If your cosmetic dental marketing included men in 2011, then you most likely saw a bump upward in cosmetic dentistry procedures and ended the year on a high note.

According to the 2011 State of the Cosmetic Dentistry Industry survey from the American Academy of Cosmetic Dentistry, more men got comfy with cosmetic dentistry in 2011.

Respondents to the cosmetic dentistry survey were asked to indicate the percentage of their patients in 2011 by gender. Three‐fifths of cosmetic dentistry patients were female (60%), and two‐fifths were male (40%) representing a 7‐point swing toward males from the 2007 survey.

However, if cosmetic dentists used Internet marketing for more new patients in 2011 they further out-performed the competition due to the biggest change in the factor driving demand at cosmetic practices: the increase in Internet usage by patients. This factor rose 25 points since the 2007 survey.

Not surprising as more dental patients turn to the Internet to find cosmetic dentists.

From the AACD report

Other interesting survey results were:

–Of cosmetic dentists who offered financing, 78% of respondents reported that third-party financing options helped patients get to a “yes” decision.

–At the high end, 3% of practices indicated an average amount of $20,000 or more spent on cosmetic procedures per patient—the same as indicated in the 2007 benchmark survey. At the other extreme, 6% of practices reported average patient costs of less than $500—a 4‐point increase since 2007. The modal (most often indicated) categories were $2,500 ‐ $4,999 (19%) and $5,000 ‐ $9,999 (15%), both down several points since 2007.

–The average practice reported total revenues for all dentistry procedures (both cosmetic and non‐cosmetic) in 2011 at $1 million, comparable to data collected in 2007. Compared to the 2007 survey, the lowest category (less than $500,000) has increased by 6 points; offset by the 6‐point positive swing in the $1.25 million to $1.99 million categories. The “more than $2 million” category remained unchanged since 2007 at 8% of those reporting.

–Dentists saw a revenue increase in 2011 in crown and bridge work procedures, direct bonding posterior and anterior procedures and dental implant procedures.

–On average, 49% of dental patients were between the ages of 31 and 50. The number of patients age 20 and younger grew significantly in 2011 to 17% from only 5% in 2007.

–Dental patient issues of primary concern were appearance, cost and longevity of treatment results.

–The average number of dental laboratories used was 3.15, an indication of lab loyalty over the 2007 average of 3.5 labs used. Esthetic considerations was the top concern (79%) in selecting which dental laboratory to use, with procedure or specialty not far behind at 64%.

–When asked to indicate the number of patients their practices had for cosmetic dentistry procedures in 2011 (counting multiple visits by the same patients as one visit), 4% of practices had 1,000 or more patients—a marked decline since 2007 when 16% of respondents reported 1,000 or more. At the opposite end of the spectrum, 11% had fewer than 25 patients. The average number of cosmetic patients per practice in 2011 was 247, down significantly from an average of 485 in 2007.

However, when looking at specific cosmetic dentistry procedures, participants in the survey overwhelmingly
believe that revenues generated from cosmetic dental treatments have either increased or stayed the
same year over year, and their expectation is that revenues will continue to increase or stay the same into next year.

To view the complete results from the AACD survey, click here (will open in a pdf)