No one really loves going to the dentist, and dentists know this. Taking note of this hard truth, many dentists and dental practices have applied thoughtful entrepreneurial approaches to the age-old problem of not wanting to go to the dentist. This has resulted in premier dental ‘spas’ with luxurious experiences and other approaches to dentistry, such as ‘emotional dentistry.’ Dr. Rodney Raanan and Dr. Justin Raanan are both graduates of the Harvard School of Dental Medicine and pioneers in the dentistry field, combining entrepreneurship with dentistry.

They’re on the leading edge of the massive shifts that the dental industry is going through, and what they’ve come up with offers considerations for any other healthcare provider or entrepreneur who offers a service that patients or clients are often nervous about, whether that’s cosmetic surgery or even tax support. 

Here are a few tips to lower the anxiety your client may feel when starting a project with you.

1. Create A Focus On Your Expertise

Everyone wants to feel like they’re in good hands if they’re nervous about a service or a procedure. The more that you can humbly shine a spotlight on your previous work, the more the patient or client will feel comfortable with your capacity to do a good job. “To highlight our own work, right when you walk into our office, we have an on-site lab that features ozone therapy devices, a 360-degree 3D imaging machine, laser technology, and a top-of-the-line operating microscope. This immediately shows patients that we’ll be able to handle anything they need to achieve the smile of their dreams,” explained Dr. Raanan.

If you don’t have a physical location for your service, try your own variant of this by highlighting previous client or patient success stories. The more you can show them WHAT you can do and that you have the means to do it, the more the focus can be on the end result, rather than what is causing them anxiety. Or, show them the behind-the-scenes of what you do for them. Providing extra detail and clarity goes a long way in easing anxiety.

2. Bring Multiple Specialties Under One Roof

“We also knew we needed to offer a full suite of specialties, so we also offer professional teeth cleaning and whitening, full mouth reconstruction, laser dentistry, nuVeneers, extractions, Invisalign, and implants,” Dr. Raanan said. “This contributes in helping the patient feel taken care of. It’s not always enough to be really good at one thing – sometimes, you need to partner with others in your field that you can build a suite of services with, so that you become the one-stop shop for the patient or client. Trust and comfort are the most important emotions you can strike with the client, and it’s going to take some time. Keeping everything under one roof is the fastest way to get there,” advised Dr. Ranaan.  

Building a team around your client and their needs will always go the extra mile in ensuring their ease with the process. For example, if you’re a tax accountant, consider partnering with others who can help them maximize their expenses, keep track of key tax dates, and understand their paperwork. Or, find a way to offer these services on your own, even via educational videos on your website or additional coaching sessions. 

3. Give The Client Control

Finally, understand that anxiety is often a symptom of not feeling in control. However you can make the client or patient feel in control, do it. This could be via providing extra details or letting them do a part of the procedure or service (as that makes sense for them). For the Ranaans, they do this through the presence of their on-site lab, Atelier Aesthetics. 

“Usually at dental practices, the dentists have no control over the production process of crowns and veneers. But with an on-site lab, every part of the process can be seen. We even live-stream the production process on TV’s in the office, which gives clients a sense of control and connection to the process. This emboldens their trust,” said Dr. Ranaan. 

As long as the client’s comfort comes first, you will be able to quickly build trust with them and help to ease their anxiety, whether your service is tattoo design or divorce mitigation. There are many services that people typically don’t enjoy, but need (or want) nonetheless. You have an unparalleled ability to affect their lives through easing their anxiety as they go through these procedures or services. Use it wisely.

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Roland Millaner


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