FROM NO TO YES: A S T U DY O N I N C R E A S I N G C A S E A C C E P TA N C E
Spear Education provides dental continuing education for striving dentists that are dedicated to the pursuit of clinical excellence in dentistry
F R O M N O T O Y E S : A S T U DY O N I N C R E A S I N G C A S E A C C E P TA N C E
A S T U DY O N I N C R E A S I N G C A S E A C C E P TA N C E As a provider of clinical education we
findings across two independent
have long recognized the need to
studies that sought to better
help clinicians more effectively
understand patient behavior and
communicate with their patients.
possible methodologies that
Improving one’s clinical skills only
practices can utilize to better
benefits the patients and the practice
communicate with their patients.
if patients agree to treatment. The
Findings from these studies along
challenge for clinicians today is the
with additional research will be
increasing perception of dentistry
combined to provide a practical
as a commodity by the patient
set of recommendations for
population. This coupled with
practices to follow to better
traditional economic pressures,
communicate value to patients
generalized dental anxiety and
and thus improve case acceptance.
the continued rise of corporate run practices it is becoming
R E S U LT S In both surveys patients were given a variety of reasons to choose from as to why they choose not to move forward with treatment. Choices included monetary reasons such as cost or lack of insurance coverage but they also included reasons having nothing to do with money such as lack of understanding, fear and not seeing the value in the procedure. The surprising result was that in
more important than ever for
both studies a significant amount
clinicians to help patients to
STUDY ONE
35%
of patients reported having not moved forward at all with recommended treatment
of the respondents who did not
value their oral health and make
move forward did not cite financial
pro-active decisions about their care.
reasons for doing so. In study one
This paper will work to summarize
only 51.5% and in study two only
STUDY TWO
36% cited cost being the primary reasons for not accepting treatment. Essentially of the patients that say no to treatment between half and two-thirds do not see their finances as a reason for not moving forward.
RESEARCH Two surveys were conducted approximately a year apart to different patient groups in the United States. The goal of each survey was to better understand patients reasons for accepting or delaying treatment and then test communication tools to understand how they affected patient perceptions of care.
STUDY ONE • 400 adults over the age of 25 • House hold income of more
28%
of patients reported delaying recommended dental treatment
than $50,000
STUDY TWO • 500 adults, all over 25. • Visited the dentist at least once in the last 12 months
3
F R O M N O T O Y E S : A S T U DY O N I N C R E A S I N G C A S E A C C E P TA N C E
HOW DOES THIS SYNCH WITH PERCEPTIONS B Y C L I N I C I A N S O F W H AT T H E Y N E E D T O GROW THEIR PRACTICE?
In addition to this research we
The takeaway from this is not to
Benefits to the patients and the
conducted a separate survey of
say that new patient acquisition
misconception of having
dentists in our database. The goal
and macro-economic factors are not
to “sell dentistry”
of this study was to better understand
essential to growing a practice. Nor
the concerns of dentists so that we
is it to suggest that every patient will
When presented with these findings
could better address their needs
accept treatment every time but to
many clinicians instinctively react
with our educational offering. Not
suggest that one area that is solely
with the idea that they are not going
surprisingly 47% of the more than
within the control of the clinical team
to “sell” more dentistry to their
1,100 respondents reported not
can have a meaningful impact on the
patients. There is nothing that we
having enough patients as the
health of a practice.
would agree more with. The idea is
number one or two challenge in
to think about how to communicate
continuing to grow their practice.
with patients in a way that evokes
While new patients will continue to
an attitude change for the benefit
be needed to grow a practice it is
of their oral health.
the patient base that is already being treated that provides the
The attitude change that the dental
lowest hanging fruit for
professional is trying to affect
practice growth.
is simple: persuade the patient that they value the treatment being
The results from our two patient
presenting over alternatives for the
studies indicate that between 10%
allocation of their time and money.
and 18% of the total patient base choose not to move forward with
It has been our experience talking to
recommended treatment for reasons
clinicians that when a patient invests
other than cost. This is something
in their oral health it can be life-altering,
that is in the control of the clinician
and we have not talked with clinicians
and their team.
who have had a patient come back regretting the decision to move to a place of greater health.
“47% of the more than 1,100 respondents reported not having enough patients as the number one or two challenge.”
The goal is simple: help patients to see oral health as you do.
5
F R O M N O T O Y E S : A S T U DY O N I N C R E A S I N G C A S E A C C E P TA N C E
WHAT WE FOUND:
WHAT CAN BE DONE?
