April 2, 2025 • 23 mins
Trust should be the plan before the treatment plan. It’s the foundation behind case acceptance, retention, and referrals — the things that actually grow your practice.
In this episode, we dive into strategies for building trust in the day-to-day, common mistakes new dentists make, and how to ease patients into seeing a new provider without losing them. You’ll learn how to make a great first impression, discover a hack for stress-free follow-up calls, and hear what really keeps patients coming back!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:02):
It may not be something that you can chart or
measure, but trust is what keepspatients coming back.
So if you've got low caseacceptance or retention, it's
probably not your skills, it's atrust issue.
In this episode, we're going togive you practical ways to
build trust with your patientsfrom the moment you walk into
the operatory.
These are simple and easystrategies that you can start
using today to build the kind oftrust that keeps patients loyal
(00:25):
for years.
Stay tuned you are listening toDental Practice Heroes, where
we help you create and scaleyour dental practice so that you
are no longer tied to the chair.
I'm Dr Paul Etcheson, author oftwo books on dental practice
management, dental coach andowner of a $6 million group
practice in the suburbs ofChicago.
I wanna teach you how to growand systematize your dental
practice so you can spend lesstime practicing and more time
(00:48):
enjoying a life that you love.
Let's get started.
Hey, welcome back to the DentalPractice Heroes podcast.
I'm your host, dr Paul Etcheson, and I am joined by my DPH
coaches, dr Henry Ernst and DrStephen Markowitz, both owners
of large practices, large teamsand both owners who have cut
(01:09):
themselves down very littleclinically so they could focus
on the business and just havinga better life.
And today we're talking aboutsomething that I think is very
often overlooked by newerdentists, and it's trust.
It's building trust withpatients.
I think we come out of schooland we say you know, let's
educate patients, let's tellthem what they need, and we
(01:31):
quickly learn that they don'tlisten.
So they need to trust you, andthis is something that we need
to learn, but it's hard to learnand it's something that they
don't teach us in school.
So, henry, I'm going to pass itto you first.
Why is trust important in thepatient relationship and in case
acceptance?
Speaker 2 (01:48):
It's exactly that.
It's a relationship.
It's like a relationship youhave at home.
It's all based on you know,keeping your promises, doing
what you say you're going to do.
And some of this comes withyour systems.
You know, everybody should havesystems of how we greet
patients, systems of how we tellwhat's going to happen.
Like, right now we have anissue with capacity, so
sometimes patients like scheduleon our online apps and stuff
(02:11):
like that.
We had to make a point to haveit on there.
This does not include acleaning during this visit.
So we're telling them right,we're keeping our promises.
So when a patient comes in,right, how do we greet them?
How do we, as a dentist yousaid it before younger dentists
let's not just jump in and talkteeth.
Let's talk about, like, whereare you from?
Are you from here?
Oh, you're from Chicago.
(02:32):
I love Chicago.
You know, build the rapportwith the patient.
Don't just jump into talkingabout broken teeth there and
stuff like that.
When you're talking abouttreatment, right, Don't just
tell them what they need.
Tell them about their problemsand what the issues are, and if
they ask you, if you do a goodjob, they'll ask you about how
can I fix this.
(02:52):
And even from that point ofview, tell them the pros and
cons and all their options andyou're being honest and you're
establishing that relationship.
And here's the really, reallybig one is after you see a
patient.
I've gotten bad about this.
Really really big one is afteryou see a patient.
I've gotten bad about this.
I call patients whenever I doany root canal, any extraction,
any sedation, any implant.
Because what happens?
You got a patient that's athome, they're sitting at dinner,
(03:15):
Maybe they got some friendsover and all of a sudden they
get a call and they pick up thephone and they say a couple
things, hang up and the friendsare like who is that?
Oh, that was my dentist.
What your dentist calls you, mydentist never, freaking, calls
me.
I did like $10,000 worth ofwork with that freaking guy.
So calling them reallyestablishes that like, hey, I'm
calling to check on you.
How are you doing?
Reach out to me.
(03:36):
That builds what I tellassociates.
That builds a practice withinthe practice.
That's where you're going tosee.
Like you know, if you're myassociate, Steve, I only want to
see Dr Steve.
He's my guy, you know.
He calls me, he checks on meand the easiest thing I could
always tell people is don't hurtpeople and be a person right.
Don't be a statue, becausepeople will always remember how
(03:58):
they made you feel right.
If you hurt them consistently,they're not going to like you,
and if you do, we're all human.
If you do happen to hurtsomebody with an injection, put
your hand on their shoulder.
I'm sorry.
I'm sorry for that, Right.
So I think those are littletidbits that anybody can take
for that trust aspect.
Speaker 1 (04:14):
Henry, do you ever call your patients like
non-post-op and just like?
Speaker 2 (04:23):
so what you?
Speaker 1 (04:23):
doing.
What you doing today Is thatwhat you do, paul?
No I don't want to go.
My assistants do my post-ops.
I'm allergic to conversations,I'm scared I don't do.
Speaker 3 (04:29):
Well, you know what is great, though, to add to that
, henry, I love that.
But if you ever have a patientthat came into your office for
an emergency and there wasnothing, you couldn't really
find anything or wasnon-diagnostic, having someone
or you call them in two weeks tosay, I just want to check on
you I know you were in a coupleof weeks ago.
We were looking at the lowerright area.
I just want to see how I wasfeeling, that follow-up, random,
random call is like holy, thesepeople really care about me,
(04:54):
and I think that's what thepurpose of those calls is just
to show how much we genuinelycare about their wellbeing.
