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Role Play Scenario 24


A representative of a large dental supplies company, Dean, visits your orthodontic practice, trying to sell their new model of braces to you. You are happy with models that you use currently, and believe them to offer the best level of care to your patients. Dean informs you that if you switch, their company is able to provide you with a  substantial ‘consulting and research fee’ that you may use as you wish.
In this role play, you will speak to Dean. 
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​Excellent Student Approach
1.         Introduction
2.         Open Questions
3.         Develop Rapport
4.         Address the issues known
5.         Identify any additional issues
6.         Summary and plan going forward
 
1 - Speak to Dean and thank him for taking the time to come to discuss his products with you today. Explain that you’re always on the lookout for promising new treatments and products for your patients.
2 - Lead with an open questions and thereafter ask Dean a more focused question along the lines of ‘Dean, thank you for outlining this to me. However, I have some further queries. I think it would be best if you reiterate the offer to me; can you just explain again what you’re offering and the reasons behind the offer?’
3 - Ensure that you are polite throughout, and your manner allows you to get the information you need to make an informed decision.
4 - After you are sure you understand the offer, explain that you are already happy with the braces that you offer patients. Explain that the models you currently offer provide the best treatment, and that you and your practice work continuously to ensure that your offerings are in line with what is required for your patients. Explain that you will not endanger your patients or your professional reputation by swapping to a new product without research. Explain that you find the offer to be similar to a ‘bribe’, and therefore unacceptable.
5 - You would not be expected to fully understand the legal ramifications of this offer - just to know that it is not right, and must be turned down. It would be important to consider that Dean may also be proposing this approach to other surgeries who may be tempted by the financial benefit at the potential expense of patients. Hence, it would be advisable to discuss the matter at the next local practice meeting, as well as warning Dean against such proposals with other surgeries.
6 - Politely explain that you will not take the offer, emphasise again that you believe it to be ethically wrong, and ask the representative to not bring any such offers to you in future.