Glamorous grins drive cosmetic dentistry growth

Glamorous grins drive cosmetic dentistry growth
July 25, 2003 print edition
Lee Hall
Atlanta Business Chronicle
Blame it on Julia Roberts, or maybe Tom Cruise, those famous folks with the dazzling dental work. The confluence of Hollywood star power, new technology and creative marketing has led to boom times for the cosmetic dental business.
There are no reliable figures on how much money is spent on tooth whitening, veneers, implants and oral laser surgery. Just about every dentist in town does some kind of cosmetic work these days.
"It is exciting when you have the tools in your hand to wave the magic wand and really create a new look for people," said Dr. Hugh Flax, an Atlanta dentist who has specialized in cosmetic work since 1989.
Flax and about 5,400 of his colleagues around the United States are members of the American Academy of Cosmetic Dentistry (AACD), a trade group that has its headquarters in Madison, Wis. A recent survey of academy members found that tooth whitening alone has grown by more than 300 percent in the past five years. The use of inlays, onlays, implants and veneers shows similar increases.
"People will now consider a smile make-over right up there with a vacation to Europe or a new car," said AACD spokesman Eric Nelson.
Many times, the cost of that make-over can rival that of a snazzy little sports coupe.
Start with a few porcelain onlays at up to $2,100 per tooth, a bit of bonding at $1,000, add a new bridge at $2,000 or more, and the bill for a full mouth treatment can exceed $20,000. Most procedures, of course, cost far less, and work can generally be done over time.
"There are so many other things in life that people pay for out-of-pocket to improve their lives," Flax said. "If it makes them feel better, and if it is that important to them, they'll find a way to do it."
"Out-of-pocket" is the key term. Most dental plans do not cover cosmetic work, so patients have to come up with the money up front, strike a deal with the dentist for term payments or seek outside financing. Several insurance carriers, though, are reviewing their options.
"We have had a number of inquiries from insurance companies about the practice," Nelson said. "That leads us to believe that there are at least a few companies out there that are considering it."
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