Tough Questions, Great Answers

The following text is an excerpt from my book "Tough Questions, Great Answers". This book is currently available through:

Quintessence Publishing Company
551 North Kimberly Drive
Carol Stream, IL 61088

Orders can be placed by calling 1-800-621-0387, or by visiting their web site.

Value: It's Not the Fee But the Worth of the Treatment

While some patients judge a fee based on whether it seems fair, others judge a fee based on whether they will receive a service equal in value to the money spent. Therefore, when a patient says, "The treatment is too expensive," what the patient may mean is, "The price seems too high for the value received." The issue is not cost, but cost compared with the fulfillment of a need or want. Your communication goal is not to lower the price, but to raise the value of the treatment from the patient's perspective. Here are ways to enhance the perceived worth of treatment in comparison with the fee.

Document the Severity of the Dental Condition.

If patients are not convinced that they need the treatment, they will not be convinced that the treatment is a good investment. Prove the seriousness of the patient's dental problem with such visuals as x-rays, models and computer-generated images. Compare the patient's current dental condition with the advantages of good dental health.

Compare the Costs With the Benefits of Treatment.

To be persuasive in fee discussions, you must be ready to tell patients what they will get for their money. Describe what the dental treatment will mean to the patient's quality of life in terms of function, appearance and good health.

Describe How the Treatment Will Save Money in the Future.

One of the most persuasive advantages of dentistry is that virtually every service is designed to reduce dental costs in the long run. For example, "Mrs. Knock, I recognize that this treatment represents a sizable investment for you. But taking care of this now will save you from much larger dental expenses in the future.

Explain How the Costs Can Be Made More Manageable.

If you can show patients how payment difficulties can be minimized, you will help them see they are capable of paying for treatment. For example, "You're concerned that the fee will pose financial stress on your family, is that correct? Thank you for being honest with me. We have three options for financial arrangements with our patients. Why don't I describe them, then we can talk about which one would best meet your needs.

Questions about Costs and Dental Benefits

Setting Fees

Question: "Prices vary a lot between dental offices. How do you set your fees?"

Great answer: "Our fees are based upon our ability to provide the highest quality of care available with the best materials and careful adherence to infection control standards. But let's talk about what you receive from your recommended treatment in particular."

Great answer: "To obtain the quality of service you deserve, your investment is based upon our care, skill and judgment and the time necessary to provide the service. Regarding your recommended treatment in particular, here's a copy of the written treatment plan with a fee noted for each service. Let's go over it together."

Price Shoppers

Question: "I'm calling around for prices. How much is a filling?"

Great answer: "I'll be happy to give you a range. Our fees on file for fillings range from (lowest fee) to (highest fee). That's a big range, isn't it? There are many different types of fillings, since each one is designed to meet the unique dental needs of the patient. Only the doctor can determine the type of filling that is exactly right for you after a careful examination. Please feel free to call other offices for costs, but as you do, I urge you not to make your decision solely on the basis of price. Comfort, quality and convenience are important as well. May I send you a brochure about our caring approach to patients?"

Question: "My son's exam costs $26? It only took two minutes!"

Great answer: "You're right. We are quick. Kids like quick and Jimmy was so cooperative. But the question is: Can we be quick and still be comprehensive? The doctor examined Jimmy for tooth decay and gum disease, as well as for symptoms of other potentially serious health conditions. He observed tooth eruption and growth in view of your child's dental age. You've made an excellent investment in prevention that will save you money in the long run."

Question: "I have insurance. Why do I have a bill?"

Great answer: "You have every reason to be concerned when it seems as if you are not getting the type of dental benefits you deserve. We have consistent fees for our services, but the many insurance companies out there vary in their payments. Some pay for dental care in full; some do not. We help you file your insurance claims to get the most benefits possible; you are then responsible for the remainder of the fee. If you're unhappy with your dental insurance, you might want to talk to your union steward about why they chose a plan that doesn't cover the full fee for this treatment."

Limited Dental Benefits

Question: "As long as my insurance pays for it, just do everything."

Great answer: "Unfortunately, insurance will only pay a portion of the cost. The latest information we have on your insurance plan shows that approximately $400 will be covered. Let's file a pre©authorization to discover more specifically what will be taken care of by your benefits package and what portion you will be responsible for. We don't want any surprises. In the meantime, it is important that you understand your dental condition and the benefits of the treatment so that you can make a wise decision about your dental health."