This Won't Hurt a Bit
"You can't put a price of health" he smiled as I put my checkbook away. "You just have," I said.
The latest dental conspiracy concerns the figure 45. £45 is a magic number. And here's why.
Punter comes into dental practice, asks for a checkup. During conversation you discover he's a wee bit concerned about gum disease cos it bleeds when he brushes. This is probably because he brushes too hard, but face it, it's no great problem. But useful to bear in mind.
OK, so you do your check-up and because they're a new client and everything you have to do an Xray for some reason. Xrays can be used for anything: see if there's any teeth underneath the ones they've got, extent of cavities, see if there are little people in there or in this case to see if there's any gum disease which has led to bone disease. Plus, Xrays are fun to do, relatively inexpensive and nowadays don't need that much protection and you can get five or six out of the way in the time it used to take for one. Then there's the scale and polish which is the equivalent to a hairdresser's wash and go. And after that, of course you need to ensure they get the right kind of tooth brush, mouth wash and flossing system. (Patients do not have lives, they spend every hour of the day cleaning their teeth. My dentist actually admitted he cleaned his teeth 3 - 4 times a day, especially after he'd had any kind of sweet - must be great at parties).
Now this sort of adds up to £45.00. If it doesn't then you're prices aren't high enough. The idea is that because it's a new customer and a lovely person etc.etc. you must offer a discount ie. becasue I like you and you're a new customer etc.etc. would I lie to you - £45.00. Oh yeah, ensure treatment lasts for over half an hour so it's not a quick out and in - my childhood appointments were always in and out. Quick look and voom.
Anyway, the great thing about gum disease and bone wastage is that you can say 'it's a problem with people of your age'. It's also handy to have a nurse recount the tale of their brother losing all their teeth at this point as well.
So anyway £45.00 means that anybody - no matter how well off or underpaid they are, if they stand up for long enough to get to a dentist's they must have a cheque book account. And every single check gurantee card ever issued covers at least £50 thus £45 comes neatly under this amount, guarantees payment and makes you look good for discounting your services.
Having got the check guarentee card you instantly know whether they're flush enough to fork out over £50 and the likelihood that they'll pay up if things get that far. A £100 cheque guarentee card is very good news. £45.00 is also a useful figure for selling the medical plan on. Of course, paying £7 per month is not worth it if someone's just going to have 2 check-ups a year (although you could ensure it is worth their while) so advise they come back every three months to keep a check on the bone disease. Thus you've ensured every three month someone will turn up and expect check-up, clean and polish. You get the £45 every three months for half and hour's work and would you believe it, an extra bonus for enlisting someone else on the insurer's medical cash plan.Congratulations and happy holiday.
Oh and if they ask too many questions then drop the idea of the mouth wash double quick.
i paid about the same for my last haircut and can't decide on which occasion i got ripped off, on which occasion i got value for money or whether they both saw me coming. maybe hairdressers should try going for the medical cash plan appraoch: invest £7 per month and you too can claim back all your hair costs. But of course, you have to come in everymonth to keep your hair looking good.