Dentists: Legends in Their Own Minds

If you're reading this, I'm going to assume you are a good dentist. You're the kind who is always keeping up with new developments in the profession, looking for ways to grow and improve and serve your patients better. You do a lot of things behind the scenes that aren't obvious to those who visit your operatory. You're the kind of dentist people should feel lucky to have.

The question is how can patients really tell? You know that you're a good clinician, but how can you convey that message to your patients?

First of all, there are certain things you can do that set the right tone and send a message about your commitment to excellence such as making sure your approach to new patient visits and hygiene exams are complete.

But there are also other ways to instill in patients a sense of privilege and a belief that they are in an exceptional practice. The most obvious way for patients to find this out is to simply tell them. Understandably, many dentists don't want to seem like they're signing their own praises, so they shy away from this idea; this is where the team comes in.

In the best practices, the team talks about the doctor and creates value for his or her services. They'll talk about what a great person the doctor is, and how accomplished a clinician he or she is. They'll talk about the doctor's commitment to ongoing education; show examples of compelling before and after photos, and share patient testimonials.

Ideally, the team members' own smiles should be evidence of the doctor's work so they can point out that they themselves would not trust their oral health to anyone else. People can tell an authentic endorsement when they hear one. If your team really believes in what you do, they should not be shy about enthusiastically telling patients about your skills.

Think of how performers are usually introduced and how a good introduction sets the right expectations. I'm not saying you need to make a dramatic production out of it, but in most cases the only way patients will know about the dentist's credentials and accomplishments is if someone tells them.

Keep in mind that this doesn't just apply to a patient's first visit. Any time the doctor has attended an important course or performed a noteworthy procedure, patients should know about it. Understanding your accomplishments will reinforce their belief that an extraordinary dentist is treating them, and that's a feeling that every patient likes to have.