While online reviews influence where people spend their money, dentists should focus on effective communication to resolve disputes directly with patients—including those who leave negative feedback online, says a lawyer.
Toronto-based lawyer Josh Koziebrocki, who specializes in defending dentists, spoke out following a recent lawsuit. “Dentists should make efforts to resolve disputes with patients through good communication,” said Koziebrocki.
In January, the Winnipeg Free Press reported that Greenwoods Dental Centre filed a suit against a patient, alleging harm to its “reputation, goodwill, business relationships, and profitability.”
The patient, a full-time student, told the newspaper there was no “clear communication” regarding her insurance coverage. She recalled being told her plan would cover about 80 per cent of the treatment but later discovered it covered only 15 per cent, leaving her with a $1,000 out-of-pocket bill.
“The goal of dentistry should not be to get deeply involved in legal proceedings with patients — Josh Koziebrocki”
The Winnipeg Free Press also reported it was the second time the clinic, part of a chain of dental offices, had sued a patient over an online review.
“The goal of dentistry should not be to get deeply involved in legal proceedings with patients,” said Koziebrocki, whose practice primarily deals with complaints filed against dentists with the Royal College of Dental Surgeons of Ontario (RCDSO).
“It’s understandable that dentists may not be happy about these reviews, especially if they are not truthful or honest, but it is still an extreme step to commence a civil lawsuit against a patient,” Koziebrocki added.
The lawyer also said that following the Winnipeg clinic’s footsteps would not present the “best look for their reputation,” whether in front of other patients or among their peers.
Instead, dentists should speak “directly” with their patients and try to “resolve any conflicts privately,” using “good communication.”
“If they need to defend complaints at their regulator, they should consider speaking to an experienced lawyer in the field.”
Communication is huge
A large study by the University of Toronto, which analyzed more than 2,000 complaints made to the RCDSO between 2007 and 2017, found that complaints about clinical care (59 per cent) and interpersonal communication (56 per cent) were nearly equal in frequency. This underscores the importance of both technical skill and patient interactions.
While most complaints came from patients, some originated from family members and other healthcare professionals. The study highlights the need for stronger communication training in dental education and could influence regulatory policies and continuing education programs.
Meanwhile, Koziebrocki said lawsuits against patients over reviews remain “rare.” “Overwhelmingly, most dentists would not take the step of suing their patients over reviews,” he said.