Cosmetic Dentistry - Harley Street Dental Studio London W1 · market in innovative invisible braces and demand for these orthodontic systems has grown significantly in Asia. For the

_ 20.February.2012

Cosmetic Dentistry

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The Power of a SmileWhy teeth matter

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The Best of the Best Eight dental innovations

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Art and Science The technology and craft of cosmetic dentistry

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At Home Procedures The truth behind teeth whitening

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Cosmetic Dentistry

ȹThe British stereotype may be one of poor dental aesthetics and oral hygiene but in a world of struggling markets, the dental industry has proven to be surprisingly resil-ient as the public reassesses its priorities. According to Mintel, the number of cos-metic dentistry procedures carried out in the UK between 2008 and 2010 increased by 33.5 per cent from 223,929 to 298, 868. Yet while we are willing to invest in our teeth, there has been a marked shift in the type of treatments we are spending on. Prevention and at home regimes are more of a priority and it is all about straighten-ing and whitening rather than veneers and implants. ‘ABB’ – alignment using simple braces to straighten teeth, bleaching and bonding with materials to shape teeth – is

the industry’s current buzz phrase when it comes to meeting patient demands.

“The clinics that have faired best during the recession are those that place an equal importance upon preventative health and cosmetic treatments, improving both the functionality and appearance of teeth” says Bertrand Napier, communications direc-tor of the British Academy of Cosmetic Dentistry (BACD). “A consumer desire for instant ‘smile makeovers’ has been rivalled by a desire for simple, economi-cal solutions such as cleaning, polishing, whitening and gum disease prevention”.

Along with financial considerations, it is changing cultural aesthetics that are driving this trend. In a shift that is mirrored by the cosmetic surgery industry, patients are rejecting the clichéd notion of ‘10 years younger’ in favour of looking like them-selves, albeit in a subtly enhanced version.

Our appearance has become the new social currency and conforming to an understated, more ‘tasteful’ beauty ideal is all-important. As a result, ‘minimally invasive’ dentistry that celebrates ‘the in-built imperfections’ of the individual is the new industry ideal.

Recent months have seen a growing trend in ‘invisible’ orthodontics and lingual

braces that allow us to improve our smile in a way that remains ‘our little secret’. “Rapid, removable orthodontic systems such as the Inman Aligner are seen as ‘recession-busting’ treatments in that they offer a time and cost effective method of correcting rather than masking misalign-ment, offering natural results in as little as six to 16 weeks rather than the 18-month treatment time of traditional braces,” says Dr Tim Bradstock-Smith, cosmetic dentist and director of The London Smile Clinic.

Martin Raymond, strategy and insight director of The Future Laboratory believes this comparatively measured approach correlates with a consumer desire for authenticity, value for money and long-term benefits across all other lifestyle sectors. “The digital age has given rise to the ‘social CV’. Customers are now able to evaluate brands and individual prac-titioners based upon blogs, social media testimonials and search engine results. Today’s cautious consumer is willing to spend – but only if they trust the outcome”.

The availability of information online has led to what Dr Bradstock-Smith refers to as an ever-increasing ‘Dental IQ’ among patients. The knock-on effect is elevated consumer expectations that ensure the quality of cosmetic dentistry in the UK remains high.

As for the global landscape, Dr Bradstock-Smith, believes that the American industry’s failure to offer more low cost, ‘conservative

dentistry’ has been its downfall during the recession. Germany continues to lead the market in innovative invisible braces and demand for these orthodontic systems has grown significantly in Asia. For the UK clinics that can keep pace with our own

desire for subtly enhanced, healthy smiles, the outlook for the future is good.

“The use of advanced digital technolo-gies means complicated procedures can now be performed simply, quickly and with the minimum amount of discomfort. This is an attractive proposition for the time and money short consumer who places a high value on preserving their natural teeth and safeguarding their long term health,” says Mr Napier. “As long as there are people, there will always be a market for cosmetic dentistry”. That said, one point experts across the industry are agreed upon is that financial restrictions combined with increasingly sophisticated technology, shifting cultural ideals and an ever more knowledgeable consumer means that we are now entering the age of the ‘savvy smile makeover’.

Complicated procedures can now be performed simply, quickly and with the minimum amount of discomfort

Your feedback is valued by us. Please send in your opinions to [email protected] For information about partnering with Raconteur Media please contact Freddie Ossberg: +44 (0)20 7033 2100, [email protected], www.raconteurmedia.co.ukThe information contained in this publication has been obtained from sources the proprietors believe to be correct. However, no legal liability can be accepted for any errors. No part of this publication may be reproduced without the prior consent of the Publisher. © RACONTEUR MEDIA

Vicky EldridgEVicky Eldridge is an award-winning journalist and the editor of Cosmetic News. She is one of the foremost journalists in the field of medical aesthetics, having specialised in the subject for more than seven years.

