Ethical Dental Marketing | Good is not Enough. Recently, I purchased a membership to a subscription food service. I did this for many reasons, but mostly for my health. Each week, 3 meals arrive at my door with ingredients, portions and cooking instructions. After getting my first few recipes and ingredients I was excited. My life quality, health and wellness was instantly improved. Then I started thinking of ways it could be even better. I visited Facebook and saw a few ads for a competitor. After subconsciously realizing there are several competitors, I became a bit critical of the service and wondered how it could be even better. I identified 3 weaknesses – in my opinion. The meals did not come separate in small boxes that can easily be placed in my refrigerator. Instead, I had to separate the ingredients when storing. The meals did not come with caloric and nutrient information. The meals were a bit too “gourmet” for my taste. They utilized ingredients that wouldn’t be easy to find or duplicate in the future. If I found something I just truly LOVED, I couldn’t repeat it for a dinner party. Next, I ordered from a competitor. I noticed the meals came in small individual boxes with vented holes for freshness. They were labeled with caloric information and the meals were, for lack of a better word, “normal”. The takeaway… If you want to be the best, don’t settle for “good”. Keep finding ways to improve your service. Your patients want to know you are the absolute best option available. They don’t want to find another dentist, but in a time where information is available 24/7 at our fingertips, never give them a reason to question if you’re their absolute best option. When it comes to being the best option in any business, the top performers are identified by tiny details. When it comes to profits and financial performance, going the extra mile in customer service often results in substantial financial gain. When evaluating your business on your marketing plan, service, amenities (that’s right amenities), patient communication, team efficiency, office decor…remember, success is in the details. Success does not come to those who wait. Success comes to those who get up and MAKE IT HAPPEN! Don’t be good. Be the greatest.