It’s fair to say that, as dental healthcare professionals, receiving a complaint is, whether we like it or not, part and parcel of professional life. Nevertheless, it can be both distressing and quite challenging to know how best to respond or deal with it. 

Why complaints feel difficult 

One of the main reasons receiving a complaint can feel so hard is that our first reactions are often unhelpful. It is very human to feel anger, indignation, defensiveness or a strong urge to blame someone. Some may slip into denial, avoidance or worry, while others might experience a sudden drop in confidence or creeping self-doubt. 

All of these understandable reactions have something in common. They make it harder to think clearly and to remain objective and professional. In other words, this is the classic fight, flight or freeze response. A complaint can create a sense of threat, and when the inner alarm sounds, we do not always get the best version of ourselves. 

From the patient’s point of view, those instinctive actions or inaction can look like a failure to care. A thoughtful response can be lost behind a defensive tone, or a delay can be read as disinterest, and this situation can quickly escalate. A complaint is already a sign that someone is unhappy. Any impression of being ignored or dismissed fans the flames. 

The solution is to focus on responding rather than reacting. This means pausing long enough to quieten the initial emotions and choosing a measured and considered response that supports trust rather than undermining it. 

Why the quality of the response matters 

Responding well brings a number of practical benefits. It helps patients move past their concern. It allows the clinician to move forward too, without carrying the emotional weight of the unresolved issue. Most importantly, the way a complaint is handled can be a decisive factor in whether the patient decides to take matters further. 

A poorly handled response can do the opposite. Slow communication, vague explanations or an impression of frustration or indifference can heighten the patient’s sense of grievance. In many cases, the core issue is not the complaint itself, but an inefficient or unfamiliar process for managing it. Patients who feel uninformed or disregarded often escalate simply because they do not see evidence that their concern is being taken seriously. 

There is also a regulatory responsibility. The Dental Council’s Code of Practice in relation to Professional Behaviour and Ethical Conduct (2022) states that practices must display a complaints procedure that explains how to make a complaint, and how it will be dealt with as well as identifying the person who will be dealing with it.

The five Ps 

The five Ps offer a helpful anchor when the instinctive fight, flight or freeze response threatens to take over. They are: 

1. Professionalism 

2. Preparation 

3. Promptness 

4. Promises 

5. Perspective 

Together, they support clearer communication, stronger patient relationships and safer complaint handling. 

1. Professionalism 

Complaint handling is an important part of patient care. The professionalism shown in the response is often viewed by patients as a proxy for the professionalism shown in clinical treatment. 

2. Preparation 

The Dental Council refers to having a clear procedure, and this is very much part of preparation. Some might say it could equally stand for planning, process or procedure, because the principle is the same. Hope for the best, but plan for the worst. 

Practices benefit from having a complaint handling process that everyone understands long before it is required. Complaints do not arrive on a predictable schedule. Knowing who takes the lead, what steps need to happen and what timeframes apply can prevent confusion at a moment when emotions may already be heightened. 

Part of good preparation is seeking advice early. Dental Protection supports members every day with complaint responses. It can be unfamiliar territory for clinicians who do not deal with complaints regularly, so we encourage practitioners not to feel that they must navigate it alone. 

3. Promptness 

A timely response can make an enormous difference. Acknowledging and dealing with complaints quickly increases the likelihood of early resolution and reduces the risk of escalation. Delay, even if unintended, can create the impression of avoidance or disinterest. 

Closely linked to this is the fourth P... 

4. Promises 

Setting a clear timeframe, keeping the patient informed and explaining any delays will allow patients to understand what is happening. Meeting expectations supports trust, and trust is essential when a patient already feels anxious or frustrated. 

5. Perspective 

Complaints happen. They are part of the professional landscape. Over the span of a career, clinicians will have tens of thousands of interactions with patients. The overwhelming majority will be positive and uneventful. A small number will not. No one can please everyone all of the time. 

Maintaining perspective helps clinicians avoid taking complaints personally. With preparation and support, complaints can be handled as calmly and professionally as any unexpected clinical challenge. The aim is to acknowledge the concern, respond with care and move on. 

Complaints as opportunities 

Finally, it is important to remember that although complaints can feel discouraging, they have another side. They can help restore relationships and rebuild trust. They can highlight issues or inefficiencies that might otherwise go unnoticed. They can prompt reflection and learning. They can even prevent future problems by identifying a pattern or risk. 

Sometimes a complaint is a reminder to consider the patient’s viewpoint more closely. Many complaints arise from misunderstandings rather than clinical deficiencies. Checking that clinicians and patients share a clear understanding of proposed treatment and expected outcomes can prevent issues before they occur.