Had a really interesting conversation with a friend of mine. She had gone to a new dentist the day before and related her experiences to me. Turns out that there are a number of things that she could (should?) have done. She expected that. When she got there, she found that like most dentist's offices, this one works with more than one hygienist. My friend was surprised with how many hygienists that were working for one dentist. The patient first sees the hygienist. They'll clean your teeth and perform an examination of your choppers. Then a trip back out to the waiting room.
Next a call back into another private room and a quick visit from the dentist. The dentist will proceed to tell you any if anything needs urgent attention. Nothing unusual there. Maybe an extra trip to the waiting room, but nothing too significant. Your dentist probably works mostly the same way. But, here's where it started getting interesting.
The dentist suggested a couple of things that my friend might want to do. Then he left the room. Next the hygienist reviewed the options for each procedure with my friend. From the most expensive solution, down through the other choices until they got to the basic no-frills solution. Complete with visual aids in some cases! What was once a doctor-patient relationship has evolved (or devolved) into just another sales transaction.
As my friend was describing it to me we realized that the process was very much like going into a car dealership. First, the salesperson examines your needs. Then they present the different options (hoping that you'll want all the gee whiz features of the more expensive model). Next is a visit to the sales cubicles. Finally, they bring in a closer to seal the deal.
We couldn't help but laugh over the situation. Think about it. Most people dislike shopping for cars. All the high pressure tactics. And, many people that I know have a fear of the dentist. Something about drilling out parts of your body while you're still alive! Now my friend's dentist has managed to combine the two! What a daily double!
What I really wonder is does this dentist even know that's how his practice appears to the patient? Was it a step-by-step evolution? Where every step included just a little more sales effort and pressure? Or did he attend a conference and some expert told him how he could turn his practice from sleepy to super successful? In either case, I bet he doesn't know how his patients see his practice.
Now don't get me wrong. I'm under no illusions that he's probably making more money than...well...a less aggressive dentist. There's a reason that most car dealers are known for being relentless in attempting to close a sale. The reason is that it helps them make more money.
But, you have to wonder if it's worth the price. One poll I found showed that 56% of respondents thought that dentists displayed honest and ethical standards. Car salesmen ranked in last place at 8%! That poll was from 2001 (before some of the newer dental practice techniques became common). I can't help but wonder what a similar poll will look like in a few years.
Keep on Stretching those Dollars!
Gary
