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Implants Internal Marketing Systems to Grow your Practice

Dental Implants Facts and FiguresFacts and Figures on Dental Implants

More than 35 million Americans are missing all their teeth in one or both jaws according to prosthodontists

•15 million people in the U.S. have crown and bridge replacements for missing

teeth

•3 million have implants and that number is growing by 500,000 a year

10 percent of all US dentists place implants but that is increasing

The success rate of dental implants has been reported in scientific literature

as 98 percent

Implants performed by US dentists………………………..5,505,720 (2006)

Implants performed by US general dentists……………….3,103,930 (2006)

The global prosthetic supplies market is projected to reach $4 billion by

2018.

The dental implant and prosthetic market in the U.S is projected to reach

$6.4 billion by 2018.

Technology is improving therapy to appeal to a broader patient base due to:

• Immediate placement

• Immediate temporization

• More predictable augmentation

• Improved patient comfort

• Increasing publicity

Who are your customers ???

Internal and External Marketing

Internal and External Marketing

• External- Anything you do to go outside of your zone to capture new business

• Internal- Anything you do to keep existing business within your zone (patients and referring doctors)

Examples of Internal and External Marketing

Examples of Internal &External Marketing

Examples of Internal and External Marketing

Marketing Summary

• You are selling yourself

• You need transition yourself from an Unknown Dr. to a Known Dr.

• Many other methods are available.

This remainder lecture is about keeping the implant patient satisfied through excellent customer service with systems geared to them.

*happy implant patients tell their referring Drs.* happy implant patients tell their friends.* when they are both happy, you get more implants

This is Internal Marketing

Front Desk Implant Specialist

• The goals of a successful implant consultation facilitated by the front office implant specialist:

• Achieve 90% case acceptance with qualified implant patients

• Appoint the maximum number of potential implant patients per day

• Promote efficient use of implant surgeon’s time during the consultation

• Handle all implant administration and follow-up

• Increase implant surgical practice revenue by increasing implant procedure efficiency and increasing implant referrals

Front Desk Implant Specialist- functions

• Warmly greet the implant patient during the initial phone call

• During the initial phone call give a general explanation of the implantpatient flow and process using a well written script

• Identify the referral source. Repeat the name. If not familiar with Dr. ask for spelling

• Encourage other family members and any decision makers to attend the implant consultation during the initial phone call

• Describe the practice and the implant consultation process using a well written script

• Describe some of the doctor’s background and expertise in implants using a set script


• All potential implant patients should be scheduled for initial consultation within two weeks

• Send all new implant patients a welcome letter

• Send all new implant patients the health history form, if not done electronically online

• Send all new patients and implant brochure

• Send all new patients an appointment card

• Include directions to the office


• Discuss all new implant patients scheduled that day and the results from the prior day during the morning huddle

• Follow up with any patient who did not schedule after their implant consultation using a well written script

• Communicate to the referring office that the implant patient has scheduled surgery or did not schedule surgery


• Track Statistics

• 1. Implant Cases Accepted / Implant Cases Presented x 100 = Acceptance Ratio

• 2. Implant Production Accepted / Implant Production Presented x 100 = Production Ratio

The implant patient expects:

• Convenience- flexible times and flexible appointments

• Customer service- the patient wants and expects to be treated well

Front Desk Implant Specialist must:

•Realize that implants are an impulsive, elective decision

Front Desk Implant Specialist must:

• Strive for a two appointment process for implant cases:

• 1. Screening and brief consultation (usually a short, no charge visit)

• 2. Diagnostic records, examination and full consultation

Concept- The Implant surgeon will spend less time, but better, focused time with each patient

Screening appointment- (usually a 30 min appt, NC)

• See to it that patient will have adequate chair time to understand the process and meet the Dr.

• Provide a quick office tour

• Emphasize patient protection

• Point out restrooms

• Emphasize involvement and coordination with the referring Dr.

