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MASTERY CONFERENCE 2010
'The
Power of
Partnership'
Creating and Structuring a Highly
Effective Relationship with your Office Manager, Front
Desk or Executive Team
Annual Mastery
Conference
Ritz-Carlton - March 4-6,
2010
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MARKET HEALTH, NOT BEAUTY
This will be the last in our series of eNewsletters
dedicated to our advanced practice management
technology, Valuocity (C). The technology consists of
six interrelated pieces.
Prior to the recession, the principle recommendation
from pundits, consultants, practice management
articles and programs was for dentist-owners to build
their practices by promoting the highest utilization
procedures possible.
This viewpoint was certainly echoed by vendors
because to have patients go for the most expensive
and most cosmetically pleasing dentistry, you needed
the latest technologies, not only in the mouth (lasers,
Ceric, Cone Beam), but in the office as well (intraoral
camera, flat screens, super thin dental chairs). And,
given where the context, the market and the mind-set
were, this was a strategy that worked.
But in our view, the recession has caused a change in
context, a change in the market and a change in the
mind-set of people. What they are now seeking is
stability and security, not beauty and attractiveness.
And what delivers stability and security is when a
practice operates totally consistent with its core
values.
In seeking stability and security, what people want is
to be healthy. Although they may be interested in
beauty, in today's economy they are not committed to it
nearly as much as they are to staying healthy. Keeping
them healthy meets their need for solidity and safety in
today's unpredictable world.
We recommend that your conversations with existing
patients and with new patients focus on supporting
and maintaining their health. You can certainly
address the cost of not keeping healthy. You can
certainly speak to the benefits of keeping healthy. If
you can authentically come from, "Our main job is to
get and keep you healthy in this time of uncertainty.
We can get to the more advanced work and the
cosmetic work at a later time, but right now let's get
you stable and disease free. Let's control the risk
factors. Let's get you so you don't lose ground or need
huge repairs or replacements down the road."
Our view is to market health, not beauty. Although
many consultants are still promoting "sell the big
cases and concentrate on advanced dentistry," given
where most people are in this economy, I don't think it
works.
Dr. Marc Cooper
The Mastery Company
MasteryCompany.com
Thanks for making VALUOCITY the top selling dental
practice management book on Amazon.com. We
appreciate that the book is selling well, but more
importantly, we appreciate the reviews and
acknowledgments from those who are getting so
much out of reading the book.
Order you copy today from Amazon.com
 COPYRIGHT WARNING: This is a public notice. Do
not repost copyrighted articles or materials from these
eNewsletters or the Valuocity book unless you have
Dr. Marc Cooper's and The Mastery Company's
permission. If you find something interesting in the
eNewsletter, post a brief description and the web
address. Note that there need NOT be a formal
copyright notice. In the US, anything written is
copyrighted by default as soon as it is affixed to a
permanent media (such as a hard drive). Brief quotes
or extensive paraphrasing of an article is fine if
properly cited. Wholesale copying without permission
is illegal. Please show the same courtesy to Dr.
Cooper as you would expect for your own
work.
Dr. Marc B. Cooper
President and CEO
The Mastery Company
Mr. Chris Creamer
President
Sahalie Press
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