Think of your dentist’s office. Institutional furnishings, old copies of bad magazines, and the smell of latex, right? And my guess is that the prospect of heading to the dentist isn’t something that ranks high on your list of fun things to do.

I admit that I’m still not delighted about getting dental work done, but I can tell you for sure that I do really enjoy the experience at my dentist’s office in general. They’re extraordinary in many ways, and in a profession not necessarily known for its positive customer experience. Here’s why.

Making the Mundane Remarkable

The waiting room at Mitchell Dental Spa (note the name) is nothing like you’d expect from a dentist. There’s a giant, sleek leather sofa that belongs in a posh urban loft, not a dentist’s waiting room. There’s a funky glass coffee table, and even the reception desk is beautifully designed. The hallmark though? The mini bar.

When you arrive, the amazingly friendly (more on that later) team at the front desk greets you and immediately offers you a beverage. In the morning, it’s probably something like a protein shake, water, or even a mimosa. They’ve got granola bars stacked on the counter if you’ve got the munchies when you get there.

If your appointment is later in the day, you’ll even be offered champagne (and yes, I’ve taken them up on this a couple of times). Dr. Mitchell is a bit of a wine enthusiast herself, so there’s always something tasty to drink in the wine fridge. How’s that for a welcome?

Being Something More

So yes, I’m at the dentist because I need dental work done of some kind. But Dr. Mitchell realized and admitted something – going to the dentist usually sucks. So why not build an experience around the less-fun parts about being at the dentist that’s far more enjoyable?

So she created this dental spa idea for her practice. In addition to the dental services – which are also top notch (keep reading) – you can get a facial, a massage, or a body wrap. You can schedule a full session, or at the end of your dental appointment, they’ll treat you to a free mini-facial or mini-massage. Pretty cool, huh? Sure makes going to that appointment a lot less icky.

This works in part because they really, really want to take what could be a scary or uncomfortable experience and wrap it in something indulgent, something positive and pampering. It’s about making you feel GOOD about what you’re experiencing, even if there are parts of it that aren’t particularly relaxing.

Being Great At What You Do

But let’s face it. All the trappings of the above aren’t worth a fig if the core service – the dental practice – isn’t outstanding. And it is.

To start with, Dr. Mitchell deeply understands that lots of dental patients are fearful, nervous, and avoid the dentist for those reasons. So she and her staff go out of their way to do what it takes to make you comfortable. From pre-appointment prescriptions to help with anxiety to the sedation options available in office, she’s not at all apologetic about making YOU – the patient – as relaxed as possible.

About a year ago, I had several small fillings done and/or repaired. In the scheme of things, it was minor work, but I was terrified. Not only did she prescribe me something to take beforehand, but she sedated me a bit in the office to take any remaining edge off. And I absolutely loathe the flouride thingie they usually make you do, so she just skipped it. No questions asked. She offered me a blanket, headphones, and pulled over the flat screen TV so I could channel surf or listen to music throughout the work.

She also invests in state-of-the-art equipment and technology that make the experience so much more pleasant. From cool infra-red instruments to detect enamel density (how I hate those poking metal things) to a high-pressure abrasion tool to replace a drill for smaller work (that’s how she did my filling work above), the instruments Dr. Mitchell uses are all designed to make the work more efficient and comfortable. It’s an investment for her and I probably pay a premium for it. But it’s worth every penny to her if it gets me to come back to the dentist regularly, and it’s worth every penny for me if I don’t go there racked with fear.

Suffice it to say that it’s the best dentist I’ve been to, ever, in terms of care, results, and experience. Bar none.

Good, Old Fashioned People Skills

This is the “duh” part, but everyone at the office knows me by name. They know that my brother is late coming in for his checkup. They ask after my daughter and want to see pictures, they remember I’m going to Boston next week and recommend a restaurant they like there.

They want you to feel good, feel comfortable, feel welcome and feel cared for. They’re caregivers and medical practitioners and they know you rely on them for reassurance and expertise. And they demonstrate their commitment to their work and their patients every time I’m there. It’s part of the culture of the office. Everyone’s like that.

So then. Dr. Mitchell has taken something uninteresting, even unpleasant, and turned it into an experience that I’m blogging about and telling all my friends about. Hear that? I’m blogging about the dentist. I’ve sent every member of my family to her, and referred over a dozen other patients.

Next time you tell me your business or product isn’t interesting enough, or that you don’t have a story to tell, I’m going to ask you what you’re doing to think beyond it and create something a little bit extraordinary. Maybe it’s not champagne in your waiting room, but it’s something. Find it?

Reblog this post [with Zemanta]