The biggest mistakes dentists make: Not scripting all patient interactions

Based on his extensive experience with dentists over the past 30 years, Dr. Roger P. Levin has authored a new book entitled The 31 Biggest Mistakes Dentists Make. His premise is simple. As he says in the introduction, “We can learn from our mistakes. But isn’t it better to learn from other people’s mistakes?”

Following is an excerpt from the book.

Mistake #24: Not scripting all patient interactions

Every patient-practice interaction represents a chance to motivate and educate patients. Unfortunately, many dental offices haven’t written scripts for these conversations, and significant marketing and customer service opportunities are lost as a result.

The verbal skills of clinically minded dentists and their team members may not measure up to their other abilities effective communication isn’t typically part of their education and training. And in the course of a busy day, it’s difficult to optimize every exchange unless you’ve practiced a script ahead of time. Scripts provide the link between intention and implementation.

When an existing or prospective patient calls your office, for example, staff members who answer the phone need to follow a script so that their words project warmth, competence and a strong desire to help. Otherwise, it’s easy to get distracted by what’s happening in the practice and miss making a real connection with the caller. Scripts should be prepared for interactions with patients in the office, too: welcoming them, presenting treatment and financing options, addressing questions, and asking for referrals. Scripting can transform inconsistent, ineffectual practice/patient dialogues into focused, purposeful and influential communication.