Why They Pick You and When They Pick You › system › files › media › documents › Bray,...

©Rosemary Bray ~ AAO 2013

The American Association of Orthodontists

Presents

Their 113th Annual Session in Philadelphia

With a Lecture By

Rosemary Bray

On Sunday May 5th, 2013

“Why They Pick You and When They Pick You”

Rosemary Bray 6263 Paseo Callado

Carlsbad, CA 92009

Tel/Fax 760.268.0760

Email : [email protected]

Website : www.rosemarybray.com

~ Please do not reproduce or distribute this copyrighted material ~

ROSEMARYBRAY

Speaking, Training & Consulting to the Dental & Orthodontic Profession

http://www.rosemarybray.com/

http://www.aaomembers.org/


Why They Pick You ~ When They Pick You

According To Stanford Research ~

People Select A Doctor (of any kind) And Will Stay There Based On These Ten Criteria

1) ______________________ 6) _________________________

2) ______________________ 7) _________________________

3) ______________________ 8) _________________________

4) ______________________ 9) _________________________

5) ______________________ 10) _________________________

If you Google “How to Find an Orthodontist” today, this is what you will see.

This is what your patients will read and use to help them choose you.

Would they choose you based on this information you should provide for them?

1) Find out how long the practice has been in operation.

2) Ask about the extent of the doctor's training and clinical experience.

3) If the doctor does not perform certain procedures, ask about his referral process.

4) Before committing yourself to a doctor, identify all the procedure options that would solve

your concerns. Ask about the pros and cons of each option.

5) Ask about the types of professional dental societies the doctor participates in. Some societies

require doctors to take continuing education classes to keep them up-to-date on the latest

procedures and technological advances in the field.

6) Ask about the type of emergency care offered. For example, is the doctor available

after hours and on weekends?

7) Inquire about patient comforts, such as pre-medication, and amenities such as

music or heating pads, etc.

8) Ask to see before-and-after photos of the doctor's previous patients. Bring a photo of the

result you would like to see or a picture of yourself before the need for treatment to help set

a reasonable expectation for your procedure's outcome.

9) Determine costs prior to treatment. If you have dental insurance, chances are good that there

will be some benefit coverage applicable to procedures such as preventative dental care

although coverage for orthodontia varies among dental insurance plans. Your out-of-pocket

costs are typically determined at the initial consultation.

10) Is the doctor's office located nearby? This could be important if your procedure requires

frequent or multiple visits (as it does with Ortho).

11) Is the doctor’s team friendly and courteous? You may not want to see a doctor long term if

you don't feel comfortable with the team. (This is why I lecture about Teamwork so much!)

12) Your general dentist's recommendation remains a valuable one. General dentists not only

work with orthodontists in coordinating patient care, but also regularly view the results of

alignment procedures and can pass their evaluations on to you. If your dentist's children

have or had braces, ask which orthodontist they used.


13) Ask your friends, neighbors and business colleagues whom they recommend.

If the treatment is for your child, check with the teachers' and parents'

associations at your child's school.

14) Contact a local dental school and ask its orthodontic department which local practitioners

they recommend.

15) Before you set up a consultation with an orthodontist, make sure he or she is a licensed

member of the American Association of Orthodontists, (AAO), the organization requiring

adherence to rigorous training and ethical standards. Members of this organization have

completed two to three years of full-time postgraduate classes and clinical work. Once

members have their own practice, they must remain up-to-date on research and

technological advances.

The Internet Tells Your Patients to Find Out At Their Consultation ~

How extensive is the orthodontist's practice?

What is the orthodontist's level of experience and how long has he/she been practicing?

Ask to see before-and-after photos of previous patients. Are the results to your liking?

How varied and advanced are the treatments offered? Revolutionary new technologies such

as temporary mini-implants, computer-charted and robot-adjusted arch-wires that fit behind

the teeth (as in the SureSmile system), translucent aligners (such as Invisalign's) and clear

brackets and bands allow for less conspicuous appliances that may save on treatment time

and reduce discomfort, as well. Also check to see if the orthodontist uses a laser to clear

away gum tissue that accumulates while the braces are in place.

What is the orthodontist's diagnosis and plan of action for your teeth and how clearly has

it been explained to you? Did the orthodontist provide information about alternatives?

How practical is the treatment plan in light of your personal, business and social needs?

What is the office ambiance like? Specifically, are you (or your child) comfortable with the

orthodontist's chair-side manner? Is the staff friendly, welcoming and quick to address your

concerns? Since orthodontic treatment takes an average of two years, with appointments

typically every six to eight weeks, it is important to establish a rapport with all of those who

will be providing services. This is particularly important with teens and pre-teens who may

feel resentful about having to wear braces in the first place. An orthodontist and staff who

establish good rapport are better able to encourage and motivate such clients to stick to a

home regimen of scrupulous brushing and flossing, headband- and retainer-wearing, etc.

