The dental patient experience is influenced by many aspects. Some are physical, others are emotional, but all contribute to making the journey a positive or negative one overall. For the dental team, most of the factors at play can be managed. As such, it is essential to be aware of what these are and to proactively lay the foundations for success. This is particularly important in endodontics, where the team is often starting on the back foot.
Getting a bad rap
Unfortunately, many patients experience anxiety prior to endodontic treatment. Studies suggest that young females are most affected,[i] although anyone can show concern for any type of dentistry. Though there is evidence that this is changing in some parts of the world,[ii] there remain several reasons for patients to avoid root canal treatment (RCT). Misconceptions about the efficacy of the procedure are rife, as are concerns about the length of treatment time and the amount of pain and discomfort likely to be experienced.[iii]
All of this is in addition to the even more common factors that cause generalised dental fear, anxiety or phobia. Affecting up to 50% of the UK adult population, dental fear has a complex and multifactorial aetiology. Among potential causes are traumatic previous experiences, especially during childhood; learned behaviours from parents or caregivers; personality traits conducive to general anxiety; and reduced cognitive ability or understanding.[iv] The feeling of losing control, particularly in the absence of good rapport with their practitioner, can also cause fear in patients.[v]
To combat this potential for negativity and ensure the best possible experience for the patient, it is important to change their perceptions about endodontics and dentistry in general. This takes time, patient education and good communication.
Building positivity
The latter is one of the most important factors when building rapport with patients and earning their trust. A patient-centred approach is crucial, as is using simple and succinct language, positive body language and maintaining appropriate eye contact. The addition of visual aids can also be highly beneficial in improving a patient’s understanding of their oral health status or recommended treatment. All of this helps to establish a strong relationship between dentists and their patients, reducing the likelihood of fear or anxiety for the latter.[vi]
There is also work to do on a broader stage. Endodontics may get a bad rap among the general population, but perceptions can be changed with effective marketing. The discipline has evolved substantially in recent years, with the latest treatment techniques and technologies having been developed to reduce post-operative pain for an improved patient experience.[vii] Communicating this through website content, social media, direct marketing and other means is a great way of encouraging people to think differently about the treatment modality and give them more confidence to proceed should they require RCT in the future.
A digital world
To further build on this mission to educate the population and change perceptions of endodontics, it can help immensely to share real-life patient experiences. Encouraging word-of-mouth referrals from existing and previous patients is a strong marketing tool. So too is asking for online reviews.
There is evidence that a significant proportion of people search for healthcare providers online, with one source stating that up to 77% of adults worldwide look online for a doctor.[viii] There are also suggestions of a generational influence, with Gen Z among those least likely to choose a healthcare provider with few or no online reviews, or a poor star rating.
Social media has also played a major role in changing how people search for services or products, including those relating to dental care. The literature shows that higher use of social platforms increased the likelihood of a person changing dental practice, with this type of research directly influencing final decisions for many.[ix]
Consequently, collecting patient testimonials and building a positive online presence are both crucial for elevating public understanding of endodontics – while also supporting practice growth and future sustainability, of course.
Optimising quality of care
The final, and one of the most essential parts of this puzzle, is to consistently deliver high-quality endodontic care to all your patients. You can’t expect to change perceptions and receive positive reviews if your patients do not experience smooth and pain-free treatment.
The clinical training of the team is integral to their ability to provide this. Regular knowledge and skill updates are a must. But clinicians also need access to reliable products and materials that will facilitate predictable treatment outcomes and smooth patient journeys. COLTENE offers a range of industry-leading endodontic solutions from endomotors to shaping files and more, with each product optimised for precise handling and exceptional results.
Trust and quality
Excellent patient care is dependent on the quality of their entire treatment experience. By promoting the benefits of modern techniques and products, highlighting the improvement in quality of life and ensuring as pain-free a journey as possible, the dental team can change the way that endodontic dentistry is perceived.
For more information, visit https://products.coltene.com/EN/GB/products/endodontics
email info.uk@coltene.com or call 0800 254 5115.
Author: Nicolas Coomber COLTENE National Account & Marketing Manager
[i] Alroomy R, Kim D, Hochberg R, Chubak J, Rosenberg P, Malek M. Factors Influencing Pain and Anxiety Before Endodontic Treatment: A Cross-Sectional Study Amongst American Individuals. Eur Endod J. 2020 Dec;5(3):199-204. doi: 10.14744/eej.2020.17363. PMID: 33353908; PMCID: PMC7881385.
[ii] Alghofaily, Maha & Alsalleeh, Fahd. (2022). Levels of Anxiety and Fear Related to Non-Surgical Root Canal Treatment Performed by Endodontic Residents and Endodontists. Frontiers in Dental Medicine. 3. 851834. 10.3389/fdmed.2022.851834.
[iii] Singh AK. Reasons for Patients Opting Out from Root Canal Treatment and Preferring Extraction in a Prospective Study. International Journal of Medical and Oral Research 7(2):p 36-38, Jul–Dec 2022. | DOI: 10.4103/ijmo.ijmo_19_22
[iv] Beaton L, Freeman R, Humphris G. Why are people afraid of the dentist? Observations and explanations. Med Princ Pract. 2014;23(4):295-301. doi: 10.1159/000357223. Epub 2013 Dec 20. PMID: 24356305; PMCID: PMC5586885.
[v] Levi M, Bossù M, Luzzi V, et al. Breathing out dental fear: A feasibility crossover study on the effectiveness of diaphragmatic breathing in children sitting on the dentist’s chair. Int J Paediatr Dent. 2022; 32: 801–811. doi:10.1111/ipd.12958
[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] Alhilou AM. Factors Reducing Postoperative Pain Related to Root Canal Treatment: A Narrative Review of Systematic Reviews. Dent J (Basel). 2025 Feb 26;13(3):102. doi: 10.3390/dj13030102. PMID: 40136730; PMCID: PMC11941235.
[viii] Philips L. How consumers shop online for doctors. March 2023. https://www.emarketer.com/content/how-consumers-shop-online-doctors [Accessed September 20250
[ix] Freire Y, Sánchez MG, Suárez A, Joves G, Nowak M, Díaz-Flores García V. Influence of the use of social media on patients changing dental practice: a web-based questionnaire study. BMC Oral Health. 2023 Jun 6;23(1):365. doi: 10.1186/s12903-023-03078-9. PMID: 37277765; PMCID: PMC10243041.
