Behavioral Dentistry: What Dental School Never Taught You (But Should)

What if you can do the kind of dentistry that you want to do? You can see the kind of patients that you want to see, and you do the type of treatment that you want to do in an office that you love, with a team that you enjoy working with? To Dr. Paul Henny, all of this is intentional and purposeful, and his approach will help you get more joy out of dentistry.

In our latest episode of Bite-Sized Dental Marketing, we spoke with Dr. Paul Henny, a seasoned dentist with over 40 years of experience. Dr. Henny shares how to build patient trust, increase dental treatment acceptance, and create a practice that’s not just profitable but also personally fulfilling for both you and your patients. You can watch the full episode here:

A Dentist’s Journey: From Struggling to Finding Fulfillment

Dr. Henny’s story begins in a place many dentists can relate to. As the son of a dentist, he had dentistry in his blood. However, his initial years in practice were challenging. Despite his expertise and training, Dr. Henny found getting patients to accept treatment recommendations difficult. He was stuck in a cycle of frustration, working in a system that seemed to focus more on procedures and less on relationships. The tipping point came when Dr. Henny nearly left dentistry for a different career.

But then, a pivotal moment changed everything. He encountered a dentist who practiced a different kind of dentistry, focused on building relationships and collaborating with patients to achieve their desired outcomes. This dentist’s practice was filled with patients who truly wanted to be there, all fee-for-service and experiencing dentistry in a way Dr. Henny had never seen before. This exposure to a new practice model opened his eyes to the possibility of practicing dentistry in a more fulfilling way.

Shifting Away from the Insurance-Centered Model

Many dental practices today operate within the confines of insurance-driven care. This model often leads to rushed appointments, treatment limitations based on what insurance will cover, and a focus on volume rather than individualized care. As a result, many patients feel like they’re just another number, and the relationship between dentist and patient becomes transactional rather than collaborative.

While working with insurance companies is a reality for many practices, it’s important to recognize the limitations of this model. For dentists who want to create a truly fulfilling practice, focusing on a health-centered, fee-for-service model can be a game-changer. By offering a more personalized, comprehensive approach to care, you can attract patients who are looking for more than just basic treatment – they’re seeking a long-term partnership in their health journey.

The Key to Relationship-Driven Dentistry: Behavioral Dentistry

At its heart, relationship-driven dentistry is about more than just fixing teeth. It’s about understanding each patient as a person, not just a set of dental problems. It means focusing on the emotional and psychological factors that influence dental decisions, creating an environment where patients feel heard, understood, and empowered to make informed choices about their oral health.

In a world where many dental practices focus on volume and efficiency, building a practice that centers around relationships requires a shift in mindset. Dr. Henny explains that once you shift your mindset from transactional care to relationship-based care, you’ll find that patients are more likely to accept the treatment they truly need, rather than the treatment they feel they “should” do.

Understanding the Role of Behavioral Dentistry

Behavioral dentistry is a practice that aligns with this relationship-driven approach. It focuses on understanding the behavioral and psychological aspects of patient care. Essentially, it’s about recognizing that patient decisions aren’t always based on clinical facts alone. Emotions, fears, past experiences, and personal values are critical in shaping a patient’s approach to dental care.

By incorporating behavioral dentistry principles, dentists can better navigate patient interactions, tailor communication to individual needs, and create treatment plans that resonate more deeply with patients. It’s about listening first and guiding patients toward the best decisions for their health and well-being, rather than simply telling them what needs to be done.

Three-Phase Adult Education: A Guide to Connecting with Patients

One of Dr. Henny’s key strategies is the Three-Phase Adult Education Process, as written by Bob Barkley, which he uses to guide patients through their treatment journey. Here’s how it works:

1. Co-Discovery: This phase involves learning together with your patient. Instead of simply telling them what’s wrong clinically, you share your findings and encourage them to ask questions. This collaborative approach helps patients understand their current dental health and what changes might be necessary for long-term success. This is where you try to understand “the why.”

2. Guidance: Once you’ve shared the findings, it’s time to take a leadership role. Dr. Henny stresses the importance of offering guidance based on your clinical expertise. Share what you’ve seen happen with other patients in similar situations and discuss potential outcomes. This helps patients visualize their journey and understand the importance of following through with your recommendations.

3. Empowerment: In this final phase, you empower the patient to make informed decisions. It’s about providing them with the tools and knowledge they need to take ownership of their treatment. Whether it’s through patient education, success stories, or providing resources like before-and-after photos, you want to help them feel confident in their choice.

This method improves patient satisfaction and enhances case acceptance, as patients feel more invested in their treatment. Patients will feel it is their decision, rather than being told what to do.

Creating a Practice that Reflects Your Values

Beyond the treatment acceptance process, Dr. Henny further shares that to truly succeed with a health-centered, relationship-driven approach, your practice environment must reflect your core values and appeal to the type of patient you want to see. This means designing an office that feels welcoming, calm, and safe. It also means fostering a team culture that is focused on empathy, collaboration, and patient-centered care. Your team must believe in the mission you set out to accomplish, or you will fail.

Dr. Henny encourages dentists to intentionally design their office and hire staff members to match their practice philosophy. Everything is meant to create a calming and welcoming environment, from the artwork on the walls to how your team greets a patient at the door. This attention to detail not only enhances the patient experience but also aligns with the values of relationship-driven care.

Rethinking Your Dental Marketing Strategy

Lastly, Dr. Henny shares that to attract patients who resonate with a relationship-driven, health-centered approach, your marketing strategy also needs to reflect this. Focus on creating a brand that emphasizes patient care, long-term relationships, and the value of individualized treatments. Use testimonials, case studies, and patient success stories to showcase the transformative power of comprehensive, personalized dental care. This will help patients see beyond simply going where their insurance is accepted.

Additionally, ensure that your website, social media, and patient communications all align with this philosophy. Provide clear, informative content that helps potential patients understand the importance of preventive care, the value of investing in their oral health, and how your practice differs from corporate, volume-based offices.

The Bottom Line: Build a Dental Practice that You Love

At the end of the day, Dr. Henny’s approach isn’t just about improving patient care—it’s about improving the dentist’s experience as well. By focusing on relationships, slowing down to truly understand each patient’s needs, and creating a practice that aligns with your values, you can build a practice that is both fulfilling and profitable, not just a place to work!