Practice Management Toolkit It's Time for Whitening Roger P. Levin, DDS, MBA While tooth whitening has been a significant aspect of aesthetic dentistry for the last decade, tens of millions of Americans have not yet taken advantage of this fantastic service. Up until now tooth whitening has been recommended by the dental practice. Although leading manufacturers have provided excellent products, education, and support to practices, many dentists and hygienists have not thoroughly informed every patient about tooth whitening options. Over-the-Counter Craze An increased variety of whitening treatment options have recently been developed, especially over-the-counter products like Procter & Gamble's Crest Whitestrips which are now available at retail stores. The products and their advertising campaigns have motivated patients to begin asking their dentists about whitening. Initial sales of Whitestrips have been extremely successful, and many Americans are beginning to view tooth whitening as equally important as hair care, make-up, or fashion. Procter & Gamble Whitestrips, the leading retail whitening product, also has an alternative professional kit with increased concentrations of hydrogen peroxide and more strips that can be used by dental practices. When patients are introduced to whitening through retail products the advantage is that they are becoming more attuned to cosmetic dentistry. But when patients are introduced to whitening and Whitestrips by their dentists they have the added advantage of being guided by professionals who are aware of the potential benefits and limitations of the various whitening methods currently available. The Crest Whitestrips advertising campaign is destined to have a significant impact on the American public's perception of tooth whitening and cosmetic dentistry. When patients visit their dentist with a new awareness about cosmetic dentistry, they will be more open to exploring the best option to achieve the best cosmetic results. This new willingness to consider other whitening options is aided by Procter & Gambles Whitestrips promotional campaign which emphasizes achieving beautiful smiles through the comfort, convenience, and effectiveness of tooth whitening. Over-the-counter products like Whitestrips will remain a significant aspect of tooth whitening, but they will also create an opportunity to literally triple the number of professionally administered whitening cases. To put it simply, patients trust their dentists and hygienists, and will follow their recommendations as long as they are provided with reasonable education and benefit-oriented information. Many patients who are seeking to improve the color of their teeth would benefit from tray whitening and will be willing to avail themselves of this service if the practice gives the appropriate information. For a number of patients, the Crest Whitestrips Professional kit will be just the first step taken in cosmetic dentistry. Many practices have profited significantly from the sale of the Professional kit, but they have also tripled their tray whitening cases based on the heightened interest of the public and its inquiries to dentists about cosmetic dentistry. It is reasonable to expect that some of these patients will now seek additional cosmetic procedures or tray whitening since some patients will require more intense treatment to gain the desired results. If just eight Crest Whitestrips patients per month return to the dental office for additional cosmetic treatment, then this new stream of cosmetic revenue can significantly add to the practice's bottom line. Conclusion Interest in tooth-whitening procedures will be the catalyst for a significant increase in aesthetic treatment. Tooth whitening kits, both retail and professional, along with the increased cosmetic advertising that supports the importance of whiter teeth has enabled patients to be more amenable to various aesthetic treatments. Many contemporary practices should now be able to increase their revenues by incorporating a variety of whitening opportunities. This is the best era ever to build a cosmetic component in your practice and take aesthetic dentistry to new heights.
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Levin
Group is the nation's leading dental practice management and marketing
consulting firm, building practice profitability through advanced
management systems for 15 years. In an effort to address the issues
that are important to the dental profession, Dr. Levin welcomes your
practice management questions. Please fax or mail your comments tohdr3
Dr. Levin at The Compendium (fax 732-656-1148).