Open Wide and Relax -- Really!
From movies to massages -- pampering at the dentist's office is becoming more popular.
More Reasons to Say "Aaahhh..." continued...
Mark Tholen, DDS, attributes the interest in the spa model to a
growing desire to build customer confidence. "If people walk into an office
that is of high design and very aesthetically pleasing, they are going to have
a higher level of trust than if they walk into a little Jack-in-the-box-type of
place," he says.
The dental trade has become more competitive in recent years,
especially with the general improvements in public oral health. With fewer
people being treated for tooth or gum disease and greater consumer demand to
look and feel good, dentists have turned to cosmetic services, high-tech
equipment, and enhanced customer service to keep business flowing.
It's not unusual, for instance, for a dentist to sit down with
a patient in a beautifully decorated consultation room with a 19-inch TV
monitor displaying a digital image of what the patient would look like if she
decided to surgically alter some part of her mouth.
It is also not unheard of to have a dentist share space with
another professional, such as a massage therapist or a plastic surgeon, and
have patients use the services of each during one visit.
The American Dental Association is aware of boutique clinics,
but has not issued an official statement on the topic.
One of the group's consumer advisers, Kimberly Harms, DDS, says
the ADA's primary concern is that patients get the best oral healthcare
possible. As long as the professionals involved are appropriately licensed, and
everyone adheres to local and regional laws, the ADA sees no problem with it,
and leaves such decisions to the individual dentist.
Harms should know. She is Susan Barnes' dentist, and since the
installation of spa-like features in her office, business has tripled. She has
been practicing this type of dentistry for almost a decade, however, and
hesitantly admits to being ahead of the curve. "I just thought of how I
would want to be treated as a patient," she says.
When asked whether the cost of spa-like services affects her
dental fees, Harms says her family keeps up the office and gardens so there has
not been much overhead to pass along to patients. Her situation may be unique,
she confesses, adding that, "Typically, you get what you pay for."
At some new boutique dental offices, that may mean a foot
massage during a cleaning, a consultation with a plastic surgeon about getting
Botox injections, cookies and a smile to go.