What you are about to learn is something they should really teach us in dental school. That is, case acceptance is grounded in biology. Who would have guessed?!
If we look at the brain from the top down, you would see three sections:
- The inner section is known as the Reptilian Brain. This section is where the fight or flight section resides. It’s the instinct and survival section.
- The outer section is the Neocortex. This is where analytical and rational thought is processed. It’s basically the number crunching section of the brain.
- The middle section is the Limbic System. This is where trust, feelings, and loyalty get processed. In other words, this is the section of the brain where all purchasing decisions take place. It’s where the “why” is processed. Where emotional connections are made as to why we need to purchase something. If you don’t connect oral health care and diagnosed treatment to this section, you can pretty much kiss case acceptance goodbye!
You see, success communicates from the inside out. We all know what we do, and how we do it. But do we communicate “why” we do what we do? Are we connecting our patients with the WHY?
When our patients come into our practices, and are diagnosed with needed treatment, what do they go home with? Treatment Planners from our practice management systems! And what do these explain to the patient? Codes, descriptions, and fees! In other words, we are only connecting with the Neocortex where purchasing decisions are not made. Of course, we use digital images and explain to our patients why they need treatment. But don’t forget, patients forget 85% of what you tell them when they walk out the door. So, what does the patient/consumer remember after they walk out your door? Basically nothing.
This is precisely why the documents found in My Dental Docs were written in language that patients can understand, and not so much dental terminology. And most important, they have language that explains the “why” their conditions need treatment. “Why” you are using a certain type of material. And “why” their oral health care is important to maintain. When our patients diagnosed treatment is connected to the Limbic System, they more readily accept and want to pay for their needed treatment. Patients/consumers BUY when the WHY is understood. When they are emotionally connected with the importance of their purchase.
There is no other system in dentistry that connects our patients to the “why” they need care than My Dental Docs. Our cloud-based dental software simply helps you create documents that are procedure specific, product and condition specific, branded to the practice, and most importantly to the patient. These documents emotionally bond your patients to their recommended treatment, which simply bridges the gap between diagnosis and case acceptance.
In addition to explaining the “why” they need treatment, they also educate the patient, which dental office managers love because they no longer have to explain to the patient multiple times what is going to be done and why. They differentiate your practice, increase your business image, compete with corporate America, and promote oral health care.
It’s so important to understand that dentistry is not only a medical service industry, but it’s a retail business too.
People don’t buy what you do, they buy WHY you do what you do. The goal is not to do business with everybody who needs what you have, the goal is to do business with people who believe what you believe. So many times, I see colleagues who don’t believe just how valuable of a health care service they provide. Do you believe in oral health care? Then show it in everything you do. For example, treat periodontal disease as it is…a disease, and explain to the patient “why” it’s harmful to their body if not treated right away.
Provide dentistry to patients who believe what you believe: periodontal therapy, upgraded materials, etc. Hire people who believe what you believe. They will work the hardest for you. Talk about what you believe, you will attract those who believe in the best oral health care can provide.
If patients turn down your diagnosed treatment, or don’t complete it fully, see if you are simply missing the “why” in your explanations, and ask yourself if you are sending home the right documents to back up your diagnosed treatment plans.
Wow, who would have thought case acceptance is a biology thing!
Rob Thorup, DDS
My Practice My Business