It’s All About the Relationship
Dentistry is changing, and our patients continue to expect more and more from their dental providers.
As dental professionals, we have different perspectives on what the patient experiences while they are in the office.
- What keeps our patients coming back?
- How can we create an experience that ensures patients choose our office versus the office down the street?
- Do they come for the snacks and coffee in the front office while they wait?
- Do they come because of the warm blanket, pillows, and sedation offered during treatment?
- Or do patients come back because of the relationship we have with them?
Simon Sinek* refers to building relationships and trust as a human experience and a feeling. It requires intention. One of my favorite parts of working in the dental field is the relationships I have built with our patients and team.
First Impressions
It has been said that first impressions are everything. Important pieces include the building being attractive inside and out. An attentive front team that is friendly and organized, a skilled doctor/ assistant team, and a thorough hygiene team are key. If we can form a successful team that is good at what they do, the only thing left is to create relationships with our patients.
When I first entered the dental field, I did not emphasize relationships with patients. I saw the dental field as cleaning and fixing teeth, a need that was satisfied by the doctor. In a short period of time, I realized that dentistry was much more.
The office I worked in was a father and son, which gave the office a family feel. After several months, I checked in with the same patients several times and learned a little about them.
One day, the doctor made a new full set of dentures for an 80-year-old woman, and she flashed the biggest smile. Her joy was unforgettable. The doctor walked her to the front desk and sang, “Here she comes, Miss America.”
This patient smiled ear to ear, and it was at that moment that I realized dentistry played an important part in a patient’s life. I also discovered the value of relationships with patients.
What Keeps Them Coming Back?
Why do our patients keep coming back? The dentist is not known to be the happiest place on earth. Most people would rather do a lot of things than visit their dentist, which is why we see a lot of unhealthy mouths.
Patients come back because they need treatment, and they trust the doctor. But they continue to come back because of how they feel when they enter the door. They come back because of their relationship with their providers and the team.
Positive relationships begin with a smile and eye contact when the patient walks in. It makes them feel seen and welcomed.
The front team has many opportunities at the first interaction to ask about their day or check in on their feelings. This also allows the patient to update the front team with an updated health history, which leads to more conversation. This small moment with one patient creates moments of trust, which could lead to a long-term loyal patient.
Have you ever seen your favorite patient sitting in the waiting room? Go out, say hello, sit down next to them, and ask how their weekend was. Tell them it is good to see them.
Taking an extra couple of minutes with a person makes them feel special.
The Handoff to the Back
When the clinical team takes the patient back to start treatment, this is another opportunity for conversation and relationship building. Lots of times, the clinical team will have notes from the last visit about vacations, family members, concerts seen, etc. There is also relationship building in the quality of care the patient receives from the clinical team.
Open communication and knowing that the clinical team has the patient’s best interest will create value. Smiles (even behind masks) and eye contact create trust.
Walking Them to the Front
Last but not least, treatment has been completed! The patient begins to relax and walks up front with a clinical team member for checkout.
A great team handoff is so important! This allows the clinical member to explain what procedures were completed, and the patient is listening.
“Hi Patty, this is Phil. We completed a crown on #4, along with the post and core. He has completed treatment. I have scheduled an appointment to seat crown #4, and he has his appointment card. Can you please make sure his recall appointment has been scheduled?”
The patient hears the communication between team members and hears that the team cares about his recall appointment, which carries over to the fact that the team cares about him. This is also a great opportunity for Patty to engage in a little conversation. “What do you have planned for the rest of the day?” “Thank you for coming in, and be careful out there!”
Relationships Drive Patient Loyalty
Relationships make life more meaningful. We are more than just dental professionals; we make a difference in our patients’ lives. The more engaging we can be, the more our patients will choose us over and over again.
It’s all about the relationship! So smile more. Ask people how their day is going. Look each other in the eye and continue to pass around kindness!
*Leaders Eat Last By: Simon Sinek
About the Author
Megan Schulte, DAADOM
Megan Schulte has worked in the dental field for eight years. Her knowledge of people and the industry has grown tremendously over the years. She works alongside her dentist husband in their practice, Schulte Family Dentistry.
Megan graduated from Kentucky Wesleyan College in 2003 with a degree in social work. She has been married to her husband, David, for 18 years, and they share 3 children. She loves to be surrounded by her friends, family, and a good book.
She was inducted as an AADOM Fellow in 2021, got her Master’s in 2024, and became a DAADOM in 2025.
