David Oultram suggests that dentists can boost revenue by meeting increased patient demand for cosmetic dentistry.
Clear aligner orthodontic treatment has become a popular treatment over recent years; its relative subtlety compared to braces and increasing availability have made it an attractive proposition for anyone looking to enhance their smile.
As a treatment that does not generally involve AGPs (aerosol generating procedures), orthodontic treatment should, in theory, be less disrupted by the requirements of fallow time. In addition, treatment take-up has potentially been helped by the continued widespread advertising by direct-to-consumer companies, which has raised general public awareness of this type of orthodontic treatment.
In fact, such has been the recent impact of direct-to-consumer companies that in February this year the General Dental Council responded to concerns about remote providers who offer orthodontic services “without face-to-face patient contact with a registrant authorised to provide direct services to patients”, which is a legal requirement under the Dentists Act 1984. The GDC has since put out a call for evidence on the risk they present and the British Dental Association is also urging the GDC to look at the growing weight of evidence emerging from overseas.
An opportunity
Whilst these investigations continue, the demand for clear aligner treatment remains strong. Anecdotal reports from UK dentists show an increase in demand for cosmetic dentistry, particularly amongst the 18-35 age group. Mick Armstrong, former chair of the BDA, also recently acknowledged that, “Dentists are running at a fraction of their former capacity, but clearly patient demand hasn’t gone anywhere. There are millions seeking routine care, urgent treatment and cosmetic work.”
As a result of the pandemic, many patients have been hit hard by job losses or the prospect of challenging times, while others find themselves with cash to spare after spending more time at home and foregoing holidays abroad this summer. Anecdotal evidence from some dentists suggests that many of these have turned to cosmetic dentistry to give themselves a boost, perhaps feeling that if they’re going to be out in public less, it’s the perfect time to undergo cosmetic work.
This increase in disposable income among some cohorts within the population represents an opportunity for dentists to offer a comprehensive but cost-effective smile makeover, which could include clear aligner treatment and other treatments such as whitening and composite restorations to enhance and improve the smile.
Some of these treatments do not require PPE and although some face-to-face visits are essential, many follow-up appointments can be carried out via teledentistry, making them a cost-effective and time-saving income stream that can help to fill the revenue gap many practices are currently facing.
A new generation
There are a number of aligner systems available and one of the newest is Henry Schein Dental’s recently launched Reveal Clear Aligners. This offers options for experienced orthodontists and also general dentists who are exploring the possibilities offered by aligner treatment.
Using a web-based portal, the dentist can upload digital impressions of their patient’s dentition taken by any intraoral scanner as an open STL file (conventional impressions are accepted).
After upload at the Reveal scanning lab, the aligner treatment plan is designed and generated at our manufacturing laboratory, utilising the clinical and technical expertise of the team and their knowledge of the clear aligner system. The treatment plan is then sent back to the dentist for approval and acceptance by the patient. Orthodontists and general dentists with a special interest in orthodontics and aligner experience have the option to design the treatment plan themselves within the portal for both simple and more complex cases.
Smarter, less invasive technology
Commonly cited disadvantages with many aligner systems are aligner discolouration and the unexpected requirement for bonded attachments which change the appearance of teeth during treatment.
New generation aligners, such as Reveal, are made from clearer material that are resistant to staining and are engineered to fit in much closer proximity to the teeth with optimised height to capture the interproximal and gingival margins. This gives more control over tooth movement and lessens the need for bonded attachments.
How to ‘sell’ it
Cosmetic dentistry, such as clear aligner treatment, enables dentists to add low-risk, income-generating treatments to the appointment book, which require minimum fallow time, thus helping to bring greater efficiency and increased patient numbers into the practice.
A simple question posed to patients asking them, “What, if anything, would you like to improve about your smile?” can open up a conversation which may lead to a cosmetic treatment plan, covering teeth straightening, whitening and even implants.
Most dentist-led clear aligner solutions provide free advertising materials such as posters, videos, website content and social media posts. An email sent out to current patients, an advert on the practice website or other marketing through a practice management system will let patients know that these options are available to them under the care of their own trusted dentist.
Cosmetic dentistry, such as clear aligner treatment, is a positive, potentially life-enhancing treatment option that all dentists can offer. It often requires minimal investment yet comes with ready support from service providers and dental companies who are trying to help their customers bounce back after a difficult year. It may well be just the boost that dentists and their patients need.
References available on request.