Is the orthodontic practice conveniently located close to your home, office or child's school?

Emergencies are unlikely, but just in case, what provisions does this practice offer?

What are the financing options? While payment plans are available through a number of loan

providers, and the AAO can advise you on patient financing it endorses, there are alternative

options. If your child requires orthodontics and you are facing financial hardship, ask about

the possibility of pro bono treatment, which some orthodontists offer. (Wow – never heard

that one before) Alternatively, you can save money on fees by having treatment performed

at a dental school, which is likely to charge only a small portion of standard orthodontic fees.

Your treatment will be overseen by a seasoned practitioner, typically a full professor who has

specialized in orthodontics for many years.


Online it said, “To get her son’s teeth straightened, (one online) mom asked family and

friends for their recommendations. She then interviewed three orthodontists. (Ok, we HAVE

heard that one before!). She decided to use her son’s doctor for her own braces because she

liked her son’s treatment plan and the results - they made her smile. The orthodontist also

offered her a family discount. And his office was convenient. That was a big plus for her

since she has appointments every six weeks. She recommends asking how easy it is to

schedule appointments. Whether a practice is right for you has a lot to do with the personality

of the orthodontist and how good you feel when you’re there. “The way the office runs and

the way the patient is treated can vary quite a bit based on the practice’s philosophy, the

personality of the doctor and how friendly the staff is,” the mom says.”

Online Sites Tell Your Patients to Consider These Things ~

1) Many orthodontists offer free (I so prefer the word no-charge) or low-cost

consultations. Many first appointments are 45 to 60 minutes long. It includes a

panoramic X-ray that gives a full-mouth view, some photographs, and a medical history.

2) Among other things, Drs will measure how wide a patient can open their mouth and whether

there’s jaw muscle tenderness or clicking, which may indicate grinding. They also measure

the protrusion (how much teeth are jutting out) and crowding of the teeth.

3) Before they leave, patients get an estimate of treatment cost, length, and goals.

4) Costs for orthodontic work vary by doctor and region. Some charge about $5,880 for children

and $6,380 for adults, although some may be lower or higher.

5) There is a range of prices “from one neighborhood to the next, as well as differences in the

way some practices are run.” Some see as many as 100 patients a day. Other practices take

fewer patients per day, seeing about 40 patients daily.

6) More expensive doesn’t always mean better. Go to an orthodontist who offers video games in

the waiting room and lavish, high-dollar prizes? You might be paying more for flash than

substance.

7) Many orthodontists offer interest-free financing for clients with good credit.

And most also offer financing through banks.

8) In 2010, 60% of all new patients had dental insurance that included orthodontic benefits,

according to the AAO. Ask if there’s a lifetime cap or maximum, or any age limits. And

remember: Just like dental insurance, orthodontic insurance is designed to cover just a portion

of the fee, not all of it.

Braces guide.com Says ~

a) A friend or neighbor who has had braces may be able to provide a recommendation.

The best way to determine the kind of care someone provides is by asking someone who

is currently in treatment. They can describe how the doctor and staff treat the patients and

parents. Have they had any problems? Would they recommend the orthodontist to their

friends? Have the procedures and treatment been explained well?


b) Try to distinguish between normally painful or uncomfortable procedures and rough or

uncaring treatment. Remember that braces make the teeth sore for everyone to varying

degrees. Having pain does not necessarily mean that the orthodontist is a poor practitioner.

c) The general dentist can be an excellent source of information regarding

specialists. The dentist likely refers patients to specialists that treat their patients

well. If they have issues with a specialist, they will likely no longer refer patients

to them. There are some instances where dentists are required to refer their

patients to certain providers for insurance reasons. In this case, their choices for

referrals may be limited.

d) A dental insurance company may provide referrals to participating providers.

e) Magazines and newspapers sometimes print articles on the “Best” or most highly rated

dentists and specialists. Be wary of these types of articles since they do not necessarily

represent those with the highest qualifications.

f) Lastly, a state board of dentistry may be another place to look for information. Most state

licensing boards will now have their information available online. Verification of

dental/ortho license status and if there have been any actions brought against them

will be available for review.

Quackwatch.com and Voices.yahoo.Com Will Tell Your Patients to Look At ~

What are the office hours — is the doctor available when you're available?

What is the protocol for patients who have emergencies during office hours,

after office hours, or when the doctor is away?

