9 valuable (and timeless) lessons I’ve learned in dentistry

After over 30 years of running a successful dental practice and helping thousands of others do the same, here are nine timeless lessons that continue to prove their worth, day in and day out.

(5 dental phrases I'm sick of hearing)

No. 1: The most profitable procedure in your practice is ... the one the patient actually schedules

Clinical skills matter—but treatment acceptance and practice acceptance are everything. Sure, some procedures are more profitable than others (endo/core/crown and clear aligners are two of my favorites), but nothing is profitable if the patient never schedules.

You could be the best-trained dentist in town, but it won’t help if your communication skills are weak and your schedule looks sadder than the salad bar at a rib joint.

While block scheduling or “scheduling to production” has its place in a super-­busy practice, I’m more of a fan of simply relating to the patient, getting them to say “yes,” and getting them in now. It’s not about gaming production—it’s about giving people the care they need, as soon as possible.

No. 2: Your front desk team is not just answering phones—they’re your Director of First Impressions

And wow, is this a big one!

I’ve done over 2,000 mystery shopper calls posing as a new patient (you can hear some on my podcast, The Dental Practice Fixers). And the results? I wish they were surprising.

The two scariest takeaways:

Less than 1 in 20 front desk team members invite the caller to schedule—even after a great conversation.

Around 50% of calls go straight to voicemail during regular business hours. That’s not just bad—it’s unacceptable.

If you’re spending big on marketing and wondering where the new patients are, look no further than your phone lines. The front desk isn’t just administrative—it’s your conversion engine. Invest in training. Empower your team. When a potential new patient calls, make a great first impression and make the appointment! It’s the best marketing spend you’ll ever make.

No. 3: You can’t outproduce bad systems

Working faster isn’t the answer if your systems are broken. If your schedule is a train wreck, your collections are limping below 98%, your team doesn’t understand their role in practice growth, and your communication feels like a game of telephone, cranking out more crowns won’t fix it.

It reminds me of what Thoreau said: “It is not enough to be industrious; so are the ants. What are you industrious about?” Too many practices are just busy being busy—driven by instinct and survival. Their only KPI is production, and it’s not working.

Get your systems right first. Then—and only then—turn up the speed.

No. 4: Marketing doesn’t have to be expensive, but it does have to be consistent

No area creates more spaghetti on the wall than marketing, and boy, do dentists love throwing spaghetti and sauce at the wall. “SEO didn’t work, so I tried pay-per-click. That was too pricey, so I switched to mailers. But no one reads their mail, so I sent bagels to local offices. If that fails, the guy at the diner is offering ad space on their placemats!”

Okay, maybe that’s a stretch, but you get the idea. You don’t need five-figure funnels or to become a TikTok star. But you do need a real strategy—one that fits your practice, works synergistically, and gets done consistently.

Work with someone who knows dental—not some goofball who went on Facebook and declared themselves an expert. Focus on core strategies to go along with your marketing—referrals, reviews, reputation, reactivation—and do them well. Then do them again. And again. Consistency beats clever every time.

No. 5: Your best new patients already know your current ones

Referrals are still gold. People trust people—especially when it comes to health care. Your current patients already believe in you (they’re still showing up, right?). So, give them a reason to talk. Use the principle of reciprocity. Make people feel special. When patients feel genuinely cared for, they’ll tell others. That kind of buzz makes every other marketing dollar work harder.

Word-of-mouth may feel slow, but it amplifies everything else you’re doing. And besides—if your marketing brings someone in once but they never return, what’s the point? Ask for referrals gently. Incentivize ethically. Celebrate them. But above all—earn them.

No. 6: When it comes to treatment options, freedom “from” choice is often better

In dental school, we’re taught to present multiple treatment options. It’s respectful. It’s patient-centered. But in real life, it’s often just confusing.

If you had a nasty mole and went to a dermatologist, how would you feel if they said: “We could biopsy it or just rip it out entirely. Or we could watch it and see if it gets weird.” Umm, no thanks. I’d like someone who knows what to do.

In dentistry, of course, there are often valid choices. But I always ask myself: “What would I do if this were a close friend or family member?” Then I look the patient in the eye, smile, and say confidently: “I know what the problem is, and this is how we can fix it.”

When you’re clear, confident, and compassionate, patients say yes. Don’t confuse them into doing nothing. Instead, lead them with the right financing options, great communication, and clinical excellence.

No. 7: Stop discounting. Start communicating value

You’re not a Groupon. You’re a health-care provider. You change lives. Discounts are easy. They’re also dangerous. Sure, you might get a quick bump in traffic, but you’re training patients to focus on price—not results or relationships, and certainly not excellence. That $49 exam-and-prophy special might get patients in, but what do they expect next time?

Years ago, an electronics store in my hometown of Baltimore had the slogan “The Cheapest Guy in Town!” It worked great in its day—until it didn’t. Turns out, there’s always someone cheaper. But better? That takes effort, skill, and heart.

Patients will always think dentistry is expensive (all dentists are rich, right?). So, you may as well charge what you’re worth and back it up with an experience that makes them proud to be your patients.

No. 8: The best time to solve a problem is before it becomes one

Morning huddles. Weekly meetings. Coaching. These aren’t “extras.” They’re essentials. Most practice blowups don’t happen suddenly; they simmer, quietly. Then one day, boom. Avoid the explosion. Spot the steam early.

If your first patient is at 9:00 and you show up at 8:55, guess what? You’re already behind. A strong morning huddle clears up bottlenecks, flags patient quirks, and turns your day into a team effort—not a solo act.

I ask dentists, “Do you have regular team meetings?” The most common response is, “We used to, but …” Imagine your favorite football team showing up without a game plan. Or your favorite band going on tour without rehearsals. Why should your dental practice be any different?

No. 9: Don’t take dentistry so seriously that you forget to have fun

Yes, dentistry is serious. It’s people’s health, their confidence, and their finances. It’s a big deal. You spent many years of your life learning how to be a great provider of care. But if you’re not enjoying yourself, what’s the point? Joy is contagious. So is burnout. Which one do you want to spread?

You go to your dental practice more than anywhere else. You spend more time with your “work family” than your actual family. Make it worth it.

When you truly love your practice—and the people in it—you don’t need to worry about work/life balance. You’ll find joy in both. Sure, it’s hard work. But it can (and should) be fun.

Let’s be honest: stress sucks. Patients feel it. Teams absorb it. You do too. So why not create a practice that makes you want to be there?

Editor's note: This article appeared in the July/August 2025 print edition of Dental Economics magazine. Dentists in North America are eligible for a complimentary print subscription. Sign up here.