I had an eye-opening experience a while ago while traveling for business. I fly a lot, usually in Business Class, and do most of my travel with one airline where I have earned a number of perks for my frequent flyer status. I receive upgrades, use the priority ticket lane, I get priority seat selection, and so on. Most of all, I am always treated warmly and respectfully by the airline's staff and crew, who address me by name with a smile and seem genuinely concerned for my comfort. It makes the flying experience about as enjoyable as it can be nowadays.

Then, for one flight, my only option was to use a different carrier. I had not earned any status with them and the only available seats were in coach. The difference was so profound it was startling. It wasn't just the long check-in line, or the baggage fees, or the cramped seating. It was also the difference in the level of interest I felt I was receiving. They were efficient, but impersonal. I felt like I was being processed as cargo. For all I know, the Business Class experience with this airline is every bit as good as what I am accustomed to, but I don't think I'll ever find out. The experience I had on that flight has soured me on that company.

I think this is a reminder that although you have patients who participate at different levels in the practice, everyone who walks through the door should be given the finest experience you can provide. A last-minute emergency patient should feel just as welcome and be given just as much personal attention as a patient getting complex, high-value treatment. After all, basic treatment is where it starts for most people. If you can't connect with them there in a meaningful way, you may not get the chance to be their dentist when it comes time for more comprehensive care.


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