The majority of patients believe that most dentists are good – and they're right. Dentistry as a whole has demonstrated consistently high standards.

Most people, regardless of how they may feel about having a root canal, are confident that wherever they go they can be assured that the procedure will be safe. Most people expect that the dentist will be well trained and trustworthy, and that the staff will treat them with caring and respect.

This means you already have a significant measure of credibility in their eyes even before they meet you, just by virtue of the fact that you belong to a respected profession. That's the good news.

The challenge is how do you get patients to see your unique value? Most patients can't distinguish clinical differences. With nothing else to go on, they make their judgments about a practice based on often rather whimsical personal preferences: "I like a young doctor who knows the latest techniques." "I like an older doctor who has lots of experience." "I want to go to a practice that's close to my hair stylist so I can plan appointments together." When we don't see a lot of difference between alternatives, our choices tend to become arbitrary.

There are two ways to overcome this mindset, and you need to use both of them. The first is by creating the right physical environment. You need to have a facility that instantly communicates "high value" to anyone who walks in, and creates the kind of energy that motivates people to act. Whether it's a high-tech experience, a family-friendly atmosphere, or an elegant spa-style boutique practice, your facility should be an accurate reflection of your personality and a powerful indicator of your value.

The second way you get patients to understand your unique value is through the interactions you and the team have with them. Great practices are built on great relationships. This doesn't mean just friendly "knowing" relationships, but relationships based on genuine trust and appreciation. You can't just rely on them picking up the right cues from the environment you've created. You and the team also have to communicate your value explicitly, in the things you say and do. You have to coach them, early and often. Comprehensive clinical and esthetic care is a lifelong need for any value-conscious person. It's your responsibility to let patients know that your practice is the place to get it.

It sounds simple and it is. Differentiating yourself as a dentist is a matter of show and tell. Show your patients you're special by creating a special environment, and tell them you're special by having the right conversations about value.


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