Well, I have to ask… why?

“I would much rather work 16 hours a day for myself, than 8 hours a day working for someone else”

— Every entrepreneur out there

Well, alrighty! You have an idea, an idea that is putting stars in your eyes and painting a pretty good picture to you. The future is looking pretty amazing isn’t it.

You have decided to become a practice owner. You are going to buy or build a dental practice, become the boss, the owner, the one in command. Your name in lights, work when you want, how you want, right?! Friends you met in dental school are becoming owners, and boasting about how great it is. I get it. Trust me. Working for yourself is pretty great. But, I want to ask one question. Give it some thought, some real thought. Ready?!


Yep, why do you want to be the owner? I mean, right now you are probably an associate, working a steady schedule. You might not have the exact schedule you want, but you are busy when you show up. You come in, see patients, head home. And, yes I will take a wild leap, that you are making a making a pretty decent living. Maybe 30-40% of production? Shoot, maybe more. But wait, you are making that, coming in and going home, with little to no stress. No weight on your shoulders. No burden of stress wondering where all your patients are, how you are going to pay your team, figuring out the best marketing ideas, etc. (The list could go on). Why trade that it in?

Entrepreneurship is tough. Most small businesses (which your practice will be) fail within the first few years. According to CB Insights over 29% fail because they run out of money, 23% because they don’t have the right team and 17% because they didn’t create a solid business model.

Not including the fact that (drum roll here), you proably want to open a practice because you want to be a dentist, right? I mean, I think I have heard that more times than I care to know! But, sorry, owning a practice, means you are now a Business Owner! You don’t just get to be a dentist!

Asking WHY, isn’t just for dentists. I mean, any person considering working for themselves should ask this question. Because in all honesty, it is easier to go get a job. However, I won’t deny that working for yourself is pretty amazing, and there is something about earning your way on something you built. As a small business owner of an ecommerce business, and retail store, I know all to well the stress, worry and sleepless nights that being an entrepreneur can lead to, but I also know the reward and what it feels like to see success.

So let me give you some sound advice, from one business owner to another.

Ask yourself why. Write it down. Go for a long walk, breath the fresh air and really figure out why opening your own practice is important. Will it positively or negatively impact your life? In fact, what do you want in your life. I mean, if you want to be able to travel all the time, being an owner might not be the right path. Take sometime, don’t listen to the people who have become owners, and don’t listen to the people who haven’t. This is where you have to listen to yourself.

If you jump into ownership, congratulations! Buckle up and get ready for a wild ride. Grab some leadership books, hire a business coach, and get going!

Don’t let fear keep you from caring for your patients

Hey! Guess what? You are going to have patients come and go. The door to a dental office is almost revolving with new patients coming and old patients leaving.

From insurance changes, to not liking the scent of hand soap in your restroom, to price shopping and finding a better “deal”, patients don’t need any big reason to leave. They do and they will AND you need to accept that!

Once you come to accept that not all patients will stay with you indefinitely, AND you have a plan (and WOW experience) to attract new patients coming in, you can START being an exceptional provider!

Now you are probably saying you are already a great dentist. You really, really care about them.

YET….you don’t have a serious perio protocol in office (and don’t say that your patients don’t have perio issues, when the national average is that 42% of patients have periodontitis with one or more teeth)! You are treatment planning, but not stressing the importance of getting said treatment. In fact the reason this happens, is because you are afraid to scare a patient away. You let them dictate when they get cleanings, exams and X-rays, even though your protocol is an exam every appointment!!


The list goes on of the things I have witnessed dentists not do, because they are afraid of losing a patient.

So what do you do?

My suggestion, define the types of patients you want. Write down your protocols and what you believe is the best way to care for patients. Think of what your definition of ethical dentistry is.

Your job as a HEALTHCARE provider is to take care of patients health. If they have decay in their mouth, it needs to be fixed. If they need an SRP, tell them. If you want patients to have an exam with every visit, then make it a policy and dismiss patients who don’t want to follow it.

