1. Pride InstitutePride Institute
Practice ManagementPractice Management
The Art ofThe Art of
Meaningful ConversationMeaningful Conversation
Getting PatientsGetting Patients
To Value TreatmentTo Value Treatment
A Skills-Building Webinar
with
Wayne D Pernell, PhD

2. In The Beginning...In The Beginning...
The Patient’s ExperienceThe Patient’s Experience
• WhatWhat dodo youyou reallyreally valuevalue on the patient’son the patient’s
behalfbehalf??
– ??
– ??
• HowHow do you convey that todo you convey that to eacheach patient?patient?
– ??
– ??

3. Getting to “Yes” comes from...Getting to “Yes” comes from...
• Feeling SafeFeeling Safe
• A Sense of TrustA Sense of Trust
• Understanding the (logic of) the planUnderstanding the (logic of) the plan
First come feelings, then comes the logical

4. Do you know the differenceDo you know the difference
...between...between I willI will
andand
I want?I want?
The goal of the dental team is to
move patients to a place of
wanting what they need

5. You’re in the right place!You’re in the right place!
Think of your favorite restaurant -Think of your favorite restaurant -
How do you feelHow do you feel when you go?when you go?
Is the food reallyIs the food really thatthat great or is itgreat or is it
something you experience whilesomething you experience while
you’re there?you’re there?

6. Patients And Their GutsPatients And Their Guts
Patients don’t know what kind of treatmentPatients don’t know what kind of treatment
you’re offering. They have to assume thatyou’re offering. They have to assume that
you’re at least technically good or better.you’re at least technically good or better.

7. Patients And Their GutsPatients And Their Guts
PatientsPatients DODO know how they feel when theyknow how they feel when they
get to your office. They need toget to your office. They need to feelfeel
welcomed and comfortedwelcomed and comforted by beingby being
expected.expected.
They also need to be told what they canThey also need to be told what they can
expect.expect.
Remember the restaurant?Remember the restaurant?

8. The First ContactThe First Contact
- Each Contact!- Each Contact!
Whether by phone or walking up, firstWhether by phone or walking up, first
impressions make all the difference.impressions make all the difference.
How do you say,How do you say, “You’re in the right place?”“You’re in the right place?”

9. Who is your patient?Who is your patient?
What do youWhat do you reallyreally know about him or her?know about him or her?
How might you find out?
ASK!!!

10. Open Ended QuestionsOpen Ended Questions
Open Ended Questions cannot be answeredOpen Ended Questions cannot be answered
by a Yes, No, or gruntby a Yes, No, or grunt
In contrast, open-ended questions serveIn contrast, open-ended questions serve
to inspireto inspire moremore conversationconversation
Why is that important?

11. Open Ended QuestionsOpen Ended Questions
Begin withBegin with
WhatWhat
oror
HowHow

12. Open Ended QuestionsOpen Ended Questions
What would make you feel like this was aWhat would make you feel like this was a
successful visit?successful visit?
How are you feeling about your smile?How are you feeling about your smile?
What are you hoping I will or won’t doWhat are you hoping I will or won’t do
today?today?

13. Impact Oriented QuestionsImpact Oriented Questions
So you know a little about why they cameSo you know a little about why they came
You might have even heard aboutYou might have even heard about
why they’ve come at this pointwhy they’ve come at this point
But you don’t know much
about them, personally

14. Ask...Ask...
How has that affected your life?How has that affected your life?
What do you think might be differentWhat do you think might be different
for you when we get that fixed?for you when we get that fixed?
Then...
Listen

15. From Questions To ClarityFrom Questions To Clarity
Open Ended QuestionsOpen Ended Questions
Impact oriented QuestionsImpact oriented Questions
Active ListeningActive Listening
Hand-OffsHand-Offs

16. Active Listening -Active Listening -
One of the most powerful things thatOne of the most powerful things that
one human can do for another isone human can do for another is
simply to listensimply to listen
Demonstrate that you’re listening by
using this formula:
Lead In
+ Emotion
+ Content
+ Pause

17. Active ListeningActive Listening
Does two essential things:Does two essential things:
1) It builds trust1) It builds trust
2) It helps to clarify key motivators2) It helps to clarify key motivators

18. Active Listening -Active Listening -
THE FORMULA:THE FORMULA:
Lead In
+ Emotion
+ Content
+ Pause

19. You’ve Listened…You’ve Listened…
Now what?Now what?
You’ve got to be able to pass theYou’ve got to be able to pass the
information along!information along!
You’ve also got to be able to let the patientYou’ve also got to be able to let the patient
know he/she has been heard.know he/she has been heard.
Think of poor flow in a
medical office - the forms,
check in, nurse, dr…

20. A call to actionA call to action
WhileWhile youyou can see what needscan see what needs
doing, patients aren’t looking indoing, patients aren’t looking in
their own mouths. They misstheir own mouths. They miss
the true value of the dentistrythe true value of the dentistry
and they won’t say “yes” unlessand they won’t say “yes” unless
they feel heard andthey feel heard and
understood. They also need aunderstood. They also need a
good reason to say yes.good reason to say yes.
The trick is not to “go all dental” on them. Tell them
why it’s important to them and then guide them to
action.

21. Sure, so WIIFM??Sure, so WIIFM??
• Every statement you make should answerEvery statement you make should answer
the questionthe question What’s In It For Me?What’s In It For Me? fromfrom
the patient’s perspectivethe patient’s perspective
• If you’ve gotten clarity about the patient’sIf you’ve gotten clarity about the patient’s
true motivators, guide the patient totrue motivators, guide the patient to
treatment using the path they’ve paved...treatment using the path they’ve paved...

