580: Real Value vs. Perceived Value - Dr. Christian Coachman - a podcast by ACT Dental

Real Value vs. Perceived Value

Episode #580 with Dr. Christian Coachman

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: https://www.facebook.com/christiancoachman
• Dr. Coachman’s social media: @chriscoachman
• Digital Smile Design: https://digitalsmiledesign.com
• Subscribe to the Best Practices Show Podcast
• Join ACT’s To The Top Study Club
• Join ACT’s Master Class
• See our Live Events Schedule here
• Get the Best Practices Magazine for Free!
• Write a Review on iTunes

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.

Quotes:

“From my dental technician perspective, what I realized was that many clients that I have, dentist clients, of course, could be great clinicians but not necessarily have great practices, and vice versa. I saw clinicians that were not that great but were really succeeding with their practice. So, I noticed that being a good clinician, unfortunately — and I say unfortunately — is not a guarantee of success. And as a technician, 25 years ago, I started to ask myself, how can I help my good clinicians to be more successful beyond just managing the clinical procedures? That's when I started what I call the emotional dentistry concept, everything that can help a dentist generate perceived value.” (3:23—4:15)

“What I realized was that we all have our real value. Our real value is the value that we know we deserve because of our effort on learning, practicing, becoming more experienced, trying over and over again, using the right instruments and materials, etc. Every year, we get better, and that grows our real value. But what I also noticed is that in a capitalist world, real value doesn't make the magic alone. It doesn't really matter how much real value you know you deserve. What really matters for a business, including a dental practice business, is the value that people believe you deserve, or people feel you deserve. Basically, when patients accept a treatment plan, this treatment plan actually has very little to do with your clinical skills and a lot to do with the perception of value that this person had until that moment. So, I understood that it’s all about mastering the process of...

Further episodes of The Best Practices Show with Kirk Behrendt

Further podcasts by ACT Dental

Website of ACT Dental