Dental Marketing with Legwork Podcast Website Follow @dental_digest_podcast Instagram Follow @dr.melissa_seibert on Instagram Connect with Melissa on Linkedin Dental Digest Podcast Facebook Digital Smile Design My guest this week is Dr. Christian Coachman and we'll be talking about Digital Smile Design.  Transcript:  Speaker 2: [00:01:56] So I'm here with Christian Coach and I'm a huge fan of your work. I'm a huge fan of what you've done for digital dentistry and integrating it into dentistry. I'm a big fan of just everything you've brought. So would you just start by telling us your story? You have a bit of a unique story. [00:02:11][15.4] Speaker 1: [00:02:12] Thank you for having me here. Great pleasure to participate and share a little bit of my story. And so my story starts in Sao Paulo, Brazil, where I was born and raised, where I went to dental school at the University of Sao Paolo, where I did my dental technician course as well. And in starting in 95, I started to work as a technician for my father and then started to work with other Brazilian doctors. And I was able to grow into this position as a dental technician, creating a certain reputation in Brazil. And because of that, I was invited in 2004 to join Team Atlanta in the US was a big move for me at that time, became their head ceramicist and worked there for almost five years. And of course I was able there as well to pursue another passion of mine that is lecturing and teaching. Since they were all very well-known speakers, I was able to to learn from them and to also they opened doors for me and I started to lecture all over. And during that time as well, I started to develop the concept of digital smile design. That was basically a concept of improving the dentist technician communication, and it grew into something much bigger. And that was 2007 eight nine, when social media was growing. I was able to get that wave and really be one of the first ones to start promoting my work in social media. That took me all over the world and travel a lot. From 2009 to 2014 into 2014, the DST concept got a little bit more mature and 3D technology started to kick in and we then partnered with software company and developed the center here in Madrid. My two brothers. Then I was able to convince my brothers to join the project and moved to Madrid to start running the project here since I was traveling all over. The project grew and two years ago I moved with family here to Madrid as well. And that's exactly what I'm speaking now from my home in Madrid. [00:04:38][145.9] Speaker 2: [00:04:39] And so I've heard a little bit about your story from our mutual friend Dr. Bill Robbins, also a big fan of his work. And he said that effectively what you've created all kind of started because you were trying to find a way for the dentist to better communicate with you and to have better back and forth communication. [00:04:55][16.2] Speaker 1: [00:04:57] Mm hmm. Yeah. I remember many years ago, I was hearing I was reading somebody talking about communication outside dentistry, and they mentioned that two thirds of all the problems in human history are related to bad communication from family problems all the way to world wars, the lack of communication skills. So I was always very passionate about communication that combined with my passion for teaching. And I realized that a lot of our problems, they come from not being trained on communication strategies, dentist, technician and also anticipation. So I started to really absorb and analyze the communication process and started to develop ideas on how to improve that dentist technician communication, to improve efficiency, to understand, to pass better information and to minimize errors and to save time in the patient's mouth, basically. And then on the other side with the patient, improve communication with the patient to calibrate expectations and to create perceived value, to differentiate yourself, to increase case acceptance, to