Author: David Schwab Ph.D.

One of the most interesting developments in dental practice management in recent years has been the opportunity to beam into far-away offices via Skype for team training.  While I still spend many days on the road presenting dental seminars and working with clients in my dental consulting business, I enjoy conducting virtual meetings with team members in Virginia one day and California the next without leaving my office in Florida.

My Skype training sessions are not webinars, because they are not lectures.  These are back-and-forth interactive meetings where good discussions and qualitative learning take place.

During a recent Skype session, I was telling the team, including the doctor, about the importance of letting patients know that the practice is accepting new patients.  I explained that typically many patients either do not know if the practice is open to new patients or they assume that because it takes time to get on the schedule, the practice may be closed to new patients.

I saw the expression on the doctor’s face.  He had an “aha” moment.  He suddenly realized that he could not assume that his patients would refer to him, because many patients, although very happy with his office, simply did not know that he would welcome new patients.

There are many ways to get the message out: systematically letting patients know through brief yet effective verbal messages, effective wording on the practice website, advertising, and good interior and exterior signage with the “new patients welcome” message.

The good news for doctors is that they have not fished out the stream.  There are still many potential patients who would come to the practice, if their friends and family—current patients of record—were encouraged to spread the word.

The office team I was training that day on Skype took notes and made a commitment to shift their internal marketing into high gear.  I could see the enthusiasm on their faces—another great advantage of video meetings.

I recently interviewed a doctor to develop dental patient education videos for his practice.  The doctor’s winning personality and professional demeanor came across very well on video.  He has a very fluid and easy speaking style and he inspires confidence.  This doctor asked me a great question.  He wanted to know if his interview answers should contain just the positive side of dental procedures or whether he should also talk about potential complications to cover informed consent.

My answer is that we have to make a distinction between relating positive stories to patients as part of patient education and sitting down with a patient to discuss a specific treatment plan.  For purposes of a patient education video, the doctor has every right to talk about success stories.  As long as the information is totally factual, there is no problem.  If the success rate with dental implants in his office is 98%, he can say that.  If  a patient told him with tears in her eyes that the treatment he provided “changed her life,” then that is a powerful human interest story that he should share.

Patients are looking for solutions to their problems, and doctors routinely solve problems and improve the quality of patients’ lives.  Quoting statistics accurately and relating positive comments from patients are perfectly acceptable ways to get the word out about services provided.

When discussing a particular course of treatment recommended for a patient, the doctor should explain that every dental procedure comes with risks.  The documentation of informed consent should be thorough, consistent, and systematic and done in accordance with all applicable laws.  However, the need to review the possible complications of a procedure should not prevent doctors from truthfully stating that they have successfully treated many patients who are now very happy with their results.

In practice management, think of patient education as talking up dentistry to get people’s attention.  The goal is to make patients aware, peak their interest, and motivate them to come to the office to learn how dental treatment can help them.  Once the discussion turns to the patient’s individualized treatment plan, informed consent should be part of the process so that the patient can make a fully informed decision.