keep it simple

If my predictions of cuts in the NHS dental budget are correct, then it is a fair assumption that an increasing number of dentists will again move, either partially or totally into the private market. When this happens, it is normally the first time that a practice has had to manage a change of this type, and so it is essential to remember that planning is key.

There are a wide number of areas to look at, including a financial analysis of the practice, fee setting, whether or not to use a plan provider, effective communication with patients. And then, within the practice team, roles and responsibilities during the transition, whether appointment lengths will change, monitoring whether the patient numbers are on course to meet the target, and much more besides.

Particular focus needs to be given to communication with patients, and in particular, the letter that is sent to them explaining the changes that are going to be made at the practice. Of course, every practice is different but the same principles in this area apply to all practices, namely give a brief explanation of the reasons why you are making a change, explain how each group, e.g. fee paying, exempts, children, etc... are affected, and then outline clearly the options available to them going forward.

This might seem all very straightforward and obvious but let me assure you that often it is not! Imagine a dentist who has spent a considerable proportion of their life working in the NHS system and now feels that it has abandoned them, and this is quite a common scenario. And so, as a result, the first six paragraphs are about how dedicated they have been and how wrong and unfair it all is and so on. And, of course, they are absolutely right but it can be said in a couple of sentences rather than a similar number of pages! Also, the longer the “woe of the world” section is, so the greater the risk of importing emotional and potentially inflammatory language that can upset patients or, even worse, a P.C.T., and not to mention the risk of the patient giving up on reading it because it is simply far too long!

Be very careful when using words such as “quality” and “standards” and the like, as it is easy to make the mistake of implying that NHS care is not of an appropriate level and that can ignite the blue touch paper.

Try and keep the letter short, professional and focussed, perhaps attaching a summary of the new payment options for the patient on an attached sheet and make sure that it is crystal clear what you want each category of patient to do and when by.

The initial written communication to patients at a time of considerable change is of vital importance, and it is well worthwhile taking the time and the trouble, as well as using the pruning shears, to ensure that it is truly fit for purpose.

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