When was the last time you actually listened to a full day of recorded phone calls coming into your practice? Not just assuming things are fine, but really listening? If the answer is “not recently” or “never,” I have a warning for you: you are in for a rude awakening.

Your phones are either your practice’s most powerful growth engine or its biggest leak. There is no in-between. Getting this wrong is actively costing you patients and revenue. Getting it right is the foundation of a successful, less stressful practice.

Let me share a story from my own startup that still makes me cringe.

The Voicemail That Changed Everything

Years ago, my new practice felt slower than it should have. New patient flow is the lifeblood of a startup, so I finally started digging into our call recordings. What I found made me physically sick.

My team member—a great, clinically knowledgeable person—fundamentally misunderstood her primary purpose on the phone. Her goal seemed to be everything except getting patients efficiently into the schedule.

One patient’s journey was heartbreaking. An older lady called, clearly in distress.

1. First Call: Nobody answered. She left a message.
2. Second Call: She was persistent and called back. The call dragged on for ten minutes without my team member once proactively offering an appointment. The patient finally had to ask, “Could I please come in?”
3. Third & Fourth Calls: After her exam, she called us back—twice—trying to schedule the treatment she needed. We failed to follow up effectively.
4. The Final Voicemail: Listening to this was devastating. It was this sweet, defeated woman, almost in tears, saying, “I just don’t know why no one wants to help me.”

I played this entire sequence for my team. The reality of those calls was so horrific that no lecture was needed. Everyone in that room wanted to crawl under a table. And these were good people. This is why you would likely be shocked at what’s happening on your own phone lines right now.

Stop Running an Info Hotline. Start Scheduling Patients.

You cannot expect your team to magically invent a great phone process. It is your responsibility as the leader to provide a clear, structured system.

Many front office employees mistakenly believe their job is to run an informational hotline, answering every possible question about fees, insurance, and procedures. This is a horrible mentality.

Their primary, number one, non-negotiable job is to get patients into the schedule. Full stop.

Does that mean they ignore questions? No. It means they address the barrier, then immediately pivot back to scheduling. That is their entire mission.

The “No Screening” Rule and a $5,000 Cash Case

Crucially, you must train your team not to introduce new barriers. Their job is not to be a gatekeeper who screens callers to find the “perfect” patient.

My rule is emphatic: Do zero screening over the phone. Get people in the door.

Just the other week, a team in one of my offices was pushing back on this, specifically regarding a state dental plan they didn’t participate with. Their habit was to hear the insurance and immediately refer the caller elsewhere.

I instructed them to change their script:

“Just so you know, we aren’t in-network for that plan. However, we have lots of patients with that same insurance who choose to come here because they find our fees are very reasonable and they love the quality of care. We offer [mention a key benefit]. I’d love to schedule your initial exam so you can see if we’re the right fit for you.”

The next week, the office manager came to me, grinning. They had used the new script with four callers on that “bad” insurance. All four scheduled and paid cash for their new patient exam.

She wasn’t done. “And one of those four,” she added, “is coming back tomorrow to pay $5,000 cash for four crowns.”

The lesson is powerful: Stop screening. Start scheduling. Demonstrate your value once they are in the chair.

Your New Phone Call Framework

1. Scripted Opening: Consistent and professional. “Thank you for choosing [Practice Name], this is [Name]. How can I help you?”
2. Primary Goal: Address barriers, then immediately pivot to scheduling.
3. Ask About Family: Once scheduled, always ask: “Is there anyone else in your household who might be due for an appointment?” This is a massive source of new patients.
4. Build Value: Get them excited about their decision. “You’re going to love Dr. Smith! He’s fantastic, and I know he’ll take excellent care of you.”
5. Confirm & Close: Clearly restate the appointment details.

If you are not actively auditing your calls, providing scripts, and training your team on this framework, I guarantee you are turning away patients who should be in your chair right now.

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