First-year anniversary since opening

Wow, it’s already been exactly one year since I opened.

Director’s office at Jaejugoodeun Dental Clinic

These days, dentists jokingly call their own fate “won-saeng-ma.”

It’s a self-deprecating way of describing the current reality of dentists: they can’t even dream of financial freedom or retirement, and have to commute to the clinic until the day they die.

It literally means “finish life in the director’s office,” lol. That’s really right.

Since I’ve decided to finish life here anyway,

I decided to make it a space I’d personally like.

While I was at it, I thought it would be nice if it also looked visually complete to patients.

The director’s office door is usually left open whenever possible,

so I thought the parts visible to patients should be a little pretty.

I enjoy doing this kind of work. When people in reviews say the clinic is so beautiful, that makes me happier than hearing that treatment went well lol That kind of person

(Treatment going well is obvious anyway 😎)

Anyway, I like adding detailed touches in places that others might think are trivial,

without going overboard.

Usually, when people open a clinic, they display a lot of Certificates from seminars they’ve attended, but I put up framed before-and-after treatment photos in several places, showing what our clinic does well. I think these frames are better than any certificate.

For new clinic owners, a certificate usually means that I learned something from someone else (mostly another clinic owner).. And that made me wonder: why would I brag about that to patients?

I don’t think patients would definitely want to send their friends to the director who taught me.

From a patient’s perspective too, if the clinic director they visit studied under the director of Clinic A and is bragging about it a lot, then why should they choose that clinic instead of just going to Clinic A?

That’s just the thought I had. So I started making framed treatment photos.

On our clinic website’s biography section, it always says:

“Rather than speaking through my past credentials, I will speak through current treatment results.”

Of course, I wrote that line myself, and in this way (with treatment-result frames instead of certificates) I’m maintaining a consistent context throughout the clinic space as well.

What is branding, anyway?

I think branding is becoming a “die-hard concept person.”

Why did I decorate the director’s office?

It’s simply the result of staying true to the concept of someone who opened a clinic to do this kind of thing.