How to Use Ethical Communication to Grow Your Dental Practice

How to Use Ethical Communication (Not Paste Tactics) to Grow Your Dental Practice

You’ve probably seen it before—maybe even used it yourself. “Paste” tactics are those one-size-fits-all communication scripts passed around in courses and forums. They promise quick results, but they aren’t built around your patients, your goals, or your values. They’re generic. They don’t connect. And they usually fall flat.

If you're preparing to open your own dental practice, here’s what I’ve learned from over 900 launches: clinical skills will get you started, but how you communicate will shape your culture, your case acceptance, and your reputation in the community.

So let’s talk about Ethical Communication—a proven strategy that builds trust, leads to more “yeses,” and actually reflects the kind of care you want to deliver.

What Is Ethical Communication (And Why It Matters So Much for Startups)

Dr. Chris Bowman, a respected speaker and dentist, teaches a system that’s simple but powerful: lead with integrity, communicate with clarity, and trust will follow.

This is especially important in a startup. Your first 100 patients? They’re your foundation. Your earliest reviews? They’ll follow you for years. And the way your team talks to patients from day one? That sets the tone for everything else.

Start Here: The 2-Step Script for Your Front Desk

Great communication doesn’t start in the operatory—it starts at the front desk. Dr. Bowman’s two-step approach is one of the easiest wins you can implement today:

Step 1: Ask open-ended questions.
Instead of diving straight into scheduling, ask why they called. What are their concerns? What are they hoping to fix or improve? That small shift makes patients feel heard—and that trust carries through the rest of their experience.

Step 2: Explain treatment in clear, respectful language.
Avoid jargon. Be honest. Focus on helping the patient understand what’s happening and why. People say “yes” when they feel confident, not pressured.

Want to see how this looks in practice? Explore our full guide on improving patient trust through communication.

Ethical Communication Starts Long Before the Exam

Here’s the part most dentists miss: your communication starts before the patient walks in.

That means:

• Your website messaging

• Your team’s tone on the phone

• Even your social media presence

If your online presence reflects trust, transparency, and professionalism, you’ll attract patients who already believe in what you stand for.

Lead to “Yes”—Don’t Yank Patients There

Pushy closes and scare tactics don’t belong in modern dentistry. Ethical communication is about leading patients toward treatment, not dragging them there.

That means:

• No upselling

• No exaggeration

• No “limited-time offers” tied to care

Instead, explain, educate, and give patients room to make informed choices. The more agency you give them, the more they’ll trust your recommendations.

Show, Don’t Tell: Use Intraoral Photography

Dr. Bowman is a strong advocate for using intraoral photography during case presentations—and for good reason.

When patients can see what you’re seeing, their understanding—and willingness to proceed—increases significantly. Combine those visuals with your two-step script, and you’ll have one of the most effective case presentation systems available.

Want to go deeper on case presentation strategies? Read our guide to increasing case acceptance for new dental practices.

Paste Tactics Won’t Build a Legacy—But This Will

Let’s be honest—scripts, templates, and recycled advice might help in the short term. But if they don’t reflect your mission, your patient base, or your unique values, they’ll never create lasting results.

Ethical Communication, on the other hand, helps you:

• Earn patient trust from day one

• Build a team culture rooted in respect and service

• Create alignment between your clinical philosophy and business success

Ready to Learn More?

If you’re in the planning phase of your practice—or already deep into the buildout—now’s the time to get this right.

Check out the Startup Practice Blueprint, our proven program designed to help you launch your practice with strategy, confidence, and integrity.

From patient communication to practice design to financial forecasting, the Blueprint will help you avoid costly missteps and create a practice that lasts.

Because when you lead with trust, you don’t need paste.
You just need a plan—and a purpose.

— Stephen Trutter
President, Ideal Practices