It seems to do the trick for patients in Houston. Dr. Clint Herzog supplies every patient-of-age with wine or cold beer. The idea is to take the edge off an otherwise unpleasant task.
It appears to be working. Herzog is getting so much business that he plans to open several more offices. But even though his patients love the cocktails, his colleagues don't.
"I think it almost cheapens the delivery of dental care, in a way," said President Greg Condrey from the Greater Houston Dental Society. "Is it unethical? Certainly not. Is it illegal? Not at all."
"Some of the dentists are up in arms about it," said Herzog. "But the answer is I care about my patients."
Herzog also helps patients relax by having his dentists wear plain street clothes, instead of white lab coats.