> Values
The Value in Building Core Values Evolving the strategy and messaging are key to building strong core values through growth.
As an emerging DSO grows its business, its strategy and messaging must evolve. Patrick Nelson, Chief Financial Officer of Salt Lake City-based Platinum Dental Services, knows that firsthand. Platinum Dental Services was founded in 2012 and he joined in 2015. “In the early days, our training focused on metrics and pre-appointment hygiene rates as well as new patients, retention and average daily production,” Nelson said. “All of those metrics are very important, and they help drive success if you get them right. But if the focus is solely on metrics, it isn’t very inspiring to other people. So, last year, we got really serious about defining our core values.”
BY DANIEL BEAIRD
Platinum Dental Services started documenting its core values around service, teamwork, humility, education, family and relationships. “We gathered a lot of feedback from our partners,” Nelson said. “And we went on a tour across all our locations.” That’s 23 locations in total with 17 in Utah and three in Colorado.
Working toward a common goal
Patrick Nelson
60 NOVEMBER/DECEMBER 2022 • DENTIST ENTREPRENEUR ORGANIZATION
Platinum Dental Services drives better performance working toward a common goal. “For example, if we want to talk about patient retention and case acceptance, let’s not talk about the metrics. Let’s talk about what impacts the metrics and that’s patient experience. Let’s treat the patient great and make sure they feel comfortable,” he said. A lot of metrics fall into place when core values like these are focused on. Nelson found that they get more emotional buy-in from their team members and doctors these days, and that creates a unifying voice. “People knew what we stood for and that built up our goodwill,” he said. “We should have focused on our core values sooner than we did, but I think that’s a common mistake among many DSOs. Our core values have aligned our shared vision and goals, resulting in changed team behavior.”
dentalgrouppractice.com