From No to Yes: A Study on Increasing Case Acceptance

FROM NO TO YES: A S T U DY O N I N C R E A S I N G C A S E A C C E P TA N C E

Spear Education provides dental continuing education for striving dentists that are dedicated to the pursuit of clinical excellence in dentistry

F R O M N O T O Y E S : A S T U DY O N I N C R E A S I N G C A S E A C C E P TA N C E

A S T U DY O N I N C R E A S I N G C A S E A C C E P TA N C E As a provider of clinical education we

findings across two independent

have long recognized the need to

studies that sought to better

help clinicians more effectively

understand patient behavior and

communicate with their patients.

possible methodologies that

Improving one’s clinical skills only

practices can utilize to better

benefits the patients and the practice

communicate with their patients.

if patients agree to treatment. The

Findings from these studies along

challenge for clinicians today is the

with additional research will be

increasing perception of dentistry

combined to provide a practical

as a commodity by the patient

set of recommendations for

population. This coupled with

practices to follow to better

traditional economic pressures,

communicate value to patients

generalized dental anxiety and

and thus improve case acceptance.

the continued rise of corporate run practices it is becoming

R E S U LT S In both surveys patients were given a variety of reasons to choose from as to why they choose not to move forward with treatment. Choices included monetary reasons such as cost or lack of insurance coverage but they also included reasons having nothing to do with money such as lack of understanding, fear and not seeing the value in the procedure.

The surprising result was that in

more important than ever for

both studies a significant amount

clinicians to help patients to

STUDY ONE

35%

of patients reported having not moved forward at all with recommended treatment

of the respondents who did not

value their oral health and make

move forward did not cite financial

pro-active decisions about their care.

reasons for doing so. In study one

This paper will work to summarize

only 51.5% and in study two only

STUDY TWO

36% cited cost being the primary reasons for not accepting treatment.

Essentially of the patients that say no to treatment between half and two-thirds do not see their finances as a reason for not moving forward.

RESEARCH Two surveys were conducted approximately a year apart to different patient groups in the United States. The goal of each survey was to better understand patients reasons for accepting or delaying treatment and then test communication tools to understand how they affected patient perceptions of care.

STUDY ONE • 400 adults over the age of 25 • House hold income of more

28%

of patients reported delaying recommended dental treatment

than $50,000

STUDY TWO • 500 adults, all over 25.

• Visited the dentist at least once in the last 12 months

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F R O M N O T O Y E S : A S T U DY O N I N C R E A S I N G C A S E A C C E P TA N C E

HOW DOES THIS SYNCH WITH PERCEPTIONS B Y C L I N I C I A N S O F W H AT T H E Y N E E D T O GROW THEIR PRACTICE?

In addition to this research we

The takeaway from this is not to

Benefits to the patients and the

conducted a separate survey of

say that new patient acquisition

misconception of having

dentists in our database. The goal

and macro-economic factors are not

to “sell dentistry”

of this study was to better understand

essential to growing a practice. Nor

the concerns of dentists so that we

is it to suggest that every patient will

When presented with these findings

could better address their needs

accept treatment every time but to

many clinicians instinctively react

with our educational offering. Not

suggest that one area that is solely

with the idea that they are not going

surprisingly 47% of the more than

within the control of the clinical team

to “sell” more dentistry to their

1,100 respondents reported not

can have a meaningful impact on the

patients. There is nothing that we

having enough patients as the

health of a practice.

would agree more with. The idea is

number one or two challenge in

to think about how to communicate

continuing to grow their practice.

with patients in a way that evokes

While new patients will continue to

an attitude change for the benefit

be needed to grow a practice it is

of their oral health.

the patient base that is already being treated that provides the

The attitude change that the dental

lowest hanging fruit for

professional is trying to affect

practice growth.

is simple: persuade the patient that they value the treatment being

The results from our two patient

presenting over alternatives for the

studies indicate that between 10%

allocation of their time and money.

and 18% of the total patient base choose not to move forward with

It has been our experience talking to

recommended treatment for reasons

clinicians that when a patient invests

other than cost. This is something

in their oral health it can be life-altering,

that is in the control of the clinician

and we have not talked with clinicians

and their team.

who have had a patient come back regretting the decision to move to a place of greater health.

“47% of the more than 1,100 respondents reported not having enough patients as the number one or two challenge.”

The goal is simple: help patients to see oral health as you do.

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F R O M N O T O Y E S : A S T U DY O N I N C R E A S I N G C A S E A C C E P TA N C E

WHAT WE FOUND:

WHAT CAN BE DONE?

In both studies our secondary

• Serve as a jumping off point for

purpose was to test specific patient

more in-depth conversations

communication tools to see if they

about patients’ oral health

had the ability to communicate

• Run silently so as not to intrude

certain ideas about one’s oral health effectively. Study one looked at specially designed lobby videos and study two examined the effectiveness of patient education animations.

