end esthetic practice, you need to make patients aware of your crown-and-bridge and implant services.State: If you are going to have a successful practice that perpetuates itself, then you need to be able to market your practice internally and externally.
17 Marketing your practice How do patients know you offer full-mouth reconstruction and/or implant treatment solutions?Do you have brochures in your waiting areas? Why or why not? If so, which ones? Do you conduct any external marketing activities?Do your business cards and signage contain information about the crown-and-bridge, esthetic, and/or implant practice?Do you have a tracking system for potential patients? Describe it.Do you publish a newsletter that includes esthetic or implant information?Do you schedule time to have full-mouth reconstruction and/or implant specific team meetings? Is your receptionist aware of your restorative and implant services?Do you have a list of patients willing to talk to other patients about implants or crown-and-bridge procedures?Do you have patient testimonials you can use in your marketing activities?Have you discussed the best way to share information with patients?Think about these questions: Read the slide.
18 Examples of visual aids How to explain dental implants to your patients for your first case20 pg educational flip chart, for individual consultationsExplains each indications with solutionsExplains why a missing tooth should not be ignoredThe reverse of each page, provides support notes to the user (Dental nurse etc)Use these aids to educate your patients and encourage them to choose the implant optionHere are the tools you need to get started1818
19 Patient education flip chart ContentIntroduction to implantsFacial structureBone lossTreatment optionsSingle-tooth replacementSeveral missing teethAll missing teethImplant careImprove existing teethOur research has shown that the more team members can talk about the benefits of treatment, the more trust and confidence they can inspire in patients, which has a direct impact on case acceptance.The first three sections are: Why you should not ignore missing teeth, Introduction To Implants, Facial Structure and Bone Loss. We recommend EVERYONE in the office become familiar with. It doesn’t matter what role they play, front office, back office, etc. At some point, a patient will probably ask them about implants. Especially as patients begin to see more advertising and doctors begin treatment planning more often.1919
20 Patient education brochure Detailed full solutions and educational brochure for patientsFrom single, several to all missing tooth solutionsAnswers to commonly asked questionsTo be given to patients considering treatment options2020
21 Waiting room flyer with general information about implants Waiting room flyer with easy to understand information to read at home, or show to family membersWhy missing teeth should not be ignoredWho is a candidate for an implant solutionAdvantages of modern dentistry2121
22 Waiting room flyers – single tooth solution options Waiting room flyer with easy to understand information to read at home or show to family membersWhy one missing tooth should not be ignoredSingle tooth replacement options, with or without implantAdvantages of modern dentistry2222
23 Waiting room flyer on missing several teeth solutions Waiting room flyer with easy to understand information to read at home, or show to family membersWhy missing several teeth should not be ignoredMissing several teeth solution options, with or without implantsAdvantages of modern dentistry2323
24 Waiting room flyer on missing all teeth solution options Waiting room flyer with easy to understand information to read at home, or show to family membersExplains the disadvantages of conventional denturesOverdenture and full bridge options, both fixed on implants or removable solutionsAdvantages of modern dentistry2424
25 Waiting room flyer – All-on-4 insert Help dentists to communicate what an All-on-4 procedure isContents includes advantages, treatment candidates and photosA loose insert for existing denture flyer2525
26 Waiting room postersPosters to increase awareness and curiosity in the waiting room settingAvailable as a set of three2626
27 All solutions postersEducational patient poster for dentists to hang in their officesSupport dentists efforts in consultation process with patientsHelp auxiliary to communicate to patients2727
28 Deluxe publication for patients For the dentist waiting room area, a high quality “coffee table“ publicationExplains all esthetic solutions which use Nobel Biocare productsBook comes in a protective, hard box cover presentation2828
29 Relative functional capacity – upper/lower jaw situations Nobel Biocare All-on-4Relative functional capacity – upper/lower jaw situationsPatient situationChewing capacity/quality of lifeAll natural teeth100%Implant borne bridge90%Implant overdenture(tissue borne)60%Increasing quality of lifeUpper denture30%Lower dentureThis illustrates the ‘functional capacity’ or ‘chewing ability’ of the different treatment options.Where moving from a lower denture, to an implant retained overdenture, to a full implant retained bridge dramatically increases the function – including comfort, chewing ability and stability/retention.[Speaker Note]: An implant-borne bridge can return the patient nearly to 100% of their natural chewing capacity10%No teeth, no0%Andries van der Bilt et.al. Braz J Oral Sci. April/June 2002 Vol 1, No. 129
30 Core principles of case acceptance Your professional responsibility is to create a level playing field between doctor, staff and patient during the consultation appointment.Patients should feel that the entire team is hearing their concerns and needs on a biological, physiological and psychological level.The majority of patients want to feel a real connection to the doctor and office staff before they make a decision to proceed.Patients want expertise.Patients want to know that you are offering the absolute best solutions for them.State: case acceptance - Implies that the Patient will leave the restorative office:InformedEducatedMotivated to see the Specialist for a consult if requiredAnd in agreement to go forward with the Treatment Plan!Read - From the slide the key desires patients want:Patients should feel that the entire team is hearing their concerns and needs on a biological, physiological and psychological level.”The majority of Patients want to feel a real connection to the Dentist and office staff before they make a decision to proceed.”Patients want expertise”Patients want to know that you are offering the absolute best solutions for them.”How does your practice score in each area? If good then you are already achieving higher than 32% acceptance rate.IF not then what do you need to work on first?30
31 Marketing your practice How do patients know you offer full-mouth reconstruction and/or implant treatment solutions?Do you have brochures in your waiting areas? Why or why not? If so, which ones? Do you conduct any external marketing activities?Do your business cards and signage contain information about the crown-and-bridge, esthetic, and/or implant practice?Do you have a tracking system for potential patients? Describe it.Do you publish a newsletter that includes esthetic or implant information?Do you schedule time to have full-mouth reconstruction and/or implant specific team meetings? Is your receptionist aware of your restorative and implant services?Do you have a list of patients willing to talk to other patients about implants or crown-and-bridge procedures?Do you have patient testimonials you can use in your marketing activities?Have you discussed the best way to share information with patients?So, look at this list again and what on it can you work on?Consider the suggestions we have covered in this presentation and incorporate the ones that make sense for your office.And most importantly, to create or change a behavior, practice makes perfect.Thank you!
32 Module 1/ Session 3: Course objectives Growing your practice with communication skillsEffective communication with the patientHow to gain patient acceptance for dental implant treatmentMarketing your practiceOverview of Nobel Biocare’s patient education material