Thinking outside the metal box: Why wait?

What’s interesting about this new method of sharing is that data shows that 67 percent of consumers read online business reviews and 70 percent will trust a business review that has 6 to 10 reviews. Further, when an online review is read, 58 percent of readers say that the positive customer reviews will affect their decision making (http://socialmediatoday.com/douglaskarr/561225/infographic-why-do-people-write-online-reviews).

Dentists today offer their adult patients tooth-colored fillings, tooth whitening, veneers and caps. Dermatologists offer skin resurfacing and peels, plus Botox to combat wrinkles. Plastic surgeons offer no end of surgical and non-surgical body and face enhancements.

The common thread among these practitioners is the proactive and aggressive approach to discussing esthetics with the patient. In July 2011, a Los Angeles Times article offered that orthodontic technology had advanced right alongside that of cosmetic procedures and that there are now options that provide that “esthetic look” while in treatment, especially for adult patients who are now “opening wide” for braces (Mascarelli, Amanda Leigh. Focus on Dental Health; Braces Grow Up: Los Angeles Times, July 4, 2011, Home Edition, E-1).

These are the cosmetic specialties, including orthodontics, that are being impacted by this wave of patrons who want to be seen and heard. A visit to www.healthgrades.com, or a review of your competitors’ websites, will illustrate how positive testimonials and/or referrals are a part of the equation to being successful, helping esthetic services gain ground in consumer health services. The other part of that equation is setting your practice apart by offering a differentiated product.

Historically, the metal bracket has been the bracket of choice, primarily because of functionality, durability and overall legacy of dependability. However, ceramic and lingual brackets now interest patients of all ages and especially the ones who also want fashion and discretion. And because it is this generation of consumer that will provide a testimony of their orthodontic experience, who will take that selfie of their smile and tweet or send a message via Facebook, an orthodontic office with esthetic choices can capitalize on an opportunity to differentiate themselves via the latest social media vehicle.

Today, it is 3M Unitek that offers the orthodontic esthetic solutions to meet the growing demand of consumers who want treatment options that help them be beautiful while becoming more beautiful.

• Clarity ADVANCED Ceramic Brackets are a revolutionary leap forward in orthodontic ceramic brackets. These brackets offer the ultimate combination of brilliant esthetics and performance with trusted strength, small bracket design, predictable and consistent debonding and enhanced patient comfort. APC™ Flash-Free Adhesive Coated Appliance System lets you move directly from bracket placement to bracket cure without removing adhesive flash. There is no flash cleanup, saving valuable time for dentists, staff and patients. APC Flash-Free Adhesive is available on Clarity ADVANCED Ceramic Brackets.
• Clarity SL Self-Ligating Brackets, incorporating SmartClip Self-Ligating System technology, are the only ceramic brackets that are passive self-ligating and feature an open slot, true twin edgewise design. You can feel confident that Clarity SL Self-Ligating Brackets will deliver difference-making advantages throughout every phase of treatment.
• Incognito Appliance System redefines lingual treatment and provides orthodontists with an efficient and effective treatment option. With the Incognito System, patients have a completely esthetic, 100 percent customized lingual system built for comfort and performance. The Incognito Lite Appliance System is an ideal treatment option for adult relapse cases or for patients who need only minor, anterior tooth movement.
• “The Source” at 3MMarketingSource.com is your one-stop site for professional, customizable marketing tools that will help differentiate and grow your practice. Use these Clarity and Incognito branded resources to elevate your practice, attract new patients and build your referral network.
• “PaintYourSmile.com” is the newest tool from 3M Unitek for the orthodontic office. This interactive website application allows users to upload their own picture and add Clarity ADVANCED Ceramic Braces or Victory Series Low-Profile Braces to their smile. Then they can personalize the braces with colorful Alastik Ligatures and send the image via e-mail, Twitter and Facebook to friends and family. The website app has also been optimized for mobile and tablet use.

The 17th Annual 3M Unitek Summit will address the shift to esthetic orthodontics and discuss how you can win in orthodontics. Now offered in two great locations, you can enjoy the desert or the city while unlocking the secrets to winning the patient game and “thinking outside the metal box.”

Note: AlastiK, APC, Clarity, Incognito, SmartClip and Victory Series are trademarks of 3M. All other trademarks are property of their respective holders.

This article was published in Ortho Tribune U.S. Edition, Vol. 9 No. 1, January 2014 issue.