“People don’t like to follow pessimists” is one of my favourite quotes from Bob Iger, former CEO of Disney. In his book The Ride of a Lifetime, Bob Iger outlines 10 principles that helped him succeed as a leader. His first principle is optimism. He says, “Optimism is about believing in yourself and your employees’ abilities”.
An effective practice ensures that every member of its team has a purpose that is fully utilised for the practice’s benefit. Yet I often see staff who aren’t reaching their full potential, so they become bored or complacent.
While every member of the team represents a cog in your wheel of success, there are key staff who will help you steer the business towards your main objective. They may include your business manager, head of front-of-house, treatment coordinator (TC), lead nurse or a social media or marketing champion.
Empower Your TC to Increase Your Case Acceptance
I would like to explore the use of your treatment coordinator in particular, and how you can empower them to maximise their abilities and increase your case acceptance.
You may think that in financially challenging times, the last thing you need is a new member of staff. However, for a practice to thrive and prosper in a difficult financial climate, it must be more efficient, competitive and profitable.
Virtual consultations are becoming the new norm, and a TC will support you enormously with this new way of working. Training your TC to offer both types of consultation is essential.
What is the True Role of a TC?
A TC is someone in your practice that, with the right skills and training, will facilitate the new patient process. A TC can often save up to 60% of doctor time.
The TC must possess certain skills, for example, they must be a self-starter, well organised and a good team player. However, a crucial skill for a TC is to be a great listener. Understanding what the patient wants is key to your case acceptance.
I once asked Mary, a Treatment Coordinator for a well-known specialist practice in Ireland, “Why do you think the TC role is vital for the practice’s BIG picture?”.
Mary’s response was, “It really is the gold standard in customer service and patient care”. I couldn’t have described it any better.
What Are the Responsibilities of the TC?
The Primary role of the TC is to bridge the gap between the new patient and the practice. I encourage TCs to monitor the patient’s journey throughout as this helps to build that valuable patient and practice relationship, helping your patients to become your ambassadors.
Whether you have a TC in place or you are considering a new position in your practice, you should ask the following questions when assessing the role:
- Does your TC have effective questioning techniques?
- Do they understand the features and benefits of each brace option you offer?
- Are they confidently presenting payment options?
- Do they know appropriate objection handling techniques?
- Do they genuinely get patients excited about treatment?
Can the Role be Filled Internally?
There are no hard and fast rules. It depends on the size and aspirations of your practice and the qualities of your existing staff.
Only this past month, a clinician and I were able to shortlist 4 out of 15 team members as possible treatment coordinators. After virtual training and meetings, we decided to share the role between two members of staff.
I have also assisted practices with hiring TCs with no dental experience whatsoever. It’s more important for the role and person to fit your practice needs and culture.
Should You Pay Your TC a ‘Sales’ Bonus?
Bonuses are a dividing topic between many clinicians. However, my answer would be yes. Providing the bonus is attached to realistic objectives and your TC is looking after your patients throughout their journey. Don’t forget, TCs will encourage existing patients to refer others.
Investing in Your Team Is Key to Your Recovery Strategy
Investing in your support staff now will be key to your recovery strategy and provide you with a strong competitive advantage post-pandemic.
If you need advice on increasing your case acceptance, please get in touch for an informal chat. I can help you to realise the potential of your support staff or improve the performance of your existing TCs through virtual or face-to-face coaching.
