Written by: Alan Stern, DDS
There is a growing erosion of trust in healthcare in general—and in dentistry in particular.
I see it in social media posts.
I hear it in conversations with new friends in my new hometown.
And I recognize it because, like many of you, I’ve lived it myself.
Recently, I avoided invasive—and potentially dangerous—upselling from two different medical specialists. That experience didn’t make me cynical. It made me more aware of what patients and the public are feeling every day.
Comments like: “My new dentist says I need a deep cleaning when I’ve gone every six months for years.”
I understand the concern. I also know the truth: no ethical clinician can answer that question without a comprehensive exam—and that certainly can’t be done in a restaurant or at a cocktail party.
But here’s the bigger issue: When trust deteriorates, people begin making complex, even life-and-death decisions without the tools, context, or expertise to do so safely.
If our profession is to reclaim—and retain—its identity as something more than “hard-selling contractors,” we must intentionally restore one critical element:
Trust
What Trust Actually Is (and Is Not)
In The Thin Book of Trust, Charles Feltman breaks trust into five practical components:
- Care – Placing the other person’s best interest first
- Sincerity – Saying what you mean and meaning what you say
- Reliability – Doing what you said you would do, predictably and on time
- Competence – Having the skill and judgment to do your job well
- (Often overlooked) Self-trust – Knowing when to pause, refer, or ask for help
I’ve slipped in some of these areas in my career.
If you’re honest, you probably have too.
That’s not a moral failure.
That’s being human.
What matters is what we do next.
Trust Is Rebuilt in Small, Unsexy Moments
Trust isn’t restored through slogans or branding.
It’s rebuilt in daily behaviors.
- Are we listening carefully and generously to the people in our care?
- Do we seek to understand their needs, fears, limitations, and values?
- Do our recommendations align with who we truly are—not just what’s profitable or expedient?
Reliability matters more than brilliance.
If something runs late, do we explain it clearly?
If a case exceeds our comfort zone, do we refer it out without ego?
If CE is required, do we do the minimum—or pursue mastery?
Competence is not static.
It’s a commitment.
Trust Inside the Practice Matters Just as Much
Trust doesn’t stop with patients.
As employers, managers, and team leaders, we must ask ourselves:
- Do our teams believe we will do what we say we’ll do?
- Do we listen when concerns are raised—or dismiss them?
- Do we create environments where people feel safe to disagree?
I’ve seen dentists arrive ready to place implants—only to discover supplies were never ordered.
I’ve seen team members promised support that never materialized.
Those moments erode trust faster than any external criticism.
And once trust is lost internally, it always shows up externally.
The Quiet Power of Psychological Safety
The ultimate test of trust is simple:
Do the people around you feel safe telling you the truth?
Patients.
Team members.
Associates.
Leaders.
If the answer is no, trust has already cracked—whether you see it yet or not.
Why This Matters Now
Not everyone will do this work.
But those who do will experience:
- More fulfilling careers
- Stronger teams
- Greater patient loyalty
- Less burnout
- And yes—greater prosperity
Trust is not soft.
It is not naïve.
It is not outdated.
It is a strategic, human, professional advantage.
As we enter a new year, perhaps the most powerful resolution we can make is this:
Ground ourselves in trust—
with those we serve,
those we work with,
and ourselves.
And then…
Enjoy the ride.
ABOUT THE AUTHOR
Alan Stern, DDS, retired from clinical dentistry in 2023 and now operates Better, Richer, Stronger, LLC. He is a dental practice coach, keynote speaker, and author.
His book, Enjoy the Ride, is available on Amazon.
Join his Facebook group, strangely called Better, Richer, Stronger.
He can be reached at [email protected].
FEATURED IMAGE CREDIT: Sinseeho/Shutterstock.com.
