Orthotown June 2023 - 36
on and progress was made, but it was because I
was constantly adding more little things to it as
they came to mind. Focus and become fixated on
adding more little things to your list.
Build your brand before you open
In 2019, I was fortunate to be invited by the
Northeastern Society of Orthodontists to a leadership
event for emerging leaders at the Disney
Institute in Orlando, Florida. One of the most
impactful lessons I learned from that course was
how important the little things can be to building
a brand.
What makes Disney's brand so unique and
iconic lies in its ability to create an exceptional
experience and produce quality products and
results, and how it differentiates itself from others
in the marketplace.
I remember getting a coffee in the banquet
things necessary for a startup to succeed.
* If you build a website for your practice and
check it off your to-do list once it's complete
without thoroughly evaluating it multiple
times, is it really complete?
* Did you also check off " Visit dentists in the
community " if you spent time at their office
but forgot to bring referral pads?
* Did you complete " Announce office opening
on social media " if you didn't include a link
on how patients can self-refer?
These are examples of how little things can
inhibit your practice growth without you even
realizing it. Make a list of each item that needs to
be done, but make a subsequent list under each
item of what is necessary for it to be considered
done well.
When I decided to do a new build-out for my
startup, the list seemed endless and exhausting.
However, it only seemed exhausting because of
the amount of time and level of detail I put into
it. The list was getting longer even as time went
room during the course, and as I looked to add
sugar to my coffee, I saw the sugar cubes were in
the shape of Mickey Mouse's head. It put a smile
on my face and made me appreciate just how
much emphasis Disney placed on incorporating
its brand into even the smallest aspects of my
experience there. Do the same for your startup.
Before I opened PapadopSmiles, I had visited
every dental clinic in the city to meet with dentists
and their teams, did a continuing education
presentation for the dental hygienists and
assistants in the province, sponsored community
events and maintained a strong social media
presence. There is no reason to wait until your
clinic doors are open before you start telling
your community who you are and what your new
clinic is all about.
Hire the right people at the right time
Perhaps one of the most difficult aspects of
doing a startup is deciding on who and what
types of team members you require. This can
JUNE 2023 | 36 | ORTHOTOWN.COM
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Orthotown June 2023
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