22. Operatory Script –Operatory Script –
The Hallway HandoffThe Hallway Handoff
““Dr, Mrs. Jones was just saying that herDr, Mrs. Jones was just saying that her
boys are coming home from college andboys are coming home from college and
that she’s planning a big family Bar-B-Quethat she’s planning a big family Bar-B-Que
in the park. Because she doesn’t wantin the park. Because she doesn’t want
that back lower left side to hurt, I told herthat back lower left side to hurt, I told her
you’d look at it (#19, doc) and let her knowyou’d look at it (#19, doc) and let her know
how a crown would allow her to enjoy herhow a crown would allow her to enjoy her
special family gathering.”special family gathering.”

23. Operatory Script –Operatory Script –
The Hygiene HandoffThe Hygiene Handoff
““Dr, Mrs. Jones was just saying that herDr, Mrs. Jones was just saying that her
boys are coming home from college andboys are coming home from college and
that she’s planning a big family Bar-B-Quethat she’s planning a big family Bar-B-Que
in the park. I took a picture of what looksin the park. I took a picture of what looks
like a crack on 19 – that’s the lower leftlike a crack on 19 – that’s the lower left
side, Ms. Jones, and let her know how aside, Ms. Jones, and let her know how a
crown would allow her to enjoy her specialcrown would allow her to enjoy her special
family gathering.”family gathering.”

24. Dr’s response -Dr’s response -
Great call! You’ve been in such greatGreat call! You’ve been in such great
hands, Ms. Jones! What do you thinkhands, Ms. Jones! What do you think
about this picture that she shot of that backabout this picture that she shot of that back
tooth?tooth?
Yep, you can see the crack there and thoseYep, you can see the crack there and those
things do not get better on their own. Ithings do not get better on their own. I
know that from our meeting this morningknow that from our meeting this morning
we have Thursday at 10am available forwe have Thursday at 10am available for
this type of appointment. Shall I see if Ithis type of appointment. Shall I see if I
can reserve that time for you?can reserve that time for you?

25. The DE-BRIEFThe DE-BRIEF
At the end of the appointment –At the end of the appointment –
• Pull up eye-to-eye and knee-to-kneePull up eye-to-eye and knee-to-knee
• Let the patient know about six key points of whatLet the patient know about six key points of what
happened during the appointment and why they werehappened during the appointment and why they were
necessary (building value for THIS appointment)necessary (building value for THIS appointment)
• Let the patient know why coming back at the scheduledLet the patient know why coming back at the scheduled
time is so important – (building value for thetime is so important – (building value for the nextnext
appointment)appointment)
– Phrase it all in terms of WIIFM from the patient’s perspectivePhrase it all in terms of WIIFM from the patient’s perspective

26. Hand-Off at the Front DeskHand-Off at the Front Desk
• While the patient may have heard aboutWhile the patient may have heard about
treatment in the back, hearing it again uptreatment in the back, hearing it again up
front seems to “seal the deal”front seems to “seal the deal”
– They’re upright and listening differentlyThey’re upright and listening differently
– They’re not held hostage in the OpThey’re not held hostage in the Op
• They’re back in controlThey’re back in control

27. Front Desk Script –Front Desk Script –
Remember The HallwayRemember The Hallway
Handoff??Handoff??
““Mrs. Jones was just saying that her boys areMrs. Jones was just saying that her boys are
coming home from college and that she’scoming home from college and that she’s
planning a big family Bar-B-Que in the park.planning a big family Bar-B-Que in the park.
Because she doesn’t want that back lower leftBecause she doesn’t want that back lower left
side to hurt, we talked about getting #19 fixedside to hurt, we talked about getting #19 fixed
with a PFM – remember Ms. Jones, that’s awith a PFM – remember Ms. Jones, that’s a
crown that will make that broken tooth strongcrown that will make that broken tooth strong
again so that you can enjoy your special familyagain so that you can enjoy your special family
gathering.”gathering.”

28. Review -Review -
• Ask questionsAsk questions
• ListenListen
• Respond and Clarify using ActiveRespond and Clarify using Active
Listening to get to the motivatorListening to get to the motivator
• Answer EVERYTHING in terms of WIIFMAnswer EVERYTHING in terms of WIIFM
from the patient’s perspectivefrom the patient’s perspective
• Hand-Off while Adding Value!!Hand-Off while Adding Value!!

29. What Questions Do You Have??What Questions Do You Have??
Thanks For JoiThanks For Joining Me On This Journey Ofning Me On This Journey Of
The Art ofThe Art of
Meaningful ConversationMeaningful Conversation
Getting PatientsGetting Patients
To Value Their TreatmentTo Value Their Treatment
Wayne D Pernell, PhD
Find me on FaceBook
AND…
Pride Institute – Dental Practice Management (page)

30. Shift your thinking a minute…Shift your thinking a minute…
In the time weIn the time we
have left, let’s lookhave left, let’s look
at some numbersat some numbers
and talk aboutand talk about
whywhy they matter…they matter…

35. That’s a Start –That’s a Start –
In the Future, We’ll Go Through:In the Future, We’ll Go Through:
• B + PB + P
• Objection HandlingObjection Handling
• DebriefDebrief
• Hand-OffHand-Off
• Follow-UpFollow-Up