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regulate promotion and advertis- ing ethically with factual, easily understood information from a source that is independent of practitioners and promoters. This is unfortunately not always read- ily available. In some Australian jurisdictions, there are specific guidelines that need to be adhered to for promotion of cosmetic treat- ments and they specifically cover before and after treatment ad- verts, which we know in the UK is a popular practice among the cosmetically driven. This is com- monly one ideal, perfect case showcased on the front end of the practice website with no mention of any problems, either acute or chronic. Another aspect of the report detailed prohibition of time-limited offers or inducing potential customers through free consultations for the purposes of treatment uptake. The latter is something that has seen STO pro- moted 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 increas- ingly dissatisfied with themselves and their appearance, culminat- ing in deeper concerns for the per- son and reducing scope for indi- viduality. Many dentists through- 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 misgivings or raising concerns about the patient’s tooth position where the teeth are otherwise healthy and the patient presents with no concerns could be con- sidered unethical and worryingly dishonourable. Relapse of confidence In a recent publication from an indemnity provider, orthodon- tics 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 orthodontics is provided and the repercussions of which may only become apparent gradu- ally in the future. In the now highly litigious arena of UK dentistry, 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 complications 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 sym- metry and alignment are “king”, butlong-termstabilityisthelikely “empress”. Relapse of position is a common complaint and where patients have paid handsomely for a result they may have been happy with at the time of the cheque clearing, over time tiny tooth shuffles can result in dispro- portionate and vehement dissatis- faction. Where teeth are moved indiscriminately, recession in the labial segment is a complication difficult to explain and remedy in the high lip line of a conscientious and ambitious corporate 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 repeat customer who values the dentist and his or her service and returns with no qualms or mis-givings about what the dentist feels should be pro- vided. A successful business relies on patients returning in the long term owing to their positive ex- periences. Focusing on short-term gains without due consideration of quality or reliability of the treatment provided has potential repercussions for patients, the business of dentistry and percep- tion of the profession. 18 Ortho Tribune Asia Pacific Edition | 7+8/2016 ORTHO NEWS practice management Short-term gains… long-term problems? trends & applications Vibration therapy in orthodontics: Realising the benefits industry report From straightforward to complex cases 12016 issn 1868-3207 Vol. 1 • Issue 1/2016 ortho international magazine of orthodontics International Magazines ortho international magazine of orthodontics Shipping Address Name Address Zip Code, City Country E-mail Date, Signature PayPal Credit Card Credit Card Number Expiration Date Security Code F +49 341 48474 173 subscriptions@dental-tribune.com EUR 22 per year (2 issues per year; incl. shipping and VAT for customers in Germany) and EUR 23 per year (2 issues per year; incl. shipping for customers outside Germany). Your subscription will be renewed automatically every year until a written cancellation is sent to Dental Tribune International GmbH, Holbeinstr. 29, 04229 Leipzig, Germany, six weeks prior to the renewal date. SUBSCRIBE NOW! www.dental-tribune.com AD Aws Alani is a Consultant in Restorative Dentistry at Kings College Hospital in London, UK, and a lead cli- nician for the management of con- genitalabnormalities.Hecanbecon- tacted at awsalani@hotmail.com. “ Page 17 F +4934148474173