Orthotown September 2020 - 53
The widespread adoption of virtual
consultations over the past five months has
forced many practices to invent their own
internal processes to manage a new workflow.
Many have chosen to funnel patients into the
practice's traditional new patient flow, while
others have hired dedicated team members
to manage this new pipeline. While there
is no "right" or "wrong" way to implement
virtual consultations into your practice,
there are some key differences that should
be considered:
* The differences between a traditional
treatment coordinator (TC) and a
virtual treatment coordinator (VTC).
* Key performance indicators (KPIs)
and performance tracking.
* Workflow and the "new" new patient
journey.
VTCs vs. TCs
Whether you have one person fi lling
both roles or separate team members to fill
these functions, the job description is the
same: A TC/VTC assists the orthodontist in
engaging and nurturing new patient inquiries
with an emphasis on patient comfort and
satisfaction. He or she has knowledge of
orthodontic treatment and familiarity with
standard procedures, techniques and methods.
However, these two distinct roles have
a few major points of differentiation. For
example, each coordinator encounters the
patient at a different stage in the buying
process (Fig. 1). The traditional new patient
process begins with brand awareness, then
the patient enters the lead-capture phase
by filling out a contact form or calling the
office-the first contact with the practice.
That's followed by the consultation, which
involves multiple points of contact beforehand. The "start" is when the new patient
makes a full commitment.
A treatment coordinator traditionally sees
the patient at the "consultation" phase, while
the three previous phases are automated or
completed by other team members. A TC is
accustomed to communicating with patients
who are not only further along in the new
patient journey but also further along in
their own buying process. Once you have the
virtual consultation implemented, the VTC
Fig. 1
Brand
awareness
* Research online
* Word of mouth
Lead
capture
Virtual treatment
coordinators get
the patient HERE
* Click to call
* Form completion
* Photo submission
First contact
with practice
* New patient
phone call
* Email or text
communication
Treatment
coordinators get
the patient HERE
Consultation
* Multiple points
of contact
leading up
* 1 hour in person
START
Full commitment
orthotown.com \\ SEPTEMBER 2020
OT0920_BullVTCs_AG.indd 53
53
8/26/20 1:48 PM
http://www.orthotown.com
Orthotown September 2020
Table of Contents for the Digital Edition of Orthotown September 2020
Orthotown September 2020 - Cover1
Orthotown September 2020 - Cover2
Orthotown September 2020 - 1
Orthotown September 2020 - 2
Orthotown September 2020 - 3
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