Bad Guys Beware

So, it took me a while but once I got the hang of it; I learned to love social media. And maybe, just like with my tournament tennis days, it’s time to take a step back. Uh, maybe not.

What began as an opportunity to communicate and enjoy common ground with folks I’d unlikely ever meet in person, has lately become a little more like my bad old tennis days.

Back in The Day, when I played in leagues and local tournaments, I think I enjoyed the trash talking more than any long rallies that threatened my limited attention span. And it was subtle, if you can call “Nice return of a 20-mph serve” subtle. Starting with dental school and late into the Clinton Administration, my having the last word was very important. Unbelievably, just about everyone of mostly sound mind thought I was a nice guy; some of my colleagues even called me “Smilin’ Jack.”

For our practice, social media has given us the chance to share what serving patients as family looks like; and it’s also framed snap shots of a culture intent on making progressive dentistry fun.

But I also have a personal page. And just like opponents who consistently made dubious line calls or fist pumped my double faults on the tennis court, there are some things that rub me the wrong way. And yes, I confess; I troll the social media stuff that doesn’t play fair…and having the last word has, once again, become a big deal. Only now it’s less about trash talking and more about family.

But what are Personal Pages for if not to provide some love, support, or even a heads-up for one’s social media family and beyond?

During the Clinton Administration I was my mom’s caregiver, advocate, and cheerleader. I learned a solo journey through health care can be cruel, even when individuals within the health system are extraordinary. I learned that without the system itself being intentional, patients all too often didn’t receive the support they needed…just when they were most vulnerable.

I stopped making people wrong; my team and I started working to make a difference beyond the dental procedures. Why not commit to seeing patients as family and helping them become their own best total health advocates? And sometimes a conversation, some extra effort, and a reassuring smile can go a long way.

Today, research reveals oral health-total health connections that weren’t even a blip on the radar yesterday. But providing care for numbers rather than family can undercut the value of a possibly quality of life enhancing trip to the dentist. And selling a commodity and bypassing the care that comes from a conversation, authentic interest, and mutual respect flat out pisses me off.

So, I’m uncomfortable enough with the pharmaceutical industry selling directly to the TV consumer. But, after being bombarded with social media ads promoting “remote” orthodontic care and a compelling sales message stressing the advantage of not having to see the dentist; I’ve become a dedicated social media troll.

When I see a “remote care” orthodontics ad on Instagram or Facebook, I see a fist pump following a disastrous total health line call, a professional double fault, and a crucial opportunity lost.

What’s tragic, aside from the complete abdication of responsibility, is that the chance to make a difference is wasted and someone with a legitimate cost concern gets ripped off. What goes missing is an oral cancer exam, a periodontal disease evaluation, a total health history, and a conversation. But then, treatment by the numbers and a business transaction (as opposed to serving people you see as family) undoubtedly makes it a little easier to put stuff like quality and length of life on the back burner.

And when you treat my family like numbers and suckers, you’re gonna hear about it…consistently. I promise.