Do's and don'ts for building value: Create greater value

Patients want the best value every time they spend their money. They have been conditioned by retailers to seek deals based on either lower cost or higher value. In response to this new consumer psychology, provide greater value to patients by delivering a superior experience.

Showcase the hygienist as a professional. Patients are more likely to value their hygiene appointment if they have been informed about the hygienist's professional credentials. In conversations with patients, emphasize the education, training, certification and licensing your hygienist has acquired.

Don't forget to add value to the conversation. Use power words and benefit statements to create more value during patient interactions. Power words generate a positive attitude and demonstrate an intention to be helpful to the patient. They include words like "great," "terrific," "wonderful," and "outstanding." Benefit statements focus on why the patient should be motivated to follow recommendations, whether it is treatment or taking care of a balance. From a psychological viewpoint, benefit statements help patients understand why it's in their best interest to do as recommended.

Roger P. Levin, DDS, is the CEO of Levin Group, a leading dental management consulting firm, and one of the most sought-after speakers in dentistry. Dr. Levin has authored 65 books and more than 4,000 articles on dental practice management and marketing. You can sign up for the Levin Group Tip of the Day.

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