Reception Success: Winning Over Typical Periodontal Patients

Case Analysis of Lost Patient:

Doctor: Hello, what seems to be the issue with your teeth?

Patient: Hi, Doctor. I’ve had this problem with my tooth for over a decade now. Whenever I eat, food gets stuck, and even using toothpicks doesn’t help. It’s really uncomfortable.

Doctor:For how long has this been happening?

Patient: Well, I’ve been feeling uncomfortable for about ten years now.

Doctor:So, it’s been ten years of discomfort.

Patient: I just hung up the phone.

Doctor:Oh, alright.

Patient:Hello? Hi, Mr. Zhang. How are you? Yes, yes, I understand. Alright, I’ll be there shortly. Okay, bye.

Doctor:So, regarding your tooth issue, it frequently gets food stuck. What could be the reason?

It’s the gap between the teeth, and a bit of gum disease, which causes bleeding gums. Have you noticed this in your daily life before? It used to happen before.

Patient:Yes, but it wasn’t too severe. Sometimes there was bleeding, but now it’s all good. I don’t experience that anymore.

Doctor:Certainly, when you had bleeding before, you probably didn’t pay much attention to it, right? Sometimes, when eating an apple, there would be bloodstains on it from the teeth marks, and sometimes it would bleed. But now, it’s fine, right? Now, you don’t experience that anymore. Looking at your teeth, because it developed over time.

Doctor:You seem busy, huh?

Patient:Oh yes, my phone keeps ringing.

Doctor:Oh, well, can you please not take any calls for a moment and listen to me for a couple of sentences?

Patient:Sure, go ahead.

Doctor:You’re probably a bit busy on your end. Let me explain about this tooth. Initially, you might not have noticed it, but due to long-term smoking and drinking, your gums frequently bled, and now, they have formed tartar, which is slowly hardening. It’s not easy to brush off, so you feel like your teeth are sparse. The best solution would be to remove the tartar and undergo a systematic periodontal treatment.

Patient:Sorry, I have to take this call again.

Hello? Hello? Hey, I’ll be right there.

Doctor:You’re just too busy. Alright, you go ahead.

About this case,how to improve？

Hello everyone, from above case,in fact many doctors are indeed quite troubled. Firstly, the case referral resolution rate is not very high, and secondly, there are quite a few phone calls. So, in this situation, if we change our approach, there is still a possibility of retention. At least, if we can’t retain today, we can lay the groundwork. Or, to put it simply, address it first and the possibility of it coming back later is still very high. Why? It’s because of our orthodontic family members. Regarding the loss of referral cases, I will analyze it for you from the following seven aspects.

The first point is that before referral to the orthodontic department, we did not lay a good foundation for the referral. For example, when making a referral, before the referral, can our doctors first ask about some of their needs? Such as their teeth, apart from impacted teeth, what other symptoms do they have? Is there any pain? How is the communication in these cases?

The second point，Before the referral, have we introduced the characteristics of our periodontal department and some specialties of our doctors? This requires appropriate packaging.Guiding the patient to the periodontal department before the referral. So, before this, have we had sufficient communication with the receiving doctor from the periodontal department? So, before the referral, we must first lay a good foundation.

The third point is to ensure that customers accept the preparation before tooth extraction. Otherwise, if they come today just to solve the impacted tooth problem and then we immediately suggest tooth extraction, they will find it hard to accept. Customers describe the problem as just an inconvenience when eating due to impacted teeth, but they do not realize the potential harm caused by this. The doctor needs to explain it thoroughly. So, during the examination, your reception and examination cannot be too casual. If it’s too casual without a strategy, combined with being too busy and receiving many phone calls, the doctor is always passive. It’s difficult to earn the customer’s respect for the doctor. At this time, we need to adopt some strategic approaches, such as creating conditions to make him cooperate with our examination as much as possible.

