Think about how much attention has been focused on cosmetic dentistry over the last few years, thanks in part to the popularity of “extreme makeover” television shows and the growing use of at-home whitening products. America’s population of aging baby boomers sees cosmetic dentistry as a way to turn back the hands of time. And today’s younger generation is increasingly willing to invest in their appearance. Yet even with the public’s increased awareness of cosmetic procedures, many dentists still find it difficult to incorporate cosmetic procedures into their practices.

Basic restorations, crown and bridge, and dentures still represent the mainstay for many practices. This means there is still significant room for growth in cosmetic and other elective procedures. Levin Group believes practices should derive 22% or more of production from cosmetic and elective services.

Expanding Cosmetic Dentistry
The following strategies can help you increase cosmetic production in your practice.

1. Enhance Your Cosmetic Skills.
Attend a variety of clinical cosmetic courses to enhance your overall skills. Once you’ve improved your clinical training, you’re prepared to offer a wider variety of cosmetic procedures. CE courses are offered throughout the year by the American Academy of Cosmetic Dentistry and other organizations. Expand your skills and knowledge by learning everything you can about cosmetic dentistry. It’s the first step toward taking your practice to the next level.

2. Educate Every Patient About Cosmetic Services.
Every patient who walks through your door should be educated about all of your cosmetic services. Often, dentists target only certain patients for cosmetic case presentation—usually those with extremely crooked or discolored teeth or those perceived as having disposable income. Alternatively, practices routinely present only one option for the restoration or prosthetic rehabilitation of a tooth or teeth. The dentist delivers a standard presentation and patients may believe that whatever the dentist recommends is the right choice.

Avoid the temptation to prejudge a patient’s interest in improving his or her appearance and oral health. Each patient should be presented with information that describes all the cosmetic dentistry options available. You can do this with a treatment presentation, a hygiene visit, or with a comprehensive cosmetic dentistry brochure. The goal is to thoroughly educate patients about their treatment options. Patients will feel more as if they’re taking an active role in decision making. And they’ll thank you for being a trusted resource for information that has the potential to improve the quality of their lives.

3. Perform a Cosmetic Exam.
Every patient should receive a complimentary cosmetic exam. Many patients are unaware of all the different types of elective services currently available. While dentists may evaluate patients for possible whitening or other cosmetic services, it is often more of a mention than a diagnosis. Levin Group recommends that the cosmetic exam includes scoring each anterior tooth against a shade guide. What’s most helpful to the patient is to explain the shade guide before the cosmetic exam. This task can be easily assigned to the assistant or hygienist.

By educating patients about their current cosmetic condition against the standard of a shade guide, the dentist paints a clear picture of one avenue where dramatic improvement is possible. Who wouldn’t want to know how to significantly improve his or her smile by simply undergoing basic cosmetic dentistry? Patients walk away from the exam with a better understanding of their current cosmetic condition. The dentist also has opened a dialogue about cosmetic procedures, provided a diagnosis, and outlined some treatment options.

4. Update Your Office Décor.
How your practice looks to patients considering cosmetic dentistry may be as important as the treatment plan presentation! A dental office with out-of-date or threadbare furnishings and carpeting does not create the impression that significant improvements to anyone’s appearance takes place there.

While having an attractive office is important for any type of dental practice, it is especially true for practices seeking to add cosmetic dentistry into the service mix on a consistent and profitable basis. You should update your office décor to keep it contemporary. Rearrange furniture, lamps, and floral arrangements regularly to give the reception area a fresh look. Patients, especially those considering cosmetic procedures, often think of dentists who have the most esthetically pleasing offices as those with the best clinical skills.

5. Change Your Practice Culture.
Changing your practice culture can be the biggest challenge you face when building a cosmetic practice. Once you’ve become excited and motivated about cosmetic dentistry, it’s essential that the team begins to adopt the same attitude. If team members are not enthusiastic about cosmetic dentistry, then it will be difficult to take your practice to the next level.

As the practice leader, you must engage and inspire your dental team with your passion and knowledge about cosmetic dentistry. Constantly talk about cosmetic dentistry and educate team members about specific procedures. Promote cosmetic services in morning meetings and during interactions throughout the day. You can initiate discussions with your team about the benefits of cosmetic procedures. Another good strategy is to offer cosmetic services to your dental team at no cost, or at a reduced rate. Your team’s appearance can “wow” your patients and open the door to conversations between your staff and patients about the real-life transformations that are possible with cosmetic dentistry.

6. Use Multiple Internal Marketing Strategies.
Highly visible external methods of advertising such as newspaper and magazine ads, billboards, and radio commercials are expensive, but they can certainly create awareness of your practice’s commitment to and expertise in cosmetic dentistry. However, most practices can create this perception and experience increased cosmetic production by simply promoting cosmetic services to current patients.

Every patient should be clearly aware that your practice offers cosmetic dentistry procedures as a normal part of your service mix. Patient interest can be sparked by posters, brochures and other materials. Launch an awareness campaign with periodic cosmetic dentistry updates to patients via newsletters or emails. By initiating multiple awareness strategies, the practice can generate greater interest in cosmetic procedures.

Conclusion
Cosmetic dentistry is still growing. And in all likelihood, it will grow even more in the next decade. Each practice will need to craft its own approach to educating patients, creating awareness, changing practice culture, and effectively marketing cosmetic treatment options. By combining the strategies outlined in this article, practices can move to higher levels of cosmetic dentistry practice production.

To receive a complimentary copy of “10 Tips for Building Your Cosmetic Practice,” call (888) 973-0000 or send your name, phone number, and address to customerservice@levingroup.com with “Cosmetic Dentistry 10 Tips” in the subject line.

Dr Roger P Levin is founder and chief executive officer of Levin Group, Inc, a leading dental practice management consulting firm that provides a comprehensive suite of lifetime services to its clients and partners. Since 1985, Levin Group has embraced one single mission—to improve the lives of dentists.

For more than 20 years, Levin Group has helped thousands of general dentists and specialists increase their satisfaction with practicing dentistry. Levin Group may be reached at (888) 973-0000 and customerservice@levingroup.com