How Patients’ Preconceived Notions Affect Case Acceptance

Patient Attraction Episode 187

Hello everyone, I’m Colin Receveur and welcome to the Patient Attraction Podcast. Today I’m going to tell you some really interesting information from one of my favorite people, Dr. Robert Cialdini. Stay tuned.

– Dr. Cialdini is the author of the highly influential book Influence.

– I did a series of podcasts on his findings earlier this year.

– If you didn’t catch them the first time, I strongly suggest you go back and review them.

– Today, I want to give you some information from his company, Influence at Work.

– I think it is very pertinent to dentists and it relates to selling elective and big-case dentistry.

– I know many of you are squeamish about the sales side of dentistry, especially when it comes to offering elective procedures like whitening, veneers, etc.

– And it can be hard to ask someone for $10,000 or $15,000 a jaw even when they badly need a full mouth reconstruction.

– But according to research presented by Influence at Work, when you present certain information can be the difference in whether the person accepts or declines the work.

– Here’s what they found translated to dentists:

– You want to offer a patient a well-advertised, popular product like Lumineers or Invisalign.

– According to research, if the patient already has a favorable impression of the product, you should present favorable product information (like its price or the name of the brand) BEFORE showing him or her what she would look like with a changed smile.

– However, if the patients has a neutral or negative impression of the product, you should give them product information AFTER showing them what they would look like.

– In short, positive information helps them like what their smile would look like more, but negative information presented before showing it to them makes them like their potential smile less

– Conversely, seeing what their smile would look like makes them less concerned about their negative perceptions. But presenting positive information afterward actually makes people like their potential smile LESS.

– So what do we take away from this?

– You have to talk to your patients, feel them out for what they know and what are their perceptions about possible solutions.

– Then you can make the best decision about when to present specific information about specific treatments.

– I hope this helps you increase your case acceptance.

– If you find that this helps you, please let me know. I may use your story in a future podcast.

– Until next time, keep moving forward.


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