Goals of Case Presentation and Treatment Acceptance
Case presentations are based largely on communicating specialized health care information to patients who are nearly always laypeople - therefore, they shouldn’t be long or drawn out. Time requirements are determined by how long it takes the presenter to achieve the necessary communication, i.e., 10-20 minutes. Case presentations should be thought about in advance so information is clear and concise. The most effective presenters are often those who take the least time - however, the presentation must never seem hurried.
It is impossible, of course, to compose a case presentation that will be appropriate for all dental professionals and all patients. It is essential for the presenter to use his/her own words and own manners of speech. Presenter confidence and enthusiasm can only come from experience and the desire to succeed. When dental professionals are convinced their treatment plans are the “right thing” for the patients, they soon develop an aura of confidence that is unmistakable and readily communicated. All patients need to feel a sense of concern from their health care professionals.
When patients have been sufficiently involved in the diagnostic process, case acceptance is almost guaranteed. If the patient detects that you are trying to “talk them into it” they will resist. The thing that turns people off the most is when they perceive that they might be talked into something. It is human nature to resist being told what you must do.
You Must Establish the BLT
Use the SWOT Rule
Weakness - Find out what bad experience that patient has had (their dislikes). “Is there anything you don’t like about coming to the dentist?”
Opportunities - What is the patient interested in for themselves from a dental perspective, i.e. what do they perceive their interest to be? This will clue you into their dominant buying motive. “If you had a magic wand, tell me what your teeth would be like?”
Threats - What are the patient’s concerns (objections) to having the treatment done, i.e., fear of pain, money or time. These threats must be addressed. “Is there anything that has kept you from getting your teeth fixed?”
When treatment planning your next case, consider this flow:
1. New Opportunity or Research (prior to arriving)
2. Pre-Approach or Pre-Heat (prior to arriving)
3. Initial Communication/Interview/Introduction
4. Opportunity Analysis and Discovery
5. Solution Development and Presentation
6. Patient Evaluation/Objections
7. Commitment to Buy or “The Close”
8. Service or Follow- Up
McKenzie Management offers professional training to yield significant improvements in securing patient commitment. View the Treatment Acceptance Training Program details HERE.
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