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Art of meaningful conversation   getting patients to value treatment (a)
 

Art of meaningful conversation getting patients to value treatment (a)

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    Art of meaningful conversation   getting patients to value treatment (a) Art of meaningful conversation getting patients to value treatment (a) Presentation Transcript

    • Pride InstitutePride Institute Practice ManagementPractice Management The Art ofThe Art of Meaningful ConversationMeaningful Conversation Getting PatientsGetting Patients To Value TreatmentTo Value Treatment A Skills-Building Webinar with Wayne D Pernell, PhD
    • In The Beginning...In The Beginning... The Patient’s ExperienceThe Patient’s Experience • WhatWhat dodo youyou reallyreally valuevalue on the patient’son the patient’s behalfbehalf?? – ?? – ?? • HowHow do you convey that todo you convey that to eacheach patient?patient? – ?? – ??
    • Getting to “Yes” comes from...Getting to “Yes” comes from... • Feeling SafeFeeling Safe • A Sense of TrustA Sense of Trust • Understanding the (logic of) the planUnderstanding the (logic of) the plan First come feelings, then comes the logical
    • Do you know the differenceDo you know the difference ...between...between I willI will andand I want?I want? The goal of the dental team is to move patients to a place of wanting what they need
    • You’re in the right place!You’re in the right place! Think of your favorite restaurant -Think of your favorite restaurant - How do you feelHow do you feel when you go?when you go? Is the food reallyIs the food really thatthat great or is itgreat or is it something you experience whilesomething you experience while you’re there?you’re there?
    • Patients And Their GutsPatients And Their Guts Patients don’t know what kind of treatmentPatients don’t know what kind of treatment you’re offering. They have to assume thatyou’re offering. They have to assume that you’re at least technically good or better.you’re at least technically good or better.
    • Patients And Their GutsPatients And Their Guts PatientsPatients DODO know how they feel when theyknow how they feel when they get to your office. They need toget to your office. They need to feelfeel welcomed and comfortedwelcomed and comforted by beingby being expected.expected. They also need to be told what they canThey also need to be told what they can expect.expect. Remember the restaurant?Remember the restaurant?
    • The First ContactThe First Contact - Each Contact!- Each Contact! Whether by phone or walking up, firstWhether by phone or walking up, first impressions make all the difference.impressions make all the difference. How do you say,How do you say, “You’re in the right place?”“You’re in the right place?”
    • Who is your patient?Who is your patient? What do youWhat do you reallyreally know about him or her?know about him or her? How might you find out? ASK!!!
    • Open Ended QuestionsOpen Ended Questions Open Ended Questions cannot be answeredOpen Ended Questions cannot be answered by a Yes, No, or gruntby a Yes, No, or grunt In contrast, open-ended questions serveIn contrast, open-ended questions serve to inspireto inspire moremore conversationconversation Why is that important?
    • Open Ended QuestionsOpen Ended Questions Begin withBegin with WhatWhat oror HowHow
    • Open Ended QuestionsOpen Ended Questions What would make you feel like this was aWhat would make you feel like this was a successful visit?successful visit? How are you feeling about your smile?How are you feeling about your smile? What are you hoping I will or won’t doWhat are you hoping I will or won’t do today?today?
    • Impact Oriented QuestionsImpact Oriented Questions So you know a little about why they cameSo you know a little about why they came You might have even heard aboutYou might have even heard about why they’ve come at this pointwhy they’ve come at this point But you don’t know much about them, personally
    • Ask...Ask... How has that affected your life?How has that affected your life? What do you think might be differentWhat do you think might be different for you when we get that fixed?for you when we get that fixed? Then... Listen
    • From Questions To ClarityFrom Questions To Clarity Open Ended QuestionsOpen Ended Questions Impact oriented QuestionsImpact oriented Questions Active ListeningActive Listening Hand-OffsHand-Offs
    • Active Listening -Active Listening - One of the most powerful things thatOne of the most powerful things that one human can do for another isone human can do for another is simply to listensimply to listen Demonstrate that you’re listening by using this formula: Lead In + Emotion + Content + Pause
    • Active ListeningActive Listening Does two essential things:Does two essential things: 1) It builds trust1) It builds trust 2) It helps to clarify key motivators2) It helps to clarify key motivators
    • Active Listening -Active Listening - THE FORMULA:THE FORMULA: Lead In + Emotion + Content + Pause
    • You’ve Listened…You’ve Listened… Now what?Now what? You’ve got to be able to pass theYou’ve got to be able to pass the information along!information along! You’ve also got to be able to let the patientYou’ve also got to be able to let the patient know he/she has been heard.know he/she has been heard. Think of poor flow in a medical office - the forms, check in, nurse, dr…
    • A call to actionA call to action WhileWhile youyou can see what needscan see what needs doing, patients aren’t looking indoing, patients aren’t looking in their own mouths. They misstheir own mouths. They miss the true value of the dentistrythe true value of the dentistry and they won’t say “yes” unlessand they won’t say “yes” unless they feel heard andthey feel heard and understood. They also need aunderstood. They also need a good reason to say yes.good reason to say yes. The trick is not to “go all dental” on them. Tell them why it’s important to them and then guide them to action.
