Jana Denzel shares how his new column, ‘Mastering entrepreneurship in dentistry’, will help dental professionals provide a better service to patients.
Welcome to ‘Mastering entrepreneurship in dentistry’, a compelling new series that focuses on entrepreneurial success. In a world where the lines between healthcare and business are increasingly blurred, this series is your guide to thriving not only as a skilled practitioner, but also a strategic entrepreneur.
I’m Dr Jana Denzel, and my journey is one that reflects the evolution of the modern dental professional.
About me
After graduating from the University of Valencia in Spain in 2019, I transitioned into the UK dental scene, beginning my career within the NHS. It was here that I honed my clinical skills and learning of the fundamentals of patient care. However, I soon realised that to truly set myself apart in an industry as competitive as dentistry, I needed to think beyond the dental chair.
This realisation sparked my interest into personal branding – a bold move that became the foundation of my success. By building a brand that resonated with my vision and values, I was able to carve out a unique space for myself in the field.
The onset of the COVID-19 pandemic, while challenging, presented an unexpected opportunity. I seized this moment to connect with global dental leaders, launch a digital marketing company that partnered with clinics, dental training organisations, and fellow dentists across the UK.
‘Quality over quantity’
Simultaneously, I continued to develop my AI algorithm which is designed to detect abnormalities in dental radiographs. These efforts did not go unnoticed. As in 2021, I was honoured with the Best Young Dentist London award at the Dentistry Awards.
Since then, my career has taken me to be featured in Vogue and Grazia, and work in Harley Street. Here, I have had the privilege of enhancing the smiles of some of the world’s most influential figures, including Grammy award-winning artists, Warner Bros directors and top CEOs.
And now with Denstudio, I have been able to bring my vision of high-end, personalised dental care to life. My passion for advancing the field has also led me to join the clinical entrepreneurial NHS program and lecture across Europe and the Middle East, including Oxford University.
As one of 32 global ambassadors for Slow Dentistry, I advocate for a more thoughtful approach to patient care and practice management – one that prioritises quality over quantity. More recently, I have also been awarded Best Young Aesthetic Dentist South at the Clinical Dentistry Awards.
Selling versus service
This series is more than just a collection of articles; it’s a roadmap for dental professionals who aspire to be more than just great clinicians. In dental school, we are taught how to perfect a crown prep or execute a flawless extraction, but the realities of business management and the challenges of self-employment are simply not taught in dental school.
With over half of UK dentists being self-employed, understanding these aspects is not just beneficial – it’s essential!
For example, let’s talk about ‘selling versus service’. In healthcare, the idea of ‘selling’ often feels uncomfortable, as it can bring to mind images of pressuring patients into treatments they don’t want. But that’s far from what we actually do.
We may worry about coming off as pushy or sales-y, but the key is to reframe selling as providing a service. Always prioritise being in service to the patient. Don’t focus on the income or your bank account; focus on how you can enhance their experience and offer solutions that truly benefit them.
Additional services
What can you do to make each appointment more valuable for the patient? Whether it’s suggesting treatments they need or offering additional services that will improve their wellbeing, this approach doesn’t feel like selling – it is providing care.
For example, I went to visit my barber recently and he recommend a deep conditioning treatment because my hair was dry, and some products to take home to help with it. I said yes to it all because it made sense: my hair was dry and he could help fix it. Why wouldn’t I?
I didn’t feel sold to – I felt informed. If he didn’t tell me about the options available I would have no idea; I’m not the hair expert that he is.
The same applies in dentistry. For example, If a patient comes in for a cleaning and I see they have yellow teeth, suggesting a whitening treatment for them to improve the colour comes from a place of service. They just had all the plaque and calculus removed, so now is one of the best times to whiten – why wouldn’t I offer it?
Improve patient outcomes
By focusing on adding value and improving patient outcomes, you create a win-win situation. This mindset not only elevates the patient experience but also supports your business’s success. So, think how can you make your appointment more valuable. How can you be of greater service to your patients today?
‘Mastering entrepreneurship in dentistry’ is all about that, of how we can provide better service to our patients. The series is tailored for professionals at every stage of their career, from new graduates eager to make their mark to seasoned clinic owners looking to refine their business acumen.
Each monthly issue will delve into crucial topics like branding, sales, negotiation, building resilience and handling setbacks. My goal is to inspire you to embrace the entrepreneurial mindset that will allow you to build a truly successful, sustainable career.
Whether you’re looking to launch your own practice, expand an existing one, or simply enhance your business knowledge, this series will provide the insights you need to navigate the complexities of the dental profession with confidence and creativity.
Join me each month as we explore the connection of dentistry and entrepreneurship, and together, let’s build the future of improved dental care!
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