I don’t know if you all have been
reading my posts for a long time, but I used to give you book and movie
reviews.
I haven’t seen a movie in a real
theater for a long time, but my kids wanted to see “Jurassic World,” so I relented. (We go to the dollar theater all the time, but
that doesn't count, because all those movies are already out on video.)
The movie was fantastic, by the
way. While waiting for the movie to start, we saw a trailer for “The Martian.” It
looked good, so I borrowed the book (can you see a cheap theme in my life?), and
I just finished it yesterday. Other than some slow parts in the middle, I
thought the book was very good.
But what amazes me is that this
was the author’s first novel, and the funny thing was that he initially was
giving it away for free on his website after several publishers rejected him. One
of the author’s friends said that the website download was too slow, so he put it
on Amazon for the lowest price it would allow: 99 cents. Shortly after,
he sold a bunch of copies at 99 cents each, and publishers started to
notice. Next thing he knew, he had a book deal and a movie deal!
The movie comes out on Oct. 15. I am
looking forward to 10 weeks after that, so I can see it at the dollar theater.
Anyway, to the topic de jour:
I have a 75-year-old patient.
My father did a full mouth reconstruction on her about 14 years ago.
Today she came in with No.10
broken off at the gumline. I told her that we can save the crown if the
margins are intact. But first we would have to do a root canal and a post and
reverse core.
She then got that confused look on
her face. She said, “I thought your dad told me that this work was
permanent.”
Hmmm… I was blown away by this. I
was shocked that someone would think that dental work could be equated with
forever. I was put into a position to talk to her about the difference
between “permanent” cement and “guaranteed for life.”
But this might be a great forum to
talk about what to do when something fails. Man, this is a tough one, and I
know that we are all different when it comes to this topic. We all have
different philosophies when it comes to running a business. And, yes, this
definitely falls in line with how we run our businesses.
I know some of you are
the strict type. You run your practice like it is a business (that’s funny
to type). Everything is black and white. The fee is the fee, and if you don’t
like it, then you can go somewhere else. You say things like, “This
is our policy.”
I, on the other hand, don’t do
anything by the book.
I don’t run my practice like a
business. And, what I mean is, I am very loosey-goosey about policy,
because to me it’s more about the relationship than it is about sticking to the
policy.
On a side note, this is a business model; it just doesn’t always
look like you’re running your practice like a “business.” Am I making sense? Because
I give stuff away like crazy and my business is flourishing.
I am a very aware consumer. I go
into a place and I think about what the ownership is trying to do. Is the staff
friendly? Do they care about me or about themselves? How is the product? How is
the execution? How do I feel when I am paying? Do I feel ripped off? Do I feel
happy about giving them my money? Will I tell my friends about this
place?
And the question that I always ask
myself (and what all your patients are asking themselves) is: Will I come back?
All of these questions are
running through my mind when I think about the way in which I run my
business.
I want people to like my place. I
want people to feel like family when they come in. (We take photos of everyone
when they come in so the next time we see them, we can greet them and call
them by name.) I want them to not feel ripped off (even though dentistry is
expensive). I want them to tell people about us and I want them to come
back.
So what do you do when a person who
has been in your practice for 15 years breaks something that is 14 years old
and says, “But I thought this was permanent?”
For me, it is to try to make the
patient feel heard, try to educate her, try to make her take some ownership
of it, and try to make her feel not ripped off.
My loose policy on my work is that
most of it is guaranteed.
I think that I have told
you this before, but if any composite restoration fails within five years,
I do it again for free (I fully expect them to last for 15 to 25 years.)
Now crowns are a different story. I
think crowns should last a long time, more than 20 years. I usually will do
crowns again for free if something fails within seven years. (Oh, my lab will
also do it again for free, too. He also has a replacement policy). Between
seven and 10 years, I will usually do it over for half price.
I know this might sound crazy, but
I rarely do things for free. I will usually do one crown a year for half price
(and sometimes less than that).
Things don’t really fail.
I am not saying that I am all that. I am just saying that materials have gotten
pretty idiot-proof and very strong.
But when they do fail, I just do
it again. It’s the price of doing business.
I run my practice like a business—but
it is my business.
I sat the elderly patient who thought
the work was permanent/forever and educated her on what those words mean (and I
also told her “nice try”). We talked a bit more about how I was going to
try to be conservative and save her some money, and we did the work. She was
heard, she understood what we were doing, she was comfortable moving
forward, and hopefully she was happy with the work and OK with paying the
fee.
Now that is a business model that
will be permanent and hopefully it will last forever (see how I did that... bringing
it around full circle?).
How do you handle work that
breaks? Do your patients think your work will last forever? Let
me know your stories.
Have a great day,
John Gammichia, DMD, FAGD