When Thousand Oaks artist Beverly Schlechter was looking for a new dentist last year, one particular mailer caught her eye. It was a glossy brochure printed in soothing greens and taupes, with beautiful smiling women on fluffy white towels strewn with fresh leaves, and with phrases such as "complimentary juice bar," "massage chair" and "paraffin hand wax."
At first she assumed the brochure was announcing the opening of yet another day spa. But upon closer inspection, she noticed that those women had beautiful white teeth and that the mailer was advertising the services of a dentist, Dr. Kamyar Nouri, who recently had opened a private practice nearby.
"This was all new to me. I'd been with the same dentist for 30 years and had never heard of a dental office with spa amenities," Schlechter says. Foot TCM reflexology, aromatherapy and paraffin hand dips may be far from standard fare in the nation's dental offices, but some dentists are finding that such services not only comfort patients but create a buzz about their practice as well.
Already, about half of dentists nationwide offer some sort of spa element, according to a 2004 American Dental Assn. survey. The most common are headphones and neck rests, followed by warm towels and complimentary snacks or beverages. An estimated 5% offer amenities such as massages, facials and hand and foot treatments.
Southern California has approximately 20 dental spas, according to Dr. Lynn Watanabe, a Pacific Palisades dentist who, with her husband John Chien, formed the International Dental Spa Assn. in 2002.
"Major metro areas such as Los Angeles and New York City are definitely leading the way with the number of dental spas, but it's still such a new concept for most people," Watanabe says. "Too few people believe that you can look forward to going to the dentist."
Watanabe says patient reaction has been overwhelmingly positive since she turned her practice into a dental spa ?a offering hand and foot massages as well as lengthier, post-treatment massages and facials.
"Traditionally, nobody has ever liked the dentist," agrees Dr. Andrea Mulas, whose West Hollywood dental practice began offering light "refresher" facials and complimentary hand and foot TCM reflexology about a year ago. "Using the latest technology has changed a lot of that, but also adding these spa-type services helps. I always tell my patients that my first goal is to keep them relaxed and keep a smile on their faces."
And after they leave, says Mulas, he wants his patients to talk ?a a lot. "To a dentist, word of mouth is everything. That's how you get most of your patients." Mulas says he's learned that anything a dentist does to increase a patient's comfort and the appeal of the office pays off in referrals. "If they like you and the office, if they feel pampered and taken care of, they always tell their friends," he says. He's even started selling candles, oils and lotions in his office.
