In this episode of Practice Talk, Lacie Ellis welcomes Cathy, a Lead Treatment Coordinator. Cathy will share her experiences guiding patients from consultation to commitment, advocating for the practice and her patients. Lacie and Cathy discuss strategies for winning over patients without pressure, making treatments more affordable through lower down payments or flexible payment schedules, and starting treatment plans on the initial contact to save patients an extra trip. Cathy offers valuable insights throughout the conversation. Customer service is vital in making your practice a success.
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IN THIS EPISODE:
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EPISODE TRANSCRIPT
What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for watching the video.
(00:00:00) Lacie Ellis: Welcome to Practice Talk, a deep dive into the world of healthcare practices, where we invite team members to share strategies to make your work life easier. Now your host, Lacey Ellis.
Welcome to Practice Talk brought to you by People in Practice, where we specialize in digital marketing. Website development, SEO, and so much more. I'm very excited for today's conversation where we will be discussing some strategies to help patients through the journey from consultation to commitment with my guest, Kathy.
Kathy has been in orthodontics for 26 years and has worked in multiple capacities within the practice. However, she ultimately has found her skills at home in her role as a treatment coordinator, being a treatment coordinator. Or TC as they're called in the industry is incredibly rewarding to her. Not only does she advocate for the practice, but she also takes pride in advocating for her patients.
Orthodontics is more than a job for her. It's (00:01:00) a passion. Welcome Kathy. Thank you. It's an honor. Oh, this is so much fun. Uh, I love it when I get to geek out a little bit on dental and orthodontics with somebody actually in the practice. That's So as a reminder to our listeners, don't worry about taking any notes today.
We will put together a printable that you can download for free from our website filled with the details of today's discussion. So Kathy, I'm excited to dig into the ins and outs of your practice and discuss how we can win over patients without pressuring them to start. So my first question is, Do you have any strategies in place that start at the new patient phone call that help you ultimately get the patient to commit to treatment, um, at the exam appointment?
(00:01:45) Cathy: Yes. Um, well, if you think about it, you know, customer service is very hard to come across now. So we make sure that we allow plenty of time for that new patient call. Granted, some people are in a hurry and we have to adapt to that as well, but for (00:02:00) the most part, um, it's, it's all about taking your time and really listening.
Yeah.
(00:02:05) Lacie Ellis: Excellent. Yeah, no, I totally agree. I think the listening piece is like people just want to be heard and share what they're going through in their experience. And they want to understand what's going to happen at the appointment. So I know at the practice I was in for a long time when we had a new patient phone call, um, We like to plant the seed that we did a same day start, or we had the option for a same day start.
So the front desk team would just let the parent or patient know that like, Hey, um, if you love everything you hear at that first visit, we will have time set aside that we can take that first step towards treatment and save you from having to leave work again or pull your kiddo out of school again. Um, no pressure.
I just want to let you know that will be available, um, to set that aside for that day. Is that a strategy you guys use at all in your practice to kind of Yes,
(00:02:57) Cathy: we do. They do let them know that we will have (00:03:00) time to sit and same day start. Um, and they do ask for the financial responsible person to be there as well, which helps.
That is not always the case, but, um, it definitely does help. But what I really like is. The things that you wouldn't think is important to that actual appointment. I want to know if there was a baby in the background crying, or if they're scheduling around vacation, um, anything like that, that can open up a conversation for me.
(00:03:30) Lacie Ellis: Yeah. And actually that leads into, um, my next question because I want to know, like, what is the most valuable information that your team can collect for you about the patient during that new patient phone call? And I'm hearing you say those little notes about hearing a baby in the background and things like that.
Is there anything else that in particular you're always like zoning in on, on that new patient phone call slip to see what your team collected for you? No.
(00:03:56) Cathy: I like to just know what that patient is into, (00:04:00) um, so that I can figure a way to relate to that. Um, I have children also, so maybe they're in the same sport, uh, same grade, and sometimes it's just, you know, even if it's just a conversation, like I said, if a baby's crying.
When I say, is, do you have any questions for me? And the baby's there and he's quiet. Then I can say, you had a lot to say when you were on the phone with Teresa. Do you have anything? So they usually laugh. And really, I feel like it's just, it's creating a relationship, making friends. The girls here actually, um, laugh because I get invited to the kid's school plays and everything.
So you're really
(00:04:43) Lacie Ellis: building relationships, which is exactly what it's about. So, you know, I always loved as a TC when I got a new patient phone slip that was just covered in notes from the conversation, you know, it was up, up the sides, trails onto the back. Like there was no room left to put anything else.