AlicE HArt-dAVisAlice Hart-Davis is an award-winning beauty journalist, the creator of Good Things skincare and is currently writing the follow-up to her best-selling teen beauty bible, Be Beautiful: Every Girl’s Guide to Hair, Skin and Make-up.

BEAtricE AidiNBeatrice Aidin is the winner of the 2011 Johnson & Johnson Best National Newspaper Journalist Award and has covered the beauty industry for more than 10 years writing for titles including The Financial Times and The Sunday Times.

BEllA BlissEttBella Blissett is the beauty columnist for the Mail on Sunday's YOU Magazine. She is the author of 'Ask: The 1000 Most Asked Questions About Beauty', has contributed to titles such as Elle, Red, Evening Standard and ZEST.

EmmA Hill Emma Hill is an award winning beauty journalist and an acclaimed blogger, with a magazine beauty editor background. She now writes for titles including Sunday Times Style, The Financial Times, Stella, Easy Living and Psychologies.

NicolA krAmErNicola Kramer is a freelance journalist and editor covering a range of subjects, including dental health. She has worked in the dental industry for more than 10 years and regularly contributes to a number of specialist titles.

Publisher Nadine Amer

Published in association with

Editor Vicky Eldridge

Design The Surgery

Distributed in

CONTRIBUTORS

A winning smileThe cosmetic dentistry business has weathered the storm of the recession well as patients prioritise good oral hygiene and a subtle smile aesthetic. Bella Blissett reports on the social and technological shifts driving the industry

As long as there are people, there will always be a market for cosmetic dentistry

Words_ Bella Blissett

Importantance of having a nice smile On the upIn a 2011 survey by Oasis Dental, patients were asked to rate how important having a nice smile was over other lifestyle factors

Dental products people are you using more often

AGE AGE AGE AGE AGE

Toothbrush Breath spray

Dental floss Interdendal brushes

Mouth wash Toothpaste

Academic qualificationsGoing to the gym

16-2

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Going on a diet Job Interveiw Your partner

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Source: Oasis Dental

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Cosmetic Dentistry

The powerof a smile

SHIFTING PERCEPTIONS ȹIf you had interviewed people 20 years

ago about their smile, I am not sure they would have understood the question, at least, not in the way that we do today. As a nation, we used to be downright suspi-cious of anyone with anything resembling a gleaming, big-toothed Hollywood smile, but how times change.

According to a recent YouGov survey, 45 per cent of adults in the UK are unhappy with their smile; 56 per cent would con-sider treatment to improve their teeth, and a quarter make a direct link between their teeth and self-esteem.

Along with a general improvement in ‘grooming’ – paying closer attention to our hair, nails, skincare and wardrobe – we are much keener on brushing up the look of our teeth. We don’t want suspiciously perfect, but we want better and our views of what constitutes the perfect smile have evolved too.

“UK dentistry went through a phase of patients wanting big white smiles but to me, a perfect smile is when everything is balanced and in proportion and suits the individual,” says Dr Mervyn Druian of the London Centre for Cosmetic Dentistry.

Dr Tim Bradstock-Smith of the London Smile Clinic has noticed this shift too. “Gone are the days when patients ask me for a beaming white Hollywood smile,” he says, “Now, a ‘perfect’ smile is one that is clean and healthy with bright and natural-looking teeth.”

Apparently it is all in the detail and it is a look Dr Bradstock-Smith calls ‘imper-fect/perfect’.

“Natural teeth have highly complex surface anatomy, texture, colour variation, translucency and all sorts of imperfec-tions,” he points out. “We won’t mimic the unsightly flaws but we like to keep some ‘perfect imperfections’ in there.”

Achieving this look means less indis-criminate use of veneers and a more

thoughtful approach involving restoration and orthodontics, adjusting teeth with braces or the new breed of fast-acting invisible aligners, along with whitening.

MAkING AN IMPRESSION That people will judge you by your smile is now a given. “We live in a society where first impressions count,” says Dr Uchenna Okoye, who runs the London Smiling clinics. “Today, your smile is an accessory. Research has shown that people who have great smiles are thought to be more intelli-gent, better educated and more successful than people with bad teeth.”

Smiles are powerful when it comes to business. “In terms of fast-track bonding and rapport-building in business, they are as important as a handshake,” says body-language expert Judi James.

