UNHAPPY PATIENTS---A GOLD MINE OF INFORMATION

In the “long ago” of the 1990s, an often-quoted marketing study stated that satisfied customers tell an average of three other people about their good experience while dissatisfied customers complain to as many as 21 people.  More recent surveys show different numbers, many fewer compliments compared to complaints, the volume of comments has grown exponentially with the advent of social media.

That fact was driven home to me again this week as I read a five-page printout of online exchanges between a number of people---exchanges that were generated by one negative comment from the father of a young patient.  The dentist who showed me the comments said the father had not been present for the appointment that generated the negative postings. 

His chief complaint concerned two sets of x-rays taken on his daughter.  Untypically, the chairside assistant had not heard complete instructions from the dentist to take bitewings and anterior x-rays on the child, so she took bitewings only.  When the dentist came back to the chair to complete the examination, he again ordered anterior films.  The additional necessary radiographs were made.  The mother who was with the child did not complain, so that all was well when they checked out and making another appointment for treatment to be done.

Then came the surprise!---negative comments posted by the dad who had the opinion that more x-rays were taken just to generate additional fees.  His complaints were forwarded to the dental office.  So the question is---what should a top-notch, conscientious dentist do to overcome such negative publicity? 

First, the dentist and staff must not react with objection, but should consider the incident a golden opportunity to analyze how to avoid such critique in the future.  Bill Gates of Microsoft fame was once quoted, “Your most unhappy customers are your greatest source of learning.”

Think first of precluding such incidents by adherence to two “rules”:

·         Always inform before you perform.  If your patient is an adult, explain necessary procedures as part of the initial case presentation and reiterate each step just before delivering treatment on subsequent appointments.  If your patient is a child, do exactly the same, making certain the accompanying parent/adult understands every procedure you do, even the repetitive ones, and why it is necessary.

·         Educate!  Educate!  Educate!  Educate patients at every appointment---whether precise home care instructions, infant oral health information for parents of newborns, procedures for that patient which may become necessary in the future, presenting a synopsis of your new treatment modalities, on and on.  Fully involve your patients in understanding what and why you do what you do to maintain their oral health.  Do not use excessive clinical detail and jargon so that you actually confuse a patient;  but explain so that you build trust with each patient by making him/her feel in on treatment choices and step by step treatment delivery.                         

When a problem does occur, and it will; talk calmly and non-defensively with the upset patient, eye-to-eye if possible, by phone if necessary.  Listen well. Try to understand exactly what caused the problem; not to place blame, but to avoid such issues in the future.  Take notes---tell the patient you are taking notes if talking by phone.  Apologize, even if it is not your fault, not by agreeing with the patient’s complaint, but by saying you are sorry for the misunderstanding or confusion.  Be responsive.  Explain fully or promise an explanation or rectification by a certain date.  Focus on what will fix the problem, and stay in touch with the patient while issues are being resolved. 

Remember---no one ever won an argument with a customer/patient.  You want to resolve the problem and retain the patient.  That is a WIN/WIN!  The dissatisfied person who becomes impressed with your apology, solution, effort, and skill is your best ambassador for winning new patients.

Just FYI---I will suggest to the dentist in the above scenario that he call the father to understand his perception of his daughter’s appointment.  I will also emphasize that the dentist must stay calm, in control, and polite while talking to the parents.  It would be worth a phone call to diffuse any negative perceptions.  Addressing such critique head-on speaks volumes about the integrity and care with which an office treats each patient.