DentaltownUK June 2018 - 6

howard speaks
column

The 'Retail Therapy' Experience
One of the most exciting things about being 55 years old is that I've lived half a freaking
century. Every rodeo I've seen now, I've seen it two or three times. When the VCR came out,
it was going to be "the end of movie theatres" ... but it wasn't. Then when DVDs came out,
it was going to mean the end of movie theatres ... but it wasn't. Every time I turn around,
someone's saying the movie theatre is going to die. They don't realize the importance of the
retail therapy experience-the innate desire to get out of the house, go out to eat, enjoy
yourself somewhere besides your own house.
It was easier for services like Redbox to kill Blockbuster Video not just because the latter
had limited hours and the former is available 24 hours a day, but also because Blockbuster
stores offered so little in the customer experience realm. The staff were so lame and limited
that renting a movie at a Blockbuster store was basically no different from getting a movie out
of a Redbox machine.

In contrast, when I go into million-dollar dental practices, the first thing I notice is how
magnetic the staff is. They're connecting with patients, who start experiencing those feel-good
chemicals in their brain-dopamine, serotonin, oxytocin. All the dental consultants I know
say that when they walk into an office, they can tell within two minutes whether it's just an
average practice. How? There's no excitement: When you walk in, it smells like a hospital and
sounds like a library.
Another example of how the lack of a retail experience effected major change: ATMs
and bank tellers. Banks are open what you may disparagingly call banker's hours, but they're
actually open longer than your typical dental office. (Dental office: 8 a.m. to 5 p.m. Monday
through Thursday. Bank: 9 a.m. to 6 p.m. Monday through Friday, plus Saturday morning.)
The ATM is open 168 hours every week, plus it offers the same customer experience that you'd
get walking up to most bank tellers, who are quiet and proper-"please enter your account
number"-and offer no relationship-building.

A retail experience in the dental office
How this could affect your dental practice: First off, who's answering your phones? When
potential patients call, are they greeted by the human equivalent of a Redbox or ATM?

by Howard Farran, DDS, MBA, publisher, Dentaltown magazine

6

JUNE 2018 // dentaltownuk.com



http://www.dentaltownuk.com

Table of Contents for the Digital Edition of DentaltownUK June 2018

Cover
Mike Gow
Howard Speaks
Continuing Education Update
Show Your Work: Upper Lateral Incisors
The Online Dentist
Message Boards: Should I Fill these Interproximal Lesions?
Cover story: Welcome to Prison
Time Out
Message Boards: I Hate Class III Composites
The Best Cure
DentaltownUK News
BACD News
Through the Keyhole: Dr. Carol Somerville Roberts
Students
Quiz
Wish List
DentaltownUK June 2018 - Cover
DentaltownUK June 2018 - Cover2
DentaltownUK June 2018 - 3
DentaltownUK June 2018 - 4
DentaltownUK June 2018 - Mike Gow
DentaltownUK June 2018 - Howard Speaks
DentaltownUK June 2018 - 7
DentaltownUK June 2018 - Continuing Education Update
DentaltownUK June 2018 - 9
DentaltownUK June 2018 - 10
DentaltownUK June 2018 - Show Your Work: Upper Lateral Incisors
DentaltownUK June 2018 - 12
DentaltownUK June 2018 - 13
DentaltownUK June 2018 - 14
DentaltownUK June 2018 - The Online Dentist
DentaltownUK June 2018 - 16
DentaltownUK June 2018 - Message Boards: Should I Fill these Interproximal Lesions?
DentaltownUK June 2018 - 18
DentaltownUK June 2018 - 19
DentaltownUK June 2018 - 20
DentaltownUK June 2018 - 21
DentaltownUK June 2018 - Cover story: Welcome to Prison
DentaltownUK June 2018 - 23
DentaltownUK June 2018 - 24
DentaltownUK June 2018 - 25
DentaltownUK June 2018 - 26
DentaltownUK June 2018 - Time Out
DentaltownUK June 2018 - 28
DentaltownUK June 2018 - 29
DentaltownUK June 2018 - Message Boards: I Hate Class III Composites
DentaltownUK June 2018 - 31
DentaltownUK June 2018 - 32
DentaltownUK June 2018 - 33
DentaltownUK June 2018 - 34
DentaltownUK June 2018 - 35
DentaltownUK June 2018 - The Best Cure
DentaltownUK June 2018 - 37
DentaltownUK June 2018 - 38
DentaltownUK June 2018 - 39
DentaltownUK June 2018 - 40
DentaltownUK June 2018 - DentaltownUK News
DentaltownUK June 2018 - 42
DentaltownUK June 2018 - BACD News
DentaltownUK June 2018 - 44
DentaltownUK June 2018 - Through the Keyhole: Dr. Carol Somerville Roberts
DentaltownUK June 2018 - 46
DentaltownUK June 2018 - 47
DentaltownUK June 2018 - 48
DentaltownUK June 2018 - 49
DentaltownUK June 2018 - Students
DentaltownUK June 2018 - 51
DentaltownUK June 2018 - Quiz
DentaltownUK June 2018 - 53
DentaltownUK June 2018 - Wish List
DentaltownUK June 2018 - 55
DentaltownUK June 2018 - 56
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