Smile Transformation: In Style...And In Demand By: Beth R. Hamann, DDS

Americans of all ages are captivated by the possibilities offered by the cosmetic revolution. In the past three years, dentistry has seen an unprecedented increase in demand for smile transformation. Dentistry’s 300 percent five-year increase in demand for cosmetic dental procedures literally dwarfs the 32 percent increase in demand for plastic surgery.¹

These cosmetic dentistry consumer statistics explain why cosmetic dentistry is flourishing:²

• 99.7% of Americans believe a smile is an important asset.

• 96% of adults believe an attractive smile makes a person more appealing to members of the opposite sex.

• 74% of adults feel an unattractive smile can hurt a person’s chances for career success.

• In 2003 U.S. consumers spent $615 million on whitening toothpaste.>sup>3

• Whiter, brighter teeth are what most Americans desire.

Due in part to the success of the hit nationwide television series, “Extreme Makeover,” an American Broadcasting Corporation program that features people “before and after” receiving cosmetic treatments to improve their appearance and self-confidence––dentists across the country are enjoying triple digit increases in the demand for cosmetic dental treatments.

“What is the first thing you notice in a person’s smile?”
The most common responses to the question posed to Americans in a 2004 study by the American Academy of Cosmetic Dentistry (AACD) were: straightness, whiteness and color of teeth; cleanliness of teeth; sincerity of smile; sparkle of smile. Characteristics that make a smile unattractive include discolored, yellow, or stained teeth; missing or crooked teeth; decaying teeth and cavities; gaps and spaces in teeth; dirty teeth.²

Transform a smile––change a life!
Visually showcasing smile transformation is designed to emotionally engage patients in the idea that their lives can be substantially changed through cosmetic dentistry.

In 2000, the AACD asked their 5,400 members to report on cosmetic dentistry and their patients. Their findings confirmed patients want whiter, natural looking, more youthful smiles. Patients in record numbers were (and are) reportedly asking their dentists about whitening, veneers and tooth colored fillings.

Today, primed by media exposure and consumer advertising, the public is more willing to consider cosmetic dental treatment. Are you ready to step up to the challenge when your patients ask? What marketing plans do you have to invite patients to learn about the most in-demand cosmetic procedures?

Do Patients Know You are a Cosmetic Dentist?
Cosmetic dentistry is emblazoned on America’s radar screen, with inspiring makeovers highlighted on television programs such as “Extreme Makeover,” “Good Morning America” and “Extra.” Marilyn Elias, writing in USA TODAY says, “The tooth bleaching business is white hot,” noting that sales of whitening products have tripled since 2001. Articles about whitening and cosmetic dentistry continue to appear in consumer magazines such as Woman’s Day, Cosmopolitan, Good Housekeeping, and online on health sites such as www.webmd.com.⁵

How often have you seen a patient at a routine prophy appointment who had cosmetic dental treatment done elsewhere because she didn’t know you offered this service? Unfortunately, we often don’t realize our patients may separate cosmetic dentistry from general dentistry.

If your practice doesn’t market cosmetic dentistry, some patients may not realize you can perform the same smile miracles seen in the media. Therefore is it imperative for you to set a consistent practice identity and establish a high level of patient expectation. A vast assortment of decorative, coordinated cosmetic dentistry themed products is available to establish a strong image for your practice.

Capture the attention of your patients by using cosmetic-themed marketing products. You’ll build your authority as a dental expert when you write a column on cosmetic dentistry for a local newspaper, for example. Invite patients to come to you specifically for cosmetic dentistry by targeting demographic groups in your community. For whatever age group you want to reach, there are many ways to increase patient demand and bring new patients to your practice.

For decades, before and after photography has been used by dentists to showcase their work, the creation of great smiles. Tom Hughes, DDS, Founder of High Impact Marketing (HIM), rediscovered the power of “before and after” photography in the mid-1980s. His personal photographs of his own patients made available in customized albums, posters and wall art, and image videos have inspired thousands of dentists to successfully market smile improvement.

Dr. Hughes enjoyed great personal and professional satisfaction when, “After a procedure a patient’s job performance would improve along with his or her self-esteem. All of a sudden they would feel better about themselves. They would start dressing better, and maybe change their hair. Then it all came together and they felt a real sense of success.”³

Now that you’ve welcomed current and new patients to your practice who are interested in cosmetic procedures, how do you overcome common objections and finalize the treatment plan?

You Can Overcome Patient Concerns
Since many cosmetic treatments are elective, educating patients can enhance a patient’s emotional desire to look better. You can still encounter patient concerns about treatment.

When the AACD surveyed their members, they discovered the top three concerns patients had about receiving cosmetic treatments were cost, longevity, and pain.

Cost
Cost is an objection that can be overcome by making financial arrangements easy for patients. Nearly 50 percent of dentists in the United States offer treatment financing to their patients. Offering some flexibility in financing to qualifying patients often opens up an opportunity they didn’t know was available to them. Assign a bright, sensitive staff member to make financial and scheduling arrangements.⁴

Use before and after photos of similar treatments to demonstrate treatment results. If possible, show the value of smile improvement by referring to a patient testimonial. If the patient remains concerned, you might offer a less expensive option, such as replacing the most noticeable amalgam fillings with composite, rather than all at once.

