How to Build Patient Trust Without Falling Into the Trap
If you're preparing to open your own dental practice, let me start with this: congratulations. You're stepping into one of the most rewarding—and complex—chapters of your career.
I've been fortunate to support over 900 dental startups across the country, and if there's one thing I can tell you with complete certainty, it's this:
Your startup’s success won’t be defined by the fanciest equipment or even your marketing budget.
It will hinge on trust.
Not the kind you ask for. The kind you earn.
In the startup world, “paste” refers to the recycled, copy-paste advice that gets tossed around in Facebook groups, CE courses, and dental forums. Generic scripts. One-size-fits-all marketing language. “Magic phrases” that sound great in theory but fall flat in real patient conversations.
These tactics often come from a good place—but they’re disconnected from your values, your vision, and your patients. And when you’re building a startup from scratch, that disconnect can cost you.
Here’s the hard truth: saying “trust me” doesn’t build trust. It can come across as dismissive—especially to patients who are anxious, uncertain, or carrying baggage from past dental experiences.
If you want real trust—the kind that leads to higher case acceptance and a practice full of loyal patients—you need to show it, not say it.
Start with these two phrases:
1. “I understand.”
This simple phrase acknowledges emotion. It shows you’re listening, not just reacting. Whether your patient is sharing a concern about cost, fear of treatment, or just general anxiety, “I understand” creates space for honesty and connection.
2. “I don’t know.”
It may feel risky to admit this as a clinician. But here’s the thing: patients respect transparency. If you’re not sure, say so—and follow up. Patients can sense when something’s being smoothed over, and they’ll respect you more for owning it.
So how do you turn trust-building into a consistent part of your practice culture—not just your chairside manner?
Here’s how:
Listen more than you talk. Don’t rush into explanation mode. Start with curiosity. Ask good questions.
Avoid overpromising. If you’re unsure of outcomes or timing, say so. Confidence comes from honesty, not guarantees.
Start with empathy. “I understand” is the fastest path to patient-centered care.
Ditch the scripts. If you’ve heard it in five other offices, it’s probably paste. Build language that reflects your values and voice.
Train your team. Your front desk and clinical staff are the face of your brand. Make sure they’re trained to communicate with empathy and clarity, too.
Want to explore this further? We dive into this exact concept in our guide on ethical communication, and how it can shape your startup from day one.
When you lead with honesty, you’re not just improving case acceptance—you’re shaping the DNA of your entire practice. That trust becomes part of your brand. It impacts hiring. It drives referrals. It strengthens your reputation long before your marketing kicks in.
In a world that’s full of sales tactics and social media noise, trust is your differentiator.
It’s not flashy. But it’s powerful. And sustainable.
The dental industry is evolving fast. New tech. New trends. New patient expectations. The most successful practice owners aren’t the ones chasing every new tactic—they’re the ones rooted in strategy and values.
If you want to lead with clarity (not confusion), here’s where to go next:
Subscribe to the Ideal Practices Podcast: Real strategies from real startup dentists—no fluff, just what works.
Join our Facebook community where we share success stories and tips with like-minded dentists building startups the right way.
Explore the Startup Practice Blueprint: Our flagship training for dentists ready to open with purpose, clarity, and a roadmap to long-term success.
Whether you’re sketching out your first ideas or getting close to opening day, know this: the way you communicate matters. Your patients will feel it. Your team will reflect it. And your future will be shaped by it.
So skip the paste. Lead with trust. And build something that lasts.
— Stephen Trutter
President, Ideal Practices