What does evidence-rich response material look like for dental patients evaluating a practice? A substantial collection of materials that addresses every component of the patient's problem and every reason they responded, with enough volume and depth that the patient feels they have been given a serious answer rather than a brochure. The pile of evidence may include the doctor's professional biography and credentials, treatment-specific education in plain language, before-and-after case examples with photographs, patient testimonials in written and video form, third-party press coverage if any exists, an authored book where one is available, fee range guidance, office policy documentation, financing option [...]