In the last issue of the Whitener, an interview with the popular clinician William Strupp, DMD, revealed that he whitens ALL his patients using Life-Like’s 30% at-home gel. What benefit is there to your patients and your practice to whiten all your patients? Is it practical . . . and how do you actually sell the service to 100% of your patients?

There are many key benefits that each and every patient will receive:

• Whiter Smile - Compliments from friends and family go a long way in boosting the perceived value of patients’ dental investments.

• Shade Base for Porcelains - Porcelain does not bleach. So, before caps or veneers are applied, it is important to whiten the teeth first and then match the porcelain. This way, the patient has a shade he/she can always return to by whitening. Matching to a darker shade is not in the best long-term interests of the patient.

• Gingival Health - Remember, whitening was first discovered as a secondary benefit. Its original use was cleaning and debriding the periodontium.

• Whitening Acclimation - Getting patients accustomed to whitening is of great service to them. Touch up whitening and cleaning and debriding should be a lifetime commitment contributing to overall dental health.

But, how is it possible to whiten all your patients? Dr. Strupp tells us his secret. If a patient does not want to whiten due to the cost, he asks them what they will pay. Whatever the answer, he accepts that as the price. By doing so, he knows a whitening patient will be a better patient who cares more about his/her teeth, likes his/her smile better, and has more of an investment in them. He also knows it will help move that patient into other cosmetic procedures - the better the smile, the more the patient appreciates it and is willing to invest further in it. The approach has been a success for Dr. Strupp and will lead your practice to greater patient satisfaction, too.

There are less drastic ways to help patients handle the expense versus the perceived value. Many practices routinely price whitening into a package of dental services. When assembled in a package, it becomes easier to present a complete dental solution.

Another pricing approach is to use whitening as a loss leader to bring in new patients. This approach has proven extremely successful when promoted in print ads, radio spots, flyers, coupons, as well as by word of mouth. Regardless of how you do it, making it routine to whiten ALL your patients is good for your patients -- and your practice.