People might think that cosmetic den-tistry is only for celebs, but, as Dr Okoye points out, a smile is a tool that we use for better communication. “One thing that has changed greatly in the past 10 years is that anyone who is front-facing, whether they have a job in sales, or are teaching,

wants something extra to help them make a good impression,” she says. “I’ve seen a huge increase in patients who are afraid of losing their job to someone younger. Once their smile is improved, they look younger, feel better and are more confident.”

Dr Susan Tanner of Dawood and Tanner, a practice that specialises in complex implants, knows well the more far-reaching consequences of dental work. “We see this sort of blossoming transformation nearly every day,” she says. “When we give someone back the confidence to smile, whether by elimi-nating a stained filling in a front tooth

or by giving them a full arch of implant restorations, it seems to transform the way they use their facial muscles. It is a great source of pleasure to us. I can’t tell you how many times patients come back after treatment having reinvented themselves. It sounds like a cliché, but we really do have patients who have married, got the new job, or even started a singing career after dental work.”

A survey carried out by toothpaste maker Biorepair revealed that Britons

Britons smile, on average, 26 times a day – that’s around half a million smiles in our adult lifetime

A perfect smile is when everything is balanced and in proportion

Words_ Alice Hart-Davis

Research has shown that people who have great smiles are thought to be more intelligent, better educated and more successful

Alice Hart-Davis explores the concept of the perfect smile and asks why teeth are so important in modern culture

Alice Hart-Davis explores the concept of the perfect smile and asks why teeth are so important in modern culture

“A politician’s smile can be part of their Reality Distortion Technique (RDT), which is often described as their charisma,” says body language expert Judi James. “A speaker with strong levels of charisma can virtually hypnotise their audience, creating agreements and loyalties that might not have occurred logically. Bill Clin-ton’s lop-sided smile was known to be part of his charismatic effect.

I used stills of his face, covering first one side and then the other, to demonstrate this, around the time of the sexual scandal. One side was looking serious and disapproving, i.e. well behaved but the other tended to look ‘naughtier’. This half-and-half might have helped gain public forgiveness or even approval. He looked part-subdued and contrite but also part ‘fun’. His smile was so contagious it was tempting to want to bring it back again when he looked serious or apologetic. A natural or a well-performed smile will spread slowly across the face and will always reach the eyes. And Clinton’s shared smile technique made it feel as though – as with Princess Diana – you were colluding in the thought that was making him smile.”

CASE STuDY ON A POlITICAl SMIlE

Bill Clinton was the first Democrat since Franklin D Roosevelt to win a second term. During his administration the US enjoyed more peace and economic well-being than at any time in its history including the lowest unemployment rate in modern times and the lowest inflation in 30 years.

Bill ClintonFormer President of the United States (1993-2001)

smile, on average, 26 times a day – that’s around half a million smiles in our adult lifetime – but that almost half of those smiles are false. But can we spot the real from the fake? “There are always some charmers who employ their skills for coer-cion and manipulation,” says Judi. “When someone has a good smile we are hard-wired to sustain that facial expression, just as we are to keep a small child looking happy. If someone has been performing genuine-looking smiles in a transaction we might feel pressured to keep them happy, even if it means negotiating a ‘lose’ for ourselves.”

Our smiles might be changing for the better, but human nature changes little. You have been warned. Keep smiling – but keep your wits about you.

OJO IMAGES lTD / AlAMY


Something to smile about

We discover how Philips has become a number one choice among dental professionals and consumers by offering highly advanced and innovative oral health solutions backed by science and research

BRuSH YOuR TEETH wEll

Brush your teeth for two minutes twice a day with fluoride tooth-paste. Using an electric toothbrush helps to ensure you brush well and for long enough every time.

FlOSS THE TEETHYOu wANT TO kEEP

Cleaning in between the teeth is important for tooth, gum and gen-eral health. Try to clean in between the teeth once a day every day.

YOu ARE wHAT YOu EAT

Eating a healthy balanced diet is important. Watch for hidden sug-ars in food. Honey, dried fruit and syrups are also high in sugar. It is best to keep sweet treats as part of a meal and to drink plain water between meals.

VISIT YOuR DENTIST REGulARlY AND ASk FOR ADVICE

If no one has ever shown you, next time you visit your dentist, take your toothbrush and ask them to show you how to use it well. It really can make an amazing differ-ence with no extra effort or time.

DON’T BRuSH AFTER EATING

When we eat, our mouth becomes acidic for around 20 minutes. If we brush in this time, we can cause wear on our tooth surface permanently.

Philips’ hygienist Mhari Coxon gives her top tips for teeth and gum health

ȹ The name Philips is synonymous with innovation and market lead-ing technology, so when Phil ips Oral Healthcare acquired oral health pioneers Discus Dental they became even more of a force to be reckoned with.