When examining, our endoscope, such a good communication tool, is not being utilized to its full potential. Also, before accepting periodontal disease treatment, X-rays must be taken. Therefore, agreeing to take an X-ray or a CBCT scan increases the success rate of periodontal disease treatment to at least 50%. Through endoscopy and X-rays, and then communicating the results, it’s more intuitive and easier for them to understand, especially when accompanied by illustrations. The purpose is to create resonance. For example, the symptoms besides impacted teeth, such as bad breath and gingival redness and swelling, and whether there is absorption of the jawbone around the seventh tooth can all be shown to him. After showing the X-ray, explain the reasons for impacted teeth, such as improper tooth extraction or gaps, and also because this area is relatively thick, making thorough brushing difficult.Furthermore, due to these issues, the inconvenience caused by impacted teeth is underestimated at present. If it further develops, what kind of harm will it cause? After explaining this thoroughly, they will definitely realize the trouble it may cause. For example, it may affect the front teeth. They usually only realize or feel the inconvenience caused by impacted teeth when eating, but do not realize the potential harm. The doctor needs to explain this thoroughly. After explaining the situation, the doctor needs to make him resonate with it and realize that this could be very troublesome if it continues. For example, where does the oral odor come from? It may be related to this. Then we explain where the bad breath comes from. One aspect comes from the systemic system, such as our digestive system, which is actually less common, and there may also be systemic diseases, such as diabetes patients. Then we can judge from his breath that he is mostly a local factor of diabetes. What is a local factor? One is the substances attached to our teeth, such as subgingival calculus and food impaction, which ferment and produce. Another situation is, for example, tongue coating. So, the main reason for this situation is what? It’s because there are many things impacted, which is a reason. If things are not convenient, he may be reluctant to have his teeth extracted. If this is combined with bad breath, periodontal disease, and other factors, the harm caused by this development will stimulate him to want to quickly eliminate this condition, to have a desire for rapid treatment.

The forth point,For cases where the symptoms are not very obvious and the resolution rate is not very high, when designing a plan for visiting customers, it is necessary to be comprehensive and selective, have sincere communication, and patiently guide them, but avoid deliberate promotion, especially for high-priced plans. For example, if it is determined based on my situation, the first plan is to lay a good foundation first, then I will design a plan next. If the foundation is not laid well, I will definitely not mention the plan, let alone the price. So, the first plan is tooth extraction. Before tooth extraction, I suggest taking an X-ray first. I will tell him, can you have your tooth extracted without taking an X-ray? You can still have your tooth extracted without an X-ray. Similarly, can a tooth be extracted without an X-ray? But why take an X-ray? It’s not to make him spend more money, but because we need to see, apart from this tooth, because the obstruction and variation of the root are quite large, another situation is what is the relationship with the adjacent teeth? Are there many cysts in the jawbone? Not taking an X-ray before tooth extraction, because cysts are very dangerous and can cause infection. Gap infection is actually quite troublesome, and what else? For example, if it’s in the lower jaw, we need to talk about, for example, this inferior alveolar nerve canal. Oh, and what’s the situation around the tooth root? So, for this situation, we’re not asking him to take an X-ray to spend more, but to be truly responsible for him. We are very professional, so the first plan is tooth extraction. Before tooth extraction, it is recommended to take an X-ray. The reason for taking an X-ray is very sufficient, can you have your tooth extracted without taking an X-ray? It can still be extracted, but doing so has hidden dangers. The second plan, for example, is periodontal treatment, periodontal treatment combined with tooth extraction. The third plan is tooth extraction followed by periodontal treatment. These two plans, sometimes I tell him, if you agree to accept periodontal disease treatment, that is, willing to undergo periodontal disease treatment, it is better to do periodontal treatment first, then tooth extraction. Why? Because controlling inflammation and preventing gap infection. So, if you are unwilling to undergo periodontal disease treatment, but this tooth also needs to be extracted, then it is possible to extract it first and then do periodontal treatment, but if you decide to do periodontal treatment, it is better to do the treatment first and then extract the tooth, because this has a better effect. Therefore, the plan design must be comprehensive and selective, sincere communication, and patient guidance, but avoid deliberate promotion, especially for high-priced plans.

The fifth point is that the reasons for customers to accept dental cleaning are not sufficient. Customers come for treatment just to solve the problem of impacted teeth. So, at this time, letting them undergo dental cleaning might make them think, “Can dental cleaning solve the problem of impacted teeth?” Ah, dental cleaning cannot solve it. So why insist on dental cleaning? Certainly, at this point, the patient might think what? That they are being pushed to spend more. Due to the tense doctor-patient relationship, what will the customer have? A sense of wariness. Once this wariness sets in, resistance will arise. So, how do we introduce dental cleaning to them? Therefore, we need to lay the groundwork during the examination and ensure that it is comprehensive. It’s about convincing them to accept dental cleaning beforehand. For example, with the endoscope, after taking images, we need to create a need for dental cleaning for them to see. What should we do? We must create a need for them to undergo dental cleaning. For example, if the endoscope shows very poor oral hygiene, a lot of stains from smoking, and deep periodontal pockets, along with the presence of tartar and oral odor, among other issues, at this point, even if they are unwilling to have teeth extracted, why might they not accept it? Because they have concerns, there’s pain and surgery involved in tooth extraction, but dental cleaning still needs to be done regularly. So, at this point, we need to create a need for dental cleaning for them, rather than just telling them they need it. At this point, it’s about taking a professional stance rather than trying to make them spend more.