Do NOT lessen your care to get a patient not to leave.

Have your standards and stick to them.

Are you the leader in your dental office or are you missing that step?

It is not their business. Literally, your dental practice is your business, not your employees. So please stop expecting them to treat it is like their own, because them working for you is always based on conditions. And they do know that if they left, you would just replace them (you would, don’t lie).

Now, this does NOT mean that you can’t create a dynamic team, that takes amazing care of your patients, and works hard for you to see your vision come to life. A team that can potentially stay working for you for many, many years.

Just because it is not their business, does not mean that they can’t have ownership of their job and work with you more as partners, rather than employees.

There is so much to do daily in a dental office. From greeting patients, to answering phones, dentists bouncing between treatment and exams, hygienists struggling to see their patients in the allotted time, assistants helping pretty much everyone, a day in the life of a dntal office can be a lot. Having a team that works together like a perfect cheer team is ideal, and it is that type of team that will make sure patients are scheduled, taken care of, supplies are ordered, advertising is handled and so much more, which all means that your job as OWNER, becomes way easier.

So how do you get these “employees” to become “invested” and work “with you“, not just for you? Well here are my 6 steps to getting teams to be my partners!

1. Be the leader, and set the example daily for how you want patients to be interacted with and for staff to interact with each other. If you want patients to be greeted with enthusism, then you need to do that. My dad taught me a lot about leadership. He always reminded me that it didn’t matter what role I played, if the toilets needed cleaning, then I needed to clean them.

If you walk into your lobby, take a minute to straighten up. Be proactive and call patients, check in with them. All the things you want done, well you need to be the first one to do them.

2. Learn what makes each employee (team member) feel appreciated or valued. Things like The 5 Love Languages for Business is great. Learning what is important to each indiviual person is a graet way to find out what motivates them. (FYI, it’s not all about money!)

3. Get their ideas and let them take the lead! Does someone have a great event idea? Does it align with your mission? What does it hurt to try? Letting your tream members take the lead on projects, ownership for how they do their job and using their ideas is a great way for them to feel more like this office is “theirs”.

4. Recognize in public, reprimand in private. NEVER, I reapeat NEVER yell at, criticize or reprimand any employee in front of others. It is always better to find a way to talk in private, and use this as a coaching time.

5. Create an amazing culture for your team. Give to them, serve them, make them your priority and they will make your business their priority. Bring lunch in once a week, or close the office one day and send them all out to lunch. Bring in donuts. The list is endless. The culture you create will translate in a positive way.

6. I will say it again – Lead By Example!! If you want your employees to say good things about each other, then you need to say good things about them. People will follow a good leader, so be a great one. Invest in leadership trainings, books and webinars. Think about great leaders you have had, what did they do that was so good?

Team and employees will always be the biggest headache in an office, unless you become a great leader. If you are struggling with turnover, employees not doing what you feel they should be doing, low morale and more, I would suggest taking a really hard look at you as a leader (and fix it)!

What a group dental practice taught me

My career in dentistry started as an office manager in a great dental office. Although I didn’t even know what a prophy was that first morning, I had a great organization that was ready to teach me how to make a dental office go from just good to AMAZING!

Now don’t jump to any conculsions until you hear what I have to say, but my first job in dentistry was with a group dental practice, or a DSO. (I will ignore the eye roll and loud gasp you just made)!

FIRST – not all group practices are created equal, yes, some are probably pretty horrible. I won’t disagree that maybe patient care isn’t that great, and some are probably referred to the “fast food” of dental. However, if a DSO sets up their practices the right way, they can create mission driven, patient centered, dynamic teams, that are totally, 100% unified in being the BEST in dentistry.

I worked for a great organization. One with strong leadership, that was built on a solid mission. Teams were encouraged, lead by example to succeed. There were clear cut systems to ensure that everything ran smooth. We watched revenue, stuck to budgets, and made informed advertising decsions. The offices I led ran smooth, with low A/R, full schedules, defined experiences and systems that could honestly have had the office running while we all took naps.

