Why do dental patients want to believe their dentist has special techniques others don't? Because that belief makes the decision easier. People deciding on expensive, painful, or significant services want a simple story: 'this person has answers that ordinary practitioners do not.' The story may not be technically accurate. Most markets have several competent dentists who could do the same case. The patient does not care about that. The patient cares about the feeling that they have found someone different, someone who specializes, someone whose approach is hard to replicate. Lean into this. Give patients a story they can believe and [...]

Why do dental patients want to believe their dentist has special techniques others don't? Because that belief makes the decision easier. People deciding on expensive, painful, or significant services want a simple story: 'this person has answers that ordinary practitioners do not.' The story may not be technically accurate. Most markets have several competent dentists who could do the same case. The patient does not care about that. The patient cares about the feeling that they have found someone different, someone who specializes, someone whose approach is hard to replicate. Lean into this. Give patients a story they can believe and [...]

Why do dental patients want to believe their dentist has special techniques others don't? Because that belief makes the decision easier. People deciding on expensive, painful, or significant services want a simple story: 'this person has answers that ordinary practitioners do not.' The story may not be technically accurate. Most markets have several competent dentists who could do the same case. The patient does not care about that. The patient cares about the feeling that they have found someone different, someone who specializes, someone whose approach is hard to replicate. Lean into this. Give patients a story they can believe and [...]