How to talk with your patients about cosmetic dentistry

If you've found the sweet spot for cosmetic dentistry demand in your practice, Dr. Harvey Silverman now tells you how to take the next step: Getting your patients to say “yes.”

As part of DPR's 10 Minute Easy Smile Makeover series, here's how to talk to your patients about cosmetic dentistry.

In last week’s edition of The 10 Minute Easy Smile Makeover, I addressed how you can determine the latent demand for cosmetic dentistry in your practice.  This week, I want to discuss how to use that information. 

If you did not request our Smile Diagnostics Form (SD Form) showing you exactly where the latent demand exists, you can contact me at incrediblesmiles@aol.com. I will send you a complimentary copy. Please include your name, professional degree and where you practice.

Now, let's get start. We'll assume your patient filled out the SD Form indicating he had a space between his teeth. 

With the EasySmile® approach your receptionist would say, “Mr. Jones I noticed you were interested in closing a space between your teeth. While you are waiting to see Dr. _____ let me share some information with you about advances in cosmetic dentistry you might not know about and I know you’ll find interesting.” 

Remember, when saying this only inform and never diagnose. 

The key is talk with sincerity and enthusiasm. This is not about selling, only sharing sincere feelings.

With the above in mind, let’s do a role-reversal scenario. Imagine you are the patient in the reception area and the receptionist said the above to you. How would that make you feel?  From anecdotal studies done at the Silverman Institute of Cosmetic Dentistry we have found that patients are left with a very positive feeling. 

First, the patient feels that your receptionist is knowledgeable and takes pride in your cosmetic dentistry skills. Next, it distinguishes and differentiates your cosmetic practice with your patient base. Why? Because most receptionists don’t talk about cosmetic dentistry advances, differentiating your practice from other offices.

Tip: After discussing the patient’s specific concerns, have the receptionist take out a copy of the EasySmile® Transformation Portfolio and say the following: “Let me show you a few before and after cases that Dr. _____ personally did that are similar to your case.” This is a powerful patient education tool.

It reinforces your cosmetic skill set with your patient while your receptionist shares testimonial stories (never using full face photos unless a Model Release has been signed). 

As your coach, I want the receptionist to ask the patient if he has any questions. If not, try saying: “I bet you are wondering how long will veneers last?” By doing this you open a dialog with your patient. This helps determine the patient’s real level of interest as well as any hidden fears/misconceptions that remain.  Encouraging questions is a sincere way of showing you care about your patient.

Be certain to share your information with all team members, including the SCA. 

Doing this is an essential component in developing the cosmetically focused general dental practice.  And don’t worry-this only takes 1-2 minutes of your time.