Relax and say, “Ahhh”

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 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 -- 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 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 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.

Making ‘the experience less threatening’

Some dentists, such as Watanabe and Nouri, say their motives are purely patient comfort.

“The reason I did this is because I wanted people like Beverly or even the worse cases, the people who can barely make it into the office for cleanings, to be able to relax here,” says Nouri, a clinical instructor at USC School of Dentistry. “One of my new patients hasn’t been to the dentist for 15 years.”

Estimates vary but dental journal studies indicate that from 5% to 15% of the population avoids dental care because they are dentophobic (a real anxiety disorder, according to the Diagnostic and Statistical Manual of Mental Disorders). Dental journals are filled with studies on fear and how to calm patients.

Nouri says spa amenities probably won’t cure a true dental phobic. Some patients still have to take anxiety medication just to get their teeth cleaned, he admits. “But anything we can do to make the experience less threatening helps.”

Dr. Debra Gray King, an Atlanta dentist who has been featured on ABC’s “Extreme Makeover,” has been offering spa services since 1994. She has gone as far as piping special music out to the parking lot of her office, which is housed in a Twelve Oaks-style mansion.

King sees the dental spa concept as a good marriage between patient care and savvy marketing. “Last month I had a patient who came to me from Luxembourg,” she says. “When I first started out, it would drive me crazy because people would say they moved across town and I was too far away!”

But, she warns, dental spas don’t work if they’re all fluff. “The consumer still has to do a little research,” King says.

Patients should look into a dentist’s credentials and get references. The American Dental Assn. suggests asking family, friends, relatives and other trusted doctors for recommendations and then checking on the ADA website (www.ada.org) or the California Dental Assn. (www.cda.org) website to ensure that the dentist is an active member in good standing with professional groups. Once you narrow your dentist choices, you can also ask about the dentist’s training.

“What continuing education are they taking to ensure they’re doing the best dentistry? That’s the main thing. It doesn’t make sense if it’s all about the massage, and the doctor can’t perform the dentistry right,” King says.

Dr. Kimberly Harms, a spokeswoman for the American Dental Assn., recommends asking about the price of both the standard treatments and the extra amenities.

Mulas, Nouri and Watanabe say the added services are complimentary and their dentistry rates are competitive. (At Watanabe’s office, other spa services are also available for an additional charge before or after dental treatments.)

Some offices, however, may charge extra for spa services or have higher rates. “It’s not that you should look for the cheapest dentist necessarily, but you want to know if you’re paying extra for a massage or paraffin wax,” Harms says.

In the end, it’s the dentist that matters

Schlechter decided to visit Nouri’s office after talking with his assistant, Gabriela Ortega. “She took the time to talk to me about the office and the dentist. It didn’t seem like it was going to be your typical medical experience.”

When Schlechter arrived at the office, she wasn’t disappointed. Lavender aromatherapy had replaced the eugenol smell, the antiseptic trademark of so many dental offices. Everything from the glass bowl sinks to the frosted doors with pressed weeds looked more like a spa than a medical office.

Then came cleanings and fillings. Before each of four dental visits, Schlechter had her hands dipped in warm paraffin and was ushered to a deluxe dental chair outfitted with massage features. She chose from a selection of DVDs and put on drill noise-minimizing wireless headphones. She was given a warm neck pillow. A comfy sage-colored chenille throw was placed over her lap and the lights were dimmed.

“I was so surprised. I’ve never been able to completely relax at the dentist and now I really do,” she says.

The point is to get care in the most comfortable way possible, Harms says. “If going to a dental spa is going to get you in the chair, then by all means do it.” But, she says, even if the spa services bait you, the dentist should keep you coming back.

Schlechter agrees. At her recent teeth cleaning, she didn’t even bother with the paraffin, watch a movie or turn on the chair massage feature. “I still like the neck pillow. It sounds petty but that really helps. I guess the main thing now is that I trust the dentist,” she says.