The scariest part about what is going on in Dentistry today is the continued commoditization of what you do. Leading to the frightening reality that patients believe that they can get the same thing anywhere they go. A dentist is a dentist is a dentist.
You and I both know that simply isn’t true.
In the good old days, you wouldn’t ever think of a patient looking for a random dentist and in they go and forever they stay. It would never happen.
Dentists were completely driven by word of mouth, friend of the family or the trusted community neighbor. A person chose a dentist by asking someone they trusted or because both parents went there or they were members of the same church or they went to school together.
There was not a dentist on a every corner like Starbucks or now even multiple dentists in a single building. And we didn’t have such a transient society where everyone moves away and back and here and there.
Now, there are three scary truths (if you let them be), that no one would ever admit to you about.
First: our industry is much like a communist government – they want everyone to be equal, the same, with no one bigger or better than the next. It’s about everyone being average so no one gets their feelings hurt.
Playing the game to play not to have a winner or a loser. This drives the quality down, not up and ruins the competitive edge. Why try harder if you can’t secure an advantage?
Second: insurance companies want every dentist to be interchangeable. That way, they all get paid the same fees and it won’t matter where the patient goes, as long as they are on the insurance’s list.
Third: corporate dentistry has intentionally created the idea that it doesn’t matter WHO the doctor is because you are at one of OUR clinics. McDonalds is about the process and price, not the chef. If all of the sandwiches are the same, it doesn’t matter who cooks ‘em.
If you read back through these three things, it ought to anger you. You shouldn’t feel nervous and scared. There is no reason to run and hide in the closet.
These undeniable forces inside the industry have been deliberately instigated and the result is NOT better quality and patient care. The only things that happen are suppressed fees, higher volume, longer waits, less patient time and poorer outcomes.
UNLESS you put a stop to it by saying, “I refuse to participate!”
I’m not talking about “being in insurance.” You do whatever you want. I’m talking about letting yourself become commoditized.
You can, in fact, have everything you want as long as you are deliberate and decisive about it. You can have the ‘hometown’ feel and culture. You can count on your patients to bring you referrals. You can thrive and charge what you are worth (and have patients who gladly pay it). This is the point. It’s called YOUR Practice for a reason.
What is required is complete and obvious differentiation. You need to reverse engineering every aspect of your practice to rise above and be seen as something other than “just another dental practice.”
The good news is: I wrote the book on it. Why not you get a little treat from me (with no tricks). If you use this book as a team training, dissect each principle and really hone in on bringing it to life with your patients, you would be amazed – almost like magic – what the impact would be.
If you don’t have your copy yet, here’s another chance…
Grab The 7 Essential Elements of Dental Practice Differentiation >>>
Remember this… There is supposed to be a winner and loser. An average and a best. Mediocrity and greatness. Every profession will always have the leaders and the innovators who set the trends, make the biggest impacts, facilitate the greatest improvements and show that new things are possible.
You know the saying that in order for there to be a top half of the class, there has to be a bottom half. You are in the upper echelons of dentistry. You better believe that and if you want to stay there, you better do what is necessary.
It’s not an entitlement – it’s a privilege you earn by your actions and your daily commitment to excellence in all areas of your practice (patient care, business principles and teamwork).
What do you think are the most important things to improve upon in order to keep your edge and stay at the top?
…being here, by the way, is one sure-fire way to do it. You think there are tens of thousands of practices studying my huddles every week? We wouldn’t want them if there were; instead, only the best. Out of more than 100,000 private practices you’d be happy to know your in the top 5%. I hope you don’t stop there – always keep climbing.
