Perception Is Reality

For most people, perception is reality. If patients think you are the best dentist in the world, then—until proven otherwise—you are. Many highly trained dentists with impressive credentials often wonder why they are underbooked, while another dentist down the street, with minimal continuing education and no special designations, is constantly busy, hiring associates, or even limiting new-patient intake. The answer typically comes down to perception. It’s less about clinical expertise and more about personality, communication, the overall environment, and consistent, exceptional experiences from the moment patients first encounter your practice to the moment they leave.

Why Touch Points Matter

We call this principle Touch Point Choreography. Every point of contact—from the website to the front desk greeting, from the operatory experience to the checkout—must be positive and memorable. Patients rarely leave online reviews praising a dentist’s crown margins or impeccably placed insulation; they talk about how kind the doctor is, how friendly the staff is, and how comfortable the entire experience feels. Of course, excellent clinical care must back up that warm experience. But let’s be honest: patients expect quality care to be the baseline—what truly distinguishes one practice from another is how consistently you exceed their expectations at every step. I challenge you to read your or other dentist’s reviews and find "Dr. Smith is wonderful! The margins of her crowns are so precise that, with good oral hygiene, chances of future decay around the crown is minimal” or "Dr. Jones took such care when he filled some deep cavities and placed insulation on the prep floor to help reduce sensitivity." Rather you will see comments talking about how friendly your staff is, how everyone made them feel like family or the dentist explains things well. You get my drift.

Timex vs. Rolex

Both Timex and Rolex are reliable timepieces. Timex even offers some attractive, pricier models but only one becomes an heirloom. Transcend mere function and you become the treasure your patient hold forever special. 

Ask yourself: Do patients treat your practice like a Timex—replaceable and ordinary? Or do they see it as a Rolex—exceptional, valued, and irreplaceable? Rolex practices inspire patient loyalty, generate on-time payments, earn heartfelt referrals, and foster a sense of genuine emotional loss if the dentist retires or leaves. When you’re perceived as a Rolex practice, you hardly worry about the state of the economy or the competition down the street. Good leadership is the key to achieving this.

Building a Rolex Practice

1. Focus on Internal Marketing

A Rolex-level reputation doesn’t come from flashy ads or designer uniforms alone—it’s driven by internal marketing. That means delivering the “wow factor” at every step. For instance, if a new patient’s first visit is less than ideal, they may tell three or more people about their negative experience. On the flip side, if they’re blown away, they become an instant ambassador for your practice.

2. Perfect the First Impression

• Online Presence: Your website should be attractive, informative, and easy to navigate, conveying friendliness, care, and professionalism. 
• Initial Phone Call: People should sense a smiling, eager-to-help staff member on the other end, not an impersonal automated menu.
• Office Exterior & Reception: Make sure the property is clean, welcoming, and aesthetically pleasing. Regularly walk in through the main entrance to see what patients see. Inside, create a warm, comfortable reception area (not a “waiting room”) with inviting lighting , nice furniture, plants, lovely pictures and up-to-date reading materials.

3. Choreograph the Patient Experience

A positive patient journey doesn’t happen by chance—it’s the result of intentional planning and attention to detail. From the initial greeting to the final goodbye, each step should reinforce your commitment to comfort, respect, and genuine care.

Greeting & Escort

• Warm Welcome: Address each patient by title (Mr., Ms., Mrs., Dr.) at all times. We even refer to children as "Mr. Bobby" or "Miss Katie." This simple gesture conveys respect and sets the tone for a professional relationship. I personally dislike some young person opening the door and calling "Gary."
• Personal Escort: Rather than calling names from across the waiting area or pointing down a hallway, walk to the patient, make eye contact, and personally guide them to the operatory. Every patient should feel like a VIP who deserves your full attention. I always told my staff I wanted people to feel someone was throwing rose buds in their path every step of their visit.
• Set an Enthusiastic Tone: A friendly smile and a genuine “We’re glad you’re here” can make them feel appreciated before they ever sit in the chair.

Operatory Prep

• Clear Expectations: Once the patient is seated, explain what will happen next—whether they’ll see the hygienist, the dentist, or another team member. Knowing the plan eases anxiety.
• Physical Comfort: Offer amenities like a blanket, a headrest adjustment, or even noise-cancelling headphones if available. Even if the patient declines, simply offering underscores your concern for their comfort. If the patient is to be left alone for any period of time, never leave them lying back with the light in their eyes, This is a too often occurrence. Ask if they wish to sit up, watch TV, or read a magazine.
• Emotional Reassurance: A calm, empathetic demeanor works wonders for nervous patients. Ask if they have any concerns and listen attentively. Small gestures—like a gentle touch on the shoulder—can help patients feel supported and safe.

