• Heartful Academy

How to make your customers love you when you are their… dentist!

How do you take something that people dread, like going to the dentist, and turn it into a good experience?


During the past decade Anders Bjergegaard has created from scratch the biggest dentist chain in Denmark. With more than 10,000 reviews on TrustPilot showing a 4.8 rating, Anders has built an organisation of 625 employees that can actually make their customers have a good experience with their dentist visit!

How do you take something that people dread, like going to the dentist, and turn it into a good experience? How do you create an environment that can support people when they are feeling vulnerable and uncomfortable?

Anders Bjergegaard is not a dentist himself, yet he has managed to drive modernisation of this industry in Denmark since he started Godt Smil in the midst of the financial crisis back in 2008. Combining modern clinics and equipment, with full focus on customer service, and a very reasonable price policy, Godt Smil has grown tremendously over the years. Today there are 30 big clinics across all of Denmark, with more than 200,000 regular patients.

In 2014, Anders sold part of his shares to a capital fund, Maj Invest, but continued as the CEO. Anders has since then started, and invested in, a handful of other startup companies. Latest investment is Min Afsked, a small but growing chain of undertakers. Again the mission is to take care of people in a vulnerable situation. To modernise an industry that has not yet been updated to current expectations and opportunities.

Some of the topics Anders addressed in this session:

  • Why choose such 'un-sexy' industries, as dentistry and funerals, instead of a cool tech startup idea?

  • How do you make your customers at Godt Smil so happy, what is the secret sauce?

  • What have you learned along the way, and what advice do you have for entrepreneurs who are in the process of starting or scaling their business?

  • What is your vision for the undertaker business? How can you make a difference in such a traditional industry?

  • What does it take to get you onboard as an investor?