And I just ate (00:05:00) that up. And I really like to ask my team. Um, to write down the actual verbiage that the patient or parent was using. So if they say something like, Oh, there's just teeth everywhere. It's kind of like shark teeth in there. You know, there's just like rows of teeth. Um, I wanted to know that they said that so that in the exam, when I'm explaining how we're going to move teeth, I can say, and now I know that you think of these as like shark teeth, and this is how we're going to tackle that situation.
And mom goes, Oh, you're talking about all these rows and different, you know, eruptions that we're seeing in there and using the terms that they use. I think helps do exactly what you're saying, like break down that barrier. And like, we're talking the same language here because they might not understand.
You know, upper right three, you know, they're not going to know what that means, but when I say sharp teeth and it's up here and we're layered in teeth, they're going to go, Oh, yeah, that's exactly what I'm seeing. So that's, that's perfect. Um, so we like to get questions or comments from our listeners and our people in practice clients about our topic.
So (00:06:00) let's listen to our first
(00:06:00) Question 1: question. We are trying to convince our doctor to lower our minimum down payment. However, he feels that this will lead to more collection issues. Have you seen any evidence that this is the case in your practice?
(00:06:16) Cathy: No, I have not. We actually, um, a while back went to 500 down as the minimum.
Um, that has kind of seemed to be the sweet spot. Um, they, It's affordable for them and they can, we can actually extend the payments out 6 months as well and we still don't really have that issue keeping in mind. We do somewhat of a soft credit check. We do look at their employment. Um, how long they've been, if they had other children treatment and how the payments were at that point in time.
Um, it just, it just opens doors for them. If there's multiple kids, sometimes we'll even go lower than 500 just because it's, it's a lot to put 2 kids through braces and we don't want them to have to choose which 1 gets (00:07:00) them 1st. So, it has not really caused any issues. Obviously, if there has been payment issues, then we will ask for a higher down payment though.
(00:07:08) Lacie Ellis: And does that change, um, for your down payment with doing aligners? Because I know, you know, sometimes the lab fees are really high front ended for the practice. Does that change the flexibility of payment options for your practice? No, not at all. Awesome. Um, I know the office that I TC'd in the longest, we started out hardcore, uh, Zolke method.
I don't know if you're familiar with that. So there was, you know, a, a pretty significant, uh, check on the financial security and all of that. And then the financial coordinator would tell me. You know, this is what your parameters are for this patient and it took a long time, but we made a huge transition to be able to offer that flexible financing.
And the doctor was, you know, just like this person is saying, the doctor was really hesitant because he's like, I don't want us to be in this huge, (00:08:00) horrible collection issue because we're not following more stricter guidelines. And the beauty of it was, we really didn't see it. See more collection issues happen, but there was that option that like, Hey, if we see a spike in collections, let's go back to the method we were using for awhile, get it under control.
Um, but we just didn't experience that. So it was nice to be able to be like, even with a 500 down payment, sometimes I could say, you know, you could do 250 when we do the records and then you could do 250 the day we put braces on your kiddo and that even gave two weeks of a breathing room for that down payment to be split up.
So I think. Offering that flexibility to your team as a doctor and trusting that your team can read the patient and know what to do with that. I think that's really like the best of both worlds. I think with that.
(00:08:48) Cathy: Yes. And a lot of people do base their budget off of monthly payments. So you'll actually find that they'll look at the monthly payment and say, well, I really need to put a thousand (00:09:00) dollars down to get to what's comfortable for me.
So you'll find more that will actually strive to put more down.
(00:09:07) Lacie Ellis: That's a good point, because, you know, especially in this economy where, um, you know, I think our budgets are a little bit more stretched than they have been in the previous years. I think people are looking at that monthly number, probably more than the down payment number right now in this climate.
So that's that's really good insight. Um, all right, let's listen to our next question.
(00:09:27) Question 2: We offer same day starts in our practice, and I struggle to offer this in the exam because I don't want the patient to feel like I'm being pushy. Any tips or tricks for this?
(00:09:38) Cathy: So, it starts with the phone, the first phone call, um, and they set them up for that.
However, uh, they, the conversation, there's a lot of information they're giving, so sometimes they forget. So, the way I like to do it is when I review the treatment with them, and then I will go over the fees, I ask them which one is going to work for them. (00:10:00) They usually will give an answer. It's probably option a, and I would put the paperwork, have them sign it.
I don't mention anything. We are for same day starts is whether they pay that day or if they even start that day and I let them know, you know, we can save you from having to take off work again, pull your child out of school again. And get started today if you would like once they've signed everything.
I just ask simply I will not say, did you want to pay that today? I will say, are you going to use a check or a card for the down payment? And typically they're just like, oh, here, I'm using my car and it's, it's not, it just kind of blows. Um, you don't want to, you want it to flow nicely and just go into it.
