Why Won’t You Do What I Ask?
Why Won’t You Do What I Ask?
Dentistry Isn’t Retail—It’s Healthcare

Why Won’t You Do What I Ask?
Dentistry Isn’t Retail—It’s Healthcare
In a world Seth Godin might describe as long-tail chaos—where you can have whatever you want, whenever you want, in whatever god-awful colours you like—dentistry hasn’t kept up. Why?
Because it’s still healthcare.
After spending three months on sabbatical (most called it Lockdown 1.0), I was repeatedly asked by patients whether we’d be locking down again for version 2.0. It reminded me: dentistry is not non-essential retail. It’s not entertainment. It’s not paraffin hand waxing with Botox on the side.
Yes, I hear you chanting, “But there was a time…” And yes, we’re still punting tooth whitening thanks to innumerable lionate influencers. But occasionally, we must remind ourselves—and our patients—that we are healthcare providers, dedicated to improving dental health within our flock.
The Illusion of Choice
Patients don’t always help. Since Harold Shipman and the rise of the CQC, we’ve shifted from telling patients what they need to offering options. We say things like, “They’re your teeth, and it’s your health—I can’t force you.” And rarely does the threat of imminent sepsis or death make them any less attached to their favourite putrid molar.
Informed consent is essential. But once patients feel educated, some start offering “novel” solutions with Trump-like confidence. That’s when you need to shut it down—before you start believing miracles could happen.
You’re the One Wearing the Boots
It’s easy to forget, but you’re the one with the boots in the relationship. Patients will ask you to ignore worsening hygiene and bone levels because they’re scaler-phobic. Until you tell them they need ten teeth removed and only a denture is possible, they’ll cling to their refusals. Suddenly, their fears vanish when they realise how much they could make suing you for their future fated all-on-four treatment.
One patient I inherited reminded me of this when I informed him his failing implants needed removal. He was dumbfounded that I wouldn’t supervise his neglect for another few years and threatened to travel abroad for his care. Result!
Evidence-Based Dentistry Is Your Shield
Believe in the force of evidence-based dentistry. Fight back with your best sensible solution—or say goodbye. Your defence organisation will back you: if a patient refuses to take your advice, you’re within your rights to refuse to treat them.
We’re not here to entertain. We’re here to care.
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