Always Remember your “Why”

Far too often in dental practices today, it’s commonplace to forget “why” we do what we do every day, and instead we are entirely too focused on “what” we do. There’s a huge difference in these two words, and it can make or break your practice. It’s critical that we remember every single day “why” we do what we do in the dental practice. Our “why” is to help patients keep their teeth and live a longer, healthier life!  Who would not want to be a part of that?

Simon Sinek said, “People don’t buy what you do, they buy why you do it.” Patients will choose to come to your practice based on how you spoke to them on the phone, how you greeted them when they walked in the door, how you calmed their fears or answered their questions, and how comfortable or pleasant you made their treatment experience. They choose to stay with your practice because of the relationship they have with you and the way you make them FEEL when they are in the practice or your chair. It’s super easy, especially when the office is very busy, to become overly focused on what we are doing for the patient (the treatment) and forget that there is a person attached to the treatment.  We are treating people, not teeth. It is important to remember that dentists are on every corner – hundreds or thousands of them, depending on your location. Patients could choose to go to any dentist in the area for a filling, crown or cleaning. Treatment is treatment. It is clinical. Patients choose to stay with your practice because of how you treat them and how you make them feel. It all comes down to the relationship you have with the patient and that takes effort to forge. 

Keeping our “why” at the forefront of everything we do will not only ensure that our patients choose to remain with the practice long-term, but it will also generate new patients because they heard how amazing you are! When a patient has a pleasant experience in the office, they will tell their friends and family about it. They will tell their friends how warm and welcoming you are and about the relationship you’ve developed with them. Word-of-mouth referrals are the greatest compliment a practice can receive!  If you keep your “why” at the center of all you do, you’ll always have a pipeline full of new patients.

There is always a physical aspect to what we do in dentistry based on the role we each have. Outside of the physical act of what we do, there is an emotional and mental component that is crucial. Relationship building is everything. At the end of the day, you should feel more exhausted emotionally and mentally than physically. We have to connect mentally and emotionally with our patients. We have to take the time to get to know them a bit.  Are they anxious or scared? We cannot manage that expectation if we do not know it exists! We have to converse with our patients. We should NEVER immediately put on gloves and start clinical treatment as soon as we sit the patient down. I cannot stress this enough. Without the personal touch, you are just like every other dentist around the corner. I once learned an acronym that was key in long-term patient retention and treatment acceptance. “BLT”… Believability, Likeability, and Trust.  If you invest in your patients and your relationship with them, it creates a likability factor that makes them also believe you when you are discussing any dental concerns. The more a patient likes, trusts and believes you, the easier that treatment acceptance will be.

Your “what” and your “how” should always support your “why.” Your “why” is your belief, reason or purpose for what you do. Your “what” is the service that you offer. Your “how” is the method by which you provide your “what.” It’s so important that we remain focused and committed to our “why” and not our “what.”  Our “why” is what keeps us driven and motivated day in and day out to serve our patients!