Beethoven in the background

How about a little something extra for your customers?

Remember when a nice golden tan used to be considered healthy? Well, like many of you, I remember. I was never one to just lay on a beach, but I spent a lot of time on boats often not wearing much more than a bathing suit. I was always careful to avoid getting sunburned.

Ah, those were the days. Whoever would have thought things would change?

But they did. So, for years now, I’ve been going to a dermatologist once or twice a year. They examine me and freeze any spots they deem could become cancerous. I’ve known several people with skin cancer, and I wouldn’t wish it on anybody. So, I’m careful to do what I can to avoid it.

Some months ago, I went for my checkup, and there was a spot they had been watching on my back. Now, they decided it had to come out. They couldn’t just freeze it. I had to come back when the “surgeon” would be able to take it out.

The big day arrived, and they gave me a few shots to numb the area. Then, surprisingly, they asked me what kind of music I like. Was there a particular song I’d like to hear?

How about Beethoven’s “Emperor Concerto”? Then, I had to spell all three words, not a great confidence builder. As the beautiful music started, they went to work on me. I couldn’t feel what they were doing, and the music was delightful.

“Wow, that music is beautiful!” All three of them were impressed, so I suggested they watch it on YouTube so they could see the pianist and the orchestra actually playing the piece. In addition to the pianist, they would see a conductor and 30 or 40 musicians all playing the same piece together in perfect harmony. Very impressive. I could tell they weren’t used to getting homework from their patients, but one of them agreed to do it.

A couple weeks later, I had to go back to get the stitches out. The receptionist said, “Oh, you’re the guy that likes nice music.” Apparently, the woman who agreed to watch it on YouTube was so impressed, she talked her colleagues into watching it too, and they all decided they really liked classical music.

What I found so astounding about this was that, although our medical community has been trying to make us comfortable for decades with anesthesia, Novocain, etc., they charge for those things.

They increase our comfort, but they also make money for the medical practice.

As far as I can tell, Beethoven was free, no charge, done out of the goodness of their hearts.

Years ago, when the skin cancer dangers were coming to light, we had to wait a long time to get an appointment with a dermatologist. Now, they can often schedule us the same week. Apparently, a number of medical folks have decided to specialize in dermatology.

The good news is that there’s probably some competition, and they’re looking for ways to differentiate themselves from the competition. Hooray!

I had a dentist who had a wide screen TV on his ceiling. He would play beautiful videos of yachts sailing in the Caribbean with soft classical music in the background. He wanted his patients to be completely relaxed in that chair while he worked on us. It was almost a pleasure to go to the dentist. Unfortunately, he retired, and I haven’t found another like him.

No question, health care is very expensive, and it’s important to try to keep the costs down. But why not add inexpensive creature comforts that make patients dread their visits a whole lot less? Such things make it more pleasant for the patients but also for the health care workers as well.

And of course, Christmas is nearly upon us. Is there some little perk you can give your customers to show them you appreciate them? It doesn’t have to be expensive; just something thoughtful to show them you care.

Merry Christmas and/or Happy Hanukkah, or if you don’t celebrate either of those, Happy Holidays!

Ronald J. Bourque, a consultant and speaker from Salem, has had engagements throughout the U.S. Europe and Asia. He can be reached at 898-1871 or RonBourque3@gmail.com