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Preparing for Today’s New Patient by Edwina Wood

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The dynamics of the new patient have changed over the past several years.
It is apparent that the “I want it now!” generation has arrived. In years past, an orthodontic referral by a family dentist or a trusted friend was enough to wait for the first available appointment and a second opinion was not needed. Today’s new patient has changed. With the instant information on the Internet, and more referral and informational sources available (Facebook, Google, competitors’ Web sites) prospective new patients are educating themselves and looking for immediate action. Because of this, the orthodontic practice needs to elevate its new patient experience to meet the needs of the tech-savvy patient. What would I want when I enter a doctor’s office for the first time?
  • I want to be treated with respect.
  • I want the doctor and staff to listen to my concerns with regard.
  • I want a knowledgeable, well-respected doctor I can trust, and one that will give the best treatment available.
  • I never want to wait! (Remember: I want it now!)
So as a treatment coordinator (TC), how can I satisfy these needs? By relating to patients to build trust and communicating in a positive way to educate them about orthodontics, the TC will initiate the new patients into the practice.

Here are three basic steps:

Relate
Begin developing the relationship at the first phone conversation. The goal of this phone call should be:
  • Gather information your office needs to better serve the patient.
  • Educate about your practice and doctor. Why does your doctor stand above the rest?
  • Schedule the appointment.
Ask the patient focused questions. Why is he calling? What is he looking for? What are his expectations? What information do you need from him? Do you ask for e-mail addresses and cell phone numbers? Do you ask if he prefers to communicate through e-mail or text? This information will be beneficial during treatment. The most important point is to schedule the appointment. Do not fall prey to shoppers. Never quote fees over the phone. Entice, encourage and persuade them to schedule the appointment. Track your calls. How many shoppers call and never make an appointment? Also, how many new patient appointments are scheduled and then become a no-show? If your rate is high, you should re-evaluate your new patient phone skills.

The next point of contact should be the mailed or e-mailed patient packet. Is it informative but short? Is it up-to-date and professional? Does it communicate your office philosophy? Reevaluate what you are communicating to your new patients. Make a list of all of your strengths. Instead of saying, “Most of our patients come from referrals,” do the research and say “over the past five years, 70 percent of our new patients are referred by other patients and family members.” Then find a way to share that information. Our office includes a card in our packet that is labeled “Things to Consider When Choosing an Orthodontist.” If the patient is scheduled for a second opinion, this card will allow him to view the reasons he should choose our practice. When the patient comes to your office, it is critical you get to know the new patient. Make him feel special and find a common interest to establish a level of comfort. Then through good communication, begin to develop a relationship which will build trust. Tools for the TC that will build trust are:
  • Be confident. You must believe in your presentation and abilities, as well as trust the value your practice gives to the patient. How can the new patient find value if you don’t believe it yourself?
  • Ask the right questions. This is how you learn about your patient and their expectations.
  • Listen. You have asked the questions, now listen. Let the patient talk. Every person walks through your door for a reason. Find that reason. What is important to him?
Educate and Communicate
After the doctor has examined the patient and has made treatment recommendations, it is time to explain to the patient what treatment is recommended. Educate your patient about why he needs braces? There are three learning preferences: visual, auditory and haptic, or hands-on learning. In our practice we focus on all types of learners. We use a computer-animated program for visual learners. This program is a huge asset when educating the patient about his problem, and explains with graphics how we plan to correct the malocclusion. For haptic learners, we use a typodont and a working model of the bracket. For auditory learners, speak plainly and clearly. Use words and phrases that your patient is familiar with. I talk directly to the patient; it is his teeth.

If it is a younger child, explain it on his level. Parents will be able to follow as well. If the treatment is explained in technical terms parents might feel reluctant to ask questions. Give them the information that they need to make an educated decision. What will happen if this treatment is not done? Show them the value of your services. Always ask open-ended questions, not, “Do you have questions about the treatment plan?” You will most likely get a “No” answer. Ask, “What questions do you have about the treatment plan?” This stimulates thinking and puts you in control of the consultation.

Initiate
This is the most delicate time of the new patient visit. The parents are vulnerable because you are asking for two of their most valuable assets: money and time, the cost of orthodontics and their time away from work and school to commit to treatment. TC tools to help during the initiation process:
  • Avoid Conflict: The patient/parents are always right. They are not there for you to tell them they are wrong. Use phrases like, “I understand how you feel...,” “I know, I feel the same way…,” “I can see your point…”
  • Point Positive: Develop your positive verbal skills and educate your patient about your practice philosophies. Also, never use negative verbiage like: “I know this is expensive.” or “I’m sorry I have to charge you.” Be positive always.
This is the time we are looking for a “Yes” to proceed with treatment. If the yes isn’t immediate, ask questions. “Will one of these financial options work for you?” or “What can I do to help you start your treatment today?” Find the objection so that you can deal with it while they are in the office. Sometimes money is an issue and treatment needs to be postponed until after tax time or when insurance becomes active. If this is the case, put them in pre-treatment recall and contact them the month before they intend to start treatment.

Help your patients find the right way to initiate their treatment by listening to their needs and treating them with respect. A treatment coordinator’s job is to:
  • relate to your patient in a way that builds trust.
  • listen to concerns with regard.
  • educate on what the doctor is recommending.
  • initiate the patients into your practice giving attention to their needs.
As a TC, you know the job is complete when you guide the new patient into becoming a part of the practice, where together as a team: doctor, patient and staff, the common goal is to build the patient’s self-esteem and confidence by creating a beautiful smile to be proud of.

Author Bio
Edwina Wood has 29 years of orthodontic experience in both clinical and management roles. She continues working as office manager/treatment coordinator for Harwell and Harwell Orthodontics in Amarillo, Texas. She has spoken at the PCSO, The Damon Forum and the AAO discussing treatment coordinating, marketing and office management.
Orthotown Magazine
September 2025
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