Some orthodontists only offer appointments at one of their many locations on a particular

day of the week. How convenient will that be for your schedule?

Does the entire staff use universal precautions for infection control, such as gloves,

masks, protective clothing and sterilized instruments and work areas?

If you call the practice with a problem, can you speak to the doctor? Are there established

times for calls to and from the doctor? Are telephone calls returned the same day?

Great online pt posting - “Beware the general dentist saying they can do the orthodontic work. A specialist is

far more likely to do it right the first time and treat more than front teeth esthetics. There is pressure for

general dentists to do more as economic pressure build but that may run counter to the patient's best interests.

Do yourself a favor and go get what is usually a free initial consultation with a qualified orthodontist”

5 Stages of Buying ~

Stage 1: Problem Recognition - recognizing a problem or need for a product or service. In selecting a

dentist, this stage can happen when a dental consumer recognizes need for dental services, for example,

routine check-up, pain, a broken tooth or an Ortho need.

Stage 2: Information Search - once a consumer recognizes a problem, he or she will tend to search for

more information. He or she can either be simply receptive to more information or actively seek more

information. Consumer information sources are categorized as personal sources (family, friends, coworkers,

acquaintances), commercial sources (yellow pages, advertising, websites), public sources (mass-media,

public organizations). Although commercial sources are most accessible and well known to consumers,


personal sources are most influential. Finally the dental consumer makes a choice among the list of dentists

in the choice set.

Stage 3: Evaluation of Alternatives - the attributes of interest to buyers differ by product or service and by

buyer. For example, attributes that buyers value most for a dentist will likely be different from attributes that

buyers value for a surgeon or for a hairstylist. Also buyers have different sets of attributes they value (also

known as preferences). Some people may value kindness of the dentist the most while others may value

convenience of the dentist office location.

Stage 4: Purchase Decision - each alternative in the choice set will be assigned a perceived value for each

attribute according to its weight. A total perceived value for a given alternative can be used to compare the

total perceived values of alternatives in the choice set. Then a consumer develops an intention to purchase

the alternative with the highest perceived total value. Opinion of others may intervene with the buyer’s

decision. The buyer’s family or friends may object to the buyer’s purchase intention. The dentist might not

be available when the potential consumer needs dental services or the receptionist did not answer the phone

when the consumer called. The perceived risk of the purchase may cause the potential consumer to postpone

the decision or to gather more information.

Stage 5: Post- Purchase Behavior - Evaluation does not end when a consumer has made a purchase

decision. Once a consumer makes a buying decision, he or she experiences the product or the service with

a certain level of satisfaction or dissatisfaction. In selecting a dentist the consumer makes another decision:

whether or not he or she will stay with the selected dentist. (And this is why I talk so often about Customer

Service!)

According to ~ http://www.hatedentists.com

Why People HATE Dentists

#1 – The Needle! #6 – The Sounds & Smells!

#2 – The Pain! #7 – The Cost!

#3 – The Anxiety! #8 – The Lectures!

#4 – The Drill! #9 – The Poor Service!

#5 – The Invasiveness! #10 – The Bad Memories!

Good thing in Ortho, none of these are a concern!


SUGGESTED TC & TEAM READING AND CD LISTENING

To Achieve a Level of “Great Service” for Your Ortho Patients and to Build

That All Important Relationship

(Not one of these books is about Teeth, Braces, Invisalign, or Orthodontics

and yet they are ALL about you!)

How to Win Friends and Influence People Dale Carnegie

Branded Customer Service Janelle Barlow

The 7 Habits of Highly Effective People Stephen Covey

The Starbucks Experience Joseph Michelli

Raving Fans and Gung Ho! Ken Blanchard

Dealing With People You Can’t Stand Dr Rick Brinkman

Selling the Invisible, The Invisible Touch, or What Clients Love Harry Beckwith

Relationship Selling Jim Cathcart

How To Win Customers and Keep Them For Life Michael LeBoeuf

Delivering Knock Your Socks Off Service Anderson/Zemke

The Purple Cow (and the sequels) Seth Godin

Customer Satisfaction is Worthless-Customer Loyalty is Priceless Jeff Gitomer

Relationship 101 John Maxwell

Hug Your Customer Mitchell Green

Make People Like You in 90 Seconds Nicholas Boothman

Convince Them in 90 Seconds Nicholas Boothman

Selling is a Team Sport Eric Baron

Crucial Conversations Kerry Patterson

YES! Attitude Jeffrey Gitomer

Getting Your Way Jeffrey Gitomer

Positive Words – Powerful Results Hal Urban

The Power of Body Language (8 CD set only) Joe Navarro

The Secrets of Savvy Networking Susan RoAne

Mom 3.0 Maria Bailey

Setting The Table Danny Meyer

2013 AAO CD Set AAO

Given away today as a prize ~

Convince Them in 90 Seconds

by Nicholas Boothman


Now That The Patient Has Chosen To Come To You

When Do They Actually Decide To Say YES?

