At the heart of a great dental practice is exceptional clinical skill and the ability to deliver outstanding care. But eighty-five percent of the time spent with patients is communication, and only fifteen percent is clinical application. ¹ It’s one thing to know how to treat a patient; it’s another skill altogether to be able to communicate effectively. If we don’t communicate well from the beginning of a patient’s experience, we may never reach true treatment acceptance.

Most patients who call your office have already chosen your practice. It becomes the responsibility of the team to validate that choice in the very first moments of contact. That early interaction is your first opportunity to set the office apart and show the patient the quality of care and experience they can expect.

Award-winning storyteller and motivational speaker Kelly Swanson said, “Nobody notices normal.” Standard phone-call routines—policies, insurance questions, and transactional language—sound like every other office. Those conversations should happen after you’ve impressed the patient with the warmth, professionalism, and hospitality of your team.

Instead of beginning with “What insurance do you have?” or “Is this an emergency?” start with:

Question 1:

“What inspired you to call?”

This immediately differentiates your practice and gives the patient space to explain what motivated them to seek care. It also allows you to naturally highlight how your practice meets their needs:
“Based on what you’re looking for, I can understand why you chose us.”

While gathering necessary information is important, asking for personal details too early—before rapport is built—can feel abrupt. Demonstrate courtesy by asking permission first.

Question 2:

“May I ask you a few questions?”

This small step reduces the perception of scripted intake and reinforces respect, professionalism, and sensitivity.

Every team member contributes to the perception of quality. Throughout the patient journey, the team should validate the practice and endorse the doctor. Before ending the call with a new patient, the business team should offer an authentic endorsement.

Question 3:

“May I tell you a little more about our practice?”

This invites a reassuring explanation of what makes your office special:
“Our doctor has a wonderful chairside manner.”
“We’ll give you all the time you need to make the best choices for your care.”

These statements help patients feel welcome, valued, and confident.

Clinical team members can reinforce this by sharing why they choose to work in the practice, what they value most, and what makes them proud to be part of the team. Authentic comments build trust and rapport.

Presenting treatment can be challenging. Before reviewing written recommendations, begin with:

Question 4:

“Would you allow me to tell you what I’d like to do?”

This approach invites partnership and puts the patient at ease. Deliver the treatment conversation with sensitivity—using attentive listening, appropriate body language, and calm pacing. Sit at eye level and lean in slightly to communicate: “You have my full attention.”

Remember: treatment acceptance is a clinical responsibility. The financial team negotiates payment only after the patient understands and agrees with the clinical plan.

Far too much recommended treatment sits incomplete because no one revisits it. Hygiene visits are a powerful opportunity to re-engage patients. Begin the conversation early in the appointment to allow time for meaningful dialogue.

Question 5:

“Tell me what has prevented you from moving forward with your care?”

Common responses include cost, lack of symptoms, or time constraints. Address them thoughtfully:

“If cost is a factor, consider what it would have cost when the doctor first recommended it—and what it may cost if we wait. It will never cost less than it does today. If we can help make this affordable, what other concerns do you have?”

“Our goal is to help you avoid discomfort or unplanned problems. Waiting until something hurts often results in more extensive—and more expensive—treatment.”

“If time is tight, addressing this now prevents more complex issues that require multiple visits later.”

Balance friendliness with purpose. Being too social during hygiene visits can cause us to miss opportunities to talk about dentistry and support patient health.

Financial discussions require confidence and skill. Patients care less about how your protocols serve the practice and more about how they serve them. Written guidelines should support consistency, but must also allow flexibility for negotiation.

Introduce financial options with patient-friendly language:
“Most of our patients prefer to take care of their charges by…”

If needed, move to the next preferred option. When none seem to work, ask:

Question 6:

“Tell me what you had in mind?”

This opens a respectful two-way conversation. If the patient’s preference doesn’t align with practice policy, work together toward an affordable solution that supports both the patient and the practice.

Avoid language such as “We require…” which creates tension. Replace it with phrasing that emphasizes choice and partnership. Financial discussions handled with warmth, confidence, and professionalism contribute significantly to patient satisfaction and practice success.

Mastering communication is essential for every team member. Small shifts can transform conversations. Dental professionals who excel in communication foster trust, reduce anxiety, and strengthen both patient relationships and productivity. Asking better questions, listening actively, and expressing empathy elevate the patient experience.

Clinical excellence is refined through training and repetition. Exceptional communication is learned the same way. When both are cultivated, the practice becomes extraordinary.

Reference 

¹ Waylean A. The importance of communication in dentistry. Dental Update. Vol. 44, Issue 8. September 2017: 774–780.