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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. 3 4 2


6 7 8 9



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:

The Dentist’s

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-

Spring 2017.17

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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