Author: Annette Malave, SVP/Insights, RAB
The tooth fairy… from a young age. Many of us are told that you will receive a “reward” when you lose a tooth. So, why as adults, do so many of us dread dental visits?
This is something I don’t understand. I actually enjoy going to the dentist – mostly because I find it relaxing. Yes, really. (The folks at RAB find this deeply suspicious.)
As adults, we all know dental visits are essential – not just for oral health, but for overall health. Yet for most people, the idea of sitting in the dentist’s chair can trigger feelings of fear, anxiety and dread. (Just ask Tammy Greenberg, who will happily confirm that she is not on Team “Dentist=Relaxing.”) According to the Journal of the American Dental Association, nearly three out of four adults fear going to the dentist.
Understanding how consumers feel about dental care isn’t just good for patient wellbeing; it’s important that local dentists understand these insights in order to grow their business. For dental practices, this emotional barrier isn’t just a patient issue – it’s a business challenge.
While these feelings may be brought on by all the sounds created by the dental equipment, some also will experience embarrassment about their oral health. (“Are you flossing?” is one question that will cause some to hang their heads in shame.) Results from an Aspen Dental survey conducted by Talk Research found that 60% of adults confessed to wanting to impress their dentist and in turn, 57% lied about their dental hygiene.
Embarrassment is just as big a cause of anxiety as the visit. One third of respondents in the Aspen Dental survey who lied to their dentist did so because they didn’t want the dentist to think less of them. Nineteen percent said they didn’t intend to be dishonest, but “panic lies” slip out. (Gen Z seems to tell more panic lies than any other generation.) While most adults (89%) know that going to the dentist is important, almost half (49%) will go to the doctor first rather than going to the dentist. Of the survey respondents, three in ten stated that they are still searching for the perfect dentist.
Local dental practices can do a lot to help alleviate fear, anxiety and potentially minimize panic lies. When targeting potential patients, they should share that they understand the anxiety that some people experience. They should position their practice and their staff as caring and nonjudgmental and that they strive to eliminate these feelings. Testimonials and storytelling are the best methods. Testimonials from current patients partnered with informational content about the benefits of good dental hygiene through a trusted voice may drive potential patient consideration. Who has trusted voices? Local broadcast radio stations.
Broadcast radio reaches 84% of adults who went to the dentist last year as well as 82% of Hispanics and 85% of Blacks, per MRI-Simmons data. Radio’s local connection and trusted role in the community can help. A friendly trusted and familiar voice, like that of the on-air personalities can not only drive awareness for the practice, it can also drive website activity for the practice. Additionally, familiar voices can potentially reduce any anxiety or stress associated with dental visits. These on-air personalities can share their own experiences with the practice or speak with a current client. No one is a better storyteller than on-air personalities. Imagine a real testimonial being shared by a radio personality. Using RAB’s CopyWrite – an AI-powered tool that generates customized scripts – here’s an example of what that could sound like:
Maria avoided smiling for years—afraid of the dentist. Then she found XXX Dental. Our caring team eased her anxiety, explained every step and gave her a smile she loved. Trusted care, gentle technique and interest-free financing made it easy. XXX Dental treats kids to seniors, with modern tech and a calming office. Ready to get your confidence back? Visit xxxdental.com or call (000) 000-0000 and schedule your reassuring appointment today.
Radio isn’t just an advertising option for dental practices. It is a trusted local storyteller. Dental anxiety is real – but so is the opportunity to reach patients in a more human way. When people already feel anxious or embarrassed, familiar and trusted voices can help lower the emotional barriers before they even step into an office. Using the combination of real patient testimonials along with engaging trusted on-air personalities, dental practices can drive awareness, drive online engagement and ultimately influence in-office visits – turning fear into reassurance and hesitation into action.