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Meeting demand for cosmetic dentistry

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  Posted by: Dental Design      25th October 2020

What’s next? That is the question many of us are asking ourselves as the end of 2020 draws closer and we take time to reflect on an unprecedented period of our history. The global health climate has led to a dramatic change in the way we live, with significant ongoing effects for both individuals and industries. For dentistry, in particular, the COVID-19 crisis has continued to pose various challenges on the delivery of high-quality care, yet demand for dental services remains higher than ever. This is putting greater pressure on practices to keep up with an influx of patients seeking treatment – whether for routine dentistry or elective procedures.

With the nationwide lockdown earlier in the year, most of the UK population was forced to stay at home in an attempt to curb the spread of infection. During and since this time, a so-called “Zoom boom” has arisen, where video calling through Zoom or other similar applications has become part of daily life, enabling many individuals to keep in touch with friends and family in isolation. Of course, with the Zoom boom providing additional opportunities for people to scrutinise their appearance, there has been increasing interest among patients for cosmetic procedures. This interest has only been further driven by the convenience of virtual consultations, which offer the ideal platform for patients to enquire about treatment.

Indeed, the British Association of Aesthetic Plastic Surgeons has reported a staggering 60–70% rise in the number of surgeons offering virtual consultations amid a surge in demand. It is believed that this is due to patients researching treatment options at home more during lockdown.[1] These trends are gaining momentum within the dental profession as well, especially in relation to cosmetic dentistry. Of course, with the majority of their time being spent at home, many people have had plenty of opportunities to reflect on the way they look. Furthermore, not being able to go out as a result of social distancing measures has meant some people currently have greater disposable income that they are prepared to spend on improving the health and appearance of their smile.[2]

It is clear that patients are keen to take a more active role in their oral care, which can be encouraging for us as dental professionals, given that patients are likely to be more engaged with treatment and, therefore, more receptive to our recommendations. However, this desire to be in greater control over treatment can come with various challenges. For instance, some patients are willing to take their oral health into their own hands by performing DIY dentistry on themselves – an alarming trend that became more prevalent during lockdown, when access to dental care was extremely limited. In fact, a recent poll carried out by the Association of Dental Groups found that one in four UK households attempted at least one form of DIY dentistry during lockdown, including the extraction of teeth.[3]

Although many dental practices have now re-opened to the public, social distancing measures and a backlog of appointments have meant that some patients are struggling to get the treatment they need. As such, they might be more tempted by DIY dentistry, despite the consequences that this can have on their general and oral health. The importance of seeking professional treatment should be emphasised to patients in this case, particularly if they are interested in cosmetic dentistry. The number of patients seeking to enhance their smile through cosmetic dental procedures will, no doubt, continue to rise post-pandemic, but the success of treatment is heavily reliant on managing patients’ expectations effectively. This begins with having an open and honest conversation with patients about their smile aspirations and how they hope treatment will help them achieve these goals.

It is important to be aware that some patients might have a pre-conceived idea of cosmetic dental treatment that contrasts with the reality of the clinical situation. For instance, a patient may present with multiple complaints that require more advanced procedures in order to achieve the desired aesthetic and functional result. If this is beyond your professional remit, you can refer to a trusted partner like Ten Dental+Facial, who offers a comprehensive treatment range that includes cosmetic dentistry. The multi award-winning team is comprised of general dentists, specialist clinicians, and dental implantologists that can effectively support you in treating both simple and complex cases.

Over the course of the last year, many people have truly realised how important dentistry is to their overall health and wellbeing, especially as treatment hasn’t been available to them in the same capacity as before the pandemic. This is good news for the profession, as the demand for dentistry is likely to remain high, especially when it comes to cosmetic procedures that can help patients look and feel good, thereby improving their quality of life. As we look ahead to 2021 and beyond, take this opportunity to prepare for a new wave of patients who are eager to invest in their smile. Preparation is key if dental professionals are to continue providing the exceptional quality care that patients expect and deserve.

 

For more information visit www.tendental.com or call on 020 33932623

 

[1] Response Source. (2020) “Zoom Boom” – UK cosmetic surgeons see massive rise in demand for online consultations but urge caution. Available at: https://pressreleases.responsesource.com/news/99857/zoom-boom-uk-cosmetic-surgeons-see-massive-rise-in-demand/. [Last accessed: 08.09.20].

[2] Southworth, P. (2020) Teeth whitening boom fuelled by people looking in mirror more during lockdown, dentists reveal. The Telegraph. Available at: https://www.telegraph.co.uk/news/2020/09/05/teeth-whitening-boom-fuelled-people-looking-mirror-lockdown/. [Last accessed: 08.09.20].

[3] Bissett, G. (2020) One quarter of UK attempted DIY dentistry during lockdown. Dentistry. Available at: https://www.dentistry.co.uk/2020/09/02/one-quarter-attempted-diy-dentistry. [Last accessed: 08.09.20].


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