Saul N. Miller, D.D.S., Editor
Thanksgiving 2009 is over. The December holidays have come and gone, and we must wait another 12 months for the next joyous celebration of Festivus. I have just recovered from not being selected one of Philadelphia Magazine’s Power Fifty, and the January and February Presidents’ holidays are just around the corner. More importantly, my friends, the February edition of Philadelphia Magazine will soon be here, and we will finally know who among us is at the TOP, the apex, the pinnacle of our profession in the region.
Of course, now I have to deal with the reality that I may not be one of the chosen ones; however, I must state that I have it on the highest authority, or very close to it, that I am, in fact, one of the area’s top/best dentists. You can ask Sister Annuntia, Sister Barbara and, of course, Ms. Rita, who sees it all. End of Story!! Forget the poll, the voting for the top 3 choices, or who your best friends are and how many you have. Yes, the top dentist could have been selected if a marketing campaign were put into place whereby specialists, for example, request votes for (or from) a particular person (or persons) in a category other than theirs. Would someone actually think of such a thing? In the words of a former candidate for Vice President of the United States, “You betcha.” Hey, we made it through many years of school; we could surely solve this problem. Obviously, I figured it out also; however, aside from the lack of fairness in creating a campaign to be the top dentist, it then would have been disingenuous to write this column, and as you know I have a responsibility to you, my loyal readers, and to truth, justice and Rita.
The question must be asked, “The top, the highest point in reference to what?”; and it is likely that Philadelphia Magazine, its editors and advertising executives are using the terms “top” and “best” synonymously. Is the question who has the most modern equipment, the fanciest office, the biggest or smallest laser, the highest production, the largest or best looking staff, the latest CAD unit, or maybe who refuses to place an amalgam restoration, but knows the concerns with composites? Is the best dentist the most skillful communicator or the most masterful in technical prowess? I can refer patients to the “top” dentist in the city, and there is a reasonable chance they may be back (if they are not angry at me) for any number of valid, personal or even goofy reasons. Dentistry, like love, is about nurturing, involving patients, staff and self, and proposing and performing appropriate treatment, while considering age, finances, tolerances and dental IQ, along with everything else. The top dentist for one person may be the bottom for another. So the question remains, “the best what, how, why, for whom and when?”
I mention advertising execs because we must not forget that ad revenue is a publication’s ultimate reward, source of profit and raison d’etre, and in today’s climate of internet publishing, it is vital that a print publication stays on top of its game. It seems that Philadelphia Magazine is doing just that. In a letter from the magazine, dated November 9, 2009, I was offered “an array of customizable opportunities, in print and online, to ensure that your practice receives the exposure you’re looking for – year round.” Interestingly, although it was also noted that the debut Top Dentist issue would be a great place to advertise, there was no mention that having a “top” recognition of any kind was a prerequisite. Then, on November 17, 2009 Ian from the magazine called my office to thank me for completing the survey (which I did not), to inform me that the magazine was creating a database of Philadelphia’s top dentists and to sell advertising. I explained to him that the database was of all Philadelphia dentists (top and bottom) and that I would have completed the survey had I been able to return to the survey page after making just a couple entries. I then advised Ian that I had to get back to my patient; otherwise, if I were to be selected Top Dog, this patient might question whether I was truly worthy of the honor. As my good buddy and riding partner asks, “How does one convince the dental patient population that the skill of a dentist is not measured by an advertising driven magazine, even if they have an advisory board?”
Of course, congratulations to the Philadelphia Magazine Top Dentists. I just hope they can pass the Sister Annuntia, Sister Barbara and Rita Zeitone evaluations. Lastly, and most importantly, congratulations to the dentists who continually strive for excellence in their lives, their profession and their practices. They are the BEST.
(Note: I always look forward to receiving and reading Philadelphia Magazine. Also, Philly Mag may want to note the number of mentions and free advertising in this column.)
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