As an orthodontist, you know that presenting treatment options for your patients can be challenging, especially if you introduce a treatment plan they did not expect. How often have you had a patient come in to straighten a front tooth only to be presented with a two-year four-bicuspid extraction treatment? Or surgical treatment? Or a treatment plan that involves pesky attachments, IPR, elastics, an RPE, etc. Most treatment coordinators ask patients what they are interested in. For example, do you want braces or aligners? We jump to the appliances and techniques we use to present treatment options and entice patients to accept treatment. It’s easy to lead with the product, showcasing its features and how it works, but is it the best approach? Let’s discuss why it’s important to change the process and not lead with the product but lead to the product.
Build a relationship
Patients come to orthodontists for treatment and to build relationships with their doctors and teams. Most patients appreciate a doctor and treatment coordinator who listens to their concerns and is open about the treatment options. Patients feel comfortable discussing their needs and goals by leading with outcomes and solutions to the problems patients have shared. We can listen, relate, and present a solution with our product instead of leading with the product from the beginning of the new patient visit. This approach helps to foster a relationship as the patient feels valued and respected.
Focus on the need
Leading with the product puts too much emphasis on the appliance rather than the patient’s needs. Instead of discussing the product, orthodontists and TCs should start by asking the patient what they need and want from their treatment. By doing this, we can gauge what the patient wants to achieve. Then, we can provide the treatment modality that meets the patient’s requirements. By understanding the patient’s needs, orthodontists can tailor the presentation to include features, treatment objectives, and a treatment plan that matches the patient’s goals.
Educate the patient
Most patients need to become more familiar with today’s orthodontic treatment options and the factors influencing the treatment outcomes. By leading to the product, orthodontists have the time and attention to educate their patients on all the available treatment options. They can also recommend the appliance that would work best for the patient. This approach helps build trust with the patient. They will feel empowered to make an informed decision. Ultimately, it makes them less likely to shop around for different treatment plans and competing products.
Long term outcomes
The orthodontic treatment product should not sell itself on short-term benefits but also on long-term outcomes. A good orthodontic treatment should be tailored towards providing a lasting and sustainable result, contributing to a great smile that lasts a lifetime. Instead of focusing on the short-term aspects such as discomfort, colors, treatment time, and other minor factors, we may lose focus on the final goal. Orthodontists can help patients understand the long-term outcomes of their treatment and, therefore, make an informed decision regarding the best solution to their malocclusion.
It’s not all about the sale
Orthodontic treatments should not sell themselves on price and marketing gimmicks. It’s about the patient, understanding their needs, and presenting our new patients with the best treatment. By leading to the product, orthodontists can create a comfortable, non-sales presentation where patients can feel comfortable talking about their needs without feeling the pressure of a sales pitch.
Conclusion
Orthodontic treatment plans are often complicated, and patients have varying needs and goals. Leading to the product instead of leading with the product helps orthodontists build relationships and focus on the patients’ needs, educating them on the available treatment options and providing the best long-term outcomes. By taking this approach, new patient presentations are no longer about selling a product but recognizing the patient and helping them achieve their goals.
