In working with practices, we consistently find that doctors misunderstand their role in the treatment presentation process. Let me explain. Consider the typical doctor/patient scenario. The doctor diagnoses treatment for the patient and, in his/her mind, thoroughly explains why the patient needs the treatment and what the doctor is proposing. From there, the patient is dismissed and goes to the front desk to schedule the next appointment for treatment. Or so the doctor thinks.

At least 7 out of 10 times, the front desk employee becomes the default treatment presenter. The patient goes to the front desk where the phone is ringing and other patients are checking in/checking out, and they start asking questions about the doctor’s recommendation. The patient sheepishly looks at the business employee and says, “I didn’t want to sound stupid, but I didn’t really get what the doctor was telling me. Could you please explain this to me? Now why do I need this bridge? How’s this going to work? How much is this going to cost me? Do I have to do this now?”