Content first, format second. The missing ingredient in treatment plan conversion.

If your treatment plan looks brilliant but reads like a dental textbook, don’t be surprised when patients don’t proceed. Get a lay person to sanity-check the message, then watch conversion improve.

I've been reminded (again) this week of the need to interrogate every one of my clients on their treatment plan preparation and presentation skills.

The last 12 months have seen us focusing on "format" - how are Tx plans presented to patients?

Innovations include:

• Using Loom videos to create a "voice-over video" to explain AI-driven diagnostic x-ray software, intra-oral scans and smile simulations;

• Using Gamma.app to convert consultation transcripts into visually attractive slide decks and PDFs.

However, "note to self" to quiz my clients on "content" as well as "format" - in other words, is what the clinicians saying intelligible to anyone who doesn't have a dental degree?

No matter how clinically clever you are, can I make a suggestion please?

That you ask a lay person, who understands communication and sales, to take a look at both your "content" and "format" - and give you some tough love?

That person could be me (if you are one of my clients), another coach or trainer who gets this stuff - even a member of your team or family.

You might just improve your conversion rate.