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ePaper created 2016-04-19, 11:44:05 | version 1.38.0
| practice management successful business 08 ortho 1 2016 Advertising cosmetic treatments the fair dinkum way TheAustralianhealthministryrecentlyexamined theprovisionofcosmeticproceduresandinpartic- ular the modes of promoting the treatments. The working group found that advertising and promo- tionmoreoftenthannotfocusedonthebenefitsto the consumer, downplaying or not always men- tioning risks. The group went on to identify adver- tising practices that were not driven by medical need and where there was significant opportunity for financial gain by those promoting these. They identified the need to regulate promotion and ad- vertising ethically with factual, easily understood in formation from a source that is in dependent of practitioners and promoters. This is unfortunately not always readily available. In some Australian ju- risdictions, there are specific guidelines that need to be adhered to for promotion of cosmetic treat- ments and they specifically cover before and after treatment adverts, which we know in the UK is a popular practice among the cosmetically driven. Thisiscommonlyoneideal,perfectcaseshowcased on the front end of the practice website with no mention of any problems, either acute or chronic. Anotheraspectofthereportdetailedprohibitionof time-limited offers or inducing potential custom- ers through free consultations for the purposes of treatment uptake. The latter is something that has seen STO promoted by way of voucher deals on the Internet or via smartphone applications. Others may consider such a practice as loss leading; one could ask who is losing and who is gaining and at what price? One important aspect of the report identified the wider social impact of cosmetic procedures in that people may become increasingly dissatisfied with themselves and their appearance, culminat- ing in deeper concerns for the person and reduc- ingscopeforindividuality.Manydentiststhrough- out the country may have a slipped contact here, a rotation there or a space distal to a canine who are unlikely to be waiting in earnest for the next voucher deal alert on their iPhones. Inducing mis- givings or raising concerns about the patient’s tooth position where the teeth are otherwise healthyandthepatientpresentswithnoconcerns couldbeconsideredunethicalandworryinglydis- honourable. Relapse of confidence In a recent publication from an indemnity pro- vider, orthodontics was identified as an emerging areaforclaimsagainsttheirclients.Thisislikelyto be the tip of the iceberg, whose size will probably continually grow as more and more orthodontics is provided and the repercussions of which may only become apparent gradually in the future. InthenowhighlylitigiousarenaofUKdentistry, the failure of orthodontic treatment against the backdrop of Montgomery v. Lanarkshire Health Board is likely to result in increased litigation. The movement of teeth into what the patient and the dentist feel is the correct position may be possible in the short term, but in the long term complica- tions may arise owing to a variety of soft- and hard-tissue factors that cannot accommodate this new and supposedly “right” position. Indeed, orthodontics requires the appreciation of detail where symmetry and alignment are “king”, but long-term stability is the likely “empress”. Relapse of position is a common complaint and where pa- tients have paid handsomely for a result they may have been happy with at the time of the cheque clearing,overtimetinytoothshufflescanresultin disproportionate and vehement dissatisfaction. Where teeth are moved indiscriminately, reces- sion in the labial segment is a complication diffi- cult to explain and remedy in the high lip line of a conscientious and ambitious cor porate female patient. Indeed, more haste, less speed may result in a case being etched longer in the memory of the patient and the clinician for the wrong reasons. Clear steps to business building A cornerstone of a successful business is the re- peat customer who values the dentist and his or her service and returns with no qualms or mis givingsaboutwhatthedentistfeelsshouldbepro- vided. A successful bu siness relies on patients re- turning in the long term owing to their positive experiences. Focusing on short-term gains with- outdueconsiderationofqualityorreliabilityofthe treatment provided has potential repercussions for patients, the business of dentistry and percep- tion of the profession._ contact Aws Alani is a Consultant in Restorative Dentistry at Kings College Hospital in London,UK, and a lead clinician for the management of congenital abnormalities. He can be contacted at awsalani@hotmail.com. 12016