In the first study patients were shown a four minute waiting room video

in the environment of the reception area • Provide helpful information without being “salesy” or “commercial” • Help patients understand the consequences of inaction for

about cracked teeth.

common dental conditions in a

These videos were designed to

not make them feel “broken”

non-threatening way that does

84%

86%

of patients felt that wait and see

felt that repairing a cracked tooth

was a bad choice for small cracks

prevents more work in the future

(they became aware of the problem)

(they understand the consequences of inaction)

specifically do the following:

91%

78%

reported they would move forward

reported that they would want their

with treatment after seeing the video

dentist to show videos like this in their practice

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F R O M N O T O Y E S : A S T U DY O N I N C R E A S I N G C A S E A C C E P TA N C E

Study two examined the utilization of 3D animation patient education videos patients were shown a series of 30-90 second narrated animations that depicted either a dental condition or a procedure.

WHAT WE FOUND:

25%

62%-72%

50%

25%

75%

patients reported feeling extremely or very motivated to move forward with treatment.

77%-85%

50%

75%

patients rated the videos as excellent or very good based on their educational value.

62% was for a video on root canal therapy which was tested specifically because

Lower educational values were on the two condition videos with the number

of the procedures negative perception by the general public.

one complaint being that the patients wanted to know what could be done to fix the condition.

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F R O M N O T O Y E S : A S T U DY O N I N C R E A S I N G C A S E A C C E P TA N C E

CONCLUSION: In the end it is our belief that there is not magic bullet to either effectively communicating with patients or to running a successful practice. The goal of this was to find things solely within the control of the clinician to help them grow their practices.

With so many factors outside of their direct control it can be hard for clinicians to know what to do or where to start. Our findings indicate that by working to more effectively communicate with your current patient base there is the opportunity to not only increase the overall production of the practice but they can also help move patients into treatment that will make them healthier overall.

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F R O M N O T O Y E S : A S T U DY O N I N C R E A S I N G C A S E A C C E P TA N C E

ONE LAST THOUGHT: As a part of the second study we also conducted focus groups with patients.

This was a unique experience to watch as groups were facilitated by the research team while we observed in a separate room behind a two-way mirror.

THE GROUPS HAD AN INTERESTING MIX OF DEMOGRAPHICS: The participant’s professions ranged from consulting to construction with no particular category having any particular skew.

25%

46%

75%

of respondents having a college education

25%

19%

50%

50%

75%

of respondents having a graduate degree or higher

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F R O M N O T O Y E S : A S T U DY O N I N C R E A S I N G C A S E A C C E P TA N C E

25%

65%

50%

75%

Were married

The focus group participants had

The occupations of the groups

to match similar thresholds to the

varied in line with the survey, and the

survey qualify to participate but it

percentage of those people who had

was broken into two groups. The first

dental insurance was also consistent.

group comprised people from 25 to

Their general attitudes about dentistry

40 years old, while the second group

ranged from fear to apathy to extreme

was made up of people over 40.

loyalty for their particular clinician.

The groups were split equally

In both groups though at least one

between men and women and their

of the participants reported having

dental experience varied wildly. In

been presented treatment by their

the younger group, there was less

clinician and being “put off” by the

experience with dental work but one

way the clinician presented to them.

person had a trauma reconstruction,

In these cases the patient reported

two people had root canals, one

not moving forward with the

had four-quadrant scaling and

recommended procedure and

root planning, and three had

instead seeking a second opinion.

multiple crowns.

The interesting part is that the participants did end up having the

In the over-40 group, everyone

procedure done but they had it

had experienced some sort of

completed by the clinician who

advanced procedure, including

provided the second opinion. This

implants (one with bone and tissue

was in spite of the fact that they

grafts), lower-arch reconstruction

had been seeing the original clinician

due to wear, appliance therapy,

for years.

multiple endodontic treatments and extractions.

While far from statistically significant it does highlight the importance of effective communication when it

25%

62%

Had children

50%

75%

comes to presenting cases.

“In both groups at least one participant reported having been presented treatment by their clinician and being “put off” by the way the clinician presented to them.”

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F R O M N O T O Y E S : A S T U DY O N I N C R E A S I N G C A S E A C C E P TA N C E

T H E P U R S U I T O F G R E AT D E N T I S T R Y Patients can feel the support in a Spear dental practice. From office managers and front office staff to practice owners and new associates, there is a recognizable cohesion in messaging and precision of care in the operatory.

Everyone is constantly learning – including patients.

LEARN ON YOUR OWN

LEARN HANDS-ON

Spear video lessons and other CE multimedia provide doctors and dental

With little room for error with often-skeptical patients, your team should

professionals of all skill levels with the training to master any clinical or

feel as comfortable addressing any practice management issue. Guide

practice management issue. Our faculty have you covered with content you

their professional and clinical development with online courses that cover

can enjoy at home, from your practice, or from anywhere you are comfortable.

a wide range of everyday dental practice challenges. Study clubs and campus workshops offer a collaborative, small-group learning environment to discover how to consistently achieve your desired clinical outcomes.

LEARN ALONGSIDE OTHERS Your peers are just a click away with virtual seminars that allow you the flexibility of attending a large event from anywhere — or attend hands-on, lab-based workshops with like-minded dentists at the Spear Campus in scenic Scottsdale, Arizona.

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