Honeslty, I thought ALL dental offices ran like this.

Let’s just say that the first time I consulted with a private practice I was SHOCKED by what I saw, the sheer amount in patient balances that was sitting 90 days passed due made my head nearly explode. Not mention the lack of defined roles, office manager who knew exactly nothing and a dentist that was struggling to understand that he was no longer “just a dentist”, and labor laws that needed to be enforced (we got it all figured out).

It was the audits of multiple other private practices, that I really became thankful that I started my dnetal career under the guidance of a group practice. With nearly 13 offices at the time I worked for them, we were able to try new processes and determine what worked and didn’t work fairly quickly. It takes a lot to grow from a single office to dozens, all while keeping all those practices focused, getting amazing patient reviews and building teams that were invested in the company.

And quite frankly, the more private offices I got to be part of, the more my heart broke for the lack of leadership I found, the poor morale in teams, the systems that were written down but never followed, that dentists were “watching” teeth, more than providing treatment, that patients were being allowerd to dictate their care and well, does the list need to go on?

This is what a DSO taught me about running a PROFITABLE, TEAM CENTERED, SYSTEM BASED dental office. By following their lead as to what a GREAT office looks like!

1. Leadership is your number one focus. If you are struggling to get your team on board, look at your leadership style.

2. Your team is a priority – take care of them and they will take care of you.

3. Systems for ALL repeatable actions will allow things to run like clockwork!

4. Do not be afraid to talk about needed treatment. If you “watch” teeth, you can watch your business walk out the door.

5. Watch the numbers! Have great analytic software and know what is coning in and what is going out (and what is outstanding)!

6. Advertise ALL the time!

7. Create a GREAT patient experience!

8. Watch the legal side of business. There are laws you have to follow, legal advice when hiring, firing and more is very important.

I could go on and on, but I think you might get it. Many of the headaches from private dental offices can be easily solved. When I go to consult with offices now, it comes naturally for me to see what the positive impact could be, by implementing the things I learned from a DSO, into a private practice.

Yes, Giving is Great for Business

Being part of your community, is the best and most inexpensive form of advertising possible.

People like to support businesses, that support causes or groups they are part of. They have to go to the dentist, why not go to one that is supporting the local food bank, that they also support.

There are a few things to think about though.

The first is that you want to align your practice with organizations or causes that you believe in. That speak to your company culture and personal beliefs. Be diligent in not saying “yes” all the time and really think about what your ideal patient would think of they saw your practice name alongside a particulate group? If you have created a solid vision, culture and ideal patient for your practice, then it should be easy to determine who these people would be giving to already, which means they would support you in your sponsorship.

Have a system for how people or companies can ask for donations or sponsorship. This can be a form on your website to make it easy. Get their tax if number. The reason they are needing help and what they are requesting. Let them know that you will get back to them within 30 days. Don’t rush these decisions!

You will want a budget for how much you want to donate per year. Stick to this. Although it is beneficial to give, you are still running a business and well, there are bills to pay.

Have a mix of one time sponsorships, like supporting the local little league to having a monthly, ongoing donation to a specific group that your office supports. This is one that can be the most powerful in terms of your culture and public outreach. It will be something that your practice and team talk about on social media, in the office, website and more. For example, for every 10 new patients you give X to a specific organization. Make sure they are mentioning this on their website and social media also!

Unfortunately, I have met many dentists and other business owners that don’t want to give away a dime. Trust me, I do get it. However, we live in a very connected society and potential patients like to see companies supporting their community.

Buy or Build, That is the Question

This could go down as the biggest decision that a dentist has to make, and there are plenty of arguments for either choice. Do you buy an existing dental practice? Or do you build out a brand new one?

Regardless of which decision you make, do the research for both options. Dentists who bought an established practice, will tell you that it is the only way to go, while dentists who enjoy brand new equipment, will tell you there is nothing better.

This will be the first and biggest decision you make on your practice ownership journey.


