I couldn't believe my ears.
In this job, I often take calls from public relations specialists. Sometimes it's something I have a professional interest in it, sometimes I don't.
Regardless of my interest in what they are talking about, I try to remain courteous and let them say what they need, send me any information they need. From there, the ball is generally in my court to do something with the information or just let it drop.
On Wednesday, I received a call that I was just about to file in the latter category. It was in regards to a new, minimally invasive surgery for sufferers of chronic back pain. It sounded like a good thing, but not something we would generally put in the paper.
And then an intriguing statement caught my ears:
It's as easy as a root canal.
A disclaimer: I have never had a root canal. (Excuse me for a moment while I knock wood ... OK, I'm back.)
However, I know that I've never heard "root canal" and "easy" used in conjunction.
Generally, it's quite the opposite:
Watch slides of your trip to Des Moines? No, I think I'd rather have a root canal.
No, I don't think I got the job. The interview was about as comfortable as a root canal.
Is "as easy as a root canal" actually supposed to attract new patients? I feel like that roughly equates to saying someone is about as nice as Hitler. Can you think of two people meaner than Hitler?
Probably Genghis Khan.
Hitler is just about as mean as the come, just like root canals are (allegedly) about as painful as they come. People do not find them pleasant.
In the end, I get what they are going for. Root canals are fairly routine and recovery time is minimal. A back surgery that takes about an hour and allows the patient to return to work the next day is a good thing.
Just don't compare anything to a root canal. At least not if you actually want patients.