iDentistry The Journal identistry_jan_april2019 | Page 17

The Journal
We can use stories, metaphors and colorful
anecdotes instead of just clinical facts by
engaging maximum of their senses possible. It
might be very surprising to believe this truth that
such stories convincingly tap into the emotions
adding depth to the talks, making it surreal
sometimes. We just have to make sure that our
stories are relevant enough, concentrated and
should attract full patient attention making sure
to avoid idle gossip or unnecessary prolix. I will
quote a few stories as an e.g. here. We all
usually explain to the patient that a tooth has 3
layers. The other way is to tell them, it is like an
Indian family where generally it is the role of
father to protect family; same as enamel to
protect tooth. Dentin protects the tooth but is
sensitive just like mothers who are sensitive.
The one who needs maximum protection are
the children much like the pulp (nerves).
Similarly for orthodontic treatment, the story
can be weaved as “You are unique and beautiful
in your own way. God has made only one of you.
I am suggesting the treatment to treat the
functionality, not looks”. If the patient is esthetic
conscious, “God has blessed you with strong
functioning face, I am suggesting treatment to
enhance your looks and it will be fine with your
inputs because God didn't take your feedback
while making you. But I am not God, so let us
enhance your beauty with your feedback and
inputs, so that this time you have more control
over your beauty”. For implants patients, there
are many convincing points, but the end line can
be, “I can shave your natural teeth to give you a
‘Bridge’ but then we have no backup. With
implants you still have ‘Bridge’ or the ‘FPD’ as a
backup”. The back up can be correlated with
their life: for e.g. for a home maker; just like you
save money hidden from your husband as a
back up which can be life saving when the
situation arises, for a businessman; back up just
like you have various investments for hard
times to save you, etc. We can actually create
lots of stories depending upon patient
perception and attitude classification.
Most of us spend our lives as if we had
another one in bank ~Ben Irwin
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19. A word of mouth promise should never
be broken: We all make so many unfulfilled
promises to our patients which we usually don’t
keep. A couple of them are, "We provide the
best care in the area”, "Please be on time for
your appointment to help us treat you on time”,
"Why worry? I will complete all work in 3 sittings”
and “We use the best quality of materials” etc.
Firstly, let me be very clear; I am not saying all of
us make all these promises, secondly, all of us
break these promises and thirdly, it is just an
example of many tall promises made by
colleagues in various parts of country. The
difference between empty talk and promises is
that promises must be kept and if it turns out,
you over-promised, but under-delivered, just
remember to own up to it. Under-promise and
over delivery should be the mantra of every
practice, making sure customer (patient) is the
king. Being honest usually does pays off in the
long run. We all know the childhood saying, “A
promise breaker is a shoemaker.” We have to
make sure we follow it.
Promise a lot and give even more
~ Anthony J D’Angelo
20. Pull, don’t push the treatment options:
You and your team should be an advisor to your
patient and not a salesperson. Your demo
videos (demonstrations) & case presentations
should focus on patients, their needs and
wants, not you and your treatment alone.
Patients want to be empowered and informed,
not sold. Avoid the jargon with phrases like,
‘Here’s what you must get done,’ or ‘You need to
get this ASAP’. Instead use phrases like, ‘You
may want to consider our recommendation for
your particular case,’ or ‘This is what many of
our patients choose to do or have chosen to do’.
Always remember, there is a very thin line
between persuading and dragging the things.
A good dentist never gets on your nerves.
~ Unknown
Vol. 15
No. 1
Jan-April 2019