Since 1987, when the first Son-i c a re p owe r tooth b ru s h wa s created, Phil ips has continually advanced its technology to meet patient needs.

Phil ips Sonicare is the number one sonic toothbrush brand rec-ommended by dental profession-als worldwide and the company's latest innovation, the AirFloss, marks a revolution in the world of flossing. Adding Philips Zoom to its portfolio now also means that Phi l ips is a global leader in teeth whitening. All of this com-bined means that consumers can trust Philips products to help them achieve a healthy beautiful smile.

All you need for a confident, beautiful smile

www.philips.co.uk/sonicare

ȹ DiamondClean takes sonic brush-ing to its most advanced level yet. Clinically proven to whiten teeth in one week and improve gum health in two weeks, it can remove 100 per cent of plaque from hard to reach areas. Featuring five brush modes – Clean, White, Polish, Gum Care and Sensitive - it also comes with an array of charging options, including a unique charge glass and innova-tive USB compatible travel case, not that you will need them often as the brush holds an impressive three-week charge.

ȹ EasyClean is the perfect introduc-tion to using a power toothbrush. It comes with a brush head that pro-vides a great brushing experience and outstanding plaque removal. It also comes with Smartimer, which encourages two-minute brushing, as recommended by dental profes-sionals, and features a Quadpacer which makes sure that you brush more evenly and thoroughly.

ȹ Flossing on a regular basis can be time consuming and uncom-fortable. With this in mind, Philips has created the Sonicare AirFloss. With its breakthrough microburst technology it will change the way you floss forever.

It fires a 45mph microburst of air and water to remove plaque from between teeth and is proven to remove 99 per cent more plaque than brushing alone.

AirFloss is easy to use and can clean between all teeth in just 60 seconds using only a teaspoon of water or mouthwash.

ȹ The Zoom take home products, DayWhite and NiteWhite, g ive great whitening results as well as rebuilding enamel and enhancing overall tooth health and strength. They also significantly reduce sen-sitivity helping you to achieve the results you want. They are only avai lable through your dentist , who can help you decide on the right product for you and guide you through the treatment.

PHIlIPS SONICARE DIAMONDClEAN

PHIlIPS SONICARE AIRFlOSS

PHIlIPS SONICARE EASYClEAN PHIlIPS SONICARE ZOOM

PHOTO: llOYD GOODAllAll

Commercial Feature


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Technological innovation is transforming the cosmetic dentistry industry. So will this negate the need for practitioner creativity – or challenge dentists to further their level of dexterity? Bella Blissett unravels this relationship between the two and discovers what the future holds for the patient

puter-aided manufacturing) technology has had on both practitioners and patients. Software such as Cerec 4.0 allows the den-tist and patient to collaborate in ‘design-ing’ a new smile, making subtle alterations to images of the mouth on screen.

This, says Martin Raymond of The Future Laboratory, is crucial given that today’s consumers are considering the psychology – as well as the health benefits – of changing their smile. CAD/CAM technology adds an element of predictability that allows the

patient to evaluate the possible social and professional implications of how their teeth will look alongside the costs, providing reas-surance before they make the investment.

And if financial considerations are ever present in our minds, ‘faster’ is the word tripping off patient’s lips as they enter the dentist’s surgery. Certainly, science is facilitating our desire for results within weeks, months – or even a single day.

“One of the key technologies show-ing dramatic advancement is the use of rapid prototyping for state of the art lingual braces such as Incognito,” says Dr Simon Manara of London Orthodon-

tics. “In the past, we relied upon putty moulds to gather information about the patient’s teeth. The use of three-dimensional optical scanning devices has made such a marked difference to the accuracy with which we’re able to make custom-made brackets for the back of each tooth .”

Elleven Orthodontics is even employ-ing the use of robots to create the invis-ible SureSmile brace, (from £3,500). Although SureSmile archwires don't actually move the teeth any faster than conventional archwires, the 3D imaging technology used to create the comput-erised treatment plan is said to reduce treatment time by up to 30 per cent. Instead of a continually evolving plan with frequent adjustments, the teeth move along a more direct path to their target positions.

If speed rather than ultimate dis-cretion is your priority, the new Inman Aligner does mean enduring a visible wire at the front of the teeth. Yet it can be removed while eating and thanks to a spring action coil that exerts pressure on the teeth, it squeezes them into align-ment, correcting protrusions in 12 to 16 weeks. Costing between £1,000-£2,000, it’s both a time and cost efficient way of getting a straight but natural looking smile.

