Dental Implant Marketing – Making the Important Shift to the Financial Discussion

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This post has been extensively expanded and updated on 2/20/24.

Dental implant marketing ROI means making the shift to the financial discussion correctly.

 

Understanding the Process That Begins With Dental Implant Marketing

Dental Implant Marketing – Making the Important Shift to the Financial Discussion

 

As you know, dental implant marketing is only the first step of a journey – the journey that ends with a successful sale of dental implant treatment to a customer in dire need of it.

 

We have examined many of the steps of this sales process from the patient interactions with your staff to the contributions of the office décor and music to maximizing the discovery and presentation processes.

 

Read more here:

 Dental Implant Marketing – Your Staff Giving the Right Vibes for the Sales Process

Dental Implant Marketing – How Can Office Décor Contribute to a Strong Sales Process?

Dental Implant Marketing – Presentations That Enhance ROI

 

We have now arrived at a critical juncture in the sales process, namely…

 

How do we make the shift from the treatment discussion to the Financial discussion?

 

In this blog, we’re going to examine the Financial discussion for dental implant treatment, introduce the role of the Treatment Coordinator, discuss the importance of smoothly switching the conversation to the financial topic, and give you 5 specific pointers and 5 general principles for helping you do this.

 

Accomplishing this will increase case acceptance and maximize the ROI of your dental implant marketing.

 

Also, remember why thinking through these processes is so important. Here’s why:

 

Few dentists give thought to every step of the sales process so calibrating your processes and brand carefully like this has the potential to catapult you into the top 2% easily!

 

Who Is the Treatment Coordinator?

Dental Implant Marketing – Making the Important Shift to the Financial Discussion

 

Although some dentists prefer to introduce the financial discussion, that number is not large. In many offices, the Treatment Coordinator is the person who handles the entire financial discussion, going back over the details of treatment from the Presentation of Treatment step and discussing the final cost of implant treatment and the availability of payment plans.  

 

The Treatment Coordinator is the sales closer. After the patient has revealed their reasons for seeking treatment in the Discovery phase and had the recommended treatment presented to them, it’s time for them to meet with the Treatment Coordinator or TC to begin the financial discussion phase. If this step goes well, the treatment will be accepted by the patient, closing the deal.

 

How do TC’s best switch the conversation smoothly at this critical point and move toward a successful case acceptance?

 

Ready to go? 

 

Let’s dive into that today.

 

Speaking Directly to the Treatment Coordinator

Dental Implant Marketing – Making the Important Shift to the Financial Discussion

 

Here are some great steps for you (the Treatment Coordinator) as you begin your communication with the patient:

  • Introduce yourself to the patient if you have not already met them.
  • Inquire about their visit that day, addressing them by name.
  • Review the proposed treatment with the patient step by step, explaining in layman’s terms any unfamiliar words or dental jargon.
  • Connect the patient with the proposed treatment at a deep emotional level by following these steps: 
  1. Show a magnified color picture of the patient’s problem including appropriate annotation. (Pictures are truly worth a thousand words.)
  2. Hand the picture to the patient. (Forcing the patient to hold the problem in their own hands is an important emotional step.) 
  3. Begin to ask questions that lead your patient into owning their problem, such as “Are you able to see here how much your teeth have already shifted to fill in the gaps in your mouth?”
  4. Explain how the implant treatment that the doctor has proposed will address the obvious problem that they are seeing and holding.

 

Back to the Dentist: Specific Pointers for the Financial Discussion

Dental Implant Marketing – Making the Important Shift to the Financial Discussion

 

From, the dentist’s standpoint, let’s look at some practical ways that the Treatment Coordinator’s efforts can be maximized.

 

Here are 5 practical ways:

  1. Hold Immediate Discussion: Why is this so important? Two reasons:
  • The patient’s emotional attachment to performing the proposed dental work is at its peak right after the Discovery and Presentation of Treatment phases with the doctor.
  • Doubt creeps in if the patient is left sitting in a room by themselves. Hand the patient directly off to the Treatment Coordinator. 
  1.  
  2. Provide Quiet Space: The Treatment Coordinator needs to have a quiet, dedicated room in which to meet with the patient (alone or with their significant other) for the financial discussion.
  3. Keep the Space Dedicated: No one else besides the assistant Treatment Coordinator should be allowed to use this area! Its sole purpose is to be the room to which patients are taken to meet with the Treatment Coordinator IMMEDIATELY after consultation with the doctor.
  4. Use Simple Language: As we said, the Treatment Coordinator should explain the treatment in simple terms that the patient can understand. Dentists sometimes use big words to describe both the patients’ problems and the needed treatment; the job of the Treatment Coordinator to explain these terms and lay any anxieties to rest. 
  5. Begin With the Value: The Treatment Coordinator needs to begin with the VALUE of the treatment and only after that is established, move to the COST. (More on this in the next section.)

