The Practicon Viewpoint by Ann Page Griffin

DISSATISFIED PATIENTS?

WHAT'S THE BIG DEAL?

A wise person once said, "You can't please all of the people all of the time." And isn't that the truth! Coined to apply to the realm of manufactured goods as our culture moved beyond handmade and homemade items, this phrase can be applied to all sectors of work, including dentistry.

The vast majority of dental teams work diligently to provide the best clinical care for patients; to make each patient feel special, appreciated, and welcome at every appointment; to listen to and reassure patients in order to lessen their concerns or fears; to explain treatment plans in layman's terms; to make financial plans that encourage acceptance of proposed treatment; on and on. However, in spite of our best efforts, most dental offices have an occasional dissatisfied patient. How much do a few unhappy patients matter? How significant is the negative effect on the practice?

Let's examine a few myths about dissatisfied customers (patients) which emphasize some surprising truths put forth by marketing and public relations experts:

• Myth: If our office doesn't receive complaints, it means all our patients are satisfied.
• Truth: Most dissatisfied patients do not register their complaint. Every complaint received represents another 26 problems, at least 20% of which are significant.


• Myth: If patients don't complain, they can't be that displeased, and will likely remain with the practice.
• Truth: Unhappy non-complainers are the least likely to return for services.


• Myth: One or two dissatisfied patients don't mean much.
• Truth: In these days of social media, one displeased patient can post negative comments about a dental practice that are read by hundreds or even thousands of people.


• Myth: The practice has plenty of patients. If one or two leave, we'll replace them with new patients.
• Truth: A lost patient can mean thousands of dollars lost per year, plus the loss of production for the patient's family members. Word about unsolved issues spreads quickly from dissatisfied patients to other patients and to the general public. On the other hand, a dissatisfied patient whose problems receive prompt, courteous attention to solve or clarify the issue is almost certain to remain with the practice and tell others about his or her positive experience, whether via word of mouth or online posting.

A good guideline for every dental office: Even one dissatisfied patient is one too many. Therefore, dental teams must address every complaint as if it were their own, handling it to the patient's satisfaction. If unable to satisfy the patient, the dentist and team, when appropriate, should apologize, hoping to retain the patient's respect even if he or she chooses to leave the practice.

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