How to Turn Patient Dissatisfaction Into Pure Devotion

Andrea (00:04):
Well, hi there. I am Andrea Watkins, and if you're listening to this while juggling three patient calls, checking in a couple patients, taking a payment, selling skincare, and trying to catch your doctor in between procedures, you might be working in an aesthetic practice.

Blake (00:18):
And I'm Blake Lucas and this is Practiceland. This is not your doctor's podcast. Hi, and welcome back to Practiceland. So happy to have you with us and thank you so much for listening. Please remember to share Practiceland with all of your friends and coworkers. Really excited about today's show. We have one of our favorite guests back today, Jenna Hennig, nationally known aesthetic nurse injector and sales strategist who's all about helping providers connect with patients on a deeper level that really just makes the process feel a little less salesy. Welcome back, Jenna.

Jenna (00:51):
Thanks. I'm so happy to be here.

Blake (00:52):
Awesome. Today we're talking about what to do when a patient expresses disappointment, whether it's warranted or not. What's the goal of the practice when this happens?

Jenna (01:03):
I think this is such an important topic. This happens a lot when either expectations aren't set up front or maybe they were set up front, but there's always this sort of learning curve and process with patients of coaching them through those expectations. So I think there is a lot to discuss around this topic.

Blake (01:20):
Awesome. Do you have maybe a real life example to get us started?

Jenna (01:23):
Yeah, absolutely. So I have a story I love to tell about one of the, it was early on in my career, so I was a newer injector and I had a patient who came in and it was somebody that I really connected with because she really kind of bore her soul to me. She was like, I'm struggling, I don't feel like myself. My lower face, I feel like I look so old but I don't feel old and it's really affecting the way I show up to my family and at work and things like that. And so we created this plan together. I still wasn't in the realm of really doing great as far as comprehensive treatment plans. I was kind of single treatment focused, and so we talked about Scuptra because I had just learned about Scuptra. I was really excited about it. I had gotten some great results, so I told her, okay, we'll start with Scuptra. It's going to be a skin tightener. You're going to notice. I gave her the whole spiel about all the things that it would do for her, and then I said, after that we could follow up with some filler depending on how you're feeling, but she didn't really want to do filler, so I was like, we may not have to do that at all. Let's start with a Sculptra. I was so excited.

(02:20):
So then we went ahead, we did the treatment and she was so nervous about doing any sort of aesthetic treatment. She didn't want to look fake, she didn't want people to be able to tell she had something done, so that's why I thought this would be the perfect treatment. So she comes in, we do the treatment. Anytime you're injecting a patient, obviously there's chances of bruising. We discussed all the potential side effects and things of that nature, but even though we discussed everything and she was aware that we could potentially have bruising, swelling, X, y, Z, of course she got terrible bruising and a lot of swelling and it freaked her out understandably. So that was step one of our problem, step two of the problem. We coached her through that process of we're going to see you. I had her meet with our physician so he could give her that reassurance of this is completely normal.

(03:04):
And then we started dealing with disappointment as far as results. Now where I failed is I did not set her up for the best expectations about what the treatment could do and what the treatment couldn't do, and I oversold it, and so I overpromised and then I just got caught in this trap of now I felt so obligated to get her goal that I just was caught in this, okay, well let's do, I'm going to do a complimentary syringe filler. I'm going to do a compliment treatment for this. And it just never, ever helped her.

Blake (03:35):
Got to where it needed,

Jenna (03:36):
Not only because I didn't choose the right treatment, but I never really understood her goal. I just heard a key word in my mind. I was like Sculptra and I just thought I knew what to do, but I didn't really understand,

Blake (03:47):
Went straight to the solution.

Jenna (03:48):
Exactly. I didn't really dig and understand what her true pain point was, so I didn't really create a treatment plan that supported that.

Blake (03:54):
Man. That's hard too, especially if you make that kind of close connection with them right off the bat and you feel so much for their story and you really want to help and it all comes from a great place, but it just didn't deliver. Wow. What was your first reaction when you heard that she wasn't happy? How'd that make you feel?

