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Dear Chairside^® Magazine,

In your most recent issue (Vol. 15, Issue 2), you featured an article by Dr. Roger Levin entitled "5 Ways to Increase Implant Case Acceptance." I appreciate the advice and tips but still have a hard time getting my patients to go with a treatment plan that their insurance isn’t going to cover, such as implant treatment. I have a treatment coordinator who goes through the fees with the patient after I’ve explained the procedure. I am not in the room when fees are discussed. My question is, should I be talking about the fees to the patient myself? Have you seen better case acceptance results when the doctor is the one presenting the fees?

Thank you in advance,
Dr. Winson

Dr. Winson,

Thank you for your question. I believe many dentists are in a similar situation. Your question revolves around patients rejecting treatment recommendations and whether you should remain in the room to present fees after presenting treatment versus having your treatment coordinator (TC) present the fees. I have some comments that I hope will be helpful and allow you to increase case acceptance.

To begin with, I do not believe it matters whether it is you or the TC who presents the fees. What is important is to build value throughout the entire process so that the patient has a positive feeling about moving forward prior to a fee presentation. Having the right physical setting, scripting and body language, along with explaining the case and its benefits in a way that is motivating and encouraging to the patient, all contribute to a higher acceptance rate.

Second, when I think of a treatment coordinator, I think of an individual who presents most of the entire case — including the fees. The doctor interfaces with the patient after the TC can explain the case and all of its benefits (as well as why implant treatment is in the best interest of the patient). At this point, the doctor provides the final presentation, creating a high level of confidence and answering any questions. Then, the TC will present fees and schedule the patient for treatment. In our experience, a well-trained TC can achieve a very high acceptance rate.

Third, financial options are critical, especially in the COVID-19 era. It is important to have several financial options available to patients, including discounts for paying upfront, payment plans and patient financing. Where possible, interest-free patient financing is one of the most powerful options available today.

My fourth point is the importance of following up. Many patients will not decide on the spot and need a follow-up phone call from the TC to answer any additional questions or create a pathway to accepting treatment. It can be as simple as finding the right appointment time or as complex as working out acceptable payment options for the patient’s financial situation.

Finally, many patients are surprised to find out at the end of the TC presentation that the recommended treatment is not fully or partially covered by dental insurance. This situation can be avoided by explaining to patients upfront that dental insurance will not be covering all or any portion of the case. One of the key factors in patient psychology is to give a patient any “less-than-desirable” information upfront and then build value from that point on. If you wait until the end, and patients are surprised about the limitations of their insurance coverage, they end up becoming paralyzed in their decision-making.

There are many factors in what we refer to as the “TC process and training.” I hope the few that I have listed here will be a benefit to you and improve your current scenario. Thank you again for your question, and I wish you the very best of luck and success.

Sincerely,
Roger P. Levin, DDS