There are some real positives to this. You get a patient base, probably staff that patients already know and trust. There is equipment and supplies, that you can change out or add to as time goes on. Basically, you have a functioning dental practice. Meaning, you will have revenue coming in, so the risk of the investment might seem lower.

Of course, you will need to do a valuation, look at equipment, take a glance at the schedule, look at the location, signage, get some ideas on what advertising is going to be. Create a plan for transition, so the old dentist can hand the torch over with his/her blessing. After all, you are buying a patient base, you want to keep them happy so they don’t all run away.

Depending on the age of the practice, updating equipment and furniture might be a must. Are you buying the first curing lights ever made with this deal? How much is a new pano? Are you going to be okay having to tape together hoses for awhile? Since most dental practices aren’t updated that often, and the cost of an established practice is just about as much as building a new one, are you okay maybe not having new equipment for awhile?

Although there are times that having established staff is great, I would say I hear about the headaches more than anything. Are they going to want to do things the way they have always done them? Do you want to fight the battle they might put up? Most long term employees look at the practice as their own, so it could you against them in making changes. As a new business owner, are you up for that challenge?


You get a practice set up just how you want. You get to build a team from scratch who is aligned with you vision, choose the colors, have all the new gadgets and toys. Being able to offer the latest and greatest, might appeal to a younger patient, so although you won’t have a beginning patient base, you aren’t worried.

Make sure to find a good location, budget for advertising, working capital to get started. Find an equipment company that can help with the buildout, and build a good relationship with your banker and CPA.

Build it just how you want it, but don’t overbuild. After all, you won’t have a full schedule right away. So watch where you tie up your funds!

If this is something you are investing in for the long term, building a practice so that it is designed just how you want it, might be the better option. Yes, you will have to do more leg work to get those patients in the door, but long term you will be more comfortable in your space.


When deciding what to do, hire a consultant or project manager (like myself), that can assist in providing a critical eye on either decision. They can help with transition and working with staff in an already working office. Or be the right hand person on the new office job site.

Whichever way you choose to go, remember it is going to be a lot of work. There is no right choice here, it is just right for you. You are going to have headaches and stress with either option, but what is more exciting to you? What challenge are you most willing to take on? Don’t rush this process, and take time to look at offices that currently for sale, what they offer and compare them to what it would look like building a new one!

Good luck!

Do Not Hire An Office Manager

The most overlooked position in a dental office is the position of Office Manager, or Operations Manager. Call it whatever you want, it is a position that typically the wrong people are hired into. More than that, it is a position that has all the wrong duties assigned to it.

It is a role that is filled by someone who answers the phone well, knows about billing, and has an understanding of dental software. The position typically requires someone to help with treatment plans, accept payment, send out statements and check patients in.

Although all of these tasks need to be done, they do not help your business grow and can be taught to just about anyone. Hire people who are assigned to solely take care of these tasks!

A common conversation I would have with dentists in my travels to their offices, is that they needed better marketing, were constantly looking for ways to get new patients in the door. They were dealing with the headaches of turnover, having to train new staff. They had no idea what their accounts receivable reports looked like, or how to effectively schedule patients. They would say, they wished they could have a really great office manager, so that they could just do dentistry.

What they were really saying is that they had lots of businesses frustrations!

I get it.

Owning a business is a lot of work. There are employees to keep happy, revenue to expand, advertising, budget, goals, and the list goes on and on. If your desire is to be a dentist, and have a successful practice, then you need to have the right people on your team. You need to be really good at dentistry, and then have people to help your practice be successful who have the skills and knowledge to grow business.

Because there is more to a successful practice than just placing great crowns or calling people for recall!

So here is my suggestion, to help alleviate your stress about profits and growth, and to really create a dynamic team for success. Do not hire an office manager.

Hire someone with business knowledge. They need to understand marketing and advertising (there is a difference). They should be driven by reaching goals, and have stellar leadership skills. They need to be proactive in always finding ways to grow business, and work with you to see your vision come alive. Hire a Business Manager.

