Spear's Perception of Dentistry in the Information Age White Paper

PERCEPTIONS O F D E N T I S T R Y I N T H E I N F O R M AT I O N A G E

Demographic shifts, declining reimbursements and adapting to patient values

P E R C E P T I O N S O F D E N T I S T R Y I N T H E I N F O R M AT I O N A G E

CONTENTS 4

Introduction

Highlights key areas related to patient perceptions of dentistry in the Information Age

8

14

Value Over Volume

Fewer Americans Visiting the Dentist

4 Many people consider the dentist worth

Feeling like they

skipping, or a risk

are not getting what

worth taking

they pay for is simply not going to

8

fly with a millennial 14

Learn Why Patients Review Like They Do Like any health care practice — or any business that provides a service, rather, in today’s era of instant information — online reviews are essential to growth. Social media and dental review websites give patients the power to persuade or dissuade others from making that first appointment.

20 Declining Reimbursement Rates

Out-of-pocket procedures are even more essential to running a successful

24 Showcasing Value to Patients

Spear examined the underlying factors of positive and negative reviews of dental practices in the “Drivers of Patient Satisfaction” white paper, which provides analysis of nearly 1,200 Yelp and Google entries about more than 250 practices from a cross section of practices across the country in a wide variety of locations.

See for yourself what motivates patients — and learn steps on how to accentuate the positives while mitigating the negatives.

Learn More

practice in today’s era of dentistry 20

Quite simply — improving patient communication is essential to any dental practice’s survival 24

A L L C O N T E N T S © 2 0 1 9 S P E A R E D U C AT I O N

INTRODUCT Millions of Americans have come to expect clinical precision and compassionate care, no matter if the visit is for a routine dental hygiene appointment or intensive surgical procedure.

But now, more than ever, they also

The HPI report highlights a few key

demand their dentists provide

areas related to patient perceptions

service that won’t negatively affect

of dentistry in the Information Age,

their schedules or pocketbooks.

which this white paper will examine

with their dental experience.

1

The challenge with any report like

going to the dentist, with only 39%

in greater detail:

In its 2019 “Annual Dentistry Industry Report,” the American Dental Association’s Health Policy Institute emphasized that the dental market “is responding to patients who increasingly expect convenience and affordability,” citing the rising trend with millennials with a new set of expectations for total satisfaction

The impact of consumerism on the dental industry and a shift in patient perception of dentistry that

2

leaves dentists to consider value over volume

An overall decline in Americans

this is that while it provides clinicians with an industry overview, it requires

of the population visiting a dentist last year

a more substantive analysis to identify actionable steps to address

3

trends in patient behavior. This white

Declining private dental

paper calls out the report’s key

insurance reimbursement rates,

findings and uses Spear’s own research to explain how clinicians can best adapt in this era of rapid change.

which has potentially serious financial implications for many private practitioners

P E R C E P T I O N S O F D E N T I S T R Y I N T H E I N F O R M AT I O N A G E

TION

5

N AV I G A T I N G T O D AY ’ S E R A O F P A T I E N T C A R E “The dental industry has entered a

Data in the report reflects what

‘new normal’ that is characterized by

Spear has encountered in recent

a growing number of dentists, shifting

years in working with thousands of

practice configurations and an evolving

dentists across the country, in

patient landscape,” said Marko Vujicic,

addition to findings from recent

Ph.D., chief economist and vice

surveys of hundreds of patients.

president of the HPI, in the report’s executive summary.

Clinicians and their teams are faced with a daily challenge of shifting

It’s projected that dental care use

patient perception, largely due to

will continue to increase “among

patients’ expectation to be able to

low-income children, Medicaid adults in

clearly understand the dental work

some states, and high-income seniors,”

they’re investing in.

according to the report, while “the working-age adult population is likely

As soon as a patient feels the value

to see continued flat or declining dental

wane, they could easily make the

care use as are low-income seniors.”

automatic reaction to search for a new practitioner or vent their

The HPI report cites that current trends

frustration on social media, which

in dental care utilization are likely to

only perpetuates a collective

continue unless “something major

misperception that dentistry is

happens to address patient-reported

arbitrary or superfluous — or that

financial and non-financial barriers to

an individual practitioner’s services

dental care, which are indicative of the

are subpar.

challenge of perceived value.”

