Why Good Patients Leave a Dental Practice: The Real Reason
Many dental practices mistakenly believe that good patients leave because of the cost of care. While dentistry can be expensive, it’s often the failure of the dental team to communicate the value of care that causes patients to seek treatment elsewhere. Even more concerning, some dental team members unintentionally make patients feel shamed or dismissed. This lack of effective communication is often the real reason good patients leave, not the price of procedures.
3 Ways Dental Teams Unintentionally Shame Patients
1. Comments on Oral Hygiene:
Telling a patient, “You really need to floss more, your gums are a mess,” may seem helpful, but it can come across as harsh and judgmental. Instead, team members should focus on educating the patient without shaming them. Try something like, “I can see some areas that need extra care—let me show you how we can work on this together.”
2. Insurance Confusion:
When a patient is confused about insurance coverage and a team member responds with, “You should have checked your plan more carefully,” it puts the blame on the patient. A better response would be, “I understand how confusing insurance can be. Let’s go over what’s covered and how we can make this work for you.”
3. Treatment Delay Shaming:
Patients who need to delay treatment due to financial reasons often feel pressured by statements like, “If you wait, it’s only going to get worse.” Instead, the team can explain the situation without guilt, saying, “I understand your concerns. Let’s discuss the potential risks of waiting, but we’ll do everything we can to work with your timeline.”
Phone Skills: A Vital First Impression
The patient experience often begins on the phone, and it’s crucial that new patients feel heard and valued right from the start. Poor phone communication can leave potential patients feeling rushed or ignored, making them less likely to book an appointment.
Solution: Train your front desk team on phone skills that ensure each new patient feels heard. Teach them to ask open-ended questions like, “What brings you in today?” and lead patients toward booking with clear guidance such as, “I can schedule you for an appointment that fits your needs.” Ensure that team members understand how to convert inquiries into scheduled visits without pressure, using empathy and helpfulness as guiding principles.
Handling Complaints: The “AAA” Approach
When a patient brings up a complaint, it’s easy for staff to get defensive or dismissive. Instead, Grace Rizza teaches her team to handle patient concerns with a three-step “AAA” approach:
- Acknowledge the patient’s perspective.
- “It can certainly be frustrating to deal with dental insurance companies. I want you to know that I’ll do everything in my power to help you get your care covered.”
- Address the issue with education.
- “Is it ok if we discuss the options to help you get the care you need, despite the insurance’s denial?”
- Ask clarifying or leading questions.
- “Can you tell me about how they covered care for you in the past?”
This method ensures patients feel heard and supported, which can diffuse tension and maintain trust in the practice. The goal of this communication is to help the patient realize you are on their side or team and will advocate for them however possible.
Selling the Value of Dental Care
Many patients leave because they don’t understand the value behind the treatment that’s been recommended. Dentistry can be seen as a significant investment, but if patients aren’t shown how their dental care improves their overall health, they may perceive it as simply expensive. Brian Tracy’s book *The Psychology of Selling* provides excellent insights into helping people see the value in what they’re purchasing. While it’s a book primarily about sales, its principles apply directly to how dental teams can better communicate the benefits of treatment.
Solution: Encourage your team to read *The Psychology of Selling* and have open discussions about how its principles can be applied in the dental office. This will empower your staff to have conversations that highlight the value of oral health, rather than focusing only on the cost of procedures.
Addressing Unreasonable Patients
This article is not about the few unreasonable patients who demand free services, disregard policies, or act disrespectfully toward the team. These patients are not your ideal audience, and their behavior shouldn’t shape your policies. A dental practice should be designed to cater to the respectful, engaged patients who value quality care. For those who cross boundaries, it’s essential to have a protocol in place for setting clear limits or even dismissing them from the practice.
Solution: Establish clear boundaries for dealing with difficult patients, and don’t hesitate to remove those who refuse to treat your team with respect. Focus your efforts on the ideal patients—those who want excellent care and are open to building a long-term relationship with your practice.
For example, you may say, “Kathy, it’s so good to see you! I noticed in your last few appointments you were running late. Unfortunately, this puts us behind for our next patient. We would hate to have to reschedule you, but also don’t want to rush through your appointments. We can certainly see you today. In the future, is there a more convenient time for you that we can accommodate to prevent this from happening again?”
Preventing Patient Loss
The key to keeping good patients lies in strong communication. Equip your team with phone skills that make every patient feel welcomed. Train them to handle complaints using the “AAA” method to ensure patients feel heard. Invest in resources like *The Psychology of Selling* to help your team understand how to communicate the value of dental care effectively. By creating an environment where patients feel valued and understood, you can prevent the loss of your ideal patients and build long-lasting relationships.
