Dental Asia Jul/Aug 2018

21 Dental Management DENTAL ASIA JULY / AUGUST 2018 be in control to refocus the patient on the main purpose and stay in control of the time spend. At the end, the person in front of us must feel we are with her, we must listen. Eye contact is also an excellent way to make the patient feel we are still connected, letting the other person know that we truly care about them, that we understand where they’re coming from, and we validate their perspective as part of the conversation. Empathy Most of the time, we use the word not knowing its real meaning. Empathy n. “the power of entering into another’s personality and imaginatively experiencing his feelings” In our professional life, we have to face di ƥ cult conversations and convey badnews.Most of the timewe try to say something like:’ You will lose four incisors, at least you can have dental implants!’ or: ‘it could be worse’. This is not empathy.We believe we bring support, but we are making our interlocutors feel alone and not totally received. We believe we are protecting them, but in fact, we are protecting ourselves in trying to lessen the situation. Empathy is an active process requiring energy. We have to accept andmake the person/s feel we are with them. Empathy is innate, it can also be learned. The ‘Princess of Wales’ concept This is the idea that every patient deserves the best. One of my patients, felt my discomfort when I told her the treatment needed. Understanding I was hesitant tomake her spend such a large amount of money, the patient told me: ‘Please, just consider me like I’m the Princess of Wales’. I felt immediately relieved, havingmy vision greatly simpliƤed by this unknowingly self-censorship, leading to judge a patient on his appearance or his attitude. Youmust give everyone a chance to get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ÀLFW PDQDJHPHQWV +H LV DQ DGYLVHU DQG FRDFK IRU OHDGLQJ FOLQLFV LQ )UDQFH HVSHFLDOO\ LPSODQW FOLQLFV LQ RUGHU WR GHYHORS DQG PDLQWDLQ WKHLU QHWZRUN +H LV WKH IRXQGHU RI &RDFKLQJ'HQWLVWU\ )RU PRUH LQIRUPDWLRQ FRQWDFW 'U 5LYRLUH DW FRDFKLQJGHQWLVWU\#JPDLO FRP $ERXW WKH $XWKRU the same treatment: The best, the one we would provide to our family members (Fig. 2). Stop the self-censorship! Conclusion The years to come are going to be very exciting. All these new technologies are revolutionising the profession but we must remember that we are dealing with human people. The technologies, as important as they are, are not going to replace the personal connection we must create with our patient. The world population is getting more educated. The internet and all the sources of media are making patients more demanding. If we do not adhere to these fundamentals, there is no reason for a patient to choose us over another dentist. Understanding patients, empathy and trust are not something we get in buying the most expensive robot! We must be trained and have awareness on the importance of a good communication, not as a ‘salesperson’ but in regards to ethics and in providing the ‘state of the art’ in dentistry. A French philosopher said: ‘We do not treat pathologies, we treat people having pathologies’ (Georges Canguilhem). Being aware of the human factors is a major determinant in making us better dentists, it is what we all want. DA Reference Chip Heath, Dan Heath. Dec 2016. ‘The curse of Knowledge.’ Harvard Business review . Fig. 2