Healthcare has changed drastically over the past ten years. Technology, industrial relations, economic circumstances, government legislation, patient care and expectations have all influenced the changes we see within practices today.
Any practice continuing to offer and implement the same services, in the same environment, with the same expectations of team contribution would cease to exist.
Where customer satisfaction is fundamental to business success, the best results are achieved by practices that create a passion for continual improvement among every team member.
What Is a Culture of Continual Improvement?
Creating any sort of culture within your practice requires the constant reinforcement of a specific message. In the case of continual improvement, that message must be that it’s okay for team members to regularly review the way things are done, to question why they are done that way, and to ask if there is a better way of doing it.
This doesn’t encourage anarchy as some of you might believe. In fact, it does the opposite. By giving team members responsibility for moulding the practice, they develop a sense of ownership that is visible in the way they perform.
Let’s take selling as a prime example. Often, just using the word within the practice is like committing blasphemy. The notion that selling and professionalism cannot co-exist is still prevalent within the dental sector, along with the belief that patients do not welcome being sold to. I would like to dispel that assumption.
How Can Selling and Continual Improvement Unite?
Modern dentistry requires a whole new approach. It isn’t just about looking and finding problems, it’s about asking the right questions, explaining the options, educating and supporting, and offering the most appropriate services – in any other language that is selling.
A culture for continual improvement would insist that you consider whether your approach is as good as it could be – it would demand that you find ways to make it better.
So, in the interest of satisfying patients, and helping you to launch your culture change, here are my top six keys to success.
Master Your Communication Skills
Selling skills are only effective when we learn to communicate properly. We must recognise that people possess different personality traits that require us to change our approach.
What we say, how we say it, our tone of voice and our body language are all ingredients of communication that we must master. The ability to adapt will be even more crucial in 2021 with the growth or virtual consultations.
Understand Your Patients’ Needs and Wants
The patients who visit your practice do so because they feel some affinity for what you are offering. Your target customers are drawn to you because your services, your premises and your team all satisfy their ideal requirements.
In 2021, these requirements will likely evolve to include virtual consultations and remote treatment options. Revisit your target groups and look at how you are meeting their specific needs.
Understand What You Are Selling
We sometimes find that practice staff do not understand the products and services provided. They are confused with different levels of private treatment and can’t explain the differences between treatments or financial packages.
It is imperative for anyone who talks to patients to fully understand the products and services they are selling. It doesn’t have to be technical, but an awareness of the key features and benefits is paramount.
Present Monthly Payment Options
Make the buying decision simple by breaking down the investment into bites of reasonableness. The treatment required to give your patients the smile they desire won’t cost £4,000, it will be an investment of ten equal monthly payments of £340 with an initial deposit of £600.
It’s all about giving patients correct and honest information. To provide them with options that help them find ways to best suit their financial circumstances.
Close the Deal
How many ways do you know how to ask for your patients’ business? For example, when would you like to start? May I go ahead and book the appointment for you? Are you ready to proceed?
If you have fully explained the benefits of treatment, it’s not unreasonable to ask for a commitment from the patient. As the saying goes, what you don’t ask for, you don’t get.
Break Down Barriers and Concerns
What’s in it for me? Your goal is to generate a win-win outcome, and this is achieved by learning to overcome barriers and concerns. This comes from understanding your patients’ needs and wants and being able to express yourself without sounding pushy and forceful.
Learning to ask the right questions is the most important thing. Not all patients will be ready to proceed after the initial appointment, but don’t assume that they never will be.
