40 - Publicity seeker

A patient arrived for an appointment some twenty-five minutes early and announced that she wanted to be seen early rather than be kept waiting. The receptionist explained that there were other patients booked in before her and asked very politely if she wouldn't mind waiting her turn. The patient stormed out of the reception area and chose to stand in the porch of the practice, making a nuisance of herself with other patients coming in and out. Quite alarmed by what was going on, the receptionist informed the practice owner of the problem and suggested that it might be better to get this patient in as soon as practically possible. The dentist reluctantly agreed.

On entering the surgery, the patient's character immediately changed. She was suddenly full of apologies and explained that she was very nervous. The consultation was uneventful. Before leaving, the patient explained that she did not like the discoloured composite fillings in her front teeth and wondered what could be done. The dentist agreed to write directly to her within the next two or three days once the results of the radiographs had been studied. The dentist felt that in her opinion, crowning these teeth would perhaps be a little more than was required. She explained in the letter that, in her opinion, veneers would be the ideal form of treatment and indicated the cost. Strangely, there was no reply from the patient.

Several weeks later, looking through the local newspaper, the receptionist noted a picture of the patient standing beside an automatic washing machine. The covering story read that the patient had attended a local electrical store and had apparently been provided with a cheaper washing machine than she thought she had ordered. The retailers, not wishing to receive any bad publicity, had agreed to upgrade the washing machine as a sign of goodwill. The paper proudly boasted that they had resolved the matter through their intervention.

Two or three weeks later, a reporter from the same local newspaper contacted the practice and asked why the dentist had been prepared to offer to drill four perfectly good teeth for no obvious clinical reason. The patient had by now been to another dentist who felt that in his opinion no treatment was required, as the area of discoloration was very small and hardly noticeable. The dentist made no comment and immediately contacted Dental Protection.

A letter of reply was drafted and forwarded to the patient. Unfortunately the patient was not prepared to discuss the matter and had by now contacted a consumer affairs programme on local television. As it happens, neither the television station nor the local newspaper chose to run the story.

In unusual cases like this, the support of Dental Protection and their Pres Office  is invaluable.