Speaker 2 (04:59):
I'm sure you've seen this in your practices, steve is
now.
You get like some of yourpractices are how old Steve,
like some of your practices arereally old, older than me, yeah,
so my practice is 10 years now.
I've seen people that they havekids now that are like eight or
nine and I knew them when theywere born and and you establish
that rapport and it's almostlike they're your friend and
you're not going to leave yourfriend, like some of these
(05:19):
patients, like they won't leavejust because they're like a
friend to me, you know, yeah.
Speaker 1 (05:24):
I always think it's funny when you see these kids
grow up and like like you seethem for six months and they're
like, hey, dr Atchison.
And then six months laterthey're like hey, dr Atchison,
you're like what the hellhappened to you in six months?
My God boy, look at that.
You know it's crazy, but youknow, I think think about like
trust is important.
When we look at patients, weneed to realize that part of
(05:45):
trust comes from getting to knowsomebody on a personal level,
seeing that they're just notjust the expert but they're also
, you know, friendly.
You know it's, it's competenceand warmth.
It's not only like I'm.
I'm warm because I'm friendly,but I'm also demonstrating my
competence.
And for me I'm thinking of backwhen I was like an associate I
used to just go in and be likehey, like tell me what hurts,
(06:07):
you know, like what brought youin, and then just I'd jump into
like this and I just wanted toshow you how much I knew and I
wanted to educate you on like aDonna blast and like this is how
this works.
I was in this school and stuff,and people are just like huh,
and then like a big treatmentplan for me, like then would be
like three crowns and like itwould be hard for me to get case
acceptance on that.
(06:27):
Now I could walk into a room.
I will get to know the patienton a personal level.
I think that's so big forbuilding trust is getting to
know them.
But and then I'm just veryhonest and I'm very confident
about them.
Like hey, I think we need to do10.
And I can say that and there'sno hesitance and I think the
patients can latch onto that andthey trust that because they
(06:47):
see that they have thatconfidence in you.
But it's all in the presentation.
So if I said the first stepthat I had in learning this was
slow down, talk to the patients,get to know them on a personal
level.
It seems too damn simple, buttry it and see how your case
presentation goes.
Steve.
What do you think man?
Speaker 3 (07:07):
Yeah, I want to get super granular because I think
there are some techniques thatdoctors can use that have worked
for me, that can immediatelybuild trust, and for me, trust
starts with comfort of thepatient.
So when I walk in and do anexam, the first thing I say is
it's so great to see you.
Whether I've seen them beforeor not, the first thing that
(07:27):
comes to my mouth is it's sogreat to see you.
I smile, I make eye contact andI will either shake their hand
or touch them on the shoulder.
There'll be some kind of humantouch and the purpose of all of
that is just to create somelevel of comfort with me that
I'm a person they don't want tobe there.
People do not like going to thedentist.
(07:48):
That's at least what I've beentold for the past 20 years.
People don't like going to thedentist.
I hear that occasionally, yeah,every once in a while.
So I use that to my advantage.
The bar is really really lowfor what someone is expecting in
the dental chair, so I try tomake them comfortable by saying
the phrase it is so good to seeyou.
(08:08):
I smile, and then I start toask them questions.
It can be something personal itcan be.
If I want to dive right intodentistry, I can dive right into
dentistry.
I can ask them how they heardabout us.
I want to just start some kindof conversation and I want to
ask them a question because Iwant to get them to start
talking and then we can diveinto what I'm seeing and be in
(08:33):
the education process.
But before they are ready tohear what I have to say, they
better be in a position tolisten and people who are
comfortable or feel safe are ina position better to listen.
Speaker 2 (08:45):
You said it already, paul as you get older, you feel
more comfortable talking withpeople and maybe that young
dentist you're not so confidentin your clinical skills anyways,
and you're just a littlenervous and you just want to
demonstrate all this badassodontoblast.
Whatever the hell you saidthere A badass odontoblast.
Speaker 1 (09:02):
Who doesn't like a badass odontoblast?
Speaker 2 (09:05):
Yeah.
But then you get older and yourealize, like you know what
that's not what moves the needle.
What moves the needle isrelationships, and I
continuously do this with ouryounger docs.
We do exercises where once in awhile, like we just go into a
room and we have assistantspretend they're patients and I
want you to go in there andwithin like two minutes, I want
you to establish three things incommon with that patient Ready,
(09:26):
go and you make them do it.
Right, you're not allowed totalk dentistry until you do that
, and so if you're notcomfortable, maybe you can start
doing that and that's a greatthing to do.
And I like the way you said thatSteve is like it's great to see
you.
I look at it on the back endtoo.
When we're done, I want theconfidence right To say, hey,
we'll take good care of you.
We're going to get you feelingbetter, I promise you.
(09:47):
Or you know good to see yourfriend.
Friend would and say, likewhat's going on next, whether
it's relationships, whether it'ssomething's going on or just I
look forward to seeing you onthe schedule to fix that tooth
or whatever that looks like.
Speaker 1 (10:06):
Well, it's like you're being a friend, you know.
And the thing is, if we thinkabout trust is like, do you
trust your friends?
Of course you do.
They're your friends.
So the more you can befriend-like, the more you can
portray trust.
I mean, there's a book calledthe Speed of Trust and it was
written by Stephen Covey, theguy that wrote the Seven.
It was his son, but that's oneof the things I remember coming
out of that book was that it'slike the more you can be a
(10:26):
friend, the more you can buildtrust.
