Often times we tend to accept information based on false assumptions that lead to unintended results. Proof of concept, or even a history of success, fails to sway us to act on facts that differ from the advice on social media rife with unsupported claims by those who lack the competence or track record to even suggest advice to other dentists. It is as though the Dunning-Kruger effect has brought into question just about anything you hear on Facebook. Why are there so many people with limited knowledge or skills in a specific area, over estimating their abilities, or even the right to share their opinion as if it were a fact? And, on the other hand, why would so many grasp at so little to right their struggling practices? You could almost think of Facebook as “bias of the day” search into limited value information. Or, I could be full of it and all of the geniuses killing it on social media truly are the reincarnation of Da Vinci/Christensen/Pankey collective knowledge group.
Today, I want to lay out several statements with a short explanation about “growth” in a dental office. Before we do this let me tell you few things that are not growth strategies. Each of these are force multipliers, not growth strategies. A force multiplier adds to an already strong system or practice. They do not create the actual growth they add to an already growing practice. These force multipliers need a strong practice to actually help in growth. Here is a short list: 3D Cone Beam, 3D printer, Scanners, courses like TMJ, sleep apnea, etc. As we talk about the facts of dental growth, you should see that “shiny objects” will not push you to the next level. It takes a frank appraisal of where you are and what you need to do to overcome any impediments that are holding you back. Buying something else rarely moves the needly past “average”.
We have mentioned this before, but it bears repeating: Consumerism is delivering “what they want, when they want it, at a price they can afford”. Dentistry is driven by consumer choices. Everything matters. Every part of your practice is scrutinized by you clients. Great practices always obsess about every detail. Giving patients what they want instead of what you want will ensure they come back. Schedules are everywhere and the “when” means finding out how to schedule your patients based on their needs, not yours. Price has and will always be part of the equation when consumers decide what products they buy and who they will choose to deliver a service. This does not mean discounted fees, but the average patient will find it difficult to afford anything over a $500 out of pocket expense. They will need to borrow it, or take it out of savings. The sooner you realize this, the quicker you will act to help them fit their dental expense into their already stretched budget.
Advertising brings them in, but if we do not deliver, they won’t return. Often times our marketing tends to create an expectation that overreaches what you can deliver. It is almost a certain to fall short in the eyes of your clients if you fall short on giving them what they want. The key is to always under promise and over deliver. Frame your patients’ expectations to reflect the reality of your skills and dentistry’s ability to deliver the product they thought you would give them. Happiness is when reality exceeds their expectations. Being remarkable in the eyes of your clients is the number one aspect of great dental practices. Stand up and stand out when it comes to what you project in your marketing and service. This is a team approach to excellence. Marketing is your front door and it needs to be wide open. Your back door needs to be closed: Over 50% of your patients come from direct referrals, hundreds of 5-star reviews add social confirmation for validity if patients choose you, 85% plus hygiene recall percentage, 90% plus case acceptance, long-term employees with very little turnover, consistency in the services and products you deliver.
Practice growth equals practice health. There aren’t any “great” or even “good” practices that are not consistently growing every year. Ideally, you want a 15% to 20% yearly growth. Every year. Patients vote with their wallet and their feet. If you can’t keep patients coming back, something is broken. Fix it. There are no excuses for not growing and your practice isn’t healthy unless you are growing. Be honest, appraise your current situation and then act quickly to remedy any challenge you might find.
Growth occurs when our message and our methods are balanced. There is something called the Rhetoric/Reality gap: This is an often-seen situation where what the doctor says is different from what the doctor actually does. I often see the “gap” between what doctors say they do and the actual fact, being as far apart as East is to West. Each of these Michaelisms in bold print is a challenge and a hard fact that each of us need to embrace or risk falling short of actually being able to achieve all that we are truly capable of in owning/running a dental practice.
Quality and Quantity. Too often I see doctors thinking that quality and quantity are diametrically opposed, somehow convinced that it is impossible to be effective and efficient and still produce a quality dental product. I think not. As your competence and confidence increases, you should find yourself embracing both. The trick is that quantity can never lower the quality of your service and the treatment you deliver. Hand in hand, quality and quantity will win the day.
With change comes choices. When you are done with change, you are done (finished). Too many of us put off what we know we should address or change. Success goes to those who realize something is wrong and immediately address it by taking action to correct or overcome. If you have followed these articles on Michaelisms, you should be at a point where you can read the statement, look at your results, and commit to action and change. Your success in the future is decided today. What you choose to do now, will define your results for tomorrow. Don’t procrastinate or put things off. If not today, when? If not you, who?
Michael Abernathy DDS
972.523.4660 cell
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