How does patient information help position me as the expert? Information does double duty. It sells, and it positions. The better and deeper your materials are, the more you look like the obvious expert in the exact dentistry you want more of. That is not an accident, it is a byproduct of going further than anyone around you. Patients do research before they pursue treatment, whether you like it or not. So give them a shortcut through that research phase, and make your materials the best thing they find. When you do that, a patient with the means starts to wonder [...]