Perhaps the biggest challenge we have in the dental profession is creating value in our patients’ minds for the services we provide. In the most simplistic sense, patients accept treatment recommendations and keep their appointments because they value the care we provide. In the not-so-distant past, many patients seemed to disconnect their dental health from their overall body health. That situation is changing dramatically.

Today, good health is a valued commodity, and the great news is that there is a growing body of evidence that links good dental health to good overall body health. While this link is hardly new, what is new is that the general public is beginning to understand how oral health has a dramatic impact on general health. As a result, we have a wonderful window of opportunity to help our patients place greater value on the care we provide.

Let me present some proof of how the public is being educated about the link between daily. Some of this information is from the scientific community, and some comes from the media. Recently, I saw a segment on the ABC television show “Good Morning America” discussing the link between periodontal disease and pancreatic cancer. In this segment, Diane Sawyer and Dr. Timothy Johnson discussed some recent research that demonstrated a possible connection between perio disease and pancreatic cancer. At the end of the segment, Dr. Johnson looked directly into the camera as if he was talking to a particular person in the audience and said: “So, what does this mean to you as a viewer? Well, what it means is that, if you are not going to the dentist, you need to be under the care of a dentist because today going to the dentist is not just about your teeth — it’s about oral health and general health. New information on the oral-systemic link emerges almost your total body health.”

I wanted to stand up and cheer!! What a great message for the public, and it was right there on the screen stated by a respected authority.

Here’s more proof of how this message is spreading to the public. Colgate-Palmolive is currently running an advertising campaign with Christie Brinkley as spokesperson, focusing on educating the public about the link between perio disease and systemic health. In the ads, she talks about how perio disease has been linked to heart disease, diabetes, pancreatic cancer, pre-term low birth weight and other systemic concerns. On the Colgate website, Brooke Shields is also featured in a segment discussing the link between dental health and overall body health.

As another example, the magazine Scientific American recently published an entire special issue entitled “Oral and Whole Body Health” with an absolute wealth of information designed for health care professionals and patients alike.

In the spirit of Dr. Timothy Johnson from “Good Morning America,” I’ll ask the question, “So, what does all this mean to you?” In my opinion, it can be nothing but good news when we have Diane Sawyer, Christie Brinkley, Dr. Timothy Johnson, Brooke Shields, at least one major magazine and countless other media channels educating the public that, indeed, good oral health may be connected to overall health! All of this exposure presents a wonderful opportunity to build value for our role in helping patients become as healthy as possible.

However, I would not suggest sitting passively by and hoping your patients become educated about the link between oral health and systemic health. Rather, I’d recommend a proactive approach where you take the lead in helping your patients make this connection. Following are three specific recommendations that will help your office take this proactive approach.

THE FIRST RECOMMENDATION is a very simple one to initiate — namely, take a blood pressure reading at the beginning of all exams in your practice. In addition to the value of the information that you and your patient receive by taking a blood pressure measurement, this simple step has the wonderful effect of symbolically connecting the dental visit with overall health. This simple step will create lasting benefits in your practice.

THE SECOND RECOMMENDATION is to create a system for oral cancer screening in your practice. Each year, more than 30,000 Americans are diagnosed with oral cancer, and some 9,000 people die of this dreaded disease. Early detection and treatment of oral cancer can reduce the mortality rate dramatically, and the dental office should be the first line of defense in early detection. Most hygienists and dentists conduct an oral cancer exam as part of the patient visit, yet many patients have absolutely no idea that they have received an oral cancer exam.

I have routinely conducted exit interviews with patients and asked them for their feedback so we can improve the practice. Among other questions, I ask if they received an oral cancer screening exam today, knowing full well that one was done. Many patients respond with an outright “no” or “I really don’t know.” If you did the screening and the patient is not aware of it, then you have lost an important opportunity to create value. Tell your patients you are doing an oral cancer exam; they will appreciate it, and it will reinforce the dental/systemic health connection.

You should also review the manner in which you do this exam to be certain it is as thorough as possible. In addition to your visual and palpitation exam, I would also recommend installing a system such as the ViziLite^® process (Zila Professional Pharmaceuticals; Phoenix, Ariz.) to further enhance the oral cancer screening system in your practice. Also, let’s not forget that initiating a system for oral cancer screening in your office may well result in saving lives.

THE THIRD RECOMMENDATION I have is to revisit your system for conservative perio therapy and update it to 21st century standards. If you do not have a state-of-the-art system in your practice for perio diagnosis and treatment, now is the time to develop one. There have been significant advances in the science of the diagnosis and treatment of perio disease in the last few years, and most offices could benefit significantly by reviewing protocols here.

For example, science now provides us with the capability of conducting a very simple DNA test resulting in the identification of the specific bacteria causing that patient’s perio disease. With the identification of the specific bacteria, a proven treatment regimen can be provided targeting those bacteria. (Visit addx.us for more information about this DNA testing process). This science provides a level of exactness that will result in improved clinical results in the treatment of perio disease. As part of your improved system for perio diagnosis and treatment, set up very specific probing and exam protocols for all patients, and educate the entire team on great verbal skills to use to educate your patients about perio disease and how modern treatment can help them become as healthy as possible. With all the news and coverage about the link between perio disease and overall body health, you will find that your patients are more receptive than ever to your education and treatment recommendations.

Now is an absolutely incredible time to be in the dental profession! There has never been a better time to educate your patients and the general public about the importance of how good oral health is connected to good general health. You are getting a huge “assist” from the media today about this link, and it is important that you leverage this opportunity to full advantage. Consider the three recommendations in this article as a way to take a proactive approach that demonstrates your interest and commitment to helping your patients become as healthy as possible. The end result will be that your patients will place increased value on the importance of their dental office as a partner in achieving great health.

Author Credit: Gary’s life work and passion is helping dentists and their team members develop a more profitable and enjoyable practice. He is a sought-after speaker at national and international dental meetings where his informational courses are often recognized as the most fun and entertaining courses that attendees have ever experienced.

Gary is also the founder of Ride & Learn and Race & Learn, perhaps the most unique continuing education programs in dentistry today. Ride & Learn combines a Harley-Davidson motorcycle tour with dental CE, and Race & Learn combines high-performance driving with dental CE. For more information about Gary’s courses, visit garytakacs.com. You are welcome to email Gary at gary@garytakacs.com.