Managing patient expectations

As patients asking dental professionals for specific treatment protocols rises, Derek Hamilton explores how to balance patient expectations with best practice and offers insight into an increasingly popular biofilm management system Earlier this year, an article on the impact of promotional material on consumer behaviour was published in the Journal of Creative Communications. Focusing on the effects of television, radio, newspapers, magazines and internet adverts on consumer awareness, interest, conviction, purchase and post-purchase behaviour, it was found each form of media does indeed influence subsequent actions, to some extent (Sama, 2019). This is of particular interest to those working in the healthcare professions, because patient choice does not always tally with best practice. With a regulatory, ethical and moral responsibility to provide patients with the best

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