Is
This a Dentist's Office or a Tooth Spa?
~21st Century Dental Makes Dentistry a Luxurious Experience
If a tooth ever needed liposuction, 21st Century Dental would be the
first to offer it in DFW. That's because this practice is committed to
providing the highest quality cosmetic dentistry in the most plush and
relaxing of settings. Patients entering 21st Century Dental are instantly
breezed by a calm and curiosity.
This effect happens by design. Dr. Kent Smith hired Jason Fallis with
Structures and Interiors and the architecture firm of Sher Dye and Associates
to craft a calming spa-like setting where the newest technology nestles
among commissioned artwork with pleasant aromas and sounds.
In moments, it's easy to see that the doctors here are a bit obsessive...
And, in this case, it's a good thing. "OK, we are obsessive on comfort,"
quotes Dr. Kent Smith. "We spare no expense in making our patients
comfortable, and we provide the newest procedures to ensure a relaxing
experience.
For example, DIAGNOdent -a laser-based diagnostic tool- has been recently
approved by the FDA to spot tooth decay. It eliminates the sharp pick
of yesteryear. Dentists used to have to ask, 'Is this a sticky spot?'
This laser eliminates guesswork. We also use lasers as a time saver to
the patient because they considerably reduce the curing time of a composite.
Digital radiography reduces radiation exposure from 80 to 90 percent
over traditional X-ray imagery and provides a full-screen view as opposed
to a tiny X-ray image."
What is the most pain-relieving aspect of modern dentistry? "Air
abrasion technology eliminates the drill with all its noise and discomfort,"
states Dr. Jeff Roy. "Air abrasion uses aluminum oxide particles
in tiny blasts that gently remove decay. This produces a micro-etching
effect which is then laser-bonded with tooth matching composites."
Pleasure-based dentistry consists of more than great technology. Patients
are pampered to the hilt with fresh Otis Spunkmeyer cookies, scented candles,
a soothing saltwater reef aquarium and a visionary commissioned fresco
that includes a dental puzzle within as well as an illustration of 21st
Century Dental's vision. Only current publications stock their reading
bins and patients can learn more about new cosmetic procedures via a high-resolution
monitor.
After the patient is brought back to the treatment area, they are given
many diversions to put them even more at ease-like massage chairs which
the patients control themselves. They can also bring movies either on
tape or DVD. Music is also provided with the patients using their own
CDs or making choices from a selection.
But the best of all office settings won't make up for a staff that isn't
happy. For that reason the staff are provided weekly massages and have
perhaps the nicest lounge in the Metroplex. "Pampering the pamperers
is essential if we all are going to maintain the service levels we provide.
It doesn't matter how nice our office looks and smells if people working
here aren't happy," quips Dr. Smith. "We want everyone to have
the finest office experience available-both patients and staff."
This kind of management style really pays off in loyalty and output.
"Kelly Habben, our office administrator, is the backbone of our office
and keeps me free to work with my patients. It's amazing what she has
accomplished. Getting this new location built was difficult and she handled
everything like a construction superintendent." This high-touch/high-tech
approach to dentistry has been very successful.
Patient referrals are what make up the bulk of new clients, 21st Century
Dental has approximately 400 Microsoft patients and about the same number
of Verizon (GTE) patients. "We are obsessive with being the best
and that has led to fiercely loyal patients who refer their coworkers.
The best always strive to be better," states Dr. Jeff Roy.
Why is 21st Century Dental so successful? Because a patient enters the
foyer, is instantly relaxed by a peaceful, beautiful atmosphere and is
escorted by a staff member who just received their weekly massage to a
treatment room where their teeth are visible in color radiographic form
on a television monitor. A massage chair is humming, cookies are baking,
their favorite entertainment medium is playing and many of the procedures
involve no drilling. And the coolest sci-fi imaging gadgets are employed
to let the patient observe the current state of their mouth and how it
could look after cosmetic dental treatment.
It's pretty simple, really. Patients come here because they know they
will relax, have the most current high- tech treatments for basic and
cosmetic dentistry and be treated like royalty. It really is a tooth spa.
Reprinted with permission: Doctor of Dentistry, September 2000.
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