ABSTRACT
Why are some dental practices more successful than others? Skill, though undoubtedly important is not the complete answer.Simply put, a successful practice is directly proportional to the number of satisfied patients. And for a patient to be satisfied, it his needs that have to be met – voiced and unvoiced! Thus to be able to deliver effective dental care, needs as perceived by the patient and dentist need to be in sync. But to achieve this first and foremost a dentist must acknowledge the existent gulf that exists between professional and lay perception of needs and then proceed to bridge the gap between the two. This article looks at various ways in which the science of psychology can aid the dentist overcome this ubiquitous impasse. Psychology helps not only in assessing the underlying concerns of a patient but also in addressing them. And this in turn lays the foundation for a long lasting dentist-patient relationship which is what lies at the heart of any successful practice!