Speaker 2 (10:28):
Do either one of you find that in your group
practices and real largepractice that hey man, I'm Dr
Edge, I kick ass and like makingfriends with people and people
trust me that now people onlywant to see me and I've got four
or five associates?
I run into that problem a lot.
I'm sure you guys run into thatproblem and what do you do
about that?
Speaker 1 (10:47):
I created a story about how I have elbow
tendonitis and I can't see thepatients anymore because I say I
find it easier to lie than tohandle it directly.
Speaker 2 (10:58):
So Dr Etch's secret lie Okay?
Speaker 1 (11:01):
Yeah, don't get it.
No, yeah, I have the same issue, man, and there has been a
number of patients where I'vehad to tell them, you know what?
I'm just not doing thisprocedure anymore.
But gosh, Dr Cathy and Dr Steveare great.
They are my dentists, they havedone work on me.
They need that endorsement.
But yeah, man, it's hardbecause some of these patients
(11:21):
you look them in the eye andyou're like I need to refer you
out.
Speaker 3 (11:23):
I can't do this procedure.
What I share with the patientis I'd love to see you.
It's more important that youget this done in the most timely
manner.
This doctor is going to takegreat care of you and I endorse
them fully.
And, just so you know, I and Iendorse them fully.
And, just so you know, I'malways here to talk out cases
with them and we do it.
That's what's so wonderfulabout this place we're a team
and we talk things out.
But for you, I think it's bestthat you see this doctor and
(11:45):
know that we're here as a teamto support you.
Speaker 2 (11:47):
I think the times where I've run into the biggest
problems is that where I've donethat and maybe the associate,
like looking back, was crap,wasn't as good as expected and
they screwed up something, andthen they come back to me and
then they're saying to me I'mnever going anywhere else.
Speaker 3 (12:01):
Yeah.
Speaker 2 (12:01):
And that's the person I'm just like.
You know what they're right,like that's on me, I'm going to
take care of them likeinfinitely.
Now, yeah, that does happen.
Speaker 3 (12:08):
There will be a time, though, when they don't have a
choice right, because you'regoing to be booked out so far or
you're, instead of four days,whatever it is that you're
working now, it's now down totwo days, and that's going to
become even less and lessavailable, so I try and find
ways.
Yes, there may be patients thatstill want to see me, but I do
try to find ways to create trustwith another provider within
(12:31):
the organization that they feelcomfortable at least seeing on
an emergency basis, and thenallowing that person the
opportunity to show them whatthey got.
Speaker 2 (12:42):
Yeah, but I think with the trust there too, it all
comes down like with thecircling back, like the
treatment planning, and one ofyou guys said it before like
treatment plan it with.
Tell them what's the worstthing that can happen.
Right, this filling, thisfilling may end up needing a
root canal.
You know, this crown may needthis or whatever.
Right, tell them up front.
This way, it's not an excuse,it's a reason.
(13:03):
You know, I think that's reallyimportant and I mean I look at
some of my patients, some ofthem, I just like them a lot and
I just like.
I had one patient she was goingto Las Vegas for the first time
and her and her husband justsaved up and I could tell they
were like going on a budget, youknow.
So I told her, I said next timeshe came, I gave her an
envelope.
Didn't even have it was a giftcertificate from one of my
favorite restaurants in Vegasand it was like a nice budget
(13:25):
for them and I know that thatwas the, that was the highlight
of their whole trip and I was sohappy to do that.
And that's how you should getwith your patients that you're
just like you're happy to.
You said that, like you'relegitimately happy to see them,
and it's a relationship.
Speaker 3 (13:36):
If you feel like you're making it up and it
sounds fake, it's not going tocome across like you want it to
come across.
So find a way to make itgenuine.
So like, if, when I walk in,even if it's someone that I'm
not, I think is going to be agrumpy old person or grumpy
person not to be an ageist, agrumpy person and they're going
to be crushy or whatever, likeI'm still happy to see them
(14:00):
because I know that I don't haveto see them again for six
months.
So like find the reason to begenuine in what you're saying,
with everything that you'redelivering to the patient, and
then you'll be honest, like youare with your friends.
You won't hold back like you dowith your friends, and you'll
be able to build trust becauseyou're being genuinely who you
are and caring for the person ina way that feels right.
Speaker 1 (14:24):
Yeah, it's so true, and I've done this with a number
of my patients because as I'vecut my days back, I've had a lot
of etch-only patients, like weget the pop-up under this
etch-only, etch-only.
And when I had my firstassociate there was a lot of
etch-onlys Because I mean, whenI was the only dentist there was
no etch-only because everybodywas etch-only.
But when we had associate therewas oh, I want to see Dr
Etchison, I only want to see DrEtchison, I only want to see Dr
(14:46):
Etchison and it would drive.
First day I opened the chartand it said Kathy only, I was
like what the hell is this?
And I went back in the chart.
I'm like like they don't wantto see me again.
What the hell is their problem?
You know, I was like I was hurt.
So when they don't, I was likedon't, don't want me, don't want
me to stop, leave me alone.
And then, as soon as somebodywas like I don't want Dr.
Speaker 3 (15:16):
I just I'm like perspective may be a little
different because we're anacquisition model, so I acquire
these practices that were thesedoctors only for 20, 30, 40
years.
And then we get in, oh yeah,and they still all show up.
We average less than 10% of ourpatients when we acquire a
practice, as great as I thinkthat I am, I've seen it over and
over that People will continueto go to the dentist and see the
(15:40):
building that they're used toseeing just as much as the
person they're used to seeing.
Speaker 1 (15:45):
Yeah.
