The decline in NHS dentistry access has led to a surge in patients seeking an alternative dental care provision, with many mixed practices offering private care being inundated with calls from patients urgently seeking dental appointments. When handled correctly, these enquiries could translate into substantial long-term revenue. However, seizing these opportunities requires careful handling and a thoughtful strategy. In this article, Patient Plan Direct will explore how dental practices can effectively turn these NHS patient enquiries into opportunities for growth.
Don’t rush into a sales pitch
Private practices often receive enquiries from patients seeking NHS treatment. Some practices decline NHS treatment and then attempt to sell the patient a private plan. However, this approach’s success rate has proven inconsistent at best.
One crucial mistake to avoid is rushing into a sales pitch without first understanding the patient’s needs or building rapport. Offering a solution without a thorough understanding of the underlying problem decreases the chances of success. Handled correctly, these calls can be converted into appointments, fostering long-term loyalty. Here are some essential steps to transform these calls into positive outcomes.
Connect with the patient
Initiate the conversation by getting to know the patient. Start with a simple introduction and ask how they heard about the practice – for example, was it through word of mouth or had they seen a local advertisement? Personalise the interaction by asking their name and using it throughout the conversation, demonstrating genuine interest. Instead of outright stating that NHS services are not offered, consider a more open-ended approach such as, “We operate independently of the NHS (or, we’ve reached capacity to see NHS patients), but we may be able to assist you. Can I ask a few questions to understand your needs better?”
This approach keeps the conversation open, allowing you to gather more information about the patient’s situation. If they’ve faced multiple ‘no’s’ from other practices, your willingness to help and learn more about their situation will give you that edge.
Understand the patient’s needs
Demonstrate interest by understanding the patient’s problem or need. When asking questions, listen attentively and empathise with their responses. By adopting this approach, your practice will set itself apart as one that genuinely cares, especially if the patient has faced rejections from other practices—including their original NHS practice.
Offer a solution to the patient
Once the root of the problem is identified, proceed to offer a tailored solution. This could range from emergency appointments for those in immediate pain to consultations for those looking to register with a new practice. This is then the perfect opportunity to introduce the concept of a membership plan, emphasizing how manageable monthly payments make the cost of oral healthcare more affordable, along with other benefits, including reducing the risk of serious oral issues with regular attendance and additional perks such as Dental Accident and Emergency (A&E) cover. For transparency, you should communicate the associated fees and the services included from the outset.
Get the patient to commit
The final stage is to ask the patient if they would like to schedule an appointment. While some may agree, others may decline and continue their search for an NHS practice, suggesting they weren’t the right fit for your practice.
While success is not guaranteed every time, practices employing this approach have reported increased acceptance rates of new patients. Moreover, several practices have witnessed a substantial increase of plan patients and new patients. As these stats indicate, the cumulative effect of monthly patient fees can significantly contribute to a practice’s financial growth.
Ensure your front-of-house team is well-prepared
To ensure success and to avoid any missed opportunities, your front-line team must be appropriately trained to handle these calls effectively. These seemingly challenging enquiries can pave the way for substantial practice growth with the right approach.
For dental practices seeking comprehensive support in handling NHS patient enquiries and maximising dental plan growth opportunities, feel free to book an exploratory meeting with the Patient Plan Direct team by calling 0344 848 6888 or completing our online form, and we’ll call you back.