Structure Patient Conversations That Lead to Yes (A Simple AIDA Framework)

The AIDA model is a simple framework you can use to guide patient conversations.
It helps ensure the information you share is clear, relevant, and delivered at the right time, supporting patients to make informed decisions about their care.

AIDA stands for Awareness, Interest, Desire, and Action.

---

Awareness

What you’re aiming for

• Help the patient become aware of a treatment option or oral health issue

• Introduce something they may not have considered before

• Keep information simple and easy to understand

At this stage, patients don’t need detailed plans or costs, they just need to understand what’s possible.

Example

A patient learns for the first time that clear aligners can straighten teeth without traditional braces.
You explain the concept and potential benefits in simple terms, without sharing an itemised treatment plan.

---

Interest

What you’re aiming for

• Capture curiosity with relevant, relatable details

• Help the patient understand how the option works in practice

• Build on their initial awareness

You’re helping the patient decide whether this option could be relevant to them.

Example

You explain that aligners are nearly invisible and can be removed for eating and cleaning, helping the patient understand why this option might fit their lifestyle.

---

Desire

What you’re aiming for

• Connect the treatment to the patient’s personal goals or concerns

• Highlight benefits that matter to them

• Help them imagine the outcome

This is where the option becomes personally meaningful.

Example

You explain how aligners could improve both appearance and oral health, while fitting into a busy work or family routine.

---

Action

What you’re aiming for

• Make the next step clear and easy

• Give the patient something simple they can say “yes” to

This is where you support the patient to move forward.

Example

• Encouraging the patient to book a consultation

• Sending a Digital Treatment Plan if a consultation has already taken place

• Sharing payment options so they can book their treatment appointment

---

A helpful reminder

Patients don’t always move neatly through each stage in order.
Sometimes, one clear and compelling piece of information can move them straight from Awareness to Action.

As clinicians, it’s natural to want patients to have all the information. However, most patients don’t need everything at once, they just need enough to:

• Understand the option

• See how it could benefit them

• Feel confident taking the next step

Once a patient shows awareness and interest, you can then support decision-making and consent with more detailed information.

---

Best practice tips

• Avoid overwhelming patients early with too much detail

• Focus on clarity rather than completeness

• Share information in stages, based on patient readiness

• Use Digital Treatment Plans when patients are ready to consider action

---

Summary

Using the AIDA model helps your practice:

• Structure patient conversations more clearly

• Support confident, informed decisions

• Improve patient engagement and understanding

• Guide patients naturally toward next steps

CoTreat is here to help you support these conversations at every stage.