It's a difference worth noting. Patients aren't really in a position to judge the quality of the clinical care you provide. Don't get me wrong – they know when they're happy with the results they see in the mirror, but when do you ever hear a patient bragging to friends about their great margins? What they are really judging you on is the level of caring they feel they are getting. And that's where dental practices have a distinct advantage over so many other businesses.
Lots of businesses tell us that they care about us – some even spend millions on advertising to say that they do – but in a lot if cases, it's lip service and we know it. Any organization where decisions are made by systems or where customers deal with a different person every time, just isn't set up to care. The best they can offer is “your-call-is-important-to-us” fake caring. In dentistry, by contrast, you have the good fortune to be able to truly personalize each patient's experience.
Only people can care about people, and dentistry is an intensely personal, people-oriented profession. For the most part, patients see the same people every time they visit your practice. They come to trust you. You have the ability to create real relationships because you have the ability to be totally genuine.
Delivering high-quality dental care is what makes you a great clinician. But it's delivering a high level of caring, too, that makes you a great dentist.
What do you do in your practice to make patients know they are getting genuinely personal caring? This is a great discussion to have with your team, and I invite your comments here.