Director’s Message: Increase case acceptance and reach the unreachable patient

You can learn a lot from people who view the world differently than you do.

— Anthony J. D'Angelo

That quote applies to patient education and case acceptance too.

Most oral health leaders aim at increasing health and providing exceptional dentistry. Nothing wrong with that. However, not everyone cares equally about oral health or exceptional restorative care. Making those “dimensions” the sole focus of your case presentations or motivational messaging leaves a large portion of our patients behind.

We understand that your patients visit your office for emotional and logical reasons. After the emergent or clinical needs are determined, we know the logical reasons for treatment. The technical explanations and patient education do not vary much. The clinical diagnosis is scientific, evidenced-based and quantifiable. As an example, if two patients in your practice were to have:

• 4-5 mm pockets
• 15+ areas of bleeding in one quadrant or more
• 12+ sub-gingival surfaces with calculus
• 2+ with bleeding furcation involvement
• 20+ surfaces of 1/3 or more with plaque,

your clinical recommendation/diagnosis and periodontal plan might include scaling and root planning.

What will vary from patient to patient (even with the same clinical diagnosis) are their emotional wants in seeking preventive or restorative treatment. The clinical needs are the same (S&P); the emotional wants may be different. Our patients are much more likely to engage in therapies and services, as well as with messages and treatment recommendations, when oral health leaders help them identify their true passions and emotions, and help them know how the various dimensions of care can be of service to these passions.

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Other articles by Hodsdon

• Director's Message: Hygiene compensation
• Director's Message: Do 60% believe there is no math in hygiene?
• Director's Message: Mental well-being is everyone's business

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That makes sense, right? But here’s the question that is particularly fascinating to me. “Why are patients passionately or emotionally motivated to invest their discretionary dollars for oral health?”

Most reasons fall into one or more of the following dimensions.

• Esthetics
• Function
• Health/wellness
• Avoid pain
• Avoid higher costs.
• Guilt
• Peer pressure
• Status

I recommend oral health leaders aid each patient to determine which dimension best represents their current passions and wants, and then to make it the core of their enrollment or case presentation conversations for accepting care. The other dimensions are then used to assist and strengthen the core element that motivates them the most.

For example, patients that are highly engaged with their appearance/esthetics could see that a power flosser or toothbrush, are positive ways to improve their oral health by removing more plaque, reduce bleeding gums, and malodor. Others may be more concerned with their functional oral health. They would benefit from questions concerning how their current smile, condition, oral health, and social habits (speaking, chewing, and snoring) affect their lives. The more career-driven individuals (motivator-status) might associate with the intellectual evidenced-based discussions. Nourishing their emotional passions and wants can be a way to increase patients saying yes to their needed treatment.

A lot of oral health professionals are motivated by health for its own sake, but our patients may not be. If you’ve had a hard time reaching some of your patients lately, try figuring out what emotional dimension is at the core of their wants, and see if that gets them going.

Kristine A. Hodsdon RDH, MSEC
RDH eVillage, Director

Kristine’s Disclosures: Kristine is a consultant and trainer with Pride Institute, and owner of Dental Influencers, LLC.