How can we expect a patient to value our services if we don’t? Whether speaking to a patient on the phone or in person, you should never ask a patient if they “just need a cleaning,” or “ just need a filling”. I once heard an assistant describe Velscope screening as “just a light the Dr. uses to see cancer” WOW….There are several things that concern me about that phrase. I think this team might need some training. By using the word “just” it under-mines the importance of the patient’s dental health and urgency for treatment. If we want patient’s to value our services, we must not minimize the perception of the doctor’s expertise, or the procedure time involved. Stressing the importance of the procedure will help reduce no shows or last minute cancellations.