Page 46 - WOM August 2018_FINAL_SPREADS_Neat

PROGRESSING

YOUR PRACTICE

WITH AESTHETICS

HOW TO BEST HARNESS THE BOOMING

MARKET OF INJECTABLES.

ake a quick look around a to assist a patient with asymmetrical Even with the high profit margin
busy waiting room, or take or thinning lips, deep nasolabial folds, and increased demand, very few
T note of your next three (adult) a gummy smile, or any other concern dentists have studied the modalities
patients. Statistically, one of those the patient may have had with their around cosmetic injectables such as
patients is considering a non- smile that could only be rectified neurotoxins and dermal fillers. As the
surgical cosmetic treatment. with dermal fillers or neurotoxins; the cosmetic arm of the dental industry opportunity quite like it – definitely not learning the required modalities. three weeks without being able to put
A recent survey conducted by dentist had to refer the patient to a is still in its infancy, proper reporting in the last fifteen years.” Once again, with a lack of that practice in motion – it’s not going
the Cosmetic Physicians College cosmetic practice. Where the nurse or is still hard to come by. According The use of dermal fillers in dentistry reporting, it’s hard to pinpoint exactly to work.”
of Australasia suggests that 35% practitioner often had less experience to Gary Bird, Managing Director at and smile design is still a contentious why so many dentists fail to launch It’s not all doom and gloom though.
of Australians were considering with injections than the referring CROMA (producers of a range of subject in some circles, but Bird the cosmetic side of their practice, but Apparently, most dentists who train
non-surgical cosmetic treatments. dentist, as well as less knowledge of dermal fillers), there are “probably less doesn’t see why, “because of their with CROMA manage to successfully
Globally, leading market research musculofascial anatomy. than a thousand dentists in Australia training and experience, dentists 35% of Australians are incorporate injectables into their
group, Markets and Markets, predicts With more cosmetics training and regularly using injectables.” have an excellent working knowledge practice within three to six months of
the industry to be worth $12.5 billion products now available to Australian So, with over 22,000 dentists of facial anatomy. This means as considering non-surgical having done the course, largely thanks
(USD) by the year 2020; with the dentists, more traditional dental now registered with The Australian practitioners they are well qualified to cosmetic treatments. to the aforementioned “plan of action.”
vast majority of the market being practices are now evolving into cosmetic Dental Board, and the demand for inject someone’s face.” Bird explains that providing a new
non-invasive procedures involving dental practices. Now, entrepreneurial non-surgical cosmetic treatments For dentists looking to study service for your patients requires a
neurotoxins and dermal fillers. practitioners are already achieving increasing; injectables offer a aesthetics and injectables, training Bird believes that there are two key new marketing and business plan.
As a relatively new advancement in great things for their patients and their phenomenal opportunity for programs are now popping up all reasons: “With the dental industry, a lot of
the dental industry, some traditional practices, by taking control of the entire practitioners looking to cut through over the country, and companies “Number one, it’s because [the [business arrives] by word of mouth;
dentists still view the use of dermal treatment and incorporating injectables a cluttered traditional market, and like CROMA even offer personalized trainees] don’t have a plan of action but with dermal fillers, you have to
fillers and neurotoxins as taboo; into their whole smile design. Especially offer their patients something unique. training. However, even with more in place beyond the training. So actually market yourself. You have to
whereas many others see it as a as the average dermal filler treatment will According to Bird, who has been in the and more training opportunities that means that they’re not getting think about the look and feel of your
chance to offer their patients a cost between $1500 and $2000, with a pharmaceutical industry for over twenty arising, many dentists still struggle the clients in, and they don’t get clinic. You have to think about the
complete smile design. profit margin of roughly 60% - 70% on years, “…it’s a massive opportunity. In to successfully make the switch to practice the skill. And it’s a very look and feel of your brand.”
Previously, when a dentist wanted each treatment. my whole career, I’ve never seen an to cosmetic dentistry – even after slippery slope. Once you go two to Marketing isn’t always the strongest

44 WORD OF MOUTH SPRING 18 WORD OF MOUTH SPRING 18 45