Slow down to speed up: Barry Oulton discusses elevating the dental practice through effective communication.
In the non-stop busy world of dentistry, the constant time pressures, targets and desire to grow your practice and increase income can often lead to a hurried approach with patients. After all, if we are talking and not drilling, we aren’t earning – right?
However, the secret to sustainable growth and long-term success lies in a counterintuitive strategy: slowing down. By taking the time to truly connect with your patients, asking the right questions and responding with genuine interest, you can accelerate your income growth and build a loyal patient base.
Over the past 30 years of dentistry, I have seen a significant improvement in dentists’ incomes and patient satisfaction when more time is given to the consultation process, information gathering, discussion, treatment planning and treatment presentations. This truly is the key to being able to move away from a pain-driven business model to one of comprehensive care and more wants-based dentistry.
As an authority on dental practice ownership, communication and sales, I am here to guide you through this transformative approach.
Effective communication
Effective communication is the cornerstone of any successful dentist. It goes beyond merely explaining are some strategies to enhance your active listening skills:
Make eye contact: maintain eye contact with your patient to show that you are fully engaged in the conversation. This simple act can make a significant difference in how patients perceive your level of interest and care
Use open-ended questions: encourage patients to share more about their desires, concerns and experiences by asking open-ended questions. Instead of asking: ‘Are you happy with how your teeth look?’ you might ask: ‘Can you describe what’s important to you about the appearance of your smile?’
Reflect and summarise: reflect back on what the patient has said to show that you are listening and to clarify any misunderstandings. Using their words and not ‘translating’ into your own builds rapport and demonstrates that you were listening
Avoid interrupting: let the patient finish their thoughts before jumping in with your response. Interrupting can make patients feel rushed and undervalued.
The right questions
Asking the right questions is essential to uncovering patient needs and concerns that may not be immediately apparent. This not only helps in providing better care but also in identifying opportunities for additional services that can enhance patient outcomes and practice revenue.
Many patients have aesthetic concerns they might be hesitant to bring up, and many dentists feel awkward about highlighting something they notice for fear of upsetting their patient or perhaps coming over as pushy or salesy.
Ask about their satisfaction with their smile and if there are any changes they would like to see. ‘Is there anything about your smile you wish you could change?’ can open the door to discussions about cosmetic procedures.
My personal approach to this is by asking a question that ‘future paces’ my patient to consider their future self and how they would like their dental health and appearance to be.
Responding with genuine interest
How you respond to patient answers can make a profound impact on their overall experience. A genuine, empathetic response fosters trust and shows that you truly care about their wellbeing.
- Empathise: show empathy by acknowledging their feelings and concerns. Statements like ‘I understand that dealing with this pain has been really challenging for you’ validate their experiences and build rapport
- Educate: provide clear and concise explanations about their condition and the proposed treatment options. Use layman’s terms to ensure they fully understand. Saying ‘this procedure will help reduce the inflammation causing your pain’ is more reassuring than medical jargon
- Follow up: demonstrate continued care by following up on previous conversations. At their next visit, ask how they are doing with the issues discussed earlier. Saying ‘last time, you mentioned some discomfort while brushing. How has that been lately?’ reinforces your commitment to their health.
Financial impact
Slowing down your communication and taking the time to build meaningful relationships with your patients can lead to substantial financial benefits for your practice. Here’s how:
- Increased patient retention: patients who feel valued and understood are more likely to return for regular visits and continue their care with you. This leads to a stable and growing patient base
- Higher treatment acceptance: when patients trust you and understand the necessity and benefits of the proposed treatments, they are more likely to accept and follow through with them, boosting your practice’s revenue
- Referrals: satisfied patients are your best marketers. They are more likely to refer friends and family to your practice, expanding your patient base without the need for costly advertising
- Enhanced reputation: a reputation for exceptional patient care and communication can set your practice apart from competitors. This can attract new patients who are seeking a more personalised and caring dental experience.
Patient satisfaction
In the pursuit of growth and success, it’s easy to fall into the trap of rushing through patient interactions. However, by embracing the philosophy of ‘slow down to speed up’, you can transform your dental practice.
Effective communication, built on active listening, thoughtful questioning and genuine responses not only enhances patient satisfaction but also drives significant financial growth. I encourage you to adopt this patient-centred approach and witness the remarkable impact it can have on your practice’s success.
This article first appeared in Private Dentistry magazine. To receive a copy, sign up to Dentistry Club.
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