In spite of all the careers AI will take over, there are many it will simply augment. Yours is one of those. For all the diagnostics and treatment planning AI will be able to do in dentistry, it will never be able to replace the dentist-patient relationship. Until patients elect full care from a robot, the emotional connection that creates trust between the provider and patient will continue to be what adds the greatest value for the patient and what creates the greatest value in your practices (goodwill).
Communication does not lie exclusively in words. In fact, according to research from Albert Mehrabian, there’s a 93% chance that communication from words alone might be misinterpreted. No major conflict was ever solved with an email or a text.
The 7-38-55 rule of communication states that 7% of communication is words, 38% of communication is tone, and 55% is body language. Non verbal cues prevail over verbal ones. Take that AI.
Over the past few blog articles we’ve talked about three practice differentiators that separate growing practices from shrinking ones. Communication was that third differentiator. On that theme, here are six powerful ways growing practices connect with their patients through communication.
- They make the patient feel like they’re the only patient of the day. That doesn’t mean running late. It means showing them that they matter and being fully present in the conversation and the visit with them while they’re in the chair.
- They let the patient talk and look them in the eye. They use that 55% of communication and SHOW THEM that they matter.
- They remember something about the patient’s life that matters to them and ask about it in their visit.
- They connect other patients from the practice who are friends or relatives of the patient and mention them when appropriate (while fully respecting confidentiality). It connects the patient to the practice in meaningful ways.
- They connect treatment plans with goals and chief concerns that were shared with the dentist. It demonstrates listening and shows them that the consideration of treatment is about them and not billings.
- They ask the patient for their questions.
What dentists and teams often shy away from is asking for a referral. As nice as it is for that laminated sign at the front of the office that says “We value your referrals”, it doesn’t do a thing. What does work is asking for it, face to face. Often we feel that is a major imposition. But how do you feel when you get to help out a friend by referring someone you trust? In those cases when you provide the referral, you get to be the hero. You solve the problem. Asking for a referral from a patient is like asking them to be the hero to someone in their life that matters to them.
With one of your favourite patients, try saying something like, “We are grateful that you trust us with your dentistry. When your name is in our schedule, our team is always happy that you’re coming in and we get to see you. If you have friends or family that are as great as you are, we’d love to have them as patients too. And we promise we’ll take great care of them.”
If you’ve got great patients, they’ve probably got great friends they’d love to send your way. You just have to ask.
