Addressing the Marketplace Mentality and Improving Professionalism in Dental Education: Response to Richard Masella’s “Renewing Professionalism in Dental

Abstract: Richard Masella has written a very thought-provoking article that makes many excellent arguments regarding critical issues about professionalism in dental education. Rather than focus on minor points of contention, this response to his article highlights two main areas for further discussion. The first is the impact of the “marketplace ” mentality and how there needs to be a balance between fiscal responsibility and ethical and professional responsibility. Changes in language are suggested as a starting point. Instead of using the term “productivity ” to describe the goal, we need to focus on the process of behaving ethi-cally, effectively, and efficiently in the provision of care to patients as well as in general professional behavior. The second major emphasis is on recommendations for improving the ethical climate of the dental college community and the teaching, exhibition, and celebration of professionalism. Included in this area are discussions of white coat ceremonies and honor codes, as well as the importance of recognizing the impact of the hidden curriculum in dental ethical education. Masella has made a major contribu-tion by bringing forth strong arguments for discussing whether dental education truly is committed to teaching professionalism in a way that has meaning and impact rather than simply complying with accreditation standards. While there are certainly several points that appear to be speculative and could be debated in Masella’s article, he has provided a valuable catalyst for discussio