Clinicians and their teams are faced with a daily challenge of shifting patient perception

P E R C E P T I O N S O F D E N T I S T R Y I N T H E I N F O R M AT I O N A G E

As soon as a patient feels the

Today, to evolve and grow their businesses, dentists must balance

value wane, they could easily

clinical excellence with demonstrating value to skeptical, hesitant patients

make the automatic reaction to

who are equally trying to balance their

search for a new practitioner

oral care needs with the need to manage overall health care spending amid everything else that demands their attention — and money.

Throughout the white paper, Spear examines the HPI report’s three key findings in greater depth and provides recommendations on what doctors and their teams can do to evolve.

7

VA L U E OVER VOLUME With patient values shifting,

Individual practices can consider

dentists are forced to adapt to

how to meet their production goals

keep pace with the trend, especially

without taking on too much and

with the millennial generation soon

potentially leaving patients to feel

to overtake the baby boomer

rushed or dissatisfied with a clearly

generation as the largest segment

stressed staff member.

of the U.S. population.

Feeling like they are not getting Many individual practitioners must

what they pay for is simply not

evolve or risk losing market share in

going to fly with a millennial, the

their communities to competitors

segment of the population

with a defter touch on the web,

perhaps most likely to be open to

or perhaps a little stronger digital

take routine hygiene appoints to

marketing, or efficient scheduling

pop-up/mobile clinics or seek the

processes, or even a cozier waiting

greatest discounts on services.

room that brings a greater sense of calm — the little things that add up to greater value in the eyes of the everyday adult patient.

NEARLY â…” OF ADULTS UNDER AGE 35 INDICATED A PREFERENCE FOR LOWER COST PLANS WITH LESS CHOICE OF DENTISTS

P E R C E P T I O N S O F D E N T I S T R Y I N T H E I N F O R M AT I O N A G E

THE HPI ANNUAL REPORT EMPHASIZES:

“The millennial generation brings a

In judging their dental experience,

different set of expectations around

most patients simply value that their

consumerism in health care that will

practitioner has their best interest in

continue to drive changes in how

mind, that their team is professional

dentists provide services.

and that they can manage pain.

Millennials place a larger premium on

How a clinician and their team

convenience than other age groups

behave and communicate is what

and more readily embrace the value

leads to more meaningful recognition

agenda, particularly transparency in

of the real value associated with the

cost and quality. They are more open

procedure or visit. In turn, that leads

to different modes of dental care

more patients to recognize the value

delivery that emphasize convenience

in spending out of pocket for dental

than other generations and are more

work that might ordinarily delay.

willing to change health care providers than older Americans.�

Citing its own survey, the HPI reported that nearly two-thirds of adults under age 35 indicated a preference for lower cost plans with less choice of dentists, which clearly indicates patient desires to spend less on dentistry.

9

S P E A K I N G YO U R PAT I E N T ’ S L A N G U A G E How dentists interact with patients is

This is true not only for the clinician

a major factor as they process their

but for the whole team. A patient’s

experience and determine if your

experience and perception of your

practice provides them with value.

practice begins with the first phone call and continues through post-care

In its research, Spear has learned

follow-up.

communication is cited in 63% of

The practice team has the power

negative online reviews and

to delight or disappoint a patient

preventable issues like long wait

can be easily overlooked during a

based on many everyday details that

times also strongly correlate with

busy workday.

negative reviews.

For example, note these two disparate Yelp reviews Spear

This speaks to the actual reality that patients yearn for dental practitioners who can not only address dentistry at their level, but also not waste their time.

Dentists must be able to clearly demonstrate a higher level of value to these types of consumers and accept that their personal accolades like time in practice and past years’ positive practice reviews no longer equates to loyalty.

uncovered in its “Drivers of Patient Satisfaction” white paper (detailed beginning on page 30):

Example 1 “I had one appointment with this office and could not stand to return.

The staff, particularly the main woman who sits at the front window, was incredibly unprofessional and always had an attitude. If you didn’t just go along with everything, no questions asked, you were met with attitude. I went in for my first appointment and they made me come back a separate day for my ‘cleaning.’ The next time, they barely cleaned my teeth and they used this machine that sprayed water all over my clothing.”

P E R C E P T I O N S O F D E N T I S T R Y I N T H E I N F O R M AT I O N A G E

Example 2

“I’ve only been going here for a

Spear recognized this need years

few months but I love it. The dental

ago, which led to the development of

assistant actually explained the

the Patient Education platform, team

cleaning process and what they were

meeting modules and other training

doing while they were doing it, I’ve

resources on Spear Online (detailed

never had that type of experience.

further beginning on page 25).

