Case Analysis

Name: Shao Wei, Female

Age: 25

Occupation: Construction Engineering

Chief Complaint: Irregular teeth

Source: Entered the clinic while passing by

Background:

During the initial communication, the basic fees were discussed with the patient. The patient expressed a strong intention to undergo orthodontic treatment immediately and decided to proceed with it, despite having only a little over a year in Kunming. To expedite the process, it was suggested to use self-ligating brackets or the Angel invisible orthodontic scheme, extract four teeth, and follow the conventional orthodontic treatment.

Communication Details:

Consultant: Have you understood the options provided here?

Patient: Um, I don’t really understand. But I’m clear about the options. Orthodontic treatment requires a monthly visit. That’s not a problem; I can make it.

Consultant: That’s great. In our orthodontic department, a nurse had four teeth extracted and finished the treatment in a year and three months. However, we have a doctor at the front desk who underwent treatment for a year and a half. It actually depends on individual differences. It’s time for your follow-up appointment; delaying it can affect your treatment progress.

Patient: That’s fine; I will definitely come for follow-up on time. I’ll skip the Angel invisible correction; I heard it’s expensive, and I might get married in two years.

Consultant: Congratulations! Let’s get your teeth fixed quickly for your wedding photoshoot. Okay, let me calculate for you; I’ll sign you up for our hospital membership card.

Consultant: Here are your expenses; tooth extraction is 30 yuan per tooth, and you need to extract four teeth. That totals 120 yuan. Adult orthodontics cost 6200 yuan. The total is 6320 yuan, with an 80% discount, deducting the previous X-ray and mold-taking fee of 300 yuan. The total is 4756 yuan, but this fee includes domestically produced brackets. Self-ligating brackets are considered imported materials and are charged separately. So, this pair of brackets costs 5500 yuan without a discount, totaling 10256 yuan.

Patient: That’s a lot. Initially, I thought it would be around 5000 yuan. Can I be honest with you? I actually don’t have much money. I’ll just go with the regular option.

Consultant: Then, won’t you be short on time?

Patient: If I need to take wedding photos, can I remove them?

Consultant: Yes, but after removal, you’ll need a new pair.

Patient: Then I’ll stick with the regular option.

Consultant: Let me see if I can help you apply for installment payments.

Patient: Um, it’s too long; maybe I’ll call home. Yeah, I’ll go make a call.

Consultant: No need; you can make the call here. I’ll be back in about ten minutes.

Patient: Then let’s proceed; I still want to choose the domestically produced option.

Consultant: Okay, no problem. I’ll arrange for your photos and tooth extraction. Is it not during your menstrual period?

Patient: I think tomorrow is my menstrual period, so that’s how it is.

Consultant: You can’t have teeth extracted three days before or after menstruation. Let’s schedule another time.

While the consultant was about to take her to pay, she hesitated a bit. When they were descending from the fifth floor to the first floor, she suddenly told the consultant that she wanted to pay next time she got her teeth extracted.

Patient: Mainly considering the long wait, I want to discuss it with my boyfriend when I go back. If he agrees and provides me with some funds, I’ll choose the self-ligating option. Don’t worry; I’ll only choose your clinic; I won’t go to others. Um, don’t you have my information and phone number?

After several communications, I let the patient go, but later, when the consultant called her, she said she didn’t want to proceed. The main reasons were the high cost and long treatment duration.

Communication Strategies:

1.Cost and Value:

*Emphasize the value of orthodontic treatment beyond just the cost.

The issue of high cost is merely superficial; the true concern lies in whether the consumer perceives the treatment as valuable for the money spent and its effectiveness in correction.

*Highlight the investment aspect of orthodontic treatment compared to other purchases.

It’s not just about the price tag; it’s an investment in our appearance, especially when money is tight.

*Discuss the effectiveness and benefits of different orthodontic equipment and techniques.

We need to explain the benefits, what results they can expect, and whether the changes are visible. For example, we might suggest self-ligating brackets or invisible correction. We should also compare the time, accuracy, and final results to standard orthodontics.

2.Addressing Timing Issues in Communication with Patients:

Inappropriate timing in presenting the correct information. For example, with this patient, when discussing tooth extraction, as dental doctors, we need to inquire about the patient’s medical history and remind them that tooth extraction is not possible during menstruation. But in this case, how can we prevent patient attrition? Since the patient has already agreed to our plan, can we pay the fees first and then make appointment for operations.Or clean the teeth first and other wait after menstruation.

