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!

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