The price and treatment time of hav-ing veneers is also falling as science improves. Dr Gertrude Huss of the Hill Clinic is one of several specialists using Edelweiss veneers. Made from a laser-treated composite, they are prefabricated veneers that can be matched and adapted to each patient. So instead of waiting two weeks for your brand new veneers to be manufactured by a laboratory, you can walk out of the dentist with a new smile in under three hours. Unlike traditional porcelain versions, the composite is also easily repairable and at a starting price of around £1,200 for six veneers, (instead of around £3,000) they’re a significantly cheaper option.

Even acquiring completely new teeth can now be achieved in a matter of hours – rather than months – using the All-on-4 implant technique. “In the past, up to eight

parallel implants were needed to replace a full set of teeth. After the initial implant surgery, temporary or existing dentures had to be worn for six months, while osseointegration took place and the implants became secure in the bone,” explains Dr Huss.

“Now by placing just two implants at the front and two angled at the back, we

can create a secure enough attachment between implant and bone that allows us to attach the new teeth immediately”. The £20,000 cost needed to cover traditional implants also falls sharply to around £12,000.

Add the financial savings to the fact that previously gag-inducing dentist appoint-

Words_ Bella Blissett

One of the key technologies showing dramatic advancement is the use of rapid prototyping for state of the art lingual braces

It is easy to see why the industry remains optimistic about the future

Science is advancing very rapidly, giving rise to a greater variety of high quality treatments

ȹIf the recession has made us value our teeth all the more, the perfect synergy between shifting consumer desires and scientific development will define the cosmetic dentistry industry in years to come. Invisible aligners, intraoral scan-ning methods and even one-day implants mean that we’ll soon be able to achieve the natural, understated smile we want in a way that’s faster, less invasive, more accu-rate and discreet.

But as cosmetic dentists harness this

cutting edge technology, to what extent is the future defined by science and how much will it rely on the artistry of the top practitioners themselves?

“Science is advancing very rapidly, giv-ing rise to a greater variety of high quality treatments,” says Dr Tif Qureshi, presi-dent of the British Academy of Cosmetic Dentistry (BACD). “Yet no matter how impressive technology becomes, without skilled practitioners there will be no way to implement it”.

Something industry experts are unani-mous about is the impact the latest CAD/CAM (camera-aided design and com-

The Art and Science of Cosmetic Dentistry


Cosmetic Dentistry

07

ments are becoming less painful and more pleasant overall and it is easy to see why the industry remains optimistic about the future. New intraoral scanning devices such as Straumann’s CADENT iTero are gradually displacing the discomfort of the old solid putty mould system and making for a more time-efficient service. Impression-free dentistry means a new generation of patients will have their records stored on an online ‘Cloud’ acces-sible to their relevant practitioner(s).

“Digital technology means live off-site consultations will also become the norm,” adds BACD communications director, Bertrand Napier. “And when the patient is in the dentist’s chair, new pain control systems such as the Dental Wand – a computer-controlled local anaesthetic that reduces discomfort by producing a more even flow rate during injection – will make the experience ever less threatening. Scientists in America are even trialling a local anaesthetic nasal spray that numbs the upper jaw”.

Yet if digitisation is to become evermore widespread, will computer intuition replace the creativity of the dentist?

Orthodontist Dr Moira Wong of 42 The Dental Practice rebuffs the notion, arguing that digital imagery and elec-tronic data storage will facilitate further collaboration between dental special-ists – including the growing number of

experts now using their understanding of bone structure to perform Botox® and hyarulonic acid fillers.

This will tie in with the launch of increasingly advanced, imperceptible dental materials and composites. Later this year, Dr Mervyn Druian at The London Centre for Cosmetic Dentistry will introduce a revolutionary veneer that is as hard as a diamond yet as thin as a contact lens. Biotechnologists are even working on a vaccine against tooth decay and the inevitable quest to grow functional teeth using stem cells con-tinues – even if we’re unlikely to see the results inside the next decade.

“The biggest trend we’ll see in the near future is ‘progressive dentistry’ replacing the ‘instant smile makeover’ and widespread use of veneers. Practitioners will combine technology and artistry to make infinitesi-mal changes to teeth in stages, allowing the patient to see that they need less – rather than more – treatment to achieve natural results,” says Dr Qureshi.

Digital technology may reduce the margin of human error, but it requires practitioners to transfer their practical skill to computer-based image alteration methods – in much the same way that magazine art departments have had to adjust to Photoshop.

“Essentially, cosmetic dentistry is a head, hands and heart profession that requires practitioners to demonstrate artistic flair similar to that of a sculptor. Complex new machinery will require dentists to adapt and further their education and rise to a greater level of skill than ever before,” adds Dr Qureshi. Which can only be a good thing for us, the patients.

