Extraordinary service: a dental necessity.

Extraordinary service has become such a critical aspect of dentistry. Years ago, a practice could be considered "successful" merely by producing quality clinical care. When I began in dentistry more than 40 years ago, no one ever mentioned the word "service." We really didn't need to. Today, however, the practice that wants to set itself apart from the norm and be successful has to create an environment where patients get "knock-your-socks-off" treatment, every day from everyone in the office, and at each and every visit. Patients have so many choices of practices where they can go, and even if your treatment offers the best quality available, if the patient does not like you, he or she will choose another practice and sometimes, unfortunately forfeit your quality clinical care in making that choice.