Learning the art of storytelling in the business of dentistry

As a new dentist, you’re about to embark on an exciting journey in the world of oral health care. While clinical skills and patient care are at the forefront of your practice, there’s another crucial aspect that often goes overlooked: the power of storytelling. Your dental practice has a unique story waiting to be told, and sharing that story can set you apart in a competitive field. In this article, we’ll explore how you can find your story and showcase it to build a strong connection with your patients and community.

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1. Understand the importance of storytelling

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“Stories are the most powerful communications tool we have.” — Susi Hately

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Storytelling is an age-old art that transcends cultures and generations. When done right, it can humanize your dental practice, making it relatable and memorable. In today’s day and age, patients want more than just dental services; they want a connection, a sense of trust and a reason to choose your practice over others. By sharing your story, you create a compelling narrative that can resonate with potential patients.

Picture yourself, a new dentist fresh out of dental school, just like one of my colleagues who conquered her childhood fear of the dentist. Now, she’s on a mission to make every patient’s visit a comfortable and reassuring experience. Her personal story, which speaks through many personal touches to her practice, brings depth to her practice, making her not just a dentist but a trusted friend.

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2. Find your unique angle

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“Everyone has a story, and there’s something to be learned from every experience.” — Oprah Winfrey

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Begin your quest by delving into your personal story. What motivated you to become a dentist? Have you faced and conquered challenges or experienced life-altering moments that have shaped your approach to patient care? Perhaps you possess a special interest or expertise within the vast realm of dentistry, such as pediatric care or cosmetic procedures or caring for patients with obstructive sleep apnea or temporomandibular joint disorders. Identify what sets you apart, and let that distinction shine at the heart of your narrative.

Every dentist, including you, holds a unique journey that led to this profession. One of my batchmates discovered his passion for pediatric dentistry through volunteering at a children’s hospital during dental school. He understands what it’s like to be a child in the dental chair, and his empathy shines through in his practice, which is regarded as one of the most kid-friendly offices in the area.

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3. Craft a compelling brand story

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“Your brand is a story unfolding across all customer touchpoints.” — Jonah Sachs

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Your brand story should reflect your values, mission and vision for your practice. Consider these elements when crafting your narrative:

• Begin with a relatable introduction: Start with your background and what inspired you to become a dentist.
• Highlight your core values: Discuss the principles that guide your practice, such as patient-centered care, compassion or community involvement.
• Emphasize your mission: Clearly state your purpose as a dentist and explain how your practice helps patients achieve healthier, happier smiles.
• Share patient success stories: Showcase real-life cases and testimonials that demonstrate the positive impact of your dental care.
• Include your vision: Articulate your future goals and how you plan to grow your practice while continuing to provide outstanding dental care.

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4. Engage with authentic content

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In the digital age, storytelling isn’t limited to in-person conversations. Leverage various platforms to communicate your narrative, including your practice’s website, social media profiles and marketing materials. Share content that resonates with your audience, such as before-and-after photos, educational articles and videos that give a behind-the-scenes look at your practice. Authenticity is key in building trust with your patients, so be yourself and let your personality shine through.

One of the popular dentists in my local dental society uses his practice’s social media presence to share informative videos about the latest dental technologies in the most unique ways. He is genuine and relatable in his content, which resonates with his patients and potential clients.

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5. Connect with your community

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“The best way to find yourself is to lose yourself in the service of others.” — Mahatma Gandhi

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Now, envision “Dr. Compassionate,” who actively participates in local health fairs, offering free dental checkups to underserved communities and to veterans on Veterans Day every year. Their story isn’t merely about their practice; it’s also about their unwavering commitment to the well-being of their community.

Remember, your practice’s story doesn’t exist in isolation. Engage with your local community by participating in events, sponsoring initiatives and supporting causes that align with your values. By becoming an active and caring member of your community, you’ll forge opportunities to share your story and build lasting, meaningful relationships with your patients.

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To summarize

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Dear New Dentist, the stage is set, and your unique story is your spotlight in the competitive world of dental practice. Understanding the significance of storytelling, discovering your unique angle, crafting a compelling brand story, engaging with authentic content and connecting with your community are your tools to success.

Steve Jobs once said, “The most powerful person in the world is the storyteller.”

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Remember that

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Embrace the art of storytelling, step forward and captivate the world with your dental tale.

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