Pacific Coast Society of Orthodontists Bulletin Spring 2021 - 49

Administrative

Presentation Summary

Elevate Your New Patient Experience:
A Customized Approach
Dr. Alan Kai
San Jose, CA
PCSO Bulletin Contributor

Elizabeth Conforti
Conforti Consulting

Presented by Elizabeth Conforti at the PCSO/
RMSO/MSO/SWSO Annual Session, Oct 3, 2020
Prior to starting Conforti Consulting, Elizabeth
Conforti worked for 20 years in orthodontic private practice management. She has a background
in business management and is a certified
human resource professional who focuses on
systems and people. She believes systems drive
performance in practices, and the people drive
the system. Conforti emphasizes creating an efficient and effective system within an organized
structure that is fun and a rewarding atmosphere
in which to work.
In Conforti's session, " Elevate Your New Patient
Experience: A Customized Approach, " she examines how the new patient is constantly evolving,
how to stay up-to-date to meet their needs, ways
of communication methods to uncover the true
needs and desires to improve a strong connection, and alternatives to scheduling methods to
accommodate patients. These tools can be used
to help elevate your new patient experience
through a customized approach.
In today's orthodontic industry, consumer
behavior has changed. Consumers are more
tech-savvy and frequently use their computers,
which creates a higher demand for virtual care,
accessibility, convenience, and affordability. As a
result, some practice adaptations are necessary
to accommodate consumers' needs. In the dental
profession, there is a concern regarding competition and how to set your practice apart, so it is
important to understand the consumer's mindset
and expectations in order to meet their needs.
The practice also needs to cater to the child
decision-maker. Nowadays, parents care what
their child thinks, because children can easily
immerse themselves in a wealth of information
through the internet to do their own research and
educate themselves on topics and trends. Other
challenges to the orthodontic profession involve
the patient's time restraints regarding treatment,
direct-to-consumer/do-it-yourself orthodon-

Spring 2021    PCSO Bulletin	

tics, and the lack of exclusivity of straightening
teeth. Conforti suggests that all of these can be
managed through internal systems, because
we have the most control over what we can and
cannot do. A strong emphasis on internal systems
can support our actions to elevate our patient
experience and provide a customized approach
to the patients we are trying to attract. There
is currently an opportunity to change and take
action. It is the chance to be unique and customize new protocols to cater to the needs of the
patients and, hopefully, see a positive response in
the practice.
Preexam Strategies
New Patient Call Strategies
" Our personalized efforts lead to higher case
acceptance. "
Preexam strategies begin with the " new patient
phone call " or the initial touch. Conforti discusses
a revised protocol of the four B's, which include
be brief, be bright, be effective, and be available.
However, having protocols in place does not
mean it needs to be robotic.
Customized conversations can be used to gather
information that may be needed for understanding the patient's purpose and preference. It will
give the patient the opportunity to speak and
focus on their needs to allow you to better meet
their expectations later on. It is a good opportunity to plant the seed of the patient's treatment
preferences and build the type of patient you
want in your practice. You could also direct them
to the office website or social media to educate
them prior to coming into the office; it can
prepare them to say " yes " to treatment. Much of
the patient's personal and insurance information can be gathered by directing them to the office electronic forms, so it will not be necessary
to ask about it during the initial conversation.
Having an online scheduling option is attractive
to the patient because it will allow you to be
more available to the patient when they call in.

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Pacific Coast Society of Orthodontists Bulletin Spring 2021

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