 

The second point cannot be over-stressed: No one else besides the Treatment Coordinators should be allowed to use this area under any circumstances!

 

Again, why is this so important? 

 

As we said, it is because the patient’s emotional attachment to performing the proposed dental work is at its peak right after the Discovery and Presentation of Treatment phases with the doctor.

 

If every patient can have this discussion with the Treatment Coordinator at this time, treatment close rates will be much higher for the practice!

 

If, however, the area is otherwise in use, and the patients are allowed to go home before making arrangements, they will tend to defer making a decision (as you well know).

 

General Principles for the Financial Discussion Phase

Dental Implant Marketing – Making the Important Shift to the Financial Discussion

 

Here are 5 general principles for both the dentist and the Treatment Coordinator to keep in mind throughout the Financial Discussion in order to maximize the ROI of your dental implant marketing dollars.

  1. Be a Sales Closer: As was said, the role of a dental Treatment Coordinator is similar to that of a sales closer.  

           They need to realize that it is their job (along with you as the dentist) to provide the atmosphere and tone most conducive to CLOSING the deal and selling the implant treatment.           

    

    2. Reinforce the Dream: As we said before, the Financial Discussion phase should begin by reinforcing the dreams BEFORE revealing the cost or discussing anything related to whether or not          the patient could swing the cost. In fact, throughout the whole process, the focus needs to be on getting the patient to think of the care instead of the cost.

   

    3. Ask Questions: Ask questions that reinforce the life change they would experience. You should give the Treatment Coordinator these questions beforehand since they should be able to be            tailored to any individual patient’s situation.

  

   4. Weigh the True Cost: The Treatment Coordinator should try to counterbalance the weight of the financial side by helping patients remember the weight of their life without this treatment

      a. Help them truly weigh the cost of BOTH of them.

      b. Remember Thoreau’s saying – “The cost of something is the amount of life we give up for it.” Turn the saying around – “The amount of life we give up for something is the cost of it.” 

     c. Help them think about the amount of life they are giving up by NOT paying the cost for implants!

 

    5. Remember What Buying Is: As the Treatment Coordinator presents (or sells) treatment, they must remember what buying is: an emotional decision that is justified by logic. 

    Some college psychology is helpful to remember here, specifically Maslow’s hierarchy of needs. The two dominant emotional motivators driving your patients are fear of loss and desire for gain. 

 

Throughout the interview, the Treatment Coordinator must be aware of whether the patient is being primarily influenced by lower-level Maslovian fear factors such as health, safety, and survival or by desire for gain factors such as ego enhancement or self-actualization.

 

Present the treatment accordingly, because one thing is certain: Patients only buy treatment for their reasons. The better the Treatment Coordinator understands those reasons, the higher their closing rate will be and the higher ROI you can expect from your dental implant marketing.

 

Final Points

Dental Implant Marketing – Making the Important Shift to the Financial Discussion

 

Three incredibly important points bear repeating:

    1. Present VALUE First: Remember the Treatment Coordinator needs to fully explain the value of the treatment to the patient FIRST. Only after the patient fully understands the value of the work proposed should you present the investment that will be needed for the work to be performed.

2. Describe Their Future Life: The incredible amount of LIFE that dental implants can give a person is what you want to emphasize. Help the patient to focus throughout the entire process on the results of the care instead of the cost. 

 3. Get Ahead of the Game: Thinking through the details of the Financial phase is important because, as we said, putting careful thought into your processes has the potential to catapult you into the top 2% of dental practices easily!

 

Wrapping It Up

 

All of the steps of the sales process are just that: steps in a long process. Each one holds the potential to influence the sales process trajectory and the ROI of your investment in dental implant marketing.

 

But few steps are as important as smoothly managing the switch from the Treatment discussion to the Financial discussion. 

 

Training your Treatment Coordinator to successfully navigate this step is crucial to increasing your case acceptance and the success of your practice!

 

Dental Implant Growth Partner

 

Would you like a partner with extensive experience in increasing the ROI of dental offices?

 

Consider reaching out to Client Connection Group.  Our innovative marketing and follow-up will revolutionize the sales process for dental implant marketing for your office!

 

Just ask our satisfied dentist customers from coast to coast!

 

Reach out to Client Connection Group today

Dental Implant Marketing – Making the Important Shift to the Financial Discussion

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