BEEN IN A PLANE LATELY? The world looks different from 35,000 feet. Do you ever consider the 35,000 foot view of your dental practice?
Yes, I know. You spend a lot of micro time inside people’s mouths. But what are you really selling? What kind of business would you have if you removed dentistry (or orthodontics) all together? Sound crazy? Consider what you’re really selling—comfort, health, appearance, confidence, and trust. You’re treating people, not teeth.
Recently we provided our clients with a “Kickstart” idea and graphic for their Facebook pages as shown below. As you read one practice’s patient responses, notice how many are about the technical aspects of dentistry and how many are about the human aspects:
That’s right… “relaxed”, “calm”, “best interests at heart”, “confident”, “comfortable”… Emotions that run deep.
Stop focusing on what you make (dentistry), and focus on what you make possible.
Make the discussion of what you’re really selling a regular agenda item in your team meetings each morning. Be sure your team members know how to talk with patients about the value of your social media platform. Be sure they’re inviting patients to participate.
By the way… Is a circus without animals still a circus? Cirque du Soleil thinks so. Is it time for an in-practice iPad for Liking, sharing, soliciting feedback, and strengthening relationships? We think so.