So the question is so how doyou and your new docs that are
coming into an acquisition, howdo they build trust with the
patient that's been seeing aselling doctor for years?
Speaker 3 (15:57):
Yeah, that's really hard and we talk about this a
ton when we first get in.
There are two things that canhappen, both which are bad.
One is you treatment plandifferently than the other
doctor and they think eitherthey're getting crappy care for
the past 20 years, which is notwhat we want, or that you're an
aggressive, greedy person andall you care about is their
(16:17):
money, which is not a good thing.
So we need to meet the patientwhere they're at and ask
questions and show, not tell.
Show them what we're seeing andwhy it would benefit them to
get this addressed, and not tellthem anything.
And if they're not ready tohear it, don't push or shove
(16:38):
anything down their throat.
They're going to resent you forthat.
So be soft in your approach.
Genuinely care for the patientand tell them what you would
want to do for your mom or foryourself, and then show them
pictures of what you're seeingso they can make the best
decision for themselves.
Those aren't your teeth,they're theirs.
Let them make the decision forthemselves.
Speaker 1 (16:59):
Do you tread?
Speaker 3 (17:00):
lightly, do you like the first time?
Yeah, we do.
We do tread lightly, but partof it is not just getting the
patients on board, it's gettingthe team on board.
If I walk in and this issomething to build trust to if I
walk in and I'm the second orthird time, they've heard the
same thing.
I'm not a jerk who wants tosell you something.
(17:21):
I'm just agreeing with theother person who you've seen and
you've known for a long periodof time.
That is saying I know that this, I know.
You saw your hygienist.
You've seen her forever.
She wanted me to take a closerlook at that upper left side.
She said there's somethinggoing on, let's take a look at
that Like.
That in itself takes a lot ofweight off of what I'm sharing,
(17:43):
and there's always the approachand the words that I use are has
anyone ever shared with youthat?
So?
Or has a dentist ever told youthat?
So?
It doesn't come from me, it'scoming from this fictitional
dentist that has nevermisdiagnosed anything, and I
just use that as a jumping offpoint when I'm communicating
(18:04):
with the patient for the firsttime, that I just assume that
whoever saw them sharedeverything with them and I'm
just agreeing with what they'resaying.
Speaker 2 (18:12):
And on top of that, as soon as that happens, like
your hygienist pointed out,something like in front of the
patient and I appreciate her forpointing that out to me.
Thanks, jane, for pointing thatout to me so that right there
now, that builds trust.
The patient says, wow, hereally values his fellow
employees and he trusts theirjudgment.
And on top of that, like you'reasking about, like the
acquisition, how do you makethat trust go?
(18:33):
I think if you do a good job,what I've learned is like, when
you're done, the patientoftentimes will say this phrase
my dentist never did that.
So like at the end of an examhey, you know what I'm going to
do?
An oral cancer check, I'm goingto move your tongue out of the
way.
I'm going to move your cheekout of the way.
You know what?
I bet you, the old dentist didthat, but the guy never said
that.
And all of a sudden the patientin their mind is like wow, my
(18:53):
dentist never did that.
And in my head I'm like that wecheck on every single patient.
Right Now, the patient's eventhinking that we're doing
something of value, of no charge, that we normally don't.
Those little things mean somuch to a patient.
And while I have it in my headhere too, just a little
technology tip that can help you.
It may hurt me, but SlyDial Idon't know if you guys have ever
(19:15):
heard that app.
There's an app called SlyDialwhere, let's say, I'm driving
home and my usual routine waslike I call my patients on my
drive home, like the ones who Ido root canals, extractions,
implants, sedation and maybegosh one of them I generally
don't want to talk to her, justone.
Like you hit that Slide Dialapp and you call them and it
goes directly.
It's like a sneak attack.
(19:35):
It goes right behind thefirewall and it goes right to
their voicemail.
Hey, this is Dr Ernest.
I was just checking to see howyou did today.
I missed your call there.
Just call us if you have anytroubles.
Boom.
So just FYI.
Slydial is a pretty good app tohave in use.
Speaker 1 (19:49):
I mean, when is it time to say patients aren't
checking their voicemailsanymore and we've got to switch
to text?
I feel like that transition ishappening.
Speaker 2 (19:57):
As the younger patients, I think.
Speaker 3 (20:02):
Yeah, sure, but I still think, do you not?
Speaker 1 (20:03):
listen to your voicemails?
I do, but I don't listen tothem.
I mean, I don't listen to themas I get them.
Speaker 2 (20:07):
It's like one day I'm yeah, of course it's a lot
easier for me to miss avoicemail and I'm a victim of
that.
I'll miss a vo.
Personal aspect of hearing myvoice and knowing that I'm
taking the time to check on youand I want to hear how you're
doing from your own voice.
(20:27):
I don't even do.
I wouldn't even mess with thetext there.
The biggest mistake I ever madewas I told my family this one
time at like a familyThanksgiving and stuff like that
.
And now, if I ever like,sometimes there's some family
members you don't want to callsometimes and sometimes now they
wonder, like, is he reallycalling me or he just slipped
through the back?
Speaker 1 (20:45):
door.
My brother-in-law likes to callall the time.
I tell him dude, you got totext me, man, I just can't pick
up the phone, he's like.
But I want to talk and I'm likeI don't use my phone for that
function.
Telephone is not for speaking.
Speaker 3 (20:59):
Yeah, yeah.
Speaker 1 (21:00):
Yeah, no, all right.
