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I've seen the same dentist for years. I only recently realised how unusual that's become.

On continuity, being recognised, and why I'd choose it over the technology every time.

By Josh MaraneyPublished 3 months ago Updated 3 months ago 3 min read
I've seen the same dentist for years. I only recently realised how unusual that's become.
Photo by Kamal Hoseinianzade on Unsplash

I worked it out in the waiting room, of all places.

I was early for a cleaning, half-watching the receptionist greet someone by name before they'd said a word, and it struck me that I couldn't remember the last time I'd had to explain my own history to anyone in that building. They already knew. The clicking jaw, the one tooth that's been "we'll keep an eye on it" for about six years, the fact that I need talking down before anything involving a needle. None of it has to be repeated. It's just understood.

That sounds like a small thing. I've come to think it isn't.

For most of my adult life I assumed a dentist was a dentist. You went to whoever was available, got the work done, and the relationship started and ended with the appointment. Plenty of places run exactly like that, and I never questioned it. You see a different face each time, you start from zero, you fill out the same forms, and nobody ever quite gets to know you. It's efficient. It's also, I've slowly realised, a bit lonely for something as personal as someone's hands in your mouth.

The practice I go to in Sandton happens to work the other way, and I don't think I appreciated it until recently. Same dentist. Same hygienist. The same support team at the desk who somehow remembers the polish flavour I can't stand. Dr Andrew Sidelsky has run the place since 2012, and as a Sandton dentist he could honestly compete on the technology alone. But what those years actually buy you, as a patient, isn't visible on any treatment plan. It's continuity. You're not a chart that gets reopened cold each visit. You're a person someone already has a sense of.

I started paying closer attention after they rebranded. The clinic is called Sky Dental Clinic Sandton now, and they put up a new site, so I went and had a look at skydental.co.za mostly out of curiosity about what had changed. The honest answer, as far as I can tell, is almost nothing that matters. Same people. Same approach. A cleaner name on the door. I remember thinking that was a slightly funny thing to spend effort on, until I read the line they'd built the whole thing around, something to the effect of great dental care starts with people you actually know, and realised they'd just put a label on the exact thing I'd been failing to articulate in the waiting room.

I'll be fair about the rest of it, because I don't want to make it sound like the place runs on warmth alone. The actual dentistry is modern in ways I find quietly reassuring. The first time I needed a bigger piece of work done, I was shown a digital preview of the intended result before anyone touched anything, and you sit there looking at the plan instead of just trusting that it'll be fine. They do the guided implant work, the clear aligners for people who can't stomach the idea of metal braces, the longer reconstructions that get sequenced out over months. Thousands of patients have come through over the years, and you can feel that experience in how unflustered everyone is.

But none of that is the reason I keep going back. The technology makes the work more predictable. It doesn't make me less nervous in the chair. Being recognised does that. Knowing the person planning the treatment this year is the same one who'll be finishing it next year does that.

What I keep turning over is how invisible this kind of thing is until you notice it's missing somewhere else. Continuity doesn't photograph well. It's not a feature you can put in a brochure in any convincing way. It only really shows up in the negative, in the practices where you're a stranger every time, where the relationship never gets a chance to form because the cast keeps changing.

I don't think I'd have chosen my dentist on the strength of "we'll remember you." It sounds too soft, too obvious. But years in, it turns out to be the part I'd least want to give up. The fillings and the scans I could probably get anywhere. The being-known, apparently, is rarer than I assumed.

Strange thing to feel loyal to. But I do.

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About the Creator

Josh Maraney

Josh Maraney is the founder and CEO of Top Click Media, a specialist digital marketing agency in South Africa and a Google Premier Partner. He has been doing digital marketing for almost 20 years

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Written by Josh Maraney