(The doctor) is very kind and

Team meeting modules, for instance,

charming and does great work.

provide thousands of practices with

This is really a great dental office.

simple-to-follow solutions to create

If you’re in the area and looking,

the internal alignment that leads to

give them a try, you won’t regret it.”

more consistent conversations with patients.

Both reviews demonstrate how team communication turns routine

In one team meeting module,

appointments into events that either

Dr. Frank Spear talks about the use

exceed or fail to meet patient

of occlusal appliances to help

expectations. But Example 1

mitigate the effect of bruxism. He

indicates how the team had an

shows how a custom appliance shuts

opportunity to educate the patient

down muscle activity while a boil-on

about the value of returning for a

appliance increases the activity. The

separate appointment and how the

module allows everyone from front

Cavitron scaling unit provides a

office to back office staff to have the

higher level of care than they were

same answer when the patients ask,

likely accustomed to during past

“Do I really need this?”

dental visits. The team failed to connect with the patient and

As many successful practices will

showcase the benefit of treatment.

agree, structured team meetings help build the consistent teamwork that leads to a more satisfying patient experience.

11

T H E VA L U E A G E N D A In addition to consumer values, there

Clinicians today can assume consumer

is a shift in both medicine and dental

sentiment will follow a similar

to begin to reimburse for outcomes,

trajectory, maintaining the current

rather than procedures.

trend where patients value results — feeling satisfied, like they understand

The nation is seeing a change in

the procedure and believe they got

the way that both medicine and

what they paid for — above all else.

dental insurance are approaching care, focusing not as much on how

As insurance reimbursements

many procedures are covered, but

(detailed further beginning on

which outcomes are covered. This

page 20) — and eventually patient

will likely be a part of health care

sentiment — continue to focus more

reforms in the future.

on the treatment outcome, rather than the procedure, the ability to execute

In its assessment of ongoing

more complex cases effectively will

legislative issues, the HPI notes:

become even more crucial.

“Multi-stakeholder groups are

Patients value results — feeling

defining oral health outcomes. The rollout of the value agenda will be

satisfied, like they understand the

extremely slow (e.g., 30 years) with lots of false starts and hiccups, but

procedure and believe they got

it is unlikely to reverse based on

what they paid for

current medical trends and its appeal across political factions.

Dentists are likely to be paid based on more than just the services they provide at some point in the future, and innovation and experimentation around alternative payment models have already begun.

As the value agenda rolls out, there will be increased incentives for providers to explore different types of care delivery models to provide the best results at the lowest cost.”

P E R C E P T I O N S O F D E N T I S T R Y I N T H E I N F O R M AT I O N A G E

What Motivates Patients in the Information Age Dr. Ricardo Mitrani explains how dental practices can address patients’ confirmation bias and desire for immediate gratification.

Read Article

13

FEWER AMERICANS VISITING THE DENTIST ONLY 39%

Most Americans did not go to the

OF THE POPULATION,

the population, taking the time to

TOOK THE TIME TO VISIT THE DENTIST IN 2016

dentist in the past year. With only 126 million people, or about 39% of visit the dentist in 2016 the trend is clear — dentists are failing to connect with millions more who could benefit from treatment.

Can you imagine going more than a year without a routine hygiene appointment? Clearly, it’s not optimal.

But for many people, they consider it worth skipping, or a risk worth taking, depending on what they may have faced in a previous appointment.

As all clinicians know, waiting can lead to more costly and time-intensive procedures that will give the patient even greater cause for frustration.

P E R C E P T I O N S O F D E N T I S T R Y I N T H E I N F O R M AT I O N A G E

I N S U R A N C E PAT T E R N S VA R Y B Y A G E To understand the patient landscape,

The report cites that “insurance

it’s important to consider these facts

patterns of dental patients vary

from the HPI annual report:

significantly by age� and that:

More than half of all dental patients

Out of the 21 million seniors who

are adults between ages 19 and 64

visited a dentist in 2016, just over half were uninsured

Children ages 18 years and under are the next biggest age group,

Meanwhile, about 5% of children

followed by seniors over age 65

and 11% of adults ages 19-64 who visited the dentist in 2016 were uninsured

About two-thirds of all patients have private dental insurance

That is essentially the picture of patients across the country.