Well, hey, if you're thinkingabout working with a coach and
taking your practice to the nextlevel this year, looking at
what systems you can improve,what efficiencies you can create
and how much more money you canmake, please check out our
coaches at dental practiceheroescom.
Thank you so much for listeningand we'll talk to you next time
.
It may not be something that you can chart or
measure, but trust is what keepspatients coming back.
So if you've got low caseacceptance or retention, it's
probably not your skills, it's atrust issue.
In this episode, we're going togive you practical ways to
build trust with your patientsfrom the moment you walk into
the operatory.
These are simple and easystrategies that you can start
using today to build the kind oftrust that keeps patients loyal
(00:25):
for years.
Stay tuned you are listening toDental Practice Heroes, where
we help you create and scaleyour dental practice so that you
are no longer tied to the chair.
I'm Dr Paul Etcheson, author oftwo books on dental practice
management, dental coach andowner of a $6 million group
practice in the suburbs ofChicago.
I wanna teach you how to growand systematize your dental
practice so you can spend lesstime practicing and more time
(00:48):
enjoying a life that you love.
Let's get started.
Hey, welcome back to the DentalPractice Heroes podcast.
I'm your host, dr Paul Etcheson, and I am joined by my DPH
coaches, dr Henry Ernst and DrStephen Markowitz, both owners
of large practices, large teamsand both owners who have cut
(01:09):
themselves down very littleclinically so they could focus
on the business and just havinga better life.
And today we're talking aboutsomething that I think is very
often overlooked by newerdentists, and it's trust.
It's building trust withpatients.
I think we come out of schooland we say you know, let's
educate patients, let's tellthem what they need, and we
(01:31):
quickly learn that they don'tlisten.
So they need to trust you, andthis is something that we need
to learn, but it's hard to learnand it's something that they
don't teach us in school.
So, henry, I'm going to pass itto you first.
Why is trust important in thepatient relationship and in case
acceptance?
Speaker 2 (01:48):
It's exactly that.
It's a relationship.
It's like a relationship youhave at home.
It's all based on you know,keeping your promises, doing
what you say you're going to do.
And some of this comes withyour systems.
You know, everybody should havesystems of how we greet
patients, systems of how we tellwhat's going to happen.
Like, right now we have anissue with capacity, so
sometimes patients like scheduleon our online apps and stuff
(02:11):
like that.
We had to make a point to haveit on there.
This does not include acleaning during this visit.
So we're telling them right,we're keeping our promises.
So when a patient comes in,right, how do we greet them?
How do we, as a dentist yousaid it before younger dentists
let's not just jump in and talkteeth.
Let's talk about, like, whereare you from?
Are you from here?
Oh, you're from Chicago.
(02:32):
I love Chicago.
You know, build the rapportwith the patient.
Don't just jump into talkingabout broken teeth there and
stuff like that.
When you're talking abouttreatment, right, Don't just
tell them what they need.
Tell them about their problemsand what the issues are, and if
they ask you, if you do a goodjob, they'll ask you about how
can I fix this.
(02:52):
And even from that point ofview, tell them the pros and
cons and all their options andyou're being honest and you're
establishing that relationship.
And here's the really, reallybig one is after you see a
patient.
I've gotten bad about this.
Really really big one is afteryou see a patient.
I've gotten bad about this.
I call patients whenever I doany root canal, any extraction,
any sedation, any implant.
Because what happens?
You got a patient that's athome, they're sitting at dinner,
(03:15):
Maybe they got some friendsover and all of a sudden they
get a call and they pick up thephone and they say a couple
things, hang up and the friendsare like who is that?
Oh, that was my dentist.
What your dentist calls you, mydentist never, freaking, calls
me.
I did like $10,000 worth ofwork with that freaking guy.
So calling them reallyestablishes that like, hey, I'm
calling to check on you.
How are you doing?
Reach out to me.
(03:36):
That builds what I tellassociates.
That builds a practice withinthe practice.
That's where you're going tosee.
Like you know, if you're myassociate, Steve, I only want to
see Dr Steve.
He's my guy, you know.
He calls me, he checks on meand the easiest thing I could
always tell people is don't hurtpeople and be a person right.
Don't be a statue, becausepeople will always remember how
(03:58):
they made you feel right.
If you hurt them consistently,they're not going to like you,
and if you do, we're all human.
If you do happen to hurtsomebody with an injection, put
your hand on their shoulder.
I'm sorry.
I'm sorry for that, Right.
So I think those are littletidbits that anybody can take
for that trust aspect.
Speaker 1 (04:14):
Henry, do you ever call your patients like
non-post-op and just like?
Speaker 2 (04:23):
so what you?
Speaker 1 (04:23):
doing.
What you doing today Is thatwhat you do, paul?
No I don't want to go.
My assistants do my post-ops.
I'm allergic to conversations,I'm scared I don't do.
Speaker 3 (04:29):
Well, you know what is great, though, to add to that
, henry, I love that.
But if you ever have a patientthat came into your office for
an emergency and there wasnothing, you couldn't really
find anything or wasnon-diagnostic, having someone
or you call them in two weeks tosay, I just want to check on
you I know you were in a coupleof weeks ago.
We were looking at the lowerright area.
I just want to see how I wasfeeling, that follow-up, random,
random call is like holy, thesepeople really care about me,
(04:54):
and I think that's what thepurpose of those calls is just
to show how much we genuinelycare about their wellbeing.
Speaker 2 (04:59):
I'm sure you've seen this in your practices, steve is
now.
You get like some of yourpractices are how old Steve,
like some of your practices arereally old, older than me, yeah,
so my practice is 10 years now.
