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April 25, 2008

By Dr. Richard Madow and Dr. David Madow

New patients are the lifeblood of dental offices. Successfully handling the initial phone call from potential new patients is critical to establishing these important relationships.

Patients calling your practice for the first time may be dealing with numerous obstacles that are unknown to you. They may be fearful, or think the treatment will be too expensive, or perhaps they had a negative experience at another practice.

It is your goal to put the patient at ease and address their concerns. Unfortunately, many practices put up an imaginary "shield" that prevents the patient from ever scheduling or keeping that first appointment.

How the "shield" works
A "shield" is an unnecessary barrier or obstacle that causes practices to lose potential patients. Here are some examples of how a "shield" is used during a potential new-patient call:

• Being inflexible in screening new patients. A potential patient calls and asks, "How much do you charge for a cleaning"? The dental team will not provide a quote over the phone. Instead a team member insists the patient come in for an exam and X-rays first. The potential patient only wants a cleaning, so the call is released. No appointment was made, and the new patient is lost.

• Putting the caller on hold. The dental team is busy. A potential new patient calls the office and is immediately placed on hold without an on-hold message, so the person simply hang up. No appointment was made, and the new patient is lost.

• Prejudging a patient by his or her insurance. If the first (or second) question asked is the type of insurance the potential patient has, the patient might think the only thing the office cares about is being paid, rather than expert dental care. The potential patient might not have insurance or an insurance plan that is accepted by the practice, and gets embarrassed for having to admit he or she doesn't. No appointment is made, and the new patient is lost.

Overcoming the "shield" with the ALASKA system
In each of these situations, as during most telephone calls, there is a certain flow to the conversation. Correctly responding to that flow and using appropriate communication techniques are important to handling the call successfully.

The ALASKA System was created to teach dental teams how to properly communicate with callers, helping to secure a maximum number of new-patient appointments.

A--Answer the phone quickly and correctly, and don't immediately put callers on hold.
1. Answer within two rings. If the phone rings more than twice, it's time to add another person to the front-office team.
2. Try to answer the phone with: "Dr. Jones' office, this is Linda speaking. I can help you." Identify the office, give your name, and say that you can help them. This projects confidence.

L--Listen to what the caller is saying.
1. Don't judge or predetermine need or try to quickly get off the phone so you can get back to more "important" tasks. Listen and respond to the person's needs.

A--Analyze what the caller is saying to uncover hidden barriers or concerns.
1. Does the peson want an appointment but is fearful of pain? Is her or she concerned about the cost?

S--Solve the caller's problem--this is your chance to shine.
1. If a person calls you with a problem, "I need a new dentist," then help the caller set the first appointment.
2. If the person calls with a concern, "My last dentist said I need a lot of expensive work, but I don't have a lot of money," then explain how your practice makes treatment more affordable by offering a no interest payment program like CareCredit, and explain how it works.

K--Kindness. Say something nice to the caller
1. Assure the caller that he or she has made the right decision. "You're going to love Dr. Jones, he is so gentle!" Treat the person like a friend. Be nice and kind first, then professional and businesslike.

A--Action. Take action by asking the caller when her or she would like to come to the office.
1. Offer several choices for appointment times and dates that are available. "Would you like to come in today at 2:30 or on Thursday at 1:00?" Seize the opportunity to appoint the patient whether or not he or she has asked for an appointment.

Remember, when a potential patient calls, the dental office's main goal is to secure an appointment. Properly Answering, Listening, Analyzing, and Solving the caller's problem will help that person feel important. Treating the person with Kindness and taking Action by setting up an appointment will reinforce to the person that her or she has made the right decision by calling you.

Using the ALASKA system is a great way to help your patients feel good about their experience, and look forward to their first appointment.

Author bios
Drs. Richard and David Madow founded The Madow Group in 1989, an education and marketing company dedicated to helping dentists and their teams become more successful in their practices. They have been recognized by dental teams for their exciting seminars such as "How to Love Dentistry, Have Fun, and Get Rich," "TBSE (The Best Seminar Ever)", and "How to Love Dentistry, Have Fun, and Get Rich--Even More." The Madow Group can be contacted at 1-888-88-MADOW or at The Madow Group.

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