Earlier today I brought three of my children, ages 3, 5, and 7, to the dentist. We’ve been going to the same pediatric dentistry office since our oldest child turned 3 and was scheduled for his first “Happy Appointment!” (That’s the nickname the dental hygienists give to a toddler’s first experience at their office.)
From the moment the kids arrived, they were entertained by an oversized aquarium stocked with the cast from Finding Nemo. A raised platform surrounds the base of the aquarium in order for the really little kids to enjoy the same perspective as the bigger kids. As their appointments came up, each child was greeted in the reception area and escorted back to the roomy, well-lit patient examination area complete with electric chairs that go up and down, loads of stickers, pencils, and those plastic rings that kids can’t get enough of…
Today, all three kids had their teeth cleaned. During the cleanings, I heard the hygienists refer to each of their instruments by descriptive, kid-friendly names. For example, the bright overhead light was “Mr. Sunshine.” The suction straw was “Mr. Thirsty” and the high-pressure water jet was “Mr. Windy.”
Afterwards, all the little patients got to select their prizes and choose from a wide selection of themed toothbrushes, toothpaste, and floss ranging from dinosaurs and action figures for the boys to ponies and princesses for the girls.
During the appointment, I had a chance to ask one of the dentists how the current economy was impacting his practice. He said, “You know Steve, I’m really concerned. Only about half our patients are completely covered by dental insurance. The other half either don’t have insurance or the insurance they do have covers 50% or less of the cost of the visit. If the procedure is going to require much out-of-pocket expense, it’s easy for people to rationalize delaying a previously scheduled appointment by six to twelve months.”
I then asked another question that I felt I already knew the answer to: “So, you’re probably already seeing this sentiment reflected in your own business, right?” To my surprise, he said, “Well, actually no. But we’re sure worried about it.”
In reflecting on that conversation, I realize why I shouldn’t be surprised that his practice is still prospering in spite of the economy. Did I mention how memorable the visits were for the kids? Everything from the fish to the floss is geared toward making positive memories for the kids.
These memories not only fuel a desire to brush well and return to the dentist regularly. As it turns out, they also insulate the practice from the negative effects of a sluggish economy we’ll call “Mr. Grumpy Pants.”
