Good bedside manner can reassure and comfort a patient even when facing a difficult diagnosis, while poor bedside manner can leave a patient feeling dissatisfied or anxious from a visit as innocuous as a routine checkup. Big difference. But how does bedside manner apply to business in general? Two words: customer service. No, a doctor-patient relationship isn't the same as a vendor-customer relationship, but when it comes to building an effective relationship, many of the same principles apply.