The Problem with Fear-Based Dentistry

Oftentimes, doctors tell patients about the problem—but they never give them the solution. For example:
“You have severe periodontal disease.”
“You have deep pocketing.”
“Your teeth are loose.”
“You have an infection.”
“There’s pus in your mouth.”
“You have coronary artery disease.”
“Your heart's not functioning that well.”
“Your cholesterol is very high.”

These kinds of statements scare the hell out of patients. When someone is told they have a problem, they may or may not have even realized it before. But hearing the story this way often makes it feel much worse—because they imagine the worst-case scenario.

The Most Common Dental Nightmare

In America, 90% of people report dreaming that their teeth are falling out. It’s the most common dream in the country.

When a new patient comes into my practice, I often say, “I know what you dream a lot about.”
They look at me surprised and ask, “How do you know?”
Because a lot of my patients feel this way. They dream about their teeth falling out, and they’re always shocked I know that. But I know because the people who see me have periodontal disease. It’s that common.

Stop Using Fear to Sell Treatment

I have one colleague—who will go unnamed—who tells patients about the problem but never offers a solution. He says, “Go home, talk to your spouse, and come back to me.” He tries to make them fearful. He believes fear will motivate them to accept treatment.

But in our practice, we do things differently. I don’t want patients to be fearful—just the opposite. I want them to feel informed and knowledgeable about their situation because knowledge gives patients tremendous power.

Teach Patients to “Fish”

You’ve heard the saying: Give a man a fish and he eats for a day. Teach him to fish and he eats for a lifetime.
I feel the same way about healthcare. We’re very prevention-oriented.

So when a patient comes in with a problem, we immediately tell them the solution. That solution might require surgery. It might require a significant investment of time and money. But when we’re done, we get them to a place where they’re healthy and stable.

And we teach them how to stay that way.

Deliver Hope Alongside the Diagnosis

If I tell a patient, “You have some periodontal disease,” I immediately follow with, “The good news is…”
I always link the problem with good news. That way, patients leave my chair feeling, “Wow—I thought it was going to be much worse.”

Even if I tell them they’re going to lose all their teeth and need implants, they often respond with, “Wow—I thought it was going to be much worse.” Why? Because I give them a solution that’s in their best interest. I’ll do everything possible to serve my patients’ best interests.

Meet Patients Where They Are

Most patients come in uneducated, scared to death, and unsure of their future. So I tell them:
“This is the problem. This is the solution.”

And we connect with them. That connection—especially in the first 90 seconds—is critical. That’s when they start to feel comfortable that we’re recommending the right treatment for them. And we are.

I truly believe we’re doing the right thing for our patients. I want to get them healthy. I share my positive vision for their future.

Seeing the Future in Dentistry

It may sound strange, but I can see the future in dentistry.
I can’t predict global warming, politics, or the stock market.
But I know what will happen to my patients’ dental health if they follow my instructions.

If they brush, floss, see my hygienist every 3 to 4 months, and eliminate infections like decay and periodontal disease—we can stabilize them. Almost nobody loses their teeth if they follow my instructions. In fact, if they stick with it, they won’t lose their teeth. How do I know? Because there’s research to back it up.

Every Problem Is an Opportunity

When a patient comes in—or when you face any problem, like a leaky roof or a child struggling at school—there’s always a choice. I have a friend who always says, “What’s the opportunity?”
So whenever I call him with a problem, that’s the first thing he asks.
Because within every problem is an opportunity to do something really great.

Guiding with Compassion and Wisdom

For me, this comes naturally after 40 years of experience. But my patients don’t know what I know. Unless they’re a board-certified periodontist, they simply don’t understand dentistry the way I do.

That’s why I have to be there for them.

We’re almost like parents, and our patients are like children. We have the experience. We have the knowledge. And we’re going to care for them in a gentle, comprehensive, loving, and compassionate way.

Final Thought: Be the Gift

Always link the problem with the solution.
Do that—and you’ll be the gift to your patients.

Have a great day, everybody.