Elevating Dentistry: How Hospitality Can Transform Your Dental Practice
In an era where dental services have become increasingly standardized, a dental practice must become a beacon of distinction. At our practice, we offer more than just dental care; we provide an elevated level of hospitality and service inspired by the philosophies of renowned restaurateur and author Danny Meyer. We draw inspiration from his “Enlightened Hospitality” mindset. Just as he believes that exceptional dining experiences go beyond the food and extend to the service, we believe the same principle applies to dental care.
During the initial shutdown of the pandemic, the owner of our practice invited me to read the New York Times bestselling book Setting the Table by Danny Meyer. Setting the Table articulates business principles that can be applied to many businesses outside restaurants while clearly distinguishing between service and hospitality. With a background in hospitality and a passion for all things fine dining and hotels, I was intrigued. With nothing but time, I sped through the book and was eager to see how our dental practice could implement these same principles into our day-to-day operations.
Throughout the next couple of years, we began to prioritize the act of hospitality in addition to our well-established routine of excellent customer service. The motto of our practice quickly became “A hospitality business that happens to do dentistry.”
In this article, I’ll explore the definition of hospitality and how it can relate to dentistry and show you five ways to apply Enlightened Hospitality to your practice.
What Is Elevated Hospitality in Dentistry?
Traditionally, hospitality refers to guests, visitors, or strangers’ friendly and generous reception and entertainment. It encompasses the act of welcoming, hosting, and providing services or accommodations to ensure the comfort and satisfaction of guests.
In a broader sense, hospitality extends beyond tangible services to include warmth, kindness, and attentiveness in interactions with others.
At first glance, the connection between dentistry and hospitality may seem tenuous. After all, one deals with dental procedures, while the other focuses on service and accommodation. However, when we delve deeper, parallels emerge that highlight the transformative power of embracing dentistry as a hospitality business.
In a dental practice infused with Enlightened Hospitality, every touchpoint becomes an opportunity to create a positive impression and leave every patient feeling special.
Ways to Apply Elevated Hospitality in Your Dental Practice
Create a Welcoming Environment
Just as a warm greeting sets the tone for a memorable dining experience, creating a welcoming atmosphere for your patients is vital. A visit to the dentist can be anxiety-inducing for many, and by fostering a welcoming environment, you aim to alleviate those concerns and make each patient feel valued and at ease.
Always strive to greet your patients with genuine smiles and a friendly demeanor – if you can greet them by name, even better!
Beyond a warm welcome, consider taking a closer look at what patients see when they enter your practice. When was the last time the landscaping was refreshed? Or the last time the entryway was deep cleaned? Is the entryway clear of dust and debris? Does the waiting area offer soothing music and a calming scent?
Going the extra mile to provide a comfortable and aesthetically pleasing environment will demonstrate your commitment to excellence in every facet of your practice.
Attention to Detail
Attention to detail is paramount in the traditional world of hospitality. Similarly, in dentistry, every aspect of patient care matters. From the cleanliness of your facility to the comfort of your dental chairs, meticulous attention to every detail is crucial to ensure that your patients feel valued and properly cared for throughout their visit. Elevating your attention to detail may include remembering a milestone birthday or event, asking about families and pets, and remembering their favorite sports teams.
Finding something in common with your patients is an effortless way to connect with them and show you care! Honoring requests such as a hygienist’s preference or their need to have a blanket offered before a procedure can also leave a patient feeling like they are a priority.
Consistency and Professionalism
Just as patrons expect consistency in service when dining at their favorite restaurant, patients expect consistent and professional care. From scheduling appointments, explaining treatment options, or performing procedures, striving for consistency in every interaction will create a comforting environment where patients learn what to expect during their visit.
Staying on time is a great way to set yourself apart; everyone’s time is valuable, and by being punctual, you are showing the patient that their time is just as valuable as yours.
Speaking clearly and with a smile is one of the simplest ways to show professionalism; if in person, make every effort to make eye contact, and if on the phone, minimize distractions around you so you can give your full attention. Aim to use proper grammar and diction – avoiding casual phrasing such as “uh-huh” and “yep.”
Informed Staff
In the hospitality industry, knowledgeable staff can enhance the dining experience by providing valuable recommendations and insights. Similarly, a well-informed dental team should be ready and equipped to address any questions or concerns that patients may have regarding their oral health. By staying conscious of the latest advancements in dentistry and continuously expanding your knowledge base, you can empower your staff to provide informed guidance and personalized care tailored to each patient’s needs.
You may consider cross-training your front office team and the clinical team. Allowing each department to learn the roles of one another will empower the team to confidently help patients in all aspects of their care. Use team meetings to discuss evolving dental topics or provide a quick CE course. If you haven’t already, I highly suggest utilizing the full spectrum of resources AADOM offers as an invaluable opportunity for continuous learning.
Top-Notch Care
A commitment to providing top-notch care that exceeds patients’ expectations can set you apart in this new era of dentistry. Just as a five-star restaurant aims to delight diners with exceptional cuisine, you can aspire to delight your patients with exemplary dental care. Whether through innovative treatments, compassionate chairside manner, or post-treatment follow-up, prioritizing the well-being and satisfaction of your patients will not go unnoticed. It is great to have happy patients, but raving fans are patients who will spread the word about your top-notch care.
By embracing the principles of hospitality and incorporating them into every aspect of your practice, you can redefine the patient experience and set a new standard for excellence in dental care. From creating a welcoming environment to delivering top-notch care with attention to detail and professionalism, you will ensure that each patient feels valued, respected, and cared for at every step.
In closing, I’ll leave you with this quote from Danny Meyer:
“If you feel like I am on your side, hospitality is present. If you think I did something for you, hospitality is present. If you think I’m customizing your experience, hospitality is present.
We believe how you make people feel is what they remember more than anything”.
(Rafie, Rooz. 2017, April 28. The art of hospitality by Danny Meyer, Union Square Hospitality Group. YouTube. https://www.youtube.com/watch?v=OblQXejHts8)
About the Author
Kate Ross, FAADOM
Kate graduated from Appalachian State University and is currently the Office Manager at Gillespie Dental Associates in Asheville, NC. She has spent the last 12 years eagerly pursuing her career in dentistry. She’s been a member of AADOM since 2020 and is on track to receive her MAADOM in 2024. In addition to her professional accomplishments, Kate takes pride in being a loving mother to her two grown children.