Approximately one-sixth of all

Yet no matter their insurance

dental patients are uninsured

coverages or personal financial situations, millions of Americans are simply not motivated to visit the dentist.

Yet no matter their insurance coverages or personal financial

For some practices, that means

situations, millions of Americans

deteriorating patient base, and not

feeling a lack of connection to the

are simply not motivated to visit

being able to add as many new

the dentist.

for growth. For others, it could mean

patients as forecast to meet goals permanently losing patients who believe they can take care of the dentistry more efficiently elsewhere.

15

I N C O M E , A C C E S S L E S S O F A FAC T O R A recent Pew Research Center analysis of Census data shows incomes are rising for American households — and millennial-led households (someone age 22 to 37) “now earn more than young adult households did at nearly any time in the past 50 years.”

Contrary to what some might assume, income levels and access to dental coverage don’t affect patient usage of dentistry.

Data in the HPI annual report shows that 47% of people ages 19-64 visit the dentist annually, which is down from the mid-50% averages that occurred from 2002-2004.

However, more than 61% of seniors make an annual visit to the dentist — a figure that provides some optimism for dental practitioners moving forward.

MORE THAN 60% OF SENIORS MAKE AN ANNUAL VISIT TO THE DENTIST

P E R C E P T I O N S O F D E N T I S T R Y I N T H E I N F O R M AT I O N A G E

WHY PEOPLE AREN’T GOING In its recent “Oral Health and

More troubling is that 33% of adults

Well-Being Among Seniors in the

simply don’t believe they need to

United States” report, the HPI

visit the dentist, according to the

reported that 76% of seniors say

HPI’s recent “Dentistry: A Profession

they plan to visit the dentist in

in Transition” report, which adds:

the next year, though fewer follow through.

“Dental care utilization is at the highest rate ever among children,

Half of seniors list cost as a barrier,

but continues to decline among

though that also means for 50% of

working-age adults. Utilization

the senior population, cost was not

among working-age adults began

a factor.

declining even before the great recession, with only about a third of adults visiting the dentist today.

There will be additional

Cost barriers to obtaining needed

opportunity to treat the aging

dental care continue to rise for

baby boomer population as more

working-age adults. Additionally,

people seek solutions for fully

visiting the dentist because they

many working-age adults report not believe they have good oral health

edentulous conditions.

and do not need to go.”

This creates the need for practitioners to satisfy their patient base, so that current patients act as champions for dentistry and encourage those around them to check out their favorite dentist.

17

T H E P O W E R O F PAT I E N T R E F E R R A L S In one recent survey, Spear learned

First, every practice must focus on

that 40% of the 500 patient

communicating with patients that

respondents said they had been

referrals are welcomed. It’s

referred to their dentist from

important to be intentional with

another patient.

that suggestion — to let patients know it is important for them to

However, more than 40% of the same

share their honest opinions of the

survey group revealed they had never

practice and, if they’re pleased with

referred a patient to the practice.

their experience, to let others know that the practice can be relied upon

The HPI data makes clear that every

for outstanding treatment.

current patient in a practice knows

Think about it.

someone who is not presently under the care of a dentist.

When was the last time you asked your best patients if they knew anyone else that could benefit from

So, why are these patients not

your services? Consider that the

recommending their dentists to their

patient comes in and sees full

relatives, friends and co-workers?

operatories and a bustling, thriving practice. They may simply assume

Spear launched its technology-

there is no room for new patients.

enabled Practice Solutions

So, make it part of the team’s

consulting model to help practices

everyday routine to ask.

grow by pairing advanced coaching

Also, very few practices seem to

for the whole office with real-time

measure referrals. As management

data and analytics. Today, with more

guru Peter Drucker was fond of

than 300 practices actively engaged

saying, “If you can’t measure it, you

in the platform, a clearer picture has

can’t improve it.”

emerged as to what practices can do to increase referrals.

Measuring and monitoring creates a focus for the team, giving staff a system to be able to see what works and what does not. The goal for a practice should be to attempt to improve this over time by providing care that exceeds patient expectations.

P E R C E P T I O N S O F D E N T I S T R Y I N T H E I N F O R M AT I O N A G E

SPEAR ASKED...

In the last 24 months how many patients have you referred to your dentist?

