Australasian Dentist Magazine Nov Dec 2021

38 AustrAlAsiAn Dentist CoMPany ProFile e verywhere we turn, we are bombarded with images of flawless celebrities with perfect white smiles. it is no surprise therefore, that the global teeth whitening market is booming. Good news for Australian dentists? not necessarily. One man has a unique insight into the teeth whitening market. stephen Douglas, Managing Director of Boutique Whitening Australia has to date conducted over 1000 interviews with principal dentists. After chatting with many practitioners about their whitening business, steve arrived at this unsettling conclusion: “Many dentists and their practices suffer with poor results from whitening. the result is disappointed patients, complaints about sensitivity and low profitability.” the whitening entrepreneur’s findings agree with a study conducted by the Australian Dental Association, which found that more than two-thirds of people aged 18 to 35 didn’t go to a dentist for their teeth whitening. While only 6% of customers are going to non-dentist services for their whitening, the study found that 50% are buying over-the-counter (OtC) DiY kits from websites, chemists or beauty salons. With or without you Being excluded from a lucrative market, however, isn’t the only bugbear for Australian dentists. “less than half of those who bleached their teeth in 2020 did so under the supervision of a dentist,” steve states, alluding to patient safety concerns. “And 65% of those surveyed were oblivious to the risks of home whitening.” Australian regulations on teeth whitening, steve adds, are not helping the situation. He cited an August ruling which now allows dental clinicians to provide over 6% Hydrogen Peroxide and over 18% Carbamide Peroxide if they feel it is in the best interests of their patients. “Dentists are increasingly now asking to purchase 9% Hydrogen Peroxide just to maintain leverage over the non-dentist whitening methods, but a higher bleaching strength does not necessarily equate to a better bleach,” steve stresses. “Whilst it does allow them tomaintain leverage over the non-dentist whitening methods, it comes with a higher risk of sensitivity and importantly a higher bleaching strength does not necessarily equate to a better whitening results.” this gave non-dentist whitening service providers more leeway as compared to european legislation, which steve says precludes non-dentists from administering whitening gels above 0.01 Hydrogen Peroxide. “On the other hand in Australia, you can walk into supermarkets, salons, hairdressers, beauty salons, spas or purchase from online pharmacies today and buy a whitening products that contains up to 6% Hydrogen Peroxide without dentist supervision, but is it safe?” Give me five! in a bid to help dentists regain their footing in the teeth whitening space and increase the level of patient safety and awareness, steve has launched ‘the expert Whitening secrets’ training and strategy program. As part of the Whitening Project, he promises to teach ‘the skills and techniques’ below used by thousands of dentists in the uK and Australia to overcome these hurdles and set you on the road to a more profitable practice, all built on a foundation of teeth whitening.” the program comprises a 75-minute live session that dentists can access for $37. it includes an evidenced based report on take home whitening from Professor Van Haywood, a us-based practitioner, the ‘Godfather’ of modern teeth whitening. Dentists also receive a complimentary Boutique Whitening kit with a market value of $350 (with trays) when they order the training program. the five main components of the training program “blueprint” are as follows: #1 understanding the local whitening market, and the advantages that a dental practice has over their non-dentist competition. #2 How to avoid the five biggest teeth whitening myths or mistakes that even the top Australian dentists suffer from, that lead to poor results and a lack of confidence. #3 rebuilding these false beliefs, and how to successfully treat tooth stains to provide more effective whitening, with greater consistency and superior results. #4 How the dental team can identify patients that are considering whitening, increase or improve their patient acceptance rates by converting them into paying customers. #5 How to build a highly successful whitening business in a practice by integrating Boutique Whitening. All in the package Without giving too much away, steve shares his advice: “We very much favour the homewhitening over in-chairmethods, it makes better sense for the business as well as giving far superior results.” While customers are welcome to use Boutique’s Whitening products, steve insists the program is not tied to any brand. However, he heavily favours the Boutique products. “they have been developed from a scientific, and evidence based perspective. Boutique also offer a full refund if customers are not completely satisfied with their kits,” he says. “Following in the footsteps of thousands of dentists who have completed our system, i know that if you follow the framework and build these protocols in to your workflow, it will transform your practice and your profits.” u The Whitening Blueprint A step-by-step program that promises more effective whitening, superior results and more profit using the power of teeth whitening By Danny Chan