Australasian Dentist Issue 93

CATEGORY 30 AUSTRALASIAN DENTIST T he global teeth whitening market is set to grow to USD $8 billion by 2026.* The market size in Australia for teeth whitening is the entire 13 million adult population. Australian Dental Board reported in 2020, at least one in five (20%) adult patients were considering whitening their teeth. Of a survey sample of 25,000 Australian adults conducted for the ADA, the peak dental body found that 22% of us have whitened our teeth – an 8% increase since it first started recording this data in 2017. 19% of respondents using take-home kits and 14% opting for in- clinic whitening. However, the Australian Dental Board statistics shows that only a third of these people choose to seek the help of their dentist. Current perception of dental practices in Australia Let’s consider revenue streams. From a dentist’s perspective, teeth whitening is not always seen as a primary procedure in terms of generating profit, and usually takes a back seat to orthodontics, implants, and smile make-overs. Based on the above statistics, the demand for whitening is still growing rapidly. The public are constantly bombarded with perfect images of celebrities with flawless smiles. Combine this with peer pressure, the selfie phenomenon and now Zoom meetings, patients are more motivated than ever to whiten their teeth and improve their smiles. Stained teeth cause emotional distress. Improving a person’s smile is not just about them looking good physically it is about resolving an emotional pain. Whitening done wrong is a Health Hazard In Australia less than half of patients attend the dentist for their whitening, and a staggering 65% have no idea about the associated risks of using unregulated products. Two thirds of the population suffer from dental anxiety and are therefore less inclined to even consider the help of their dentist. Clearly, there is a serious underlying problem in Australia. With unregulated, or outright illegal, whitening options available so cheaply and at the click of a button, it is becoming more difficult to protect patients from swollen lips, burnt gums and disfigurement. Chemists, supermarkets, pharmacies, hairdressers, or beauticians who whiten teeth are also part of the problem. To make matters worse, there are a plethora of gimmicks such as LED lights, that despite popular opinion, simply do not work. The one thing missing from all these options, is the clinical knowledgeof a traineddental professional.Without acomprehensive dental examination no-one is checking for underlying pathology. No-one is checking for sensitivity issues. No-one is checking for overall suitability for whitening. You wouldn’t let a gardener fix the brakes on your car. Why would you trust an online shop, or anyone but a dentist to whiten your teeth? One of the major problems I am fighting to overcome is that even dentists are not invulnerable to marketing hype, and all too often, they follow the noise and not the evidence when it comes to whitening. I aim to change that. The Teeth Whitening Market in Australia A paradigm shift in Teeth Whitening Our research undertaken in Australia, based on 400 dental practice visits, and 2,000 telephone interviews with principal dentists, practice managers, and dentists revealed the following: u There is a lack of confidence in the results u Inconsistencies with shade improve­ ment u Fear of sensitivity u Lack of knowledge on protocols – which gel and for how long u Belief that whitening is not profitable However, by providing the skills and techniques required to overcome the above misconceptions, we have an opportunity to create whitening centres of excellence nationally. Your local opportunity By following a proven set of clinical protocols, andmarketing strategy The Whitening Project can show you how to increase revenue by an additional $75,000 – $100,000 a year. Whitening is incredibly profitable! The gross margin on take home whitening is between 50 and 60% with very little clinical time. If you follow my blueprint, and use the very best, multi-award- winning, professional whitening products, you can significantly increase their new patient list through high quality referrals. TOOTH WHITENING Stephen Douglas