Most practices look the same. They take insurance, modify treatment to fit coverage, and neglect what is truly best for patients. That is why so many dentists get compared to the office next door. If you want to stand out, you need to differentiate. Here are 3 simple levers for differentiation: 1. Offer what you believe in. Even if it is not popular. Patients can feel when you truly believe in your treatment. 2. Hyper focus on the patient experience. From the first phone call to the moment...

When I worked in 11 different offices, I noticed something strange. Everyone was doing the same thing. Taking insurance. Modifying treatment to fit what was covered. Neglecting what was truly best for patients. And I went along with it until I realized my patients and I deserved better. The turning point came when I inherited another doctor’s patients. I started offering aligners. Something the previous dentist never even mentioned. The reactions were mixed. Some patients called me a scammer....

I recently read a newsletter from Alex Hormozi talking about how customers want a thing (ham) but they actually need something else (garlic). And it is our job to navigate this. So I thought about how I could make it relate to dentistry and aligners. I came up with the following story... A patient begged his dentist for straighter teeth. The dentist said yes, but only if the patient promised to wear his retainers. Deal. A few months in, the patient panicked. The teeth weren’t tracking. “Add...