For patients, it doesn't matter why you're a great clinician. What matters is that they perceive you as skilled, competent, and great. Today, Kirk Behrendt brings back Dr. Christian Coachman, founder of Digital Smile Design, to guide you through the process of creating perceived value. Your patients aren't buying your treatment — they're buying the emotional experience that you provide! To learn how to translate your real value to perceived value, listen to Episode 580 of The Best Practices Show!
Episode Resources:
Dr. Coachman’s Facebook: [ Ссылка ]
Dr. Coachman’s social media: @chriscoachman
Digital Smile Design: [ Ссылка ]
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Main Takeaways:
People buy an emotional experience.
What matters is patients’ perception of value.
Every great practice needs a great storyteller.
Master the process of creating perceived value.
Being a good clinician is not a guarantee of success.
Learn how to translate your real value into perceived value.
Snippets:
0:00 Introduction.
2:21 Dr. Coachman’s background.
3:20 Real value and perceived value, explained.
6:16 People buy emotional experiences.
8:58 The power of story in perceived value.
10:55 The shortcut to overall success.
14:39 Why people feel threatened by AI.
16:33 The optimism and silver lining around AI.
19:41 Communicate responsibly.
22:51 Do the “daughter test”.
24:16 Make the invisible visible.
27:32 Use visual 3D storytelling.
30:45 The story of Digital Smile Design and its future.
33:23 More about DSD and how to get in touch with Dr. Coachman.
34:22 Last thoughts about real value and perceived value.
Dr. Christian Coachman Bio:
Combining his advanced skills, experience, and technology solutions, Dr. Christian Coachman pioneered the Digital Smile Design methodology and founded Digital Smile Design company (DSD). Since its inception, thousands of dentists worldwide have attended DSD courses and workshops, such as the renowned DSD Residency program.
Dr. Coachman is the developer of worldwide, well-known concepts such as the Digital Smile Design, the Pink Hybrid Implant Restoration, the Digital Planning Center, Emotional Dentistry, Interdisciplinary Treatment Simulation, and Digital Smile Donator.
He regularly consults for dental industry companies, developing products, implementing concepts, and marketing strategies, such as the Facially Driven Digital Orthodontic Workflow developed in collaboration with Invisalign Align Technology.
He has lectured and published internationally in the fields of esthetic and digital dentistry, dental photography, oral rehabilitation, dental ceramics, implants, and communication strategies and marketing in dentistry.
