If that were only true, but sad to say, it’s not. From dental school onward, dentists are taught that providing excellent dentistry––which is our obligation––will automatically lead to practice success. While this appeared to be true for many years, because most practices were successful, it had little to do with the excellence of the dentistry and more with simple supply and demand. There were fewer dental practices back then, combined with more patients seeking care. Neither one is true any longer.
Today, practice success depends on the ability to compete effectively in a crowded market. You need to implement the best systems, promote your office continuously and effectively, provide incredible customer service, and find new ways to grow your practice.
Moreover, most patients have absolutely no idea about how to measure the quality of clinical care they’re receiving. In fact, patients are judging your practice more by the level of customer service they experience than the actual dental treatment. People will remember the smile and kind words they received from the front desk more so than your skills at filling a cavity.
Don’t get me wrong. Excellent clinical skills still matter greatly, but they also need to be supported by excellent business skills. You can be the top clinician in the world, but it won’t matter if your schedule is half-empty every day.
Solution: Get the business and leadership skills you need to become an excellent CEO for your practice. When you supplement your clinical knowledge with business savvy, it’s a powerful combination!
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