Henry Ford was a genius with automobiles. But with people, he had his limitations.
More specifically with the “worker-person.”
On one occasion he asked, “Why is it that I always get the whole person, when what I really want is a pair of hands?”
You, friend…and dental professional are more than “a pair of hands.” Though there are days, chairside, bent over mouths, preventing, restoring, treating, diagnosing, treatment planning…that you feel like a “pair of hands,” right?
Years have gone by, and the Industrial Revolution mindset still rears its head. It gives you the idea that you’re a “production unit.”
It’s easy to see how your team can feel that way too. And if you’re not careful, that is how you can communicate to your patients (“production” instead of people).
Good news: you’re whole-y valuable! Chin up there, Sport!
Let’s talk value. Because that’s what you bring to every patient who trusts you enough to allow you to diagnose, let you treat, and part with their hard-earned resources to stay healthy (and remember…bottom line…it’s about health!).
Three L’s of Value (and Why You’re More than a Pair of Hands)
1) Listen between the lines
Your patients are saying more than you’re possibly hearing. Value-based care listens between the lines where you’ll hear their deeper motivation for treatment.
For example…Remember it’s not about porcelain veneers – it’s about your patient’s confidence to smile in front of a crowd as they deliver a presentation. Or it’s not about orthodontic treatment –
it’s really about attending their 25th high school reunion next summer looking better than they did when they graduated.
2) Leverage features into benefits
It’s Marketing 101. Features appeal to logic. But benefits connect emotionally.
That’s why no one cares (really) about your state-of-the-art thingamajig you invested in. Stop talking up the technology and instead talk up the benefits it delivers.
Do a feature-benefit assessment of every technology, procedure, product, or service you provide. Then present around the benefits.
3) Look beyond today
Your ultimate professional responsibility is wellness. Patient priority one: prevention.
But won’t that diminish returns?
Hmmm…good question, but…
Maybe (with a long term perspective) you’ll begin to feel more “whole” and less like a “pair of hands.”
Just a thought…and a value-able one at that!