As an endodontist, I am only too familiar with the challenges of treating an anxious and distrustful patient. Endodontic dentistry gets a bad rap and many patients visit the practice with preconceived notions of the supposedly painful procedure ahead. A lack of understanding about what root canal treatment involves can also lead to feelings of scepticism and frustration. However, I have refined my approach over the years in order to make patients feel more comfortable, more informed and more in control. The result is enhanced patient rapport and everything that goes with it.
Defining trust
Looking at the literature, there doesn’t seem to be a universal definition for a patient’s ‘trust’ in their healthcare provider. Some suggest it is an individual’s expectation for the standard of care they will receive, while others consider it as a potentially vulnerable situation that requires patients to rely on their healthcare provider to act in their best interests. It is also difficult to measure trust, so attempts have been made by researchers.[i]
Personally, I believe to have succeeded as a dental professional when a patient feels comfortable with the care they receive. This means they understand what will happen before, during and after any treatment, while being content that the people performing the procedures will do so to a high standard.
Strong foundations
So, from a practical perspective, how do we establish this trust? A study[ii] exploring what makes a person trust another highlighted an array of desirable traits in the trustee. Many will not surprise you and include expertise, performance, reliability, reputation and transparency. All of these can be applied in the dental practice. In fact, many will be integral to dental professionals building any kind of rapport with their patients. They can be achieved with continuous professional education and skill development, as well as the use of cutting-edge technologies and materials. For reputation, you might consider boosting your online presence with positive patient reviews or reaching out to the community to provide support to local businesses in return for recommendations. Transparency is perhaps the most difficult aspect for many dentists. Most of us have no trouble describing a clinical procedure and discussing possible limitations or risks, but when it comes to money, our confidence can wane. Being upfront about costs from the outset is crucial to establishing good patient rapport.
Another study[iii] focusing on pharmacists offers further useful insights. In addition to highlighting the need for transparency around professional remuneration, it suggested that patients were keen to understand how professionals qualify for their jobs and how they are regulated. Accessibility, affability, acknowledgement and respect were also identified as important. Once again, these can and should all be implemented in the dental practice to encourage patient comfort and trust in their practitioner and their care.
It’s in the way you talk
Many of these factors will rely on effective communication with patients. This notion is supported by various studies, which have associated high-quality patient-centred communication with increased patient trust in the health-related information received.[iv] There is also evidence to suggest that effective communication and trust between patient and practitioner could influence the shared decision-making process, in turn impacting treatment acceptance and compliance.[v]
As is often discussed in the dental media, patient communication must be accomplished through a myriad of verbal and non-verbal cues. The exchange of information should be clear, correct, concise, complete and cohesive, empowering the patient to actively engage with their oral health.[vi] If you don’t already, think about providing written resources for patients to browse in their own time ahead of treatment. The use of visual aids can also help significantly, in particular, animations have been proven beneficial for enhancing patient understanding.[vii] Plus, don’t forget in-practice demonstrations to communicate treatment aftercare advice and long-term oral hygiene recommendations.
Good for everyone
When patients trust in their dentist and the care they deliver, both parties benefit. Patients experience a smoother, less anxious and more engaged dental journey, while clinicians can achieve better clinical outcomes and enjoy less work-related stress too.i There is also a higher chance of ensuring patient satisfaction, which can lead to increased referrals and growth of your personal reputation and business. Ultimately, all dental professionals want their patients to trust in them. We just have to remember that trust is earned.
For further information please call EndoCare on 020 7224 0999
Or visit www.endocare.co.uk
EndoCare, led by Dr Michael Sultan, is one of the UK’s most trusted Specialist Endodontist practices. Through the use of the latest technologies and techniques, the highly-trained team can offer exceptional standards of care – always putting the patient first. What’s more, EndoCare is a dependable referral centre, to which dentists from across the country send their patients for the best in specialist endodontic treatment.
[i] Yuan, S., John, D., Shambhunath, S. et al. A scoping review to explore patient trust in dentistry: the definition, assessment and dental professionals’ perception. Br Dent J (2023). https://doi.org/10.1038/s41415-023-5882-x
[ii] Hancock PA, Kessler TT, Kaplan AD, Stowers K, Brill JC, Billings DR, Schaefer KE, Szalma JL. How and why humans trust: A meta-analysis and elaborated model. Front Psychol. 2023 Mar 27;14:1081086. doi: 10.3389/fpsyg.2023.1081086. PMID: 37051611; PMCID: PMC10083508.
[iii] Gregory PAM, Austin Z. Understanding the psychology of trust between patients and their community pharmacists. Can Pharm J (Ott). 2021 Feb 16;154(2):120-128. doi: 10.1177/1715163521989760. PMID: 33868523; PMCID: PMC8020281.
[iv] Asan O, Yu Z, Crotty BH. How clinician-patient communication affects trust in health information sources: Temporal trends from a national cross-sectional survey. PLoS One. 2021 Feb 25;16(2):e0247583. doi: 10.1371/journal.pone.0247583. PMID: 33630952; PMCID: PMC7906335.
[v] Deniz S, Akbolat M, Çimen M, Ünal Ö. The Mediating Role of Shared Decision-Making in the Effect of the Patient–Physician Relationship on Compliance With Treatment. Journal of Patient Experience. 2021;8. doi:10.1177/23743735211018066
[vi] Ho JCY, Chai HH, Lo ECM, Huang MZ, Chu CH. Strategies for Effective Dentist-Patient Communication: A Literature Review. Patient Prefer Adherence. 2024 Jul 1;18:1385-1394. doi: 10.2147/PPA.S465221. PMID: 38974679; PMCID: PMC11225999.
[vii] Turkdogan S, Roy CF, Chartier G, et al. Effect of Perioperative Patient Education via Animated Videos in Patients Undergoing Head and Neck Surgery: A Randomized Clinical Trial. JAMA Otolaryngol Head Neck Surg. 2022;148(2):173–179. doi:10.1001/jamaoto.2021.3765