I've seen people that they havekids now that are like eight or
nine and I knew them when theywere born and and you establish
that rapport and it's almostlike they're your friend and
you're not going to leave yourfriend, like some of these
(05:19):
patients, like they won't leavejust because they're like a
friend to me, you know, yeah.
Speaker 1 (05:24):
I always think it's funny when you see these kids
grow up and like like you seethem for six months and they're
like, hey, dr Atchison.
And then six months laterthey're like hey, dr Atchison,
you're like what the hellhappened to you in six months?
My God boy, look at that.
You know it's crazy, but youknow, I think think about like
trust is important.
When we look at patients, weneed to realize that part of
(05:45):
trust comes from getting to knowsomebody on a personal level,
seeing that they're just notjust the expert but they're also
, you know, friendly.
You know it's, it's competenceand warmth.
It's not only like I'm.
I'm warm because I'm friendly,but I'm also demonstrating my
competence.
And for me I'm thinking of backwhen I was like an associate I
used to just go in and be likehey, like tell me what hurts,
(06:07):
you know, like what brought youin, and then just I'd jump into
like this and I just wanted toshow you how much I knew and I
wanted to educate you on like aDonna blast and like this is how
this works.
I was in this school and stuff,and people are just like huh,
and then like a big treatmentplan for me, like then would be
like three crowns and like itwould be hard for me to get case
acceptance on that.
(06:27):
Now I could walk into a room.
I will get to know the patienton a personal level.
I think that's so big forbuilding trust is getting to
know them.
But and then I'm just veryhonest and I'm very confident
about them.
Like hey, I think we need to do10.
And I can say that and there'sno hesitance and I think the
patients can latch onto that andthey trust that because they
(06:47):
see that they have thatconfidence in you.
But it's all in the presentation.
So if I said the first stepthat I had in learning this was
slow down, talk to the patients,get to know them on a personal
level.
It seems too damn simple, buttry it and see how your case
presentation goes.
Steve.
What do you think man?
Speaker 3 (07:07):
Yeah, I want to get super granular because I think
there are some techniques thatdoctors can use that have worked
for me, that can immediatelybuild trust, and for me, trust
starts with comfort of thepatient.
So when I walk in and do anexam, the first thing I say is
it's so great to see you.
Whether I've seen them beforeor not, the first thing that
(07:27):
comes to my mouth is it's sogreat to see you.
I smile, I make eye contact andI will either shake their hand
or touch them on the shoulder.
There'll be some kind of humantouch and the purpose of all of
that is just to create somelevel of comfort with me that
I'm a person they don't want tobe there.
People do not like going to thedentist.
(07:48):
That's at least what I've beentold for the past 20 years.
People don't like going to thedentist.
I hear that occasionally, yeah,every once in a while.
So I use that to my advantage.
The bar is really really lowfor what someone is expecting in
the dental chair, so I try tomake them comfortable by saying
the phrase it is so good to seeyou.
(08:08):
I smile, and then I start toask them questions.
It can be something personal itcan be.
If I want to dive right intodentistry, I can dive right into
dentistry.
I can ask them how they heardabout us.
I want to just start some kindof conversation and I want to
ask them a question because Iwant to get them to start
talking and then we can diveinto what I'm seeing and be in
(08:33):
the education process.
But before they are ready tohear what I have to say, they
better be in a position tolisten and people who are
comfortable or feel safe are ina position better to listen.
Speaker 2 (08:45):
You said it already, paul as you get older, you feel
more comfortable talking withpeople and maybe that young
dentist you're not so confidentin your clinical skills anyways,
and you're just a littlenervous and you just want to
demonstrate all this badassodontoblast.
Whatever the hell you saidthere A badass odontoblast.
Speaker 1 (09:02):
Who doesn't like a badass odontoblast?
Speaker 2 (09:05):
Yeah.
But then you get older and yourealize, like you know what
that's not what moves the needle.
What moves the needle isrelationships, and I
continuously do this with ouryounger docs.
We do exercises where once in awhile, like we just go into a
room and we have assistantspretend they're patients and I
want you to go in there andwithin like two minutes, I want
you to establish three things incommon with that patient Ready,
(09:26):
go and you make them do it.
Right, you're not allowed totalk dentistry until you do that
, and so if you're notcomfortable, maybe you can start
doing that and that's a greatthing to do.
And I like the way you said thatSteve is like it's great to see
you.
I look at it on the back endtoo.
When we're done, I want theconfidence right To say, hey,
we'll take good care of you.
We're going to get you feelingbetter, I promise you.
(09:47):
Or you know good to see yourfriend.
Friend would and say, likewhat's going on next, whether
it's relationships, whether it'ssomething's going on or just I
look forward to seeing you onthe schedule to fix that tooth
or whatever that looks like.
Speaker 1 (10:06):
Well, it's like you're being a friend, you know.
And the thing is, if we thinkabout trust is like, do you
trust your friends?
Of course you do.
They're your friends.
So the more you can befriend-like, the more you can
portray trust.
I mean, there's a book calledthe Speed of Trust and it was
written by Stephen Covey, theguy that wrote the Seven.
It was his son, but that's oneof the things I remember coming
out of that book was that it'slike the more you can be a
(10:26):
friend, the more you can buildtrust.
Speaker 2 (10:28):
Do either one of you find that in your group
practices and real largepractice that hey man, I'm Dr
Edge, I kick ass and like makingfriends with people and people
trust me that now people onlywant to see me and I've got four
or five associates?
I run into that problem a lot.
