Here’s the thing nobody tells you as a new dentist:
Your clinical skills matter less than you think. At least when it comes to attracting patients.
That’s not us saying it — that’s Zac Orender, who’s spent nearly a decade building brands for the top cosmetic dentists in the world.
In Part 2 of our conversation, we stopped talking about why you need to build a personal brand and started talking about how. Specifically: what do you actually post when you don’t have amazing before-and-afters yet?
Zac broke down the psychology:
The Ambiguity Bias. People avoid decisions when they don’t know what the experience will look like. Most patients assume going to the dentist will suck — because that’s all they’ve ever known. Your content needs to show them otherwise. What does a day in your office actually look like? Who will they meet? What’s the vibe?
The Halo Effect. When you educate someone first, you become their trusted authority. That patient who learns something from your content before ever walking in? They already trust you more than the dentist down the street.
Experience Beats Product. Here’s the uncomfortable truth: patients can’t tell the difference between “good” and “great” clinical work. Zac’s film school analogy hit hard — the average person isn’t analyzing your margins. They’re asking: do I like this person?
The quote that stuck with us: “Some of the best investors in the world invest in the founder, not exactly what they’re doing. It’s the same thing with a prospective patient.”
You might not have the before-and-afters. You might not have years of experience. But you have you. And if you can lead with that, you’ll get to where you want to be faster than you think.
This episode changed how we think about content. Hope it does the same for you.
Listen on Spotify, Apple Podcasts, or right here.
—
Connect with Zac:
* Instagram: @cosmeticsocialclub
* Instagram: @pasted.studio
* Website: getpasted.com
Connect with your hosts:
* Alex Besmer: @b3sm3r
* Dr. Tony Schicktanz: @the_educated_associate
Follow The Educated Associate:
* Instagram: @the_educated_associate
* YouTube: The Educated Associate
Missed Part 1? Go back and listen — we covered why clinical photos alone won’t grow your practice and how to get comfortable on camera.
