What Does a Smile Cost?
Recently, I had the opportunity to visit multiple medical offices, not as a patient but as an advocate for my husband. My journey on the other side of the desk got me thinking about our dental practice from our patients’ point of view.
My husband was diagnosed with cancer, and through his initial appointment, biopsy, and surgery appointments, I went with him as an extra set of ears and eyes. At each office we visited, I caught myself comparing our dental office to the current office where I was sitting.
In each office we visited, it was the same routine: the front desk person would ask for his name, birthdate, and insurance card. They rarely looked up while typing on their keyboard.
The time I spent sitting in each waiting room got me thinking about how we handle our patients. I totally understand that most offices are understaffed and trying to accomplish a lot in little time, but what does it cost to offer a kind word or smile to someone whose world has just been turned upside down?
A Welcoming Surprise
At his 3-month surgery follow-up appointment, the blood work showed there was more cancer. This time, we were directed to the cancer center for radiation treatments. I was not looking forward to going to this clinic, thinking about how depressing the cancer center was going to be.
We were shocked; from the moment we walked in, we noticed a significant difference from the other clinics we had been to. The person checking us in was smiling and friendly and explained what would happen on the first visit. They asked if we needed anything and let us know about the snack bar, which offered snacks and hot and cold drinks.
I watched as medical assistants waited patiently for their patients to finish a cup of coffee. We noticed that everyone was smiling, happy, and seemed to love their job.
We talked about our practice and how we make people smile, even though they hate coming to see us. As we continued visiting the cancer center each day for the next seven weeks, the medical assistant came into the waiting room each time and stood in front of my husband and greeted him by name and with a smile.
The Power of Patient Connection in Dentistry
As I watched our patient/team interactions during the next few weeks, I realized we completed our tasks so many times we did not have to think about how we were doing them. We get so caught up in getting rooms set up, charts updated, doing the procedures, and dismissing the patient we forget to notice the patient.
I noticed how nervous one patient was about having a root canal done; she had never had one and did not understand the procedure. I spent a few minutes explaining the procedure and answering her questions, and I could see her relax.
I remind our team and doctor to use layperson terminology since our patients do not understand all the dental terms we use daily. Sometimes, patients are afraid to ask us questions.
As a dental office manager, I started thinking about how we treated our patients. This challenging journey had me thinking about how much we spend on marketing to attract new patients and the little things we could do that would not cost us anything.
I have worked with doctors who spend a lot of money on marketing to attract new patients but did not put any effort into keeping them or getting to know them.
Seeing Your Practice Through a Patient’s Eyes
I challenge you to take some time to observe your office interactions with patients visiting the other side of the front desk. Look at your daily routines through a patient’s eyes.
- Pay attention to whether procedures are being explained to them with words they understand.
- Take notice if your team is building relationships with the patients, it only takes a few minutes to ask about their family. We add notes about things patients tell us in a personal note box in the patient charts. They are so surprised that we remember details about their family or recent vacation.
- Do you take photos of your patients? It is a wonderful way for new staff to get to know them.
- As new patients call the office, are you gathering information about them and sharing it with your team during the morning huddle?
- Take notice of the attitude your staff is giving to patients. Are they happy to see them or anxious to get through the appointment and get closer to going home?
Take time to collaborate with your team to improve patient interactions and remind them to smile!
I enjoy sitting in my office and hearing the laughter between staff and patients in the operatories. Remember, a smile and kind words can go a long way and do not cost you anything.
About the Author
Marsha Pilgrim, DAADOM
Marsha has over 35 years of experience in the dental office, both as a dental assistant and an office manager. Originally, she trained as a dental assistant while serving in the US Navy.
During her 35 years in dentistry, Marsha has managed her husband’s practice, worked as a dental consultant (15 years), and worked as a certified trainer for Dentrix (15 years).
She is a lifetime member of AADOM, a Certified Consultant with Bent Ericksen & Assoc., and a member of the Academy of Dental Management Consultants. Marsha was inducted into the 2023 class of AADOM Masters (MAADOM) and became a Diplomate (DAADOM) in 2024.
