The Closure of the Trust Gap
Until the advent of the internet, people selected a dentist based on what others said about the dentist. Person A would speak to person B, describe their relationship and experience with a dentist. Person B would be seeking a dentist, and had a business or personal relationship with person A. Inside this relationship between A and B was a particular level of trust. Whatever level of trust existed between A and B was conveyed to some degree about the dentist. That transported level of trust was sometimes sufficient for person B to select a dentist. But there was always a trust gap (Figure A).
People come into the selection of a dentist not trusting. They need authentication from someone else, many times more than one person, to make their choice. But still, there is a huge gap between zero trust and total trust. And that gap was filled by making a “gut decision.”
Figure A
With the advent of the internet, social networks, and rating systems, another element was added to close the trust gap. But information found on the internet could possibly be false, overhyped, or not fact-checked, not validated. Ratings seem helpful, but people realize ratings can be manipulated. Four and half Yelp stars could be because the dentist’s friends and family were prompted to give a high rating. Nevertheless, with social networks and rating data, it does help close the trust gap. But knowing the information could be dishonest or manipulated to try to produce a certain image of the dentist still left a large trust gap (Figure B).
Figure B
The elements closing the trust gap always contained a human element, whether word of mouth or the internet. Either word of mouth or the internet had the potential to be untrue, incorrect, unsubstantiated. Therefore, the data could be worked to portray a particular picture which in fact might not be accurate. Crossing the last part of the trust gap was still based on a gut decision.
Today, there is a disruptive technology that will totally alter and close the trust gap. It is called Blockchain. The level of information (data) will have the highest level of integrity. The data cannot be manipulated. The data eliminates direct human dependency on its accuracy. Blockchain will present information that is whole, complete, unbroken — fully trustworthy.
Figure C
Along with artificial intelligence, in which machine learning is available; with cloud computing, Big Data, and newly invented algorithms; with evidence-based diagnostic and treatment-planning software; with the capacity to assess outcomes and value, Blockchain will completely alter the way people select a dentist. They will be able to fully trust the information in that the level of integrity is of the highest order.
I strongly suggest that you go to YouTube and search for Blockchain TED videos to begin to understand Blockchain. It will unequivocally change the face of dentistry and how people select a dentist (or dental group).
The higher level of integrity, the higher level of trust. The more trustworthy the information the speed of decision-making will be significantly increased. One source rather than multiple different sources, any one of which might not be true. With the higher level of integrity, hype and falsehoods disappear.
When a Blockchain presents which dentists do the best work — which dentists do the right thing, at the right time, at the right cost; when that information is fully trustworthy, the power of social networks and rating platforms will diminish. Dentist selection will be based on merit and not on anything else.
Blockchain ensures that the information about a dentist will be correct, accurate and true — and that will change everything.
— Marc
