Dentistry is all about great client communication. Without it, clients won't comply. And without compliance, the patient,
the client, and your practice lose.
You probably deal with client non-compliance every day. Too bad our patients can't make treatment decisions for themselves.
In the real world, we need the client to say yes to recommended therapy plans. When the client says no, it's all too easy to blame it on a lack of money or credit.
But are we fooling ourselves into thinking that's the real reason?
Compliance seems to depend on what and, more important, how treatment recommendations are presented. Did you know that the
words you speak to the client contribute to only 7 percent of that person's decision? How you say the words—and the body language
and gestures you use—comprise 93 percent of your influence on the person's decision-making process. If you and your co-workers
hope to influence a client's decision, you need to improve your overall presentation of treatment and management recommendations.
This is important stuff, because getting through to pet owners about the value of daily teeth brushing, regular oral exams,
and dental cleanings—requiring the dreaded general anesthesia—can mean the difference in a patient's overall health and well-being.
Easing client confusion, frustration, and genuine concerns regarding home care and dental procedures is the key to solidifying
client trust and compliance. Here are some communication ideas that will help you improve your clients' understanding of dental
health and get more of them on board with providing their pets with better dental care.
Show clients the evidence
Pictures and videos let clients see what exactly is going on inside their pet's mouth—and they're often surprised at what
they see. This also gives clients a clearer picture of what's involved in the oral assessment, treatment, and prevention of
dental disease. Technology makes it possible to take a picture in the exam room that's instantly enlarged on the computer
screen. An Eye-Fi (Eye-Fi Inc.) card that you place in a digital camera, coupled with a wireless network, makes instant viewing
available to all in the exam room.
Create to-go information
When the veterinarian has identified the oral pathology and you've taken a photo, you can then create a handout for the client
that corresponds to the patient's condition. The handout may include information from a published article, veterinary textbook,
or pamphlet from a source you trust. It should include pictures and be easy for the client to read and understand. This step
adds credibility to your advice and gives clients a way to refer back to the information the team has provided during their
Tell it like it is
The tone, pitch, and speed of your voice greatly influence a client's decision. Speak calmly, just like you would when talking
to a friend. This helps clients see their pet's oral disease as you do—a real problem necessitating intervention. Emphasize
the pain and discomfort associated with oral disease. In our practice, clients report to us daily on the difference dentistry
has made in their pets' lives.
Remember that your gestures and facial expressions are powerful tools. They convey the magnitude of oral exam findings and
the need for treatment. Clients need to know the significance of their pets' problems before they can attach a value to treatment.
If during an oral exam, you and the veterinarian find advanced periodontal disease or discover a fractured tooth with pulp
exposure, your facial expression is likely to give away the severity of the condition. Your clients' decisions are likely
to be based on emotion, so don't downplay minor conditions and don't hold back on expressing the significance of advanced