By Steve Thorne
Dental assistants are usually the first point of clinical contact for patients. Greeting them with a welcoming introduction is important for putting patients at ease. Whether it’s a handshake, smile, or just a kind word, their first objective is to build trust and help the dentist achieve success in patient care. Dental assistants are the friendly faces that can make or break a patient’s experience in an office. They are also key ingredients for a successful patient case acceptance.
It’s more than just the first contact that impacts patients. Each step of a patient’s experience is an opportunity for the dental assistant to connect with that patient and impact his or her treatment decision. The initial connection can begin with something as simple as how they call a patient’s name. If the patient is a 75-year-old new patient, the dental assistant may say, “Good morning, Mr. Smith.” However, if the patient is a 25-year-old continuing-care patient, the dental assistant may say, “Good morning, John.” This greeting often sets the tone of the patient’s experience.
The interaction continues as the dental assistant provides X-rays for the patient. It is during this time that the dental assistant can ask the patient questions that will set the dentist up for success. (Please note that, depending on the state in which a dental assistant is employed, only those dental assistants deemed qualified by the state rules and regulations to expose dental radiographs are legally allowed to do so. Only 7 states allow any dental assistant to expose radiographs without meeting prerequisites.)
The dental assistant may ask, “Ms. Jackson, what brings you in today? What can we do to help you?”
This is a great time to put the patient at ease and promote the doctor.
“You will be seeing Dr. Jones today. She is really gentle, and she even does my dental
treatment.”
This also provides an opportunity for the dental assistant to discuss the patient’s past experiences using information from the pre-appointment questionnaire.
“I noticed you left your last dentist because you moved? How long have you lived in the area?”
“It has been some time since you came in. What has kept you away?”
“I see you marked that your gums bleed when you brush. How long has this been occurring?”
“Do you have any problems that I should bring to the dentist’s attention?”
These questions allow the bond to begin forming between the dental assistant and patient. They show the patient that the dental assistant cares about them and is interested in their well-being.
Once the X-rays are completed, the dental assistant should seat the patient comfortably in the operatory with the chair back adjusted as needed. Prior to the dental exam, the dental assistant should discuss with the dentist the patient’s unique expectations for care that were discovered during the X-ray process.
The most important time in the patient visit for dental assistants is the time following the exam when the dentist leaves the room. This is when they can make the greatest impact. Patients typically turn to their dental assistant to ask questions in the dentist’s absence. Hopefully the dental assistant has earned the patient’s trust and the patient feels comfortable talking to the dental assistant. Patients tend to view dental assistants as unbiased third parties to the “transaction.”
Patients are not naive; they are more educated and informed about their health care than ever before. They know dentists make a lot of money relative to most people, and they often regard the dental assistant as an hourly employee with little incentive in regard to case acceptance, other than the actual clinical dental care.
The dentist can be somewhat intimidating, and the treatment plan can be a little overwhelming. Patients are looking for help understanding what the dentist said and what they should do. Typically, patients ask many of the same questions. How the dental assistant answers these questions can be the deciding factor in whether a patient ever starts treatment. Below are a few of the common questions patients ask and some helpful responses:
“Is he a good dentist? Do you have him do your dental work?”
If the dentist does the dental assistant’s treatment, then the answer should be a resounding “Yes!” If not, the dental assistant can say, “I normally see Dr. Burns, but I would be more than comfortable having Dr. Jones treat me.”
Patients feel that if the dental assistant doesn’t let the dentist work on his or her mouth, why would they trust the dentist with theirs?
“What do you think I should do? What would you do?”
This is an opportunity for the dental assistant to relate to the patient personally by using such phrases as “If it was my tooth …” or “If I needed a crown, this is what I would do, and this is who I would have do it.”
“Now, what did he say? I don’t understand.”
This is very common. Even if the dentist uses language patients understand, patients aren’t always able to concentrate on what the dentist says and are already formulating questions. The dental assistant needs to explain it to the patient using consistent language, in a way that makes it easy for the patient to understand.
“Is it going to hurt?
This is a tricky one because obviously each patient is different, each doctor is different, and each treatment is different. A helpful response can be, “Everyone is different, but Dr. Jones is very gentle and will provide you with the best care.”
“Is it worth it? Can I wait? Do I really need it? I don’t know if I can afford it.”
This is a great
opportunity for the dental assistant to use models, brochures, diagrams, and pictures to reinforce the urgency. In these instances, simple language can be incredibly helpful in explaining the situation, such as, “It’s like a leaking pipe. You know it’s bad and getting worse, but you never know when it’s going to blow,” or “I understand why you want to wait, but waiting means it can get worse and become more expensive.”
The dental assistant can also say, “Expenses
are often a concern, which is why the doctor gave you the choice with the best value over time. Do you have any questions about your choices? It’s important you don’t delay treatment.”
“How long is it going to take?”
The dental assistant should be empathetic and agree with the craziness of today’s hectic pace. If the schedule permits that day, the dental assistant should stress to patients how quickly they can complete their treatment today. Especially with CEREC© restorations, major dental treatment can be completed in a single visit so patients don’t have to come back. The dental assistant should find out exactly what a patient’s objection is. If the patient is concerned with the time away from work, the dental assistant could say, “You have two crowns and a filling on the right side. We can do them all at the same visit. That will save you quite a bit of time since you will already be in the chair and numb.”
Dental assistants should be well prepared in advance to answer each of these common questions, which helps make the dental team look like a well-oiled machine. Preparation is key. As legendary former UCLA Coach John Wooden said, “Failure to prepare is preparing to fail.”
Dental assistants should continue to hone their craft, work on their responses, and get to know their patients. They should know simple things like where their doctor attended dental school and what year he or she graduated. How a dental assistant answers patients’ questions will impact a dentist’s case acceptance positively or negatively.
I look at it like the 80/20 rule. Eighty percent of a dentist’s case acceptance is determined by the ability to connect, the ability to discuss the needed treatment in words the patient can understand, and their tones and nonverbal communication. The remaining 20% is determined by other factors such as how nice the receptionist was, how clean the office was, and how well the dental assistant did backing up the dentist. The patient spends more time with the dental assistant than anyone else in the office, so the connection between the dental assistant and patient is imperative for case acceptance.
Each step of the way it is important for the dental assistant to set up the doctor for success. Being able to connect with the patient, answer a few simple questions, and create a lasting relationship can make a huge impact on the patient’s decision to accept treatment. Each of these individual patient decisions can make a big difference in the day-to-day performance of the practice. Dental assistants deserve a big pat on the back and thank you for the important role they play in the practice.
Author bio
Stephen Thorne, President and CEO Stephen Thorne, BA, MHA, founded Pacific Dental Services in 1993 when he entered into his first dental practice-management contract in Costa Mesa, Calif. Stephen received his BA from UCLA
and his Master's in health administration from Chapman University.