Dentaltown October 2023 - 10

HOWARD SPEAKS
DR. HOWARD
'Soft Skills' Can Be Hard!
A
lot of us were drawn to dentistry because
it off ers us the chance to practice such a
unique blend of medical science and art-
identifying the physiological cause of a
patient's distress and creating the most aesthetically
pleasing solution available.
To make sure we're at the top of our game, we
spend hours each year developing our clinical
skills through practice and continuing education.
But are you forgetting to also focus on how
well you communicate with patients?
Don't neglect the doctor-patient connection
I can't believe how many dentists I meet who
claim they're " just not a people person. " Th is is
a mystifying declaration to make, and defi nitely
not something to be proud of: If you expect to
succeed in this fi eld, your communication and
interpersonal skills must be on point. I don't care
if you're the biggest introvert on Earth-when
you step into the offi ce, you've got to make positive
connections with your patients. Th e mouths
you're working on are attached to people, and
you wouldn't be working on them unless those
people make appointments, show up in your
practice and trust you enough to accept recommended
treatment.
Th e phrase soft skills seems almost pejorative-like
they're " less than " hard skills-but
being fl uent in communication, empathy and
emotional intelligence is essential for success in
an industry that relies on patient relationships.
If you come off as cold or unfriendly, patients are
less likely to accept your treatment recommendations,
especially if the treatments come with
a higher price tag. Th ey also won't be inclined to
refer friends to your offi ce-heck, they might not
even return themselves!
Last year, the Journal of Oral Rehabilitation
published a study about a survey that asked
patients how their dentists could improve
their practice. In the top two responses, more
OCTOBER 2023 | 10 | DENTALTOWN.COM
FARRAN, DDS, MBA
Founder and CEO
than 80% of patients agreed that it would be
helpful if:
1.
" Th e dentist would tell me the condition of
all my teeth, not just the ones that require
treatment. " (86.3%)
2. " Th e dentist had a conversation with me at
the start of the appointment about what will
happen. " (81.5%)
To you, these talks might sound unnecessary,
but to patients they're among the most important
things you could do!
Don't drive away your team, either!
It's not just patients who need and deserve great
communication with you-think about your
team, too.
Just this morning, a hygienist told me about a
friend who applied for a position at a dental practice
in the town she'd just moved to. Th e practice
was already down one dental assistant and on the
day the hygienist did her working interview, the
other assistant gave her notice too. Later in the
day, that assistant took the hygienist aside and
confi ded that everyone was quitting because the
dentist was an awful person to work for.
Today, that small-town dentist is down two
dental assistants and a hygienist because of subpar
managerial and communication skills. Even
great practices are having trouble fi nding and
retaining great team members, so don't further
tank your chances by letting word of mouth get
out among a tight candidate pool that you're
a jerk.
Your soft skills have a huge impact on everyone
who helps ensure your practice is successful.
Don't consider them less than essential! DT
I would love to hear your
thoughts about this column!
Post your questions and comments under
the online version of this column, which
is at dentaltown.com/magazine.
http://www.dentaltown.com/magazine http://www.DENTALTOWN.COM
Dentaltown October 2023

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