Download This type of scenario does not lend itself to

The Part of the New Patient Experience the
Doctor Does Not Normally See
Average Verses Peak Performance Model
Many orthodontists are going through their daily routine and getting average results.
We have to focus more and work harder to create a “Peak Performance” practice.
Why settle for average case acceptance when excellent is totally possible.
Let’s look at what “average” looks like:
 The doctor’s closing statement:
“She is ready to start at any time. When you are ready, we are
ready. It should take about 20 – 24 months to complete the
treatment. It is a pretty routine case. Do you have any questions?
Great then, I will turn you over to Heather. She will take care of you
from here. It was nice meeting you.”
 Then the doctor exits.
 Heather, the Treatment Coordinator, then goes through the demo
materials, brushing, bonding, separators, may use a program such as
Aquarium, and may use informational materials.
 Mom and the kids are getting tired. The little ones are restless and Mom is
starting to look at her cell phone. She’s thinking, “I need to know the cost
and can I afford it?”
 Heather gets out a calculator and starts computing the options on the
payment plan sheet. This can take several minutes. Mom sits and anxiously
waits.
 She then presents Mom a fee of $5,200. Mom thinks, “Wow.”
“If you want clear brackets on the uppers it’s an extra $300. When
you have four broken brackets, there is a $25 fee per bracket. Your
insurance does not cover orthodontics. We require 25% down
($1,300) and 20 monthly payments of $195. For clear braces, add
$300 to your down payment or $1,600.” She offers 3-5% discount for
payment in full ($260 for 5%).
 Mom says, “I have to go home and talk to my husband.” She’s thinking, “I don’t
have $1,300 to pay down.”
 The TC says, “OK, I will call you in a few weeks to see what you have
decided.” She gives Mom a copy of the handwritten payment option sheet.
Heather gets up and leaves the room to copy the form. She brings a copy
back to Mom. This is all that her husband will see when they sit down to
discuss the doctor’s recommendation.
 In a few weeks Heather has a non-patient day. She picks up her pending files
and calls mom. She leaves a message on the home phone during the day.
 She does not hear back from Mom. There is no further follow up other than,
maybe, one additional voicemail message or email.
 There is no tracking system in place for Heather to calculate or report the
case acceptance percentage, production presented verses production
accepted.
This type of scenario does not lend itself to anything other than a very average
case acceptance of approximately 45 – 55% or less.
The following is the Peak Performance Practice Model that Renders
60 – 80% Case Acceptance:
 The doctor makes a confident and definitive statement to the patient and the
mother. The patient photos and x-rays are shown during the presentation.
The doctor stays focused on their number one concern and addresses that
first. He/she rarely offers multiple options.
“Mrs. Jones, I feel confident we can correct Kelly’s crowding which was
your number one concern. Kelly, I want you and Mom to know that
you would definitely benefit from orthodontic treatment at this time.
Mom, if we get Kelly started now we can actually take advantage of her
growth. Kelly, you will be in treatment about 18 – 20 months. I feel
confident you are going to have a beautiful result.
Heather will discuss the next step to get you started. So nice
meeting you both. Mrs. Jones, we are going to take great care of
Kelly.”
 The doctor exits the consultation room. This entire doctor time took 7-15
minutes.
 Heather, the Treatment Coordinator, confirms if they have any other
questions about the treatment plan. Typically they say, “No.” Then, she
asks, “Kelly, are you excited about getting braces?”
 “Have you thought about if you would prefer to have the metal braces or
the clear ones Kelly?”
 Mom asks, “Does one cost more than the other?” Heather responds, “No they
are exactly the same fee. They are both excellent options. Whichever way
Kelly want to go is fine with us. Our goal is for her to be very happy with her
braces.”
 “Ok, let’s go over your payment options Mrs. Jones. (If the siblings are
there and they seem restless you can offer for them to go to the game
room.)
 Heather has already calculated the fee options and tells Mom,
“Your total orthodontic investment is $5,280. This includes all
orthodontic treatment and procedures. Everything that is done will be
included in this comprehensive fee. It also includes one full set of
retainers and one year of follow up treatment. If you would like to pay
in full we do offer a 5% ($264) courtesy discount. You can use a credit
card or pay by check or cash. Your second option would be our no
interest in-office financing. Your insurance is estimated to pay $1,500
which leaves us a balance of $3,780. Here are several options available
to you for no interest in-office financing.
Select One:
Initial Payment
Balance
20 Monthly Payments
$250
$3,530
$179
$500
$3,280
$164
$600
$3,180
$159
$700
$3,080
$154
$800
$2,980
$149
$900
$2,880
$144
For this option, the monthly payments are set up on an auto draft
monthly. All you need to do is select one. If you come up with a
different plan, we can discuss that also. The initial payment is due the
day the braces go on and your monthly payments would begin the
$1,000
$2,780
$139
following month. Which one of these down payments would work best
for your budget?”
 Mom says, “The $500 down and $164 per month would work for me.”
 “Great! We can actually get Kelly started today as a convenience to you or we
can make you our next available appointment, next Wednesday at 9 a.m., to
get started. Which would work best for you?”
 Mom either takes the same day start option or schedules. It is important for
the Treatment Coordinator to definitely know their next available start dates
and work with mom to get the patient scheduled.
 Moms love feeling like they have some control of the payment arrangements.
 If they ask questions about foods to eat, it is important to say, “Well, Kelly, what
is one of your favorite foods?” Typically they will say hamburgers or pizza.
“The good news is you can still eat all the pizza and hamburgers you want
with your braces. All you have to do with pizza is just stay away from the
hard crust because it may break a bracket off. Kelly, we recommend that a
few days before you get your braces on you go grocery shopping with
Mom and get all your favorite soft foods like ice cream and macaroni and
cheese and spaghetti. You will want to eat some softer food for the first
couple of days after getting your braces. Our talented team of assistants
will give Kelly all the instructions she needs to take care of her braces
including brushing and flossing.”
 Kelly and her mom leave with a beautiful walk out package. A letter outlining the
treatment plan, the payment option sheet, Kelly’s pictures, and a brochure listing
the benefits of what sets your office apart are all included. This impressive
package will be presented to Dad that evening at home.
 It is very important to understand the fees and the price point that is going to
work for your target market and in your area. This will change according to
your demographics and median family income.
 If you are starting 80%+ of your patients then you are definitely in your
target market range.
 Heather sends Kelly a “Thank You” note after the visit.
 The mother says, “I need to talk to my husband before we schedule an
appointment.”
 The Treatment Coordinator says, “Ok, sure. Here is my card just give me a
call anytime you or your husband have questions. I’ll call you in a couple of
weeks to touch base with you.
 The Treatment Coordinator may follow up with a letter or survey. The file is
put into a stack of pendings. In a couple of weeks, the Treatment Coordinator
would go back to the stack and start calling the pending patients between 11
am – 2 pm. Quite often, they call the home phone and get voicemail. They
write LM (left message) in the chart.
 Zero, one or two attempts are made. No analysis is done of the pending patient
system. The doctor notices when it impacts the practice income. By that time,
thousands of potential production for the practice has been lost.
I find it is quite common to find 40 – 50% of potential starts sitting in a pending status.
Tracking the results of the exams is critical to top performance. This should be done
daily, weekly and monthly. Focus on what works for the patient and the responsible
party. That’s what creates positive reviews that motivate them to tell their friends.
“Raffles and games may be fun…but word of mouth is still your best source of
referrals.”