How to build trust with your dental patients (Hint: do it before offering your services)
By Keaton Marks
May 2, 2013
Immediately after I graduated from college, I decided to see the dentist. It had been a while. I didn’t think I would have to worry about cavities or gingivitis. I brush every day. I floss consistently. I never have tooth pain, so was prepared for a nice routine cleaning.
A hygienist came to the waiting room and called me forward. I sat down in the chair and she started her routine: X-rays, scraping with the metal pick, flossing, and fluoride. Nothing unexpected.
When she left, I sat for a few minutes before the doctor came to see me. Before two minutes had passed he said something along the lines of, “You should pay me $600 to fix your cavities.”
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Okay pal, I’ll call you and schedule soon. Thanks.
I never went back there again.
Six months later I visited a new dentist. I had recently moved to Dallas so I needed a new dentist (not that I would have considered going back to the previous doctor). My friend had referred their dentist so I decided to give her a shot.
She came out to the waiting room, introduced herself for 30 seconds, and went back to work. It was incredible. Those 30 seconds went a long way!
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I was taken back to the chair by the hygienist and went through the routine: X-rays, scraping with the metal pick, flossing, and fluoride. Then the dentist came back to join us.
She and I chatted for a few minutes about my business and how my call tracking works. Obviously there was some common ground we could talk about (side note: she recently joined Patient Pursuit).
Before long, she whipped this nifty computer screen in front of me so I could see what she was looking at. She was showing me what healthy teeth should look like and what cavities look like.
Oh, I do have cavities. Maybe I should schedule that appointment.
I probably don’t need to state this but I did end up spending money at her office and she did a fantastic job fixing my teeth.
Here is my point: 30 seconds in the waiting room, four minutes chatting with the patient, and some computer screens with a nifty digital imaging changed my mind. What can you take away from this story?
- Get potential patients in the office at all costs
Offer $15 exams, X-rays, and cleanings. Offer FREE cleanings. Just get them in the door. - Put some effort into speaking with the patient
Those five minutes of hanging out with me have already gone a long way. I trust her enough to have her fix my cavities. Plus, I like her, so I will send her referrals. - Show patients their teeth
If you do not have a digital imaging system that allows you to show patients their teeth, you are not building trust with the patient. Prove to the patient they need your services before offering them.
