People are unique, and they have their own thoughts, beliefs and experiences. However, the most common patient concerns in dentistry are universal – time commitment, cost of care, pain, fear, anxiety and lack of trust. These concerns often lead to objections to treatment, but the dental team can overcome these challenges simply by understanding both the concerns and the patient.
Use this resource in your monthly team meetings and morning huddles to guide your team in effectively responding to patient concerns and objections. As you read each discussion point, role play the sample questions and responses, keeping in mind that no two patients are the same. Many objections are common among patients, but don’t force them all into one category. Recap why a patient did not accept a treatment plan, identify the responses that might have helped them better understand why the treatment is important, and then role play the scenario as a team.
Building trust
Lack of trust is often why patients will not accept your treatment plans. It’s not that you or your team are not trustworthy, you just haven’t gained the patient’s trust yet. Once you establish trust with the patient, many of their objections will be eliminated. They’ll feel confident that the treatment need is legitimate, that you have accurate and transparent pricing and won’t overcharge them, that you understand their dental plan, and most importantly, that you understand their individual needs and have only the best intentions for their care.
- Expert tip: One of the best ways to build trust with your patients is by implementing an effective patient communication strategy.
Time management
When discussing treatment with a patient, consider being flexible to accommodate both your schedule and theirs. Are you or the patient able to start treatment today so they’ll need fewer return visits to complete the work or won’t have to come back for a minor procedure? What can you do to help the patient overcome their concerns about time?
- Expert tip: Discuss potential same day treatment opportunities during your morning huddle and game plan support so the rest of your schedule doesn’t fall behind.
Financial concerns
For most people, finances are always top of mind. The cost of a dental procedure might be unexpected for the patient, so it’s important to help them understand the value of the treatment and the risks of not completing the work that needs to be done. You can do this more effectively if you have the appropriate mindset. Remember that you’re providing health care, not selling dentistry or a product like a smartphone or car. Your work is about helping your patients get healthier. Once you change your mindset, the patients will notice.
The team should also be familiar with available payment options and be ready to counsel patients on those options to help alleviate their cost concerns.
- Expert tip: Never assume the patient can’t afford the treatment.
Avoidance maneuvers
Patients often say they want to confer with someone (their partner, parent, friend, child, etc.) before scheduling treatment. This is sometimes used as an avoidance maneuver. The patient may leave your office under this ruse and never follow through with treatment. If a patient says they need to talk to someone outside of your office, it’s OK to start a conversation about it by asking, “How will they feel about you taking care of your health?”
Through this conversation, you may gather some insight that will help you further encourage the patient to schedule treatment. For example, did anyone discourage the patient from visiting a dentist? Did they book the appointment for the patient or push them to schedule it? You can also take this opportunity to offer notes to help the patient discuss the treatment plan and printed images of the area needing treatment. Engaging in this conversation may make it more likely that the patient will indeed confer with their “someone” and eventually make an appointment for treatment.
- Expert tip: Ensure you have a signed authorization on file to share personal health information with the patient’s appointed person, if needed.
Pain and anxiety
Pain is a natural concern, and it’s important to not make any false promises to patients. Our natural, humanly instinct is to reassure them by saying something you cannot guarantee, like “don’t worry, you won’t feel a thing.” This is a false promise and can lead to future mistrust or losing the patient altogether.
Instead, consider saying something like. “The doctor does this procedure all the time and will do everything in their power to make sure you’re comfortable. If you feel any discomfort at all, raise your left hand slowly and the doctor will stop right away.” This is still reassuring while also not making false promises.
A patient with high fear or anxiety levels might need extra care. If this causes the patient to be a constant canceller or re-scheduler, consider doing the treatment the same day when possible. In most cases, the dental assistant can be the hero here. When a patient with high anxiety is left alone, they might start thinking about everything that can possibly go wrong. Having your dental assistant stay in the room and engage the patient in conversation can help alleviate their anxiety. Small talk about school, work or other information the patient has shared can help.
- Expert tip: Playing a TV show or movie in the room can also distract patients from anxious thoughts.
Understand your patients
The key takeaway here is simply understanding your patients. As health care providers, your goal is to educate patients about the treatments they need and the value of that treatment. People spend money where they place value, such as on smartphones and even coffee, as proven by the lines at coffee shops. Tell your patients why they should invest in their health – and why their health should be more valuable than a smartphone or iced coffee.