Scenario 7-7 "To Sell or Not to Sell"

You have been working as a dental hygienist in a general practice that is moving towards aesthetic (cosmetic) dentistry for the past 3 years.You enjoy a great relationship with your clients and have a full schedule of clients. You have been a full-time practitioner for 6 years, and this is only the second office in which you have ever worked. You consider your greatest professional rewards to be the trust you have developed with your clients and the improvement you have seen in their oral health.

Your employing dentist recently completed a continuing education series on aesthetic (cosmetic) dentistry and hired a practice management team to review the office. The dentist and practice management team are now stressing the importance for you to "sell dentistry" to your clients. They suggested that you use certain phrases and inferences to help the client make the "right" choice and choose the most expensive option of treatment. The dentist offered you an incentive plan with cash bonuses for every case that you "sell." Are you in conflict of interest?

Question: how might we successfully manage the potential conflicts in this scenario? Using the DORMprinciple

DORM Disclosure - Primary safeguard in managing any conflict of interest - Disclosing the nature of the conflict, including the potential benefit - Failing to disclose A breach of your professional obligations Disclose to your client, any other interested party, your employer, the College - Giving options - Provide clients with additional options Permits an informed choice and reduces pressure on them - Providing reassurance Common concerns for your clients Being insulted or put out if they do not accept your recommendation Inconsistent treatment Reassure your clients that choosing another product or service from the list will not affect their ability to receive professional services from you - Modifying the circumstances Making a small modification in a situation can remove or greatly reduce the potential for conflict Recommending a family business to a client, at no profit