Good / Better / Best
The next important milestone that happens during a patient appointment is to provide the patient with a Good / Better / Best treatment plan and quote.
*For surgeons, you won’t provide the quote, of course. But you still setup and present the concept, as the PCC team will present your Good / Better / Best quote.
The spirit behind Good / Better / Best is simple… as providers, we should not “trust our instincts” and presume to know the degree of change patients are ready to make (or what they are able to spend.)
Therefore, we provide a wide spectrum of life-change for them to select from.
Let’s go to the dentist…
To illustrate this point, imagine you’re are at the dentist office and they asked you, “Specific to your smile… When you think about things like teeth whiteness, gum health and your bite, how would you rate your happiness with it on a scale of 1 to 10?”
Let’s say you rate your smile as a 6, because you feel your teeth are a little too yellow. In this instance, the dentist has near infinite combinations of treatment they can select from… toothpastes, strips, gels, etc.
Let’s imagine two scenarios…
Imagine if the dentist only presented you with one solution, because she assumed to know how white you wanted your teeth to be, and how much you were able to afford… or maybe even based on how much she could afford. Offensive and hardly helpful.
She starts rattling off dozens of ways you could improve the whiteness of your teeth. Somewhere in there you hear words like opalescence, tetracycline, and hydrofluorosilicic. You nod along, trying to follow. But by the time she is finished, the best you can come up with is, “I’ll think about it and let you know.” Frustrating and hardly helpful.
We are at risk of both of these scenarios happening in our our treatment rooms each and every day, which is why we created our simple Good / Better / Best cards.
Good / Better / Best Cards
Instead of the two scenarios above, what if your dentist handed you a simple card and spoke in plain language to you?
“When it comes to teeth whitening, there is a spectrum of change. The further we go down that spectrum, the greater difference you’ll see in your teeth. So let’s talk through three options…”
“If you do nothing else, I’d strongly recommend you switch to our Brighter Smile toothpaste. It has tiny menthol crystals in it which safely polish and brighten your teeth 2 to 3 shades.
You could also combine the toothpaste with our medical-grade whitening strips to get 4 to 5 shades brighter. Or, if you want 7 to 8 shades whiter, we can combine the toothpaste with our in-office peroxide bleaching.”
Talk about zero-pressure and helpful! You have given the patient a clear path to different levels of change, and they are empowered to decide the price-point for themselves.
P.S. Presenting this spectrum of change is also the perfect moment to educate your patient at a level you haven’t done thus far! As an example, surgeons might show patients how a little liposuction in the armpit area compliments the appearance of breast implants.