There’s no single “right” way to treat her situation there are just different ways among many acceptable treatment routes. She’s doing her best to sort through the plans, which include extractions, rapid palatal expansion, interproximal reduction, headgear and non-extraction therapy. However routine her case may be, she’s found your treatment plan to be unique among the several orthodontists in the area, which leaves her confused: She presented with the same set of problems at each office, so why is she hearing different treatment plans, lengths of treatment and costs? Jada’s diagnostics at initial presentation are likely not too different from what you see daily, and might even be considered routine in your office. What’s your treatment plan? Buying your “why”
Your diagnosis likely includes a balanced facial profile with minimal incisal display on smiling, Class II malocclusion, transverse deficiency, anterior crossbite, severe crowding of the maxillary dentition, and moderate crowding of the mandibular dentition. She tells you she doesn’t like how her teeth overlap in the front and how it appears as if she’s “missing a tooth.” At the initial exam, Jada seems a little fearful about what your treatment is going to entail and how it’s going to impact her social life. You’re one of several orthodontists they’ll visit over the following weeks. She takes to the internet, searches for the nearest orthodontists, then verifies her choices on Instagram before asking her mom to call your office to schedule an appointment. Meet Jada, a 14-year-old patient seeking to improve her smile and appearance through orthodontic treatment.
With each new patient case, we have the opportunity to reflect on our treatment plan and ask ourselves why we’ve decided to treat the patient the way we have, then confidently convey that to them. We can apply the “why” approach not only to our office culture but also to our diagnosis and treatment planning. When our “why” goes fuzzy, it becomes difficult to maintain growth and inspire our teams and patients. Our artistic signature, our brand, our unique practice fingerprint-our purpose, cause or belief-are the whys of what we do. In 2013, I opened my office and began to experience what I consider to be the rewarding result of one of the most significant decisions I have ever made.Īuthor and motivational speaker Simon Sinek explains, “People don’t buy what you do, they buy why you do it.” As orthodontists, we all straighten teeth-that’s what we do. If I were to achieve my ultimate goals, I needed to take on the high risk of building an orthodontic practice from scratch.
As time went on, though, I began to realize the value of team culture and the key factors that influence new patient conversion. It was a tremendous opportunity being able to learn the business of orthodontics without the responsibility of ownership. I spent the first year after my residency working as an independent contractor in corporate dentistry. Have you ever asked yourself why you do what you do?