I hear it every day, “I need more new patients.” And then with a few follow-up questions, I find out few people know how many calls they get, how many calls they miss or even how many new patients are qualified to begin with.
And even if you are using one of those fancy recording systems or following the ruthless protocols pounded into your heads by certain people in our industry.
… which destroys quality A-Patients by taking a person interested in relationship-based, individualized, life-changing dentistry and turns them off only so you can become a magnet for lesser quality patients. All because you conditioned them entirely wrong on the phone to begin with.
I can promise you this: in EVERY case I have yet to encounter a practice where I can’t increase their new patient value (as in, actual cash value of dentistry paid for by the average new patient within 30 days of their first visit), by going to work on their phone approach, dialogue, questioning and a few other things.
The other magical ingredient is the right person. Not just an “effective” script, as scripts are really overrated. It’s more than just what they say, but who and how they say it. It’s how smart, attentive and quick on their feet that really matters.
You can’t fix this with just some cookie cutter script or one size fits all pigeon holed approach that’s so robotic the patient immediately passes you off for “just another dental practice.”
If you master this part of your new patient experience, you will be surprised at how many more new patients you can get overnight. Certainly, you’ll notice the difference within 30 days just by focusing the point and desired outcome of the phone call differently.
Today, a real-life example. I do this for fun every once in a while, to keep my own skills sharp.
Here are 3 Questions asked and 2 Questions not asked. Had it been any other type of patient (as in a real patient, and not me – someone who knows exactly how to play the game and what’s going on better than anyone, obviously), he or she would have never scheduled the appointment.
And of course, the even bigger mistake at the end.
In bullet points this week, and then more details next week.
1st thing out of this person’s mouth: “What insurance will you be using?”
Now I will say that is better than it could be, however I know by the tone of her voice her next statement was going to be either “okay” or “we don’t take that.” She would have told me over the phone that they were out of network or she would have gone into some explanation centered around insurance.
The very first impression and point of the call now becomes an insurance discussion instead of a patient discussion. Simply unfortunate, impersonal and unprofessional.
2nd thing said: “Your first visit will be $X and then some tests will most likely need to be done and that is $X so it will be $400 – is that going to be okay?”
Again, this is basic stuff here, and yet this is just terrible. Literally this question followed the insurance question. There was nothing in between. It went straight into money for the visit and telling me what I need without even asking what I want.
I don’t know how this practice is even alive right now. These are the type of people that say nothing is possible but their results are from a lack of competence, proper systems and accountability. Their results stem from failing to truly put the patient first, not because a lack of opportunity.
3rd thing said: “Now our practice has a membership fee that you will have to pay every year, it’s $150…is that okay?”
Now, this is good news bad news. Good because that’s a great concept; they should have a membership fee. You should have one as a legit concierge practice. It is actually very easy to do and very profitable; most are just too scared or lazy to do it. This is a cover up for a discount insurance in-office plan probably, which isn’t sexy and really confuses patients. A membership program is much better.
Still you would never tell anyone on the phone about this. They haven’t earned the right to even invite me to be a patient, let alone a member. And the “is this okay?” closing is the worst language I could imagine.
There you have it, robotically in a row, just like that. Didn’t even matter what I said or how I responded.
What they didn’t ask that they should have…
How about this… “What motivated you to call today?” or “What would you like to accomplish on your first visit?” I could go on, there are a dozen questions that should have been in front of any of hers.
Next question they didn’t ask that they should have…
What they really needed to know was… What is going on with me right now, what are my concerns, problems, etc.
Here’s the worst part, I actually said “I’ve been having a problem with this for a long time now and it’s getting progressively worse…”
I set it up, told her everything and no compassionate response, no follow-up questions, no digging deeper, no expression of concern, no vote of confidence, nothing.
And the really big mistake at the end…
After scheduling the appointment, they would email me with paperwork. Nothing personal, no welcome materials or no interesting patient success stories. Just paperwork, me waiting for 2 weeks and them hoping that I show up.
Now, the really bad news!
Almost all patients do this… I had a list of practices to call. Each a possible pick for my new dentist. Most patients have this same list… just in case one was at lunch, one didn’t answer the phone or one couldn’t get me in fastest enough for my liking.
This practice made no emotional connection or compel me to want to know who these people are. I could have gone right down the list and kept dialing. They gave me no reason to stop and say “This is the one!”
Because they didn’t listen, didn’t ask, didn’t engage. They simply went down the checklist of nonsense from a cookie cutter call format, which got nowhere.
Well there you have it. That ought to be some things for you to go back to your team and talk about, think about and act on. By the way, this is for the phone but these same issues, questions and points of engagement happen at every point of the patient experience, new or existing.
Work on your questioning, control the dialogue and watch treatment acceptance magically become more effortlessly than you could ever imagine.
It’s all right there, you just have to commit to mastering it. Every word and sentence matters.
Here’s what I’m going to do… for the first time ever, for the first 13 very smart ambitious Doctors who ask for it… I’m going to mystery shop your office with a call to take them through the paces. We’ll see just how many ways and places you are either losing patients or shooting yourself in the foot by diminishing the value of would be A-Patients. You’ll find out what ways you are working against yourself or what you are doing really great.
Why? Because it’s your lucky day. With St. Patrick’s Day around the corner, doing something special for a lucky 13 doctors just makes sense.
If you want in, you better move fast. Oh boy, this is going to be interesting. Hit REPLY with your Name and Practice Phone Number. I’ll get to this in the next couple weeks. My assistant Diana will coordinate the results so you get my recommendations.
No money comes into your office that doesn’t first come through the phone. You know that. The first lines of defense, your website and your phone, are worth paying attention to – that’s for sure.
