Hazel Adams suggests practice staff should always be courteous – whatever the circumstances

Dental patients expect to be treated with respect – as we all do in any consumer-business dynamic. Goodwill and courtesy go a long way in establishing and cementing long-lasting relationships as well as averting any issues that may give rise to a complaint.

In a 21st-century world, where dentistry is often driven by the multitude of expectations and demands from patients and regulators alike, it is easy for teams to feel somewhat overwhelmed by the sheer amount of work required to ensure a practice runs swimmingly. In some cases, it may even impact on our basic manners.

Simple social etiquette can make or break a first impression – and, even once a relationship is formed, on-going respect and compassion is essential in building upon solid foundations and instilling patient confidence in the dental team at each and every appointment.

In essence, the way in which we communicate in dentistry can make the difference between a happy patient and one who quickly loses trust. And, should you have the misfortune to attract a complaint, well-observed language and behaviour will also help to resolve things quickly rather than allow it to escalate.

Of course, whilst we all know that a complaint doesn’t make for good morale within a team, whatever the circumstances, it is always important that dental professionals remain exactly that – professional.

A positive handling of a complaint rather than a defensive one will help to ensure better outcomes. Additionally, if matters do escalate,time should be set aside to reflect and learn as a team. The following area few more ways dental teams can demonstrate respect, empathy and understanding in their communication with patients:

1. Speak in layman’s terms

You owe it to your patients to communicate effectively. Whether it is when welcoming them into the surgery, discussing treatment protocols, managing their expectations or offering clarification on their care, teams should always apply the KISS (Keep It Simple, Stupid) principle. In effect, speak in plain English, aim to avoid using clinical terms ordinarily reserved for colleagues and always check that what you have discussed with the patient hasbeen understood

It is very important that patients are provided with written information in the form of a treatment plan that is also in layman’s terms in order to obtain valid consent.

Take the time to explain the proposed treatment clearly and confirm the patient’s understanding of what will take place.

Teams should also take into consideration that the patient may have physical challenges in their communication – to do with sight or hearing, for example – or perhaps English is not their first language. Be sure to make adjustments accordingly.

If both parties are speaking a different language, not only is there a risk of the patient not understanding enough to fully having consented to the treatment, there is also a possibility the dental professional has not totally understood what the patient requested. If in any doubt, it might be prudent to consider using a professional interpreter to ease communication and avoid unwanted negative outcomes.

If available, provide the patient with a hand out about any treatment discussed. Consider having your practice leaflets translated into a number of commonly used languages.

You can also direct the patient to a national body that can confirm the information provided or give further details.

Organisations such as the Oral Health Foundation or Association of Dental Implantology, for example, offer impartial advice and are considered ‘safe places’ online with pages dedicated to helping patients source the correct information about their dental treatments.

2. Your body language speaks volumes

Without words, people are able to read one another by non-verbal communication. In fact, it accounts for a remarkable 75-80% of how we interpret what others are (or aren’t) saying. Both the dental professional and the patient will have an internal dialogue that quietly analyses what each other is saying – from the tone of voice to the body language and facial expressions.

It is therefore important to understand what messages our body language conveys – smile, make eye contact, appear attentive and demonstrate that you are listening.

In an environment where senses are heightened and where there might be anxiety, it is important to minimalise the risk of miscommunication.

3. Hanging on the telephone

Whilst patients cannot read your body language when ringing in to the practice, they can pick up on nuances of inattentiveness and poor service. Whilst being polite is obviously important, you also have to convey active listening and positivity in your voice, so aim to always sound enthusiastic and helpful. Whilst this can be challenging – particularly if there are other patients waiting to talk to you across the reception desk – it is important. There is nothing worse than speaking to someone who is seemingly otherwise preoccupied.

If a caller has been put on hold, apologise for keeping them waiting. It not only help a patient feel comfortable during a conversation, it can also encourage them to have confidence in you and trust in the practice as a whole.

4. And should a patient have a concern...

First of all, acknowledge their concern and aim to resolve it within the practice. Often patients just want to be heard, their treatment corrected or their money back and it often goes away if handled well. However, should it escalate to a complaint then offer an apology and a practical solution – remember, an apology is not an admission of liability.

Remain polite and demonstrate consideration in the language you use, your facial expressions and in your body language, or non-verbal communication.

Consult with your indemnifier as soon as a complaint is received – and prior to sending your initial response. Your indemnifier is best placed to provide you with appropriate advice and support including help with drafting a written response.

Give a timescale as to when the patient will receive a full response. General guidance is within 10 working days.However, this may not always be possible due to factors such as the need for further information or time to consult with your indemnifiers.

Some corporates also have their own timescale for dealing with complaints, which should be communicated as part of their complaints handling procedure. Comments such as you will receive a response in due course or shortly are not helpful, provide a timescale and ideally a date.

Ensure that the date given for a response is adhered to and, if you are unable to meet the original timescale stated, provide the patient with an update.

All points raised must be addressed in your response and also include details of the practice complaints procedure to follow if the patient is still dissatisfied.

Keep accurate records – full details of the complaint, when received and any further correspondence exchanged in relation to this.Do remember that the whole dental team must be aware of the practice’s complaints handling policy and a consistent message should be given to patients. Once the complaint has been resolved, this is a great opportunity for you to share learning with your colleagues, which could prevent the same situation arising.

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