I HATE BEING MANIPULATED

Recently, I’ve noticed a trend, the modern version of “bait and switch” becoming more common. These nasty schemes lure one in with a promise, only to change the terms once the user has been “hooked”. While I’m not talking about politics, one could argue that we’re currently being baited. I hate being manipulated and prefer being the fisherman rather than the fish.

I thought I was immune to such schemes but have recently fallen victim to several. The first involved YouTube. As I began using it more, I realized that the length of the commercials that were interrupting my viewing became longer for the topics I found most interesting. And, as I continued watching a specific video, the ads embedded in them became longer as well. Arrrgh!  Of course, there’s subscription version but I prefer not to give Google any more of my money.

Then, there’s the New York Times, whose game “Wordle”, I play for free nearly every day as a neuroplasticity exercise.  A few weeks back, it began offering a new feature called: “read my analysis of today’s Wordle”, where you can see how your performance measured up to others and get tips on how to improve. Being a bit competitive, and always seeking to improve, I liked the feature and used it for a week or two. That is, until it stopped and became available only via subscription. I won’t give the NYT a dime either because of its biased reporting of Israel and leftist political bent. I now use an app.  So long NYT!

There’s a dental version of this “bait and switch” strategy promoted by a ‘consultant’ as part of a new patient acquisition process. The scheme is to NOT directly answer the “insurance” question many people ask on the initial phone call, but rather get people in the door by offering a “free” consultation.  Once they’re in the office, set the hook and wow them with the exceptional and friendly service. IMO, that’s Bait and Switch because the question was asked and not answered on the initial phone call or was deflected in a less than ethical manner.

I find that manipulative.

One of the reasons I became a founding member of the Cialdini Institute is Dr. Cialdini’s insistence on ethically using the almost magical powers of Influence. As a proud Fellow of the American Academy of Dentists, ethics and social responsibility have been hallmarks of my career. Bait and Switch schemes are abhorrent.

And yet, some dentists now find themselves in a pickle. They signed up with PPOs in an effort to build their practice. They might have joined as a matter of social conscience to better serve the community or a specific group. I know someone who accepted UFT’s insurance because their spouse was a teacher.  But now, with the exponential rise of staffing, laboratory, supply, and other costs, the squeeze of profitability is becoming unbearable.

Faced with the options of seeing more patients, faster, expanding hours, or compromising care, many dentists are seeking to drop their participation in insurance. How can that be done without appearing to be unethical or callous?  After all, when originally accepting that patient, an implicit agreement was made; “We’ll accept your insurance.”  How can that agreement be ethically changed?

The answer lies in just telling the truth.  It involves educating people (and referrers) about the significant limitations many insurance companies and other third-party payers like Medicaid and Medicare place upon the care you wish to deliver and the results they wish to receive.

The best way to communicate that is via a story. Most physicians appreciate the matter, as it is a significant contributor to the viral epidemic of physician burnout.  Ask any physician if they’d recommend that their children become a physician, and the majority would say “NO”.  Many used to say instead,“become a dentist”, but that’s in the process of changing as dentistry is following the path our physician colleagues have blazed to their regret.

We all have stories of patients who declined the best care for financial reasons only to require more expensive and extensive treatment down the road.  We know the tremendous, long-term benefits of preventive dentistry that most insurers fail to adequately cover.  We’ve seen the impact that “practicing insurance” rather than practicing excellent, comprehensive care can have, which includes more time, more cost and even more pain for the patient.  We see it but the insurance carriers neither sees it nor feels it, as they focus on exorbitant CEO salaries and shareholder dividends.

While that might not be the intended consequence of mangled care, it is the reality. And that reality should be communicated to patients (and referrers) if and when a decision is made to not join a network or leave one.

When patients are given the option, and should the story you’ve told resonate, they might opt to stay with the practice. And should they choose to go elsewhere, give them an open invitation to return.

The Physician burnout virus is real. It can easily jump species.  When agreeing to accept insurance, be careful what you sign up for.

Michael

P.S. Want to learn to become a Practitioner of Ethical Influenceand get certified by the Cialdini Institute? Want to learn how to ethically answer the insurance question on the phone correctly? Want to get resources to help give patients an exceptional experience that will set your practice apart? Take your practice to the next level by joining The Liberated Practice.