Struggling to grow in a tighter economy? Discover how offering cosmetic dentistry can boost revenue and attract patients.
In an increasingly challenging economic environment, many dental practices are searching for ways to sustain growth.
Recent research from the CommBank Health and Australian Dental Association Dental Insights Report revealed that 78% of dental practices in Australia are concerned about cost-of-living pressures and economic uncertainty impacting patient visits in the next 12 months. This makes it more important than ever for practices to adopt strategies to retain and grow their patient base.
However, while discretionary spending may be tighter, the demand for a confident smile hasn’t disappeared. In fact, the global cosmetic dentistry market is projected to grow by $36.18 billion between 2023 and 2028, with a compound annual growth rate (CAGR) of 13.58%.
This growth is being driven by increased awareness of oral aesthetics, the desire for aesthetically pleasing smiles, and advancements in dental technology that make procedures more accessible and effective.
That suggests cosmetic dentistry continues to be a significant source of patient interest – and a potential source of growth for dental practices – provided you know how to approach it.
Smile Design is often considered the gold standard in cosmetic dentistry, and may be the top-tier choice for patients seeking the best possible results. However, it’s not the be-all and end-all of cosmetic dentistry. There is significant room to grow cosmetic dentistry services with patients who may not be ready or able to afford a full Smile Design treatment.
A sequential approach to cosmetic dentistry offers an alternative, cost-effective way for dental practices to grow their cosmetic services without having to rely solely on full Smile Design treatments. By guiding patients through different phases of dental care, beginning with foundational oral health treatments and gradually moving towards advanced cosmetic enhancements, the sequential approach allows dentists to meet a wide range of patient needs and build long-term engagement.
Here are six steps that can guide dental practices in growing cosmetic dentistry services in a way that builds patient trust and encourages long-term commitment to aesthetic treatments, especially for patients who are not yet ready for a full Smile Design treatment.
1. Focus on oral health first
First and foremost, focus on the patient’s general oral health needs. Establishing a strong foundation of oral health is critical not only for patient wellbeing, but also for building trust.
Dr Brendan Quill from Dentist in the Park in Sydney’s Bondi Junction emphasises that focusing on health outcomes first positions dentists as trusted healthcare professionals, rather than simply cosmetic providers.
This distinction is crucial for building a long-term relationship with patients. By focusing on health outcomes first, dentists demonstrate that their primary goal is the patient’s overall health rather than simply promoting elective procedures. This helps to foster a relationship based on trust and credibility, and will also set the patient up for a more successful outcome should they choose to progress to a cosmetic treatment.
“Straightening teeth and ensuring the gums are healthy before any cosmetic work is paramount,” says Dr Quill. “It not only helps with oral hygiene but also sets the stage for successful cosmetic treatments.”
This strategy ultimately sets the stage for successful elective treatments by ensuring that patients are physically prepared and emotionally comfortable with the progression to aesthetic improvements.
2. Leverage digital tools for visualisation
Before introducing specific cosmetic treatments, use digital tools like intraoral scanners to provide patients with a visualisation of their potential results. This makes the process more engaging and allows patients to see how alignment and other treatments can serve as a stepping stone to further improvements.
Digital tools enhance patient engagement by allowing them to see a virtual representation of their teeth and potential outcomes, making them more engaged in their treatment plans. This improved engagement can also help start conversations about cosmetic treatments like aligners or veneers, which might otherwise be difficult for patients to conceptualise.
Visualisation may also address patient hesitation by providing reassurance that their investment will deliver noticeable results, potentially improving case acceptance rates. By helping patients visualise the end results early in the process, dentists can create excitement and build confidence in the value of ongoing cosmetic treatments.
3. Introduce clear aligner treatments
Once a foundation of good oral health has been established and patients have visualised their potential results, clear aligner treatments can be introduced as a minimally invasive way to improve dental alignment.
Clear aligners, in particular, are an excellent option for patients who want to straighten their teeth discreetly without the traditional look of metal braces. Aligners not only enhance the patient’s smile aesthetically but also contribute to better oral hygiene by making it easier to clean properly aligned teeth, which can prevent future dental issues such as cavities or gum disease.
