Fearing change

22 July 2013
Volume 29 · Issue 7

Moving payment plan provider doesn’t have to be a stressful experience.

For various reasons change is something many people resist. It may be because they find it difficult to move away from a familiar routine, fear the unknown, or are concerned by the possible repercussions. However, change is inevitable, and in some cases postponing decisions can prove to be very costly indeed.

One of the most obvious examples of people’s resistance to change is in the banking sector. Customers tolerate poor service and expensive charges because they imagine the changeover process itself will be full of aggravation. They want to change, but the perceived problems are too great for them to actually make the move.

Evidence of this can be found in research conducted last year by YouGov, Henley Business School and Ovum, which found that 14.1m customers would be more likely to switch banks if they thought it was easy to do so. According to the poll, 38 per cent of high street bank consumers have never switched their main current account. Some 65 per cent of those questioned believe banks are failing to improve customer service, yet despite this perception they remain loyal to their banking provider.

The same can be said for some dental practices in regard to their dental plan administration. Some practices think that changing provider will be a laborious task, which may not result in any tangible benefits. But, with the right support and guidance this needn’t be the case.

Bank Cottage Dental is a private practice located in Thornbury, near Bristol.

Practice manager, Teresa Witchell explained, “After trying and ultimately failing to negotiate a better administration rate with our previous providers, we decided that switching was our only option. It was not a decision we took lightly and we considered our options very carefully as we thought the transfer would cause a huge amount of disruption; both internally for our team and externally for the patients.

“We eventually launched our practice-branded DPAS plan in 2012 and the reality of the transfer couldn’t have been more different from that which I had imagined. It was smooth and hassle-free. Not only were we impressed with the service and support provided before, during and after the transfer, but because DPAS is committed to keeping administration rates low, we were able to freeze our fees to patients for a whole 18 months.”

 

Support and training

When making such a fundamental change, practice managers need to be confident that help and support is available when required and this support was provided every step of the way by DPAS practice consultant, Tracy Webb.

Teresa explained, “When we joined, Tracy ensured that the whole team understood the plan and felt comfortable and confident in recruiting patients. As part of our training, Tracy joined us for a week and advised us how best to inform patients about the change, and helped us transfer patients and complete the paperwork. It was very encouraging to know that someone who was completely familiar with the technical details of the plan was always on-hand. With the help and support we received, we were able to complete a very quick and successful transfer.

“Since the initial launch, we have received continuous support in the form of regular visits from Tracy and phone contact with our dedicated customer service advisor. We recently recruited a new member of staff and Tracy immediately made arrangements to visit so she could explain the plan to them. These personal elements of customer service in particular have made us extremely happy with our decision to switch providers.”

Bank Cottage Dental has attracted over 100 additional patients to their plan since the transfer.

 

Practice building

Creating a practice-branded plan has not only proved to be a money-saver, it is also a practice building exercise. At their regular meetings, Tracy and Teresa set targets that encourage the recruitment of more patients to the plan, and this approach has helped to motivate the practice team.

“The targets have helped strengthen our team morale and they offer the encouragement we need. We are delighted we made the change. It’s worked out well for the good of the practice, the team and ultimately, our patients. Change can be daunting and many people are uncomfortable when faced with the prospect, however if the process is managed effectively, it can be very beneficial.”