    • Sure, so WIIFM??Sure, so WIIFM?? • Every statement you make should answerEvery statement you make should answer the questionthe question What’s In It For Me?What’s In It For Me? fromfrom the patient’s perspectivethe patient’s perspective • If you’ve gotten clarity about the patient’sIf you’ve gotten clarity about the patient’s true motivators, guide the patient totrue motivators, guide the patient to treatment using the path they’ve paved...treatment using the path they’ve paved...
    • Operatory Script –Operatory Script – The Hallway HandoffThe Hallway Handoff ““Dr, Mrs. Jones was just saying that herDr, Mrs. Jones was just saying that her boys are coming home from college andboys are coming home from college and that she’s planning a big family Bar-B-Quethat she’s planning a big family Bar-B-Que in the park. Because she doesn’t wantin the park. Because she doesn’t want that back lower left side to hurt, I told herthat back lower left side to hurt, I told her you’d look at it (#19, doc) and let her knowyou’d look at it (#19, doc) and let her know how a crown would allow her to enjoy herhow a crown would allow her to enjoy her special family gathering.”special family gathering.”
    • Operatory Script –Operatory Script – The Hygiene HandoffThe Hygiene Handoff ““Dr, Mrs. Jones was just saying that herDr, Mrs. Jones was just saying that her boys are coming home from college andboys are coming home from college and that she’s planning a big family Bar-B-Quethat she’s planning a big family Bar-B-Que in the park. I took a picture of what looksin the park. I took a picture of what looks like a crack on 19 – that’s the lower leftlike a crack on 19 – that’s the lower left side, Ms. Jones, and let her know how aside, Ms. Jones, and let her know how a crown would allow her to enjoy her specialcrown would allow her to enjoy her special family gathering.”family gathering.”
    • Dr’s response -Dr’s response - Great call! You’ve been in such greatGreat call! You’ve been in such great hands, Ms. Jones! What do you thinkhands, Ms. Jones! What do you think about this picture that she shot of that backabout this picture that she shot of that back tooth?tooth? Yep, you can see the crack there and thoseYep, you can see the crack there and those things do not get better on their own. Ithings do not get better on their own. I know that from our meeting this morningknow that from our meeting this morning we have Thursday at 10am available forwe have Thursday at 10am available for this type of appointment. Shall I see if Ithis type of appointment. Shall I see if I can reserve that time for you?can reserve that time for you?
    • The DE-BRIEFThe DE-BRIEF At the end of the appointment –At the end of the appointment – • Pull up eye-to-eye and knee-to-kneePull up eye-to-eye and knee-to-knee • Let the patient know about six key points of whatLet the patient know about six key points of what happened during the appointment and why they werehappened during the appointment and why they were necessary (building value for THIS appointment)necessary (building value for THIS appointment) • Let the patient know why coming back at the scheduledLet the patient know why coming back at the scheduled time is so important – (building value for thetime is so important – (building value for the nextnext appointment)appointment) – Phrase it all in terms of WIIFM from the patient’s perspectivePhrase it all in terms of WIIFM from the patient’s perspective
    • Hand-Off at the Front DeskHand-Off at the Front Desk • While the patient may have heard aboutWhile the patient may have heard about treatment in the back, hearing it again uptreatment in the back, hearing it again up front seems to “seal the deal”front seems to “seal the deal” – They’re upright and listening differentlyThey’re upright and listening differently – They’re not held hostage in the OpThey’re not held hostage in the Op • They’re back in controlThey’re back in control
    • Front Desk Script –Front Desk Script – Remember The HallwayRemember The Hallway Handoff??Handoff?? ““Mrs. Jones was just saying that her boys areMrs. Jones was just saying that her boys are coming home from college and that she’scoming home from college and that she’s planning a big family Bar-B-Que in the park.planning a big family Bar-B-Que in the park. Because she doesn’t want that back lower leftBecause she doesn’t want that back lower left side to hurt, we talked about getting #19 fixedside to hurt, we talked about getting #19 fixed with a PFM – remember Ms. Jones, that’s awith a PFM – remember Ms. Jones, that’s a crown that will make that broken tooth strongcrown that will make that broken tooth strong again so that you can enjoy your special familyagain so that you can enjoy your special family gathering.”gathering.”
    • Review -Review - • Ask questionsAsk questions • ListenListen • Respond and Clarify using ActiveRespond and Clarify using Active Listening to get to the motivatorListening to get to the motivator • Answer EVERYTHING in terms of WIIFMAnswer EVERYTHING in terms of WIIFM from the patient’s perspectivefrom the patient’s perspective • Hand-Off while Adding Value!!Hand-Off while Adding Value!!
    • What Questions Do You Have??What Questions Do You Have?? Thanks For JoiThanks For Joining Me On This Journey Ofning Me On This Journey Of The Art ofThe Art of Meaningful ConversationMeaningful Conversation Getting PatientsGetting Patients To Value Their TreatmentTo Value Their Treatment Wayne D Pernell, PhD Find me on FaceBook AND… Pride Institute – Dental Practice Management (page)
    • Shift your thinking a minute…Shift your thinking a minute… In the time weIn the time we have left, let’s lookhave left, let’s look at some numbersat some numbers and talk aboutand talk about whywhy they matter…they matter…
    • That’s a Start –That’s a Start – In the Future, We’ll Go Through:In the Future, We’ll Go Through: • B + PB + P • Objection HandlingObjection Handling • DebriefDebrief • Hand-OffHand-Off • Follow-UpFollow-Up