The Front OfficeCreating value
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Background
For many dentists, cosmetic treatments have helped their practices flourish. The key is to create value. This means proving to patients the value of the treatments being provided. Excellent patient satisfaction, comprehensive staff training, effective case presentation, and an appealing office appearance all contribute to creating value and successfully integrating cosmetic treatments into a dental practice.
Patient Satisfaction
Case acceptance rates rise when patient experiences are extremely positive. Practices must deliver patient service that exceeds patient expectations to demonstrate to patients that the cosmetic treatments have impressive value. Among the ways to achieve this are the following:
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Greet each patient by name to create a sense of familiarity and convey to the patient that they are seen as persons, not revenue sources.
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Offer refreshments such as water and coffee, which shows you put the patient's
Staff Training
The dental team must be able to fluently talk about the esthetic procedures so they can respond to patients' comments or questions. Most patients do not know about all the cosmetic procedures that are available. Dentists and their staff must educate patients about what is available and the added value that each procedure offers. Every patient interaction carries the opportunity to tell patients about the benefits of elective services, which may include whitening, veneers, composites, and
Case Presentation
Patients are usually willing to listen to how the dentist can enhance their smile. Often if the value and benefits—both long-term and short-term—of a cosmetic procedure are explained clearly to patients, they will find a way to be able to afford them.
Strategies to improve cosmetic case acceptance include the following:
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Build relationships by asking about family, hobbies, or vacations and engaging in relaxed conversations. This friendly approach engenders trust, which makes it easier to agree to
Office Appearance
Because cosmetic dentistry focuses on creating an excellent appearance, the dental office itself should be attractive and well-appointed. The appearance of the reception area and the treatment rooms can help patients validate their decision to have esthetic procedures. To begin, the dentist should visually inspect the entire office and seek ways to improve its appearance. The front desk area should be organized and clean. The dentist should try to see through the eyes of the patient and walk
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Levin RP: Selling cosmetic services: A good staff and office environment are key. AGD Impact 42:14-15, 2013
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