Once they “pick” you for an initial exam appointment that does not necessarily mean they are saying

YES to your treatment proposal. That same new patient now has 11 opportunities to say YES,

to actually accept your treatment plan. When do YOUR patients make the ultimate decision to BE

your patient? Make sure your practice has all 11 criteria well in place and so you can also

be better prepared in your exam appointment to hear YES more often, and perhaps, even sooner.

In Ortho, there are numerous opportunities for your patients/parents to accept your treatment

and actually become YOUR active patient. It can be:

1) _________________________________________________________________________

2) _________________________________________________________________________

3) _________________________________________________________________________

4) _________________________________________________________________________

5) _________________________________________________________________________

6) _________________________________________________________________________

7) _________________________________________________________________________

8) _________________________________________________________________________

9) _________________________________________________________________________

10) _________________________________________________________________________

11) _________________________________________________________________________

At what point do the majority of YOUR patients say YES to you? Wouldn’t you love to know?

You can do a survey of your existing active patients and find out.

Ask them to tell you at what point THEY actually made their decision to say YES.

Then discuss this with all the team because everyone

in the practice plays a role in a “YES” or a “NO” answer

from your patients. Know WHY they chose your practice

and WHEN they made that final decision. Then continue

to do the things that generate those YES’S!

We Said YES When

1) ____________

2) ____________

3) ____________

4) ____________

5) ____________


If it was # 1, that means ________________________________________________________









If it was # 10, that means _______________________________________________________

Teams Get Patients To Say Yes ~

Each Person Has A Role In The Overall Experience.

NOTES:

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

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Meet Your 2013 Philly AAO Speaker ~ Rosemary Bray

Rosemary Bray has spent more than 30 years employed in the Dental profession, with

experience in General Dentistry, Periodontics and Orthodontics (18 years). She “retired”

as a team member in 1998 to begin her self-employment as both a speaker and consultant. She is proudly

celebrating her 44th

year in the profession of teeth this year and she has now worked on every continent

except Antarctica! (Penguins don’t care apparently)

She has lectured and consulted both nationally and internationally on behalf of the AAO, numerous

Orthodontic companies, various Dental societies, Dental and Ortho study groups and for her own workshops

and seminars. Rosemary is self-employed as an Ortho office trainer and consultant specializing in New

Patient Exams/TC Training * Internal and external marketing * Outstanding customer service * Verbal,

written & telephone communications skills * Team relationships, teamwork, motivation, incentives, retreats

and team building. She gives personalized office retreats and seminars and is available for speaking

engagements to a variety of professional groups, large or small. A very popular lecture is her Appreciation

Seminar to thank all of your Dental referrals for supporting your Orthodontic practices. You invite them all

to attend, feed them, give them CE Credits, Rosemary shows up and gives a fun prize filled lecture that will

help them improve their practices ~ all as a gift from you!

DEBAND SINGING ~ See Rosemary’s website to order her book containing

50 different, fun, crazy Deband Songs to sing ~ the sure fire way to jazz up your

patient Deband Celebration!

ORTHO CAMP ~ the fun and motivating Ortho seminar held annually at a beach

resort outside the USA has come to a conclusion after 10 glorious years! HOWEVER ~ there is

one final reunion - March of 2014 will be the Final Fling - the last Ortho Camp ever in the

history of the profession! Just like the Eagles come back tour – one last Camp! See the webpage

www.Orthocamp.net or Rosemary’s website, for information on how your team can join in the

learning, the Fun in the Sun, the camaraderie and the excitement of attending a FUN, barefoot

seminar on the beach at the gorgeous all-inclusive resort, the Aventura Spa Palace in Cancun!

ORTHO TC TRAINING ~ Rosemary will be giving a 2 day intensive TC training

course in the beautiful beachside town of Carlsbad, CA on Sept 13th

and 14th

, 2013.

To get detailed information on this course, please refer to her webpage.

Carlsbad is home to LEGOLAND, amazing outlet malls, many great

restaurants and sights, the blue Pacific Ocean and Rosemary too!

www.Rosemarybray.com

6263 Paseo Callado Tel: 760.268.0760

Carlsbad, CA 92009 Email: rosemary [email protected]

http://www.orthocamp.net/

http://www.aaomembers.org/

Why They Pick You and When They Pick You › system › files › media › documents › Bray,...

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