Pacific Coast Society of Orthodontists Bulletin Fall 2021 - 58

Practice Management
Corners of the PCSO
Understand Your Patient's Needs
and Wants
Dr. Ilan Abramowitz
Bartow and Winter Haven, FL
PCSO Bulletin Contributor
A marvelous quote I learned is to give our patients
" what they want and incorporate what
they need. " This rings so clear today. So, what is
something many of our patients want? This is
going to vary throughout our respective communities,
but it would not be surprising if there is an
overwhelming request for affordable orthodontic
care from a professional orthodontist. I am not
referring to lower fees; I am implying affordable
payments.
Think about what a potential patient views as an
affordable quality product. Automobiles, home
furnishings, or electronics fit that description
for most of us. These products all offer extended
payment options-sometimes starting at a $0
down payment! Do our patients view financing of
our service any different? In 2019, we made one
edit to our financing armamentarium: we added
a $0 down payment option. The result spoke for
itself. New patient starts increased by 45% and
have maintained that level to date.
An initial reaction to this type of change is that
extending payments beyond treatment may
reduce collections. That was my concern too.
However, it was good news: our collections increased
by 2%, which shows that the influence of
reciprocation is still alive and well. This strategy
may not be for everyone, though. Understanding
your customers is paramount. Does the community
you serve favor convenience, innovation,
or affordability? If affordability qualifies as one
of the top two on your patients' ranking, then
give them the orthodontic service they want and
incorporate the monthly fees they need.
58
PCSO Bulletin
Fall 2021

Pacific Coast Society of Orthodontists Bulletin Fall 2021

Table of Contents for the Digital Edition of Pacific Coast Society of Orthodontists Bulletin Fall 2021

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