I'm sure you guys run into thatproblem and what do you do
about that?
Speaker 1 (10:47):
I created a story about how I have elbow
tendonitis and I can't see thepatients anymore because I say I
find it easier to lie than tohandle it directly.
Speaker 2 (10:58):
So Dr Etch's secret lie Okay?
Speaker 1 (11:01):
Yeah, don't get it.
No, yeah, I have the same issue, man, and there has been a
number of patients where I'vehad to tell them, you know what?
I'm just not doing thisprocedure anymore.
But gosh, Dr Cathy and Dr Steveare great.
They are my dentists, they havedone work on me.
They need that endorsement.
But yeah, man, it's hardbecause some of these patients
(11:21):
you look them in the eye andyou're like I need to refer you
out.
Speaker 3 (11:23):
I can't do this procedure.
What I share with the patientis I'd love to see you.
It's more important that youget this done in the most timely
manner.
This doctor is going to takegreat care of you and I endorse
them fully.
And, just so you know, I and Iendorse them fully.
And, just so you know, I'malways here to talk out cases
with them and we do it.
That's what's so wonderfulabout this place we're a team
and we talk things out.
But for you, I think it's bestthat you see this doctor and
(11:45):
know that we're here as a teamto support you.
Speaker 2 (11:47):
I think the times where I've run into the biggest
problems is that where I've donethat and maybe the associate,
like looking back, was crap,wasn't as good as expected and
they screwed up something, andthen they come back to me and
then they're saying to me I'mnever going anywhere else.
Speaker 3 (12:01):
Yeah.
Speaker 2 (12:01):
And that's the person I'm just like.
You know what they're right,like that's on me, I'm going to
take care of them likeinfinitely.
Now, yeah, that does happen.
Speaker 3 (12:08):
There will be a time, though, when they don't have a
choice right, because you'regoing to be booked out so far or
you're, instead of four days,whatever it is that you're
working now, it's now down totwo days, and that's going to
become even less and lessavailable, so I try and find
ways.
Yes, there may be patients thatstill want to see me, but I do
try to find ways to create trustwith another provider within
(12:31):
the organization that they feelcomfortable at least seeing on
an emergency basis, and thenallowing that person the
opportunity to show them whatthey got.
Speaker 2 (12:42):
Yeah, but I think with the trust there too, it all
comes down like with thecircling back, like the
treatment planning, and one ofyou guys said it before like
treatment plan it with.
Tell them what's the worstthing that can happen.
Right, this filling, thisfilling may end up needing a
root canal.
You know, this crown may needthis or whatever.
Right, tell them up front.
This way, it's not an excuse,it's a reason.
(13:03):
You know, I think that's reallyimportant and I mean I look at
some of my patients, some ofthem, I just like them a lot and
I just like.
I had one patient she was goingto Las Vegas for the first time
and her and her husband justsaved up and I could tell they
were like going on a budget, youknow.
So I told her, I said next timeshe came, I gave her an
envelope.
Didn't even have it was a giftcertificate from one of my
favorite restaurants in Vegasand it was like a nice budget
(13:25):
for them and I know that thatwas the, that was the highlight
of their whole trip and I was sohappy to do that.
And that's how you should getwith your patients that you're
just like you're happy to.
You said that, like you'relegitimately happy to see them,
and it's a relationship.
Speaker 3 (13:36):
If you feel like you're making it up and it
sounds fake, it's not going tocome across like you want it to
come across.
So find a way to make itgenuine.
So like, if, when I walk in,even if it's someone that I'm
not, I think is going to be agrumpy old person or grumpy
person not to be an ageist, agrumpy person and they're going
to be crushy or whatever, likeI'm still happy to see them
(14:00):
because I know that I don't haveto see them again for six
months.
So like find the reason to begenuine in what you're saying,
with everything that you'redelivering to the patient, and
then you'll be honest, like youare with your friends.
You won't hold back like you dowith your friends, and you'll
be able to build trust becauseyou're being genuinely who you
are and caring for the person ina way that feels right.
Speaker 1 (14:24):
Yeah, it's so true, and I've done this with a number
of my patients because as I'vecut my days back, I've had a lot
of etch-only patients, like weget the pop-up under this
etch-only, etch-only.
And when I had my firstassociate there was a lot of
etch-onlys Because I mean, whenI was the only dentist there was
no etch-only because everybodywas etch-only.
But when we had associate therewas oh, I want to see Dr
Etchison, I only want to see DrEtchison, I only want to see Dr
(14:46):
Etchison and it would drive.
First day I opened the chartand it said Kathy only, I was
like what the hell is this?
And I went back in the chart.
I'm like like they don't wantto see me again.
What the hell is their problem?
You know, I was like I was hurt.
So when they don't, I was likedon't, don't want me, don't want
me to stop, leave me alone.
And then, as soon as somebodywas like I don't want Dr.
Speaker 3 (15:16):
I just I'm like perspective may be a little
different because we're anacquisition model, so I acquire
these practices that were thesedoctors only for 20, 30, 40
years.
And then we get in, oh yeah,and they still all show up.
We average less than 10% of ourpatients when we acquire a
practice, as great as I thinkthat I am, I've seen it over and
over that People will continueto go to the dentist and see the
(15:40):
building that they're used toseeing just as much as the
person they're used to seeing.
Speaker 1 (15:45):
Yeah.
So the question is so how doyou and your new docs that are
coming into an acquisition, howdo they build trust with the
patient that's been seeing aselling doctor for years?
Speaker 3 (15:57):
Yeah, that's really hard and we talk about this a
ton when we first get in.
