Are you using the ‘C’ word enough? a guest post by Sheila Scott

Three decades of research told me what patients really wanted from dental practices, and as a result my work helped practices focus their care on their patients’ exact needs – helping to improve patient appreciation and practice success. 

When Chris asked me to deliver the Q1 2025 workshops I agreed only on the condition I could persuade a dozen or so practices to repeat my research exercises – and so I found out what had stayed the same and what had changed.

Then, of course, I had to update the book. The 2025 edition of the 2014 best seller (It was a roaring success, I claim that word!) now confirms what patients want, and how to communicate how you meet their needs.

If you have a new dentist, therapist or team member in the practice - this guide is a must. Or if you need to refocus the practice on satisfying every patient - this guide is a must.

Patients’ priorities

From the 2024 research, I found that patients are still judging their dental practices on trustworthiness of the clinicians and their efforts to achieve and preserve dental health – this is the case even when patients respond to marketing promotions and cosmetic practices for aesthetic advice.  

And ‘health’ is a bigger driver than ever – much more important than 10 years ago.   This suggests that for maximum success all dentistry should be underpinned by a health focus.

Also – more patients than ever before are now telling us that oral or mouth cancer screening is very important to them – and worryingly, in the 2024 surveys there was a huge gap between what patients thought of the delivery of oral or mouth cancer screening and their need for reassurance. 

Everybody checks for oral cancer – but as a group of professionals you’re a bit lax in proving it to patients, and reassuring them, and reminding them of the value of their appointments!

So here’s my challenge.  Will you all (those of you competent and confident to do so)  please, please, please, from now on, commit to using that ‘C’ word in every single Dental Health Check – and at any other appointments where you complete an oral/mouth cancer screen.

Communicated well, you don’t scare the patients, you reassure them that you have been thorough and caring.

Here’s the verbal skill:

"That’s your tongue, lips, cheeks, skin, inside and outside the mouth…all looking healthy.  And by the way that was your mouth cancer check."

Incidentally, this approach is much better for making patients feel good than

"…Aaaand, now for your mouth cancer check!"  (‘Eek!’) .......or just thinking

"They must  know/notice."(They don’t).

For more skills, structures, and strategies to build stronger patient bonds and keep your practice health-focused, see the new edition of Putting health at the heart of your practice 2 (2025),

Three ways to buy the book:

1. available on Amazon (£20) - HERE

2. visit - https://www.sheilascottdental.co.uk/

3. or contact me directly  at sheilascotthaha@gmail.com (discounts for multiple copies).