New Options in Patient Education

Skillful communication is key to case acceptance.

by Christopher Pescatore, DMD

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One of the keys to practice prosperity is the ability to diagnose and educate our clients so they accept the necessary treatment we recommend. Over the years, we have seen many methods, techniques, and educational products to help us. After all, if our clients only knew what we know (or understand), then everyone would accept treatment, right? Well, we would hope so. That's why patient education is so critical. If they don't know about it, how can they accept it? I guess our job can be summed up best by a quote from Dr. Harold Wirth: "People have the money for what they want whether they need it or not. It's our job to make them want what they need."

Today, a patient's first visit to a dental office follows a very common pattern. We have the patients fill out the necessary paperwork, give them a tour of the office, perform a comprehensive examination, and take the necessary records. The exam and records could include radiographs, periodontal recordings, oral cancer screening, examination of their existing dentition, and the status of their current restorations. Also included in this data gathering could be impressions for diagnostic models, an evaluation of the temporomandibular joint, or even palpation of the muscles. From this information, along with the patient's chief complaint, we generate a plan of treatment and present it the patient. For most dentists, this is where the awkwardness comes in — presenting the recommended treatment.

So where does this awkwardness come from? Mostly, it's the fear of rejection, the fear of "No." Sure, we are recommending the same treatment we would prescribe for a family member, but it is still uncomfortable. Our training does not delve into this part of dentistry; it spends all its time on clinical aspects, not interpersonal skills.

Interpersonal skills are essential, and, if we do not possess them, then our staff members need to develop and use these skills. Someone must possess the "gift of gab" to create the necessary rapport with patients. Someone must explain the proposed treatment in terms a layperson can understand (and if the dentist is unable, hopefully a staff member can). But what happens if it is uncomfortable for everyone in the office? What happens if no one has the time or ability to effectively communicate with patients? What happens if the treatment plan is explained incorrectly or in a strained or unpleasant tone? There are many variables in case presentation, and it would be nice to eliminate or control them.

The way that has worked well for me over the years — both in the transition of my practice to provide more comprehensive restorative care and now strictly elective cosmetic procedures — relies on one principle: Simple, effective, visual, and nonjudgmental patient education. Patient education is the key — that is no mystery — but it's how you educate and the tools you use that makes the difference.

Effective patient communications made easy
We need to relate to patients and educate them on their terms. I noticed that there were many common questions for certain treatments, certain concerns, and certain responses that convinced them to proceed with treatment. I put together a program that would co-present with me as well as with any member of my staff. It's a program that could even explain the necessary information by itself — an "interactive" system. That is how I came up with the title of the product, Endless Possibilities™.

I found it to be endlessly versatile and effective. Better yet, my staff loved it. If the staff enjoys using something, it gets used. They found that it answers the most common patient questions and concerns by being proactive in its approach.

Endless Possibilities became a reality because of a shared vision with a dental laboratory. Fred Walke, COO of MicroDental Laboratories in Dublin, Calif., saw the unlimited potential of a product that would explain procedures and techniques in a nonthreatening, informative fashion. As a dental patient himself, Walke could relate to the explanations, the before-and-after photos, and the talking animated character who narrates the story and addressed concerns. He felt that people would not only accept the recommended treatment, but also tell their friends about their educational experience. It allows laboratories to showcase their cosmetic talents along with dentists who are doing more cosmetic procedures and comprehensive dentistry.

You're the expert
The approach to patient education is what makes it so unique and effective. From the very beginning, the dentist is portrayed as the expert. The patient is made aware of reading material and brochures available to take home, thereby marketing your practice. Patients are encouraged by the talking animated character to ask questions and see what modern dentistry has to offer them. The program consistently talks about alternatives to more traditional dentistry, as well as the extensive training and education that is required to perform these newer techniques and procedures. It makes the dentist the expert.

The program is simple. Once you have decided on the treatment plan, you or a staff member takes the patient to that particular section in the program by using the menus. These six menus are then further broken down into submenus.

Along the way to the desired topic, and especially once there, the program's animated talking character will explain the procedure and why it was recommended. The program concentrates on the benefits to the patient by using "before" and "after" photos of very common scenarios in dentistry and some not-so-common ones. For instance, there is a whole section on full mouth reconstructions, why it is being recommended, the benefits and what's involved, and before-and-after photos of cases to show the final result. More importantly, it strives to instill confidence in the dentist by thoroughly explaining everything involved in the procedure.

Optimizing the skills of staff members
In many busy offices, the one thing that we tend to overlook is the relationship of the patient to staff members. The staff needs to know how to talk about the necessary treatment. This is a very important factor in generating revenue for our practice. In general, patients relate to staff members better, and therefore trusts their judgment and recommendations. So it behooves us to provide tools for them to use that will make the process more entertaining as well as educational. That way, the information is absorbed and understood more effectively. Dentists can feel confident that the treatment being presented will be explained correctly and with a consistently pleasant and tactful delivery. A staff member can easily direct the patient to the appropriate areas in the program. This frees up your time for dental procedures.

Endless Possibilities has enabled me to do the type of dentistry I love to do. It has enabled my staff to enjoy educating patients, and it has enabled patients to thoroughly understand the treatment and become excited about it.Someone once said, "Talk is cheap." It is only cheap if you can't show them what you are talking about. The program takes care of that for you. The end result is a successful practice where patients appreciate the dentistry you've done, and the staff is enthusiastic about helping to provide your services. The more successful a practice becomes, the more time we have to really build those valuable relationships. This can only make a practice that much more successful.

Life is too short — too short to do things we don't like doing, especially on a day-to-day basis. The key has always been education. Continually educate yourself, and then educate your patients about what you love to do. Your enthusiasm will be contagious.

Six core menus are within the Endless Possibilities program. Each main menu consists of submenus:

Main menu