What’s Missing in Case Acceptance? Hint: It’s Not More Information
Relational vs. Transactional Communication: Are You Checking Boxes or Building Trust?
When you think about your patient interactions, ask yourself:
Are you checking boxes—or building trust?
Every day in dentistry, we work hard to balance 'efficiency', compliance, and meeting revenue goals with the desire to make people feel genuinely cared for. The difference often comes down to how we communicate.
Let’s break it down 👇
💬 What’s the Difference?
| Transactional Communication | Relational Communication |
|---|---|
| Efficient and to-the-point | Connects on a human level |
| Focused on parts, processes, and procedures | Focused on the patient’s desired end-results |
| Often script-based or reactive | Curious, empathetic, and intentional |
| Ends when the task is done | Continues beyond the appointment |
| What we do | How we are |
| Robotic | Human |
| “Professional” | Personable |
| Telling, explaining, educating | Asking, listening, relating |
| Focused on checklists | Focused on connection |
🔄 Think of it like this:
Transactional = I talk to try and make you understand.
Relational = I listen and connect so you feel heard and valued.
Why Relational Communication Matters
In an age of automation, online reviews, and instant everything—human connection is your most powerful differentiator!
Relational communication:
✅ Builds trust and loyalty
✅ Makes patients feel seen—not sold to
✅ Reduces fear and skepticism
✅ Increases case acceptance
✅ Makes every interaction feel like care, not a transaction
Patients can get dentistry anywhere. What they can’t get everywhere is you—a team that listens, understands, and honors what matters most to them.
Common Examples – Reframed
| Transactional Phrase | Relational Reframe |
|---|---|
| “You’re due for x-rays.” | “Based on what you want to accomplish today, x-rays make sense. Are you okay with that?” |
| “You need a crown.” | “You mentioned that longevity is important to you. A crown will be the longest lasting option. How can we make it easy for you to proceed?” |
| “That’s not covered by your insurance.” | “Let’s look at all your options—insurance is just one piece of the puzzle.” |
| “We only do surgery in the morning.” | “It sounds like you have a lot going on. By scheduling at 8 am, you’ll have Dr. ___’s undivided attention without interruptions.” |
| “Let me see where I can squeeze you in.” | “We have time reserved especially for patients with emergencies—how about today or tomorrow at 2 pm?” |
| “The cost is $3,600.” | “You’ve made a great decision! The investment to accomplish what you’ve shared with us will be $3,600.” |
| “We’re running behind.” | “We appreciate your patience more than you know. I’ll keep you posted so you’re never left wondering.” |
| “Where’s the tooth that’s bothering you?” | “Oh no—I hate that you’re in pain. Tell me about what’s going on… You’re in the right place and we’ll take great care of you.” |
| “Dental insurance stinks.” | “The great news is that you have $1,000 to go toward any treatment you choose this year. Let’s figure out how to make the rest work for you.” |
| “We aren’t in network with Delta Dental.” | “I’m so glad you called! We work with a lot of dental plans. Who am I speaking with? It sounds like you’re looking for a dentist…” |
| “We don’t quote fees over the phone.” | “That’s a great question—who am I speaking with? Tell me more about what’s going on so I can point you in the right direction.” |
Talking in a human way and leaving the robotic jargon behind can work wonders.
It’s not about memorizing perfect phrasing—it’s about shifting your mindset from explaining to connecting.
🧭 Quick Self-Check: Where Are We More Transactional?
Reflect with your team:
-
What systems or touch points in our practice feel more transactional than relational?
-
Scheduling?
-
Financial discussions?
-
Hand-offs?
-
Phone calls?
-
Case Acceptance Process?
-
💡 What Action Can We Take to Become More Relational?
-
Ask more questions than you answer.
Curiosity communicates care. -
Acknowledge emotions before addressing logistics.
“That sounds frustrating” opens the door for trust. -
Use patient language, not dental language.
Patients don’t care about “full coverage restorations.” They care about “keeping their tooth for the long haul.” -
Slow down before you explain.
Pausing to connect first actually saves time later. -
Celebrate shared wins.
“Congratulations! You made a great decision—your teeth look great!” reinforces partnership, not transaction.
✅ Your Challenge
👉 Choose one phrase that you personally use often.
📝 Rewrite it in a more relational way.
🎯 Try it in a patient interaction today.
💡 Keep it short. Keep it human.
Final thought:
Transactional communication gets the job done and may even 'meet' patient expectations. But honestly, that's not saying much when it comes to the dentist!
Relational communication gets people to come back, tell their friends, and say things like, “I actually like going to the dentist.”
And that’s the ultimate goal—connection that creates commitment!