• Conduct an initial interview, record chief complaint and review health history


• Implant assistant will thoroughly explain the implant process using computer simulated graphics

• Consult Pro software

• Before and after images

• Models with implants placed and restored

Screening appointment- (usually a 30 min appt, NC)• Implant assistant will stress the benefits of implants over

conventional restorations

• Implant assistant will answer any patient questions

• Implant surgeon will come in and do a brief exam, let patient know if they are a good candidate and advise patient to have a full set of records, diagnosis and consultation visit. (if there is no cone beam in office, this is also a good time to refer for that). Hand patient off to implant assistant (5-7 mins).

• Implant assistant describes the next appointment and schedules the next visit

Full Records and Consultation appointment (60 min)

• Implant assistant will procure all necessary records for surgeon to accurately diagnose and treatment plan the case based on what was ordered last appt.

• When ready, implant assistant will notify surgeon that patient is ready for examination.


• Review the medical history

• Surgeon will conduct thorough exam and provide consultation

• Review the surgical procedure with patient (simulation software)

• Review the risks, benefits, and alternatives

• Thanks the patient for selecting this office and hands the patient off to the implant assistant to answer any further questions and for patient to sign the informed consent.

• When complete with consent signed and all questions answered, implant assistant will hand off patient to FDIS


• FDIS completes the second appointment by:• Answering all questions and diminishing objections• Negotiate financial arrangements• Verify that the informed consent is filled out properly• Promote the family care program- who else in the family may

need implants (Free screening and possible discount)• Free screening and possible discount

• Promote the referring Dr.• Ask if the patient has any further questions• Schedule the procedure

What you need to make the two appointment system effective

• Excellent and scripted verbal skills

• Esthetically pleasing office

• Comfortable setting: waiting room and consultation operatory

• Committed to a high level of customer service

• Key decision maker present and bought in to hear all info

• Accurate diagnosis and preparation of all materials to be presented

• Good interpersonal and presentation skills

After the patient leaves, FDIS does the following:

• Process consultation letters:• Referring dentist• Physician if medical consultation is warranted• Patient

• Follow up any unscheduled patients 7 to 10 days later

• Work with financial coordinator to be sure all financial arrangements are properly made

• Follow up with referring Dr's office that patient has or has not scheduled their implant(s)

FDIS has to provide for the following tasks:• Send quarterly reports to referring offices:

• All referred patients

• All patients with cases in progress

• All recently completed implant surgeries

• All patients ready for restorative phase

• Coordinate final post operative care appointments for patient

• Coordinate any final photographs or radiographs

• Inform the referring office by telephone patient is ready for restorative

• Process treatment completion consultation letter

Concept: Success takes a commitment to excellence in all phases.

• Clincal skills

• Human relation skills

• Management Skills

• this does not happen by accident

Dr. S opinion:

• All surgical practices must have two capable surgical assistants.

• In a smaller office, the second assistant can assume some of the FDIC tasks, while the others duties remain the responsibility of a front office staff member.

• Ideally, you want one front office person tasked to be the FDIS

Steps to building interpersonal skills (required for all staff)

• Know that selling begins on the telephone

• Develop a telephone relationship

• Build value in the first phone call contact

• Develop a proper way to greet patients

Develop a proper way to a handoff patients

• Transitioning patients between dental team members

• On the telephone

• In the clinic• Always escort the patient• When passing them off to another assistant look them in

the eye and shake their hand

• Do not leave people hanging………

Doctor-Patient Interaction (FDIS- builds the relationship first, then the Dr. strengthens it)• Tell the patient you will take excellent care of them. Then do it.

• Try to learn one new personal item about your patient had each visit

• You will never remember everyone. Document these items somewhere in the record. They are great conversation tools

• Great Patient relationships result in patient referrals

• Practice 80% listening, 20% talking

Doctor-Patient Interaction

• Keep the patient informed of their progress at all times

• Ask permission first

• Always wear a smile

• Call patients in the evening **

Doctor-Patient Interaction

• Speak clearly- enunciate properly

• Speak slowly

• Pause regularly

• Ask if they understand frequently

• Position yourself at eye level

• Thank them-- complement them for selecting your office

Be prepared to address the most common patient objections to implant therapy

Cost

• Financial arrangements

• Comparing the fee to the fee for a bridge

• Long-term results, long-term value

Pain

• Relate other people's experiences with OTC medications after surgery

• Stronger prescriptions are always available

• You, the Dr., is always available (if you say this, you have to mean it)

