I’m in dental difficulty. I moved from the suburbs to the downtown area and switched dentists.

Things have gone from bad to worse. My wife, who is much smarter than I am, went to one visit with the new dentist and immediately returned to the old dentist. She’s willing to put up with the inconvenience of driving 30 minutes each way to the old dentist because she didn’t trust the new dentist after the first interaction. I, being hardheaded, persisted with the new dentist.

I may have made a mistake. Things were off to a pretty good start with the new guy. I had my teeth cleaned and checked and it went well. Then I had to go in for something slightly more complicated. It went well except that they inadvertently scratched the inside of my mouth. They called it a mild abrasion, and it healed reasonably quickly.

Then I went back for something bigger, and I left with the drill having done something horrible in the back of my mouth. The dentist put in a suture to stop the bleeding. I’ve been on painkillers for a week. Some would say it’s time for a new dentist (or a return to the old guy).

I really don’t want to have to drive back to Cary for dental visits. I’m committed to this downtown lifestyle, and I’ve even sold my car. I’d like a different downtown dentist who has a firm grip on the drill, if at all possible.

How Do I Find a New Dentist?

So now, we shift from my dental rambling to the point of this article. It’s time to talk about marketing and referrals.

I’ve been asking my friends about downtown dentists and figuring out who’s good and who isn’t. I’m probing more deeply than usual. I don’t want recommendations from people who’ve never had a cavity. I want to know about experiences with the drill. How did the procedure go? That’s what I want to know. I’m digging deep.

I went through this same process when our first child was old enough for his first dental visit. I asked all parents I met about their experience, and I did a bit of cross-examination. I really wanted to understand the basis of their opinions. This mattered to me. It may have mattered more than my current need for a recommendation (of course, that could be the painkillers talking).

The consensus back in the mid-nineties in Cary, North Carolina was that Dr. Dan was the pediatric dentist to see. Everybody agreed that he was the best. His reputation among parents and kids was (and is) off the charts. He’s a great dentist.

Intake Matters Less Than You Think

How’s his intake process?

OMG, you won’t believe his intake process. You call his office (and I don’t think this has changed), and they explain that they make appointments on the first day of the month. These appointments are for first visits six months from the day you schedule. So you have to call on February 1 to book your first visit on August 1. You can only book on that day, and they close the book for the month once they’ve taken on the new patients they can handle.

I remember sitting at the phone ready to dial. We had to get in with Dr. Dan. If this is what it took, then this is what we would do. There was no compromising when it came to our kid. Thankfully, we got through, and our child became a patient. Dr. Dan’s intake process is a nightmare.

Let me tell you, it doesn’t get easier with Dr. Dan. If you miss an appointment or have to reschedule, things get tricky. They are so full that it’s challenging if you get out of the rotation. They are maxed out, and you’ve got to be flexible. You certainly have to be willing to keep your kid home from school and take time from work if you’re going to use the services of Dr. Dan. That’s just the way it is.

What You Should Be Worrying About

Why are we willing to put up with the system at Dr. Dan’s office? Because we trust him. In fact, we trusted him long before we ever met him. The rave reviews we heard sealed the deal. Our kids were going to be his patients long before our first visit. We had no doubt that he was the right dentist for our children.

When you’re worrying about your intake process, you should be thinking more about what your former and existing clients are saying about you in the community and less about what’s happening on the phone in your office. When you’re building trust like Dr. Dan, you can afford to take appointments one day a month, six months in advance.