Good doctor-patient communication helps to find and solve patients' problems, helps to improve the efficiency of clinic operations, and improves patients' best results. However, traditional doctor-patient communication is obviously unable to meet the current development of the medical industry, so we need to upgrade from traditional doctor-patient communication to consultant communication to adapt to market competition and form our own soft power.
1. Traditional doctor-patient communication
There are three main ways we commonly use traditional doctor-patient communication:
1. Paternalistic communication
Features: Imperative + Intimidating.
Usually the communication structure is: you have to xxxx, or you will xxxxx!
For example, if you have a missing tooth, you must have a dental implant, otherwise it will affect other teeth and eventually lead to a healthy whole mouth.
2. Modern Buddhist communication
This mainly appears in the group of young doctors, most of whom only stay and make statements, only focusing on the symptoms and materials, and do not pay attention to the needs and emotions of patients. Moreover, giving the choice to patients leads to a low transaction rate and low customer orders, which ultimately leads to the inability to reflect the value of doctors, support high-quality services, and provide the most suitable solutions for patients.
Features: Directly give the choice to the patient.
For example: This tooth of yours has a tooth decay. (just stating the problem).
There are 99 yuan, 168 yuan, and 468 yuan for filling materials, which one do you choose? (Without introducing the characteristics, advantages and disadvantages of the material, it is directly up to the patient to decide).
3. Salesmanship communication
Sales-style communication creates patient anxiety and sells products with high customer orders to patients without paying attention to the needs, actual situation and values of the other party, which can easily lead to excessive medical treatment.
For example, this implant is imported from Switzerland, although it is a bit expensive, but it can be used for a long time.
2. Consultative communication
Doctor-patient consultant communication is a patient-centered communication method in which doctors act as consultants for patient health management, helping patients understand their health status, diagnose diseases, formulate best plans and solve related problems. This style of communication emphasizes the active participation of the patient and the doctor's overall responsibility for the patient.
Therefore, when communicating with doctors, they must first position themselves as the patient's health consultant, and then evaluate them according to the patient's needs, prevention concept, patient budget and other dimensions to seek a reasonable solution for the patient.
1. The underlying logic of consultative communication
(1) The logic of the diagnosis and treatment process as the benchmark:
Before diagnosis and treatment -- during diagnosis and treatment -- after diagnosis and treatment
Before diagnosis and treatment: Enhance the intention to visit and build a sense of trust.
Diagnosis and treatment: diagnosis and treatment experience, diagnosis and treatment services.
Post-diagnosis: postoperative follow-up and maintenance.
In these three process nodes, we need to study the psychology and needs of patients from their perspective, and provide satisfactory communication services and diagnosis and treatment services.
(2) Business-based logic
Since Uncle Mad is in the dental industry, let's take the dental business process as an example:
Establish trust--- explore needs--- plan recommendation--- communicate and coordinate--- plan determination--- medical services--- postoperative maintenance
Build trust
Before building trust, we need to use our knowledge system, thinking mode, and logical way to analyze the patient's personality and patient attributes, and develop a communication strategy.
Tap into demand.
Many dental institutions have not yet adopted oral scanning. In fact, oral scanning is conducive to the examination of patients, helping them to find problems, find out the symptoms, and give them explanations, and make a reasonable plan.
Recommended solutions
According to the patient's condition and budget, a reasonable plan is made, and it is visually displayed to the patient.
Communication and coordination + plan determination
If there is an objection, actively communicate with the patient to find the real cause of the objection and deal with it.
Doctor visits
The service details and technical safety should be paid attention to in the medical service.
Post-operative maintenance
Different projects have different return visit plans and conversations.
Through the underlying logic of these consultative communication, the goal is to create the effect of high transaction, high satisfaction, high repurchase, and high referral.
The basic core of consultative communication is to communicate with the patient's values and needs, so as to develop a diagnosis and treatment plan that satisfies them.
A classic example of the dental industry:
There is a patient who goes to see a dentist, and the doctors in many institutions recommend that he have it removed, because the cost of this tooth is much lower than the cost of retaining this tooth.
Later, after communicating with him at a doctor's institution, after knowing his thoughts, he was given a dental **, and the patient was very grateful to this doctor and gave the doctor a pennant.
I believe that the institution that recommended his tooth extraction also thinks from his point of view, in fact, most doctors have very positive values.
When we know that the patient cares about the determination to keep the tooth and is willing to pay the cost, we can satisfy him. Therefore, the doctor in the latter institution communicated more deeply and understood this need.
Consultative communication is more about seeking solutions to problems with patients, and finding a suitable balance between their own expertise and the needs of patients.
With the blessing of professionalism, we must learn to build trust with patients with love and warmth, which is the most important element of consultative communication. That's why some doctors who are very skilled but have very weak communication skills are willing to make very few referrals and repeat purchases.
Medical trust is built by professional depth and service temperature.
The communication between doctors and patients is not only limited to the communication of symptoms, but also can be treated like a friend. Through this form of communication, the patient's nervousness and fear of the disease can be reduced, and the doctor's intimacy can be felt, and trust is slowly and invisibly established.
Then gradually inquire about the chief complaint, oral history, diagnosis and treatment history, hygiene habits, social relations, etc.
We must avoid only talking about the program, which is the core, and it is also the patient's understanding of the value of the program, and it also reflects the value of the doctor.
This is conducive to the patient's deep understanding of the doctor's technology and the value of consumables, so that they can have a clear understanding of the composition behind the first and more acceptable
Therefore, the consultant communication method will be much more complicated than the traditional communication path, according to the specific patient situation, to develop different communication strategies, go deep into the patient's heart, so as to achieve the resonance of communication and build trust between doctors and patients.