How do dentists overcome an image problem? Prevent the evil dentist trope from taking hold of your patients' imagination with trust and communication.
By Susan Richards
There have always been those professions that could benefit from a robust PR campaign or rebrand—dog catcher, politician, and used car salesman, to name a few. Despite ranking fourth for jobs with honesty and integrity in a recent Gallup poll, dentists continue to struggle with their own image problems.
Having long been vilified in literature, television, and film, dental professionals undoubtedly find it difficult to treat the anxious patient whose opinion has been shaped by the evil dentist trope found in pop culture. Fictional practitioners such as the murderous Dr. Szell in Marathon Man, Steve Martin's sadistic dentist in A Little Shop of Horrors, or Jennifer Aniston's memorable turn as one of the Horrible Bosses have all contributed to this archetype.
Even off the page or screen, real-life dastardly dentists who make headlines only serve to further tarnish the profession's image. The Incisor previously wrote about several of these doctors who, in addition to wielding dental probes, used a variety of murderous methods to eliminate spouses, romantic rivals, friends, or total strangers. These high-profile cases share the common denominator of profession, and it's noteworthy that there are no such recurring stories of homicidal sales associates. But then again, most people don't have high anxiety about visiting mundane day jobs.
Pop Culture and Public Perception
Early last year, renowned film critic and educator Howie Movshovitz presented “The Dentist in Film: Beneath the Comedy and the Horror” at the Anschutz Center for Bioethics and Humanities at the University of Colorado. By examining dentistry's portrayal in cinema throughout history, he addressed the exploitation of dental fear and pain for entertainment's sake.
Movshovitz discussed various genres and offered up several film clips, including the 1979 comedy, The In-Laws. Alan Arkin plays a buttoned-up dentist who tries to treat his anxious patients while enduring regular interruptions from his assistant, his wife, and Peter Falk as his quirky in-law. While obviously funnier than the terrifying Marathon Man extraction scene, this lack of boundaries can be a common trigger for dental patients. “Whether through horror or comedy, I think that's one of the things that dentists in film work on a lot, which is the sense of violation,” explained Movshovitz.
Consider the difference between a trip to the dentist's and one to the M.D.'s office; while an annual physical carries the risk of bad news, a dental visit doesn't have the same high stakes. This disparity makes it easier to “tame” the situation with frights or laughs. In other words, an evil oncologist trope wouldn't work for audiences.
Trust vs Evil
More than just functional, mouths are often our source of identity. The outward appearance of a smile may belie the condition of poor oral health, which creates a sense of vulnerability and contributes to fears such as:
- Loss of control.
- Fear of pain.
- Fear of aging through tooth loss.
- Disturbing sights and sounds.
- Needle phobias.
While the profession's lack of popularity harkens back to a time when typical dental care involved extractions and no anesthetic, modern dentists know too well what happens if patients let their subconscious bias or anxieties get in the way of regular appointments. It's crucial to address these pernicious stereotypes that could result in delayed treatment and neglected teeth.
According to a 2022 survey, “concerns about the unknown and feeling vulnerable” were cited as a higher priority than pain or discomfort associated with dental treatment. Eighty-six percent of the participants indicated a desire to be fully informed of the condition of their teeth, even the healthy ones. Additionally, research from the Institute of Dentistry and Oral Health at Aarhus University in Denmark explores the importance of trust in the dentist-patient relationship. The article concluded that persistent imbalances in power are “especially distressing for persons who are anxious about treatment and distrusting of the profession as a whole.”
Experts agree that the best way to overcome preconceived notions about dentists is to build trust through awareness, empathy, and active listening. Designate your office as a judgment-free zone and try to give patients a strong sense of control in the chair and over their health. A great sedation experience may not eliminate the evil dentist concept from today's cultural lexicon or headlines, but it couldn't hurt.
Author: Susan Richards is a staff writer at DOCS Education who is fascinated with true crime and pop culture. With more than 20 years of experience in local journalism and business marketing, Susan's career includes award-winning feature writing, as well as creating content with context for a wide variety of industries.
