A Brave New World: Dr. Christian Coachman and the Future of Dentistry

Bulletproof Dental Practice Podcast Episode 49

Hosts: Dr. Peter Boulden & Dr. Craig Spodak

Guest: Dr. Christian Coachman, founder of Digital Smile Design (DSD)

Key Takeaways:

  • The world is moving at a very rapid pace, and it’s each of our responsibility to roll with the change and grow to meet the expanding demands of our patients.
  • Millennials aren’t looking for great products, they’re looking for great experiences.
  • Marketing in dentistry has changed. People now expect a story of what they’re going to experience.
  • You can no longer rely solely on being the best at doing dentistry, you’ve got to be able to connect with patients and show them what’s in it for them.
  • Being good and doing decent dentistry is an obligation, but is not the only thing you need to do to be successful.
  • The human brain has evolved to listen to stories.
  • Make your patient the hero and the guide.
  • The first step in telling your story is to open the communication channels and connect with the emotional side of people’s brains.
  • There are 3 stages to presenting treatment plans with patients; gaining emotional permission, discussing problems, then explaining treatment plan.
  • The DSD concept is about everything to be understood in regard to running a successful practice.
  • DSD focuses on process within patient’s 1st and 2nd appointments; intake, analysis, smile design, treatment planning, treatment presentation, case acceptance, online marketing, and more.
  • Dentists who want to own and operate their own practices are going to need to develop business and marketing skills, because your primary competitor will be a corporation.
  • In order to change and grow with the business of dentistry, first we need awareness about what is coming.
  • Then DSD educations about four moments; design, plan, sell, and perform.


Digital Smile Design

Building A Story Brand by Donald Miller


“The good guys in dentistry are focused on adding value for patients.” Dr. Craig Spodak

“Change is always a constant, growth is optional.” Dr. Craig Spodak

“This is a great moment for ambitious people.” Dr. Christian Coachman

“Millennials aren’t looking for great products, they’re looking for great experiences.” Dr. Christian Coachman

“Storytelling is the biggest skill for this new era.” Dr. Christian Coachman

“There’s a point of diminishing returns when it comes to just learning the clinical.” Dr. Peter Boulden

“If the patient doesn’t see what’s in it for them – you lose.” Dr. Peter Boulden

“When we do dentistry right, we’re helping people.” Dr. Craig Spodak

“Everything happens slowly until it’s sudden.” Dr. Craig Spodak


Freedom of Direction

, March 8, 2023


, November 23, 2022

Bulletproof Storytime

, May 18, 2022

Mastermind Announcement

, May 14, 2022

Reduce the Friction

, March 30, 2022

Heroin and a Salary

, December 22, 2021

How it Started, How it’s Going

, December 10, 2021

All things Real Estate – Part 2

, November 24, 2021

All Things Real Estate – Part 1

, November 17, 2021

How To Talk To Your Team

, November 3, 2021

Your Revenue Doesn’t Matter

, October 21, 2021

Summit Wrap Up 2021

, July 28, 2021

Debt Repayment Methods

, June 16, 2021

Bottlenecks to Revenue

, June 9, 2021

The Bulletproof Pathway

, March 17, 2021

Comfort Zone & Lifestyle Creep

, February 17, 2021

1 VS. 5 Locations

, February 10, 2021

Team Alignment is EVERYTHING

, February 3, 2021

Work As Hard As You Can

, December 9, 2020

Becoming a Thoroughbred

, November 27, 2020

Dealing with Upset Patients

, October 22, 2020

Team Compensation Negotiations

, September 17, 2020

The Risk of Burnout

, September 9, 2020

When to Expand

, August 27, 2020

Don’t Blow Your Ask

, July 16, 2020

Your Last Dance

, June 2, 2020

Looking for Silver Linings

, April 7, 2020

HR Answers in a Corona World

, March 19, 2020

The Summit Recap

, March 3, 2020

Dr. Baird is BAAACK!

, February 20, 2020

The Insurance Conundrum

, January 9, 2020

2020: Your BEST Decade Yet

, January 2, 2020

Leadership with Dr. Jenny Perna

, December 19, 2019

Smartest in the Room

, September 19, 2019