Effectively Communicating the Benefits of Dental Implants
By Dr. Edmond Bedrossian

It is no longer specialists holding seminars to convince the restorative dentists to incorporate implants in their treatment planning.  Nor is it the restorative dentists wondering how they can persuade their patients to accept implant treatment.  It is the patients who are asking their dentist for implants before the dentist has had a chance to present all treatment options.  In this series of articles, the surgical and prosthetic criteria will be presented in order to demonstrate the inseparable relationship of the two disciplines, in effectively communicating and treatment planning implant dentistry for your patients. 

I consider the why we do things the key to a predictable outcome.  The how we do things is also important.  Predictability is a result of understanding the why in treatment planning.  It is also important to define competency as it relates to understanding implant dentistry.  I believe that competency in implant dentistry begins with committing to a philosophy.  Choose whomever you feel has scientifically studied and reported on the surgical and prosthetic biomechanics as it relates to implant dentistry, but choose someone!

Some of our colleagues feel that they cannot sell implants.  Implants sell themselves.  Most patients make their decision based on the Perceived Value.  How we relay the perceived value is an important issue and worthy of discussion.  In my experience there are two simple elements that make it difficult to relay the perceived value.  One is the lack of comprehensive knowledge by the surgeon or the restorative dentist.  The second issue, is the difficulty the surgeons, the restorative dentists and/or their staff has, in presenting the multi-thousand dollar treatment plans.  To overcome these two obstacles is simple.  You and your staff have to truly believe that implant dentistry is the best treatment option for the patient.  Patients can sense very quickly whether they are talking to someone who is unsure of what they are presenting to them.  Patients also pick-up on the salesman approach.  If the material is presented in a simple, comprehensive, non-threatening and complete manner, perceived value is immediately and automatically established.  The only way you can create this environment is if you believe and know your material inside and out.  I recommend implants to patients not because I enjoy performing the procedure or that it is a high ticket procedure, but because I believe it to be the best treatment option for the particular situation.

If there is one reason why implants are superior to any other modality of treatment planning, it is that implants preserve the alveolar bone.  This one fact can very easily establish the perceived value.  So how do we relay this to Mrs. Jones?

The conversation should go like this: Mrs. Jones, our jaw bone is really two bones stacked on top of one another.  This block of bone around the teeth exists only to house teeth.  Once the teeth are removed, the bone starts to narrow and then shorten.  This is very similar to a leg muscle shrinking while it has been in a cast.  The bone exists only because when you bite, the forces are transferred into the bone through the roots of the teeth.  An implant simulates the roots of teeth and allows the same type of internal loading of the bone....  Now stop.  Evaluate if Ms. Jones actually heard this simple and yet comprehensive presentation of the advantage of implant dentistry over tooth dentistry.

This simple presentation of the alveolar biology is what establishes the perceived value.  Most patients would not agree to allow their body part to waste away.  However, one should not be so eager to establish the perceived value by bad mouthing the alternative treatment options such as, no treatment, a removable appliance or a fixed partial denture.  Every treatment option has its own risks, benefits and alternatives.  Our responsibility is to present the options as comprehensively as possible to our patients.

Another important issue to consider is the cost.  You should not be apologetic about the cost.  Once again, it is easier to present fees confidently if the person presenting the fees believes in the treatment.  Do not judge the book by its cover.  I do not recommend the doctor presenting the fees to the patient.  It is advisable to have a well-trained Office Manager and or Implant Coordinator to present the fees.  Patients feel more at ease discussing fees with office personnel than the doctor.  The person presenting the fees to the patient has a better opportunity to discuss payment schedules and financial arrangements.

Implant dentistry is not tooth dentistry.  It is a wonderful treatment option.  It allows the restorative dentist to rehabilitate the patient's oral health as close to natural dentition as possible.  The rehabilitation is not only esthetic but biomechanically stable with long term predictable results if treatment is planned properly.

If you received this e-mail in error or would like to be removed from our database please call Dr. Gilbert at 909.982.8888.

The content of this Online Practice Newsletter is presented in summary form, is general in nature, and is provided for informational purposes only. The content is not intended to be relied on for medical or dental diagnosis or treatment, nor are the contents to be considered either as medical or dental advice. No representation or warranty of any kind, either express or implied, have been made as to the completeness, accuracy or reliability of the information provided. The publisher, authors and others involved with the Online Practice Newsletter do not assume any liability for the contents of any material provided and use of any information is solely at your own risk.