Now don’t just hire someone and then hide in the back, this is still your business. Weekly meetings and a great working relationship with your business manager can actually free up your schedule so you can focus on the reason you got into densitry…to be a dentist!

You don’t have to do it all yourself. Hire smart, hire people who are an asset to your business. Hire people who have strengths in areas of the business that you might not. In doing this, your time won’t be split between dentistry and the business of it!

Candy, it’s job security for dentistry!

We had a bowl of candy at the front desk in our dental office! Yes, you read that right! A bowl of actual candy – not sugar free, not the tooth shaped suckers sold by dental companies. Nope this was sugar filled, sticky, hard candy.

And it was amazing!

If you’re a dentist you are probably raising your eyebrows in shock or shaking your head in disagreement, trust me even the dentist I worked with gave me a hard time about it.

After all, dentistry is about taking care of teeth, right? And sugar is the evil root of all dental issues. Why would we want to encourage patients to wreak havoc on their enamel! Kind of disgraceful huh?

Patients loved it though, it was always a conversation starter, put a smile on their face, for a moment eased their anxiety about being at the dentist. One time a very nervous patient called and a crown she had on #30 had come off! When asked what happened she admitted to eating caramels and it just came happened. So, like a good office manager, I ran to the local corner store and bought her a bag of sweets. When she arrived for her appointment, we gave her the bag of candy and told her that it was for after her appointment!

She started laughing and was taken by surprise. She also relaxed and was more at ease. How many dentists are handing out candy right?

Now, by no means am I saying that this is what you should do. If you don’t want candy in the office, no big deal (what about a soda machine)?! Joking!

See it’s not about the candy. Remember the woman with the missing crown? We gave her the caramels? It was a few weeks later and she sent us a great thank you card and mentioned the caramels and that she liked that little touch (also promised she was watching what she was eating). Over the next couple months, that patient referred quite a few new patients to the office, which is always what we want. And everyone of those patients mentioned the bag of caramel.

We became memorable to people. Our action of giving candy or having it at the front desk, made our office stand out to people. Because (drumroll) we were different! Our culture was one of fun, ease, comfort. We did other things like full on decorations for each holiday, had a resident elf that hung around the office, offered coffee or tea in the lobby and genuinely treated everyone like family.

The culture of your office is what will allow you to stand apart and be noticed. You don’t want to blend in, get lost in the fact that you do crowns or teeth whitening like every other dental office. You need to find ways to be different and that doesn’t always mean offering different services. It can mean instead, having televisions in each room, or lavender scented towels for after their appointment. It can be sending birthday, anniversary, or thank you cards to each patient. It can be having patient appreciation days, shoot have donuts every Monday.

The reality is you have to do something to rise above the rest, or else you will be fighting against the competition based on services, and well most dental offices all offer the same thing.

The Business of Dentistry

“There is cash in the bank, so I must be okay”

~ Said the Business Owner Who Wonders Where Their Money Went

There is no doubt that dental students are smart! They don’t just hand out dental licenses to anyone, right?! Dentists are skilled in science, artistic abilities and are taught that perfection is in the details. Most dentists have the goal of practice ownership, but with the lack of business education, they are not prepared for the challenges that lie ahead.

Every dentist I have ever worked with said the same thing, they “just want to do dentistry.” They believe that if they find that amazing office manager to run the business side of things, then they will just get to be the dentist in back. Which I don’t blame them for wanting. After all, they have devoted most of the last decade to learning dentistry and they want to build on their skills and well, practice what they went to school for.

This is where the disconnect happens. They don’t see their practice as a business, or themselves as business owners. They don’t understand that at the end of the day they are ultimately responsible for everything that happens in the business and that they are responsible for running the business.

Own your business!

Ok, be honest. How many CE classes do you take? Do you see the a class on veneers and just jump at the opportunity? There is nothing wrong with this, and to grow your skills is very important. But, not being able to do the perfect Class II composite isn’t going to kill your business. What will cause a lot of harm and potential financial loss is not having done the business “stuff” before, and not getting the guidance needed to be successful at it. Lack of team moral, poor scheduling, payroll concerns, marketing headaches, unfocused culture of the practice will lead to a loss of patients, revenue and create some sleepless nights.

