Why do dental patients with serious issues seek out the 'zebra' practice? Because they want to believe someone has answers others do not. The convincing mystic sells in every market: the long-lost ancient cure, the revolutionary new procedure, the easy formula for what feels impossibly difficult. Patients with serious dental needs are not shopping for a regular dentist who can probably handle it. They are shopping for the zebra. Position yourself accordingly. Make your approach hard to compare directly to others. Specific terminology, signature processes, proprietary case presentation steps, named services. The clinical competence still has to be there underneath. The [...]

Why do dental patients with serious issues seek out the 'zebra' practice? Because they want to believe someone has answers others do not. The convincing mystic sells in every market: the long-lost ancient cure, the revolutionary new procedure, the easy formula for what feels impossibly difficult. Patients with serious dental needs are not shopping for a regular dentist who can probably handle it. They are shopping for the zebra. Position yourself accordingly. Make your approach hard to compare directly to others. Specific terminology, signature processes, proprietary case presentation steps, named services. The clinical competence still has to be there underneath. The [...]

Why do dental patients with serious issues seek out the 'zebra' practice? Because they want to believe someone has answers others do not. The convincing mystic sells in every market: the long-lost ancient cure, the revolutionary new procedure, the easy formula for what feels impossibly difficult. Patients with serious dental needs are not shopping for a regular dentist who can probably handle it. They are shopping for the zebra. Position yourself accordingly. Make your approach hard to compare directly to others. Specific terminology, signature processes, proprietary case presentation steps, named services. The clinical competence still has to be there underneath. The [...]