Ethical marketing in ‘aesthetic’ (‘esthetic’) or ‘cosmetic dentistry’ part 3

There is a very real danger, when seeking to promote one's products or services in aesthetic (‘esthetic’) dentistry, to use language or images that are likely to create unrealistic expectations in some patients. For instance, showing the very best case on the practice website or practice brochure will be interpreted, understandably, by patients as signalling that the dentist, or their practice, routinely provides that level of improvement for every single patient. That perception, which may be brought about unintentionally in patients, is potentially fraught with great danger. If anything less than an excellent aesthetic outcome is achieved for the patient who has had his/her expectations heightened by such images, or language, and the patient interprets this as having been achieved for someone else, then this could well be a source of disappointment, complaint or possibly litigation.

Advertising often seeks to attract the attention of potential patients and to convince them to attend that dentist or practice rather than a competitor. The real temptation is to exaggerate a bit and make the aesthetic product or service seem to have benefits that are prettier, more substantial or longer lasting than might actually be the case. Furthermore, an established ploy of some salesmen is to omit ‘extraneous negatives’. In other words, such sales peoples' advice is not to dwell on any potentially negative aspects of the proposed treatment which might reduce the ‘chances of a sale’.