Referrals, Relationships, and Resilience: The Real Currency of Success

When I joined Patient NEWS nearly 10 years ago, I assumed that success would come from mastering sales scripts, knowing the numbers, and converting leads into loyal clients. What I quickly learned, and what has shaped my experience since, is that in dentistry (and life), the magic comes from relationships.

Back then, I had a cubicle, wore a headset, and worked with dental professionals across the U.S. and Canada using my phone – with my dog at my feet. (Patient NEWS has always been a pretty cool company!) My job was to help practices grow, but what I didn’t realize was that I would grow in the process.

Jenny @ work in 2018 with Darcy (now 95 lbs!)

What initially felt transactional gradually evolved into something much deeper. I began to see that each conversation wasn’t just a “touchpoint,” but a relationship in the making. The numbers were important, but it was the people behind them who truly made the work meaningful.

When I released the pressure of chasing metrics and instead focused on what really mattered – listening, learning, and building genuine connections – something awesome happened. The numbers began to take care of themselves, fueled by the trust and relationships that had become the true foundation of my work. That’s when success took on a new definition for me.

Building Connection from a Distance

In those early years, connection came with challenges.

Without the ease of video calls or face-to-face meetings, I couldn’t see the smiles or the raised eyebrows, I wasn’t able to read the quiet pauses that say more than words, or to simply see that someone’s attention had been pulled away and I needed to give them some time. This meant that building trust took time, patience, and lots of creativity. (And sometimes, it meant repeating myself more than needed because the doctor was getting updated on the patient in Op #5. 😉)

Jenny & Jessie Stamp with Dr. Howard Farran

This time also taught me one of the most valuable lessons of my career: connection requires more than communication – it requires presence. Even through a phone line, you can tell when someone is truly listening – and smiling as we coach our clients’ front desk teams. That awareness led me to focus less on talking and more on understanding. I learned to pay attention to tone, to sense frustration or hesitation, and to respond with empathy instead of efficiency.

That shift laid a foundation for building strong client relationships. Even from thousands of miles away, I realized relationships aren’t fostered through technology, but through understanding and genuine care.

The Power of Seeing Faces: Connection Beyond the Screen

Then came the next phase of my career evolution – video calls. When Zoom became part of our daily reality, everything changed. Now I could see the people I’d been working with for years and watch their expressions as we brainstormed or reviewed campaign results.

Being able to see reactions made communication more intuitive. It wasn’t just about data anymore; it was about people sharing and partnering to create success.

Later, when I was traveling and meeting those same clients in person, it felt like I was catching up with old friends. I’d walk into a room at an industry event and recognize familiar faces I’d only ever seen in Zoom squares. Who knew technology could spark a real-world friendship?

Jenny with Dr. Hazel Glasper, ReviveSmile.com

Relationships as the Foundation of Referrals

Over time, I noticed a pattern: my most successful clients weren’t just happy with results – they were Patient NEWS advocates. They referred others not because I asked, but because they trusted me. That trust came from relationships – not marketing tactics.

I saw that every strong relationship creates ripples. A client becomes a partner – and then a friend – who introduces you to someone else whose life you can positively impact. At Patient NEWS, we help dental teams attract and retain patients through neighborhood newsletters mailed to area homes, great content on websites, educational emails, and more. But what we’re really doing is helping people help people. It’s one of the things we’re really proud of. We’ve managed something like 70,000 campaigns and scored over two million dental patient calls, so our content has reached millions and millions of consumers. We’ve helped our clients educate their patients and prospective patients on the link between oral health and overall health. We’ve saved lives through our clients! It’s a feel-good thing about what we do. It’s not marketing – it’s relationship-building. And guess what? Relationships build results.

Learning from the Best: What Successful Dental Teams Have in Common

One of the greatest privileges of my work is learning from hundreds of incredible dentists and dental teams across North America. I’ve seen what separates the good from the great – and it’s not location or budget. It’s culture. Successful dental teams share key traits:
– They’re interested, curious, and open to learning what’s working for others
– They communicate with empathy and clarity
– They empower team members to own the patient experience
– They embrace learning and adapt with confidence
– And most importantly, they care deeply about people.
Those lessons have shaped how I approach my own work. From brainstorming growth strategies to coaching a practice through its first direct mail newsletter or website design, I’ve learned that success starts with relationships that are built on trust and fueled by a unified purpose.

The Ripple Effect of Learning and Growth

Attending industry events – and I’ve attended some amazing ones! – has been one of the most inspiring parts of my journey. There’s something powerful about being surrounded by dental professionals who aren’t just successful in their fields, but also generous in spirit.

Every conversation is filled with honesty, vulnerability, and encouragement. You can feel the collective energy of experts who’ve faced challenges, reinvented themselves, and continue to keep moving forward.
What’s even more inspiring is seeing how the dental community has evolved. Practice ownership used to feel isolating, but that’s changing. Today, dentistry is more connected than ever. Dentists are building incredible networks of support, communities full of collaboration and encouragement. It’s a beautiful shift that’s redefining what it means to lead and succeed in this profession.

Resilience: The Foundation of It All

Of course, my journey hasn’t been without challenges. There have been seasons of uncertainty, demanding workloads, and moments of doubt. My flexible work-from-home environment offers so many benefits, but relationships built on the road also come with a cost.

Jenny & her family.

As a mom, I battle the guilt of what I miss at home while I’m away. The reality is that there’s almost always a softball or hockey tournament happening during my travels. I know you’ll feel me on this fellow DeWs: I am proud to be teaching my daughters to work hard and pursue their dreams – and that a woman’s career is as important as a man’s – but that doesn’t mean I don’t feel guilty or embrace the tears when missing a homerun or goal. However, each of those moments has reinforced an important truth for me: resilience isn’t about avoiding obstacles; it’s about how you walk through them when they happen.

I see that same truth reflected in so many of the dentists and teams I work with. Facing challenges head-on, grounded in purpose, and guided by relationships that sustain them. Their resilience truly inspires me.

I also admire their curiosity, their eagerness to learn from experts beyond dentistry, and their willingness to lean on every available resource to grow. Whether it’s business strategy, leadership development, or patient-experience training, they’re open-minded and always eager to grow. It’s that blend of humility and hunger to learn that keeps them – and our industry – moving forward.

The Heartbeat of Success

Looking back, my definition of success has evolved. It’s no longer about the metrics. It’s about stories, relationships, and the growth shared along the way.

Referrals, relationships, and resilience – that’s the real currency I’ve built my career on.
As my journey continues, I’m filled with gratitude for the clients who’ve trusted me, the colleagues who’ve inspired me, and communities like DeW that remind me that leadership is not about having all the answers. It’s about showing up, learning, and helping others rise with you. Because when we lead with heart, success naturally follows.

Jenny Smith is a Senior Marketing Consultant for Patient NEWS (patientnews.com), where she helps dental practices across North America thrive with data-driven digital and direct mail marketing campaigns powered by their marketing software, Practice ZEBRA. With nearly a decade of experience in relationship-driven business development, she’s dedicated to helping teams thrive through communication, culture, and compassion.

Connect with Jenny at (888) 532-9307, linkedin, or book a call here.