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Cosmetic dentistry is a head, hands and heart profession

Technological innovation is transforming the cosmetic dentistry industry

Commercial Feature

ȹ The prospect of facing the den-tist’s drill is one of the root causes of dental anxiety. Statistics show that the fear factor leads 10-15 per cent of people to avoid seeing their den-tist, yet this makes them more sus-ceptible to developing tooth decay or other oral health problems.

Tooth decay is a disease that affects millions of people around the world. It is caused by bacteria damaging the hard structure of the tooth – the enamel and dentine – and producing cavities or holes in the teeth, known as dental car-ies. If left untreated, tooth decay can cause serious problems such as pain, tooth loss and infection, which is why the focus of modern dentistry is on developing methods for preventing, limiting and revers-ing the damage without the need

for drilling, root therapy or extrac-tions. One such innovation is Icon.

Developed by DMG, Icon is a breakthrough dental treatment, which represents a significant move forward in the way dental decay is viewed and managed. A liquid plastic, it can be applied to teeth that have become discoloured or developed porosities, as a result of decay, in order to repair them. The treatment is simple, quick, easy and gentle and allows dentists to treat the early signs of enamel decay or white spot lesions, stopping tooth decay in its tracks. And, because the treatment is carried out at the early stages of the decay process, it removes the need for local anaes-thetic injections or drilling.

The affected tooth is simply pre-pared using a special gel, which is

An Iconic ideaHow a breakthrough dental treatment is helping to stop tooth decay in its tracks and allowing patients to avoid the dentist’s drill

washed off after a few minutes and dried with a puff of air before the liq-uid plastic is applied and set using a simple hand-held light.

Previously the only options avail-able were dietary control and fluo-ride treatment, however studies show these methods to be largely ineffective, especially in adoles-cents, leading to a progression of the disease and ultimately fillings.

Another unique application for Icon is in the field of orthodontics. People who have fixed braces can often be left with unsightly white spot lesions around the braces. Until the evolu-tion of Icon, invasive treatment was usually required to restore the aes-thetic integrity of the tooth, but now the disease can be halted and the tooth can be returned to its natural colour in a gentle non-invasive way.

For further information ask your dentist about Icon or visit www.drilling-no-thanks.co.uk

The innovative Icon dispenser delivers

the material into difficult to reach areas

between the teeth.

MANTREDXY


Cosmetic Dentistry

08

Cosmetic dentistry is more popular than ever and we are realising the value of investing in our smiles. A-listers like Kate Middleton and Emma Watson champion the natural look that consumers so desire and the latest technologi-cal and treatment advances mean it is getting quicker and easier to achieve. We have selected eight of the most cutting edge dental advances for 2012

The lowdownThe messy routine of impression tak-ing, for Invisalign aligners and braces is uncomfortable for most. This state-of-the-art, scanning system from the US, takes away the need for this process. “The added advantage is that it can also be used to treat and plan crowns, veneers and implants,” says Dr Mark Hughes, of the Harley Street Dental Studio. “So if a patient has all these needs, you can use one imaging technology to plan all the work for a more integrated treatment.” The impression taking tech-nology is so new to the UK it is only avail-able at a small number of dental practices.

How it worksSimple, a hand held scanning device is used to take photos of your teeth at all angles. These images are emailed to the technician, who will use the information with instruction from your orthodontist, to make your Invisalign brace or crown.

The lowdownABB is creating a buzz with both patients and experts for achieving a great smile fast. The combination of techniques is designed to improve the front section of your teeth over three to four months. It is a step on from using veneers or the original three-month ‘wonder brace’, to achieve a quick fix smile. ABB is ideal for those who don’t want to commit to the 18 month, complete smile overhaul. “Not everyone needs it, a lot have crooked teeth at the front, so this is what suits them,” says Dr Kanaan.

How it worksEither a fixed lingual brace or a removable Inman Aligner (see pictured) align the front six teeth (a procedure sometimes called Social 6) over two to three months. Next, teeth are bleached and third, a silica resin composite is bonded along the tooth edge to improve its shape. Alternatively, a veneer may be used. By aligning teeth first, drilling to prepare for bonding or veneer is minimal, which is increasingly the trend among cosmetic dentists: the less invasive the better.

The lowdownThe latest in smile makeover technology from the US, SureSmile uses three-dimen-sional imaging and robotic technology to help create a tailored invisible brace that moves teeth with digital precision, reducing treatment time and the number of appoint-ments you will need. “Typical treatment time is 18 months to two years, this reduces time by 30 per cent about six months”, says Dr Anthony Lam of Elleven Orthodontics.

