The dental practice front door is moving. Traditionally, the physical point of entry into the building was the first contact that patients had with the practice. Today, this is no longer true. In fact, individuals have often engaged with the business in several ways before stepping foot over the threshold.
This changes the game significantly for the dental team. It necessitates thought about how the practice is perceived far beyond its physical walls – with consideration for its online presence, referral pathways, marketing content and so much more. To cater for these demands and more, dental professionals need access to updated education and training, innovative technologies, and expert support from those who understand how to elevate the patient experience from the first point of contact.
The modern welcome desk
First impressions remain crucial – in various industries, they have been shown to contribute to customer satisfaction.[i] In a healthcare setting specifically, first impressions can impact patient interactions with the organisation and different team members.[ii] Communication received by patients throughout their dental treatment experience can also influence their decision to return in the future.[iii]
All of this emphasises the need for practices to adapt their approach in order to effectively greet patients at the new welcome desk – which is typically now online. As such, today, first impressions are made based on a visit to the practice website, a conversation with an online chatbot, engagement on social media, or the opening of a marketing email. Each digital platform must be optimised to present the business in the best possible way, encouraging patients to complete an enquiry or book an appointment.
From here, the traditional patient pathway must be picked up again. Upon entering the practice, patients expect to be treated with respect and transparency, in a comfortable environment that supports clinical excellence and safety. It is important for everything to come together for the highest quality patient experience.
Discussion and development
This is a lot for the dental team to take control of. To ensure each member is confident in the role that they play – in the patient’s digital and/or physical interactions with the practice – it’s vital they have access to high-quality training and education tailored to them. This should include opportunities for discussion with likeminded colleagues who can share stories, bounce ideas around, and explore fresh approaches to further elevate first impressions for patients.
In addition, attending training courses or joining professional communities enables individuals to build a network of peers to turn to for clinical support and guidance. This also allows them to discuss everyday situations, to better understand changing patient demands and profession-wide trends, and to cater for them accordingly.
Technological assistance
The introduction of innovative technology can further facilitate successful adaptation to the modern dental landscape. The digital workflow is often praised for enabling a faster, more predictable, and more efficient treatment journey, while streamlining the professional experience and optimising profitability.
The utilisation of artificial intelligence (AI) can also elevate marketing content and campaigns, ensuring that the practice is communicating with the right patients, in the right way, and at the right time. The principal and team members need to know what solutions are available, which are best suited to their needs, and how to implement them for the best results.
Reimagining the doorway
The physical doorway is no longer where patients form their first impressions of the dental practice. In today’s digital world, there are several opportunities to connect with the business before ever stepping foot on the premises and practice owners need to understand how to translate this into their marketing and online presence. By elevating each point of communication with a well-trained and confident team, as well as innovative technologies, every practice can align with the modern dental landscape.
All this can be found at BDIA Dental Showcase 2027. Held at the London Excel, the event that champions innovation and puts a spotlight on genuine business growth. It is the perfect opportunity to connect and collaborate, to advance knowledge and practical skill, and to discover the next ground-breaking product or concept you need to drive your practice towards a prosperous future.
For more information about BDIA Dental Showcase and future events, please visit www.dentalshowcase.com
5th-6th March 2027
Excel London
Author: David Hussey, Event Director
[i] McCullough H, Padgett D, Han S, Lee K, Martin DS, Bourdeau BL. 2024. “First impressions vs. The Peak-End Rule: Episodic evaluations in a service experience and the moderating effect of retrospective delay,” Journal of Business Research, Elsevier, vol. 185(C).
[ii] Rimondini M, Mazzi MA, Busch IM, Bensing J. You only have one chance for a first impression! Impact of Patients’ First Impression on the Global Quality Assessment of Doctors’ Communication Approach. Health Commun. 2019 Nov;34(12):1413-1422. doi: 10.1080/10410236.2018.1495159. Epub 2018 Jul 11. PMID: 29995443.
[iii] Haji Seyed Javadi SK. From Patient Experience to Dental Service Return Visits: A Narrative Review of Strategies for Improving Dental Care Services. J Patient Exp. 2025 Dec 9;12:23743735251406349. doi: 10.1177/23743735251406349. PMID: 41383219; PMCID: PMC12690051.
