Kailesh Solanki, who is a dentist in Trafford, has taken extraordinary steps to calm his patients' nerves - by combining treatments with aromatherapy, manicures, noise-dulling headphones and even the chance to watch DVDs while in the chair.
Now his practice, Kissdental, has won the `best private dental practice of the year' title in the Private Dentistry Awards.
For patients facing several hours' treatment at his Flixton surgery, Kailesh has built a library of feature films. And for those in for shorter appointments there is footage from TV shows such as Friends and Only Fools and Horses, with Del Boy, Rodney and chums. So instead of the pain, the biggest thing that patients find themselves worrying about now is laughing too much.
Kailesh's innovative approach has gone down well with patients, who can also linger in the practice's cafe. Some even get to have their cars professionally valeted. Kailesh, 27, from Leigh, Wigan, bought the practice two years ago. He said: "Some patients are massively scared. Seventy per cent of patients who come through the door are petrified to death.
"They may have had a dental disaster in the past and they can just about pluck up the courage to sit in the dental chair. They can be physically shaking and crying. We have headphones that cut out 80 per cent of noise so you can't hear the drill and that helps a lot of patients get through treatment. And there are DVD goggles that are like a pair of glasses, but to the patient it's like looking at a screen in front of them.
"We have an extensive library of films for those that are going to be there two or three hours and we have Only Fools and Horses and other clips that will last 45 minutes or so. It's nice that people who have initially come in completely terrified come back six months later and are relaxed."
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