Time

• Investment in your health and appearance

• Appointments are only a few weeks apart

• We offer many convenient appointment times

Fear and Anxiety

• Promote doctors capabilities and compassion

• Many referring doctors have sent friends and family to the practice for implants

• Have a comfortable and familiar environment for the patient

• Always stress than the doctor is available for the patient 24 HRS/7 days a week

Success rates

• Be able to quote widely accepted success rates in the majority of studies

• Provide patient testimonials

• Provide before and after photos

Other Concerns

Appearance during the transition/temporization phase• Appointments will be coordinated with restorative dentist so that the

nice smile will always be there

Longevity• Case studies and literature support

Self esteem• There are many people in the same exact situation

• When treatment is complete they will have confidence in their appearance and esthetics

Possible consultation letters to consider

• Thank you note for the referral when patient has scheduled

• Initial consultation summarizing findings, diagnosis and proposed treatment

• Possible telephone call for complex case treatment plan sequencing (also nice to visit with case planning simulation software)

• Implant placement report, sent out on day of implant placement

• Completed case and ready for restoration consultation

FDIS- “Now that we have your appointment scheduled, I would like to send you some information about implant dentistry and a map to our office. What is your home address?”

Patient- “My address is 1000 St. Charles Ave., New Orleans, Louisiana, 70000.”

FDIS- “And what is your phone number?”

Patient- “123 -456 -7890”

FDIS- “Great! When you come to our office for your appointment you will be meeting with both Dr. _______ and Christy, our implant assistant. Christi will work directly with you to provide complete information about implant dentistry and then Dr. ______ will go into the details of your specific situation. Dr. ______is a board certified, which means he also has passed special the advanced exams in periodontics. I will tell you that Dr. _______ stays on top of all the latest advancements in implant dentistry but frequently attending continuing education courses.

SampleScript:

FDIS- summary responsibilities

• Instills confidence in patient about surgeon’s ability and result of treatment

• Motivates the patient and key decision maker

• Builds confidence for potential patients in the practice

• Promotes value of the implant investment

• Helps patient and decision maker to know that this is the best office for their treatment

• Helps patient and decision maker believe that implants are the best treatment option

• Communicates and coordinates appointments with referring Dr.’s Practice

• Verifies implant and accessories are in stock for the case

The Doctor's Responsibilities

• Set the vision and the values for the practice

• Define them and clarify them in a mission statement. Post this.

• Communicate them over and over.

• Link behaviors of your staff to those values

• Incorporate them into the procedures in your practice

• Empower your staff to act consistently within those values

• Reward compliance and take steps to correct noncompliance

• Live those values yourself

General Dental Customer Service Tips

• Go the extra mile

• All staff are customer service representatives

• All patients are VIPs

• Greet every patient warmly

• Acknowledge every patient who enters the office or approaches the front desk

• Make eye contact with each patient

• Use a patient's name three times in every conversation

• Pronounce all names correctly


• Wear name tags

• Smile in every contact

• Do not put patients on hold for more than 2 minutes

• Be on time or inform and explain

• Be on time or a apologize profusely

• Give patients 100% of your attention- not paperwork, not socializing with other staff members, or other distractions


• Acknowledge patients everywhere in the office

• Talk less land isten more

• Paraphrase and repeat, " so what I hear you saying is..."

• Watch your body language-it can portray what you don't like

• Always repeat important information twice- dates, times, instructions and fees

• If you make a mistake apologize

• Patients don't expect you to be perfect. They do expect you to be honest.


• Honor your commitment- do what you say you're going to do and follow it up

• Under promise and over deliver

• Never tell a patient what you can't do. Tell them what you can do

• Customer service is about doing

• Customer service is not about what you can't do


• Eliminate any negative conversation from your practice

• People are attracted to positive people

• Frequently use these expressions:• My pleasure• Certainly• No problem

• Tape record yourself

• Patients don't like surprises keep them informed


• Take notes when listening

• Summarize all conversations at the end

• End by saying, "thank you for coming."

• End by telling customers you appreciate them

• End by saying we look forward to seeing them again soon

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