Editor's note: Richard Geller's column, Marketing Madness, appears regularly on the DrBicuspid.com advice and opinion page, Second Opinion.
In 1990, I wrote How to Get Your Patients to Want the Dentistry They Need, which became the all-time best-selling book about selling dentistry.
That's when I really learned the power of trigger words.
Trigger words create a strong mental image, positive or negative, in the mind of the patient.
Negative trigger words create fear. Positive trigger words create feelings of comfort.
If you know what trigger words to avoid, you can communicate far more effectively, get much higher case acceptance, and create a much better experience for your patients.
Here's what happens when you use trigger words:
The mind is an associative machine. When we hear a trigger word, that word associates in our mind with something else. Some good trigger words: hugs, smiles, delight, laughing, family, thrilled. Some bad trigger words: drill, root canal, inject, x-ray (yes, really).
See? A good trigger word associates with something nice.
Once you use the trigger word, next comes the phenomenon of "anchoring." If you use nice trigger words and you act nice, that anchors in the patient's mind with a nice memory and feeling. Then the patient thinks you are nice!
This all happens at an unconscious level, but it happens all the time. Reliably. In every conversation, whether you are aware of it or not.
Using this same logic, a bad trigger word triggers a bad association. Then the patient feels bad and anchors you with that bad feeling. If this anchoring occurs without your being aware, especially at the start of a relationship, you will lose patients before they have had a chance to bond with you and like you.
Negative trigger words overpower a patient's feelings. If a patient has already accepted you, the negative trigger words won't result in the patient leaving. But they will always result in lower case acceptance.
Most dentists use a lot of negative trigger words, which creates negative mental pictures in the patient's mind. Then the patient reacts negatively and case acceptance remains low. By eliminating a handful of negative words, you can increase your case acceptance by as much as 20%.
Using trigger words to your advantage
First, remember the things patients are afraid of the most -- what I call the Terrible Threesome:
- Needles
- Drills
- Pain
The Terrible Threesome has driven people away from the dentist for years. Even patients who come in regularly for their recalls and are generally compliant will refuse needed restorative work because of fear. But they won't tell you that fear is what is holding them back. And they won't tell you which fear is greatest: needles, drills, or pain. (And usually one of those is worse than the others, even in a patient deathly afraid of all three.)
They will tell you they aren't accepting your case presentation because of money. Money is the Killer Objection that you can't rebut, can't refute.
Sometimes, yes, it is the money. But often it is fear.
I go to my dentist and the hygienist takes me back and sits me down. Time for my x-rays because it's been a while. If she is smart and aware, she'll say "It's time to take some pictures of the inside of your mouth." She won't say the word "x-ray."
X-rays are a little scary. (Gagging fear and fear of pain.)
During the cleaning, she spots some softness in a molar. The dentist rolls in on his skates and takes a quick look at the area, probes it, looks at the digital x-ray. He says, "You've got a cavity there, and it's a bit cracked. I think we'll need to do an inlay."
"Will I need to get Novocain?" I ask. In my mind, I have great trepidation now.
"Yes," he says. "I'll probably do two or three injections. You won't feel a thing but maybe a little pinch at the beginning."
Uh, oh. I didn't hear anything after the word "injections." That's a really scary word. The proper term is "get you numb."
He should have answered, "We'll get you nice and numb so you'll be comfortable. It wears off pretty quick so you'll be able to talk and eat an hour or so afterward."
He had the right idea, but he blew it by using a highly negative trigger word.
See the difference? Getting me numb. That's okay. The word "injections" arouses the pain centers in my brain and upsets me. Then I'm not hearing anything else the dentist is saying. I'm just focused on the injections, the big huge monster needle going straight into my cheek like in some horror movie.
I'm sorry, but that's how it is. There are words not to use, words that trigger very negative associations. Root them out, use different words, teach the team the same, and watch your case acceptance rise and your patients' attitudes improve.
And speaking of the book I wrote, I am giving away a copy of the third edition in electronic form at www.Cases4Dentists.com. Dr. Sandy S. just e-mailed me: "I believe I will likely make it required reading for all staff."
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