Seventy-seven percent of people in the United States are concerned about having yellow teeth. (1) For this reason, beginning conversations about professional whitening treatments with your patients is becoming increasingly effective for patient satisfaction. By discussing whitening and recommending a trusted brand known for its superior results, you can help patients achieve a confident, winter-white smile all while building your practice.
Recommending whitening
Initiating the whitening conversation with patients might feel uncomfortable at first, but it’s important to remember your dental team’s opinion is both appreciated and craved by those who sit in the exam chair. One way to begin these conversations during your new-patient exams is by asking patients if they’ve ever considered professional whitening. This way the discussion is broader, and patients understand you are interested in a more holistic view of what they want out of their dental care.
ADDITIONAL READING |How to talk with patients about whitening products in the hygiene chair
An alternate approach is simply being direct and asking, “Is whitening something you are interested in?” Most patients have thought about trying a whitening treatment but hesitate to ask their dentist or hygienist for information because they aren’t sure about available options. By presenting patients with the facts, you’re giving them a better understanding so they are aware of the various treatments that are available.
Lastly, your team can also inform patients of their options by displaying brochures about professional whitening in your waiting room, operatory, or on your practice’s website and social media channels.
Patient perspectives
While patients want healthy, white smiles, they often have misconceptions and questions about professional whitening—specifically regarding cost, time commitment, sensitivity, and results. Many patients automatically assume they will have sensitivity issues following a whitening treatment. I always explain to my patients that I work with them to find the best whitening solution for their specific needs, whether it’s a different formulation or using desensitizing toothpaste (such as Philips Sonicare Fluoridex) before and after a treatment.
Patients also mistakenly believe the myth that in-office treatments are superior to take-home whitening kits. While the range of treatments take varying lengths of time, patients can achieve identical results with either system. That is exactly why it’s important to explain the various types of treatments in detail by addressing associated costs, time commitment involved, and expected results to help patients make a choice that’s right for them.
ADDITIONAL READING |The fight for the white: Bringing whitening back into the office
Practice building
As previously mentioned, offering whitening treatments is a great way to build your dental practice and attract new patients. To reach existing patients, we share promotional news via e-mails and on our Facebook page every few months—particularly around special times such as May (the beginning of wedding season), Valentine’s Day, and the holidays. We’ve found that this is when patients are most interested in receiving whitening treatments. By targeting times when we know patients may be interested in whitening, we’re able to open conversations with more customers.
We also show appreciation for our patients by offering special promotions. New patients and existing patients who refer friends or family receive a free whitening treatment (we use Philips Zoom in our practice). This is a great way to thank patients for their continued support. In doing so, I’ve been able to grow my patient base by 15–20%, with approximately 95% of these folks becoming dedicated, long-term patients. The cycle also continues once patients see the great results from their whitening treatment. The treatment outcome, as well as experience with superior service at our office, makes patients more likely to make referrals, which further builds our practice.
Whitening can also open the door to restorative and preventive services. We find that after patients receive a professional whitening treatment, they are more inclined to take better care of their teeth. Patients often come back to talk about orthodontia as well as a better oral care regimen. By offering whitening, you can also start the conversation for a lifetime of good oral hygiene.
Product of choice
As mentioned before, I started offering professional whitening in my office almost 20 years ago, and I haven’t looked back. For the past two decades, I’ve focused on using products that deliver exceptional results, cause little to no sensitivity due to superior formulations, are cost-effective for my patients, and are both easy to use and packaged nicely. While the latter may seem unimportant, when it comes to take-home whitening, it is crucial that patients are given something with clear instructions that allows them to easily administer the treatment themselves.
Another consideration is taking advantage of a brand with strong heritage and marketing. Most of my patients have heard of the brand I use (Philips Zoom) thanks to the company’s marketing efforts. That, in addition to the promotions I offer, helps grow my practice.
Within the Philips Zoom portfolio, I have a variety of options that allow me to recommend a whitening solution for my patients based on their particular needs (e.g., results, time commitment, sensitivity, and budget): light-activated in-chair whitening (Philips Zoom WhiteSpeed), in-chair whitening varnish (Philips Zoom QuickPro), and take-home whitening (Philips Zoom Take-Home Whitening).
Next steps
As you wonder whether whitening is the solution for your practice, start with my first tip. Have honest, open conversations with your patients, and they will easily guide you to success.
Reference
1. Mintel. Oral care study. May 2013.
