In this episode of our podcast, we dive deep into the fascinating world of influence and the power of persuasion, particularly in the context of dentistry. We kick off the discussion by reflecting on a recent episode of the podcast "My First Million," which sparked our curiosity about the origins of the common dental practice of brushing twice a day. To our surprise, we learn that this habit was not rooted in scientific studies or recommendations from dental associations, but rather the clever marketing strategies of Claude Hopkins, a prominent advertiser in the 1920s who worked with Pepsodent toothpaste. His innovative approach to marketing transformed dental hygiene practices across the country.

As we explore the power of marketing and influence, we draw connections to our own experiences in dental practices. We reminisce about a course we took years ago on the principles of influence, based on Robert Cialdini's work, and how these principles can be applied to improve patient acceptance of treatment. We discuss the six original principles of influence—reciprocity, commitment, social proof, authority, liking, and scarcity—and introduce a new seventh principle: unity.

Throughout the episode, we share practical examples of how we've implemented these principles in our practices. For instance, we discuss the effectiveness of giving patients goodie bags at the beginning of their appointments to create a sense of obligation to accept treatment. We also highlight the importance of getting patients to verbally commit to their treatment plans, as this can significantly increase their likelihood of following through.

We delve into the concept of social proof, discussing how we can leverage patient testimonials and reviews to build trust and encourage new patients to choose our services. The principle of authority is examined as we consider how to present ourselves as experts in our field, while the principle of liking emphasizes the importance of building rapport with patients quickly.

As we wrap up our discussion, we touch on the principle of scarcity, emphasizing the need to create a sense of urgency in scheduling appointments and accepting treatment. Finally, we explore the idea of unity, discussing how fostering a sense of community within our practices can enhance patient loyalty and engagement.

This episode is packed with insights and actionable strategies for dental professionals looking to improve their practice through the power of influence and marketing. Whether you're a seasoned dentist or just starting out, there's something valuable for everyone in this conversation. Join us as we unpack these principles and share our experiences in the ever-evolving world of dentistry.