Brett Churnin, June 2018 

When diagnosing as a dentist, there is always the chance of a backlash from patients where they could react negatively. 

Sometimes it is about the price, and other times it is because they didn’t realise what is actually happening in their mouth.

There are also larger risks; patients posting negative reviews online, or seeking litigation against you for being misinformed.

The key to reducing these risks comes down to clear communication.

In Primespeak, we use these four important techniques to help reduce the risk of patient backlash dramatically.

1. Mention the cost up front

One of the reasons that patients can sometimes be shocked about the cost of dentistry, is that they have no real frame of reference. They often think that everything will be covered by healthcare plans, or that the minimal treatment costs the same amount as the optimum.

One way to reduce this confusion is to mention the cost up front. Using a technique called a Fee Range, you can mention “that some patients can sometimes spend a few thousand up to 50 thousand dollars or more, depending on what they choose to do”.

While these numbers may sound large, be very clear you are not saying it is the patient themselves spending it, rather that other patients have. This plants the idea that you will be explaining more expensive options later during the consultation.

Using a Fee Range helps to reduce the ‘sticker shock’ - By hearing a larger price earlier, it means they are more accustomed to it when you mention it later. No matter what course of treatment they decide, you are then able to explain the options up front.

2. Explain the reality of things getting worse

To reduce the chance of patients reacting negatively to bad news about their dental conditions, you can also explain to them the reality of teeth and gums and how things naturally degenerate over time. You can use the analogy of a road that slowly gets cracks and potholes, and this makes them understand that it could be happening to them as well.

By using 3rd party descriptions or metaphors, the more the person will start to understand the reality, and will see it something that could also be happening to them. It will in essence break the homeostatic mindset, the idea that things stay exactly the same no matter how long. The reality is that the mouth is constantly degenerating, and letting patients know this helps them own the issue better.

3. Build trust to reduce bad patient reviews

Often when patients feel a lack of trust, or feel like they are being sold to, they will react by posting negative reviews on websites. These can have a hugely negative impact on your practice image and brand, so it is important to do all you can to reduce them.

Make sure to build as much trust as possible with the patient during the initial meeting. Gather some personal information about them over the phone, and ask questions about them both personally and about past dental experience. Doing this lets the person talk and become more comfortable with you.

You can also explain that your role is to give them options based on what conditions you discover and to explain the pros and cons so they can make an informed decision. Doing this makes them feel more in control.

A person who feels listened to, who likes you and feels like you are giving them a choice is much less likely to post negative reviews online, or speak badly about your practice.

Write down all options, and have the patients sign that they understand them. If they agree to a specific treatment option, it can also be worth getting a signed and scanned copy of the detailed plan.

Finally, you may also like to take photos for records and give a copy to the patient, so they can clearly see what is happening.

If after clearly explaining the condition the patient still refuses treatment, you can ask them signed an informed refusal form simply stating they understand everything, but have chosen not to go ahead with treatment in your practice.

These are four simple ways to get the patient into a more trusting, comfortable, informed state. By using them with courtesy and calmness, you are much more likely to win the patients over and keep them for life.

>> Click here to find out more on The Power of Good Patient Communication.

Learn how to communicate more effectively, NEVER get rejected and build trust with patients while conducting the new patient exam in an ethical, structured way at Primespeak Seminar.