Who is the Best Dentist in Your Town?
We are constantly called to give our best to the profession we choose. Answering that call is a matter of personal choice and passion. When answering that call, most of us are not aware of the hard work, dedication, leadership, and learning that has to happen in the process. It is hard work being YOUR best.
This hard work can result in frustration for even for the most technical savvy dentist when the rewards don't show or don't come fast enough. Most of us want our struggle to eventually become easier as our careers progress. All too often, some practices are not willing to do the hard work that make the rewards come easier. This month we look at the rewards of being at the top of the "short list."
The "Short List"
If I were to visit your town and ask the following question to all of the dental specialists and dental auxiliaries: "Who is the absolute best dentist in town?" I would probably get a small list of names. There would probably be only 2 or 3 names that would be mentioned.
Its no different than asking the same people: "Which restaurant has the best seafood in town?" Again I would only get 1 or 2 responses. There might be a third, but the frequency of its mention would much less than the first two.
Every town has a "short list" of what we consider to be the best in anything. The best in any chosen endeavor usually don't have a problem attracting good people, whether they be patients or team members.
Dr. Kenny Fishman of New York, NY says that one of most important things he ever did when choosing to practice in Manhattan was to spend a few weeks asking all of the dentists and specialists in town this question, "Who is the best dentist in this town?" As a result of that question he got what he called a "very short list" of names. He then proceeded to called each dentist on the "short list" and ask them this question, "I am a dental school grad, and I heard you are one of the best in
What he observed in the subsequent visits to those offices was some of the best CE of his life. Not only was this experience extremely valuable to helping him crystallize his vision for the future, it helped him understand one thing:
"When you are lead dog you don't have the basic struggles that other dentist have."
Being the best dentist in town doesn't always guarantee that you have the best practice. Being technically excellent without having the soft skills of leadership, communication, empathy and passion for people can make the bus ride for the people around you quite miserable. It can also make you quite miserable.
It is powerful when a dentist understands the difference between these two and is smart enough to emphasize their training and coaching to meet both requirements.
When you are at the top of the "short list" in your town great people and the best work will seek you more often than you will have to seek it. The best dental auxiliaries are always doing more homework on the dentist than the dentist is doing on them during the hiring process. Keep in mind that working just for the best dentist isn't my goal if I am a really talented auxiliary. My first and primary concern is my quality of life at work. I want to work for someone who is passionate about their team members, provides a great work atmosphere, is highly ethical, makes it fun, and makes me feel good about being a part of this practice. This "feeling good" as a part of being in this practice most often manifests the same feeling in patients as a result. When people feel really good about themselves as a result of being in this practice…they call it "the best practice" in town.
When it comes to hiring, when you are not at the top of the "short list," most of the people that answer your employment ads are one of two things:
1. Unemployed
2. Unhappy
That is a tough segment of the market to filter through. Which leads me to another thought that was articulated by a very intelligent and mature dentist I met this weekend at the Holiday Dental Conference. He said:
"When you aren't the lead dog, the view seldom improves."
When you are the top of the "short list" in your town, the best team members will find their way to your practice. Kind of like how the best college football programs are incredibly strong magnets for the most talented high school athletes in the country. Is it an accident they attract the best players and the most TV coverage? I think not.
Word of Caution
One of my favorite mentors told me this, "All positions in life are temporary." Once you are at the top you will have to work extra hard to stay there. The college basketball season is off and running and the Kansas Jayhawks get no special favors from anyone. If anything, they become intense targets for upsets and scrutiny for those watching. Getting to the top is hard. Staying there is harder.
Now, you are certainly not without challenges when you are at the top of the "short list." But finding new patients, good team members, and helping patients with elective dentistry are not continuous struggles.
Take an honest look at where you might fit as a dentist and as a practice in your community. Then take the time to talk with your team about creating a plan to move your practice to the top of the "short list" in your town.
While I might not be able to completely control all of the elements to being at the top of the "short list" as rated by the market we serve, I sure can control the ability to be at the "top of the short list" of the greatest companies my team members have ever worked for. Being successful at this has a strong possibility of increasing the viral energy with patients of being at the top of the "short list."
Have fun. Shoot for the top of the "short list."
My best to you and your family,
Kirk Behrendt