What is the unique reason a patient should choose my dental practice? You need a single clear answer to this, and it has to live where the buying decision happens. When a patient is comparing you against the practice across town, price is the lazy tiebreaker unless you have given them something better to weigh. So name the one reason. Maybe it is a specific approach to comfort, a promise about how you handle problems, an expertise nobody else local offers. I put that unique reason right alongside the warranty in the written plan, at the exact moment the patient is [...]