In the 21st century, dental practices need to understand and incorporate the concept of socially conscious business practices in order to flourish and succeed. Today’s consumer is better informed, more aware and more than willing to put their spending dollars where their conscious is making it imperative that a business show its willingness to promote social conscious business practices as well. In order to do this, dental practices must first understand what being a socially conscious business entails.
Historically, businesses were viewed as secretive, aloof, egocentric conglomerates that were concerned with nothing more than the bottom line. Social changes that took place during the middle to latter part of the 20th century caused even the average consumer to start questioning that business model. People began to realize that true social change must occur at all levels of society – including the corporate level.
From that thinking came a call for transparency in corporate America. Consumers started to care how businesses were run, who they employed and what they did to better their community. That standard of transparency that consumers came to expect continued into the 21st century. In fact, consumers expect even more today. Simply being forthcoming about how your dental practice operates is not enough – today’s consumer wants to see that your practice has a social conscious as well.
Being a socially conscious business does not mean that you need to be a not-for-profit organization.
On the contrary, a socially conscious dental practice is most definitely a for-profit business; however, it is also a business that indirectly promotes and facilitates positive social concepts and changes. This can be accomplished in a variety of ways such as hiring disadvantaged workers, utilizing environmentally conscious materials, donating a share of profits to a worthwhile cause or participating in local organizations that positively impact the community.
Although there is no “one plan fits all” when it comes to turning your dental practice into a socially conscious business, there are some common steps you may be able to take to move your practice in that direction, such as:
- Create a philanthropic foundation or trust and designate a percentage of your profits to it.
- Spend a day figuring out where your practice can use environmentally friendly materials or supplies and make the change.
- Focus on the family by offering flexible scheduling, job sharing or work from home opportunities.
- Provide volunteers for an important community project.
- Offer employees incentives for living healthy.
With a little creative thought, you can turn your own dental practice into a socially conscious business that promotes positive change and that also appeals to today’s conscientious consumer.