219 201

200

150

100

50

50

20 A1: None

A2: 1-2

A3: 3-4

A4: 5-6

19

1

2

A5: 7-8

A6: 9-10

7 A7: 11+

DECLINING REIMBURSEMENT R AT E S One of the most telling elements of the HPI annual report is that reimbursement rates are declining,

The HPI report revealed:

which indicates that out-of-pocket procedures are even more essential to running a successful practice in

The HPI dental reimbursement

today’s era of dentistry.

index reflects the overall decline

This decline is the continuation of a

dropped from 87.5 in 2015 to 84.6

long-term trend in dental insurance.

in reimbursement rates, which in 2016, a decrease of 3.3%

It’s a clear point of frustration for many patients, including those that discover how little of a procedure like an implant is covered by their plan.

Between 2006 and 2016, the index declined by 17%, with the largest decline in New York state

Only three states have seen an increase in the index between 2006 and 2016 The declines have the potential to impact sales pipelines for vendors as dental practices may alter their buying practices in response to the lower reimbursements.

P E R C E P T I O N S O F D E N T I S T R Y I N T H E I N F O R M AT I O N A G E

According to the 2018 National Survey from Bankers Healthcare Group, a leading provider of financial solutions for health care professionals, the ongoing issue of declining reimbursement rates is a critical concern for most dentists.

The BHG survey of more than 400 dentists showed that: 61% of respondents expressed concern about the impact of DSOs/ corporate dentistry

61%

49% expressed concerned about competitors saturating the market

43% expressed concerned about

OF RESPONDENTS EXPRESSED

government health care programs The impact of declining

CONCERN ABOUT THE IMPACT

reimbursement rates, coupled with those three datapoints in the BHG findings, creates a potentially

OF DSOS/CORPORATE DENTISTRY

stressful environment for many practitioners to negotiate. The stressors are clearly prevalent, and dentists are forced to respond or risk losing revenue.

21

In a January article in ADA News,

The vast majority of our customers

Matthew Hironaka, chief operating

experience an increase in their PPO

officer of Arizona-headquartered

reimbursements. The level of

Unitas Dental PPO-management

improvement in financials from year

service, noted his clients’ rising

to year resulting from negotiated

interest in fee negotiation services

increases depends upon multiple

due to the drop in

factors, including the specific PPO

reimbursement rates:

plans increased and number of procedures completed by the practice

“The majority of dentists we speak

and reimbursed by the plans. Many

with are very frustrated by what

practices see a positive impact

they consider to be the large

immediately following the effective

write-offs they are required to take

date of the increase. For others, the

by participating in-network with

impact of negotiations is realized in

PPO insurance plans. Dentists

the future and when a specific

agree to discount their usual and

employer group or larger group of

customary fees often as much as

insured patients switches their PPO

30-40 percent in order to participate

plan to one where reimbursements

as an in-network provider. This

were increased through negotiations.”

obviously has a significant impact on a practice’s revenue and leaves

The article also notes that members

dentists looking for answers to

of the ADA Council on Dental Benefit

increase PPO revenue and

Programs consider “third-party payer

improve profitability.

issues are the top-most concern for all dentists,” which further emphasizes the need for practitioners to consider

Doctors and their teams are faced today with the need to emphasize the long-term value of dentistry

new methods to generate case acceptance to drive practice growth without having to handle as many reimbursements.

Therefore, doctors and their teams are faced today with the need to emphasize the long-term value of dentistry.

By doing so intentionally and aligning your team to do the same throughout the practice, you generate more consistent patient comfort with crucial out-of-pocket expenses.

P E R C E P T I O N S O F D E N T I S T R Y I N T H E I N F O R M AT I O N A G E

Streamline and Grow Your Practice The technology-enabled Spear Practice Solutions platform provides your practice with a dedicated consultant to help align the team on a shared vision for long-term growth.

Using a real-time analytics dashboard and personalized interactive online experience that includes support from Spear’s learning ecosystem, you’ll visualize the steps to take to meet your goals.

Learn More

23

SHOWCASING VA L U E T O PAT I E N T S Quite simply — improving patient

The Patient Education platform —

communication is essential to any

available to Spear Online members

dental practice’s survival. That

— includes animated videos dentists

often includes strengthening how

can reference chairside via tablet

individual members of the

app, which includes a drawing tool

interdisciplinary team address

and customizable features, or by

the patient’s needs.

streaming to waiting room monitors with Apple TV or Fire TV Stick.

The data presented in the HPI annual report reflects findings from two separate patient surveys related to perceived value of the new Spear Online Patient Education platform, which was introduced in response to dentists’ need for digital resources to help people visualize their conditions and take control of their oral health.

