I had just landed in Phoenix for this weekend's course and my office manager texted me the following:

"I'm going to reschedule Tuesday's meeting. Received an e-mail for an appointment for a new patient requesting two CEREC crowns, filling and a bleaching.'

This is literally the fifth person in a week who has found us on the Internet, seeking us for specific treatment that we make sure distinguishes us from others.

Everything we have done in the last decade has been done to ensure that people realize what we have to offer and how it categorizes us differently than the public's perception of the dental field. These are the exact measures we have put in place so that our profession is not reduced to a commodity like our colleagues in the medical field.

Sure, we still have many patients who are price shoppers or who are looking for discounted care, but our focus has been on people who appreciate the difference and place value on our profession.