The art of ethical selling

Tracie Barnett shares the key principles treatment coordinators should uphold to maintain high ethical standards when ‘selling’.

As dental treatment coordinators we play a crucial role in bridging the gap between patients and the dental care they need. Ethical selling is an essential part of our role, ensuring that patients receive the best possible advice and treatment options without feeling pressured or misled.

While the term ‘selling’ might not fully capture the essence of our role, the reality is that ethical selling is deeply intertwined with building and maintaining strong relationships with patients.

Here are some key principles and practices to guide you in maintaining high ethical standards in your approach…

Ethical selling principles

1. Building trust through transparency

Transparency is the foundation of ethical selling. Patients need to trust that the information you provide is accurate and comprehensive.

Clear communication: Be honest about the benefits and risks of each treatment option. Avoid using jargon that might confuse patients, and ensure they fully understand their choices
Detailed cost breakdown: Provide a clear and itemised breakdown of treatment costs. This helps patients understand what they are paying for and avoids any surprises later on.

2. Prioritising patient needs

Ethical selling means always putting the patient’s best interests first. Your recommendations should be based solely on the patient’s clinical needs and personal preferences.

Individualised treatment plans: Tailor your treatment recommendations to the specific needs and circumstances of each patient. Avoid a one-size-fits-all approach
Informed consent: Ensure patients have all the information they need to make an informed decision. This includes discussing alternative treatments and the potential outcomes of each option.

3. Avoiding high-pressure tactics

Patients should never feel pressured into making a decision about their dental care. High-pressure tactics can erode trust and lead to dissatisfaction.

Respecting decision time: Give patients ample time to consider their options and ask questions. Follow up appropriately but avoid pushing for immediate decisions
Supportive approach: Offer to schedule follow-up consultations to address any lingering questions or concerns patients might have.

4. Managing conflicts of interest

Conflicts of interest can undermine the ethical basis of your recommendations. It’s important to remain impartial and transparent about any potential conflicts.

Impartial advice: Ensure that your treatment recommendations are based solely on what is best for the patient, not on financial incentives or sales targets
Disclosure: If there are any potential conflicts of interest, such as relationships with suppliers or financial incentives, disclose these to the patient.

5. Maintaining professional integrity

Your professional integrity is key to ethical selling. Uphold the highest standards of honesty and integrity in all your interactions with patients.

Truthful advertising: Ensure that all marketing materials and communications are honest and do not exaggerate the benefits of treatments
Continuous education: Stay informed about the latest developments in dental care and ethical practices. Regularly update your knowledge and skills to provide the best possible care.

6. Ethical marketing and communication

Marketing plays a significant role in attracting patients, but it must be done ethically.

Accurate information: Ensure all promotional materials accurately represent the treatments and services offered. Avoid misleading claims or promises
Patient testimonials: Use patient testimonials responsibly. Ensure they reflect genuine experiences and do not create unrealistic expectations.

7. Handling patient complaints

Effectively and ethically handling patient complaints is crucial for maintaining trust and professionalism.

Open channels for feedback: Provide clear information on how patients can raise concerns or complaints. Make it easy for them to share their experiences
Responsive action: Address complaints promptly and thoroughly. Listen to the patient’s concerns, investigate the issue, and provide a clear resolution process.

Relationship building

While ethical selling is an important part of our role, it’s equally important to focus on building and maintaining strong relationships with patients. Our primary goal is to foster trust and understanding, ensuring that patients feel comfortable and valued throughout their treatment journey.

By cultivating positive relationships, we create an environment where patients feel confident in the care they are receiving. When patients trust and like their dental care team, they are naturally more inclined to accept treatment recommendations and remain loyal to the practice.

Our role is not just about presenting treatment options, but about listening to patients’ needs, addressing their concerns, and guiding them to make informed decisions that are in their best interests. Ethical selling in this context means providing transparent, honest information and supporting patients every step of the way, ensuring they feel empowered and respected.

Conclusion

Ethical selling in treatment coordination is essential for building and maintaining trust with our patients.

Ethical practices not only foster patient loyalty and satisfaction but also contribute to the overall success and reputation of our dental practice. By continually reflecting on and integrating these principles into our daily responsibilities, we can navigate the complexities of dental treatment coordination with confidence and integrity, ensuring that our patients receive the best possible care.