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ePaper created 2016-08-02, 15:03:16 | version 1.38.0
◊Page1 Dental Tribune Middle East & Africa Edition | 4/2016 ORTHO tribune 4 Science in Every Smile INVISALIGN® PATIENTS LOVE IT! 3.4 million treated patients 15 years of research and development Continuous innovation The leading clear aligner therapy For more information visit www.invisaligngcc.com Aws Alani is a Consultant in Re storative DentistryatKingsCollegeHospitalinLon- don,UK,andaleadclinicianfor theman- agement ofcongenitalabnormalities. Hecanbecontactedat awsalani@hotmail.com. Samantha’s, a beauty salon in Peck- ham. What may cause fear and worry is that the provision of tooth move- ment set against a backdrop of a focus on increasing revenue and pa- tient conversion may detract from the real reasons we are providing the treatment. The risk and benefit of treatment must remain balanced or be rebalanced in favour of the pa- tient. The best things in life are rarely quick, easy and without reflection. While learning or training, one gains stature from one’s mistakes and learns by way of osmosis from those of individuals one hopes to emulate. Becoming an expert in many a field requires time, effort and experi- ence. Orthodontics is a complicated discipline that is difficult to deliver optimally and efficiently. Treatment planning should be performed in person not only to appreciate the challenges the patient presents with but also to develop a lasting patient rapport. Equally important, patients need to bediligentduringtreatmentandfor- ever more for purposes of retention. Is it possible that a one- or two-day course with a treatment plan lasting halfayearorlesscanprovideequally op timal results to a specialist ortho dontistutilisingtraditionalmeans? In any case, placing a time limit on any treatment could be considered contentious. Patients ask me all the time ‘How long is this treatment go- ingtotakeDoc?’Ialwaysreply‘I’lltell youwhenitsfinished’. AssuchIamrarelywrong. Advertising cosmetic treat- mentsthe fairdinkumway The Australian health ministry re- cently examined the provision of cosmetic procedures and in par- ticular the modes of promoting the treatments. The working group found that advertising and promo- tion more often than not focused on the benefits to the consumer, down- playing or not always mentioning risks. The group went on to identify advertising practices that were not driven by medical need and where there was significant opportunity for financial gain by those promot- ingthese.Theyidentifiedtheneedto regulate promotion and advertising ethically with factual, easily under- stood in formation from a source that is in dependent of practitioners andpromoters.Thisisunfortunately not always readily available. In some Australian jurisdictions, there are specific guidelines that need to be adheredtoforpromotionofcosmet- ic treatments and they specifically cover before and after treatment adverts, which we know in the UK is a popular practice among the cos- meticallydriven. This is commonly one ideal, perfect case showcased on the front end of the practice website with no men- tion of any problems, either acute or chronic. Anotheraspectofthereportdetailed prohibition of time-limited offers or inducing potential customers through free consultations for the purposes of treatment uptake. The latterissomethingthathasseenSTO 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 gainingandatwhatprice? One important aspect of the report identified the wider social impact of cosmetic procedures in that peo- ple may become increasingly dis- satisfied with themselves and their appearance, culminating in deeper concerns for the person and reduc- ing scope for individuality. Many dentists throughout the country may have a slipped contact here, a rotation there or a space distal to a canine who are unlikely to be wait- ing in earnest for the next voucher deal alert on their iPhones. Inducing misgivingsorraisingconcernsabout the patient’s tooth position where the teeth are otherwise healthy and the patient presents with no con- cerns could be considered unethical andworryinglydishonourable. Relapseofconfidence In a recent publication from an in- demnity provider, orthodontics was identified as an emerging area for claims against their clients. This is likely to be the tip of the iceberg, whose size will probably continually grow as more and more orthodon- tics is provided and the repercus- sions of which may only become ap- parentgraduallyinthefuture. In the now highly litigious arena of UK dentistry, the failure of ortho- dontic treatment against the back- drop of Montgomery v. Lanarkshire Health Board is likely to result in increased litigation. The movement of teeth into what the patient and thedentistfeelisthecorrectposition may be possible in the short term, but in the long term complications may arise owing to a variety of soft- and hard-tissue factors that cannot accommodate this new and suppos- edly “right” position. Indeed, ortho- dontics requires the appreciation of detail where symmetry and align- ment are “king”, but long-term sta- bility is the likely “empress”. Relapse of position is a common complaint and where patients have paid hand- somely for a result they may have been happy with at the time of the chequeclearing,overtimetinytooth shuffles can result in disproportion- ateandvehementdissatisfaction. Where teeth are moved indiscrimi- nately, recession in the labial seg- ment is a complication difficult to explain and remedy in the high lip line of a conscientious and ambi- tious cor porate female patient. In- deed, more haste, less speed may re- sult in a case being etched longer in the memory of the patient and the clinicianforthewrongreasons. Clearstepsto business building A cornerstone of a successful busi- ness is the repeat customer who val- ues the dentist and his or her service and returns with no qualms or mis- givings about what the dentist feels shouldbeprovided. A successful bu siness relies on pa- tients returning in the long term owing to their positive experiences. Focusing on short-term gains with- out due consideration of quality or reliability of the treatment provided has potential repercussions for pa- tients, the business of dentistry and perceptionoftheprofession. The article was published in Ortho In- ternationalMagazineNo.1,2016 Global orthodontic supply market on course for growth ByDTI LCHICAGO,Ill.,USA:Thefixedbraces segment again accounted for the largest share in the global market for orthodontic supplies in 2015. However, growth opportunities will increasingly result from demand for invisible braces among teenagers and adults, as well as rising adoption of orthodontic treatments in emerg- ing markets, a new report by market researchproviderRnRsuggests. According to the recently published paper, the global market volume for the orthodontic supply segment is expected to reach almost US$4 bil- lion in 2020, with a compound an- nual growth rate of 6.9 percent. Of all four major areas, markets in the Asia-Pacific region will most likely seethehighestincreaseowingtofac- torssuchasrisingprevalenceofmal- occlusion and tooth decay, as well as growing public and private efforts to raise awareness related to orthodon- ticprocedures. Increasing health care expenditure in various Asia-Pacific countries will further accelerate this growth, the reportstates. While countries with increasing de- mand for orthodontic treatment among adolescents and rising dis- posable incomes, such as India, China and Brazil, will contribute to the growth of the orthodontic sup- ply market, opportunities there will be restrained by limited reimburse- mentcoveragefororthodontictreat- ments,amongotherfactors. Global demand for orthodontic supplies is currently the highest in Europe and North America, which boast a greater per capita income, as well as receive more public and private funding to support the den- tal industry, and have a higher de- mand for orthodontic treatment among adolescents. Approximately two-thirds of the market is shared between a limited number of ma- jor competitors, which include 3M Unitek, Align Technology and Orm- co,allfromtheUS. The full report can be purchased from the RnR Market Research web- site. "Orthodonticsis acomplicateddiscipline thatisdificulttodeliver optimallyandeficiently"