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Eliminating Billing is Easy!
Eliminating billing is easy. All you need to do is to forget everything you were taught. For example, countless seminars and articles teach us that collecting money is mostly about personality; the business staff member collecting money must be assertive, if not aggressive.
We're told that to improve our collection percentage, the key is not to ask "wimpy" questions. Do not ask, they say, "Would you like to pay today?" or even "How much would you like to pay today?" After all, these questions signal to the patient that there is a choice of not paying.
So the solution we propose is the asking of a more assertive question. For example, "Will you be paying by cash, check or charge?" All the choices here still result in our getting paid today. This question is not always effective, but it is more proactive than the wimpy questions mentioned before.
The system of collecting we advocate is something of a new paradigm in dental practice collections. The key to our system lies not in the personalities of the business staff members, nor in the asking of any manipulative questions. The key to our system lies in the consistent and proper discussion of fees in a pleasant manner, and the establishment of a clear, verbal payment agreement before each treatment.
Handing a patient a written financial policy does not establish a payment agreement, nor does announcing to a patient that your office policy is to collect at time of service. A payment agreement is established only when the patient agrees upon the method and timing of the payment, and answers “yes” to the magic question that gains compliance: "Will the payment be comfortable for you?"
Let's say a patient schedules a cleaning for the next visit. The business staff member explains upon scheduling that the fees will total $110 for the visit and asks, “Will that be okay?” The patient understands and nods in agreement. After this next visit, the patient checks out at the front desk only to announce, "Oh. I didn't know I had to pay today." The patient is billed.
In hindsight, there was never a clear payment agreement here. Let’s look at another case to illustrate: A patient has come into the office for a consultation. The doctor determines that a full-mouth X-ray is required. The business staff member enters the operatory and says, “I’m here to help you with your visit today, Mrs. Smith. The doctor has recommended a full set of X-rays. The fee for a full set of X-rays in our office is $100. You can pay that today by cash, check or credit card before you leave the office. Will the payment today be comfortable for you?”
The patient now has the opportunity to discuss any difficulty she might have in making payment. She deserves to have this opportunity and not to be surprised by any manipulative questions at the front desk upon checkout. You've clearly explained that the payment is due today, before she leaves the office. That’s asking for payment!
Rich Madow revealed in the Richards Report the single biggest secret to eliminating billing: "If you can't collect it, don't produce it." He explains that the proper attitude about collecting money is not, “We are a financially tough, lean and mean office. We won’t do the work unless we get paid!” The right attitude, and the one we espouse is, “We care so much about our patients that we will do anything we can to make them comfortable in affording the fine treatment they deserve, while preserving the trusting relationship we have with them.”
Eliminating billing is as easy as approaching each day with the proper question in mind: “How can I help my patients comfortably afford the treatment they need or want without sending any bills?” This attitude among your staff members is key to eliminating billing in your office, and expresses the true meaning of collecting at time of service. Your business staff is not in your office to argue with patients or to manipulate them. They are there to help your patients find a way to afford the dentistry they need or want.
Clear agreements with patients maintain a full schedule, maintain collections equal to production, and keep your patients happy and referring others. Misunderstandings result in lost time and lost money. The arrangements and agreements you make with your patients should be as clear and as solid as your commitment to five-star service and five-star dentistry.
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