I remember this one office I was asked to visit. Now, it was beautiful, updated, and comfortable. Great views of the mountains. The dentist, highly skilled, personable, and motivated. He had multiple hygienists, patients coming in, and really it seemed like it was working. Yet, his schedule was constantly falling apart. The recall report had never been worked. The 30/60/90 day report was scary. There were no analytics to even begin to see the health of the practice. The poor dentist was eager, but was struggling with how to motivate his team, and get people to work with him to be successful. It was a near recipe for disaster on his investment.

This is a classic case of not knowing business. For those of us who have ventured out on our own for the first time, we don’t know much. However, this is your business, and you need to learn it. Find CE courses to take on business, read books, find pod casts to listen to. Get a mentor. 

Begin thinking like a business owner, because those days of just doing dentistry are over!

Suggestion: Hire a consultant!

Any great team, has a coach. Even that super successful dentist down the street, most likely has worked or is working with a consultant or a coach. Hiring one can teach you about the importance of systems, what analytics to review to understand the health of your practice. They can give you verbal skills to help improve communication between the team and yourself, give guidance on treatment presentation and more. Basically, a great consultant can guide you to practice success. Let’s not reinvent anything here, lets just get right to the stuff that works! 

A consultant is an investment for sure, so make sure to take time to find one that is right for you. The most important things to know are how they will work with your team, how often they will meet with you, when they will be in your office. Do you just meet via a Skype call? Do they offer trainings? How are results monitored?

You will also want to know what kind of consulting they do. For example, I prefer assisting dentists in purchasing or building their office, and getting it set up correctly. I help with developing systems, hiring staff, leadership development and work in the office for a period of months. Other consultants might come in once a month, and help with leadership and marketing. Others might just give you a binder full of ideas and send you on your way. Take time and find one that you feel you can build a relationship with.

There is so much that goes into a successful dental practice. Changes in regulations, leadership, marketing and more, can be overwhelming. You don’t have do it all on your own, but you do need to know what is happening  and how to make decisions that can positively impact your business. 

I bought a practice, now what?

One way that dentists become owners, is by buying an already established dental practice. This can prove to be a very successful endeavor, or it can completely fall apart. I have seen what happens when there are bad transitions, and patients end up running for the hills and the dentist who thought they would have a full schedule from day one, ends up standing in an outdated office, wondering what happened.

On the other hand, I have seen offices transferred to a new dentist with an almost seamless transition. Business just carried on as usual. So, what is the difference, and how can you not lose your a** through this process?

Below is a list of items you will want to look at, but before you do that I would also suggest hiring a business consultant (who specializes in dentistry) or a transition consultant. Do not just rely on what the broker says, or if you meet with the selling dentist, do not listen to what they say. By working with someone who is looking at all the things you haven’t had to look at before – 30/60/90 day reports, profit and loss statements, and help navigate what a dated practice to really cost you, the risk on your investment can go down.

#1 What does the office look like on the inside? Unfortunately, most offices are for sale because the owner dentist wants to retire. Depending on his business philosophy, he might not have updated recently or at all since he first opened his practice. Will you have to replace the flooring? Nothing like stained blue carpet in the hygiene rooms to scare a patient away! That pink wallpaper, might need to go. As exciting as remodels are, they cost money and unless that was figured into the purchase price, you might have to live with the chipped counters, and mustard yellow bathroom fixtures for awhile.

#2 Meet the staff. Are they friendly, are they welcoming. How long have they been there. On one hand, having staff that has been there for a long period of time can help, because patients know them. On the other hand, which we will discuss a little later on in another post, is they can stay stuck in how things were done, and not want to move forward. But initially, do you think that you’d be able to work with them? Or do they give you a cold shoulder right away?

