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 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!
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 experience a
visit to his office.
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
<
http://www.strangecosmos.com/content/item/3760.html> that 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.
how mny businesses are acting like this lately?