Doctor Presentation

• Professional Appearance and Demeanor: Your attire, body language, and tone of voice are all part of your “presentation.” Patients care less about the clinical details of your training and more about how at ease you make them feel. As Will Rogers stated, ”You never get a second chance to make a first impression.” Every day of my practice life I have worn a dress shirt, tie, and white clinic jacket. There is never any doubt who has just entered the room. Remember, at every step in the appointment exceed expectations.How a doctor looks and presents themself has little to do with clinical proficiency but it does make a positive impact on the patient initially.
• Confidence Without Arrogance: Be self-assured in your clinical expertise but remain approachable. Eye contact, a handshake or warm greeting, and an empathetic smile go a long way in building trust.

Listen More, Talk Less

• Open-Ended Questions: Encourage patients to describe their concerns, previous experiences, and goals for their dental health. Their answers can reveal underlying anxieties or priorities that might not surface otherwise.
• Validation and Empathy: Acknowledge their feelings (“I understand how this could be stressful…”) before responding. This helps patients feel heard and valued.
• Collaborative Treatment Planning: By actively listening, you can propose treatment options that align with both clinical needs and the patient’s personal comfort level resulting in higher acceptance and long-term loyalty. Many patients do not return for treatment because they have had a deer in the headlights shock when presented their treatment plan. In extreme need cases, present treatment in stages attempting to get the patient's basic dental foundation in order before moving on to the next sequence.

A Memorable Exit

• Positive Send-Off: The impression you make as patients leave is just as important as how you greet them. Genuinely thank them for trusting you with their care.
• Mind the Audience: Patients leaving often pass by those in the waiting area. A happy patient, smiling and chatting with the team, can have a reassuring effect on those waiting their turn.
• Smooth Checkout: Make scheduling follow-up appointments and processing payments a breeze. A confusing or drawn-out checkout process can leave a sour final impression.
• Encourage Feedback and Referrals: Let them know you value their opinion and would appreciate any referrals. This not only boosts loyalty but also signals that you’re confident in the experience you provided.

Why It Matters

When patients feel welcomed, heard, and genuinely cared for at every step, they’re far more likely to trust your recommendations, accept treatment, and refer others. By choreographing each phase of the visit—from warm greetings to thoughtful goodbyes—you transform ordinary office visits into memorable, positive experiences that set your practice apart. Ultimately, you’re not just treating teeth—you’re caring for people. The better they feel about their time with you, the more likely they are to become loyal patients who happily share their experiences with family and friends.

4. Exceed Expectations at Every Step

From the treatment plan presentation to the final checkout, each touch point should build trust. Eliminate any sense of pressure, explain options clearly, and show genuine concern for patient comfort, finances, and well-being. When people leave your office, they should feel they’ve had the best dental (or any business) experience of their lives—and be excited to tell friends and family about it.

5. Maintain Ongoing Care & Follow-up

A simple but impactful step is calling patients who had an emergency or potentially sensitive treatment. Follow up the same evening or the next day to see how they’re doing. It only takes a few minutes and leaves a lasting impression of genuine care—further cementing your status as a Rolex-level practice.

Lead Your Team to Rolex Status

Regardless of where you are in your career, you can elevate your practice’s perception. It requires leadership and a team fully committed to exceeding patient expectations at each phase of the visit. Emphasize these focal points:

1. Website excellence.
2. Friendly, personal phone reception.
3. A clean, inviting exterior and warm reception area.
4. Respectful greetings and professional escort to the operatory.
5. Comfortable and efficient operatory experience, with a mindful, caring team.
6. A doctor who inspires confidence through both appearance and behavior.
7. A non-stressful treatment plan discussion.
8. A smooth checkout process with genuine appreciation for the patient. When you get every member of your staff aligned on these goals, you’ll cultivate an atmosphere that not only meets but exceeds patient expectations—every single time.

Timex or Rolex? The choice is yours, and with the right strategy and leadership, you can shine as a Rolex practice that never worries about losing patients or weathering economic storms. Exceed expectations at every turn, and watch your schedule stay full, your revenue grow, and your patients become devoted advocates for your practice.

Dr. Gary Stough is a General Dentist in Northeast, GA. 

gstoughmd@gmail.com