Life happens. We know. Sometimes we can’t avoid those little emergencies that overturn our world and leave us scrambling to catch up.
Canceled appointments seem to be on the rise, at least according to one survey. Follow-up appointments seem to be especially vulnerable to this phenomenon. The reason likely has to do with the economic environment. Many people are pinched financially and would rather put their money and time into other activities.
While it’s tempting to charge a patient for an appointment canceled at the last minute, consider how this looks from their viewpoint. Every time you’re late taking in the patient, they likely consider this a “missed appointment.” Should they bill you for having to wait an hour or more in the waiting room? If they showed up on time, and you’re late taking them in, how fair is it to charge them for the time you waited when no service was ever delivered? I know of some patients who have threatened to implement this kind of billing. That tactic on your part could lose you more than the one patient.
Consider this approach: If a patient cancels, have your office staff ask them if everything is okay. First of all, the concern should seem genuine. You’re here to help; not merely make a buck. Your attitude and the attitude of your staff make all the difference in the world on how the patient “perceives” the dental practice. Are you a friend or a foe? When your staff genuinely care and want to make certain that everything is okay in their world, the patient’s perception switches from “a business that’s merely trying to sell me on a service,” to “a loving caring clinic that wants to see me thrive.”
A canceled appointment is also an opportunity to engage the patient. Are they merely canceling because they view the problem as already handled? Is the follow-up merely a costly formality to them? Is there really a good reason for them to come back into the office, other than another opportunity for your practice to make more money? Is there a danger to skipping the follow-up? If so, clarify what that danger is. Don’t inflate it, but don’t avoid it, either. Inform the patient so they are better equipped to make a decision based on the best knowledge. Scaremongering will likely backfire. It seems that more and more of the public are taking the time to search the internet for answers. If you inflate the dangers in order to scare them into coming back, they may see through this and leave altogether. Dishonesty is not the best policy, naturally.
So, here’s the bottom line: Treat canceled appointments as a chance to build greater rapport with your patients. Treat these opportunities as a method for opening up a deeper dialog. Sometimes, such a conversation reveals the real problem. If they lost their job or their insurance, this gives you or your staff the opportunity to discuss payment plans. If the patient is saving their money so their child can get braces, count that as a blessing. You might even find a way to turn such a story into an award ceremony for “Best Parent of the Month,” or something similar. Their canceled appointment could result in greater exposure and more new clients.
