More than one in every six of U.S. residents is age 60 or over representing a substantial number of prospective patients in your community – patients who may have age-related needs. Serving members of this age bracket is not difficult. You only need to modify your services to address the issues that often affect seniors.

With sensitivity and minor service adjustments, general practices can easily treat most seniors. Phil Potter, D.D.S, F.A.G.D., is a dental school educator and the founder of Lead to Succeed. He has coached many dentists to increase case acceptance of complex dental care while building the loyalty of patients and team members.

The following are Dr. Potter’s insights in working effectively with the seniors. Try out some of these techniques when new senior patients come to your office. You might also use his comments to help develop a training program for your employees.

Q: What special considerations do you recommend for general practices that have senior patients?

Treating seniors is both similar to and different than treating younger patients. Similar considerations are sensitivity to good communication, painless technique, timely appointments and budget restraints. The differences revolve around the aging process:

• Health considerations are often more extensive, and so reviewing the health history more frequently and consulting with the patient’s physician can be important.
• Positioning of the patient may be different. Elderly people may not be able to lay supine for lengths of time or at all. Some patients may be in wheelchairs and require a stand up approach to care.
• Circulation can be reduced or compromised, and so it may be necessary to keep the patient warm with a blanket.
• Since many elderly patients suffer with arthritis and lack of digital dexterity, special home care aids and/or a prescription of chlorhexidine may be important for prevention.
• Senior diets often degenerate in the direction of more refined carbohydrates. Dietary counseling and assistance with meal planning may be appropriate.

Q: Are there any recent changes in geriatric care?

Several things come to mind. Recent changes in geriatric care involve an awareness of the effect of chronic inflammation on certain systemic diseases. Educating seniors regarding the suspected causal and contributory effects of chronic periodontal disease on their overall well being is more poignant than ever. Also interesting is the impact or risk associated with the long term use of bisphosphonates. Many older people, especially women, are taking Fosamax and its counterparts and are at risk for serious bone complications or poor healing if they require oral surgery.

Q: Are there any patient communication techniques that you find especially helpful?

Communicating with seniors again is similar and different. Speaking in simple and honest language is important with all patients. Seniors may not hear well or may not be as quick to understand disease descriptions or treatment recommendations as they once were. Asking seniors if they can hear you and/or would like you to repeat any part of your communication can be appropriate and is often appreciated. It is often necessary to slow down the dialogue. Sometimes elderly people may have a difficult time reporting exactly what it is that is bothering them. Their ability to pinpoint exactly where the symptom is coming from may be compromised. Being patient and asking simple progressive questions can be fruitful in making your diagnosis. Most seniors that sense your willingness to slow down and sincerely help them will become great patients and refer heavily.

Q: What is the greatest challenge working with senior patients?

Perhaps the greatest challenge faced by those wishing to serve seniors is the frustration caused by the fact that you are often asked to treat degenerating conditions with stopgap, palliative or minimal treatments. Comprehensive treatment plans accompanied by consistent follow up and effective preventive maintenance are often unrealistic and/or unwanted. Many times the elderly will be struggling with physical or mental limitations that limit options. Dietary challenges, the inability to clean adequately, transportation needs, postural considerations, memory loss and limited fixed financial resources are some of the hurdles the geriatric patient faces in accepting your highest and best care.

Q: What targeted marketing practices do you recommend for this population?

Marketing for senior patients is most effective when targeted toward what they want to avoid. Often they are concerned about losing their teeth. A patient might confide in you, “I saw my mother in the hospital at the end of her life without her teeth. I was shocked and horrified.” An ad showing a senior smiling with a tag line of “I saw Dr. Jones and these teeth are all mine” could be very effective. Another older patient might fear losing their youth and want to have a “youthful smile.” An ad showing a beautiful senior patient saying, “I feel ten years younger since Dr. Smith gave me my new smile” could be effective. Some seniors have always wanted a nice smile and fear that they may never see themselves with a really big beautiful smile. Advertise in a medium that seniors would read. When these patients come to the practice be patient with them, show them respect and understanding.