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In The News
Chicago
A Different Kind of Dentistry
Comfort comes first when dentists revamp their offices
| By Kimberly Babcock
A visit to the dentist is a major stumbling block for nearly 20 percent of the American population who suffer from dental anxiety. This very real fear can prevent from making appointments and maintaining their dental health, which can mean they let small, preventable problems turn into major issues.
Did you ever stop to consider that perhaps the dentist's office itself is a major part of this problem? The scary sounds of the drills reverberating into the waiting room, the distinct smell of disinfectant that hits you the second you walk into the room, the stark white linoleum floors? By the time you get seated in the dentist's chair, you're stiff as a rock with worry. In answer to patients persisting fear, many dentists have begun seeking ways to make their patients feel more at ease in their offices-from how they look to what services they're offering. A study by the American Dental Association found that about 5 percent of dental practices even offer facials, pedicures or manicures.
Jessica T. Emery, DMD, realized this when she opened her own spa-like practice, Sugar Fix (A Dental Loft), in Roscoe Village last year.
"My mother is a dentist so I grew up around it, assisting and being in offices that were just so sterile, Dr. Emery says. "I realized early on that offices don't really need to be that way. You can create an environment people want to be in."
Sugar Fix's motto asks, "Smiling is contagious. Remember how happy you were as a child stepping into a candy store? Welcome to Sugar Fix." Decorated as cherry as a little girl's boudoir, Sugar Fix glitters with a crystal chandelier, antique mirror, pink walls, velvet couches and even a bowl of truffles at the receptionist table. Dr. Emery wanted to create a home-away-from-home and says, "We all enjoy the luxuries of life. As long as you brush your teeth you're OK."
Dr. Emery's luxury services extend past the cushy lobby. In addition to cleaning, whitening and brightening, she offers Botox and Rexylane treatments for her patients. To Dr. Emery, dentistry is about more than just drills and picks, it's an experience. She freely admits that her approach typifies the new move of spa dentistry being seen across the country.
Dr. William Cohen's Glenview office also steps outside the box of traditional dentistry. At his office, after being greeted by a "concierge" (instead of a receptionist), patients are led into exam rooms complete with massage chairs.
“Everyone loves it,” says Dr. Cohen, who’s been in practice 35 years. “We offer a beverage, a massage chair, a paraffin hand treatment. It’s all different now; dentistry is no longer gruesome like it was years ago.”
He’s even gone so far as to remove filing cabinets and charts to minimize the stereotypical dental office look.
“I’ve done everything to develop an office that’s very calming to the patients,” he says. Patients even don’t have to jolt at the thought of shots- at Dr. Cohen’s they’re given a computerized injection by a device called “The Wand.” No pain, all smiles.
Not All On Board
However, not everyone’s comfortable with the spa dentistry trend. Jennifer R. Moran-Ferguson, D.D.S, of Water Tower Dental Care, P.C. doesn’t believe in mixing teeth cleaning with pampering. “Spa dentistry is a passing fad thought up to distract patients from the discomfort. Although wonderful, comfortable dentistry is not supposed to be easy or flashy.” Comfort in Dr. Moran-Ferguson’s office translates to amenities such as aromatherapy, iPods and TiVo. She says her patients find this “special and enjoyable,” but that she’s more focused on establishing a relationship based on trust, not special services.
Nonetheless, spa dentistry has been building for the past few years-according to the International Dental Spa Association, there are more than 150 dental spas in the United States. Dr. Emery points out, “Why would anyone go to someone else that is just clinical, when you can get a better experience for the same price?” And in a time-crunched culture where everyone can use a little pampering wherever they can find it, Dr. Emery may have hit the sweet spot.
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