It should not come as a shock to most of us that many people do not consider a trip to the dentist as their idea of a good time. From the patients' perspective, there is that unmistakable dental office smell, the shrill whine of the drill, and chrome-plated picks and syringes. Not exactly the picture of relaxation.
But a number of years ago, our practice envisioned a different world — one in which a visit to the dentist is relaxing, pampering ... a treat. Would people actually look forward to getting their regular checkups then? Would they go ahead and get that Hollywood smile they always wanted? We discovered the answer is a resounding "yes"!
As we realized how quickly our patients embraced the initial pampering changes in our practice, we focused on making the dental visit even more stress-free, restful, and, yes, even enjoyable. We wanted the treatment to be so pleasant, so antithetical to what the average person expects from a dental visit that it actually creates an army of ambassadors and raving fans. We wanted patients not only to love their new smile, but actually enjoy the process of getting it.
What does the trend involve?
One of the most important services we offer patients is our on-staff massage therapist. Therapeutic massage not only helps patients relax and reduce anxiety, but also provides many other important health benefits. It relaxes the nervous system and increases blood circulation and joint flexibility. The psychological benefits of massage can include an improved sense of well-being, reduced stress and anxiety, and increased body awareness — all so important for overall health.
For the most part, our business model calls for offering this support therapy to patients on a complimentary basis as opposed to creating a separate profit center. We located a full-time massage therapist who is not only certified in Swedish and deep tissue massage, but also neuromuscular therapy, with particular expertise in TMJ reflexology and myofascial release. These techniques have proven to be effective when treating the pain associated with TMD and its related headaches. In addition to shorter, complimentary sessions, our practice offers full sessions that last about an hour. These sessions focus on elimination of trigger points and tension in cervical and upper shoulder muscles, intraoral massage, and stretches to help increase mobility and range of motion. We offer these benefits to patients for a nominal fee.
What other amenities can be offered?
To help further ease patients' anxieties, we have taken a whole-office approach to creating a soothing, peaceful atmosphere. Unlike the typical sterile feel and smell of most dental offices, we have tried to create an ambiance reminiscent of a fine, upscale resort. The reception area is accented with comfortable furnishings, flowers, oil paintings, and a refreshment center with coffee, tea, bottled water, juice, and cookies fresh-baked on-site. This immediately tends to relax patients anticipating a dental visit. Instead of assistants in scrubs, cheerful dental concierges dressed in designer outfits greet patients by name. The gentler, softer tone and surroundings go a long way to calm patients' fears.
Last fall, our practice and team of 25+ moved into a new, 8,400-square-foot, Twelve Oaks-style mansion. The environment is carefully controlled, right down to the pervading scent of lavender and the soothing sound of waterfalls in the operatories. In the treatment areas, patients can have their teeth cleaned while receiving a warm paraffin hand-wax treatment, complete with heated mittens. Cosmetic dental treatments are performed in unique "Dental Zen Chairs," which send soothing sound waves from head to toe — with a complete spectrum of relaxing comforts from a warm neck pillow and cozy blanket, to headphones for listening to a favorite CD or flat-screen TVs to escape into a movie.
How do these amenities help us do better dentistry?
The relaxation amenities help with stress reduction. When people are scared, their blood pressure rises and the body produces more adrenalin. This affects the anesthetic, causing it to go through the patient's system more quickly and be less effective. Studies have shown that massage releases endorphins and lowers blood pressure. In other words, patients will need less anesthetic for the same numbing effect.
But this spa stuff only works in upscale, boutique practices, right?
Some may think that this spa-trend practice is just for an upscale, elective-dentistry practice; that it would not be accepted in a general practice, much less in a public setting. Dr. Larry Lawton, a dentist for the State of Washington Department of Social and Health Services (DSHS) residential facility for developmentally disabled patients, recently reported his findings in the DSHS facility. Before incorporating any spa dentistry techniques, Dr. Lawton noted that many patients were agitated during simple dental procedures. These patients required presedation, sedation, and manual restraint to undergo procedures safely. As a result, he found that about 30 percent of the patients were receiving sedation for dental work. Additionally, there were others who routinely required mechanical positioning devices. A number of patients also required presedation to be calm enough to be cared for safely in conjunction with the sedation and positioning devices. Dr. Lawton and his staff were looking for ways to reduce the use of chemical or mechanical restraints.
Massage therapy and other spa-like amenities seemed to provide a way to relieve anxiety and help calm the patients, thus decreasing the amount of chemical or mechanical restraints used during the dental procedure. Dr. Lawton described the incredible effect of the pampering on the DSHS patients: "As a result of using massage therapy during dental treatment, we have recorded a decrease in resistant behaviors and a more positive response to treatment. Presedations have been reduced to almost zero. The dosage for sedation has been reduced by one-third to one-half the amount used previously. Use of the mechanical positioning device also has been drastically reduced (again, to almost zero). Patients who are relaxed as a result of massage seem less resistant and more receptive to dental treatment. Recovery times for patients who do require sedation have been reduced as well," reported Dr. Lawton.
Like our office, Dr. Lawton also uses aromatherapy in the dental clinic to help patients feel more comfortable. Essential oils designed to have calming properties are diffused in the operatory for relaxation benefits. Oils with stimulating aromas are circulated in the recovery area to refresh patients after dental treatment. Certain vendors can custom-blend essential oils for you.
Whether in a cosmetic boutique or a public-health setting, massage therapy can include head and neck massage as well as hand or foot massage by a massage therapist. Depending on the state licensing requirements for massage therapists, if any, the dental staff can be trained in simple massage techniques to assist the massage therapist.
What about the cost?
We have found that the increased costs of adding spa-like amenities to our practice has more than paid for itself through happy patients and referrals. But all of these amenities should be undertaken conservatively so as not to distract from fulfilling the core competencies of your practice. If you want to create a more soothing environment, add amenities one at a time so you can gauge patient reaction. Just listen to how many times you hear your patients say "Ahhhh ..." The idea is for patients to hardly notice you doing their dentistry.
What will the dental office of the future look like?
Whether the term "spa dentistry" will be around years from now, no one knows. But the trend of making a visit to the dentist more pleasant will be more the standard than the exception in the dental practice of 2020. Taking a close look at statistics, our profession is begging for reform in this area. According to the American Dental Hygienists' Association, half the country does not even visit a dentist regularly. Many people who do visit a dentist regularly say they view it as a necessary evil. If dentists can convince just 10 percent more of the population to go to the dentist by making the visit a pleasant, pampering experience, it would make a huge impact on dental consumers and the dental profession.
Debra Gray King, DDS, FAACD
Dr. King is president of the Atlanta Center for Cosmetic Dentistry and a clinical instructor with The Hornbrook Group and PAC-Live. She is one of two women dentists to achieve fellowship status with the American Academy of Cosmetic Dentistry. Contact her at [email protected].
