Written by: Alan Stern, DDS
There was a time when dentists possessed a tremendous competitive advantage: information.
Patients came to us because we knew things they didn’t know.
In Daniel Pink’s excellent book, To Sell Is Human, he discusses the concept of information asymmetry. For generations, sellers possessed information buyers lacked. Physicians possessed information patients lacked. Professionals possessed information consumers lacked.
Then the internet happened.
Today, our patients arrive armed with information from Google, YouTube, TikTok, Facebook, Instagram, online forums, and increasingly, artificial intelligence.
Whether we like it or not, the era of information asymmetry is largely over.
The question becomes: What now?
The answer, I believe, is judgment.
Information has become abundant. Judgment has become priceless.
AI searches and chatbots can explain a crown. They cannot determine whether Mrs. Smith needs that crown today, six months from now, or perhaps not at all.
AI searches and chatbots can describe periodontal disease. They cannot appreciate that this patient has severe dental anxiety because of a traumatic experience 30 years ago.
The future of dentistry does not belong to those who possess the most information. The future belongs to those who best apply information in the service of another human being.
Dr. L.D. Pankey introduced what many of us know as the Cross of Dentistry:
Know your patient.
Know yourself.
Know your work.
Apply your knowledge.
In an era when patients have access to virtually unlimited information, the first principle may be more important than ever: Know your patient.
What are they afraid of?
What are they hoping for?
What previous experiences shape their decisions?
What limitations are influencing their choices?
The more information becomes available, the more valuable curiosity becomes.
Patients also possess information about themselves that we don’t have. Sometimes they withhold it intentionally; sometimes, unintentionally.
The same challenge exists when hiring team members. Resumes, interviews, and references provide information, but not always understanding.
Meaningful understanding occurs through thoughtful conversation, curiosity, observation, listening, and trust-building.
The shift from information asymmetry to information parity has also changed how patients choose care.
Patients shop online. Compare prices. Read reviews. Visit facilities that often resemble retail stores.
Yet independent practitioners possess a tremendous opportunity.
Patients can purchase dentistry almost anywhere. What many are truly searching for is guidance, understanding, trust, confidence, and leadership.
They want someone who sees what they cannot see, not because that person possesses secret information, but because they possess judgment.
Clinical competency remains essential. But competency alone is no longer sufficient.
The practices that thrive over the next decade will likely be those that develop five additional characteristics:
Care.
Skill.
Judgment.
Leadership.
Influence.
Information is everywhere.
Wisdom is not.
Knowledge is abundant.
Judgment remains scarce.
As dentistry continues to evolve, our greatest value may no longer come from what we know. It may come from how we apply what we know in the service of another human being.
In a world overflowing with information, understanding may become the most valuable service we provide.
The future of dentistry is here… are you ready?
I’m Excited to Announce My First “Cracking the Code” Workshop!
Dentistry has changed.
AI. Robotics. Workforce shortages. Rising costs. Changing patient expectations. New technologies. New opportunities.
It’s easy to be intimidated by what’s coming.
Don’t be scared. Be ready.
Join me for an honest, interactive, and action-oriented workshop designed to help you thrive—not just survive—in the rapidly changing world of dentistry.
We’ll talk about leadership, resilience, communication, purpose, and how to build a career that’s professionally, financially, and personally rewarding in the years ahead.
Attendance is intentionally limited to just 20 participants to encourage discussion, interaction, and practical takeaways.
The future isn’t something to fear…It’s something to prepare for.
Email [email protected] for details.
***Early Registration Special: $147 through July 31
***After July 31: $197
***Limited to just 20 participants
ABOUT THE AUTHOR
Alan Stern, DDS, retired from clinical dentistry in 2023 and now operates Better, Richer, Stronger, LLC. He is a dental practice coach, keynote speaker, and author.
His book, Enjoy the Ride, is available on Amazon.
Join his Facebook group, strangely called Better, Richer, Stronger.
He can be reached at [email protected]. You can also visit his website at dralanstern.com.
FEATURED IMAGE CREDIT: Yury Zap/Shutterstock.com.
