As a dentist, you put a lot of thought into your case presentations; organizing your data, assessing the patient's motivations and mindsets and being strategic with how you create value. If you're doing it right, you spend a lot of time figuring out what should go into that conversation. But are you giving enough consideration to where you are having that conversation?

I have always been a big advocate of discussing treatment options in a private area for the simple reason that patients respond better in that kind of setting. When you are in a place where you feel vulnerable or uncomfortable in any way, like when you are reclined in a dental chair possibly within earshot of strangers, the easiest thing to do is to say no – or yes, but cancel later just to put an end to the conversation.

Few things are more sensitive to discuss than money or health, particularly if either one is in trouble. Creating an intimate, safe environment where patients can feel comfortable discussing finances, health issues, fears and dreams will greatly increase your ability to earn your patients' trust.

This is why a dedicated consultation room is ideal. It doesn't have to be elaborately designed, but it needs to be easily accessible, private, organized and it needs to be an environment that instills trust and confidence. Include multi-media and educational software, models, flipcharts and other resources. Above all, remember that this environment is all about creating a relaxed atmosphere where patient relationships are nurtured and decisions can be made in an intimately collaborative way.

Before you say you don't have the space, remember there are creative solutions. As I wrote about before, you can even convert your private office into a part-time consultation area and still use it as an office.

Work with what you have. I have seen beautiful consultation rooms that were custom-designed as an integral part of a new facility. I also know of one very successful clinician who has a small, simple consultation area just off to the side of the operatory. It's no bigger than a closet, but it's casually appointed with a rug, a couple of comfy chairs and a side table. After he has done his examination he invites the patient to get out of the dental chair and join him in this alcove where they sit comfortably face-to-face to talk about his findings and asks about the patient's goals in a relaxed atmosphere. It is not surprising that this dentist has a case acceptance rate that is among the best in the profession.

Environment plays a big role in influencing how people make decisions. Give them the right context and provide the right space where they feel safe to talk openly and they are more likely to arrive at the right decisions.


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