Dental Tribune Nordic Edition No. 3, 2016

08 Dental Tribune Nordic Edition | 3/2016 TRENDS & APPLICATIONS Improving patient experience in daily dental practice Five considerations to boost treatment acceptance By Peter Bering, Denmark According to a Wolters Kluwer Health survey, 86 per cent of patients believe they have to take a more active role in their own health care experience in order to ensure a better quality of care. Almost a third of patients expect this experience to be the same as any other customer experience, that is complete with choices and control. However, 16 per cent of the adult Danish population have completely avoided going to the dentist for the past five years. Moreover, a Danish study has shown that 64 per cent of patients refused a highly necessary, but more extensive, treatment. This article discusses five aspects to consider in order to improve patient experience and, thus, treatment uptake in dental prac- tice. You have invested a great deal of money in attracting new pa- tients and they are starting to tickle in. You thoroughly examine patients and base your treat- ment recommendations on evi- dence-based methods and years of experience. You always produce a solid treatment plan and are ready to deliver technical perfec- tion. However, there is one prob- lem: the patient does not opt for the treatment. Why is that so? You need to ask yourself the following questions: Are you aligned with the patient’s desires? (e.g. I’d like to be able to chew apples when I’m 80 years old) Is the outcome of the treat- ment understood by the patient? Is the outcome important to the patient? Do you know the answers to all of these questions? Really know? Or do you just think you know? Before you invest time and money in attracting patients to your practice, consider these five points: 1. Not knowing the patient’s pref- erences and desires: A concen- trated focus on the professional evaluation of dental health needs and less on the patient’s perception of his or her own dental health, aesthetics and outcomes may result in mis- alignment with the patient. 2. Lack of trust: The dental expe- rience is based on trust, which is influenced by factors such as credibility, dependability and level of self-interest. Certain patient groups exhibit extreme distrust, especially when it comes to financial issues, re- gardless of the dentist’s per- sonal integrity. This often causes patients to opt out of the proposed treatment. 3. Treatment concerns: Almost 50 per cent of patients indicate some level of treatment barrier or anxiety. An estimated 19 per cent of patients are so anxious that it directly influences treat- ment, and almost 30 per cent have specific stressors that are often unknown to the staff treating them. 4. Black box communication: Not sharing your reasoning, diag- nostics or process with the patient may be discomforting to him or her. In addition, many patients are not very explicit or precise in their communica- tion and rather passive, giving the dentist very little to work with. 5. Feelings: Dentistry is personal and intimate. Patients may for- get what you say and forget what you did, but they will never forget how you made them feel. Patient insight and effective communication Converting treatment is a matter of patient insight and effective communication. Access to research-based patient insights can both positively influence quality of care and lead to im- proved dentist–patient communi- cation and relationships. The dental experience is per- sonal, memorable, and adds value to patients’ lives. Thus, by creating a better patient experience, you can significantly improve treat- ment uptake. In short: know the patient; determine the treatment. Acknowledgement: The author wishes to thank Simon Tucker from Profitable Conversation for his valuable insights. Peter Bering is an experi- enced digital business de- veloper and trend resear- cher working with dental clinics around the world to help them grow their business. He reg- ularly gives insight into his work at copeit.com/blog-uk and can be contacted at peter@copeit.com. © Pressmaster/Shutterstock.com Why exhibit at SCANDEFA? SCANDEFA is a leading, professional branding and sales platform for the dental industry. In 2017 we are pleased to present SCANDEFA with two fair days and a more flexible course programme at the Annual Meeting. In addition to sales, brand- ing and customer care, the fair format gives you the opportunity for networking, staff care, profes- sional inspiration and competence development. SCANDEFA is organised by Bella Center Copen- hagen and held in collaboration with the Annual Meeting organised by the Danish Dental Associa- tion (tandlaegeforeningen.dk). How to exhibit Please book online at scandefa.dk or contact Sales & Relation Manager Mia Clement Rosenvinge mro@bellacenter.dk/+45 32 47 21 33. Who visits SCANDEFA? In 2016 over 8,000 dentists, dental hygienists, dental assistants and dental technicians visited SCANDEFA. For further statistical information please see scandefa.dk Where to stay during SCANDEFA? Two busy fair days require a lot of energy, and there- foreagoodnight’ssleepandadeliciousbreakfastare a must. We offer all of our exhibitors a special price for our three hotels, AC Hotel Bella Sky Copenhagen – Scandinavia’s largest design hotel, Hotel Crowne Plaza – one of the leading sustainable hotels in Denmark and 5*Copenhagen Marriott Hotel. We also offer easy shuttle service transport between the airport, Hotel Crowne Plaza and AC Hotel Bella Sky Copenhagen. scandefa.dk SCANDINAVIAN DENTAL FAIR 27-28 APRIL 2017 SCANDEFA invites you to exclusively meet the Scandinavian dental market and sales partners in wonderful Copenhagen. INSPIRATION, BUYING AND NETWORKING MUCH TO LOOK BACK ON - MORE TO LOOK FORWARD TO 50 YEARS SCANDEFA 2017 AD mro@bellacenter.dk/+4532472133.

Dental Tribune Nordic Edition No. 3, 2016

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