Dr Safa Al-Naher discusses the emerging popularity of dental spas and why she believes a holistic approach to dental care is essential for patient experience.
The concept of the dental spa was born out of a necessity to change the public’s perception of the dental profession for the better.
Traditionally, a dental practice was considered a stark, sterile and unfriendly place.
Often utilitarian in design, it was heavy on function but scant on aesthetics, with the décor more akin to that of an underfunded NHS hospital than a thriving private business.
But dentistry has moved on. In the early 2000s, dental spas emerged to offer a different experience, with entrepreneurs cherry-picking elements of the wellbeing industry to offer a more welcoming and relaxing setting for patients.
The services and amenities they incorporated from this business model varied.
However, they shared the same intention – to create a less hostile dental environment.
Holistic dental care
But in the current climate, where practice owners are riding the waves of financial turmoil, just how important is it to channel time, money and energy into creating the best patient-friendly business?
Do patients really need to be that indulged to find their ‘happy place’ where they’re comfortable enough to trust their clinician and buy their services?
For Dr Safa Al-Naher, director and principal dentist of Serene by Safa, a dental and facial aesthetics clinic in London’s Knightsbridge, creating the ultimate comfort zone for her patients is everything.
Opening her practice mid pandemic, this is a flagship for authentic holistic care which, by definition, should include a ‘mutual understanding of patients’ physical, psychological, emotional and spiritual dimensions’.
Indeed, it’s what can be achieved for people beyond physical enhancement that drives Safa.
With the psychological benefits of smile makeovers and aesthetic procedures well documented, she’s as focused on her patients’ emotional and spiritual wellness as she is on the treatment results.
For Safa, holistic care isn’t complementary to dentistry – it’s integral to her relationship with patients throughout their journey.
‘We have a duty as clinicians to offer holistic care.
‘I don’t see it as a luxury or anything extra.
‘Very often, patients don’t know about all their options. We should give them as many different and relevant choices as possible while being careful not to overwhelm and/or prejudge’, she says.
Her vision for Serene was to create a space with a zen-like feel so people could enjoy receiving treatments.
The focus was to evolve the clinical experience into a haven of psychological and physical calm.
A place of relaxation
Success isn’t just measured by clinical outcomes – nurturing the best in-chair connection is a huge influencing factor.
And this begins from the moment they walk through the door.
Safa explains: ‘Serene invokes positive feelings for those who visit.
‘The general ambience is, of course, serene, so we have calming scents that take people back to the most relaxing places they have experienced. This especially has an anchor for those who might be nervous.
‘The music is relaxing and there’s a TV screen that shares information silently to avoid intrusion.
‘We have books about health and wellbeing, fashion and lifestyle.
‘The waiting room is cavernous with high ceilings and a nature-inspired palette of green and neutrals to create a naturally tranquil space.
‘Pleasing to the eye, it’s a positive start to any patient journey.’
Front-of-house staff also help to elevate the experience with a friendly and accommodating approach.
They do this by greeting patients by name and welcoming them with a choice of beverages, warm or cool towels infused with essential oils, heated lavender bags and lightly fragranced hand sanitiser.
The attention to detail is infinite – and this is all before entering the surgery, where the magic continues.
‘Every addition has been carefully thought through to help ground patients and bring them back to themselves.
‘Often, they say they’re immediately calmed as they step into the clinic and away from the hustle and bustle of busy Knightsbridge,’ Safa says.
She is hugely grateful to her team of carefully selected clinicians who ‘are amazing in their ability to calm patients. ‘And it’s within the surgery that the dental spa experience reaches its pinnacle.’
Redefining the dentist-patient dynamic
Key to her relationships with patients is a kindness-centred clinical approach that is worlds apart from the traditional dentist-patient dynamic.
Her team books appointments for, ‘as long as we need to, and then a little extra’, with the realistic understanding that dentists can’t always avoid running late, particularly because patients deserve the clinician’s full focus.
Safa notes: ‘If you’re just chasing the clock, then you’re not providing your best care.
‘Trust lies at the heart of Serene. Patients need to know the clinician isn’t only going to act in their own best interest.
‘The essence of success is to garner patient confidence. Showing you care about how they feel in that moment helps to improve this.
‘It takes thought, attention to detail and staff training to achieve this.
‘I see it as a way of getting the patient in the best state possible so that they have nothing clouding their judgement when they make decisions about their health – and before parting with money.
‘It’s vital we develop this trust. It’s one of the main reasons I wanted to have a dental spa practice.’
Going beyond fixing teeth
She also utilises her father’s concept of conscious sedation in the form of the enjoyable dentistry technique to raise the bar for patients who are particularly nervous.
It combines nitrous oxide and oxygen sedation (titrated precisely to need) with relaxation and guided imagery to ensure patients feel most relaxed.
The technique is designed to gently usher patients into a pleasant reverie-like state. This is so they’re more receptive to receiving the treatment that follows.
Her entire team is currently in the process of qualifying in its delivery.
Safa says cosmetic dentistry is now about enhancing someone’s life rather than just fixing smiles.
With the dental team’s supportive approach being a key factor in how people feel about themselves and the whole experience.
Patients deserve the best
And she believes patients deserve the best teams can deliver.
‘Function, form and health are of course extremely important and the foundations for everything we do, but we can do much more now.
‘We aren’t just firefighting; we’re enhancing with cosmetic dentistry, implant dentistry and facial aesthetics.
‘All of this enables somebody to feel more confident. So why not develop the whole experience to be a pleasant one?
‘People who are happy and confident are nicer to others and themselves, and their opportunities are much more abundant.
‘By giving them a great experience, we can help them to enjoy their life journey.’
Much of private dentistry is now comfortable in the health and wellness sector.
With an increasing number of practices recreating a spa ambiance in their waiting areas and the services they offer before the appointment begins, authentic holistic dental care means clinically delivering on what’s promised.
A relaxed patient is a happy and compliant patient.
For Safa, anything less than that is just lip service.
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