In order to enroll enough members to create a viable DPC practice, physicians and their staff often grapple with the challenges of taking on the unfamiliar role of the salesperson. Whether you are about to convert your practice or you are post-conversion and want to grow your numbers, across the board the #1 biggest obstacle to enrolling members is how you and your staff respond to the prospect’s crucial first question: “Do you take my insurance?”
1) DON’T say: “No.”
Whether you take their insurance or not is the patients primary concern, so once they hear “no” it’ll be hard for them to hear much else beyond that point.
Instead, DO say: “We can certainly see you in our practice. We’re able to see all patients, regardless of the insurance they do or don’t have (including Medicare)”.
Engaged with language like this, the prospect’s mind is still open and they are more likely to hear whatever you say next. In fact, they may be curious to hear more, since they did not get a “yes” or “no” answer.
2) DON’T say: “We don’t bill insurance; instead our patients pay a membership fee.”
Most of us pay very high premiums for our insurance, so we want to feel it’s a worthwhile, valid investment. It’s easy to understand why the patient wants to use insurance they’re already paying for.
Instead, DO lead with the explanation: “Our practice is different than most others in that we keep it very small to have time with our patients so that they can get (insert your Value Proposition here). We’re able to provide this level of service by having our patients pay a monthly membership fee.”
In this way, you explain the VALUE, and avoid getting into a non-productive conversation about not using one’s insurance.
3) DON’T talk about insurance any longer than a brief moment.
Patients will get bogged down unnecessarily in how insurance does or does not work in the membership model.
Instead, DO briefly explain: “We are simply choosing not to get reimbursed by insurance companies so we can focus on working directly with and for our patients. You’ll still want to keep your insurance for everything else (i.e. services outside the office such as labs, testing, meds, and specialist, ER and hospital visits).”
Then circle back to talking about value, by saying something like, “Our practice model allows us to provide much more than what is normally covered by insurance. The added bonus is that you get just about all of your primary care taken care of, in addition to all the benefits that come with membership.”
Being mindful of the patient’s perspective and shaping the conversation in a positive direction will help a prospect listen—and be open to—the value your practice might offer them. If you put pointers like these into use, you just might find selling gets much, much easier.
Do you know a physician who is struggling to grow their practice?
Please share these important tips to help them turn more callers into members!
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Latady Physician Strategies, LLC helps physicians convert to and grow Concierge, DPC and Hybrid practice models that allow them to treat their patients the way they want to be treated, while rediscovering their enjoyment in practicing medicine.
Call or email me with your questions about exploring and transitioning to Concierge or Direct Care medicine.
781.275.1415