P E R C E P T I O N S O F D E N T I S T R Y I N T H E I N F O R M AT I O N A G E

Additionally, following through on

Through the development of the

a flurry of requests from dentists

Patient Education platform, surveys

across the U.S., Spear added a

revealed that most patients valued

Spanish subtitle feature on Patient

the experience of having a condition

Education chairside tablet app

clearly articulated to them and

videos — giving doctors and their

presented in a manner that left them

teams another tool to make their

feeling nurtured and prepared to

patients feel as comfortable as

move forward with treatment.

possible in the operatory. Being able to visualize their conditions and follow along in their preferred language gives people more comfort than they are ordinarily accustomed to feeling during a dental visit.

Having a Spanish-language tool to communicate with more patients is essential to most modern dental practices if you consider that today the U.S. has more Spanish speakers than Spain — and the second-most in the world after Mexico, according to a study by the Instituto Cervantes research center. There are currently

THERE ARE CURRENTLY

41 million native Spanish speakers living in the U.S. today — and

41 MILLION

another 11.6 million people who are bilingual, many of whom are the children of Spanish-speaking immigrants.

NATIVE SPANISH SPEAKERS LIVING

Spear has always taken an empirical approach to dental education.

IN THE U.S. TODAY

25

V I S U A L LY E N C O U R A G I N G C A S E A C C E P T A N C E A survey of 500 patients showed

Spear also studied the reactions of

that after watching the chairside

400 other adult dental patients who

Patient Education tablet video on

were shown a Patient Education

gingival recession:

lobby video about cracked teeth.

Results showed:

95% wanted to understand treatment options

91% reported they would move forward with treatment after seeing the video

91% wanted payment options if treatment was not covered 86% felt repairing a cracked tooth prevents more work in the future 78% felt it would be helpful if

(they understood the consequences

their dentist offered Patient

of inaction)

Education videos 84% felt “wait and see” was a bad choice for small cracks (they became aware of the problem) The fact that 90% or more of patients believe effective communication is so crucial to their satisfaction is incredibly telling and perhaps confirms the general perception that a lot of people are visual learners, or that it’s just easier for non-clinicians to digest complex clinical issues with visual aids.

Patients want dentistry.

They want to discuss treatment with their doctors. But their doctors need to be prepared to assist them.

P E R C E P T I O N S O F D E N T I S T R Y I N T H E I N F O R M AT I O N A G E

90% OR MORE OF PATIENTS BELIEVE EFFECTIVE COMMUNICATION IS SO CRUCIAL TO THEIR SATISFACTION

Empower Your Practice with Patient Education Members of Spear Online have access to the Patient Education chairside tablet app and lobby videos — easy-to-use digital resources proven to drive case acceptance.

Learn more about how to automatically stream engaging, animated content to the monitors in your waiting room with Apple TV or Fire TV Stick.

Learn More

27

T H E VA L U E O F P A T I E N T E D U C A T I O N

In its surveys, Spear identified that

This indicates that dentistry stops

less than 30% of patients consider

being a commodity for more com-

dentistry something “extremely

plex conditions, even though rec-

important” compared to other health

ommended treatment is essential

care costs.

to optimal long-term oral health. If the doctor can demonstrate what

This datapoint, and those cited

they can achieve clinically, it should

above, highlight the impact of the

increase practice retention, since

changing patient population and

patients will consider that other

how individual behaviors reflect the

dentists may not be able to provide

ongoing shift in consumerism in

the same level of care.

the U.S. Spear’s survey of Patient Education lobby video viewers who watched the video on gingival recession also indicated that only 35% of patients agree or strongly agree that any dentist can do a procedure.

LESS THAN 30% OF PATIENTS CONSIDER DENTISTRY SOMETHING “EXTREMELY IMPORTANT”

P E R C E P T I O N S O F D E N T I S T R Y I N T H E I N F O R M AT I O N A G E

THE PATIENT EDUCATION PLATFORM ENABLES DENTISTS TO REACH THESE TYPES OF PATIENTS WITH:

Gives the practitioner and their

Multimedia on conditions and procedures

team the ability to instantly

Easy to use and simple for

message millennials and other

the patient to process.

Text feature

digital-savvy patients.

Post-operative care instructions

Customizable printouts

Ensures patients take care of

Includes treatment overviews

themselves after a procedure.

and specific case annotations, which is often appealing to the older, non-digital population.

