What does a dentist do?

My clients do love their jargon – especially all that mumbo-jumbo about teeth and gums – and this was best evidenced by listening to them attempting to introduce themselves to a fictitious business audience at last week’s marketing workshops.
In conversation with a client last Thursday, we concluded that, if all the jargon is removed, then what a dentist does can be encapsulated in the following words:

  • Make my teeth whiter
  • Make my teeth straighter
  • Make my smile nicer
  • Keep my teeth longer

And for the botox brigadiars:

  • Make me look younger

Keep it simple.


Published by

Chris Barrow

Chris Barrow has been active as a consultant, trainer and coach to the UK dental profession for over 20 years. As a writer, his blog enjoys a strong following and he is a regular contributor to the dental press. Naturally direct, assertive and determined, he has the ability to reach conclusions quickly, as well as the sharp reflexes and lightness of touch to innovate, change tack and push boundaries. In 2014 he appeared as a “castaway” in the first season of the popular reality TV show “The Island with Bear Grylls”. His main professional focus is as Coach Barrow, providing coaching and mentorship to independent dentistry.