Dysport®, botulinum toxin and dermal fillers have made a huge impact in the elective aesthetic field. These are the two fastest-growing cosmetic treatments, especially over the last seven to eight years. The dental field is slowly evolving to accept Dysport as a mainstream treatment option, for good reason. This can be used effectively in a dental office for facial line reduction and any health or aesthetic problem a patient may be experiencing across the dento-facial region. 

The first question everybody asks is, “doesn’t Botox and dermal fillers procedures belong in a specialist office, like a plastic surgeon or dermatologist office?” Dermatologists and plastic surgeons were the first healthcare providers to train and integrate these therapies into their offices but that does not make these “specialty” procedures by any means.

Dentists, are realising how advanced their training has been in the oral and maxillofacial areas than just about any other healthcare professional who is now allowed to deliver botulinum toxin and dermal fillers to patients.  Caring for facial skin health and the provision of facial rejuvenation therapies is a natural and long overdue progression for Dentists.

Dentists can now undergo comprehensive training to be able to offer everything from Botulinum Toxin and Dermal Filler injections, through to chemical peels, micro-needling, and laser skin rejuvenation, as well as counselling patients on the best products to use at home. On top of this, dentists have the important expertise to deliver anaesthesia, which is often used daily at dental practices. This experience will ensure the patients are comfortable at all times.

With unparalleled levels of practical skill and anatomical knowledge of the dento-facial region, dentists are the very best people to be providing facial rejuvenation therapies to the public in a safe and hygienic clinical environment for both aesthetic and therapeutic needs. 

In addition to the medical and cosmetic advantages that botulinum toxin and dermal filler injections can offer, it can also be a profitable addition to most dental practices. Cosmetics treatments can add a significant increase in the turnover of a practice. While the focus should always be on patient care and treatment, most dentistry is practiced through a small business model and production is important. The benefits of adding botulinum toxin and dermal filler injections to the world of dentistry have multiple and varied benefits.

Dentistry is the next medical specialty to offer botulinum toxin and dermal filler treatments, and it might just prove to have an important place in the field. When patients always expect better aesthetic results, products need to be constantly thought over and practitioners are eager to continuously improve their skills and discover new and proven treatment options. Products and techniques must be validated so that patients get what they expect.

Any new procedure being adopted by health professionals today requires thorough, up-to-date training at an international level as the foundation for developing clinical competency and safe and effective practice.

How to market facial aesthetics

How best to market this new avenue of revenue? The best way to do this is to concentrate all your efforts on the 3M’S of Marketing. (Market, Message, Medium).

One of the most important components of marketing these services is through your team.   Get the crew trained up and motivated and they will be one of your best marketing tools.  Generally, they are interested in having procedures done and there is nothing like first-hand experience to discuss with your client base.  They can introduce the range of treatments to encourage your audience to consider dento-facial options.  Posters and patient leaflets in the waiting area will also help to encourage enquiry from your clients.       

Other things to consider…who is your target market? Essential to know who you already have on your books or the type of patients you want or the type of patients that will be attracted to your services in your area.

There are 2 parts of target market – demographics and psycho graphics

– demographics – age/sex/income/location

– psycho graphics – lifestyle, where do they spend their money? What are their hobbies?

Your message in a nutshell is what you do and how it benefits the end user.

You will also need to consider in this competitive market, why should they choose you?

What is it about you that distinguishes you from the market place when considering facial marketing?

The medium is what message delivery system you will use to reach your market with the correct message.

This is divided into the following categories;

 – Internal marketing – newsletters, open evenings, email shots

 – External marketing – newspaper/magazine ads, leaflets, radio

 – Internet marketing – websites, Search Engine Optimisation (SEO), Pay Per Click (PPC)

 – Social media – Facebook, Twitter, LinkedIn, Instagram

Use the one that appeals to your market (found out from your research of the market – new and existing patients).

The last part is to create a marketing plan with all the information you collected and start offering facial aesthetics.