And then if they say. Oh, do I have to pay that today? Then you can tell them they don't have to, but if they just want to get it out of the way, so they don't have to worry about it, then they can.
(00:10:52) Lacie Ellis: That's a really nice approach. Um, and I completely understand this question because I hate feeling salesy.
(00:11:00) It's just not in my nature. I like people to feel like you've got the choice to make your decisions. I'm just not a very pushy person, but when I reframed it in my head and understood that Um, mom really is grateful when they don't have to juggle their schedule again and take kids out of school again and leave work again and get a sitter maybe for the littles again and all of that.
Um, there is gratitude from the mom. A lot of times when it comes down to that, and even the dads, um, and you're really not. Being pushy, you're giving more options. And so planning that seed in the new patient phone call helps. But like you said, there's so much that they're kind of getting fire hosed with all at once.
Um, and it's, it feels, I think it feels like this is kind of a intense process to go through and it's really, you know, it can be very financially draining on some families. So I think there's just a lot of anxiety going into it. But when you can be like, Hey, we can do this today. Save you a trip from coming in and let, (00:12:00) you know, you're just giving options.
I think that helps it not feel like you said, you know, it feels more like there's a flow to it and you're just doing what's best for your patient. You're just offering options. And if they don't want to start that same day and you know, they're crunched for time, you're like, great, let's find another time that works good for you.
It's not that big of a deal. Yes. Awesome. Um, okay. So what would you say is the number one thing that you do in the exam process that leads a patient to being ready to start treatment?
(00:12:31) Cathy: I think it is engaging with the patient themselves. If it's a child engaging with them, because ultimately as a mom, I'm going to take my child where they're comfortable.
As you know, getting children ready to go somewhere is enough. To have to get them ready to go somewhere they don't want to go is way worse. So I would, um, I just engage with a patient so that they are comfortable. They want to be here. They understand what's going on. The (00:13:00) more they understand the more compliance we get.
So I just like engaging with a patient.
(00:13:06) Lacie Ellis: I love that. Um, I don't know if I've shared this on the podcast before, but when my son was ready for his orthodontic treatment, um, I took him to three offices and I kind of knew where I thought he'd want to go. Um, but as a marketing, uh, Person in the field, I was just really, really curious about, you know, what would he pick and why would he pick it?
And so we went to 3 different offices. Um, 1 office, we kind of knew them a little bit. Um, not a lot of bells and whistles met with the T. C. It was fine. You know, it was, this is what you need. The second office we went to, you know, they had the freezer with the ice cream sandwiches that you can grab on your way out.
And it was just a very flashy office. Um, really bright and lots of technology in the office. And then the third office we went to actually didn't have a TC and we met directly with the doctor and the doctor told us, this is, you know, what we need. And. (00:14:00) All of the treatment plans were very similar, um, the cost was very similar.
And so I just let my kids decide. And I was like, where do you want to go? And he's like, oh, I want to go to the first option. And then I was like, tell me why, you know, like, I want to understand why you made that, why you would make that choice. And he's like, mom, it's because I felt safe there. And this was coming from a 14, 15 year old kid.
And, um, so I think there is so much value in building connection and trust, not just with the parent, but with the kiddo too. Because I think the parents do ask their kids, like they want to have input in this. You're going to go to this practice every six to eight weeks. I want to like them too, but I want my kid ultimately to feel like this is where they want to go.
And I just think when people feel genuinely heard, And like understood and you listen to my concerns and then you helped me make this happen for my child. Like that's that there, I don't think there's any other strategy in the world that could work better than having genuine care and concern for your (00:15:00) patient.
Absolutely. Awesome. Um, so my last question is something that comes up often when I'm speaking with practices and um, it's the age old dilemma of how do you handle the comment of, I need to go home and talk to my spouse. Um, So, I would love to get your, your thoughts on this 1.
(00:15:20) Cathy: so what I do is I go back to that whole, you know, giving them options of not having to pull their child out of school again.
And I will simply say to them, you know, I can save a trip and we can get it done today. And I say, I know my husband sometimes. Can get to the phone. If I call him in the middle of his workday, sometimes he cannot, I don't know how it works, you know, for your husband or wife, but, um, I can step out, make sure I have somebody that can get you started.
If you want to make that phone call, um, and then if they can't and they say, oh, he's in meetings all day, then that's fine. Let's reserve a time that works for you. Um, but (00:16:00) for the most part, if I step out, they'll get on the phone because there, I don't want to have to come back. I don't want to have to take off work again, because especially when you tell them this appointments, the long appointment, and it's typically done during school hours that kind of.
