6 Ways To Adapt A Bigger Vision
Written by: Scott J. Manning, MBA
Are you really in the business of “dentistry”? Yes, dentistry is the core foundation, but your business is about much more than patient care, procedures, and technology. It’s really a life and health business that optimizes, prevents, and transforms patients’ lives—one that is full of opportunities. But to take advantage of all the benefits that come with this bigger vision, you need to rethink your messaging, processes, and patient experience to align with the business you’re truly in.
1. Specify Your Real Business
Patients are not buying your dental “procedures” or shopping for crowns, implants, or cleanings. They just want outcomes that lead to better health, improved confidence, greater longevity, and enhanced quality of life.
Start thinking about dentistry as a comprehensive solution—not as individual services. You are not in the hygiene, implant, or selling-procedure business. You are in the business of helping patients live longer, healthier lives and offering transformation where you prevent future problems, optimize health, and provide confidence and peace of mind.
Define your business this way, and your messaging, branding, culture, and processes will all elevate to match this higher standard.
2. Align Every Part of Your Dental Practice With Your New Vision
Begin by decluttering the things that no longer serve you or your patients, and ask yourself a few questions:
- Is your branding outdated or overly focused on procedures?
- Does your messaging share your commitment to overall health and transformation?
- Do you have patient experience elements that feel transactional instead of personal?
When answering these questions, think past aesthetics and about stripping away anything that distracts you from your higher purpose. With your new vision, patients will feel the difference from the second they call your office to the minute they leave after treatment. And this applies to your team culture, too. Everyone needs to make the vision of delivering life-changing care part of communications with patients and the way they approach their role in the practice.
3. Expand Your Network of Health Partners
Now that you know you’re in the health business, you are open to all the opportunities available, no longer work in isolation, and are part of a massive ecosystem of health providers. For example, you can:
- Partner with complementary health professionals in your community and refer patients.
Build a network of fitness coaches, med spas, nutritionists, and other specialists to promote each other’s services. - Collaborate on marketing and offer promotions from your partnerships in your patient materials—and ask them to do the same for you.
This may be an exclusive deal in a new patient, thank-you, or referral package. - Host joint events with your health partners and provide beneficial information about longevity, preventative care, and complete health.
Now, you become known as a leader in your community’s health and wellness space.
4. Focus for Higher Profitability
Know exactly who you serve and what you stand for. You don’t have to change what you do; just be intentional about how you position it. Align with a specific segment of the market to attract patients who value what you offer. For example:
- Focus on complete health dentistry, and you’ll attract patients who prioritize prevention and longevity.
- Emphasize premium care, and you’ll bring in patients who value quality over cost.
By clarifying your market, you’ll stop wasting time chasing patients who aren’t a good fit and start building a loyal base of patients who align with your vision.
5. Communicate Transformation Messaging
All the words you use, the tone of your voice, and when you convey certain messaging should reflect the bigger vision of your practice. To do this:
- Educate patients so that they see the value of comprehensive care and how their oral health impacts their longevity and overall well-being.
- Inspire confidence and excitement with new terminology—such as calling a cleaning a “preventative health strategy” instead.
- Be consistent about your message of transformation and complete health at every touchpoint, including your marketing materials, website, social media, and conversations.
6. Stop Just Going Through the Motions
Patients can tell when you’re not committed to excellence. To be a leader in the health and wellness space, you need to:
- Deliver top-tier care with every procedure
- Create a seamless, enjoyable patient experience
- Invest in ongoing training for your team to stay ahead of industry trends
- Maintain a high standard of communication and follow-through at all times
Patients notice this and will stay loyal, become advocates for your practice, bring in referrals, and grow your reputation.
You’re in a Business With a Bigger Vision—Take Advantage of It!
The question isn’t “What business are you in?” Instead, it’s, “What business do you want to be in?” With a bigger vision where you position yourself as a leader in health and transformation, you can take advantage of the greatest opportunities in the marketplace. But you need to change your mindset to be successful. You’re not running a dental practice. You’re building a movement that enhances health, transforms lives, and creates lasting impact.
ABOUT THE AUTHOR
Recognized by thousands of dentists across North America, Scott Manning is an accomplished author (“The Dental Practice Shift” is the #1 most requested book in dentistry) and highly sought-after public speaker. For almost two decades, he has dedicated his life to inspiring and motivating dentists worldwide to create wealth- and lifestyle-based practices. Today, when he is not sharing his positive messages worldwide, he loves to travel and spend time with his beloved wife Kristen and daughter Saylor. To learn more, visit https://dentalsuccesstoday.com.
