Orthotown July/August 2020 - 48

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Treatment presentation.
Financial presentation.
Start.
Finally, make sure to market your
virtual exam. It's an added convenience
and opportunity to connect and wow your
potential patients. Don't hide it-flaunt it.
Make it more than just a subtle button on
your site. Make the virtual exam perform
its best by giving it even more screen time.
As movie lovers know, not every
Oscar-winning performance is acknowledged as such. My favorite movie, Shining
Through with Michael Douglas and Melanie
Griffith, is one such film. While very few
people have seen it, and while it was not
promoted, marketed or nominated for an
Academy Award, that doesn't make it any
less amazing. I personally consider it a
best-kept secret in movies.
I often see the same thing in orthodontics. So many amazing, forward-thinking,
tech-savvy orthodontists offer a high-quality,
award-winning virtual exam but keep it a
secret by not actively promoting it. So market
it, promote it, hype it up and do more to
get your virtual exam noticed.
The big question is, does this virtual
consult have staying power? Will it stand
the test of time or is it simply a 2020
necessity post-COVID? Do virtual exams
enhance the offering for health care? And
specifically, does a virtual exam complement
an orthodontic practice or hurt it? Regardless
of our personal beliefs on this topic and
trend, we need to look to the consumers and
take their thoughts and feelings into great
consideration. Ultimately, only time will tell.
Do I think 50%, 80% or even 100% of
the exams will eventually be virtual? The
short answer is no. However, I do strongly

48

believe that 15-20% of new patient exams
will take this virtual form and that a large
percentage of those virtual exams will result
in an overall increase in new patient exams. I
also believe virtual exams will net a high case
acceptance when executed with excellence.
Excellence is key. It always is, and will
always be, the greatest determinate of new
patient starts and increased case acceptance.
The greatest mistake I see is when a practice
shortcuts the virtual exam. The success lies
in the introduction, education, simplicity and
process. Long story short: Don't shortcut.

A "virtual" success
The takeaway in all this? Yes, our world
is all about convenience. Everything we could
possibly need or want is really no more than

a few clicks away. You need a ride? Use Uber
or Lyft. In need of groceries or something
for dinner? Grubhub, DoorDash or your
local grocery store delivery are at your
service. Want some fashion or styling advice?
Find fashion bloggers galore on Pinterest,
Instagram and blogs. Doing research on
a particular topic? Google it. Designers,
florists, landscapers, house painters, even
doctors? Point and click and chances are
you'll find one.
Pretty much everything can be found
online or with some version of a virtual
component. We still enjoy shopping and
trying on clothes in person, eating at restaurants, driving automobiles and enjoying a
rooftop happy hour with friends, but we're
also comfortable having outfits delivered
to try on at home, ordering food online,
surrendering the car keys and hopping on
a Zoom or FaceTime call to catch up from
the comfort of our couch.
But just because our world is connected
doesn't mean everyone feels a true sense of
connection. The one thing that can't be
overlooked is the power of relationships and
making those vital personal connections,
even when it's done virtually. That part is
up to you.
When it comes to the virtual consult,
while it does add convenience and has
become somewhat of a necessity at present,
it is not simply a point-and-click concept. It
takes thought, intention, care and often an
added level of commitment and service to
make it work in a way that makes patients
feel truly connected. Think of it as your
chance to give your patients the screen
time and spotlight they deserve, and use
your knowledge, experience and passion
to make smiles go viral. ■

JULY/AUGUST 2020 // orthotown.com

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Orthotown July/August 2020

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