Are you a slave to your brain chemistry? At times we all are as Kent Greenfield illustrates in his book The Myth of Choice.
For example, when men do not feel satisfied with their lives and their incomes they are quick to seek instant gratification, in the form of alcohol, whenever they see attractive women. That’s why attractive women are typically featured in beer commercials. Marketing professionals understand brain chemistry.
A 2007 study was conducted on shoppers, and scientists studied reactions in the pleasure center of the brain. When shoppers saw a product they wanted, the pleasure center of the brain became activated. People’s spending decisions were then guided by instant emotions.
Researchers found they could create an even stronger reaction in the pleasure center of the brain with the smell of chocolate or the sight of an attractive salesperson. This obviously increased the likelihood of a sale. In addition, by finding a way to decrease the “pain” of paying—through credit cards or payment plans—the likelihood of a purchase also increased.
Again, we are often slaves to our brain chemistry.
If we relate this to an experience in your dental practice, it’s hopefully obvious that all of the “little” things really matter, from the warm smile you share with patients to the cleanliness of the operatories to the privacy reserved for financial discussions. Since we are greatly influenced by our brain chemistry, you need to make sure that you and your dental team do everything possible to make the patient experience enjoyable.
Consider the difference in treatment acceptance when you are rushed, when communication within the team breaks down, or when you overwhelm patients with too much information. If you want to ensure your schedule remains strong, pay a little closer attention to how you affect patient’s brain chemistry.