The power of persuasion: 5 ways dental hygienists can increase treatment acceptance

No matter where you are in your dental hygiene career—student, new graduate, or seasoned clinician—understanding the principles of persuasion can help you advocate for your patients and encourage them to accept necessary care. Ethical persuasion is not about selling but about guiding patients to make informed decisions that benefit their oral and overall health.

Dr. Robert Cialdini’s five principles of persuasion—reciprocity, commitment (asking), liking, authority, and scarcity—can be applied in the dental setting to build trust and increase treatment acceptance. Here’s how.

1. Reciprocity: Give to receive

When people receive something, they naturally feel inclined to give something in return. This applies to dentistry as well, because small gestures can build rapport and influence patient decisions.

Some examples of this are offering a goodie bag at the beginning of the appointment rather than at the end, which can set a positive tone and build trust. Another is providing water bottles, lip balm, or gum at the front desk, which creates a welcoming environment that encourages a positive patient experience. These small changes can encourage patients to invest in recommended treatments.

2. Commitment (asking): Start small to gain big

People are more likely to say “yes” to a large request if they have already agreed to a small one. This is why asking simple, nonthreatening questions can help guide patients toward greater treatment acceptance.

Instead of jumping straight into a comprehensive treatment plan, start with small choices, such as, “Would you prefer a manual toothbrush or an electric one?” or “Would you like to schedule your next cleaning in the morning or afternoon?” By allowing patients to make small decisions, you help them feel more comfortable making larger treatment decisions later.

3. Likability: Building genuine connections

Patients are more likely to trust and follow the recommendations of providers they like and feel comfortable with. Small behavioral changes can help create this connection.

This could include adjusting your body language, such as maintaining an open posture by avoiding crossing your arms. Sit at eye level rather than standing over them and maintain natural eye contact to show attentiveness. Even subtly mirroring your patient’s posture and tone can help establish subconscious trust.

Another technique here is using the power of touch. Research shows that a brief, appropriate touch on the elbow or upper arm can reduce cortisol levels and increase oxytocin or dopamine, helping patients feel more at ease. (Of course, always be mindful of personal boundaries.) For example, as you are sitting the patient back, a touch to the shoulder telling them about the next step can help.

4. Authority: Look the part, build credibility

Patients are more likely to trust recommendations from someone who appears professional and knowledgeable. Your appearance, demeanor, and environment matter. A tip here is to dress professionally; paying attention to your scrubs, hair, nails, and shoes can help reinforce your credibility. Find a balance between a fun and professional look.

Displaying your dental hygiene degree in your operatory can also serve as a silent reminder of your expertise. Use confident, evidence-based language when explaining treatment options to reinforce your authority.

5. Scarcity: The power of limited availability

When something seems limited, people are more motivated to act. While this principle should always be used ethically, it can be effective in encouraging patients to schedule necessary treatment.

One approach is to let patients know if your schedule is filling up, saying things like, “I only have a few priority appointments left this month at my school clinic,” or “My next available opening for this treatment isn’t for another six weeks.” To further apply this principle, you can highlight the urgency of treatment when appropriate by saying something like, “This cavity is small now, but if you wait too long it could require a root canal instead of a simple filling.”

Persuasion is a tool for ethical patient advocacy. The goal of using these principles isn’t to “sell” treatment—it’s to guide patients toward making informed, confident decisions about their oral health. Sometimes, patients need things worded in the right way to truly understand the benefits of treatment.

By applying reciprocity, commitment, likability, authority, and scarcity, clinicians can become more effective communicators, increase patient trust, and ultimately improve treatment acceptance, all while ensuring that patient care remains ethical and patient centered.

Persuasion is a skill that takes practice, but when done right, it empowers both you and your patients to achieve better health outcomes.