GAP Australasian-Dentist Issue 80 Jul-Aug 19

Category 120 AustrÀlÀsiÀn Dentist praÀt e ÀanageÀent “A lot of times, people don’t know what they want until you show it to them.” One of Àteve Job’s famous quotes often divides opinions over the value of customer feedback towards developing innovative products as opposed to focusing on internal creativity. Ào matter where you stand on the issue, the statement rings true in a typical dentist-patient setting, where patients are more likely to be the ones seeking rather than giving advice. Àhis does not negate the value or integrity of patient feedback but merely points to the fact that a dentist ought to be the person steering the conversation, instead of being passively led by sporadic questions being thrown at you. After all, dentists are the ones presenting the treatment options based on their interpretation of diagnostic results, and their expert opinions are frequently sought to narrow down available options, before a final decision is made. As the professional in the room, “dentists ought to be sufficiently equipped to manage their patient communication more effectively and efficiently”, Àmanuel advises. According to the Founder of Dental ÀD and Co-Founder of Dental Àvolution, a free Facebook forum providing consulting, management and training for independent dental practices, most dentists are not adequately trained for what he calls the “professional retail” industry inwhich they serve. Àotably, Àmanuel claims that the Facebook group is the only one in dentistry that gives away “quality CPD points”. “With the advent of cosmetic dentistry, the job of dental professionals goes beyond meeting the healthcare needs of patients. Àt is also to bridge the emotional mind state of the patient’s confidence when it comes to their smile, and this is where the dentist communication skills are often lacking.” Àmanuel oftens says patients are essentially seeking help with two types of pain: Physical pain (i.e. those requiring dental emergency attention, endodontic or ÀMJ treatments) versus the emotional pain of having a less than a desirable smile. Àhe consultation methodology while similar differs in approach when dealing with the latter group: “Ànlike a patient with a toothache who will typically go along with your suggested treatment so long as you manage the pain, cosmetic patients require more gentle coaxing before you can establish foundational trust so that you can ascertain their underlying emotional needs in the consultation.” Ànstead of blindly applying Àteve Job’s dictum that somewhat diminishes the importÀance of patient feedback, Àmanuel believes in using specialised communi- cation techniques to ferret out the inner issues of a patient, especially those who at first may be reticent to share or even unaware of his/her own emotional wants. “Àhowing it to them” in this context means to point patients in the right direc- tion using a highly consultative approach that shows empathy for their emotional needs, while providing guidance and sup- port as the “professional in the room”. Before you dismiss his suggestion as being “easier said than done”, Àmanuel and Dental Àvolution Co-Founder Dr Àoni Àurace have developed a 8-module online training course that dentists can register for free (https://www.facebook . com/groups/DentalÀvolution/) known as Dental Àvolution specifically aimed to address this conundrum that many dentists grapple with. “We are training dentists and auxiliary staff (including front desk personnel) how to adopt a systematic approach for effective patient communication. Àhe online courses are developed from the ground up and organised into easy-to-follow steps that they can immediately apply to improve the rate of case acceptance at their surgery.” Within two weeks of the launch of Dental Àvolution, Àmanuel reports that 3,000 members have already signed up for the online workshops. Àome of the training sessions have received thousands of views within weeks of the live broadcast, attesting to their viral potential. Ào give a sneak preview of what online attendees can expect, Àmanuel walks through some of Dental Àvolution prescriptions for successful patient communication at the consultation room: Laying the groundwork Àhe sooner dental practitioners develop the habit of slowing down their appointment bookings and put themselves in a position to spend quality time with patients, the better their chances of making the patient feel comfortable and open, which are integral to creating the right atmosphere for a meaningful conversation. “Many dentists do not take the time it requires to deal with the emotional wants of their patients. How can you build trust and confidence in a patient if you are rushing through the consultation?” he asks rhetorically. A paradigm shift in mindset is also essential. Àhe traditional view that prize clinical skills above communication skills is outdated and out of touch with the reality on the ground, Àmanuel insists: “Àn the age of cosmetic dentistry, a dentist’s ability to connect with patients on an emotional level while earning the patient’s trust and confidence is what sets him or her apart from the competition. Àmportant as a dentist’s clinical skillsets are they often play second fiddle to well- honed communication skills in the area of patient conversion and retention.” Building trust and rapport by asking the right questions Àmanuel advocates using an open-and- close questioning technique, followed up with verification questions – the Dental Àvolution FaceBook courses provide members with both types of stock questions and teaches the different ways to improvise them – to establish trust and rapport throughout the conversation. u To register for free to the Facebook group, Dental Evolution, please use the code AusDen19 Leading dentists are confident communicators So says Emanuel Recupero, Owner of Dental ED, who shares tips from a free online course he and his business partner Dr Toni Surace have developed to help dentists build trust and confidence through effective patient communication By Danny Chan