My recent comments about “attack and defence” dentistry teams seemed to unsettle some readers, who felt that the word “attack” had the scent of that forbidden word in dentistry – “selling”. So it was with relief that, earlier this week, I heard a client describe his two teams as “finders” and “minders”. Perfect. The “finders” are those who are responsible for new patient consultations, the patient journey and treatment co-ordination/treatment sales. The “minders” are those who are responsible for maintaining the ongoing dental health of a patient database. There are finders and minders at every station in the practice – telephony, reception, nursing, administration, clinical. Depending on the nature of the enquiry or the need, a patient can be assisted by either team. There is no “ownership” of patients by specific clinicians. All patients are educated or re-educated that the “practice” delivers the overall result – and that all of the team in the practice are trained to the same level of customer service and clinical or other skill set. Which raises the subject of branding – and especially personal branding versus practice branding. I’m currently reading an excellent report on personal branding by Coutts and Company, the private bankers. I’ll tell you more soon.