When Presenting Treatment, Don’t Put the Focus on Money

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Patients say no to treatment for many reasons, but I find one of the most common is cost. They don’t see the value in the treatment and decide the money would be better spent elsewhere.

That’s where education can make a huge difference. Educated patients are more likely to accept treatment. While it’s important for you to provide education chairside, it’s also important for the Treatment Coordinator to continue that education during the case presentation.

The presentation should happen in a comfortable environment where patients can ask any questions they have about the procedure. The coordinator should focus on the benefits of treatment and the possible consequences of ignoring the problem, as well as provide information about how long the procedure will take, how long the patient will need to be off work and what results the patients can expect.

Of course the coordinator will need to talk about the cost as well, but that certainly shouldn’t be the focus. If the coordinator throws out a large price tag before hitting on the other key areas, that’s all the patient will be able to think about during the presentation. Create the value first, then talk about price and payment options. If you offer third party financing like CareCredit, this can help reduce some of the financial burden, making patients more comfortable accepting higher-priced treatment.

When the coordinator follows up with the patient, the focus should once again be on education and overcoming any perceived barriers to care. Remind patients of their oral health goals and how the recommended treatment can help them get there.  If you approach case presentation this way, you’ll find more patients will say yes to treatment because they see the value in it. Remember, patients will find a way to pay for treatment they really want.

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