By Dr. Jeffrey Gross, DDS, FAGD | The Healthy Smile | Eastlake, Ohio
We Cater to Cowards” — But Is That Really Enough?
She came to me in real distress. Her teeth were gone, replaced overnight with temporary dentures, and she was struggling just to eat. I asked why she hadn’t gone back to the office that made her dentures. Her answer has stayed with me: she had chosen that office for one reason only — they advertised that they could handle anxious patients. That turned out to be the only thing they were good at.
If you’ve ever wondered what to look for in a dentist — beyond slogans and marketing — her story is a good place to start.
The “Cater to Cowards” Promise — And Why It’s Only a Starting Point
The phrase appears on billboards, websites, and television commercials across the country: “We Cater to Cowards.” It’s designed to reassure anxious dental patients that they will be treated gently and without judgment. Fear of the dentist is real, and any practice that takes it seriously deserves credit for that. But reducing the entire value of a dental office to how well it comforts fear misses the larger picture of what patients truly need.
Knowing that you won’t be judged is important. But it shouldn’t be the only criterion you apply when choosing a dentist who will be responsible for your long-term oral health.
What to Look for in a Dentist: The Qualities That Actually Matter
A good dental office is not simply a place where people feel less nervous. It is a place where trust, competence, communication, and long-term health all come together. Here is what I believe patients should genuinely be evaluating.
1. Technical Skill and Diagnostic Accuracy
A warm blanket and noise-canceling headphones cannot compensate for poorly fitting crowns, rushed treatment, or an incomplete exam. Patients deserve accurate diagnoses, durable restorations, and treatment plans built around health — not around filling a schedule. Compassion without competence is not enough.
When evaluating a practice, look for signs of continuing education and specialty training. At The Healthy Smile, for instance, we have been placing and restoring dental implants since the early 1990s, and Dr. Gross holds a Fellowship in the Academy of General Dentistry — a credential earned through hundreds of hours of post-graduate study.
2. Clear Communication and Patient Education
Patients need more than reassurance. They need a dentist willing to explain why a tooth is failing, why gum disease matters to their overall health, or why delaying treatment today may create a much larger problem tomorrow. If you leave an appointment more confused than when you arrived, that is a problem.
The best dental offices invite questions and answer them plainly. Whether the topic is cosmetic dentistry options or the reason a tooth needs extraction before a denture can be fitted, you should always understand your situation and your choices.
3. Understanding the Oral-Systemic Health Connection
Dentistry is not cosmetic window dressing. Problems in the mouth can affect nutrition, speech, sleep, confidence, and systemic health. Research published by the American Dental Association continues to reinforce the links between oral bacteria and conditions such as cardiovascular disease and diabetes. A thoughtful dental team asks about your medical history, reviews it carefully, and pays attention to the details that influence long-term well-being.
4. Honest Guidance on Dental Insurance
Navigating dental insurance is genuinely confusing, and it shouldn’t fall entirely on patients to figure out what their plan covers and whether it’s worth the investment. A good dental office helps you understand your benefits, maximize what you have, and make informed financial decisions — without pressure.
5. A Long-Term Relationship Built on Reliability
The strongest dental relationships are built over years through honesty and consistency, not catchy slogans. A dentist who remembers your history, monitors changes over time, and communicates straightforwardly is worth far more than one who simply makes you feel calm in the chair.
Comfort and Competence: You Should Have Both
None of this is to dismiss the importance of patient comfort. Anxiety may be one of the most common reasons people avoid dental care, and offices that take it seriously are doing something important. There is nothing wrong with helping fearful patients feel at ease — in fact, empathy and dentistry should absolutely go hand in hand.
But the ultimate goal of a dental office should not merely be to help people survive an appointment. It should be to help them achieve and maintain genuine health with confidence. Anxiety may bring patients through the door. Trust and quality care are what keep them coming back.
Key Takeaways: Choosing the Right Dentist
- Anxiety management matters, but it’s a starting point, not a complete standard.
- Look for technical skill, continuing education, and a commitment to accurate diagnosis.
- Your dentist should communicate clearly — you should always understand what’s happening and why.
- Oral health is connected to whole-body health. Your dentist should treat you as a whole person.
- A long-term relationship built on honesty is the most valuable thing a dental office can offer.
Frequently Asked Questions
What should I look for in a dentist if I have dental anxiety?
Start with comfort — a practice that takes dental anxiety seriously is a good sign. But don’t stop there. Ask about the dentist’s training and experience, how they communicate diagnoses, and whether they take time to answer your questions. You want a dentist who is both kind and technically skilled.
How do I know if a dental office is actually good?
Look beyond star ratings. Ask whether the dentist has post-graduate credentials (like a FAGD designation), whether they explain your treatment clearly, and how they handle follow-up. A dentist who is transparent about cost, realistic about timelines, and honest when a procedure needs to be referred out is a dentist you can trust.
How is oral health connected to my overall health?
The mouth is a gateway to the body. Chronic gum disease has been associated with heart disease, diabetes complications, and other systemic conditions. This is why a thorough general dental exam involves much more than looking at your teeth.
I’ve been putting off dental care. What should I do?
Call us. Whether it’s been a year or a decade, we are here to help you get back on track — without judgment. Our goal is to help you achieve real, lasting oral health. You can reach our Eastlake office at 440.951.7856 or our Cleveland Heights office at 216.371.2333.
Ready to find a dentist you can actually trust?
The dental experience is multifaceted. Calming anxiety is one piece of it. Quality, trust, and long-term health are the rest. If you’ve been putting off a visit to address your oral health, please call our office — I look forward to meeting you.
Jeffrey Gross, DDS, FAGD, is an Ohio-licensed general dentist with over 40 years of experience and a Fellow of the Academy of General Dentistry. He is on the staff of Case Western Reserve School of Dental Medicine and has placed and restored dental implants since the early 1990s. He practices at The Healthy Smile in Eastlake and Cleveland Heights, Ohio.