Should vs. Could

November 7, 2022
*This page may contain affiliate links. If you purchase from these links we may receive a commission at no extra cost to you.


Such an analysis should be performed by any business owner before embarking on a new project.  There are many things that one COULD do, for instance, to increase revenue during a recession.  For each proposed new strategy, the question should be asked; Even if it COULD be done, SHOULD it be done?

SWOT analyses are excellent exercises to lay out the Strengths, Weaknesses, Opportunities and Threats.  Even with such an analysis, sometimes the decision to proceed comes down to; Should it be done?

During this past weekend’s SSC Live event at Glidewell headquarters in Newport Beach, I heard some amazing presentations by physicians and dentists alike.  My presentation was on The Physician Referral Magnet, based on the new eBook I just wrote on the subject.

The Spencer Study Club is primarily focused on Dental Sleep Medicine and TMJ therapy, something few dentists learn about in dental school.  During the presentations, the issue came up of how certain blood markers can give a practitioner valuable information that can help their patients achieve better outcomes from Sleep and TMJ therapies.

One of the lectures was on the use of PRF (Plasma Rich Fibrinogen) as an adjunct to TMJ therapy.  So, the skill set of taking blood is something that would be required.  One might do an analysis, that since blood is being drawn for PRF, it’s an easy jump to taking another vial and sending out for analysis of vitamin D levels, CRP, IL-6 or other inflammatory markers.  What about ferritin levels on patients who have sleep issues and are tired?  And if a patient’s joints show some signs of arthritic change, what about requesting ESR or anti-CCP levels?

You might now have the equipment and the skill.  You CAN!


Since we’re now getting into an overlapping, or grey zone of traditional ‘medical onlyservices, the questions that should be asked include What would that patient’s Primary Care Physician (PCP) think about that?”

Would it be wise to speak to the PCP first, and ask what their preference is?

What about other referring physicians?  If they knew that a dentist is drawing bloods and doing procedures not traditionally associated with dentists but rather physicians, what would they think?  And, what would your dental board think?

Another example is the use of Botox and cosmetic fillers.

Botox has a well-defined role in treating TMD.  So, the techniques for its use are valid skills a dentist might want to study.  But does that mean that the use of Botox for non-TMD treatment is a worthy service?

During my lecture on The Physician Referral Magnet, I discuss how I received many referrals from dermatologists and plastic surgeons.  What would they think if I began offering Both and cosmetic fillers to my patients?

In the case of promoting or even safeguarding physician referral pathways, the best strategy is to JUST ASK.  Be respectful that the physician controls the patient’s overall health.  And it’s an opportunity to strengthen the relationship, promote the referral pathway by showing respect for that relationship.

As dentistry becomes more collaborative with our physician colleagues, respecting that relationship is one of the simplest pathways for promoting collegial discourse, better patient outcomes, and more referrals.   Those referrals beat any other marketing system, by A LOT!

Find out more by getting this powerful, timely and INFLATION FIGHTING eBOOK:

The Physician Referral Magnet:How to get an endless stream of THE BEST new dental patients…and help more people.

Get the book and start asking the right questions.  Even if you COULD…SHOULD YOU?

To Your Excellent Success,


Practice Success Insights

Sign up to receive insights into building a successful practice via email with the free Practice Perfect Pearls Newsletter.
Dr. Michael Goldberg is one of the leading educators on dental practice management in the United States.

Michael ran and sold a prestigious group practice in Manhattan and has been on Faculty at Columbia University and New York-Presbyterian Medical Center for 30 years including Director of the GPR program and Director of the course on Practice Management.

Book a FreeStrategy Session

Latest Articles

How to Stop Cancellations... without spending more.

Learn how successful practices ensure their appointment slots are filled... and their patients keep coming back!


The Proven Way to
Reboot Your Practice...

Increase profitability, decrease stress and achieve your goals with proven ways to ensure your practice thrives


From Hello to Hugs

Get the sensational book on how to turn callers into raving fans. A guide to making MORE from LESS in your dental practice.


Join Michael LIVE for the FREE Monthly Coffee With the Coach Webinar

Invite your entire team and get expert advice from an industry expert on a new, timely topic every month that you can implement in your practice right away.