Orthotown Jan/Feb 2014 - (Page 44)
practice management // feature
by Landy Chase, MBA, CSP
For most practices I work with, adult cases represent between 20 and 30 percent of their total
patients. Most practices also feel that adult cases are a
more difficult "sell" than child cases.
Yes, they are, and there is a good reason for it.
If you want to improve your case acceptance rate
with adult cases, you must take a very different
approach to your adult-case consultations than
you do with children and parents.
My brother-in-law is a cosmetic surgeon, and his
patients are no different than your adult ones; the
decision to come in for a consultation is a personal
one that is often driven by strong emotional factors:
a newly single person who is about to begin dating
again, for example, or an individual so embarrassed
by the appearance of their teeth that they cover their
mouth when smiling. This may be the same person
who, as a parent, informs his or her kids that "you're
getting braces and you'll like it." But when it's their
own teeth, it becomes personal - and you need to
adjust your consultation to deal with that.
If you want to have more adults start treatment,
you must set aside your routine consult process and
make a quality connection with the person. This
takes place in two steps. The first occurs at the beginning of the visit and focuses on gaining a clear understanding of what is motivating your visitor. This
requires good interpersonal skills, good eye contact
and, most importantly, good questions, such as:
* What has motivated you to come in today?
* What do you not like about your smile?
* How does this condition affect you in your
daily life?
* What do you hope to accomplish by having
orthodontic treatment/how would you
define a successful outcome?
The second step follows the assessment and
recommendation of the doctor. The treatment
coordinater should tie treatment into the patient's
dominant buying motives during the appliance
presentation. Here are some examples:
* "Treatment will help you to make a great
first impression, because a person's smile is
the first thing that people notice."
* "Having your smile corrected will provide
you with a life-time of self-confidence, and
you'll never feel the need to cover your
mouth when smiling again."
* Documentation of studies that support
points like these can be found on the web,
and are highly useful.
The reason that adult cases are difficult to start is
simple: If you want to persuade an adult patient to
start treatment, you have to make it personal. First
identify the visitor's problem, and then match your
solutions to their desired outcomes. To put it another
way: Stop treating adult cases like child cases. They
have nothing in common with one another. ■
How does your practice get more adult cases? Visit Orthotown.com/magazine.aspx and tell us!
Author's Bio
Landy Chase, MBA, CSP, is the leading authority in case acceptance improvement for orthodontic practices. He
is the author of two books on the subject: Yes to Treatment and The Book of Pearls, Volume I. For more information on his firm's services, or to order copies of his books, visit www.yestotreatment.com.
44
JANUARY / FEBRUARY 2014 // orthotown.com
http://www.Orthotown.com/magazine.aspx
http://www.yestotreatment.com
http://www.orthotown.com
Table of Contents for the Digital Edition of Orthotown Jan/Feb 2014
Orthotown.com Highlights
Wired for Success: The Customer Service Game
Lower Incisor Extraction – Anyone Have Photos?
Topical Anesthetic for TAD Placement
Staff Treatment and Clocking In
Office Visit: Work of Art
Orthotown Townie Choice Awards
The 10 Most Important Practice Management Statistics Orthodontists Should Track
How to Start More Adult Cases
Stand Up and Stand Out
Ad Index
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