Befriend Your Patients and They’ll Never Leave You
Nothing is more important than giving your patient an exceptional experience every time he or she visits your dental office. At each patient visit, you must confirm that you are the best dentist he or she has ever seen, and that selecting your office was a great decision. In addition to providing comfortable, functional, and aesthetic dental care, you must communicate positively with your patient throughout every stage of the dental appointment.
Sound taxing? Like too big of a task? Honestly, it seems that way, but it’s not. You can build rapport with a patient the same way you’d run a marathon: one step at a time.
The process begins prior to reclining the patient in the dental chair to begin treatment. You should position eye-to-eye with the patient, and in layman language, review the treatment to be performed that day. Never assume that your patient remembers the details of what you may have discussed at an earlier time. Summarize the details about the condition, the danger if the treatment is postponed, and the benefits when the treatment is completed. Additionally, you should assure the patient of your commitment to keep the treatment as comfortable as possible. Finally, offer to answer any questions your patient may have.
During the procedure, periodically touch the patient gently on the shoulder and ask how she is doing. Frequently compliment her on her cooperation, and assure her that everything is “going great.” Ask if he or she needs a break, or if there is anything you or your team can do to make the visit more pleasant.
The most critical communication occurs at the conclusion of the dental visit. I call this the Appointment Conclusion Conversation. This is a wonderful opportunity to inform your patient how well the procedure went, and to remind him or her about the benefits of the treatment. You are reinforcing the patient’s excellent decision to have the treatment, and for selecting you to do it. Praising the patient for her cooperation during the procedure shows your empathy and appreciation for the effort.
Before dismissing your patient, hand him or her your business card with your personal telephone number listed. Rather that implying that she should call if she has an “emergency or pain,” I suggest you ask her to call you if she has “any questions or concerns.” This communication also includes discussing benefits and adding value for the very next dental appointment.
Maybe you’ve recognized a theme here. All of the above steps are meant to position you less as a stodgy clinician and more as a person they trust with their problems – it just so happens that today’s problems are all in their mouths. When your patient thinks back later about how they felt about you and your office, they might remember the oral discomfort or the bright lights, but those can’t be avoided. But when that’s all said and done, they’ll definitely remember how you treated them as an individual and what kind of person you came across as. Friendly? Funny? Honest? Easygoing? All the qualities of a good friend are also present in a good dentist.
