Words matter. Words shape perceptions, create pictures, elicit feelings, set expectations, and quietly direct attention. Because words are so powerful we need to choose them and use them carefully.
When we invite a patient to “see the Treatment Coordinator,” what are we really telling them?
Service or sales?
To most patients, it’s obvious: this is the person whose role is to close the deal and sell the treatment. And while that might not be the reality in your practice, that’s the impression the title gives — and impressions matter.
As a profession, we are rooted in healthcare. For the vast majority of us, selling is not why we entered dentistry. In fact, many clinicians refer patients to a TCO precisely because they don’t want to feel they’re “selling.” But there is another way — one that is aligned with our professional ethos, centred on care rather than conversion.
When you truly understand your patients — their wants, needs, preferences, timescales, and fears — you can design treatment proposals that are not only clinically appropriate but also perfectly suited to their individual circumstances. The result? Trust grows, complaints disappear, and patient satisfaction soars.
Patients Want to Feel Cared For, Not Sold To
Patients are people first. And as people, we want to feel seen, heard, and understood. This happens when we feel genuinely cared for.
When we nurture, train and develop Patient Care Coordinators (PCCs) within our practices, we create an environment where patients experience trust, respect, and honesty — the very foundations of long-term relationships and the highest standard of care.
The Role of a Patient Care Coordinator
A PCC’s role is focused on service, not sales. When patients know you, like you, and trust you, they choose you — not because you’ve convinced them, but because they believe you have their best interests at heart.
A well-trained PCC might:
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Welcome patients to the practice, introducing your culture, values, and philosophy, and setting mutual expectations.
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Hold pre-examination consultations to explore patient perceptions, fears, wants, needs, expectations, and hesitations.
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Gather diagnostic information within their qualifications (photographs, scans, radiographs, impressions).
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Explain and demonstrate treatment options in a patient-friendly way.
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Encourage and motivate patients in their home care routines.
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Discuss treatment plans without technical jargon, making them clear and engaging.
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Use robust consent and shared decision-making approaches.
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Discuss fees, and where necessary, arrange membership or payment plans.
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Take payments.
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Carry out pre-operative checks and provide pre-treatment information.
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Conduct post-operative check-ins and follow-up calls.
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Coordinate and schedule appointments.
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Support patients during treatment as a companion or nurse.
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Act as a named point of contact for patient queries.
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Gather and manage feedback, and oversee complaint prevention and resolution.
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Explain and document guarantees, including terms and conditions.
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Collect testimonials and encourage referrals.
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Take pre- and post-treatment photographs.
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Monitor, report, and be accountable for agreed Key Performance Indicators (KPIs).
When the role is framed as patient care, the PCC becomes a trusted guide — a bridge between the clinical team and the patient — rather than a sales representative.
By changing the language we use, we don’t just alter a job title. We change the patient’s experience, build stronger relationships, and elevate the perception of our profession.
Maybe it’s time to ask:
Do we want to be known for treatment coordination… or patient care?