Helping patients to understand something without forcing a procedure on them builds trust

Drawing Tool

and gets them to proactively

Brings the chairside experience

explore solutions.

to life, giving patients and doctors a common ground where the condition is explored in greater detail.

29

INCREASING REFERRALS IS KEY Spear’s survey results were very

The white paper identifies that most

clear. Despite this era of hesitancy

patients “are pleased to see a team

about paying for routine treatments

that respects each other and works

and desiring more value from

efficiently together.” Industry trends

dentistry, patients still feel

show that this recognition compels

comfortable recommending their

people to recommend the practice to

dentists to each other.

friends and family.

Based on the responses from

The analysis showed that 39% of

500 patients, the top three ways

negative reviews mention wait

people find their dentists are:

times. Meanwhile, more than 60% of negative reviews mention the doctor

REFERRAL (39.2%)

— and 66% mention a specific team

DENTAL INSURANCE (16.2%)

patients’ desire to feel comforted by

GOOGLE SEARCH (15.6%)

member, which further emphasizes and connected with their treatment team. When patients feel disconnected or unsure of the clinical work

Spear’s “Drivers of Patient

happening in the mouth, they feel

Satisfaction” white paper addresses

motivated to share what they

how to get generate the positive

perceived as a frustrating experience.

reviews that lead to more consistent

These days, those “shares” create

referrals. In an analysis of Google

a significant detriment for

and Yelp reviews of more than 1,200

your practice.

practices in a range of communities across the U.S., four primary factors emerged as to what truly drives patient experiences:

1/ WAIT TIMES 2/ POLITENESS 3/ PROFESSIONALISM 4/ OFFICE

P E R C E P T I O N S O F D E N T I S T R Y I N T H E I N F O R M AT I O N A G E

MORE THAN 60% OF NEGATIVE REVIEWS MENTION THE DOCTOR — AND 66% MENTION A SPECIFIC TEAM MEMBER

To mitigate patient frustration, team

Using team meetings helps the

alignment is crucial. With Spear

entire practice address patients with

Online team meeting modules,

a common language and collective

clinicians and their teams can more

goal to ensure satisfaction. This

seamlessly apply lessons from recent

leads to a unified, consistent voice

continuing education courses or

that the patient connects with in

seminars into an efficient workflow,

their first call and can expect to hear

moving past the staff resistance

as they leave the office.

or delay that tends to happen the “Monday after the course.”

Team meeting modules help the practitioner implement impactful, topic-based meetings that reinforce the patient-nurturing standards espoused by Spear and dental experts across the industry.

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S O L U T I O N S T O E M P H A S I Z E VA L U E T O Y O U R P A T I E N T S

Based on Spear analyses of industry trends and feedback received from hundreds of client practitioners as to how their patients react, it is evident that patients are more critical than ever of dentistry.

1

Extensive dental CE multimedia, resources and coursework

More than 1,300 CE-eligible video courses on Spear Online are

Yet while it’s immensely frustrating

separated into easy-to-digest

for a struggling practice to cull new

lessons on topics like restorative,

patients, or for a thriving practice

esthetics, occlusion, worn dentition,

to lose existing patients, this era

treatment planning and more. The

marks a time of opportunity for

functionality of the platform allows

progressive doctors who believe in

doctors to learn at their own pace,

improving the dental experience

on their own schedule, 24/7.

for people who simply don’t understand dentistry.

Having access to a library of training materials empowers Spear Online

Access to Spear Online provides

members to treat more severe wear

doctors and their teams with four

cases, edentulous cases and other

solutions proven to address these

complex cases that are usually

pitfalls with patient loyalty and

out-of-pocket and seen by patients

commitment to dentistry:

as critical investments in their overall health care budget. Gaining that clinical confidence is essential to taking on more of the cases needed to counter the decline in national reimbursement rates.

Also, based on instruction from Spear Resident Faculty, doctors can follow Spear CE lessons to learn how to accurately phase treatment, which is important for getting many patients to move forward. The more patients a doctor can effectively treat, the more potential patients the practice can care for.

P E R C E P T I O N S O F D E N T I S T R Y I N T H E I N F O R M AT I O N A G E

2 3

Numerous individual courses, team meetings on patient engagement

Patient Education

Spear Online includes a range

With its visual representation of

of multimedia on how to talk to

dentistry and clinical information

patients, including about how to

distilled into terms anyone can

address the price and value of

understand, the Patient Education

dentistry and patient apprehensions

platform and native apps simply

based on common insurance scenarios.

make it easier for patients to move forward with treatment.

