Everyone says that an informed patient makes wise treatment decisions. Really?
Sure, co-diagnosis, patient education, and thorough discussion are awesome, and they do help patients make good treatment choices. But how much information makes a patient “informed?†And what information does a patient really need to accept the treatment plan?
The copywriters at TNT Dental have found that just enough of this with a sprinkle of that and not too much of the other is the best recipe for success when it comes to patient education and case acceptance. We keep the following points in mind when composing patient education pages for dental websites.
Just Enough of This
CAESY and the others have it right. Patients need to know what’s wrong, ways to fix it, and why it needs to be fixed now.
What’s Wrong? A simple explanation of the problem using words like cavity (instead of caries) and back tooth (instead of molar). Using models, videos, photos, and X-rays is awesome in this situation.
How Can We Fix It? From your best recommendation down to the least durable and lasting option, present the facts, as well as the pros and cons, in layman’s terms.
Why Does it Needs to Be Fixed Now? Be completely truthful and not dramatic. Statistics work well to underscore the importance of good oral health, and today, with recent research in the oral health field and with the Internet, you have access to more statistics than ever. Use them to your advantage.
A Sprinkle of That
Outside of clinical information, patients want to know how much time and money are required of them. These are the practical points that, while health should be priority, can get in the way of case acceptance.
How Long will It Take? Be honest about treatment time, recovery time, and your hours of operation. Patients should know that phased treatment is available, but all in all, getting everything done at once may save money and time. Again, stick to the facts.
How Much will it Cost? You may have a treatment coordinator who closes the deal. Just be honest. You’re not a used car salesman, for goodness’ sake. Besides, if you accept credit cards, work with CareCredit and other third parties, or offer phased treatment plans, the patient can probably afford treatment. There’s strength in the fact that restorative dental word done today will mean less invasive and costly procedures, and less pain, in the future.
Not Too Much of the Other
Don’t share all the gory details. Be realistic and honest, but sensitive to the fact that the whole idea of a dental visit, much less a treatment plan, may be wildly intimidating.
Don’t talk about dental phobia, anesthesia, or pain. Let the patient bring up these issues, then present practical solutions to their concerns. From a copy perspective, cover dental phobia on a single page – unless the website is for a sedation dentist whose audience is phobic.
Don’t get bogged down in the details of procedures. Treatment particulars can seem scary and painful. Keep it simple.
Don’t use big words. Keep it simple. Yes that was repetetive. Imagine an airplane mechanic explaining to you how to repair the motor in your Cessna. You might want to hear a little bit, but really, you just want to fly again. Your patients want to know what they can expect physically and financially, but really, they just want to feel good, look good, and be healthy.
Don’t use guilt as a tool. If people can’t take off work or afford treatment, they probably feel bad enough. Obviously they want help, or they wouldn’t be in your office. Choose your words carefully and empower your patients by creating a practical solution that works for everyone. Think outside the box
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