Coupon Culture

Let's face it - we all love a great deal! How can we not? We've been programmed into thinking that we can and should get more for our money (especially in times of economic hardships). So...if our eyes light up at the thought of 40% off, do we actually start salivating when it's 75% off or more? *looks around furtively*

How have we come to this point, you ask? Coupons and discounts have been around since the 1800s and they appear to continually be on the rise with no signs of slowing. What started with a trend in the retail sector has made its ways into the service sector. From BOGOs ("Buy One Get Ones") at the grocery stores to discounts on spa treatments to (since it's appropriate to mention it here) dental services, coupons have made a large impact on both consumer spending habits and expectations.

With every barcode redeemed and every discount card swiped, large and small businesses are helping create a mindset of "less is more." A consumer now wants to not only save a dollar, but also reap the benefits of more quality and quantity from a service or product. Back in the day (think 17th century!), if I wanted to purchase livestock, I would assume that the less money I had to pay out, the less amazing my horse/pig/cow would be. Somewhere along the line, as the economy tipped, the payments dipped and the expectations slipped. There's no denying the evolution in this economic trend, however, when it comes to the medical sector, can we really place a monetary value on the service of health? 

When did visiting a dentist become a "nice-to-have" instead of a necessity? A large part of dental emergencies can be avoided through preventive care. However, my belief is that due to the following reasons, patients seek out dental work only when absolutely necessary: 1) There is a general fear of dentists; 2) There is a general fear of dentistry costing an arm & a leg; 3) There is a belief that dentistry is mostly an aesthetic luxury. The second and third points are especially crucial in understanding why dentists are advertising their services with coupons alongside other aesthetic procedures. Nowadays, when you receive a coupon booklet in the mail, you'll find at least one dentist advertising discounted prices.
How did dentistry become akin to laser hair removal and nail services??!  We don't see cardiologists or brain surgeons advertising their services in a Smart Saver booklet! Or if dentistry is viewed as an aesthetic luxury, how come we see more dentists advertising services over plastic surgeons (the ultimate form of medical artistry)?

We here at Smiles Northridge jumped straight into the coupon culture over a year ago when we signed up with a well-known coupon provider that offered a large database of potential patients. The coupon redemption rate for an "exam, x-ray and cleaning" package was over 95%, which is amazing! We also offered a discounted rate for repeat cleaning visits at our office to promote customer loyalty. The experience was truly eye-opening for us and it is, in fact, the reason why I write this today. Coupons are a wonderful way for new businesses to get exposure. Whether or not patients are retained and commit to treatment is something that can only be determined by the way your office staff and dentist treat the patients and address their immediate and long-term needs. If and when a dental office succumbs to the coupon culture, it is important to make the patient realize that dentistry is truly the most comfortable and inexpensive when it is a preventive practice. Oral hygiene education is a great way to create a dialogue with your patients and a great way to get them to trust you and see your office as more than just a service they can get with several coupons.

Great dentistry doesn't have to cost an arm and a leg, and on the flipside, it shouldn't only be obtained with a slew of coupons. You wouldn't dream of handing your medical doctor a coupon for a check-up! Dentists are qualified, trained, and highly-educated specialists in the realm of teeth and their time is just as valuable as any other medical professional's time. Smiles Northridge prides itself on giving our patients the utmost care and attention they deserve. We spend our time, energy and smiles on you, the patient, and in turn, we love to see the smiles back. Whether you save a buck or not, just always know...you're in good hands. :)




-Lar
www.smilesnorthridge.com
Smiles Northridge Rocks! yay!