General dental practitioners are used to taking a dental history and carrying out an examination. The history and examination invariably form the basis of the patient-dentist dialogue with regard to the treatment to be provided and the financial costs involved. The dialogue between patient and dentist is complex, and the importance of 'quality of life' for the patient is now emerging as a central focus of this dialogue. This paper explores the concept of 'quality of life'. In terms of oral health, and considers the potential of 'oral health-related quality of life' measures for general dental practice. Examples of their use in general dental practice are considered, in relation to marketing dental services, improving compliance in treatment plans, assessing the quality of care and improving communications between the patient and the dental team. Quality of life indicators are being used in the healthcare sector for commissioning, planning and evaluating services. In addition, primary care researchers are using these indicators as part of their evidence-based treatment approaches. As general dental practitioners become more involved in planning services and research, it is important they understand the impact of 'quality of life' indicators have on their treatment and practice management.