Is Cosmetic Dentistry an Industry or an Art?

Everyone Loses if Health and Aesthetics Are at Odds

Last week’s editorial, Is Cosmetic Dentistry Dying?, stirred several comments, both insightful and controversial, about the future of cosmetic dentistry. (I’ve added highlighting.)

Are dentists losing control of cosmetics?

“I’m not at all surprised that cosmetic dentistry is on the decline. In fact, I’ve been saying this for at least 3-4 years. The manner in which dentistry embraced the need for everyone to have white, straight teeth as a life-changing necessity reminded me of the economic bubbles which have lead to catastrophic financial decline. Tooth whitening booths staffed by non-professionals seem to be legal and now abound in shopping malls, advertising their services with statements like ‘Why pay dentists hundreds of dollars when…’ Will prep-free veneers be the next service available over-the-counter?”

Larry Barsh, DMD
Founder, SnoringIsntSexy.com

Is it our own fault for being short-sighted?

“The trend is really not that surprising. Part of the problem is that dentists began to advertise and market towards cosmetic procedures and treated these issues prior to getting the patient healthy. This of course goes back to the opposing views between being in health care (as dentistry should be viewed by both patients and providers) versus being a business in which the bottom line is profit. Since cosmetic treatments are generally not covered by insurance, and are usually financially rewarding, many of our colleagues lost sight of our basic requirement (to get the mouth healthy) and performed treatment modalities the patient desired. Some of these treatments have failed because of the short sightedness of the doctor and now add in the financial disarray of the country and the declining trend is obvious. People are now trying to get by with the minimum.“

Lawrence Bartos

So what does it mean?

I see at least three themes here: (1) the economics of dentistry; (2) dentistry’s obligation to health care; and (3) consumer demand. The trade-offs of the first two can be argued to infinity. But these arguments all get thrown to the wayside in light of “Consumer Demand.”

Last week’s graph is characteristic of consumer demand.

Cosmetic dentistry web trends

We have to remember that Cosmetic Dentistry has become an industry. Just count up the number of “Cosmetic Gurus” on the speaking circuit, the Cosmetic Institutes, and the number of Cosmetic Materials and Equipment suppliers. All of these groups have a major economic investment in beating the drum and growing the industry.

Even more important are the tens of thousands of dentists who have invested their hard-earned time and money in this industry. Cosmetics allow dentists to express themselves as artists. “Art” is an emotion. And I believe that it is this artistic emotion that has driven the Cosmetic Dental Industry to this point.

The real question, which we will explore next week, is centered on the “Demand” side of the equation. Is the market for cosmetic dentistry dying in face of the lack of consumer demand?

Post your comments

http://www.snoringisntsexy.com Larry Barsh, DMD

Jim

You completely missed the point of what I was saying. My comments had absolutely nothing to do with losing control of cosmetics. My point was that cosmetics have overshadowed all other aspects of dentistry to its detriment.

Dentistry, in general, has drifted further and further away from our roots as a health profession. By simply stating that any part of dentistry is an INDUSTRY is falling victim to what the government and insurance companies want the public to think of the health professions. We continue to lose the title which we worked so hard to obtain. We have become health care providers and ceased to be DOCTORS. We allow the public to use the terminology “Doctors and Dentists.” As a professor of mine in dental school used to say ” We are doctors, damn it!”

The importance of “expressing [ourselves] as artists” and maintaining an ROI in the “industry” of cosmetic dentistry pales in comparison to our need to maintain the public’s oral and general health. Sure, part of that health is appearance and self-esteem but it must not continue to be the sole driving force of dentistry as you imply. Your statement “And I believe that it is this artistic emotion that has driven the Cosmetic Dental Industry to this point.” is, in my opinion way off target. The driving force is rather that one can charge $1000 – $2000+ per veneer – where else can one make this sort of money? More likely the need to lease the newest Lexus than express artistic integrity.

Because there are an over abundance of “Cosmetic Gurus” on the circuit or because the dental device/product manufacturers have jumped on an economic band wagon adds no validity to the premise that cosmetic dentistry should remain the driving force of dentistry. Financial and temporal investment does not mean that a segment of a profession should be allowed to dominate that profession nor does the investment bestow the right to continue to maintain prominence. Cosmetic dentistry reached its zenith in the late 20th and early 21st century and, with or without the economic recession, is retreating into simply another service that we can offer.

