Jason Tierney
Editor-in-chief
SLEEPING WITH THE EDITOR
Along with technical mastery, it is im-
perative to build your communication
skills. In fact the key to a successful dental practice, one that allows dentists to
use their technical ability to their greatest potential is the ability to communicate.” – L.D. Pankey
The Dental Sleep Medicine Insider
[email protected]
314-882-7746
the key to
[ s u c c e s s ] ...
is the ability to
communicate .
If so, you’re not alone. I’ve heard each
of these so many times, they’re virtually tattooed on my brain. The issue isn’t
insurance or home testing. The issues
are communication, trust, and expectations.
Every reader has the first part of Dr.
Pankey’s quote perfected. You know
how to ensure perfect margins, build a
smile with the perfect VDO, and deliver
a sleep apnea device that isn’t too tight,
isn’t too loose, and doesn’t impinge the
soft tissue. You are the expert.
It’s the second half of Dr. Pankey’s quote
that is typically lacking and it’s particularly glaring as it pertains to Dental
Sleep Medicine (DSM) implementation.
I’ve heard the following quotes innumerable times:
“When I talk to my patients about sleep,
they don’t want to hear it. They’re here to
get their teeth cleaned.”
“After I screen them and tell them they
need to get a sleep test, they tell me
they’ll think about it.”
“The patients are interested in treatment
until I have to discuss the financial aspects with them.”
“I came back from the course pumped
to implement DSM but my team says this
won’t work in our practice.”
Do any of these sound familiar to you?
The key to overcoming each of these
issues is clear communication. It’s paramount to communicate clearly, to set
expectations, and then over-communicate. Unfortunately, this isn’t an exact science that can be measured in
tenths of millimeters. It requires a level
of comfort with ambiguity and uncertainty. There are a lot of dots and there
isn’t necessarily one definitive way to
connect them all. We’re dealing with
people, with expectations, with frames
of reference. It’s so important that you
and your team adopt a consultative approach. Empathize, Discover, Advocate,
and Support. This can be learned and
it will help you communicate more effectively, not just as it relates to DSM or
even dentistry, but in all facets of your
life.
If you want to know more about this,
please let me know. If the response warrants it, I’ll cover each of these 4 pillars
of consultative communication in subsequent issues. As a result, you will gain
more trust and increase your case acceptance. Trust me.