Orthotown July/August 2020 - 47

Of course, another "must" in making
treatment simple and accessible is making
sure we have removed barriers to financing
and have streamlined the treatment process.
When we do this, patients reward the
orthodontic practice by accepting what we
are offering-beautiful smiles and increased
confidence.
Notice that I didn't say "buying what
we are selling," because we are not selling.
We are passionate believers in what we
do and the difference we can make in
people's smiles and, more importantly,
their confidence. We are more than smile
fixers; we are confidence builders and life
changers. If you take nothing else away from
this, always remember that the work we do
makes an impact and we must passionately
communicate our beliefs that a smile makes
a difference, that we are genuinely excited
for our patients and that they're not going
to get better care anywhere else.
To offer that kind of care and service
and instill that kind of confidence in our
patients about our practice, we have to make
sure to stay on trend and up to date with
what's happening in the world, be open to
new ideas, new technologies and new ways
of doing things, and offer options that
other practices may not. This is a different
time and generation than the one most of
us grew up in, and while we may be set in
our old ways, having an open mind and a
willingness to try new and different ways of
doing things has the potential to open new
doors and attract an influx of new patients
(especially those who have grown up in this
virtual, modern world). Again, the virtual
consultation is one way of doing this.

Exceeding expectations
We can't forget that the virtual consultation is not just a screen test-it's a real, and
very important, appointment. As a result,
there are a few things that need to be kept
in mind and acted upon to make it work.
First, as the saying goes, "You never get a
second chance to make a first impression." The
virtual consult is your moment. Be amazing.

Put as much effort (if not more) into making
patients feel comfortable, expressing your
excitement at being given the chance to
help them achieve their dream smiles and
assuring them that they are a priority and
that you'll give them the best service and
care possible.
Here's a real-world example: Have you
ever been excited to see a blockbuster at the
theater? You've heard all the hype and your
expectations are high. You buy the tickets,
shell out for the popcorn and candy and can't
wait for the action to start. But two hours
later, you walk out with $50 less in your
pocket and even less enthusiasm because the
film was a total bust.
What happened? Your expectations didn't
match the reality. Don't let that happen when
it comes to your virtual exam. Put in the
work and training so that the hype matches
your patients' expectations for an amazing,
blockbuster experience.
Second, acknowledge and understand
that people who choose a virtual exam are
committed. As mentioned before, if someone
is willing to take the time to contact you, fill
out paperwork or online forms and take and
submit their own photos, they aren't playing
around. Make sure to give them the credit
and respect you would give any other patient
who came to you for an in-office consult.
Third, track exams and results. Just
because an exam is done virtually does not
mean it's any less of an exam. Tracking stats
is as important as ever. We are seeing high
case acceptance from these virtual exams,
so they are nothing to turn your on-screen
nose up at and should be taken seriously.
Allow patients to easily schedule a virtual
exam online via your website or through a
new patient phone call.

Things to consider
Though the process begins differently,
once the introduction materials are sent,
treatment and the systems we use and rely
upon are the same:
* The introduction/collateral material.
* Meet and greet.
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Orthotown July/August 2020

Table of Contents for the Digital Edition of Orthotown July/August 2020
