Are You Trying To Be Everything To Everybody?

Is your business missing out on procuring clients and customers while you chase after everybody you possibly can?

The reason I ask this is that from time to time I see dental practices trying to be everything to everybody, and in so doing end up repelling a lot of potential business from patients who are seeking a specific type of dental practice to visit.

And it really is crazy to see this happening, where dental practices are repelling their “ideal” patients while they try to chase every patient they can chase.

There is no logical reason to think that you need to be everything to everybody.

A colleague of mine once said that rather than trying to be able to do everything for everybody, he’d rather be really good at a select few procedures and do those procedures very well, and refer out to others the dental procedures that he did not wish to try to master.

And sometimes I will see the situation where several dentists in one practice become “superior exponents” of one or two different dental procedures each, so that patients in that practice can be referred internally from one dentist to another, depending on the particular treatment that this patient needs to be getting done.

In both these cases, patients know that they will always be getting the very best of care from their dentists, rather than having a dentist who wants to literally “give something a go every time and see how things turn out.”

Now, it is true that some dental practices in rural locations do need to be able to master a few more procedures than their city colleagues have to, because of geographic isolation from specialists, but in most cases, the logical decision as a dentist is to do for your patients those procedures that you are good at and that you enjoy doing, and refer out those procedures that you know the patient will be better off seeing a specialist for.

Learn those procedures you want to provide.

And in the best interests of your patients, refer out those procedures you don’t like doing.

It’s really quite logical.


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