Passion in Practice: 3 Essential Skills Every Treatment Coordinator Must Master to Drive Sales Success from an Orthodontic Practice Consultant

Orthodontics is an ever-evolving landscape where adaptability is key. As technology, techniques, and patient expectations continue to shift, it becomes increasingly important to have team members who can pivot and adapt. Without this ability, even the most well-established practice risks being left behind. Among these pivotal roles is the Treatment Coordinator (TC)—a linchpin who bridges the gap between a patient's needs and a practice's growth opportunities.

At the heart of a TC’s role lies a vibrant red thread that unites everything they do: passion. Much like the color red, which symbolizes energy, determination, and excitement, a TC’s passion is the driving force behind the success of their work. Passion, however, is not a standalone trait. It requires skill, focus, and intentional action to transform that energy into tangible results for both the patient and the practice. Three essential skills—Relatability, Empathy, and Drive—form the foundation of a Treatment Coordinator’s success. These three skills, represented by the acronym RED, can turn a good TC into an exceptional one, driving both patient satisfaction and practice growth.

Key Skill #1 – Relatability (From an Orthodontic Practice Consultant)

Relatability is the cornerstone of building trust and rapport between the TC and the patient. It’s the ability to connect with someone on a personal level, making them feel understood and valued. For a TC, mastering relatability means more than just small talk; it’s about creating an environment where patients feel comfortable sharing their concerns and feel confident about moving forward with treatment.

A relatable TC can influence a patient's decision-making process in ways that feel organic rather than forced. But how exactly does one become relatable? It’s not about pretending to be something you're not. In fact, authenticity is the most critical component of relatability. Here are three ways a TC can master this skill:

1. Communicate Clearly and Confidently: Confidence doesn’t mean arrogance. It means being assured in your knowledge and delivery, making the patient feel secure in your recommendations. Clear communication ensures the patient understands their treatment options without being overwhelmed.

2. Active Listening and Curiosity: One of the most powerful tools a TC has is the ability to listen. Asking open-ended questions and genuinely engaging with the patient's concerns builds a connection. Patients want to feel heard, and showing that you’re interested in their journey fosters trust.

3. Find Common Ground: Sharing relevant analogies or experiences—whether professional or personal—can be incredibly effective. When a patient sees you as someone who understands their situation, they are more likely to feel comfortable opening up. This could mean discussing a similar orthodontic experience, or just finding light commonalities that make the conversation feel less clinical and more personal.

A relatable TC lays the groundwork for treatment acceptance. When patients feel comfortable and trust the TC, they’re far more likely to commit to the treatment plan. In essence, relatability is the gateway to driving both patient satisfaction and practice growth.

Key Skill #2 – Empathy (With an Orthodontic Practice Consultant)

If relatability opens the door, empathy invites the patient inside. While relatability helps the TC connect with patients, empathy allows the TC to fully understand and appreciate a patient’s emotional state. Orthodontic treatments can be daunting—both financially and emotionally. For many patients, the fear of pain, high costs, or long treatment times can create significant barriers to commitment. This is where empathy shines.

Empathy means putting yourself in the patient’s shoes and genuinely feeling their concerns. It’s the TC’s superpower when it comes to alleviating fears, addressing financial worries, and providing reassurance. Here are a few practical ways a TC can demonstrate empathy in their daily interactions:

1. Listen Deeply: While active listening is a part of relatability, empathy takes it one step further. Listen not just to respond, but to truly understand what the patient is going through. Patients may have underlying fears or concerns that they don’t immediately voice. Asking open-ended questions allows patients to share more, and your job is to respond with patience and understanding.

2. Customize the Experience: Empathy is all about meeting people where they are. Every patient is unique—not just in terms of their treatment needs, but also in their emotional and financial situations. A TC who is empathetic will tailor not just the treatment plan, but the way they present it, to suit the patient’s personal circumstances. For instance, if a patient is concerned about finances, a TC can present flexible payment plans with care and sensitivity, ensuring the patient doesn’t feel judged.

3. Create a Supportive Environment: An empathetic TC doesn’t treat patients as numbers on a spreadsheet. Instead, they recognize the vulnerability that comes with orthodontic treatment decisions. Creating a safe, supportive environment where patients feel valued and cared for can make all the difference. By treating patients as individuals rather than just potential sales, you’re more likely to turn those patients into advocates for your practice.

Empathy not only improves the patient's experience but also boosts their likelihood of accepting treatment. When patients feel understood and supported, they are more likely to trust the recommendations they’re given. Additionally, an empathetic approach can lead to more referrals, as satisfied patients will naturally share their positive experiences with friends and family. In this way, empathy doesn’t just drive patient care—it drives business growth.

Key Skill #3 – Drive (Like an Orthodontic Practice Consultant)

Passion without drive is like a car without an engine—it may look good, but it won’t go anywhere. Drive is what transforms passion into action. It’s the determination, grit, and focus that allows a TC to succeed in a role that can often feel overwhelming. In a fast-paced orthodontic office, a driven TC doesn’t just wait for patients to come to them; they proactively engage with patients, work to meet key performance metrics, and find new ways to improve both the patient experience and the practice’s bottom line.

What sets a driven TC apart? Here are some key characteristics:

1. Goal-Oriented Mindset: A driven TC is motivated by targets—whether it’s increasing conversion rates, meeting production goals, or hitting start targets. They understand that the practice’s success is tied to their own, and they take ownership of their role in driving that success.

2. Proactive Follow-Up: A patient may not commit to treatment right away, but that doesn’t mean they’re lost. A driven TC will follow up with pending patients, ensuring they don’t fall through the cracks. By keeping the lines of communication open, the TC can build trust and eventually bring hesitant patients back into the fold.

3. Continuous Improvement: A TC with drive isn’t content to rest on their achievements. They’re always looking for ways to improve—whether it’s learning about new treatment techniques, staying up-to-date on the latest technology, or finding new strategies to make treatment more accessible to patients. This commitment to growth and improvement keeps the TC, and by extension, the practice, at the cutting edge of orthodontic care.

Drive is what separates good TCs from great ones. It ensures that they stay motivated, even in the face of challenges. More importantly, it pushes them to set—and achieve—higher and higher goals, which benefits both the patient and the practice.

Ultimately, passion is the thread that ties everything together. A passionate TC is one who not only loves their work but also finds purpose in it. This passion infuses their relatability, empathy, and drive, turning everyday tasks into meaningful interactions that improve the patient experience and grow the practice.

Without passion, even the most skilled TC will struggle to succeed. But when combined with the essential skills of Relatability, Empathy, and Drive, that passion transforms not only the TC’s work but also the lives of the patients they serve. In this way, a TC isn’t just selling orthodontic treatments—they’re guiding patients through a life-changing journey.

Patients who feel understood, supported, and motivated by their TC are far more likely to commit to treatment—and far more likely to recommend your practice to others. This is the full-circle effect: great patient care leads to more referrals, which leads to more patients, which ultimately drives the success of the practice.

So take it from us here at Shimmin Consulting, your orthodontic practice consultant, as a Treatment Coordinator, remember: let your passion shine through every interaction, and watch as it transforms not only your practice but also the patients you care for. When you master the art of combining passion with the essential RED skills, you will see your impact on both patients and the growth of the practice soar.