Jenna (04:11):
Being a newer injector, I took it personally. Not only I felt like I let her down and you'd feel this sort of disappointment in yourself, and so that's why I felt so obligated to create, get her to her goal and do whatever it took. Now that I'm a more seasoned injector, it definitely I've realized it's not personal. And when you sit there and you allow your emotions to get into it, you are failing the patient because they're coming to you and saying, Hey, I'm not where I want to be. And that's a chance for you to redirect and redefine the plan. But if you focus too much on, oh, I feel bad, I want to help you get there, you can't make it about yourself. You have to make it about them. And so initially being newer, I took it personally and that I think was step two of the mistakes that I made in that whole process.

Blake (04:55):
Yeah, man, and kind of what you talked about too, you're creating this connection with this person and I think to be great on the customer service side of it, a big thing for me is the empathy and that ability to connect, but there's also that fine line of having that empathy, but then also maybe over explaining or maybe more it's rushing to find the fix. How do you balance that?

Jenna (05:16):
100%. That has been the most transformative change that I have made that I think has really taken me to the next level is starting from consultation from your very initial visit and you take this all throughout your entire treatment plan, your entire relationship with the patient, but it's truly actively listening and digging deeper with every single question or every single statement the patient makes. So you're not jumping to conclusions. You're not looking at them and saying, oh, this is what you need. You're hearing what they're saying, whether it's tiredness or they feel like they look different in photos, digging and figuring out a, how does that make you feel? Where are you seeing that? And having them sort of verbalize what their goal would be because it's super easy for 'em to be like, oh, I feel like I look tired and my smile lines bother me. And you say, okay, well here's what we're going to do. When you actually flip the script and you say, if you look in the mirror, what would you want to see differently? And they start pointing things out to you. That's how you really get the success because when they describe their goal instead of just describing the problems, then you can help them achieve that goal. You truly fully understand it as opposed to just hearing problems and offering your own solutions, but mirroring back and listening is everything.

Blake (06:19):
Amazing. And that leads right into my next question here, which you talked about in your example, how the expectations that you set you overpromised in that situation. So how do you set clear expectations? I think all of us have been in a situation where, and then we've dealt with the blowback of that. So what does that really sound like then in a consultation you're, how do you set those clear expectations or what does that sound like?

Jenna (06:46):
There's a few things I do now always under promise and overdeliver. So with skin tightening devices, I feel very confident I can get patients a 30% improvement. So that's what I tell them, and I tell them, some patients I've gotten 80% improvement. Some patients it's been about 15 to 20, and I show them a range of before and afters of this is my average result. This is an underwhelming result, and this is one of my best case scenarios. I think that's where a lot of us trip up is. We're so excited to share with patients that we always show them our home runs, but the fact of the matter is not every patient is going to get that home run result. So when you give them that range, they're able to see, okay, based on this investment, this is the range of results I can get. Is that going to be worth it for me? The other thing I really love to do is what they call the IKEA effect. So once you've created your entire treatment plan with the patient, you make them invested in the plan. So it's no longer just your idea, it's the idea that you've come to together and when they feel like they have a ownership in that plan, they feel that much more responsible for the outcome and that much more invested in it and also invested in waiting for the results and a little bit more attentive to what you're explaining as opposed to it just being your idea and your plan and now it's sort of them against you thing.

Blake (07:54):
Oh my gosh, I'm having thoughts about my kids and how this is a bit of an inception thing, making it their idea when I need them to do something.

Jenna (08:02):
Yes, exactly.

Blake (08:04):
How little changes as we get older too, it's just maybe a different experience, but obviously these types of results take time. So maybe take us through how you keep patients grounded in realistic timelines and how fast or how slow it might take to actually see the result that they're hoping for.