In both studies our secondary
• Serve as a jumping off point for
purpose was to test specific patient
more in-depth conversations
communication tools to see if they
about patients’ oral health
had the ability to communicate
• Run silently so as not to intrude
certain ideas about one’s oral health effectively. Study one looked at specially designed lobby videos and study two examined the effectiveness of patient education animations. In the first study patients were shown a four minute waiting room video
in the environment of the reception area • Provide helpful information without being “salesy” or “commercial” • Help patients understand the consequences of inaction for
about cracked teeth.
common dental conditions in a
These videos were designed to
not make them feel “broken”
non-threatening way that does
84%
86%
of patients felt that wait and see
felt that repairing a cracked tooth
was a bad choice for small cracks
prevents more work in the future
(they became aware of the problem)
(they understand the consequences of inaction)
specifically do the following:
91%
78%
reported they would move forward
reported that they would want their
with treatment after seeing the video
dentist to show videos like this in their practice
7
F R O M N O T O Y E S : A S T U DY O N I N C R E A S I N G C A S E A C C E P TA N C E
Study two examined the utilization of 3D animation patient education videos patients were shown a series of 30-90 second narrated animations that depicted either a dental condition or a procedure.
WHAT WE FOUND:
25%
62%-72%
50%
25%
75%
patients reported feeling extremely or very motivated to move forward with treatment.
77%-85%
50%
75%
patients rated the videos as excellent or very good based on their educational value.
62% was for a video on root canal therapy which was tested specifically because
Lower educational values were on the two condition videos with the number
of the procedures negative perception by the general public.
one complaint being that the patients wanted to know what could be done to fix the condition.
9
F R O M N O T O Y E S : A S T U DY O N I N C R E A S I N G C A S E A C C E P TA N C E
CONCLUSION: In the end it is our belief that there is not magic bullet to either effectively communicating with patients or to running a successful practice. The goal of this was to find things solely within the control of the clinician to help them grow their practices. With so many factors outside of their direct control it can be hard for clinicians to know what to do or where to start. Our findings indicate that by working to more effectively communicate with your current patient base there is the opportunity to not only increase the overall production of the practice but they can also help move patients into treatment that will make them healthier overall.
11
F R O M N O T O Y E S : A S T U DY O N I N C R E A S I N G C A S E A C C E P TA N C E
ONE LAST THOUGHT: As a part of the second study we also conducted focus groups with patients. This was a unique experience to watch as groups were facilitated by the research team while we observed in a separate room behind a two-way mirror.
THE GROUPS HAD AN INTERESTING MIX OF DEMOGRAPHICS: The participant’s professions ranged from consulting to construction with no particular category having any particular skew.
25%
46%
75%
of respondents having a college education
25%
19%
50%
50%
75%
of respondents having a graduate degree or higher
13
F R O M N O T O Y E S : A S T U DY O N I N C R E A S I N G C A S E A C C E P TA N C E
25%
65%
50%
75%
Were married
The focus group participants had
The occupations of the groups
to match similar thresholds to the
varied in line with the survey, and the
survey qualify to participate but it
percentage of those people who had
was broken into two groups. The first
dental insurance was also consistent.
group comprised people from 25 to
Their general attitudes about dentistry
40 years old, while the second group
ranged from fear to apathy to extreme
was made up of people over 40.
loyalty for their particular clinician.
The groups were split equally
In both groups though at least one
between men and women and their
of the participants reported having
dental experience varied wildly. In
been presented treatment by their
the younger group, there was less
clinician and being “put off” by the
experience with dental work but one
way the clinician presented to them.
person had a trauma reconstruction,
In these cases the patient reported
two people had root canals, one
not moving forward with the
had four-quadrant scaling and
recommended procedure and
root planning, and three had
instead seeking a second opinion.
multiple crowns.
The interesting part is that the participants did end up having the
In the over-40 group, everyone
procedure done but they had it
had experienced some sort of
completed by the clinician who
advanced procedure, including
provided the second opinion. This
implants (one with bone and tissue
was in spite of the fact that they
grafts), lower-arch reconstruction
had been seeing the original clinician
due to wear, appliance therapy,
for years.
multiple endodontic treatments and extractions.
While far from statistically significant it does highlight the importance of effective communication when it
25%
62%
Had children
50%
75%
comes to presenting cases.
“In both groups at least one participant reported having been presented treatment by their clinician and being “put off” by the way the clinician presented to them.” 15
F R O M N O T O Y E S : A S T U DY O N I N C R E A S I N G C A S E A C C E P TA N C E
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 Patients can feel the support in a Spear dental practice. From office managers and front office staff to practice owners and new associates, there is a recognizable cohesion in messaging and precision of care in the operatory. Everyone is constantly learning – including patients.
LEARN ON YOUR OWN
LEARN HANDS-ON
Spear video lessons and other CE multimedia provide doctors and dental
With little room for error with often-skeptical patients, your team should
professionals of all skill levels with the training to master any clinical or
feel as comfortable addressing any practice management issue. Guide
practice management issue. Our faculty have you covered with content you
their professional and clinical development with online courses that cover
can enjoy at home, from your practice, or from anywhere you are comfortable.
a wide range of everyday dental practice challenges. Study clubs and campus workshops offer a collaborative, small-group learning environment to discover how to consistently achieve your desired clinical outcomes.
LEARN ALONGSIDE OTHERS Your peers are just a click away with virtual seminars that allow you the flexibility of attending a large event from anywhere — or attend hands-on, lab-based workshops with like-minded dentists at the Spear Campus in scenic Scottsdale, Arizona.
17