I’m still buzzing from the energy of our recent webinar with Rich Madow, DDS, founder of The Madow Center for Dental Practice Success.
Rich is a genuine leader in dental education, providing expertise on how to achieve dental practice success through better patient communication. He brought his spontaneous, entertaining, and deeply experienced perspective to one of the most persistent challenges: How to confidently and effectively answer those tough, sometimes dreaded, patient questions to boost treatment acceptance.
Rich tackled 'The Dirty Dozen,' a term he uses to refer to the 12 most common and frustrating questions that can derail a patient relationship or stop treatment acceptance dead in its tracks. But the biggest lesson wasn't just what to say; it was learning how to think about communication. The key is to preempt the questions, manage expectations, and communicate value in terms a fifth-grader could understand.
Here are the critical takeaways from the session, focusing on how you can transform these moments from headaches into opportunities. Rich's advice has the potential to transform these challenging situations into opportunities for growth and improved patient relationships.
The power of preemption: Proactive patient communication
Rich’s central theme was clear: the best way to answer a difficult question is to make sure it’s never asked in the first place!
- "Why didn't this hurt until you did the filling?" Manage expectations before you start! Let the patient know it’s perfectly normal for a tooth or injection site to be sensitive after the numbness wears off. Using an analogy (like a dermatologist removing a mole) helps normalize the discomfort.
- "Can't I just get a regular cleaning?" This was a favorite for a reason. Instead of arguing after the fact, educate and calibrate the patient before the exam.
- Explain simply that gum disease is the leading cause of adult tooth loss.
- Tell them the probe is like a "ruler" that measures how tightly gums are attached.
- Define the numbers: Low numbers (2, 3) are good; high numbers (4, 5, 6) or a "B" (for bleeding) signal infection.
- When they hear those high numbers, they'll be asking you what can be done to eliminate the infection!
Mastering communication: Communicating value over cost
Several of the most common questions revolve around money, insurance, and the perceived expense of dentistry. Rich offered straightforward, non-defensive responses that focus on the patient's long-term health.
- "Why are your fees so high?" Keep it simple and focus on investment. Avoid a technical speech about materials. Instead: "We might not be the lowest-cost practice, but the quality of care, service, and personalized attention we provide is reflected in our fees. After all, we're treating your smile, your health - it’s an investment that will last a lifetime."
- "How long will this crown last?" It's impossible to predict. You can frame it against insurance standards (which often pay every five years) but offer a higher expectation. A gutsy bonus move: Offer a replacement at no charge if they take good care of their teeth and gums and come in for their scheduled hygiene visits. This approach builds loyalty and reinforces compliance.
- “Can't you just bill me?" Connect your policy to reasonable costs. "We've eliminated billing so we can keep our fees as reasonable as possible. The cost of billing is very high, and we don't want our fees to reflect that." Then, pivot: "Let's review the fantastic financial options we offer to see which is best for you."
Insurance challenges: Position your practice as an unrestricted provider
Patients don't want to choose a dentist from a discount list. Rich taught us how to lean into your value proposition, especially with insurance.
- "Do you take my insurance?" Never lie or trick a patient. Be honest while positioning your practice as the superior choice. Use terms like "unrestricted provider" to explain that you can still see them and provide the best quality dentistry possible. Not dentistry dictated by an insurance company.
- "Is this covered by my insurance?" Re-frame their understanding of dental insurance. "The great news is your insurance will cover a portion of this. Remember, dental insurance isn’t different from medical insurance. Its purpose is to help offset the cost of your treatment, not pay for it entirely. It's kind of like a coupon."
Financial flexibility & recurring revenue with dental membership plans
Rich repeatedly emphasized the value of a dental membership program, especially for the uninsured or those with PPOs that may not be ideal. He compared it to the monthly subscriptions we all love (Netflix, Spotify) because it's predictable, low-friction, and high-value.
Membership plans are an incredible tool for:
- increased patient loyalty;
- higher average patient value;
- reduced no-shows and cancellations; and
- recurring revenue for your practice.
Rich stressed that attempts to DIY a membership program often fail due to administrative burdens.
If you loved Rich's tips, you'll love the stability and growth that Clerri can bring to your practice. Ready to see how a professional membership program can increase patient loyalty and recurring revenue without the admin headache? Get in touch with us today.