How it worksAn oral CBCT (Cone Beam Computed Tomography) scanner creates a 3D computer model of your teeth. The ortho-dontist can see how your teeth fit together from any angle, and, using virtual simula-tion, can determine both the end result and the treatment plan. “The software works out the difference in coordinates between the crooked and the straight teeth and feeds that to the robot,” says Dr Lam. The robots (based at SureSmile labs in Berlin and Dallas) then bend these wires to the dentist’s prescription. They are then slotted through your brace brackets, which can be positioned either behind (lingual braces) or in front of the teeth.

ABB is creating a buzz with both patients and experts for achieving a great smile fast

the Ultimate BraceSureSmile

Words_ Emma Hill

Emma Hill looks at the latest technologies, gadgets and smile enhancement techniques being pioneered in modern cosmetic dentistry

the 3-month smile ProgrammeAlignment, bleaching and bonding (ABB)

the No-more-impressions scanner iTero Scanner

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Cosmetic Dentistry

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The lowdownThis new tool enables your dentist to put a knocked-out tooth back in position, on the spot. The idea is you leave the clinic with your own tooth intact, temporarily until your implant has healed ready for your replacement crown. The benefits are more than just cosmetic. “It also enables the implant to heal perfectly because you are using your original tooth, so the soft tissue around the tooth remains intact without any shrinkage,” says Dr Zaki Kanaan, vice president of the BACD and an implantolo-gist at The London Smile Clinic.

How it worksThe implanting process is as normal – the tooth and root is removed from the gum and a titanium rod is implanted. The root is cut from your tooth, which is inserted into the device, and carried back into its original position in the root socket, where it is glued onto the teeth on either side to hold it in place. You can then leave with your old tooth in place and no obvious false tooth until your return appointment.

The lowdownAcceledent is a hand held vibrating device said to cut the time you need to wear a brace by a third or, so its manufacturers say, by up to 50 per cent. The thinking stemmed from the premise that vibration improved bone density. Based on this, an orthodontist in Japan wondered whether the concept could be applied to tooth movement. Could micro-vibrations move teeth faster by stimulating surrounding bone tissue? The idea was confirmed, and led to the development of Acceledent. A number of clinical trials back up its efficacy and reports from independent orthodontists are good.

How it worksIt’s a hand held device with a vibrating mouthpiece a bit like a retainer, which you slot between upper and lower teeth. It works for both aligners and braces and needs to be used for 20 minutes a day. Its rechargeable dock has a timer, which records usage (so your dentist can check up on how diligent you’re being). It costs extra, but the argument is, you are paying for a significant reduction in treatment time.

The lowdownFlossing sends most of us on a guilt trip – we know we should do it, but we just don’t get around to it. It’s fiddly and we forget. A new breed of hand held gadgets, which are designed to blast air through gaps to force bacteria and plaque out, such as the Philips Sonicare AirFloss, are causing a stir.

How it worksWith its breakthrough microburst technol-ogy Sonicare AirFloss is designed to make flossing easier, whilst maximising plaque removal between teeth and ultimately improving gum health. It works by firing a microburst of air and water at 45mph to remove plaque from between teeth and is proven to remove 99 per cent more plaque between teeth than brushing alone. Air-Floss is easy to use and can clean between all teeth in just 60 seconds using only a teaspoon of water or mouthwash.

the Hygienist’s Flossing secretPhilips Sonicare AirFloss

the gadget that cuts Brace-Wear timeAcceledent

the gadget that Puts your own tooth BackK2ooth Re-Implanter

The lowdownTraditionally, porcelain veneers were either strong but thick so looked opaque and unnatural, or they were fine, so looked more natural but were weak so chipped easily. Emax is one of a new breed that bridges the gap. “Emax is a special, high strength porcelain that also has excellent aesthetic properties,” says Dr Hughes. Because it’s durable, it can be made thin-ner, so the natural tooth requires less if any drilling or filing first.

How it worksVeneers cover the tooth surface and are generally applied to the front eight to improve colour and shape or straighten. Following your dentist’s prescription, a technician makes them, and they are bonded onto your teeth in this case, with little or no drilling. However durable, it’s always worth discussing whether you need some tooth realignment first. “Veneers tend to last longer once the bite is looked after,” says Dr Hughes. “For 50 per cent of those we do veneers for, we will do some orthodontic work first to increase longev-ity”, he says.

The lowdownOne uses ionic technology to clean teeth without the need for toothpaste. The latter uses nano-mineral coated bristles to keep teeth clean for 24 hours.