They're already out of school right now. So
(00:16:16) Lacie Ellis: excellent. Um, that's exactly how I had dealt with it. And I think there are a few things in my mind that make it important to remember about this a this is a big financial decision. So, in, in, in the end, All seriousness, they probably maybe do need to go home and talk to their spouse about it.
Maybe they're not the ones that handle the financials in their household. Maybe their spouse handles that. Um, you know, I think they go into it knowing this can be a six to 8, 000 commitment. But, um, I don't think they typically know. How much they're going to need for a down payment? How much can we afford as a monthly payment?
So, I don't think it's always an excuse that I need to go home and talk to my spouse, but I do think, (00:17:00) I mean, correct me if I'm wrong, but for me, I could kind of sense if I'm getting told this because they're trying to go get another opinion or like, there's just, when, once I connected with the patient, really listened to them, there was some, Some keywords that were usually said that I'm like, I don't know if you really need to go home and talk to your husband.
I think you just maybe can't afford the down payment. You don't want to say that to me because you know, I don't know about you, but my mom doesn't know what I have in my bank account. And now I'm looking at a total stranger and telling them if I can afford 500 down, if I can't, maybe it feels embarrassing to me.
So I think there are a lot of factors within this. That's one thing, but I just hear from practices all the time. We're just back to, you know, getting lower case acceptance and lower same day starts because of this, I need to go home and talk to my spouse. And I'm like, well, did we listen to the cues? Did we, you know, give them the option?
I think that is the perfect thing to do is be like, Hey, there's a lot of information I just gave you. So I (00:18:00) don't know if your spouse is available for a quick phone call, but I could step out, let you call them. So if they have any questions, I'm right here and can answer them. That's going to save you from playing phone tag with me and all of that.
And again, I'm not trying to be pushy. I'm trying to give that person options and truly help them make a good decision or, you know, make a decision without having to create a lot of conflict for them with their schedule and with their timing and things like that. So, um, I completely agree. I think you just have to listen and watch.
Are there any trigger keywords that you tend to hear where you're like, okay, I don't know that you really need to talk to your spouse. Do you ever feel like that?
(00:18:40) Cathy: I do get, I don't know any keywords offhand. I just, you, you just kind of get that vibe sometimes. And so I always, if they can't call their husband right away or wife.
I always say, listen, I know we went over a ton of information. You're going to go home and you're going to say, I forget what she said (00:19:00) about that. And I, so I always hand them my card, give them all my contact info and I offer them, you know, when you're talking about this over dinner tonight. And you come up with a question, feel free to email me, um, shoot me a text, anything you want to do, whatever's convenient.
And I will get back to you as soon as I get that. I am a creature of habit and I tend to check my email and I tend to take phone calls at night and on the weekend. So, so I'm always available to them. I know that's not ideal for a lot of people and I totally understand, but I just. I don't know. It's just me.
(00:19:35) Lacie Ellis: Yeah. No, I was the same way and I still am with our clients that people in practice, I'm like, you know, do you need to send me a carrier pigeon or a text or an email or whatever you need to get ahold of me? And if I'm truly not available, most people get that. But most of the time it takes like two minutes to send a message back and be like, Oh yeah, I know that we can, we can absolutely do, you know, 350 down, and then (00:20:00) we'll just have you put the rest of it when we actually put the braces on or whatever.
Like, you can quickly help them make those decisions. Because like you said, they're probably having that discussion over dinner and then they're going to be like, okay, I need to write down what your questions are. Try to call them when they're open. So I think the availability piece is, is really, really nice.
So I think that's really. Awesome that you offer that. They do appreciate that. Absolutely. Um, so I really hope that, uh, everyone enjoyed our conversation today as much as I did. Thank you so much for sharing your time and your valuable insights, Kathy. We really, really appreciate your, your insight in time.
No problem. Thank you for having me. Absolutely. So our goal with this podcast is to give you truly tangible items that you can use in your day to day life at the office to elevate the voices of the people that actually work in an office and sit in the same chairs that you sit in every single day. We'd love to hear from you with topic or guest recommendations as well as questions or comments about the (00:21:00) things that you are dealing with in your practice.
Send us your anonymous or non anonymous questions and stories to practice talk. com. Please subscribe and share this episode with your friends and family that might find these conversations helpful and or interesting. And don't forget to listen to our original podcast called the golden age of orthodontics hosted by the founders of people in practice, Dr.
Leon Klumpner and Amy Epstein. Until next time. Thank you for joining us on practice talk where your voice has value. Thank you for listening to the practice talk podcast. Head over to practicetalk. com. That's talk. com to ask us questions or tell us your stories until next time.
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