While much has been written and many seminars presented on how to increase case acceptance, some dentists are naturally charismatic and can achieve excellent case acceptance rates, while others, unfortunately, are not. Many dentists are uncomfortable with case presentation because they believe they are “selling.” Nevertheless, for patients to move forward with treatment, they must feel motivated, excited, and inspired. As the author can attest in working with numerous dental practices over the years, the following seven steps can help improve case acceptance—regardless of personality type.
1. Greet every patient with enthusiasm.Case acceptance does not begin in the consult room—it begins the moment a patient enters the office. In studying successful hospitality-driven organizations such as The Ritz-Carlton and The Walt Disney Company, the author’s firm has found that their emphasis on enthusiastic greetings plays a major role in their success.
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Practices need to implement this approach at the front desk. An enthusiastic greeting paired with thoughtful scripting sets the tone for the entire visit. A simple example: “Mrs. Jones, we’re delighted to see you today. We’ve been looking forward to your visit.” Accompanied by a genuine smile and focused attention, an enthusiastic greeting creates a positive emotional connection that can help influence patients to accept treatment.
2. Be on time.Running behind schedule is often a result of an unrealistic (overly optimistic) scheduling system. Punctuality is vital in today’s busy world, as many patients are highly sensitive to time constraints. When case presentations start late, patients may become distracted and focus on leaving on time rather than fully engaging with the recommendations presented. Being on time demonstrates respect and helps patients remain attentive.
3. Escort patients to the consult room. A team member should personally escort patients to the consult room. This interaction should be warm, energetic, and welcoming. Furthermore, the escort should express appreciation for the patient’s visit and let them know the doctor will be with them shortly. This reinforces a sense of care and professionalism.
4. Pause and reset before entering. Doctors often move quickly from one patient to the next. Before entering the consult room, they should take a moment to pause, breathe, and reset. The goal is to appear calm, confident, and fully present. A simple technique is to stop at the door, take a deep breath, smile, and then enter. Greet the patient warmly—ideally with a handshake—and express genuine appreciation for their visit. Patients should feel like they are more than just a name on the schedule.
5. Be mindful of body language.Experts estimate that more than 70% of communication is nonverbal, including posture, facial expressions, and tone of voice. Patients use these cues to assess focus, sincerity, and trustworthiness during case presentation.
Key aspects of body language include: (1) sitting down at eye level to create a comfortable and collaborative environment (standing can feel intimidating); (2) making eye contact, which signals attentiveness and builds trust; (3) leaning forward to convey engagement and interest; and (4) smiling to communicate warmth and likability. Patients are more likely to accept treatment from someone they feel connected to.
6. Focus on the benefits of the treatment, not technical details.Dentists are often enthusiastic about the technical aspects of treatment, but most patients are more interested in outcomes. They make decisions based largely on how they feel about the treatment. For example, porcelain laminate veneers can help a patient look younger and feel more confident. The materials and technical details are secondary. Patients evaluate the emotional and practical benefits, as well as how they are treated throughout the experience.
7. Make financing easy.A key principle in business is to make it easy for customers to do business with you. In dentistry, this is especially true when it comes to financing. Patients must evaluate the value of treatment, decide whether to proceed, understand insurance coverage, and determine how to pay. Simplifying this process is essential to help encourage patients to accept treatment. Financing options should be introduced early in the consultation and should include patient financing. Financing should be a standard part of every case presentation. When patients understand that flexible and sometimes interest-free options are available, case acceptance often increases significantly.
Implementing these strategies—supported by a strong commitment to customer service—will enable practices to see increases in production, collections, and profitability. More importantly, more patients will receive the care they need.
About the Author
Roger P. Levin, DDS
CEO and Founder, Levin Group, Inc. (levingroup.com), a practice management consulting firm that has worked with more than 30,000 dental practices