Jenna (08:21):
So most patients, I try to simplify as much as I can and use patient language instead of medical terminology, and I explained to them that there are a lot of different changes causing the concerns that they have. Muscle volume and skin is what I'll typically say instead of going to in depth about facial fat pens and bone and collagen, and when we go through each of those layers, I say, this is the treatment for the muscle layer, this is the treatment for the volume layer, this is the treatment for the skin layer. And we put that on sort of a calendar for them. So I say, we're going to start with the treatment that's going to take the longest to see results. This is how I would ideally lay it out, and I typically start with skin tightening. I tell 'em, you're going to start seeing results at about six weeks, continues to improve for up to six months.

(09:02):
Again, we're going for about a 30% improvement. There could be more, could be less. Then we're going to move on to our muscle and volume layers and explain the timeline for that. Then as we're going through that, I've presented my whole plan to them and I ask them, okay, what about this plan? Do you feel best supports your goal and most aligns with what you're looking for? Then they're giving back to you, oh, well, I really love that we're starting with the skin tightening. That is something I want to see and I'm glad we're starting with that. I know it's going to take six months, so I don't want to wait till then end to do that part. And then I'm really excited about the easy gel we're going to do because the part I hate the most is the tiredness under my eyes, whatever it may be.

(09:36):
And then at the end of it, I ask them, okay, based on everything we discussed, is there one part of this plan that you're the most excited about or an area that you want to see results first? And then we have a chance to kind of see, okay, well, if really you have an event coming up in two months and you really want to have a nice refresher appearance, maybe we move the easy gel to the beginning and you're going to get a little bit more of an immediate result, and we can make those adjustments in a way that still aligns with their goals and aligns with their plans, and they still feel just as invested in that timeline, and that kind of helps you maintain those expectations.

Blake (10:07):
Yeah, I love that. Going back to the idea, again, making them a part of that decision making process where it's like, okay, we're together on this. It's not just me telling you all of this and then hoping it works. It's like, no, no, this was member, especially when those problems come back, it's like, remember we talked about this. This is what we agreed on, or this is what you really wanted to focus on. What do you say about patients maybe that are pushing for a touchup or refund really before everything's fully settled? Or do you feel strongly about proactively suggesting and including two week?

Jenna (10:36):
I often do, so a lot of our treatments we do include complimentary touchups. If for something like neurotoxin or if we don't use a hundred percent of the filler, we offer a touchup with a certain period of time. But that is the beauty of doing the plan this way is when you explain this is I would phase it out from my expertise starting with this, then following this and this is why and how it relates to each layer, and now they fully understand the changes that have happened in each layer. If they come back and they're like, Jenna, we did the easy show and my space is still saggy and I told you I don't want my face to be saggy and then get upset. You're like, well, just like we talked about before, we start with the skin tightening, that takes six months to reach its peak results.

(11:14):
We wanted to focus on the volume restoration first. So now next phase is going to be the skin tightening. That is why it's so important we do this because you do still know set down here. That's why we created this whole customized plan, and you're able to kind of redirect it towards that, and they're like, oh, yeah, I do remember we talked about that. So instead of you trying to fix it and be like, okay, well lemme just do that skin tightening treatment for free. No, we already talked about it and you know that that's an important part of the plan and I'm here for you and we're going to adjust this however it makes sense. But we both know exactly the concerns that you have, exactly the goal that you're going for and how to fix it, and each step is just as important as the next to get you to your end result. It's not a one piece problem, it's a multimodal treatment plan that's going to get you to your goal.

Blake (11:55):
Yeah, absolutely. Changing gears just a little bit, obviously this world is not a one person thing. You're not there just on your own. So we think about the rest of the team, what role does the other team members play in something like this, and how do you loop people into this process?

Jenna (12:12):
There's so many wonderful ways you can rely on your team for this. I think it starts from the initial call or text or message when that person calls in having a concern, that frontline individual is going to set the tone for the entire interaction. So that person being really understanding and making sure they make adequate notes in the appointment because nothing more frustrating for a patient when you walk in there and you're all bubbly and they told the person on the phone that they're upset and they want to talk to you about a problem. Like, Hey, how are you doing? You look great. And they're like, I don't feel like I look great.

