Framing: 3 Steps for New Patient Conversion
When we revamped our approach to new patient interactions, we did more than just create a New Patient Coordinator (NPC) position. We reimagined the entire experience of the first touchpoint with our office: the initial call. Too often in healthcare, new patients are met with a clichéd laundry list of biographical questions. This outdated approach wastes valuable time, as most of this information can easily be gathered through a form sent via text after the call. Our new approach focuses on efficiency and building trust from the very first interaction.
Here’s how we’ve reframed the process in three simple steps:
Step 1: Paint the Picture – Frame the Visit
The goal of the initial call is not to check boxes on a form but to convey a clear and compelling picture of what the first visit will look like. While we do collect minimal biographical information — just the name, phone number, and dentist’s name — our primary focus is setting expectations and preparing the patient or parent for a smooth and valuable experience.
Rather than using a rigid script, our NPC’s job is to naturally “frame” the visit:
Explain the flow of the visit:
“When you arrive, you’ll meet our Records Technician, Ali, who will take some photos, a radiograph, and a digital scan. You’ll then meet with one of our Treatment Coordinators, Nicole or Willow, who will discuss your goals and share information about our practice. Finally, Dr. Varble will review your records and provide treatment options based on your goals.”
This approach eliminates ambiguity and gives the patient confidence in what to expect, making them more likely to show up and follow through.
Step 2: Provide a “Typical” Fee Structure
Discussing fees during the initial call may seem unconventional, but it is an essential step in setting realistic expectations. Patients appreciate transparency, and providing a ballpark fee helps to weed out “shoppers” who are not serious about treatment.
How we do it:
“Every patient is different, and fees are determined on a case-by-case basis. That said, most people pay around $300 down and $200 per month.”
This approach normalizes the financial aspect of treatment without overwhelming the patient with details. By addressing fees upfront, we position ourselves as transparent and approachable while allowing the patient to envision how treatment might fit into their budget.
Step 3: Emphasize Convenience with Same Day Start
Time is a valuable commodity for our patients and their families. We respect that by offering the option of a Same Day Start (SDS), which eliminates unnecessary follow-up visits and streamlines the treatment process.
How we frame it:
“If Dr. Varble believes you are ready for orthodontic treatment, you can eliminate future visits and get started the same day as your exam.”
By framing SDS as a benefit to the patient, we emphasize our respect for their time while creating a sense of urgency and opportunity. Ending the call with a simple question, “How does all this sound?”, invites confirmation and further commitment.
Why Framing Matters
Framing the first visit is not about selling treatment; it’s about guiding the patient toward their own goals in the most efficient and effective way possible. By addressing expectations, providing transparency, and emphasizing convenience, we help patients visualize the path forward.
This method also weeds out those who are “shopping around” rather than seeking genuine solutions to their orthodontic needs. We’re not here to “sell” treatment; we’re here to deliver exceptional care and value. Doctors who believe they can “sell” people on treatment often let their ego interfere with patient care. Our goal is simple: to help patients achieve their goals and show them that our practice is the best place to do it.
By reframing the initial call, we’ve seen a remarkable increase in patient follow-through, satisfaction, and ultimately, successful treatment starts. Framing isn’t just a strategy; it’s a mindset. And it’s one that works.
