by Dr. Marc Schlenoff

For the past ten years, I have had the honor and privilege to be an Instructor at the Aesthetic Advantage Hands-On Symposium, at the NYU College of Dentistry in New York, as well as an Instructor at the General Practice Residency at Morristown Medical Center. During this entire time, the most asked question from students and residents has been “How can I do more of the big cases in my practice?” I feel that in today’s world of economic uncertainty, the answers to this question are significantly different than even several years ago.

There was a time not that long ago that I would have answered by using examples of advertising and marketing to draw patients to the office specifically for esthetic treatment. There was a buzz about cosmetics, and the primary goal was to attract those people who had already made the decision to have these procedures done. The times have obviously changed, however, and the answers that I now give to the above question are very different.

The keys to being able to attract the large restorative cases in today’s world are communication and treatment planning. The number of patients coming in exclusively for esthetic dentistry has declined significantly in most practices, but the need for restorative care continues to grow as our baby boomer generation (myself included) continues to wear and break their dentition. This is the patient population that needs comprehensive, and thus esthetic dental treatment.

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