How often do you convert potential patients? Patient conversion rates can vary by practice type. For example, dentistry has a 59.8% average conversion rate, while cardiology has a 74.9% prospect-to-patient conversion rate. Can your practice do better?
Prioritizing conversion rates, even for elective procedures, has a direct impact on your revenue and patient retention rates. One fundamental component of bolstering your patient conversion rates is case presentation. We often work with clients on healthcare practice management topics like this one. When we zero in on improving case presentation, here is where we typically start.
Build Trust Through Communication and Rapport
Trust is the foundation of getting patients to say yes. In fact, the National Institute of Health found that trust is at the core of building relationships with patients. To build trust effectively, communication is key. When communicating with patients, use active listening, maintain eye contact, implement plain language, and personalize the interaction. For example, instead of reading a treatment plan or procedure from a piece of paper, interact with the patient and have an open conversation about the benefits, cost, and other details. Using the right communication tools and strategies is key to building trust.
Explain Benefits in Patient-Friendly Terms
Explaining benefits in patient-friendly terms is another top strategy in getting patients to agree to procedures and treatment plans. The benefits and outcomes of treatments should be explained in easy-to-understand language. Avoid using confusing language and technical terms. For example, if your patient has periodontitis, explain that the diagnosis means advanced gum disease. Patients who understand diagnoses and treatment plans are more likely to move forward. Keep in mind that most people comprehend at a 7th or 8th-grade level, which is why simple, plain language is the best route in case presentation.
Use Visuals, Models, and Technology
Everyone learns differently. While some patients may be able to grasp concepts orally, others require a different approach. Using visuals, models, and technology ensures that you are presenting information in a way that your patients can understand it. For example, you might include a chart or graph that shows the side effects of avoiding treatment plans or a timeline that breaks down how much a patient will pay each month and the timeframe to pay off a procedure. Be creative in your presentation and include a combination of visuals and oral explanations.
Properly Present the Financials
Many treatment plans and procedures hinge on the financial cost and benefits. For example, teeth whitening is usually an elective procedure. If your patient doesn’t fully understand the cost and benefits, they are not very likely to agree. Properly present the financials by breaking down different costs and payment options. For example, show the upfront cost and the potential cost each month with a payment plan. Your case presentation must break down different payment options and how that amount will fit into your patient’s budget each month to be effective.
Invest in Staff Training
Case presentation doesn’t always come naturally for your team members. In fact, it’s common for staff members to have no background in presenting treatment plans. This makes staff training a crucial component of creating effective and efficient case presentations. The International Training and Education Center for Health and similar institutions offer training programs for your team. All staff members that offer case presentations should have some type of training. This might include your front desk and admin employees that first present treatment options, such as fluoride treatment at routine check ups. Ensuring every member of your team is trained can promote consistency and improve your conversion rates.
Track Acceptance Rates
It can be difficult to know where your practice needs to improve without concrete data. This is where tracking acceptance rates and other KPIs come into play. For each case presentation, you should have data on whether the patient accepted or declined and the reason. For example, if you are noticing a high number of declines due to the financial cost, maybe you need to rework your payment plan options. When you have data backing your acceptance rates, you can make more informed decisions, such as adding new services, tweaking your presentation method, or revamping your payment structure.
Summary
Effective case presentation leads to more informed patients and higher revenue potential, making it an important function in your practice. If you have questions about how to get patients to say yes, please contact us.