Dental Communication: Talk About The Destination, Not The Plane
- Michelle Pritchard
- May 1
- 4 min read
Executive summary
One of the biggest hidden leaks in dental practices is not marketing or patient retention, it is treatment conversion.
Patients assume you will do what is clinically correct. What they are really deciding on is whether they understand the outcome, feel safe, and trust you enough to say yes.
This blog looks at why communication needs to focus on outcomes in lay language, how to balance detail and informed consent, and why trust and how you make patients feel matter just as much as your clinical skills.
The travel agent analogy
In a Dental Innovations webinar with Ashley Latter, he used a simple analogy that sums up what happens in many consultations.
A person walks into a travel agent and says,“I want a holiday with sun, sangria and sand.”
They have described their destination. Instead of painting a picture of the holiday, the agent talks for ten minutes about the plane, the engines, the seat configuration and the flight path.
That is what often happens in dentistry. The patient says, in their own way,“I want to feel confident when I smile.”“I want to be able to eat properly again.”“I am embarrassed about this front tooth.”
They are talking about the destination.
The dentist talks about the plane.
We give a detailed explanation of crowns, aligners, implants or composite, and then reception gives the price. The patient walks out without ever feeling a clear link between the treatment and the outcome they care about.
The problem is rarely a lack of treatment options. It is how we communicate them.
Patients buy outcomes, not item numbers
Most patients cannot judge your technical skills. They assume you know what you are doing, that you will recommend something clinically sound and ethical.
What they are really weighing up is:
Will this help me feel more confident at work or in social settings
Will I be able to chew comfortably
Will I worry less about my teeth in photos
Do I trust this team to look after me and tell me the truth
If we stay in technical language, they have to work hard to connect the procedure to their real goal.
Your role is to join those dots. For example:
“Our aim here is that you can smile in photos without worrying about that front tooth.”
“This treatment is about getting you back to eating comfortably on that side.”
“If we do this, you should be able to speak and present without feeling self conscious about your smile.”
You still explain the clinical plan, but you keep coming back to the outcome they told you they wanted.
Lay language and informed consent
Informed consent is essential. Patients need to understand what you are proposing, the main risks, alternatives and likely outcomes.
The key point is that informed consent is not about how many technical terms you use. It is about whether the patient genuinely understands.
Different people want different levels of detail:
Some prefer a clear, simple overview and do not want a long, technical explanation
Others feel more comfortable when they understand each step, and will ask many questions
There are also generational differences. Some younger patients respond better to short, clear explanations and a visual. Older patients may want more time and space to ask questions.
You do not have to guess. Ask:
“Would you like the short version or a bit more detail”
“How much information would you like about the procedure itself”
Then match your explanation to their preference while still covering what is required for informed consent.
Keep the language simple and concrete. Use examples and outcomes rather than jargon.
Trust, authenticity and how you make patients feel
Most patients cannot see the difference between two clinicians based on technical skill alone. They make decisions based on how you and your team make them feel.
They notice:
Whether you listen without rushing
Whether you remember what is important to them
Whether you are honest about pros and cons
Whether your behaviour feels consistent and genuine
If a patient believes you are authentic, that you will recommend what is in their best interest and that you will look after them if something does not go to plan, it is much easier for them to say yes.
Clinical excellence is expected. Trust and emotional safety are what tip the decision.
Final thoughts
Communication in dentistry is not just about providing information. It is about:
Talking about outcomes in language patients understand
Matching the level of detail to the person in front of you while meeting informed consent
Building trust through genuine listening and consistent behaviour
Patients expect your dentistry to be clinically sound. What they remember is how you made them feel and whether they felt confident about the decision they made.
If you want to improve treatment conversions without feeling like you are selling, start by shifting the focus of your consultations from the plane to the holiday, from the procedure to the destination that matters most to your patient.
How Aligned Business Consulting Can Help
At Aligned Business Consulting, we help dental and specialist practice owners implement efficient systems that drive profitability, enhance patient experience, and reduce daily stress.
With over 25 years of industry experience, we provide actionable strategies to help your practice thrive in today’s competitive landscape.
Need expert guidance on your results? Book a complimentary 30-minute virtual coffee chat here to discuss the next steps.
📩 For enquiries, email us at: michelle@alignedbusinessconsulting.com.au
To learn more about how I can help your dental practice, visit my services.
This is a personal blog. Any views or opinions represented in this blog are personal and belong solely to the blog owner and do not represent those of people, institutions or organisations that the owner may or may not be associated with in a professional or personal capacity unless explicitly stated. Any views or opinions are not intended to malign any religion, ethnic group, club organisation, company, or individual.
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