Ethical advertising

Dentists today find themselves in a profession that is increasingly competitive and commercial.

Yet still as healthcare providers, clinicians have an ethical responsibility towards patients to ensure that clinical judgement is primary in all treatment decisions. But how can dental professionals ensure that ethical obligations are met while still providing a service that is profitable?

Modern dentistry gives practitioners huge scope to diversify and offer treatments far beyond ‘core’ services such as relieving patients of dental pain. Indeed, offering ‘optional’ cosmetic treatments can provide a significant boost to practice income, and can even be used as a point of differentiation. However it is essential that any treatment provided is not at odds with long-term oral health outcomes, and that patients fully understand the breadth of options available to them.

The General Dental Council’s recently updated Standards for the Dental Team document reaffirms the need for an ethical approach to dentistry. The GDC advises clinicians to encompass a holistic and preventive approach to patient care that takes into account: the overall health of the patient; their psychological and social needs; their long term health needs; and finally, their desired outcomes. The motivation of a dental professional then is to provide a service that is in patients’ best interests. This means that the clinician will need to provide treatments that balance oral health needs with the patient’s own desired outcomes.