Introducing aligners at this stage allows patients to take an active step towards improving their smile in a way that aligns with their lifestyle and comfort level. The dual benefit of aligners – enhancing aesthetics and improving oral health – helps patients see the value in investing in this treatment as part of a broader health strategy.
Patients are often more receptive to additional cosmetic procedures after experiencing the positive changes brought about by aligners. This may help pave the way for further enhancements, such as whitening or veneers.
And with Avant Dental’s Refine Aligner clear aligner system starting from just three stages, it can be an accessible option for patients who would like to begin with minor refinements.
By presenting aligners as a cost-effective step towards achieving an ideal smile, dentists can help patients understand how each phase of treatment builds on the previous one, creating a comprehensive approach to their overall oral health and aesthetic goals.
4. Teeth whitening and gum contouring as complementary treatments
After patients complete aligner treatment, teeth whitening can be introduced as a straightforward way to enhance the overall aesthetics of their newly aligned smile.
Teeth whitening is a non-invasive procedure that is relatively affordable, making it a perfect bridge between structural improvements (like aligners) and more intensive cosmetic enhancements (such as injection moulding).
Whitening is a natural next step for patients who are already invested in improving their smile. It builds on the excitement generated by the aligner results, and provides a noticeable transformation that is easy to achieve.
Teeth whitening also serves as a low-cost entry point for patients who may be cautious about larger expenditures but are ready for visible improvements. This, in turn, allows practices to present an affordable option that keeps patients engaged in their smile transformation journey.
Gum contouring can also be introduced alongside teeth whitening to refine the appearance of the gum line. This treatment is especially effective for patients with a ‘gummy’ smile or uneven gum lines, and helps to reshape and even out the gums to ensure that the teeth are framed by a balanced and proportionate gum line.
Gum contouring is also relatively minimally invasive – especially when performed with laser technology – and provides immediate visual improvements that complement the results of teeth whitening.
By integrating gum contouring at this stage, dentists can offer a more comprehensive cosmetic enhancement that addresses both tooth colour and gum aesthetics to maximise patient satisfaction and provide a well-rounded improvement to their overall smile.
5. Follow-up with injection moulding for cosmetic enhancements
At this stage, patients may be more open to additional cosmetic procedures. Dentists might consider introducing cost-effective options like injection moulding to address any remaining aesthetic concerns, such as chipped or discoloured teeth.
Injection moulding involves using advanced composite materials to create precise, minimally invasive restorations. Dr RL Halili-Castillo, Professional Development Manager at GC Australasia explains: “The injectable composite material allows us to achieve highly aesthetic results with a ceramic-like finish, provided it is polished well.”
One major advantage of composites is that they are repairable, making them a good interim option for patients who might later choose more definitive treatments like ceramic restorations.
“For patients, injection moulding can serve as an interim or transitional treatment option and will typically last a few years until the patient is ready for more definitive treatments like ceramic restorations,” Dr Halili-Castillo adds.
Compared to traditional porcelain veneers or ceramic restorations, injection moulding requires fewer materials and less chair time, which translates into cost savings for both the dentist and the patient.
Injection moulding can be effectively applied in a variety of cosmetic dental procedures, including bonding and repairing minor imperfections like chips or cracks – typically in a single visit.
But Dr Halili-Castillo emphasises the importance of a well-done wax-up: “The final result is only as good as the wax-up provided. If the wax-up is poorly done, it directly impacts the quality of what is transferred into the patient’s mouth.”
Get that right, and injection moulding is an ideal solution for patients seeking aesthetic improvements without the higher costs associated with more extensive procedures.
The final word
Growing cosmetic dentistry in a tighter economic environment is challenging, but the sequential approach provides an accessible pathway for patients. It helps build patient confidence and trust over time, and provides lower-cost entry points with staged transformations that are more financially accessible.
The key lies in making cosmetic care attainable so patients can see it as a worthwhile and realistic investment in themselves, even when times are tough.
Avant Dental is a full-service dental laboratory. To find out more about working with us, please email [email protected] or phone 1800 287 336.