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What Do Patients Really Want?
According to practice management consultants who work in the dental field, most patients do not notice the quality of work they receive while in the dental chair; they simply want their teeth "to look good."
"Patients do not have the scientific background to appreciate all the hard work you put into their mouths," says Marvin Berman, D.D.S., a pediatric dentist. "So they focus on areas in the practice they can understand -- like whether the receptionist is friendly, whether the dentist is friendly, whether they are kept waiting too long in the waiting room, etc."
According to the Center for Professional Development, Scottsdale, Ariz., 15 percent of success in a dental office is attributed to clinical skills; 25 percent is related to management and organization; and 60 percent is related to a dentist's ability to communicate with patients. "The bottom line is that the most successful dentists are good communicators," says Dr. Berman. "They like people and being around people."
A poll was conducted that measured attitudes of 14,444 patients in Washington, Oregon, Colorado, Idaho and Utah regarding their perceptions of the dental office. The poll, published in AGD Impact, provides dentists with 10 suggestions to implement in their offices:
- The receptionist must be friendly on the phone and at the front desk.
- Be prompt and do not keep patients waiting.
- Do not let dental assistants do very much without first explaining things to the patient.
- Be willing to work out more flexible financial plans.
- Give patients personal attention and don't make them feel rushed.
- Tell patients what is being done before charging them.
- Call and remind patients of their dental appointments.
- The office must look, feel and smell clean.
- Be more helpful in processing dental insurance.
- Explain sterilization standards practiced in the office.
"All of these suggestions are valid, but they reflect many dentists learn these skills while on the job; they aren't taught these things," says Dr. Berman.
What dentists are taught is how to provide intricate surgical procedures in a tiny, dark, enclosed area, and to use a drill with a diamond bur that rotates at 100,000 revolutions per minute. During treatment, many patients express fear and frequently let dentists know how much they hate being there.
"I do wish more people would recognize the great lengths we go to when providing care," concludes Dr. Berman. "We really do try to make our patients happy and willing to come back."
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