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You can stay stuck in 1975 and say this has always worked for me, but the climate has changed. I mean, I’ve had conversations with Fred Joyal and he talks about the consumer behavior is almost like a whole nother creature now. I’ve had a practice for 12 years, but if you’ve been doing this for 30 years and you try and do what you did 30 years ago and think that’s going to be successful, I think you’ve got a long road ahead. And when you try to transition out, that young dentist isn’t going to find too many appealing things in a declining practice.
I think there’s a lot of things that are coming into play there. Google replacing Yellow Pages, the access to all information. I know you know a fair amount about Gary Vaynerchuk, like the consumer has won forever. They have a louder voice and more resource with all the information out there, so I want to provide that for them and I want to use the most effective medium possible.
To be able to put evergreen content out there, and if you have an abscess at one o’clock in the morning and you have resources there that you know who you’re going to see at eight o’clock in the morning – I feel that’s just part of the information agency to provide. There’s so many things that come into play; that’s when you become the trusted advisor because they’re giving information when they’re ready. It’s kind of being transparent and authentic and making sure that they know who I am as a dentist but they know who I am as a human. I know I’m not everyone’s dentist but the patients that I connect with I think really adore that we do what we say and that we follow through on our promises and that we consistently try to over deliver.
Having the reviews out there, I just think that time has come and to ignore that is at your own peril. That’s the name of the game is you find people that have already been through it and you seek their insight as opposed to beating your head against the operatory door for a year, five years, ten years. Because what does every dentist want? They want to do the dentistry that they want to do, not because they have to do it and get on a treadmill.