Smile For Referrals
Given today’s research on the power of an esthetic smile, every clinician should consider offering high-patient-demand cosmetic dental treatment—from whitening and clear aligners to veneers, and beyond
Patients will often go to great lengths to improve the quality of their smile, and recent studies from the American Academy of Cosmetic Dentistry reveal that the average patient will spend upwards of $5,000 on cosmetic dental treatment. In Dr. Karyn Halpern’s general and cosmetic practice in Port Jefferson, NY, some of the most popular cosmetic procedures are porcelain veneers and crowns, cosmetic bonding, esthetic crown lengthening, and periodontal treatment of gum recession.
"Patients who have smile makeovers with some of our more advanced cosmetic treatments, such as veneers and periodontal plastic surgeries, will very often refer their family and friends after treatment."
-Karyn Halpern, DMD, MS
While Dr. Halpern relies on many tools and technologies—among them 3D digital impressions, digital smile design, and good photography—to create a diagnostic analysis and help patients visualize their treatment options, the most important equipment in her operatory is a surprising one—her ears.
“I always interview the patient first and listen to their concerns and desires so that I can be confident I’m proposing treatment options that are in alignment with their goals,” she shared. “I take the time to get to know the patient and find out what they want, showing them photos of prior cases that illustrate different treatment options.”
The Whitening Hook
In-office whitening continues to top the charts when it comes to the most-requested cosmetic dental treatments, in part thanks to a growing selfie culture where people can capture and post images 24/7. In fact, more than 1 million selfies are taken every day, with one study revealing that the average millennial could end up taking over 25,000 selfies in his or her lifetime.
“The most common cosmetic dentistry procedure requested in my practice is tooth whitening,” shared Dr. Halpern, adding that treatments such as the Smile Perfected whitening system are very popular among her patients. “Smile Perfected is extremely convenient because it can be performed at the end of a prophylaxis appointment, takes only 20 minutes of chair time, causes no sensitivity, and is affordable. Our patients love it.”
Adding a treatment like whitening to your roster of services can be an unexpected practice builder that holds the door open for new patients and expanded treatment opportunities.
“It is surprising to us how many patients call us up to come to our office specifically for our tooth whitening procedures,” said Dr. Halpern. “Often, a patient will tell us that their initial reason for checking out our office is because their previous dentist was not offering any whitening procedures.”
Here's Something to Smile About
While whitening or other cosmetic services may be the hook that brings new patients into the practice, once their treatment is complete, they share their whiter, straighter smiles with family, friends, co-workers, and—perhaps most importantly—on their social media accounts. These essential word-of-mouth referrals, which work extremely well in building a practice’s following as well as its bottom line, extend far beyond whitening.
"Word-of-mouth referrals are always a great practice builder. Patients who have smile makeovers with some of our more advanced cosmetic treatments, such as veneers and periodontal plastic surgeries, will very often refer their family and friends after treatment,” said Dr. Halpern, adding that she also displays a slideshow of before-and-after cosmetic cases on a TV screen in the hygiene operatories and shares stories and photos of recent patient cases on the practice’s website and social media channels.
It’s predicted that more and more patients will continue to request cosmetic treatments—from whitening to crown lengthening to veneers. Luckily, dental manufacturers have stepped up to the challenge with materials, systems, and techniques that offer speed, simplicity, and esthetics.