Massage, Aromatherapy, Oils and a Root Canal

By ELLEN RAPP
reprinted with permission from the New York Times July 21, 2002

Two years ago, Jay Neuhaus decided to give his 25-year-old practice, Gramercy Dental Arts on Park Avenue South, a nudge by hiring Laura Norman, a foot reflexologist, and two members of her staff, who are at his office two days a week to give foot massages to patients who want them.

About half of Dr. Neuhaus's patients opt for the free massages, which take place during treatment and include aromatherapy, with fragrant essential oils like lavender, citrus and mint rubbed onto bare feet.

''People come in nervous, even about having their teeth cleaned,'' says Ms. Norman, who also has a private practice on Park Avenue. ''This is a great way to reduce their stress. I've had patients tell me they sleep much better after having reflexology that day.''

While having their foot rub, patients can also dip their hands in a skin-smoothing warm paraffin bath that Dr. Neuhaus provides. And the dental chair itself has built-in rolling massagers for the back and legs, so that even when Ms. Norman or her assistants aren't there, patients can use a control panel to get a mechanical rubdown.

Also on hand: a video collection for patients who want a film as background while undergoing lengthy procedures, a selection of teas and cookies baked on the premises each morning. ''As you approach the office, it smells like a bakery,'' Dr. Neuhaus boasted. ''So instead of being anxious and afraid about seeing the dentist, people walk in smiling and feeling good.''

As word spread of the massages and cookies, business boomed. ''It's the 'wow!' factor,'' he said. ''About 99 percent of new patients come to us through referrals, rather than advertising.''

 

New York City dentist Dr. Neuhaus practices cosmetic dentistry in Manhattan, and also serves Chelsea and Greenwich Village.

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