Are you advocating for the patient’s health or his wallet?
How should a treatment plan be presented?
What can a doctor and staff do to ensure a high acceptance rate?
What does all this have to do with sales?
These questions, left unanswered, could potentially cost a practice untold sums, quality of care can suffer, new and repeat business can drop off, office morale can be low and practicing can lose it’s entire purpose if patients are not receiving the care that they need.
Confusion About “Sales” Will Cost Practices a Fortune.
A sale is simply an exchange where all parties involved receive something of value. In healthcare professions, a patient receives care to fix a health problem and/or maintain good health. In exchange for the work done, the staff and doctor are paid.
A successful practice includes doctors and staff who care enough to sell patients exactly what they need. Each doctor is key in the sales cycle because without the doctor diagnosing and planning treatment for the correct care, there would be nothing to sell.
Most confusions stem from the false ideas that people have about sales. High-pressure techniques used by some people can leave a bad impression and make patients/clients want to shy away from buying at all. These techniques are not true sales techniques. In fact, using them can set a doctor up for failure. So to does going out of your way to avoid using any sales techniques at all.
Convincing vs. Selling
Convincing a person that they need to buy something is a different activity than selling them on an idea, service or product. Selling is really nothing more than obtaining agreement. A patient who understands the treatment needed and agrees that it needs to be done — and they are going to do it — is a result of a successful treatment plan presentation. In an attempt to convince a patient to accept a plan, a doctor often talks too much, which in most cases works against him. Good communication, then, becomes a key factor. A doctor using communication skills that serve to enlighten and educate will bring a patient to a point of understanding and agreement.
The Patient vs. The Wallet
Doctors can become so worried about whether or not the patient is going to consider a plan too expensive that they actually neglect giving the patient the true treatment plan. We have not met a doctor who does not consider him/herself a good technician. Yet, when it comes to passing treatment information along to a patient, a doctor can get in a habit of making the presentation more palatable by reducing the plan. Concerns about what the patient might think can get in the way. The wallet, then, becomes the center of attention rather than the exact treatment that the patient needs. Doctors do know what patients need, and this should be clearly expressed to the patient or the likelihood of primarily doing “patch-up” work will enter into the practice.
Plan A or Plan B or Plan C?
The doctor may give the patient too many choices. The patient is not a physician and, therefore, does not know what’s best for him. Patients rely on the doctor to tell them what they need. If the doctor doesn’t do that but gives them a choice between Plan A, Plan B or Plan C, the patient will naturally ask the cost of the different plans and select the least expensive one. Asking a patient to make a choice between a $600 plan, a $350 plan and a $195 plan will cause suspicion. One of the most common misconceptions about doctors is that they’re all rich. A patient may wonder why you would do a $600 plan if a $195 plan will suffice.
Read Part II of this article to see how “Maybe vs. You Need,” “Hesitancy vs. Help,” “Integrity” and much more, coincides with presenting the best treatment plan.” Request “Presenting Treatment Plans: The Do’s and Don’ts – Part II” (highly recommended)