Could COVID-19 Be the Catalyst for the Uptick in Cosmetic Dentistry Services?
The first time most people hear their recorded voices, they are usually shocked and often disappointed that the voices they hear in their heads don’t match the facsimiles. If you’ve ever seen yourself on TV or in a video, you may have had a similar reaction. We all have some concept of how we look to others that almost never matches reality.
Today, many of us are getting a larger dose of this now that the COVID-19 pandemic has caused most work meetings and many social events to be conducted online rather than in person. When we log into an online meeting, so much of our clothing, jewelry, body language — all the accessories that help us nonverbally communicate with others — are no longer easily visible. It’s now all about our faces, which means that, in large part, it’s also about our smiles.
Everyone wants to project confidence and competence at work. However, when we’re reduced to relying on our facial features when we previously had so much more to work with, we begin to scrutinize things like our teeth and smile more intensely, perhaps noticing flaws that we previously weren’t aware of or simply ignored.
In fact, there is a reason that the people we see on TV or in films often have perfect teeth, even the villains. Actors understand that their smiles will potentially be seen by millions and can profoundly affect their chances of getting jobs. We non-actors are becoming increasingly aware of this. Whether we land the project, get the raise or seem like we are up to the task at hand in some way depends on how we look, which includes how straight, even and white our teeth are. This phenomenon may explain why, at a time when many practices are seeing a drop in appointments for hygiene or routine procedures, cosmetic dentistry is trending upwards.
Targeted Campaigns
If a dental practice offers treatments like clear aligners, teeth whitening, veneers and other cosmetic treatments, it is in an excellent position to leverage the current increased interest in cosmetic dental treatments. Using specific language or marketing copy can help drive patients in the door. For instance, a practice could launch a multichannel campaign centered around “brightening up your smile for the camera” or prompting patients who are now working from home to use the time they previously spent commuting to come into the dentist for a smile makeover. Along those lines, the campaign could remind patients that they are likely spending less on clothes, gas and other items and now can invest in the smile of their dreams.
Reframe Cosmetic Services
If a practice wants to take advantage of the increased motivation for improving smiles brought about by the current videoconferencing trend, now is the time to consider a marketing campaign focused on patients’ pain points and how to resolve them. Framing cosmetic dentistry services such as clear aligners as an essential investment in a person’s most important asset rather than a luxury item could convince even the most reluctant patient.
Patient Testimonials
If a practice has patients who have undergone treatments with positive results, asking those patients to share their stories on video can attract others. Before-and-after photos are also excellent ways to target potential patients. Photos and videos can be posted on social media and the practice’s homepage, sent to existing patients in an email, and featured in blog posts to drive the message home to the target market and reinforce the idea that treatment is an investment rather than an expense.
Staff Communication
Equally important to the process is making sure team members are aware of this new trend and ensuring they are well-versed in how to explain benefits to inquiring patients. Since the office staff is often the first point of contact for the patient, staff members should understand how to best follow up on inquiries and recommend consultations, which will potentially lead to new treatments.
While the pandemic may have temporarily reduced the volume of active patients, it may also be offering dental practices a terrific opportunity to provide cosmetic dentistry services, especially clear aligners. Even if patients are leaving the house less often, their appearance is still quite important to their daily teleconferencing routine. Their smiles have become focal points, and dental practices are in the perfect position to benefit from this shift in priorities.
Today, many of us are getting a larger dose of this now that the COVID-19 pandemic has caused most work meetings and many social events to be conducted online rather than in person. When we log into an online meeting, so much of our clothing, jewelry, body language — all the accessories that help us nonverbally communicate with others — are no longer easily visible. It’s now all about our faces, which means that, in large part, it’s also about our smiles.
Everyone wants to project confidence and competence at work. However, when we’re reduced to relying on our facial features when we previously had so much more to work with, we begin to scrutinize things like our teeth and smile more intensely, perhaps noticing flaws that we previously weren’t aware of or simply ignored.
In fact, there is a reason that the people we see on TV or in films often have perfect teeth, even the villains. Actors understand that their smiles will potentially be seen by millions and can profoundly affect their chances of getting jobs. We non-actors are becoming increasingly aware of this. Whether we land the project, get the raise or seem like we are up to the task at hand in some way depends on how we look, which includes how straight, even and white our teeth are. This phenomenon may explain why, at a time when many practices are seeing a drop in appointments for hygiene or routine procedures, cosmetic dentistry is trending upwards.
Targeted Campaigns
If a dental practice offers treatments like clear aligners, teeth whitening, veneers and other cosmetic treatments, it is in an excellent position to leverage the current increased interest in cosmetic dental treatments. Using specific language or marketing copy can help drive patients in the door. For instance, a practice could launch a multichannel campaign centered around “brightening up your smile for the camera” or prompting patients who are now working from home to use the time they previously spent commuting to come into the dentist for a smile makeover. Along those lines, the campaign could remind patients that they are likely spending less on clothes, gas and other items and now can invest in the smile of their dreams.
Reframe Cosmetic Services
If a practice wants to take advantage of the increased motivation for improving smiles brought about by the current videoconferencing trend, now is the time to consider a marketing campaign focused on patients’ pain points and how to resolve them. Framing cosmetic dentistry services such as clear aligners as an essential investment in a person’s most important asset rather than a luxury item could convince even the most reluctant patient.
Patient Testimonials
If a practice has patients who have undergone treatments with positive results, asking those patients to share their stories on video can attract others. Before-and-after photos are also excellent ways to target potential patients. Photos and videos can be posted on social media and the practice’s homepage, sent to existing patients in an email, and featured in blog posts to drive the message home to the target market and reinforce the idea that treatment is an investment rather than an expense.
Staff Communication
Equally important to the process is making sure team members are aware of this new trend and ensuring they are well-versed in how to explain benefits to inquiring patients. Since the office staff is often the first point of contact for the patient, staff members should understand how to best follow up on inquiries and recommend consultations, which will potentially lead to new treatments.
While the pandemic may have temporarily reduced the volume of active patients, it may also be offering dental practices a terrific opportunity to provide cosmetic dentistry services, especially clear aligners. Even if patients are leaving the house less often, their appearance is still quite important to their daily teleconferencing routine. Their smiles have become focal points, and dental practices are in the perfect position to benefit from this shift in priorities.