Cosmetic dentistry as a “specialty” is retreating as is consumer demand for the service and with it the re-emergence of the dentist as a necessary part of health care team.

While we are on the subject of consumer demand (I do hate the use of terms like consumer for people searching for health care information.) … At SnoringIsntSexy.com, I’ve provided the opportunity for patients to find a well-trained and sleep educated dentist who offers oral appliance therapy for snoring and sleep apnea. In the past month alone, we have had over 700 searches by zip code from patients looking for a dentist who can help control snoring and sleep apnea. The complete list is at snoringisntsexy.info/city.cfm. Talk about “consumer” demand…

We are in an unprecedented era in dentistry. Research articles abound about the role that periodontal disease plays in inflammation and endothelial dysfunction leading to heart disease and stroke. Dentists now are called upon to recognize the importance of screening their patients for snoring and sleep apnea and working with physician colleagues to improve the health and save the lives of millions of patients in the management of sleep-breathing problems.

As dentists practicing in the 21st century we are offered the opportunity to return to a health-based profession rather than a cosmetic-based industry that serves the health of the public on the sider. We can actually save lives!

No, the financial returns may not be as great but then millions are out of work while we are offered a unique opportunity to change the face of dentistry and grow our practices while reestablishing dentistry as necessary health profession.

Larry Barsh, DMD
Founder, Snoring Isn’t Sexy
Dr. David Buck

I have seen this trend for some time. What I would add to the discussion is now we have the ability to integrate function and cosmetics together harmoniously so that patients with debilitated dentitions, and or various pain states can be healthy. This is the power of neuromuscular dentistry which is taught by the leading so called by many “Cosmetic Institute” in the country… LVI.
My cases now have the combined and rewarding outcome of providing beautiful cosmetics, while at the same time establishing healthy joints, musculature and function. Although patients do have a strong desire for beautiful teeth, many feel just for vanity sake is not enough justification to spend on themselves. However when these patients experience the benefits and comfort from improved function and reduction in jaw pain, headaches,sore neck/shoulders and many other maladies, they are comfortable justifying the expense on the basis of health and function. The added benefit which is a powerful after-effect of neuromuscular treatment is the cosmetic enhancement, but the core decision to go ahead with treatment is function and comfort.
http://www.cds-2-go.com Herb Young

While the promise of a life changing event with a new mouth and very expensive price tag has been the driver for cosmetic dentistry, it doesn’t address the value proposition for the consumer who is maybe over-promised, maybe over-sold, and over-charged for this luxury. Has the dental industry truely understood consumers’ need sets, or is it the Hollywood, glamour that is being sold to the wealthy minority? How many consumers can afford the average, $5,000 mouth, let alone, $10K, $20K, or even $30K? Is it vanity that the industry is selling? The data presented here represents not only a declining interest well before the recession, but also the proliferation of competition, and aesthetic vs. health issue that has occurred in chasing after the dollar.

Herb Young
http://drharrylong.com Dr. Harry A. Long

Dental care is the most undersold market in the world today. The ADA says 50% of the adult population does not see a dentist regularly. Historically, the worst patients are those who really need care. They got that way because of the way they think. They come in and take up your time and then they choose to not follow your treatment plan.

I disagree with Dr. Young when he says that consumers cannot afford to put 10-30K into their mouths. These same consumers have the latest phones with service at $100 plus per month, they travel, they have the latest car models and multiple Big Screen TVs. They have the money and the discretion to spend it. Dentistry is undersold!!

I have hundreds of digital images of mouths where dentistry has been undersold. These people come in every day to get resolution to their perceived problems. Problems which other dentists either did not see or did not wish to treat.

Dental Insurance is a major contributor to dental undertreatment. $1,000 per year, although great in 1973 as a benefit, does not cover much today.

As long as people are buying new cars,, big TVs, clothing and traveling, there will be a need for Cosmetic Dental care. After all, “Your Smile Is YOur Ultimate Accessory!!”

Help your patients to make the best choice they can make.

A great smile is a life changing purchase!!
http://www.insightsfordentists.com Dental Marketing Options

I’m confused as to the purpose of this article. Does it matter whether dentistry is considered an industry or an art? As long as patients get what they want, pay for what they want and get what they pay for, it’s just an industry like any other.