By: Thomas Mann

In the highly competitive dental industry, patient interactions play a pivotal role in practices’ success. With rising patient expectations and stiff competition among dental practices, offering above-average services alone isn’t enough to ensure growth. 

Understanding this dynamic, Joshua Lingerfelt, founder of Case Conversion Institute (CCI), has crafted a transformative approach to patient communication—the “Three E’s” framework. This effective strategy has been instrumental in increasing case acceptance rates and helping dental practices boost revenue while enhancing the quality of patient care.

What Are the Three E’s?

The Three E’s—Echo, Encourage, and Easy-Question—are rooted in the understanding that patients make decisions based on emotions — even when they think they’re being logical. 

Dental practices that master this framework can effectively communicate with patients despite high emotions. 

This can ultimately lead to stronger relationships, better outcomes, and higher case acceptance rates.

• Echo

The first E in the framework is “Echo,” which involves reflecting the patient’s concerns back to them to validate their feelings. 

Patients often arrive at a dental practice with fears, anxieties, or confusion about their treatment options. By echoing their concerns, the treatment coordinator or dentist demonstrates active listening. This can make the patient feel heard and understood.

For example, if a patient expresses concern about the cost of a procedure, a coordinator might respond with: “I understand that the cost is a big concern for you right now.” 

This small act of validation helps to build trust and opens the door for a more meaningful conversation about solutions.

• Encourage

The second E stands for “Encourage.” Dental professionals can further address the patient’s concerns by displaying a deeper understanding of the benefits of the proposed treatment. This encourages the patient by reassuring them and providing insight into how the procedure will improve their quality of life. 

For instance, in response to a patient’s fear of tooth loss, a dental professional might say: “I know how important it is for you to keep your natural teeth. The treatment we’re recommending will help you do that and ensure your smile stays healthy and strong.” 

By connecting the procedure to the patient’s personal goals, the practice reinforces the emotional and logical reasons for proceeding with the treatment.

• Easy-Question

The final E, “Easy-Question,” aims to boost the patient’s confidence by presenting them with an easy, affirmative question that guides them toward a positive decision. Encouraging patients doesn’t necessarily mean pushing them into a decision. Rather, you’re giving them the emotional support they need to feel good about moving forward.

An example of an “easy question” is: “Would you like to stop living with this pain?” 

Most patients will instinctively say “yes,” setting the stage for a productive discussion about the next steps. This method moves the conversation forward without creating pressure, allowing the patient to feel in control of their decision.

A Framework for Success

Joshua’s Three E’s framework goes beyond traditional objection-handling techniques. It bridges the gap between logic and emotion, enabling dental practices to address patient concerns holistically. His coaching sessions, which include role-playing and real-time feedback, teach dental teams how to implement this approach effectively.

Joshua recalls a specific case in which a dental practice in Pennsylvania struggling with case acceptance adopted the Three E’s framework and saw immediate improvement. 

In another instance, a treatment coordinator in the Los Angeles area was initially reluctant to offer financing options for high-ticket procedures. They began using the Three E’s and saw an increase in production. 

By shifting the conversation from price to value and emotional benefit, the coordinator was able to close more cases and increase patient satisfaction.

Practical Application

Implementing the Three E’s isn’t limited to patient consultations. 

Joshua encourages dental teams to take this framework home and use it in everyday interactions. As he puts it, “If you can use the Three E’s to persuade your kids to go to bed on time, you can certainly use it to help patients make decisions that improve their oral health.”

By consistently using this framework during patient interactions, dental practices can achieve higher case acceptance rates, improve patient relationships, and potentially increase revenue. It works on the phone, in person, and even during follow-ups.

The Future of Patient Care

Success in the dental industry is no longer centered on offering the latest technology or cutting-edge treatments. Understanding patients’ emotions and providing personalized care also plays a huge role. 

Joshua’s Three E’s framework offers a simple, effective way to build stronger connections with patients and encourage positive treatment decisions. Practices that adopt this model see improvements in their case acceptance rates and foster a culture of empathy and trust within their team.

As Joshua Lingerfelt explains, “It’s not just about selling treatments; it’s about making sure patients feel good about the decisions they’re making. When you do that, everyone wins.”

Published By: Aize Perez