Gimme All Your Money & I'll Show You the Door!

"I AM MORE THAN JUST A NUMBER!"

Chant that to yourself 10 times as you stand in a line the next time!

Well...I'm not here to gripe about standing in lines when they're necessary, but bear with me as I explain. I was standing in line at the cutting table of a fabric store and as it was my turn, I stepped up to the table, dropped off my stuff, smiled and said, "Two yards of each, please," only to be confronted by a, "Did you pull a number?" Trying to hide my scorn, I looked to my left and realized that I was supposed to pull a number from the ticket dispenser...and when I realized that no one was actually behind me in line and that I didn't really NEED to pull a number, I broke out into a classic existential mental monologue moment (hereafter referred to as EMMM, if I ever remember to use this acronym again anywhere!):   Am I just a number in life? A number to a business? One out of billions? Who am I? What am I? Where am I?  (Ok, Ok, so it didn't get quite THAT far! *self snicker*)


I started to think about individuality not only on a micro level (personal), but also on a macro level (business/life). The more we immerse ourselves into a globalized sense of transparency, the more we become obsessed with the concept of numbers. Dollars. Statistics. Site hits. Enrollees. Viewers. Kids. Followers.  I've got more. You've got more. They've got more. Dare I call it a societal perversion? Well, whatever you choose to call it, it's not just apparent in the business world, it's prevalent. And the downside is that if you're not thinking in terms of the numbers game in some shape or form, you may potentially be left behind to inhale the dust of those already on the fast track. But, just because you jumped off a cliff, does that mean I/we should??

Here's the thing: in the business world (speaking in terms of capitalism), you've got a fairly cut & dry path to take for success. You can differentiate your business by appealing to the mass market and keeping your prices close to cost (quantity), or you can differentiate your business by appealing to a niche segment & offering a more unique experience/product (quality). It sounds fairly black or white, right? Well, what about the various service industries such as the medical and dental ones that can almost predominantly operate in the grey zone? Grey practically sounds "mediocre" here, but my point was that because there are a plethora of such professionals, it gets harder and harder to differentiate oneself with the black vs. white categorization. Instead, what a patient gets hit with are medical professionals who charge the big bucks for a non-unique, non-personal and oftentimes sub-par experience. They may get success in the short run, but in the long run...I consider this to be the grey zone.

But, isn't it just a case of HMO vs. PPO, you ask? Well, it's true that more often than not, you know that with an HMO plan your medical professionals will adhere more to the quantity over quality ideology. Yet, it's almost equally the case that a PPO doctor will seek a similar ideology of quantity, though trying to maintain the quality. Inevitably, one of the two points will suffer...

So, coming from where I work (Smiles Northridge) as a PPO provider, I'll be the first to tell you that we're in a pickle to try and incorporate both! Our business model tries to integrate the opposite of what I described above; thus, we strive to provide the boutique/unique experience/family environment (the quality) and couple it with the affordable prices usually seen with HMO providers...in the hopes that, over time, the unique differentiation and the low price combination will translate into long-term and loyal patients in quantity. It seems like a natural or even easy fit, but it's honestly a difficult (yet hopefully rewarding!) feat. Can it even be done without it becoming a negative cycle or are we crazy? Should I call my good ol' business school marketing professors about this one??

The bottom line (juicy puns are my thing) is that it's a tricky business when you tie a numbers game to something so important as your health, because as a patient, you may find yourself wondering if the ultimate monetary motives of certain offices will cheat you of an experience you deserve. Whether an office is quantity-focused or quality-focused, you may still find yourself wondering what part of the number scale of importance you, as an individual, fall on. And with the economic downturn wreaking such havoc, it's more often the case that you  feel milked dry now (as a patient) in order to make up for someone's overhead cost increases. It feels like...I can almost hear it now in a distant haze...someone behind a counter telling me, "Gimme all your money and I'll show you the door."


*shudders*

- LH




www.smilesnorthridge.com
An office that cares! :)

First Impressions

Ahhhhh, where would we be without "first impressions", the finest of all cliche statements?!

Well, we'd be taking every situation into account as a unique experience with no preconceived notions and with no repercussions on future impressions. But, we're human, right (*pokes herself to check for any wiring beneath the flesh unbeknownst to her*)? Sooo... scratch that thought and place it in your "Fantasy" bucket!

First impressions actually help us ease into an unknown situation by keeping our guards up and our "alert" functions on HIGH. The judgments we place upon a moment, person, place or thing (etc. ad nausea) are inherent walls of defense. And as any human would agree, a future of unknowns can be scary and tricky, thus requiring us to find ways to alleviate our concerns by keeping our "first moments" in check. So, we place the onus on the situation or person we are judging with our first impressions.  Because every human being subjects his/herself to first impressions and carries it in a backpack full of memories, it is the responsibility of the judged party to create positive moments if the desired effect is indeed to leave a great impact on said human's convolutions. Especially where the internet is concerned...virtually every one has access to the reviews of other people's first impressions. The customer isn't only king, he/she is a savvy digital maven!

(I'll stop acting like an alien now, addressing humans in the third person!) 

++++

I remember my first experiences with the dentist when I was a wee tot. I, unfortunately, cannot remember the name of the dentist...but, I do remember a room with a huge (size perspective is interesting when you're a child) built-in cabinet with little drawers. Behind each drawer was a gift, hidden and waiting eagerly to be chosen. As I'd jump out of the dental chair and rush to the room, I could greedily hear them all whispering my name. It was my very own game of chance - Deal or No Deal minus the scantily-clad models and monetary reward, if you will. 

But aside from the toys, what I DO remember is how I FELT in the dental chair. Nevermind that I'm utterly squeamish when it comes to blood and needles and general medical "tools", I somehow felt comfortable in the same seat where grown adults would sit trembling. I didn't know meditation at the time, I could comprehend enough of procedures to be done in my mouth to actually be scared, and yet, I still wasn't. The dentist would tell me to raise my hand or open my eyes real wide if I ever felt pain. I remember how comforting he was and how attentive he was to my needs as a child. Though I don't remember his name, I am extremely grateful that he afforded me the positive and pain-free experiences in the dental chair that has helped shape me both as a patient and as a business manager for Smiles Northridge. When I see teenagers or adults walk into our office for the first time with a look of fear on their face because of a past terrible experience with the dentist, I cringe. I listen to stories upon stories of children being strapped down, patients being worked on without the mouth fully numb, office managers who bait & switched patients, treatments being forced, and a plethora of other experiences that are worthy of being called "bad first impressions."  It boggles my mind! Dentists and other medical professionals have a commitment to their patients to provide the best possible care; but, in addition to that, it is important to LISTEN to your patients. Listen to their needs, listen to their feedback, listen to their concerns and then ADDRESS them in a timely and genuine manner. Because after all if first impressions are inevitable and if first impressions are king, wouldn't you want to make sure your patients leave with a smile, wanting to come back for their next visit?  It's a commitment not only to your office's success, but also to the future of how patients will perceive dentists. Dentists shouldn't be considered money-grubbing, power-hungry sadists (pain - get it?!) only concerned about short term quotas...  they should be considered those friendly folks who sit you down to say "Aaaaah", get you OUT of pain, and put a smile on your face.

:)

-LH

www.smilesnorthridge.com
gentle, affordable, cosmetic dentistry by Dr. Tsolair Hovsepian