In addition to specific courses on patient engagement, the video

Increase credibility with patients

lessons and guided discussion

by having a visual aid at your

resources on Spear Online enable

fingertips. Demonstrating

doctors and their staff members

conditions and procedures with

to make regular sit-downs highly

a video, both chairside and in your

focused and productive. Meeting

lobby, helps ease patients into the

modules come fully equipped with

conversation about their overall

agendas, discussion questions and

oral health. Many people are visual

implementation plans, which help

learners who see Patient Education

practices maintain consistent

as a value-add that differentiates

standards and messaging with

the practice from others they’ve

patient care.

visited recently.

For example, in a series of recent

With visuals to help tell the story,

team meeting modules that

you can speak to patients on

encourage positive patient relations,

their level and effortlessly remove

Spear Resident Faculty member

any friction from the informed

Dr. Ricardo Mitrani teaches how

consent process.

to develop “emotionally engaged patients” and turn negative patient reviews into “a growth opportunity for the entire practice.”

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CONCLUSIO Communicating with patients is

To keep patients returning, and to

essential to the overall health of the

cultivate new patients, it takes an

practice. Yet while this has been

intentional process of making them

anecdotally understood for decades,

feel nurtured, supported and

today dental professionals must

encouraged to do what’s best for

consider it an obligation to

their oral health. But they have little

connect with patients — rather than

threshold for wasted time or feeling

an option that you might address

like they’re being sold on

when the team isn’t too busy.

non-essential procedures.

To truly engage with a patient,

The modern patient simply expects

communicating takes more than a

more to become a loyal returnee

couple minutes or some outdated

who characterizes your clinical work

printouts that a team member

with five-star, thumbs-up reviews

robotically distributes to patients

that make more people aware of

as they leave their appointment.

your caring nature and dedication to Great Dentistry.

In the Information Age, where more and more people use digital media to educate themselves about their health, patients desire to “see” their dentistry in action. Plus, with millennials and other informationsavvy patients addressing their dentistry with great scrutiny and frugality, doctors and their teams must evolve more as trusted “partners” rather than health care providers.

PATIENTS DESIRE TO “SEE” THEIR DENTISTRY

P E R C E P T I O N S O F D E N T I S T R Y I N T H E I N F O R M AT I O N A G E

ON Bring Passion and Purpose to Your Meetings Create a powerful practice, one meeting at a time. With Spear Online team meeting video modules, you can encourage your staff to follow a consistent standard and message with all patients.

Learn More

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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

Based in Scottsdale, Arizona, Spear Education is an innovative dental education company that includes the following practice-building, member-based services:

Spear Online

Spear Study Club

Named “Best Product” by Dental

Spear Study Club involves small

Product Shopper, Spear Online

groups of peers that meet locally

includes more than 1,300

as many as eight times a year to

CE-eligible online video lessons

collaborate on real-world cases,

spanning restorative, esthetics,

improve their clinical expertise and

occlusion, worn dentition, treatment

discuss growing practice

planning and more. But access is

profitability. Spear has the largest

not only for dentists. Membership

network of study clubs, with active

provides your office team with staff

clubs in more than 40 states and

training, team meeting and patient

six countries.

communication tools — like the Patient Education platform and native apps — to align the entire practice on patient care.

P E R C E P T I O N S O F D E N T I S T R Y I N T H E I N F O R M AT I O N A G E

Spear Campus

Spear Masters Program Specialist Workshops

Thousands of dentists visit Spear’s With 2½-day workshops for both

scenic Scottsdale campus annually for

endodontists and surgical specialists

continuing education seminars and

tailored to meet the needs of

workshops. Members attend sessions

doctors and their teams, you will

in a state-of-the-art, 300-person

learn how to strengthen relationships

lecture hall and receive hands-on

with your referring practices,

training in the Spear laboratory.

develop your team for growth and build the leadership skills necessary to streamline case flow.

Spear Faculty Club Designed as a prestigious community of doctors who share the journey to

Spear Practice Solutions

great dentistry with others committed to continued learning, professional

The fully integrated business and

growth and providing the best patient

clinical solutions platform blends

care, Faculty Club is at capacity and

custom education, personalized

acceptance is on a wait-list basis.

coaching and real-time analytics to help your practice reach its full potential.

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