When audiologists approach me about improving their treatment acceptance rate, one of the first things they want is better scripting.

Makes sense, right?

After all, if you say all the right things, surely it will make patients want to work with you...

And to a certain extent they're not wrong. You can absolutely shoot yourself in the foot by using ineffective scripting and communication techniques.

But what if I were to tell you that there's a significantly more important element in the success of your consultations?

Wouldn't you want to spend your time focusing on the area that has the biggest impact?

The 7% Rule

A handful of studies in the 1970's led to a breakthrough in our understanding of effective communication.

These studies looked at the impact of inconsistencies between body language, vocal tone, and the spoken message.

They found that communication is 55% body language, 38% tone of voice, and that the words we use only contribute 7% of the understanding of the message being delivered.

 

What does this mean for us and our communication with our patients?

Words matter, but how you say them matters a lot more.

So if you don't make good eye contact, if you shift in your seat when you discuss prices, or if your vocal tone is weak and unconfident, you're sending your patient the wrong message.

You could be saying all the right things, but how you're saying them can still undermine trust and confidence.

Nail Your Non-Verbals

Maybe you're thinking that you do a good job with your non-verbals.

You might believe that you come across confidently, and that your body language reinforces patient trust.

(Or maybe you're pretty sure this isn't a strength for you)

Here's the bad news:

There's only one way to find out.

You need to record yourself.

Could be in a role-play scenario.

Or you could get a waiver from patients to record your sessions for training purposes (consult your healthcare attorney to make sure you're on the right side of HIPAA).

Now review the tape.

• Was your vocal tone confident, clear, and appropriate for the context?
• Did you maintain an open, attentive posture?
• Did you maintain eye contact in a way that was respectful and engaging?
• Did your facial expressions align with the patient's message and show attentiveness?
• Is your appearance professional and well-groomed?
• Did you follow best practice scripting and spoken communication principles?

This can feel overwhelming, but it's actually simple:

Focus on improving one thing at a time.

Small changes add up.

I've been working with one of my clients on confidently transitioning into presenting treatment solutions.

This week she told me, "All I did was focus on projecting confidence through my voice, and every patient I've talked to since has said yes!".

Building effective communication skills takes time and practice.

If you make this a weekly exercise for you and your team, you'll experience incredible growth and improvement in a relatively short amount of time.