Blake (12:43):
Yeah, yeah, the negative energy right off the bat and now you're back pedaling and trying to fix that situation.

Jenna (12:49):
Exactly. So that person actively listening, taking that in. And then one of my favorite things to do, I work with a plastic surgeon, so my plastic surgeons have been so, so phenomenal as far as allowing me to utilize them as a resource, which I think patients really appreciate having a physician perspective to be able to come in there and reinforce like, Hey, let me take a look at you. Let me make sure everything looks right. And then they really reinforce your plan, which gives them, not only is there another professional reinforcing this, but also it's a plastic surgeon, which carries a lot of weight, which is awesome. Or any sort of physician or

Blake (13:20):
MD

Jenna (13:21):
Honestly, any other provider, everybody's, every provider has their amazing professionalism, but regardless, having another person come in there and reinforce your plan has been super, super helpful for me. So that way they understand it's not just her thing. She's not just trying to cover her butt. It's actually the process that I need to follow.

Blake (13:37):
What advice would you give to a new injector that's in this situation? I think it causes a little bit of panic. I still, in these situations when I'm put in a tough customer interaction, I feel that panic a little bit and almost have to take a breath, but what advice would you give to that person that this is new to them and they have that moment of panic when they hear, I'm not happy.

Jenna (13:59):
Understand, it's not personal. Just like in your relationships in life, it's not you and the patient against each other. It's you and the patient against the problem, and you need to figure out what that problem really is. Because a lot of times

Blake (14:10):
Love that.

Jenna (14:10):
They're coming in and they're saying they're mad about one thing, but really maybe they're just still not feeling confident. They need a little bit of a redirect and to fully understanding that plan and actively listening instead of just responding and mirroring back their concerns for them. Because a lot of times you'll notice when the patient is expressing their concerns, if you really let them just give their whole spiel by the time they're at the end of it, they've usually started defending you in and of themselves, and I know that we talked about it's going to take six months, and I remember you said all these things, and that way you're just showing them that you care instead of defending yourself, because when you defend yourself, you're going to put the patient on the defense, and you have to remember they came to you with a vulnerability, they came to you with a problem, and they're trusting you to fix it, and you have to walk 'em through each step of that process.

Blake (14:54):
I love that idea of it's you and the patient versus the problem. I'm definitely going to take that away from me for everyone else, what's maybe one thing that you want us to take away or put into action from what we talked about today?

Jenna (15:05):
The biggest thing would be probably just that. I mean, you're on the patient's side to reach an end goal. Whenever they have a concern, it's not going to be something that is saying that you're a bad provider or a bad injector. It's really just an opportunity for you to continue to educate them and maybe adjust the plan. If you have a plan set in place, you can absolutely make adjustments along the way, and that's what this is all about. So just remembering that the patient is coming to you from a vulnerable place. You're the professional. Your job is to guide them through that. So although it may feel personal a lot of the times, it really isn't, and it's your job as the guide to kind of help the patient through that.

Blake (15:42):
Amazing, amazing. Jenna, thank you so much again for joining us. It's always a pleasure. And remind us, where can we follow you if we want to learn more about what you're doing?

Jenna (15:51):
Yeah. My handle on Instagram, TikTok is at Austin Beauty Boss and then Jenna Hennig on LinkedIn.

Blake (15:58):
Fantastic. For everyone listening out there, if you've got a question for Jenna or for our team, send us a message at practicelambpodcast.com. Thank you so much for joining us here in Practiceland. Have a great rest of your day. Got a wild customer service story or a sticky patient situation? Send us a message or voicemail. If your tale makes it into our "She did what?" segment, we'll send a thank you gift you'll actually love. Promise no cheap swag here.

Andrea (16:25):
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