Your hygienists should generate 25% of your total office production. Re-care should account for a significant portion of that percentage, but your hygienists should also be educating patients about other practice services. Unfortunately, Levin Group has observed the typical hygiene appointment goes something like this:
Tina, the hygienist, greets Mrs. Jones as she enters the operatory. After a few pleasantries, Tina begins the hygiene exam. For the next 25 minutes, Tina focuses on removing plaque and calculus from Mrs. Jones’ teeth.
Tina notices that the patient’s front teeth are discolored and could benefit from whitening, but she doesn’t say anything. In fact, with the exception of directing Mrs. Jones to turn her head a few times, Tina doesn’t communicate verbally with the patient during the entire exam.
Afterward, Tina says, “I noticed that there might be some decay on a lower molar. Dr. Thompson will have a look at it when he comes in.”
Tina had an opportunity to promote whitening, but let the opportunity pass. Many team members do not feel comfortable educating patients about practice services for several reasons:
1) lack of training;
2) lack of encouragement from the dentist;
3) not part of current job responsibilities.
With the right training and coaching, Tina’s interaction with Mrs. Jones would have gone something like this:
“Mrs. Jones, you have some discoloration on your front teeth. Have you ever thought about whitening?” Tina says, stopping the examination momentarily.
“No, I haven’t.”
“Would you like to have a brighter, whiter smile?”
“Sure,” says Mrs. Jones.
“Let me tell you about our whitening options,” Tina says, continuing with the hygiene exam. Tina mentions the practice’s two options: professional whitening kits and in-office whitening. Mrs. Jones listens attentively. After the exam, Tina informs the dentist about Mrs. Jones’ interest in whitening.
Not every patient will accept treatment the first time it’s presented. Many patients need multiple exposures to potential treatment before they say “yes.” But, remember, if you don’t present it, they can’t accept it.
Presenting or “pre-selling” treatment is just one action step to maximize the hygiene department. Here are six more strategies to unleash your hygiene potential:
1. Schedule the next re-care appointment now
An effective recare program ensures a steady stream of patients presenting to the practice.
Scheduling all recare patients right away reduces patient attrition. Develop effective scheduling scripts that build value for each recare appointment. This will reduce cancellations and no-shows, ensuring a full schedule and positioning the practice to reach its daily production goals.
2. Set hygiene goals
Determine realistic performance goals based on the past 12 months of hygiene production. In general, Levin Group finds that well-managed hygiene departments can experience a 10-15% annual growth in production. Annual goals should be converted to monthly and daily objectives that the entire team can successfully monitor and achieve.
Establishing production goals in the hygiene department will be useless unless time is reserved in the schedule for high-production procedures. For example, if hygiene goals call for two scaling and root-planing procedures per day, leave time available on the schedule for such treatment. Once diagnosed, patients requiring scaling and root planing typically can be quickly scheduled for treatment.
3. Train the hygiene team
To present comprehensive treatment solutions, hygienists will need training on your need-based and cosmetic services. Levin Group has found that scripting is the most effective and efficient method of training. During morning meeting and staff meetings, team members can “role-play” using the scripting to increase their knowledge of practice services and to boost the staff’s comfort level when presenting information about treatment options.
4. Identify patients requiring additional treatment
Also, during the morning meeting, the scheduling coordinator should review that day’s patients and their scheduled treatment. She should discuss if any patients had turned down recommended treatment in the past. As mentioned earlier, many patients who initially pass on treatment often say “yes” during the second or third presentation. Keep reinforcing the message, and patients will often respond positively.
5. Educate patients during the hygiene exam
Once the hygienist is knowledgeable about what will be presented in the treatment room, she can use chair time to educate patients about specific services. Such an approach saves tremendous doctor time in the hygiene operatory. An effective hygienist will often have convinced patients to accept treatment before the dentist steps into the operatory.
6. Expand the service mix
Practices have exceptional opportunities to build value for patient care through innovative treatment options and services. Examples of value-added hygiene services to patients:
• Enhanced services. At-home products, such as power toothbrushes and dental water jets, are important services that improve patient care while adding value to dental treatment.
• Adjunctive services. Services such as sealants, whitening and antibacterial therapy should be a part of every hygiene department.
• Optimal dental care. Many patients have dental restorations and amalgams in need of repair. When older dental work needs to be replaced or repaired, present a new treatment plan to the patient. Waiting only leads to more complex and more expensive treatment in the future.
7. Coach your team to success
As the practice leader, you have to show your team how to develop strong relationships with patients and build value for treatment. Encourage your team as they work on improving their verbal skills. Positive change doesn’t happen overnight, but be positive and it will happen.
Conclusion
You can get more out of your hygiene department. With the right verbal skills training and coaching, “Tina” could be a natural at patient education. Give your hygienists the tools they need to succeed, and watch your practice reach the highest levels of success.
To receive a free audio CD from Dr. Levin on “Eight Strategies of Highly Successful Practices,” call 888-973-0000 or e-mail your name, type of practice, phone number, and address to customerservice@levingroup.comwith “Eight Strategies” in the subject line.
