Nicolas Coomber discusses whether the pandemic has changed opinions on elective dentistry.
As we gratefully booked our post-lockdown haircuts, we did so with a new appreciation of how good it is to feel confident about our appearance. And with practices reporting higher demand than ever for procedures like bonding, patients are also being motivated to improve their smiles, crucially with the support of the professional dental team.
I say ‘crucially’ because the internet has long been full of (often dubious) DIY dentistry tips, as well as products to buy, from whitening aids to over-the-counter orthodontic appliances, that bypass a visit to an experienced, trained clinician. Did the pandemic give elective dentistry a rebrand? Well, some are claiming that teeth are now part of the “self-care beauty boom... up there with luxury skincare, healthcare and makeup”. People are happy to talk about their decision to have elective treatment to look better and enjoy a boost to their self-confidence and self- esteem, no longer embarrassed about being seen as vain, insecure or self-indulgent. Dental influencers are also going mainstream, with many reporting how they have gained thousands of Instagram followers since March 2020.
Proud of making a choice
A beautiful smile is an asset historically and culturally associated with youth, health and goodness – every fairy-tale has a villain with crooked teeth. Cost was probably a main reason people hesitated to invest before; in the general media, there has been some perpetuating of the myth that the only way to access affordable cosmetic dental work is to go to a clinic abroad. Also, perhaps patients were being put off by too many examples of unnatural-looking treatment. But people are now discovering that modern, ethical dentistry is actually about subtle improvement, looking like a better version of themselves rather than someone completely different. This is empowering for the patient as well as great for practices. If your patient gets asked for the secret of why they are looking so good, because your treatment has managed to balance that fine line of minimal and yet wholly transformative, this will be brilliant for business.
Always the practice
The dental practice is part of self-care because a patient will not only be investing in gold-standard treatment for better aesthetics, with no compromise to function, but they are investing in their health and wellbeing too. The returns are ongoing and will last for years. If we take tooth whitening, nearly everyone wants whiter teeth that are free from stains. But safe, effective whitening must only be delivered at the dental practice by a qualified professional, despite the availability of over-the-counter products that make big promises. A dental professional will deliver a natural result as well as instruction about how to keep the treatment beautifully maintained. By maintenance, we actually mean preventive maintenance, because the tools, behaviours and practices that will help the result to last (including correct cleaning – often people don’t realise how gentle optimal toothbrushing technique is) will also reduce your patient’s risk of developing dental disease in the future.
Emotional wealth
The emotional impact of successful restorative-cosmetic treatment is something you may have seen in your own surgery. It is one of the most rewarding parts of the job, as it can still be rare that a dental clinician gets thanks for doing something nice! To be an exceptional dentist is like being a scientist, an artist and technician, all rolled into one. It is also to be kind and gentle, preserving the optimal amount of healthy tooth structure in the pursuit of an aesthetically beautiful and functional outcome. With the latest restorative techniques and materials, the tiniest tweak, delivered safely, efficiently using only the very best materials can be the difference that creates a smile to be proud of. Coltene’s materials for restorative dentistry support this minimally invasive, enduring approach. Dentists can use its One Coat 7 Universal, light-cured, one-component bonding agent for exceptional bonding to keep their restorative treatments stable, also Brilliant EverGlow universal composite to effectively mimic the appearance of the tooth, and the Brilliant Componeer veneering system, prefabricated veneers, for aesthetic anterior restorations - in just one visit.
Is now the time for dentistry to shine? To show it’s not about pain and drills, but beauty, health and gentle, ethical care and a lifetime of wellbeing? Use this increased interest and demand to hone your techniques and bring in the right materials to meet your patients’ needs and your own clinical requirements. With the whole team on board, in terms of maintenance and ongoing care, a patient who came in for elective treatment, could stay for years, working in partnership with all of you, for a lifetime of oral health.