#3 Where is the office located? Are you buying a building, or just the business? Is the building rundown, who are the neighbors? What is parking like? These are things that if you were building an office, you want to consider before making a move.

#4 Reports! If you can, look at the accounts receivable (A/R) report. What are collections like? What does the schedule look like on a daily basis, is it full or are there lots of holes? There was a practice that was purchased, and when we looked at the 30/60/90 day report found tens of thousands of dollars that had never been collected and was way past the 90 day mark. That is not just money that you will get, that is a headache waiting to happen. These might not be able to collected on, especially if there are outstanding dental claims to insurance – they have a time limit to be processed! Beware of A/R!

#5 Check that equipment! There are so many advancements in dentistry these days, and a big one are the cool toys (equipment) that are coming out. New curing lights, digital x-rays, cordless drills are just a few, and not the most expensive. Now, we can agree that excellent diagnostic equipment can be the answer to helping patients to understand their treatment needs. Want to offer same day crowns? Although a great benefit to patients, it will hit you in the pocket book for sure. So, really look at what is currently I office. I can remember walking into a treatment room and seeing what had to of been one of the very first curing lights ever made. And the year was now 2018. My heart hurt for the new dentist that was so excited about his practice, but clearly had no idea on just what the cost of updating was going to be.

#6 How helpful will the selling doctor be in the transition? Many times the retiring dentists has owned the practice for many years, and because of the relationship driven nature of dentistry, will know his patients like family. So, having him leave abruptly can be a shock to many. Is the dentist willing to stay on a few days a month for a period of time? Can you put a picture of yourself and family a the counter, as a slow introduction? What about sending out a letter to patients, giving them a heads up of this great change? In a nutshell, you want the dentist to pass the torch and be your advocate. Trust me, when the dentist leaves suddenly or is ousted, patients will run for the hills.

#7 Lastly, do not just look at the number of patients in the database, because that does not mean much. I met a dentist who was telling me he was buying a practice that had 4000 patients in it, but I new that the schedule was rarely full. So where were those patients? You need to know active at least in the last 2 years, this will give you a better idea of the number of patients you actually have the potential to see.

Regardless if you buy your build, there’s going to be a lot that has to go into it. Developing a brand culture, advertising, team building, equipment updates and more will add up quickly. Do your due diligence, this is a business investment, get some guidance!

A Crown is a Crown

“People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.”

This I think is the hard truth to face for many entrepreneurs. Honestly, when was the last time anyone had a new idea? It’s not like people are inventing airplanes, or the first espresso machine or we are seeing first denim pants being created. In the past there were revolutionary ideas, people could create a product and then sell it and they were the only ones doing that. There was no real competition!

Perhaps you had to get people to change their way of thinking, like going from a horse and cart to an automobile. But once people realized the convenience, look at where we are now. Business today (for the most part) is just people re-creating ideas. And the ones who succeed, who really stand out from the crowd, are the ones who know exactly who they are marketing to and use the culture of their business to stand apart.

They have a very clear direction and they know their ideal customer, client or patient. They aren’t trying to market to everyone, they are trying to market to a very specific person or a group of people.

This is especially important for businesses to understand. Let’s look at dentistry, because that’s what I love. You open a dental practice, I guarantee that nothing you are doing is different then the office down the street. You’re probably doing crowns, maybe same day, composite fillings, teeth whitening, a little bit of Endo. So, really you’re not doing anything differently. You are doing dentistry.

So why should they come to you? You can’t just go out there and say hey I’m a dentist come see me. Because there’s probably dozens if not hundreds of other dentists in the same city. People have their choice, it’s nothing new. It’s not like you’re moving into a town and you’re the only one, and if you are good for you. But for the majority of dentists, opening a practice, you are instantly going to have competition.

This is where knowing the vision and mission of your business is key, but most importantly who you are marketing to and what is the culture of your business, is going to set you apart. Why should people choose you? How will you make them feel? What do you stand for? Those are the things that people will look for to differentiate you from someone else. 

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