It Was MY Fault

I went to Home Depot today to buy a few things for my apartment. I bought six light bulbs and tall kitchen bags and went to the self service check out machines that never have a line. As I was removing the 6 pack of light bulbs from the shopping cart to the scanner, one 2-pack of bulbs fell out of the big package and one bulb broke. The person behind me worked at Home Depot but was just a customer like me and he told me to give the package to the check out clerk and go get another 6 pack of bulbs. My initial and only response was: THIS IS NOT HOME DEPOT'S FAULT. I dropped the light bulp and therefore, I should pay for it.

Not enough folks step up and take responsibility when things don't go right, especially when it involves money. This WAS my fault and I will accept responsibility and I DID pay for it.

Just like in the old days: You break it, you pay for it... The only thing no one can steal from me is my INTEGRITY.

In my office when something goes wrong, I take responsility and ownership. Recently, a patient told me that she didn't like something that I had made for her. I told her that this was not a problem and I would send the work to a different (better) lab. She told me that she had already paid for the work and I told her that it was not a problem; she would NOT have to pay me any more money.

This is what INTEGRITY is all about. You can take my money but you can't take my INTEGRITY.

The Standard of Excellence

I am honored when one of my colleagues holds my work up as the gold standard for a particular dental treatment. This usually happens several times a month. This morning, a very quality oriented dentist from Georgia posted examples of his recently placed direct postrior resin restorations. Along with the photos of his work, he made the following comments:


"These restorations were done using Artiste, body and enamel shades. I've gone back to Bond It and get much better margins with the fourth generation material and with Surpass. I count Surpass as a fourth generation on steroids. These are not Gerald or Denny quality but bur marks are only on occlusal adjustments."

I am in awe when another dentist cites my work as an example of what all dentists' work should be like. It re-enforces my belief that the treatment that I do for my patients is THE standard of care. And remember...I do not earn my living by destroying your beautiful, natural tooth structure to place crowns like so many other dental professionals. I WANT you to keep your own tooth structure.

I thank my colleagues for their generous praise and I thank YOU for being my patient and recognizing that I am truly here to take care of you.

"You Need To Do The Consult For Free"

I think that it is time to re-visit something that I blogged about before but the subject arises frequently and it is important that I address the issue again.

Most of my initial contact with someone who is deciding to become my patient is by email. People go to my website and either tell me about the problems that they are having with their mouth or smile or they want to know the answer to an insurance related question. Just as often, however, a person asks if I would do a cosmetic consultation for FREE.

I try to be as polite as I can when someone asks me that question. My first gut reaction always is: "What would you say if your boss asked YOU to come to work for FREE?" but of course, I do not say that.

My fee for a consultation is $125 and most of the time, the materials used in the direct resin mockup cost $75. Our office does NOT earn any income from our consultations and, in fact, the overhead costs per hour to run a modern dental practice is far in excess of the $125 that we charge for the consult.

I also explain to a prospective patient that if we did not charge for a consultation that thousands of people would ask for a consult with only a handfull of people actually deciding to have treatment. The bottom line is that if someone is offended by paying for a consultation, that they will then be offended by the fees for our dentistry.

This is America and in America we pay for what we want. Is this a new concept? I don't think so.

How Others View Us

Have you ever heard a recording of yourself and think, "That's not how I think I sound?" We all THINK that we sound different from what we are hearing.
I think that how we view ourselves may also be different from how others view us.We all think highly of ourselves and that is what makes up our egos and self respect.

I am honored to know that my colleagues feel that I am a pretty good clinician because that is how I view myself.

This morning I received an email from my young friend and mentee from Bangalore, India. This was his email:

Hello Dr.Gerald, I read this in today's newspaper, Its a saying from Mike Ditka, "Success is about having, excellence is about being. Success is about having money and fame, but excellence is being the best you can be".
When I read this, a picture of you just flashed in my mind. You are a true example of the later. Have a nice weekend. Regards, Ashok.

A dentist in Houston sent me an email after I posted a case from 9 years ago that was still functioning perfectly even though most dentists have only 5 years of success with this technique. The dentist said: " Hey Gerald,
>> Coming from you I would expect that! :-)"

How we view ourselves is very important to our psychological wellbeing. How our world views us is the only thing that is really important.

What You and I Take for Granted

I firmly believe that dentists should NOT be placing as many crowns as they do. I believe that a very well done posterior direct resin restoration is the least expensive, most tooth conserving and among the strongest ways that I can fix your teeth.

I could make much more money by cutting down your teeth like other dentists but I would rather help you keep as much of your own tooth structure as I can. A dentist in Pennsylvania asked me to tell the ACE forum HOW I restore your teeth with resin fillings in a step by step explanation. I spent an hour detailing my technique which I believe is one of the best in the world and within minutes of posting my technique, I received this most gracious note from the Pennsylvania dentist:

Gerald you ARE an ACE in the truest sense. Thank you for teaching me/us!

You and I take my resin restorations for granted because I have been doing this for you for so many years. In reality, my work is viewed by other dentists as a wonderful example of excellence.

I am honored by my colleagues compliments but I am more honored to be your dentist and take care of YOU.

A Note From A Colleague

I am always honored when a colleague praises my work. I have worked extremely hard during my almost 35 year career to do the very best for you, my patient. I have spent thousands of hours studying dentistry at a cost of millions of dollars while many of my colleagues were out playing golf or relaxing on Lake George.
I posted photos of some of the direct posterior bonded resin fillings that I placed on Friday on the International ACE Dental Forum. I informed my colleagues of the procedure and what my fee was to my patient. What shocked the other dentists on the Forum was NOT the quality of the work that I was showing to them but that the fee to my patient was soooooooooo inexpensive for the quality of the work that I was showing.Dentists KNOW what fees are appropriate and which are too high or too low. Many dentists wrote me privately stating that my fees are too LOW. One of them, a superb older dentist in California asked me if he could write a piece for my blog telling my patients how low my fees are and how lucky my patients are to have such a talented person as their dentist. I emailed him that he could write such a note but that I was NOT asking him to do that.

Here is his note to me:

Dear friends and patients of Dr. Benjamin,

While I'm a dentist in California, I've been following Dr. Benjamin's work in cosmetic and restorative dentistry for over a decade, since he's been sharing his work as a member of our international study group.

I'd have to say that he's one of the professionals setting the highest standards of what we can accomplish with current materials and technologies today.

Frankly, when I heard what Gerald was charging for his most advanced levels of care, I was somewhat astounded how low the fees were. I hope people in your area have some idea of what Dr. Benjamin is able to accomplish for them and the great VALUE he brings to you in his commitment to your care. I think you are very lucky to have him in New York, and we'd be happy to claim him in California.

This note is completely unsolicited, but I felt it was time to say something, since sometimes we don't know we have a gem when it's in our own pocket.

regards,
William C. Domb, DMD
Upland, CA
Director, Inland Institute of Aesthetic Dentistry

I am truly humbled by his note to you, MY PATIENT.