There are two things that canhappen, both which are bad.
One is you treatment plandifferently than the other
doctor and they think eitherthey're getting crappy care for
the past 20 years, which is notwhat we want, or that you're an
aggressive, greedy person andall you care about is their
(16:17):
money, which is not a good thing.
So we need to meet the patientwhere they're at and ask
questions and show, not tell.
Show them what we're seeing andwhy it would benefit them to
get this addressed, and not tellthem anything.
And if they're not ready tohear it, don't push or shove
(16:38):
anything down their throat.
They're going to resent you forthat.
So be soft in your approach.
Genuinely care for the patientand tell them what you would
want to do for your mom or foryourself, and then show them
pictures of what you're seeingso they can make the best
decision for themselves.
Those aren't your teeth,they're theirs.
Let them make the decision forthemselves.
Speaker 1 (16:59):
Do you tread?
Speaker 3 (17:00):
lightly, do you like the first time?
Yeah, we do.
We do tread lightly, but partof it is not just getting the
patients on board, it's gettingthe team on board.
If I walk in and this issomething to build trust to if I
walk in and I'm the second orthird time, they've heard the
same thing.
I'm not a jerk who wants tosell you something.
(17:21):
I'm just agreeing with theother person who you've seen and
you've known for a long periodof time.
That is saying I know that this, I know.
You saw your hygienist.
You've seen her forever.
She wanted me to take a closerlook at that upper left side.
She said there's somethinggoing on, let's take a look at
that Like.
That in itself takes a lot ofweight off of what I'm sharing,
(17:43):
and there's always the approachand the words that I use are has
anyone ever shared with youthat?
So?
Or has a dentist ever told youthat?
So?
It doesn't come from me, it'scoming from this fictitional
dentist that has nevermisdiagnosed anything, and I
just use that as a jumping offpoint when I'm communicating
(18:04):
with the patient for the firsttime, that I just assume that
whoever saw them sharedeverything with them and I'm
just agreeing with what they'resaying.
Speaker 2 (18:12):
And on top of that, as soon as that happens, like
your hygienist pointed out,something like in front of the
patient and I appreciate her forpointing that out to me.
Thanks, jane, for pointing thatout to me so that right there
now, that builds trust.
The patient says, wow, hereally values his fellow
employees and he trusts theirjudgment.
And on top of that, like you'reasking about, like the
acquisition, how do you makethat trust go?
(18:33):
I think if you do a good job,what I've learned is like, when
you're done, the patientoftentimes will say this phrase
my dentist never did that.
So like at the end of an examhey, you know what I'm going to
do?
An oral cancer check, I'm goingto move your tongue out of the
way.
I'm going to move your cheekout of the way.
You know what?
I bet you, the old dentist didthat, but the guy never said
that.
And all of a sudden the patientin their mind is like wow, my
(18:53):
dentist never did that.
And in my head I'm like that wecheck on every single patient.
Right Now, the patient's eventhinking that we're doing
something of value, of no charge, that we normally don't.
Those little things mean somuch to a patient.
And while I have it in my headhere too, just a little
technology tip that can help you.
It may hurt me, but SlyDial Idon't know if you guys have ever
(19:15):
heard that app.
There's an app called SlyDialwhere, let's say, I'm driving
home and my usual routine waslike I call my patients on my
drive home, like the ones who Ido root canals, extractions,
implants, sedation and maybegosh one of them I generally
don't want to talk to her, justone.
Like you hit that Slide Dialapp and you call them and it
goes directly.
It's like a sneak attack.
(19:35):
It goes right behind thefirewall and it goes right to
their voicemail.
Hey, this is Dr Ernest.
I was just checking to see howyou did today.
I missed your call there.
Just call us if you have anytroubles.
Boom.
So just FYI.
Slydial is a pretty good app tohave in use.
Speaker 1 (19:49):
I mean, when is it time to say patients aren't
checking their voicemailsanymore and we've got to switch
to text?
I feel like that transition ishappening.
Speaker 2 (19:57):
As the younger patients, I think.
Speaker 3 (20:02):
Yeah, sure, but I still think, do you not?
Speaker 1 (20:03):
listen to your voicemails?
I do, but I don't listen tothem.
I mean, I don't listen to themas I get them.
Speaker 2 (20:07):
It's like one day I'm yeah, of course it's a lot
easier for me to miss avoicemail and I'm a victim of
that.
I'll miss a vo.
Personal aspect of hearing myvoice and knowing that I'm
taking the time to check on youand I want to hear how you're
doing from your own voice.
(20:27):
I don't even do.
I wouldn't even mess with thetext there.
The biggest mistake I ever madewas I told my family this one
time at like a familyThanksgiving and stuff like that
.
And now, if I ever like,sometimes there's some family
members you don't want to callsometimes and sometimes now they
wonder, like, is he reallycalling me or he just slipped
through the back?
Speaker 1 (20:45):
door.
My brother-in-law likes to callall the time.
I tell him dude, you got totext me, man, I just can't pick
up the phone, he's like.
But I want to talk and I'm likeI don't use my phone for that
function.
Telephone is not for speaking.
Speaker 3 (20:59):
Yeah, yeah.
Speaker 1 (21:00):
Yeah, no, all right.
Well, hey, if you're thinkingabout working with a coach and
taking your practice to the nextlevel this year, looking at
what systems you can improve,what efficiencies you can create
and how much more money you canmake, please check out our
coaches at dental practiceheroescom.
Thank you so much for listeningand we'll talk to you next time
.
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