3.Establish trust and value before discussing pricing

Consumers generally consider prices high before sufficient value has been established. How do we establish value? We can do this by telling stories, creating dreams, allowing customers to make associations, and immersing them in the ideal solution we offer.

4.Understand and shape the customer’s purchasing power to ensure the feasibility of meeting their needs within their budget.

Even with good value proposition, if the price is too high, it becomes an ineffective demand. First, we try to shape it as much as possible. When shaping value and resonating with customers, their sensitivity to price usually decreases significantly.

Effective needs mainly refer to payment ability. The customer can afford about 5000 yuan. However, if it’s around 6000 yuan, they might accept it smoothly. If it goes higher, it might exceed their affordability. Just like buying a car, if you plan to spend 150,000 yuan on a car, you might accept one between 160,000 and 200,000 yuan, possibly through communication with sales personnel who create needs and desires. But recommending something at 500,000 or 1 million yuan would be an ineffective demand, exceeding their capacity to pay.

5.Explore the customer’s pain points

Apologize for the inconvenience of showing their teeth, which can affect their psychological and image. On the other hand, inform them of existing dental issues, such as teeth condition, alignment, color, golden ratio, midline, coordination with facial shape, bite, oral hygiene, presence of tartar, especially subgingival tartar. Showing and explaining these issues visually enhances their understanding.

6.Consider alternative payment options and discuss procedures after fees have been charged

Today, we can prepay 500 or 1000 yuan. Later, we can arrange for teeth cleaning or extract two bicuspids on one side. And later decide which brackets to choose when attaching them.

7.Recognize the diversity of customer needs and acknowledge the variability of customer demands over time.

For adult patients, there is often a lack of urgency and strong desire for consumption. Spending so much time and having to extract teeth contribute to this.

Each person’s needs are different and personalized. What are their expectations for orthodontic correction? Aligning teeth or something else?

Variability of needs. Each person’s needs are influenced by many uncontrollable factors, such as the influence of family members, partners, or colleagues. Their plans for treatment and payment may change over time.

8.Through examination, informing, and designing solutions, create a demand for orthodontic treatment.

During this communication process, establish authority and differentiation through various details. You must communicate carefully, from a professional perspective, and pay attention to these details. Doctors are not only professional but also authoritative, providing a different experience from other institutions. Quickly establish a basic level of trust to reduce price sensitivity.

9.Provide ideal solutions and guide customers to choose suitable options.

How to make them accept the ideal solution? When designing a solution, it should be comprehensive and selective, with options suitable for them. Once they accept a certain solution, guide them further. For example, when buying a phone, they may prefer a specific brand and price range. First, introduce options that match their preferences, focusing on their perspective. Then, let them know about related options slightly higher in price but with better value, not for the sake of money but for what’s more suitable. Emphasize the style and features based on their needs. Put the ideal solution first and focus on its value. Let them choose independently, discuss the strengths and weaknesses of each option honestly, guide rather than induce or mislead them. Recommend when they make less ideal choices, but do it with reasons from their perspective.

10.Focus on helping customers solve problems and alleviate financial pressure

Don’t impose too much financial pressure on them. For example, when a customer asks if the brackets can be removed for a wedding photoshoot, say they can, but explain that they can’t be reused after removal, meaning the 5000 yuan will be lost. Try saying we’ll do our best to remove them, and most can be reused. If they can’t be reused, we’ll find a solution. So, most can be reused, but some may need an additional fee. If they can’t be reused, decide whether to waive the fee or charge partially.

11.Emphasize the differences from other clinics, highlight the doctor’s expertise, reduce the cost of orthodontic treatment equipment while enhancing the value of the technology.

Lower the cost of brackets and raise the standard of charges and technology. This makes it easier to accept; we enhance the value of the technology.

12.Provide expert consultation and additional support before making the final decision.

When the customer is about to leave or wants to think it over, say something like, “We have expert consultations; you can come over.”

13.The treatment period is long and inconvenient for distant dental care

If they feel the treatment duration is long, you can say, “We’ll try to complete it within a year and a half. If it’s inconvenient later on, we have many cooperative institutions nationwide. I can introduce you to some friends, the most standardized institutions, where you can get it done locally.”