Dental practices lose patients by making common mistakes in patient communication, office culture, and clinical interactions, such as forcing elderly patients to use technology, asking patients to repeat their chief complaint multiple times, and making inappropriate comments about patient anatomy, to name a few.
- Avoid asking older patients to fill out online forms or scan QR codes; instead, conduct in-person medical history interviews for better results.
- Identify new patients immediately upon arrival and never ask them to repeat their chief complaint more than once.
- Refrain from using sophisticated dental terminology that confuses patients; accept their casual language like "cap" or "eye tooth."
- Maintain a clean, professional office environment by avoiding cooking strong-smelling foods like onions in staff areas.
OK, more like 10 ways, but you get it. I hesitate to criticize any of my team members, especially the nonclinical ones, mostly because I don’t want to answer the phone or do sterilization. But here are a few quick turn-offs worth looking out for, whether on your team or in the mirror.
Demand that an older patient fill out online forms
They can’t and they won’t. There is a generation being forced to use technology, and they are fighting it at every turn. Their flip phone camera can’t scan a QR code, so stop asking them to. Want to set yourself apart? Sit down with them and do the intake as a “medical/dental history interview.” Not only will you save everyone the frustration, but you will also end up with a much more in-depth, comprehensive set of answers.
Greet a new patient with 'How can we help you today?'
How many 50-year-old Susans are on the schedule at 11 a.m.? New patients (and existing ones) should be identified immediately, as if you’ve invited someone over for the first time and you’re expecting them.
Have the patient repeat their chief complaint
Dr. Katelyn Gunn.
This might lose patients and patience faster than insurance issues. Consider that they’ve called the front office. That’s one. Now they’ve told your assistant and, hopefully, explained in detail. That’s two. So for the doctor to come in and ask a third time? It happens at medical offices all the time, but we know better. Do better!
Talk poorly about their 'other' provider
We’re all in this together. If you had done a subgingival DO composite on tooth #15 that turned out less than ideal, would you want the next provider to drag you through the mud? We do technically difficult procedures all the time, and it’s so important to give other providers some grace (as long as they’re not being grossly negligent, of course). You’ve already won if they have come to you for help, so you have nothing to gain by putting down someone else.
Fail to verify benefits
This isn’t a fun one. Sometimes it means several minutes on hold or scrounging through portals. Many artificial intelligence software companies are pushing tools that either do this for you or at least handle the background work. But it’s important for patients to know what to expect, within reason. We are still considered a “service” industry, and this is a large part of that service.
Make weird references to a patient's anatomy
Your patient is uncomfortable. Regardless of your spa menu, dentistry is invasive. I’ve heard with my own ears a provider say, “Your tongue loves me,” or comment on a uvula. Stop it. Don’t. It’s weird. If you’re struggling to make small talk, just default to the weather, like everyone else.
Present a treatment plan based on your perception of their ability to pay
This happens all the time, especially in my part of the world, where farmers and oilfield workers come to town without the time to clean up. Not always, but trust me, they can pay for that full-mouth rehab. They just haven’t ever had someone explain its importance and justify the associated fees.
Burn food in the staff kitchen or break room
Onions. No onions, ever. Any real estate person will tell you how important smell is to a first impression. That smell is ingrained in their memory without them even knowing it. You have a clean, sterile, fresh establishment. Don’t let the microwave take that from you.
Leave a bur and a bloody 2 x 2 gauze on the floor for all to see
This is so obvious, but, wow, it still happens. Maybe one assistant is chairside and another is helping her clean, and somewhere in the mix the patient decides to get up and go to the restroom. Then no one looks at the floor at the foot of the chair again, except the next patient. Another place to always double-check is behind the chair when it’s upright. Things fall and go unseen when the chair is still laid back.
Talk in sophisticated dental terms
“Torus? As in Jewish law?” What? Stop it. If a patient says “cap” or “eye tooth,” please don’t correct them. They are well aware that you are educated and have a sophisticated dental vocabulary, but they will simply not accept treatment if they’re confused or made to feel stupid.
I hope this article finds you well and maybe even made you laugh a little. Stay humble, stay kind, keep serving what our patients are deserving.
Dr. Katelyn Gunn is a graduate of Midwestern University. Her practice, Tumbleweed Dental, in Amarillo, TX, is founded on efficient practice models and quality care. Gunn is active in the Texas Dental Association, the ADA, Spear study clubs, Mommy Dentists in Business, Arrowhead CE, and Catapult Education. She is a proud wife and mom to three girls.
The comments and observations expressed herein do not necessarily reflect the opinions of DrBicuspid.com, nor should they be construed as an endorsement or admonishment of any particular idea, vendor, or organization.
