Friday, November 27, 2015
With 77 percent of people in the U.S. concerned with having yellow teeth, discussing professional whitening treatments with your patients is increasingly prevalent. By opening dialogues about whitening and recommending a trusted brand that delivers superior results – such as Philips Zoom – you can help your patients achieve a confident, winter white smile all while building your practice.
Did you know that offering professional whitening treatments and products to patients can be an integral way of growing your dental practice and maintaining patient satisfaction? I introduced whitening to my dental practice more than 20 years ago and haven’t looked back.
Recommending Whitening
Starting the whitening conversation with patients can feel uncomfortable at first, but it’s important to remember your team’s opinion is valued 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 conversation is broader and patients understand you are interested in a more holistic view of what they want out of their dental care.
Another approach is simply being direct and asking, “Is whitening something you are interested in?” A majority of patients have thought about getting a whitening treatment but don’t ask their dentist or hygienist for information because they aren’t sure about available options. By presenting them with the facts, you’re helping them better understand. It is important to create awareness about the various available treatments.
Lastly, your team can also inform patients by displaying brochures about professional whitening in your waiting room, operatory or on your practice’s social media channels.
Patient Perspectives
While patients want healthy, white smiles, they often have misconceptions and questions about professional whitening – particularly around cost, time commitment, results, and sensitivity. Many patients automatically assume they will have sensitivity issues following a whitening treatment. I always tell patients that I work with them to find a whitening solution that meets their 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 that in-office treatments are superior to take home whitening kits. The reality is that while the treatments take varying lengths of time, they can achieve identical results. That’s why I believe in explaining the various types of treatments and addressing associated costs, time commitment and expected results to help patients make a choice that’s right for them.
Practice Building
As mentioned before, offering whitening treatments is a great way to build your practice and attract new patients. To reach existing patients, we share promotional news on our Facebook page and via emails every few months – particularly around special times such as May (the beginning of wedding season), Valentine’s Day and the holidays. By targeting times when we know patients may be interested in whitening, we’re able to open conversations with more customers.
We also offer special promotions to show appreciation for our customers. New patients and existing patients who refer friends or family receive a free Philips Zoom whitening treatment to thank them for their continued support. In doing so, I’ve been able to grow my patient base by 15-20 percent and approximately 95 percent of these folks become dedicated long-term patients. The cycle also continues. Once patients see the great results from their whitening treatment as well as experience superior service at our office, they are inclined to make more referrals, further building our practice.
Whitening also opens the door to restorative and preventative 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 start the conversation for a lifetime of good oral hygiene.
Product of Choice
As mentioned before, I started offering professional whitening at my office nearly twenty years ago and haven’t looked back. For the past two decades, I’ve focused on using products that 1) deliver exceptional results, 2) cause little to no sensitivity due to superior formulations, 3) are cost-effective for my patients and 4) are easy to use and packaged nicely. The latter seems irrelevant but when it comes to take-home whitening, it is important that patients are given something with clear instructions, allowing them to easily administer the treatment themselves.
Another consideration is taking advantage of a brand with strong heritage and marketing. Many of my patients have heard of the brand I use – Philips Zoom – thanks to the company’s marketing efforts. That, paired with the promotions I offer, helps grow my practice.
In addition, within the Philips Zoom portfolio, I have a variety of options – Philips Zoom WhiteSpeed (light-activated in-chair whitening), Philips Zoom QuickPro (in-chair whitening varnish) and Philips Zoom Take Home Whitening. This allows me to easily recommend a whitening solution based on my patient’s needs (e.g., results, timing, sensitivity and budget).
Next Steps
As you wonder if whitening is the solution for your practice, try my first tip. Have honest conversations with your patients and it will guide you to success.