Are You Creating Long-Lasting Bonds With Your Patients?

A patient asked me recently, “why should I have my treatment done here instead of a practice on my insurance plan? It costs me more.” That’s a loaded question, particularly when it comes at the end of the appointment. Fortunately, that’s not the first time I’ve responded to that question, so I was prepared. But what does it take to create and maintain long-lasting bonds with patients that can withstand the lure of lower pricing, free services or more convenient hours offered from other practices? Depending on your geographical area, you may or may not experience stiff competition from other dental practices nearby, but every dental practice competes with other priorities for their patients’ expenditure of time and money. Dental professionals must be strategic about fostering deep connections with patients and establishing long-lasting bonds that can withstand the test of time.

Build connections that open dialogue.

Ideally, you want to begin developing meaningful bonds on the first day a patient joins your practice. Open-ended questions are an effective way to discover patients’ desires and needs.  Once, I had a household exterminator ask me how he could exceed my expectations with his services. I was a bit taken back, but after a moment’s consideration of his “fill in the blank” question I gladly gave him specific feedback. I was amazed over the next 15 years of his service how he consistently exceeded my expectations. We even became friends. Whether or not you elect to ask your patients that particular question, this example reminds us we can create fast loyalty with our patients when we open the dialogue using “fill in the blank” questions.  Here are some examples, “Jenny, what do you know about teeth whitening from your own experiences?;” “Melissa, what else can I clarify for you about Philips Zoom whitening in our office?;” “Andrew, what concerns do you have about this implant treatment?” Inviting the patient to answer a who, what, when, where or how question might seem a bit risky, but dental patients need an opportunity to raise questions, ask about alternative options and voice objections if they have them. We have ample opportunities to educate and even motivate patients toward decisions that positively impact their oral health but opening the dialogue for two-way communication goes a long way in cementing meaningful bonds.

Build connections based upon evidence.

Surprisingly, an older patient of mine, once seated for his dental hygiene visit, asked me for the best bathroom cleaner he could use before his new girlfriend came over, that didn’t contain bleach! Why did he ask me such a random question? Because I had spent years presenting information to him based upon science and evidence. He knew he could trust my input, even if I lacked an evidence-based answer about superior toilet bowl cleaners! Evidence-based dentistry is comprised of best available science, the clinicians experience and expertise, and the patients’ needs and preferences.

An example of building connections based upon evidence is in response to patients’ common inquiries regarding the best power toothbrush for them. As a clinician, I feel confident making a recommendation for my patients to use Philips Sonicare power toothbrushes for daily disease control because there is science to support its safety and efficacy. Philips Sonicare is what I personally use, and the vast majority of my patients use it as well, making my job easier as a dental hygienist and their mouths healthier as a result. In fact, a recent study confirms that Philips Sonicare DiamondClean Smart significantly reduced gingival inflammation, bleeding and surface plaque compared to a manual toothbrush. ^[1] In another study, 336 Stage 1 or 2 periodontitis subjects were randomized following non-surgical periodontal therapy with use of a manual toothbrush or Philips Sonicare DiamondClean Smart. Results confirmed that patients using Philips Sonicare DiamondClean Smart had significantly less plaque, bleeding and pocket depth compared to manual toothbrush users.^[2] Simply advocating for patients to switch from a manual toothbrush to an evidence-based power brush creates evidence-based connections that ultimately helps reduce disease and improve oral health.

Establish bonds that are value-added.

As a provider, we make numerous professional recommendations to patients regarding toothpaste, their dietary intake, desensitizing agents and more. I recall an experience years ago in my dermatologist’s office that I immediately appreciated as value-added. The doctor recommended a specific lotion for me to use, taking time to highlight the benefits and I instantly saw this was a product I wanted to add to my daily routine. When I inquired where I could purchase the lotion, he told me where I could purchase it from a retail store, or informed me I could purchase it from their office. Wow, how convenient! Do we make the same convenience available for our patients after making power toothbrush recommendations?  If we take time to highlight the benefits of Philips Sonicare, for example, and then recommend they purchase it on their own, there is an immediate disconnect. Many patients will leave with good intentions, yet not pursue the recommended purchase once exiting the dental office. I have long been an advocate of in-office dispensing for products we value that we want our patients to take advantage of. True, some may elect to “shop around” for themselves, but the instant convenience of in-office dispensing is a value-added bond you can create with patients while they are already there for other services.

Establishing long-lasting bonds with patients has mutual benefits for both patients and dental professionals and helps give our practices a competitive edge. Is the entire team devoted to creating and maintaining that? These strategies can help you deepen your connections with patients and reap the benefits long term.

References

[1] Milleman J, Milleman K, Olson M, Ou S, Souza S, Starke M, Ward M.  Comparison of plaque and gingivitis reduction by Philips Sonicare DiamondClean Smart toothbrush with Premium Gum Care brush head in Gum Health mode or Clean mode and a manual toothbrush. Journal of Clinical Dentistry.2019;30(Special Issue A) A16-23.

[2] Milleman K, Milleman J, Starke M, Nelson M, Jenkins W, Ward M, Ambers J. A comparison of the effects of scaling and root planing, plus twice-daily toothbrushing, in a stage I/II periodontitis population.  Data on file (Philips Oral Healthcare) 2020.