Every dentist has had it happen to them at some point—a patient refuses to follow through on their treatment plan. In my experience, the most common reasons are a lack of trust or a lack of urgency to seek care. As practitioners, we know a pain-free mouth is not necessarily a problem-free mouth. It is up to us to educate and engage our patients properly, without overwhelming them. This is the art of case presentation.
Set the stage
The process of case acceptance begins well before the patient sits in the dental chair. The way we invite a patient into our space sets the tone for all interactions that follow. Forming a personal relationship with the patient is an obvious step, but there are so many other ways to connect with them.
In my office, I have a sign that reads, “Welcome to our happy place.” It is the first thing my patients read when they walk through the door. Along with the calming effect of a cream-colored, Nordic esthetic, the sign really helps my patients feel like they are entering a safe space. This is not a place where they dread the dentist—it’s a place where everyone is there because they want to be there. From décor to the organizational flow of appointments, you communicate with your patients well before you speak to them, whether you realize it or not.
Being on the patient side many times before I became a dentist, I can confirm this idea. There were times when I felt comfortable because an office was clean, well-run, and inviting. And there have been times when I felt the opposite. Those seemingly small details matter in terms of building credibility and putting your patients at ease. Whenever you are making choices, keep your patients in mind—how would this make them feel?
Foster a positive environment
Positivity is the cornerstone of my practice. It starts with me and my staff, and then my patients feed off that good energy. Since going to the dentist can be a nerve-wracking experience for some patients, it is important to exercise extra reassurance.
Besides willingness to learn and a solution-oriented mindset, a positive attitude is one of the most important traits I look for in my staff. I think it has paid off, because I have retained 100% of the staff members who were with the practice when I bought it. My team is incredible, and we share in all our successes.
There will always be hiccups or strategies that need to be adjusted. But when you cultivate a positive environment, you and your patients will feel like you can overcome any obstacle. Patients who feel supported are more likely to be receptive to treatment. A positive staff is more fulfilled and less likely to quit, in turn creating a better environment for patients. Positivity is great for everyone!
Use technology to empower
Outside of environmental factors, digital technology has become my most valuable asset in case presentation, by putting my patients in the driver’s seat. I use a combination of several different imaging tools during wellness scans. Not only can I see exactly what’s going on, but so can the patient. They get a visual of their own mouth that they can interact with in real time. That way, they don’t have to rely on what I am telling them; they can see it for themselves.
Often, one of the first questions my patients ask when they see a scan is: Are my teeth really that yellow? It’s an ice-breaking and humorous moment, but it helps me start that conversation with them. As I go through their scan, I narrate exactly what I am seeing and contextualize what they are looking at. In turn, I encourage them to ask questions and keep the dialogue going back and forth.
Education is everything when it comes to case acceptance, but it also goes beyond that. For me, it’s not just about sales; it’s more about empowering patients and allowing them to be their own best advocates. I want my patients to feel their best and do their best.
Technology has been life-changing as far as giving patients the understanding that they need to take action. Two of my most used technologies for case presentation are the iTero scanner and Overjet AI.
iTero scanner: I use an iTero scanner to perform wellness scans on new patients and once a year on returning patients. The intraoral scanner is easy to use and provides detailed, 3D pictures that display on-screen in color. I use it to diagnose and communicate with my patients.
Overjet AI: Overjet AI is an additional tool that allows me to visualize data points on radiograph scans. It shows millimeter measurements between teeth and annotates problem areas in color, demystifying x-rays for patients. The AI model is trained on millions of cases and is FDA-cleared to accurately identify oral pathologies.
In my practice, I alternate using these two technologies during regular six-month-interval checkups. They are an integral part of my wellness and preventive protocols and have increased my case acceptance rates significantly.
Involve your staff in treatment planning
Because the technology is so user--friendly, I make sure my staff knows how to use it too. This means everyone in my office has a certain level of expertise related to treatment planning. When patients ask questions, my staff can speak to the treatment choices I have made. This adds another layer of synergy and credibility to my practice.
Having your staff be an extension of your knowledge base is extremely helpful for case presentation and case acceptance. When everyone is on the same page, your staff can act as spokespersons for your methods. Additionally, empowering your staff feeds into the team mindset and adds even more positivity to the work environment.
Ditch the laundry list
Almost no patient is going to be ready to sign off on a huge list of procedures right off the bat. An important part of case presentation is making it digestible for patients.
In my practice, I always start with periodontal condition as the priority, and then move on to restorative, functional, and cosmetic concerns. That way, the patient can focus on one item at a time. I always emphasize that we can work with them and that there’s no pressure to finish everything all at once.
I also like to add a personal touch to their appointment calendars to remind them why taking care of themselves is important. When a patient sees milestones like “daughter’s wedding” or “son’s graduation” attached to their appointments, they are given an extra incentive to get their smile in great shape. This can be done by feeling out your patient’s upcoming life events, and it’s as simple as adding a personal note to their appointment reminders.
Attract your ideal patients
Finally, case acceptance is at least in part achieved by connecting with the right pool of patients. I steer clear of social media marketing and instead rely on word-of-mouth recommendations. A lot of my patients are gracious enough to talk me up on Facebook forums and Nextdoor posts, which expands my network organically.
Although different ways of marketing are successful for different practices, I have found that this method works well for attracting patients who are open to treatment and who want to work with me specifically. Presenting myself in a way that is authentic has allowed me to serve patients who are motivated and share my positivity.
It’s a delicate art
Case presentation is a delicate art, but with the right tools, every dentist can improve their rates of case acceptance. I always say, a well--educated patient will almost always make the right choice for their health. By digging into the details, evaluating your communication style, involving your staff, and utilizing advanced technology, you can help your patients and achieve great results for your practice.
Editor's note: This article appeared in the October 2024 print edition of Dental Economics magazine. Dentists in North America are eligible for a complimentary print subscription. Sign up here.
