Clinic after staff training.
Heads of clinics and doctors often complain: after consultation, many patients do not stay for treatment, partially implement the recommended plans, or even refuse to follow the specialist’s suggestions, they want to save on everything, but get high-quality treatment and great guarantees. The dentist sincerely wants to help the patient to the maximum extent possible, but the patient behaves strangely, resisting his intentions: “I came to put a seal, and you offer me to take a panoramic picture, to carry out a whole treatment plan.”
One of the reasons for this situation is that commercial dentistry is very behind the growing consumer competence of the recipient of services
A modern visitor to the clinic manifests itself as a recipient of services, and not just as a recipient of dental care. He wants to understand what and why the doctor intends to do, which option is better in his clinical situation, and which is worse and why, what the cost of treatment is, what guarantees will be. The doctor must have a good command of the word, logic, methods of persuasion, focus on the psychological characteristics of the patient. It is equally important for the modern recipient of services to make sure that he is a professional who is sincerely interested in doing his job qualitatively from beginning to end. Moreover, almost every patient who enters the office as if scans a doctor for his morality: is it possible to trust him, is he an honest person or wants to earn more by imposing a recommended plan, a panoramic or computer image and the most expensive treatment technology.
Many dentists are confident that they are doing everything as it should, and do not make mistakes. This is understandable: self-awareness performs a protective function in the behavior of the individual. However, during the course of classes it is immediately discovered that the necessary knowledge and skills are usually absent or very superficial. Participation in a training seminar helps doctors to realize their mistakes, to see themselves from the side, they get step-by-step algorithms for consultation and subsequent techniques.
Most clinics have acquired the latest dental technologies and materials, but only a few doctors, as our many years of experience show, have learned to actively “sell” them based on a particular demanding customer, i.e. show the essence and advantages of different options. In the classroom, it turns out that the doctor speaks around the bush, utter common words, cannot think in sequence.
Reason: many dentists confuse their general speech ability (ability to speak freely and a lot) with professional communication, which is distinguished by clarity, logic, verified arguments addressed to a particular person.
The main drawback of most dentists is that they are accustomed to playing a “paternalistic” role (from lat. Dad) in front of patients, not noticing that the recipient of services does not accept it.
This is manifested in a manner of communication: I am a doctor and I know what I am saying, but you listen and agree, I advise what and how to do it – accept it without a doubt, I name the price – believe that it is justified, do not give guarantees – accept my position. That’s why consultations of “paternalists” are held in 10-15 minutes, that’s why they don’t like it when the patient asks the questions “what and why”, that’s why such doctors don’t want to explain the purpose of informed voluntary consent, but it (if correctly drawn up) helps to remove unreasonable complaints about the quality of treatment and thereby prevent conflicts. Hence the “paternalist dentists” desire to obtain from the psychologist some simple secrets with which you can become rich.
One doctor arrived at a training seminar on active sales and brought up a list of questions he was interested in hoping to get “miraculous” tips: “what words should be said to the patient after treatment so that he will only turn to me from now on?”, “How to explain what to ask for discounts indecent? ”,“ what chips do you recommend using so that patients stay after consultations and fulfill the treatment plan that I made? ”
I will disappoint seekers of “miracles”: the training seminar “Active sales of dental services” does not set the task of selling more and what’s more expensive. The seminar encourages specialists to abandon the familiar “paternalistic” role, teaches them to focus on the modern, demanding recipient of paid services, to earn “trust points” at every stage of interaction from “entry” to “exit”.
From the first to the last second, it is necessary to interact with the recipient of services in such a way as to convince him of his professionalism, honesty, concern for the quality of diagnosis and treatment. This requires verified psychological technologies of persuasion and suggestion. If you are a master of your craft, the effect will certainly appear, you will gain competitive advantages.