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Pass It On: Generosity in the Business of Dentistry by Tanya Stein, RDH, BS, BA

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We love our patients. They're the reason we've chosen a profession in healthcare. They're the reason we've become experts in our craft. They're the reason that we can put food on our tables. Without them, we're nothing as health-care professionals. As scary as it sounds, our patients are more important to us than we are to them. With that said, we have to celebrate them!

It's crucial that we let our patients know how much their business and loyalty mean to us. Everyone, including you and me, loves feeling appreciated—and it doesn't take much. If we don't, our patients might think that we don't care, and will want to find someone who does.

If we do let our patients know how much they mean to us, not only will they feel celebrated, but they may also celebrate us in return—the secret to "givers gain."

I first heard of the concept of givers gain from a friend. He shared a story about the best ice cream he'd ever had. While visiting Hawaii, he had stopped at a local ice-cream shop. As he was window-shopping the flavors, the girl at the counter asked him if he had ever been there before. He said he hadn't, and that he wasn't sure which flavors to get. She said not to worry and eagerly scooped out two of her favorite flavors, handing the ice cream to him with a smile. He asked her, "How much?" She said it was on her, and literally went back to her wallet, took out money, and put it in the register.

He was astonished by this kindness, and left the store with his two scoops and a big smile. Unable to shake the feeling of gratitude, he returned to the shop a day or so later with a gift card to Macy's as a thank-you for both her generosity and the positive experience.

A worthwhile philosophy
"Givers gain" is a business concept conceived by entrepreneur and best-selling author Dr. Ivan Misner. The concept is based on the law of reciprocity. In essence, it theorizes that when we focus on giving or doing for others instead of being concerned with what we get for ourselves, others will eagerly give in return to repay the kindness. In plain language: If you do nice things for others, they will want to do nice things for you.

To me, this is human nature applied to the business world. If you apply this principle in your dental office and go the extra mile to make your patients feel celebrated, just like the girl in the ice-cream shop did for my friend, you never know what will happen in return.

Ideas to implement
To bring a little "givers gain" perspective into your office, you might try one of these ideas.

We all belong to reward programs, and their popularity is undeniable! Whether it's a gift card to the local coffee place, credit card miles, or a punch card at a frozen-yogurt spot, people love getting something extra, or "free," for their loyalty and patronage.

You can bring that same sense of fun, commitment and excitement to your office. Dental Anywhere mobile apps and PracticeGenius are just two of the companies I know that offer reward programs for dental offices. If your patients have to see you anyway, they might as well be inspired to earn rewards along the way.

Everyone likes to be catered to. Set up a hostess station in your waiting room, so patients can enjoy bottled water, coffee and tea while they wait for their appointment. Buy a Keurig and stock a variety of K-Cups so your patients can easily help themselves. Taking care of our patients doesn't only apply while they are "in the chair."

Hearing from our doctor makes us feel valued, so a quick follow-up phone call is a great way to show your patients you care. Having dental treatment can be stressful, and sometimes patients forget or aren't sure how the aftermath is supposed to go.

Checking in at the end of the day with patients who had anesthesia administered is always a safe bet. Calling, reassuring them they did great, and asking if they are doing OK goes a long way. Your patients will appreciate your concern.

Giveaways. Gifts and free stuff make everyone happy. Patients love leaving their appointments with something extra in hand. Whether it's a hygiene bag with samples or a set of bleaching trays, it's OK to be generous.

Maybe go the extra mile, and give an electric toothbrush away to the 10th patient of the day or to the new patient who has a $2,000 treatment plan. Hold a monthly raffle. Nothing says, "We appreciate your business," more than getting something extra special you didn't expect.

Demonstrating that you are more than just their dentist can strengthen your relationship with your patients. Try hosting a happy hour or have a catered event for no other reason than to bring some fun into the office and thank your patients for their business.

You can do this during working hours for the patients who are already scheduled, or you can do it after hours so that patients can bring friends, spouses, and family. The more the merrier! This is a great opportunity for patients to enjoy your hospitality and for you to show your appreciation.

Paying it forward
The point of all this is that even the smallest gesture of kindness can have a positive impact on the recipient, which can only have a positive impact on our business. We make these gestures all the time in our personal lives without thinking about it. We bring our sister a cupcake because we know she likes sweets. We bring our mom flowers to brighten her day. We pay for lunch for a friend, "just because."

We do these types of things because we value those relationships, not because we expect something in return. But the truth is, we do get something in return, and our giving perpetuates a cycle of mutual generosity.

The girl at the ice-cream shop had no idea her giving would be rewarded with getting. She probably was content with knowing that she had made someone's day. If we could make every patient's day with some gesture of kindness and appreciation, who knows what could happen in return? Maybe they say thank-you, maybe their loyalty to the office becomes stronger, and maybe they refer a friend or write an amazing online review. Any one of these would make my day.

So if we love our patients the way we say we do, why don't we show them? When we incorporate a generous paradigm into our professional lives, both we and our patients are ultimately winners. It feels good to give and it feels good to receive, so creating an opportunity for that exchange is something special and powerful. Just as we retain and build our personal relationships by the appreciation we demonstrate, we can retain and build professional relationships by demonstrating our genuine appreciation.

And maybe we'll get a little ice cream along the way.



Tanya Stein has worked with hundreds of offices in her 20 plus years of experience in dentistry, technology and marketing. After earning her first degree in interpersonal communication at California State University, Northridge, she worked in the private sector as a marketing manager and publicist. She received her degree in dental hygiene from the University of Southern California and went on to practice hygiene and gained insight into many specialties and business models. Today she specializes in practice enhancement and communication strategies through her company, Dental Hand for Hire.


Dentaltown Magazine
September 2025
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