So here it is, the Spear Framework, which I’ve been discussing and expanding on over the last several posts, summarized in one diagram (refer to the first post in this series if you need a refresher overview).
What you see here is your practice and the forces that drive it, in a one-page nutshell. What you get from this blueprint depends, of course, on the energy and degree of engagement you put into using it. But before we leave this discussion, I want to add one more point about patient trust.
Remember how those four categories of patient fit into that continuum of value? Well, the same applies to the level of trust a patient brings to a practice, which is defined by how they interpret your “brand.”
A “reactive” patient views your brand as the equivalent of a walk-in clinic, and their level of trust reflects that: they see you as no better or worse than any other dentist. They’re just hoping to get in and out without a lot of pain. At the other end of the spectrum, the “regenerative” patients trust you implicitly. To them, your brand represents the Mayo Clinic of dentistry, and they are eager to share their enthusiasm with others of high-end expectations.
So how do you go about increasing this level of trust? It starts with the level of trust you have in yourself; your self-confidence in providing the best care possible to your patients will always come through if it is based on real-world experience. That self-trust will translate, inevitably, to the trust of the team and of the patients. Eventually, as you perform at higher and higher levels, they will come to see you as you see yourself.
Because remember, these categories are not permanent compartments—there is a continuum of trust, and the level of value and trust a patient comes in with does not have to be the level they stay at. It may take time, but you can move people upward to the higher reaches of this continuum. And the value building doesn’t end once they get there—once you get patients accepting discretionary and regenerative care they become ideal ambassadors for the practice, so teaching these now-ideal patients to invite others becomes huge. That’s a subject I’ll be getting into deeper in a future post.
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