Mastering The Business of Dentistry
Roger P. Levin, DDS
Hello Readers,
I am very excited to provide the latest installment of “Mastering the Business of Dentistry” in the Resnik Implant Institute newsletter. I have great respect for the educational importance of the Institute, and I sincerely hope that I will be able to contribute ideas on the business of dentistry and increasing practice production that will benefit all students and alumni. My own career as CEO of Levin Group began with one question that I am still asking 39 years later – how do you increase production in a dental practice while reducing stress? Based on this critical question, I look forward to providing more practical recommendations that can be implemented quickly to benefit all your practices.
All the best, Roger
MAKE IMPLANTS SOUND NORMAL
INTRODUCTION
Implant dentistry has become a clinical science with a remarkably high success rate as a treatment modality. Many dentists learn implants gradually and differentiate what type of cases they will perform. There are dentists who are willing to “take on anything” and others who limit themselves to more straightforward cases. At any level, significant education is required to gain the necessary knowledge, and for that reason implant dentistry can be perceived as complicated, even by trained dentists. This perception often finds its way into case presentations and may create a sense for patients that dental implants might not be right for them.
IMPLANTS ARE A NORMAL ROUTINE SERVICE
Unlike 20 or 30 years ago when dental implants were emerging, and the type of implants and adjunct components were evolving, today dental implants are a normal everyday service. I do not know the exact number, but many implants are placed daily. Implants are as routine today as any as any other dental service to replace lost teeth, and dentists should view this as the norm. As you begin to view implants as the best option for missing teeth, it will come across to patients this way in case presentation. They will have less anxiety or concerns on the part of the patient for choosing dental implants to restore their mouth to optimal health. Dental implants have an extremely high success rate and (although it does not need to be discussed in a case presentation) even in a failure, the implant can still be replaced.
EXPLAINING DENTAL IMPLANTS TO PATIENTS
Our perception often influences how we present cases. Some dentists go out of their way to spend more time on the negative potential side effects of dental implants (of which they are relatively few). Focus on the benefits instead. Make implants sound normal, and the best possible option for missing teeth. Discuss the success rate of implants, then as in all cases, you can point out any negatives that might occur. For example, if you are restoring a tooth that is significantly fractured, there’s always a chance that the restoration will fail, and further treatment may be necessary. When you explain that to a patient, you typically give them the information, but do not over-emphasize the chance of failure because restorations are seen as a normal routine process. You are very comfortable with restorations, even with the knowledge that a certain number have a risk of failure for varying reasons. The same approach should be taken for implants.
Begin to use key statements when presenting implants. Examples include:
– Dental implants are recognized as the best way to
replace any missing tooth
– Dental implants restore your mouth to optimal
health, as if you never lost this tooth (or teeth).
– The success rate of dental implants is extremely
high and there’s no reason that your case will not
be successful.
– Anything less than dental implants is a compromise.
– Why would you want anything other than dental
implants?
These are the type of statements you want associated with dental implants. If you genuinely believe that dental implants are an excellent choice for that patient then the patient is relying on you (the doctor) to give the best advice and help them make the best decision. In most cases, dental implants are the best decision.
Periodically you will find patients that bring up their own concerns about dental implants. Each of these needs to be answered carefully and completely, but the goal is for the patient to be comfortable moving forward. Unless there is a true contraindication for dental implants, which is relatively rare, then responding to any patient concerns is just a normal part of the overall process. But follow concerns with a positive statement about implants. Don’t let the time, effort and complexity of learning about dental implants influence how you speak to patients about receiving them. Dental implants are normal and routine.
Practice using statements like…
– Tens of millions of dental implants have now been placed successfully.
– Thousands of dental implants are placed every day.
– Dental implants have had the same high success rate for many years.
These are comfort zone statements. They help patients who may or may not know about dental implants become comfortable with accepting treatment. You will hear objections, but most of these are not clinical objections as much as individual lifestyle concerns. Implants are expensive. That may be an issue for many patients and should be acknowledged. But be careful not to over emphasize that implants are expensive. You might also hear about the amount of time involved. Help patients understand that implants can last a lifetime and maintain optimal health for a few hours of inconvenience.
Summary
During case presentation convey to patients that implants are normal and routine and the best possible treatment in most cases to replace missing teeth. Do not allow the time, effort and complexity surrounding you learning about dental implants to influence how you talk to patients. Simply ask yourself if you had this particular case in your mouth, would you want a dental implant? And if the answer is yes, then talk to the patient in a manner that encourages them to move forward.
ROGER P. LEVIN, DDS
Roger P. Levin, DDS is the CEO and Founder of Levin Group, a leading practice management consulting firm that has worked with over 30,000 practices to increase production. A recognized expert on dental practice management and marketing, he has written 67 books and over 4,000 articles and regularly presents seminars in the U.S. and around the world. To contact Dr. Levin visit www.levingroup.comor email rlevin@levingroup.com.