With the concept, Rappaport applies the SuperCuts business model?no appointment, menu-driven services, out-of-pocket payments?to dentistry. His prototype store in Warren, Mich. is called Superteeth, but as he launches the brand nationwide?starting in Kentucky?he has decided on the brand name Great Teeth.
Here are some of the highlights (insert sarcasm here) from Upstart writer David Mann's conversation with Rappaport.
Most of your services ? checkups, fillings, extractions ?are $99. Why?
"It's a mass-marketing concept," Rappaport said.
His target consumers are people who don't regularly visit a dentist, and he believes they need 8 fundamental services. A menu of these services with a fixed price is a simple way to deliver that, he said.
It seems like you need trust between patient and a dentist. Can you cultivate that under the SuperCuts model?
"Sure. (Customers are) not coming to see a dentist. They're coming to a brand. You build your credibility in the quality of the service you're delivering."
Patients would not necessarily see the same dentist for every visit, he said, much like they don't always see the same stylist at SuperCuts.
Rappaport doesn't believe it is crucial to establish a doctor-patient relationship for the basic procedures being provided.
Will it be difficult to afford staffing considering your prices?
Rappaport said he isn't worried about staffing costs.
He believes new dental school graduates may have difficulty finding a job because they often must either buy into a practice or open their own.
He declined to say how much Great Teeth dentists will earn, but he believes it will be competitive. He noted that Great Teeth dentists will avoid the overhead that comes with running their own practices.
Dentists, weigh in...Will SuperTeeth locations start popping up across the U.S.? Is this the end of dentistry (or society) as we know it? Will patients be able to get 'their hair did' while they whiten?