By Roger P. Levin, DDS
An effective case presentation script—which guides both the treatment coordinator (TC) and the orthodontist minute by minute, step by step—covers many points, addresses questions, and concludes with case acceptance. Yet the entire 60-minute presentation can be seen in terms of two major messages that motivate parents or adult patients and lead them to say “yes” to treatment. They are The Problem and The Promise.
The Problem
What problem will be addressed by ortho treatment? You may immediately think of such issues as occlusion, rotation, angulation… but The Problem is something else. It is the problem as defined by the parent or patient, which will almost always be of a cosmetic nature. “Does my child need orthodontics? Will there be an appearance problem if we don’t get treatment?” Whatever the clinical details, it’s a cosmetic problem that concerns most parents and patients. The scripting should reflect this fact and be used as a springboard to making The Promise.
The Promise
In the course of case presentation, the TC confirms that if the patient is left untreated, there will be a cosmetic problem. What can be done? The answer comes in the form of a simple, straightforward, no-nonsense promise—the child or adult patient will end up with a beautiful smile as a result of recommended treatment. Note that, as with The Problem, the TC and—at a key moment—the orthodontist express The Promise not in clinical terms but as a consumer benefit. The message is not about correcting occlusion, rotation, or angulation, or even that the teeth will be straightened.
By structuring case presentations with the Problem–Promise Approach—identifying the problem and promising to solve it—any ortho practice can dramatically increase its case acceptance rate.
Go to www.levingroup.com/orthotc to learn about the Treatment Coordinator Online Study Clubâ„¢, a free educational resource created by Levin Group to promote the professional growth of TCs and their effectiveness at influencing patients and parents to accept ortho treatment. You can connect with Levin Group on Facebook and Twitter (@Levin_GroupLevin_Group) to learn strategies and share ideas. |