The sixth aspect is that our service work is not yet up to par. For customers like this, who frequently make phone calls, I feel in a sense that it disrespects the doctors. Why? Because the doctors are not respecting the patients. This can lead to the other party not respecting the doctors. For example, if during a consultation, you are too casual and the customer only wants to resolve a toothache but then you suggest extraction, surgery, and dental cleaning, it becomes troublesome. In cases like this, we need to improve our service, such as through thorough examinations and detailed guidance. Good service means, for instance, I generally request that the nurse perform their service well. After the examination, I must rinse with a three-way syringe. After rinsing, what should I do? Spit. At this time, the nurse standing beside should proactively fetch a cup, not letting the customer fetch it themselves. Personally bring it to their mouth, not allowing them to do what? Not allowing them to use their hands, only their mouth. After spitting, pick up a tissue and help them wipe, it must be helping them wipe, etc. If a very attractive nurse provides such a service for a gentleman and it’s free, he would feel very embarrassed. Based on this, if we still want to answer the phone, for example, the nurse can say, “Hello sir, could you let our doctor finish speaking first? Can I answer for you in a moment, or should I take the call first?” Or the doctor can indirectly say, “If it’s not an urgent call, could it wait a moment? Let me finish speaking to you, it’s okay, I believe it won’t affect anything. I think your teeth are also important, right?” Sincerely communicate with them about these matters. In short, find ways to turn passivity into initiative; otherwise, what happens? The doctor remains passive. So, if we spend our lives in passivity, it’s hard for us to do what? It’s hard for us to take control. So about this point, what do we need? If we want doctors to respect us, doctors should first respect the customers. This is a prerequisite. When customers are leaving, there are no proactive retention measures taken. For example, I see you have many calls today, and you are indeed busy, like this, take a minute of your time. Let me first give you a free rinse of this periodontium, clear out the food debris for you, then rinse your periodontium and give you some medication to reduce inflammation. Hey, then what? Relieve the symptoms a bit. When you have time one day when you are not busy, we can do a thorough treatment. Generally, this is difficult to resist. First, it’s free. Second, we need to pay attention to our approach, we emphasize etiquette and details. So, at this time, we sincerely help them solve the problem, not making them spend more. Once they stay, lying in the chair, we must operate slowly and gently, right? It must be done properly, and they will feel that you are very attentive and not charging them, right? Right. At this time, while rinsing, we communicate and provide health education. The purpose of health education is to increase their awareness of dental health. If they value their teeth, they will prioritize dental appointments, even money is not an issue. At this time, we don’t charge them for medication. Even for some old customers, because they are family members of orthodontic patients. At this time, after collaborating with the orthodontic department, we actively give them a bottle of mouthwash. First, I’ll help you with the free treatment, then I’ll give you a bottle of mouthwash, and then personally escort them out. Secondly, escorting them out, at this time, let the customer feel that the service is excellent, experience our service, and recognize the value of our service. Let them feel sorry, so the next time there is an opportunity, we can call to check on them, right? Right, checking on them doesn’t mean asking if they had a tooth extracted or did a periodontal treatment, but rather if their recent symptoms have improved. If not, come over again, I’ll help you resolve it thoroughly when you’re available.

The Seventh point,The customer’s perception of dental care is another issue. By establishing a perception-oriented approach, it’s about adopting a diagnostic mindset, which includes empathy and considering the perspective of the patient. Many doctors say, “Oh, I’m considering the patient’s perspective,” but are you really? Actually, you’re considering your own perspective or a professional perspective, nothing more. You’re not truly considering the patient’s perspective. Considering the patient’s perspective means what? It means considering their needs. Have you identified their needs? No, so you can only take a professional stance. Therefore, we must first address their immediate needs, which are the problems they urgently need to solve. Then, based on meeting their immediate needs, we can explore their underlying needs. On the other hand, we always need to care about the other party, sincerely help them solve their problems, and not try to make them spend more. By doing so, I believe our diagnostic efficiency will be significantly improved. Additionally, the last piece of advice, because this is a case involving a family member of a patient undergoing orthodontic treatment, there’s still a high possibility that they will accept our treatment if we follow up diligently. Because they have future appointments for their family members, the child needs follow-up appointments, too. So, for this referral loss case, I will conclude here. Thank you all for watching.