Speaking regularly with pediatric dentists throughout the United States and Canada, we are often told that they prefer to receive patient referrals from pediatricians rather than from general dentists. The reason, they say, is that general dentists tend to refer the “difficult” children and keep the easy ones. On the other hand, pediatricians, of course, refer all dental patients.

Unlike a general dentist, whose Web site is devoted exclusively to the needs of patients, a dental specialist needs to take into account the referring dentists or physicians who might visit. Thus, you really need a section devoted exclusively to other health care professionals.