The 'Third Skill' of Today's Successful Dentist

About 30 years ago I owned a company in Canada that computerized dental offices. This was at a time when about 90 percent of the practices weren't computerized at all; we were among the first to introduce chairside workstations for scheduling and posting fees. It is not an exaggeration to say that I was something of a technology guru for dentists.

However, when I look back on those days I remember that despite all the leading edge technology I was promoting, all of my contacts were kept in a Rolodex on my secretary's desk.

I communicated with clients by letter or by phone call if it was urgent. We created newsletters to be printed and mailed. When I went to see a client in another city, I had to plan my route in advance with a fold-out map, or call to get detailed directions.

It doesn't seem like all that long ago but that world seems so quaint now. Today, we have sophisticated business reporting and software to run every detail of our lives. We can communicate with people in multiple ways. We all carry around a smart phone that serves as a phone, message system, address book, video camera, GPS system, game system, music player, television, and Internet connected computer all at the same time.

The point here is that we are now in a different world with different expectations. For years, I have been telling dentists that the patient is a patient when their mouth is open and they are a client when their mouth is closed. There is a third element to consider: The patient of today is a consumer all the time.

This means that the successful dentists of today need to master three sets of skills. Obviously you must have clinical skills when the mouth is open. You also need relationship skills to build client trust over time. In today's consumer landscape you also need a crucial third set of skills: The value skills to get the attention of patients when they are bombarded with choices and to persuade them to choose wisely and embrace great dentistry.

There are a lot of ways to do this and I know a lot of you are finding interesting ways to connect with patients in this new landscape. I'm interested to hear what you are doing and what tips you have for creating value with patients whose expectations have rapidly evolved. I invite your comments below.