“…Furthermore, it is not due to lack of impact, as dental fear has demonstrable impacts on public health. As summarized by the US Surgeon General’s report (US Department of Health and Human Services 2000, p. iii), dental fear leads to “needless pain and suffering, causing devastating complications to an individual’s well-being, with financial and social costs that significantly diminish quality of life and burden American society.” Finally, it is not due to competing evidence-based standard practice, as standard treatment involves receiving intravenous (IV) sedation or anxiolytics (e.g., Milgrom et al 2013), both of which are contraindicated because they do nothing to reduce subsequent anxiety or treatment avoidance (e.g., Wannemueller et al 2011), lead to continued dental health problems (Jöhren et al 2000; Thom et al 2000; Raadal 2013), and perpetuate a pattern of patient fear → avoidance → dental problems. Clearly, the challenge at present is not how to treat dental fear to reduce the financial and human suffering burden to public health but how to disseminate and implement EBIs in a way that recognizes the rewards and barriers in the US health care system.…”