Medicine: Drilling for New Business

U.S. dentists find the cavities are in the chair, not the teeth

Dr. William Schmidt, 35, of San Jose, Calif., is a successful dentist. If that description conjures up nervous waits in a bland, Muzak-filled office and a white-coated figure poking fingers, drills or needles into the patient's mouth, with possibly a palliative lollipop or pat on the back afterward, forget it. Dr. Schmidt practices his profession in a red cape and bright blue tights. He calls himself "Plaque Invader." The cape outfit is only one of twelve costumes he dons to amuse young patients. At Christmas he may be dressed as...

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