SOLUTION How teeth alignment can augment other aesthetic treatments
The Full Aesthetic Solution General dental practitioners have traditionally diagnosed, treated and prevented diseases and abnormalities of the teeth, mouth and jaws, while plastic surgeons and cosmetic dermatologists have provided injectables anddermal fillers.
Demand for non-surgical treatments is at an all-time high; the global medical aesthetics market is growing rapidly and is set to reach ÂŁ10.7 billion/ â‚Ź12.3 billion by the end of 2021.2 Combining dental care with aesthetic treatments is now considered a natural progression for dental professionals.
Pursuit of the Perfect Smile Dentists are used to helping patients achieve
help patients who have already undergone teeth
the perfect smilestraighter teeth and the range
straightening, bonding and bleaching. Dentists
of options available continues to grow. Teeth
already have the clinical knowledge required to
whitening remains the most popular procedure
administer the treatment safely and the ‘little but
with patients now having access to kits they can
often’ approach, whereby patients top up their
use at home, alongside procedures offered at both
treatment three times or more each year, ties in
dental practices and specialist clinics. It comes as
neatly with routine dental check-ups, usually held
no surprise, then, that the global teeth whitening
every 4-6 months.
product market is expected to reach €5.9 billion/ £5.2 billion by 2024. 3
Non-surgical cosmetic treatment can also be used to treat medical issues such as teeth grinding
Teeth alignment has also increased in popularity
(bruxism). Grinding and clenching can lead to
since the early 1990s, with more minimally invasive
broken, chipped, or cracked teeth; these can be
options available to patients of all ages. This growing
easy to repair with porcelain crowns, veneers
demand is reflected in the global orthodontic
or bonding, but the use of Botox® could help to
supplies market, which is likely to grow from €2.85
prevent such incidents in the first place. Botox®
billion /£2.51 million in 2016 to $4.95 billion / £4.36
injections can also be used to treat other non-
million by 2023. The latest addition to the range
cosmetic issues such as temporo mandibular
of smile-enhancing treatments are non-surgical
joint disorders (TMJ), which adversely affects the
cosmetic services. Botox® and dermal fillers can
muscles that move the jaw, to improve sleep, eating and general wellbeing.
https://aestheticmed.co.uk/site/industrynewsdetails/medical-aesthetics-market-set-togrow-by-cagr-of-10/ 3 http://www.dentistry.co.uk/2018/02/05/40-unhappy/ 4 https://academic.oup.com/ejo/article/33/5/476/518777 2
6 https://www.prnewswire.com/news-releases/global-orthodontic-supplies-market-2017-2023---market-is-likely-to-grow-from-34-billion-in-2016-to-59-billionin-2023-300561915.html 7 https://www.dentalpracticemagazine.co.uk/news/car 8 https://europepmc.org/articles/pmc4316364 9 https://www.sciencedirect.com/science/article/pii/S0278239199900071
Technology Leading the Way
Practice-based technology is evolving at such a
Building on their existing knowledge of the
rate that dentists can now offer a wider choice
complex maxillofacial area, more and more GPs
of treatments that may previously have required
are diversifying, offering anti-wrinkle injections,
anaesthetic or hospital visits. Teeth alignment
fillers and facial rejuvenation treatments alongside
can be achieved relatively quickly, but today’s
fillings and crowns. The global facial injectables
patients are now eager to improve the frame of
market alone was valued at £4.4 million/ €5.1
their new smile, using cosmetic treatments such
million in 2016 and is expected to reflect a strong
as anti-wrinkle injections and lip contouring in
annual growth rate of 11.9% until 2025.
combination with orthodontics.
Why is Demand at Such a High? Young patients, influenced by celebrity lifestyle and social media are seeking cosmetic treatment not just to straighten and whiten teeth, but to rejuvenate the whole face. The much-sought ‘celebrity smile’ is becoming more accessible and, thanks to flexible payment plans, treatments are now attainable for those on a more moderate income. 11
It’s not just the younger generations who are seeking perfect smilestraighter teeth either, ‘baby boomers’ (people aged 55 or older) are enjoying more financial freedom and are no longer willing to accept the invasive treatments - metal fillings and dentures - that their parents had to endure. Instead, they want implants, veneers, invisible braces and teeth whitening. 12
Accessible facial aesthetic treatments, or facial rejuvenation
treatments, offer a non-surgical way of reducing the signs of ageing on the face. 11
Dr. Kate Winstone, introduced cosmetic treatments into her practice in Kent, around six years ago:
Point of View
“The aesthetic element of our practice is - and always will be - an adjunct to our general dentistry. However, we found that our existing patients, including those who have been with us for many years, were asking about complementary treatments.
“We treat a wide range of ages at our practice, but as a more ‘mature’ dentist, my older patients often feel more at ease approaching me about cosmetic treatments and there’s no doubt we’re seeing a rise in patients wanting the complete aesthetic treatment.
“One case in particular was a female patient, in her late thirties, who was looking forward to her wedding. She was concerned because of a greatly increased overjet and incompetent lips. Like so many adults she declined fixed appliance treatment, deciding instead on clear aligner therapy.
“The treatment resulted in a beautiful smile. However, she felt self-conscious about some fine lines around her upper lip and so we discussed the option of fillers, which she decided to have. Aware that her wedding day was imminent, we took it very gently and she was delighted with the outcome.” 13
Building on Existing Knowledge With such demand for facial aesthetics, there is a role developing for dentists to combine their existing knowledge of facial musculature, vasculature and nerve supply and their practical training in intricate manually dextrous techniques to carry out aesthetic procedures, such as administering injections to the face.14 Moreover, they are able to independently prescribe the crucial drugs (botulinum toxin and dermal fillers) required to restore volume and fullness to deeper lines and wrinkles.
Ensuring an Ethical Compliant Approach Dr Winstone explains why patients need to remain at the forefront of decisions around aesthetic treatment.
“As with all elements of dentistry, informed consent is critical and dentists should always remain aware of the initial training required and continuing CPD opportunities to stay on top of the latest developments. I would never suggest excluding other treatments in place of introducing cosmetic procedures, as I consider them to be an adjunct.
“As with all dentistry, the patients’ best interests are paramount and a dentist should understand these treatments and be able to discuss them.” “Dentists should either be aware of practitioners with appropriate training to whom they can refer patients or, given the correct training, I wouldn’t hesitate to recommend other colleagues to consider expanding their own services to offer this additional treatment themselves.”
Invest in Training
When you add any new service to your list, training
independent professional bodies such as the British
is vital. However, considering the extensive base
College of Aesthetic Medicine (BCAM) or European
of clinical knowledge that dentists already have, it
College of Aesthetic Medicine16, or the emerging
need not take long. A one-day training course starts
regulatory body, the Joint Council of Cosmetic
at approximately £700/€805, rising to between
Practitioners (JCCP), which became operational in
£10,000/€11,500- £30,000/€34,500 for a three-
year master’s degree.15 While formal Continued Professional Development (CPD) points are useful, other accreditations to consider include those from
Dentists Perfectly Poised to Respond
More and more patients are seeking straighter teeth and, it would seem, are prepared to go to greater lengths to achieve it. Dentists are perfectly positioned to expand their services and use their clinical expertise to ensure that patients safely achieve the outcomes they want.
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