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April 4, 2008

By Linda Zdanowicz, CDA, CDPMA

We've all heard what it's like for the clinical staff. But what's it like for the people at the front desk, who are in a world apart from the rest of the staff? They're not clinical, but they're expected to know how to explain treatment to patients and figure out how long procedures take so they can schedule correctly. They didn't bargain for blood and guts, but I've seen patients at the front desk literally drool all over it. This doesn't even take into consideration the fact that in many offices the receptionist has bathroom duty, and what patients do to the bathroom can be beyond belief.

So, that nice clean job behind the desk isn't always what it's cracked up to be. A really great front desk person sees her job as her mission. She patrols the restroom as if it's her own. She keeps the reception area as neat as her own living room. Unruly kids left to their own devices in the waiting room? No problem. By the time their mother is in her appointment, the little angels will have some artwork ready for the fridge, and quite possibly their math homework done as well.

I asked our receptionist to tell me about her experiences at the front desk, and the first thing she said is that she feels a lot of responsibility. I was glad to hear that, because as the manager that's what I want her to feel. But I never thought much about how that responsibility might weigh on her. We all have responsibility in the office ? for our patients, for making the schedule flow, for maintaining the equipment, but I think she feels responsible for the health of the practice. She doesn't look worried, thank goodness, but she is definitely aware of the potential for good or bad that her impact holds.

She later told me she feels lonely up front. I wondered how that could be. She has patients coming and going, the staff talking to her, not to mention the constantly ringing phone. But how much of that is personal communication? Not as much as you might think, because as much as she cares about our patients, she has several things going at one time most of the time. We in the back can chat with patients while they are getting numb or during their prophy. She has to keep a lot of balls in the air at one time. If you want to understand the value of a good person at the front desk, try working with someone who is not so great. It can make life difficult, and affect the practice and everyone's disposition.

Some people really want to succeed in the front desk position, but it's difficult to learn if one can't get a feel for the procedures or the way the dentist and clinical teamwork. If the dentist isn't clear about his preferences or he changes his pattern frequently, it makes the job harder. Even though it may look like the receptionist is sitting while everyone else is running around, don't be fooled by appearances.

In offices where bonuses are calculated on production, there is even more pressure on the receptionist. Everyone wants her to keep their schedule full and may even resent her and think she is costing them money. Imagine what it feels like to leave work in the evening satisfied with a solid schedule to present the next morning, then getting to the desk and seeing the flashing red light on the answering machine. It's like a beacon announcing the collapse of a perfect day. Now the receptionist goes to the morning huddle and anxiously defends the gap-toothed schedule.

No one can drag patients out of bed and into the operatory. We can't shame them for breaking an appointment and we can't very well accuse them of canceling to get a manicure rather than a root canal. So we pleasantly listen to their excuses and give them a new appointment. Life happens and people cancel. But the receptionist still has a big hole in the schedule. She may work for hours trying to fill that hole and still come up empty handed. That's hours of work with nothing to show for it, which can be very frustrating.

Before you heave a dramatic sigh at the hour yawning at you from the schedule, think about what it's like to feel responsible for that hour. When something doesn't go right, chances are the whole staff doesn't get a birds-eye view of the problem. The important thing to remember is that the receptionist wants to perform well just as much as everyone else does. She contributes to patient care just as much as the clinical staff. Never underestimate the power of her discernment or the impact it has on the day. She must decide who needs a same day emergency appointment and who can wait. She has to try to figure out where, in a full schedule, she can appoint that patient so that the clinical staff isn't overwhelmed and the patient doesn't have to wait long. That's not just a front desk; it's a command center.

No one else has to worry about getting patients to pay their bills. That's probably one of the most uncomfortable and frustrating things about the position. There are so many scenarios that occur around this part of the appointment. Some people make a return appointment and prepare to exit without mentioning payment. When the receptionist says, "How would you like to pay for your services?" the patient may look surprised and even insulted. "They've always sent me a bill," may be the derisive response. She then must once again explain the payment policy, knowing that the same scene will play out at every appointment.

Then there is the escape artist who will act as if he or she is in desperate need of the restroom and then sprint directly out the front door. Some people are resigned to paying, but they let it be known how unreasonable it is to be expected to pay for treatment on the day it's received. They also give her their opinion on the excess fee and wonder aloud if they're paying for the dentist's next vacation. She just smiles and holds her ground. Of course some people walk up with their credit card in their hand and say, "Put the whole thing on this." These are the ones she wants to hug.

A really great receptionist is a beacon that draws the patients into the heart of the practice. She sets the stage for everyone and helps patients feel welcome. Think about the television sitcom Cheers. Everyone loved to go to Cheers because it was a place where everyone knew their name. When the receptionist happily greets everyone as a well-received guest, and even remembers something about each patient, your practice becomes a place where everyone wants to go. It's not something that can be faked because the receptionist must really be happy to see them. Sometimes it comes naturally, and sometimes it's a carefully cultivated personality skill. But don't take it for granted because she makes your job easier when she keeps a waiting patient informed why they're waiting, and entertained until they can be seen.

My take on this is that receptionists are unsung heroes. They have to deal with everybody's stress and try to maintain a calm atmosphere, even when the schedule is falling apart and patients are trying to walk out without addressing their fees. And don't forget the bathroom. Does anyone really appreciate what she does? We're quick to question a hole in the schedule or an unpaid balance, but what about complimenting the sparkling bathroom, the content patients, and the care she puts into everything?

The next time you notice how well the schedule works, make sure you tell the receptionist how much easier she makes your day and your work. You'd be surprised at what a difference a few kind words can make. This person is the first impression patients get of your practice. Help her make a good one by making her feel good about what she does.

Bio
Linda V. Zdanowicz, CDA, CDPMA, has been involved in dentistry since 1977. She has worked for Jeff Price, DDS, for eight years, first as his chairside assistant and currently as his practice administrator and patient care coordinator. Zdanowicz writes a dental practice management weblog titled Exceptional Dental Practice Management (Exceptional Dental Practice Management). She is married with three children, and lives and works in Hendersonville, N.C. To reach Zdanowicz, contact her at Linda Zdanowicz.

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