Recently a colleague of mine became an associate in a mid-sized dental practice and was shocked by the limited choices in products and instruments needed for many common procedures that she had been trained to perform. It’s easy to get into a rut using the same products, year after year. Often dentists skimp when it comes to buying materials and instruments, to save a few dollars. New products may offer benefits such as reduced chairtime, faster, more flexible working time, and a better, longer-lasting outcome. Bottom line, an initial investment in products will far outweigh the cost of redoing treatment for dissatisfied patients. Unhappy patients can also be quick to spread negative word of mouth about your dentistry.

Many new products and techniques can help you transform smiles, quickly and easily. It can be very challenging to stay on top of the latest cosmetic materials. You can learn through CE courses, online research, trade shows, journals, or when the “detail representative” from a manufacturer is in your area. When you combine the proper product and technique, cosmetic procedures are lasting longer than ever before. As you become more skilled with cosmetic dental products, be certain you can answer patient concerns, e.g., “How long will these tooth colored fillings last?” … “Will my teeth be more sensitive to heat and cold?” … “How often will I need to touch-up my whitening?”

Longevity
Manufacturers of the latest cosmetic products can give you data to support the superiority and longevity of their products. However, your skills and techniques have much to do with longevity. One option is to guarantee your work for a period of time, as long as the patient continues with regular hygiene visits. Patients need education about how to care for their new smiles, including what foods and how to eat them in some cases. Get the patient involved with open communication about their concerns. Your promise to keep them smiling is the very best guarantee.

Pain
Pain need not be an issue with modern anesthetic techniques. Still, patients may associate any dental treatment with pain. It’s your job to reassure them during the initial exam and consultation that in your practice, pain and dentistry are not synonymous. Explain the ways you offer a high degree of patient comfort. This is another time when a patient testimonial would be useful. Consider making arrangements for a new patients to have a reassuring talk with an existing patient who has had a similar cosmetic treatment.

Make People Smile
The majority of people today express positive feelings about cosmetic dentistry¹. Survey results show how much people value a healthy, attractive smile. Because cosmetic dentistry is a blend of art and science, almost any one can benefit from smile improvement. Dentists must realize that to capitalize on the cosmetic dental trend, they need a new approach with patients. In addition, their office must reflect a high level of dentistry, and the best and brightest staff members. Invest in your staff and they will mirror your standard of care.

Marketing the highest quality of cosmetic dentistry is key. Patients who desire perfect smiles expect the very best treatment. To be a successful cosmetic dentist, you must be trained and prepared to take dentistry to the next level. Above all, you must engage your patients in a dialogue about their smile aspirations. Then give them the reasons to resoundingly decide, “Yes, I want a new smile.”

Patient demand plus a plan for cosmetic dental marketing provide the opportunities—however the journey is up to you.

Top Ten Ways to Increase Cosmetic Dentistry
1. Seeing is believing. Dentist and staff members must show off beautiful, sparkling white smiles. If even one team member has an imperfect smile, you lose credibility. Staff members are walking advertisements for your work. Remind everyone to smile often and with sincerity.

2. Learn about the latest products and techniques by attending manufacturer, cosmetic seminars and conventions. Invest in the best materials and instruments needed to produce excellent results. Make use of your intraoral camera and its imaging potential to help patients envision their new smiles.

3. Update your office with modern décor to attract patients who may be interested in high quality cosmetic dentistry, or; your practice décor is a direct reflection on your success. Add small amenities to show patients you care.

4. Show “before and after” smiles in photo albums, on walls, or on a streaming video in the reception area. Subtle visual marketing speaks louder than words. Patient testimonials are even better.

5. Investigate financial arrangements for qualified patients, overcoming a common objection.

6. Train a staff member to finalize scheduling and financial details. The dentist is the cosmetic artist, not the one to deal with these matters.

7. Write a short column for a local newspaper or magazine about cosmetic dentistry to interest patients in your services. Send along a photo of you and your staff.

8. Hand out personalized, cosmetic-oriented business cards and patient brochures to referring dentists and prospective patients you meet at health fairs and other community events. Women make the majority of dental appointments, and they also influence potential male patients.

9. Network with wedding photographers, hair and nail salons, and physicians, in particular dermatologists and plastic surgeons to promote the importance of smile improvement for the whole family before an important or once-in-a-lifetime event.

10. Create a web page that highlights you, your staff, your cosmetic dental practice, and all the topics mentioned in 1-9 above. Having a web presence need not be costly, but must be a tasteful image builder. Having a web page puts you and your practice at the leading edge, in technology and dentistry.

After graduating from Loma Linda University School of Dentistry in 1985, Beth R. Hamann, DDS, enjoyed a number of years in full-time practice. She now specializes in multi-tasking, serving as Vice President at SmartPractice, practicing dentistry part-time and raising six active and talented children. A recognized leader in the community, Dr. Hamann has worked to develop "Hands of Hope," a Central American dental-medical outreach program. She has also participated in national dental community programs such as the ADA's "Give Kids a Smile." Active in several professional and community organizations, she consults and speaks on various issues important to women in modern dentistry

References:
1. American Academy of Cosmetic Dentistry Survey Report: May 2, 2000
2. American Academy of Cosmetic Dentistry Survey Report: 2004
3. AC Neilson Report, 2003
4. American Dental Association’s 2002 Member Advantage Survey
5. USA TODAY, December 14, 2003
6. Woman’s Day Magazine, online, April, 2004