How it worksThe Soladey toothbrush has a titanium rod along the neck of the brush, just below its bristles. When light shines on the rod negative ions are released, which react with the acid in your mouth to break down plaque. The brush is more expensive than traditional brushes, but its brush heads are replaceable. Bristles are tapered to help improve cleaning beneath the gum line. It has won recognition from the oral care industry, winning first price at the 2010 FDI World Dental Conference in Dubai. The newest version not yet avail-able in the UK is the Soladey J3X has an in built solar panel, for use where light levels are low. The Misoka Toothbrush uses a nano-mineral coating, which not only cleans, but also leaves the teeth with a hydrophilic film, which makes it difficult for debris to stick.

the super Natural VeneerEmax

the cutting-Edge Japanese toothbrush technologySoladey Ionic Toothbrush and Misoka Toothbrush

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Cosmetic Dentistry

can buy on the high street or over the net. At home teeth whitening has never been

more popular, but with over the counter or internet-purchased whitening kits being largely ineffective and, in some cases, potentially harmful, consumers could actually be putting themselves at risk of damaging their teeth and gums in their quest for a more beautiful smile.

The British Academy of Cosmetic Dentistry has issued a number of warn-ings about dangerous levels of bleach in take-home whitening kits. EU recom-mendations state that the chemicals used to whiten teeth (hydrogen peroxide or carbamide peroxide) should not exceed the six per cent level for hydrogen perox-ide (18 per centfor carbamide peroxide) if used at home, even when prescribed by dentists, yet many websites sell teeth whitening kits that contain chemical levels that greatly exceed that.

Philips hygienist Mhari Coxon says, “ You should never try and buy a teeth whitening kit over the internet. You very much get what you pay for with whitening so if some-thing seems too good to be true it probably is. Some of the kits that are available have the wrong kind of peroxide and can actually take the enamel off your teeth.”

An investigation by Trading Standards discovered that 18 out of 20 tested DIY tooth whitening kits contained illegal levels of hydrogen peroxide. Their advice, and the advice of the European Union Scientific Committee on Consumer Products, to anyone seeking teeth whit-ening treatment, is to consult a qualified dentist who will ensure there are no underlying oral health issues like peri-odontal disease, which mean you are not suitable for the treatment.

Professor Andrew Eder, clinical director of The London Tooth Wear Centre says, “I have concerns over some of the over the counter stuff because we don’t really know what is in it. There are also some crazy methods of bleaching that you see on the internet, such as mixing strawberries and lemons together, but you can actually take the enamel away doing things like this. It is uncontrolled and not sensible in my view. The best method of whitening is home bleaching under the guidance of a

dentist. It is a very controlled and gentle way of whitening and patients very rarely get any sensitivity.”

Professor Eder is not alone as profes-sional at home whitening is the most popular method currently used by dentists. A survey carried out by Philips at the BDTA Dental Showcase 2011 showed that 99 per cent offer at home tooth whitening through their practice, compared to only 60 per cent who offer in clinic whitening.

The treatment involves wearing a cus-tomised tray containing a whitening solu-tion, at night over a period of 10-14 days. It not only removes the surface stains but can penetrate the enamel to bleach deep-set stains that over-the-counter systems can’t touch. The results are also longer lasting and more predictable although the only downside is they are not instant as with in chair whitening.

BACk TO BASICSUnlike some other markets, where the trend for at home treatments is potentially taking consumers away from the profes-sional market, in dentistry, at home regi-mens are an essential part of the process.

Many of us are so preoccupied with the cosmetics of our smile that we forget that the real secret to healthy, attractive looking teeth really does start at home.

If you want to invest in your smile, step-ping up your at home oral health regime is the best thing you can do. It will not only ensure that your teeth and gums are healthy, and therefore looking their best, but will also lay the foundations for improved outcomes from any cosmetic dental work you choose to have done - there is no point having dental treatments to straighten or whiten your teeth if you have plaque, tooth decay or bleeding gums.

“You wouldn’t buy a BMW and never take it for an MOT and hope it just runs ok”, says Mhari. “If you are spending money on improving your teeth you have to make sure you look after them afterwards.”

The best method of whitening is home bleaching under the guidance of a dentistvellias

Home is where the start is

Never try and buy a teeth whitening kit over the internet

ȹThe at home beauty market is booming with more and more people using devices and treatments to improve their appear-ance in the comfort of their own home, and cosmetic dentistry is no exception.

The economic climate has undoubtedly had an impact on the increased demand for at home procedures, which offer a cheap alternative to in-clinic treatments. In dentistry the ‘fear factor’ may also play a part. Figures from the NHS Information Centre show that 19 per cent of women and 10 per cent of men suffer from extreme dental anxiety and as many as 54 per cent of women and 39 per cent of men are nerv-ous about going to the dentist.

However, according to the British Academy of Cosmetic Dentists, a third of the population is concerned about the appearance of their teeth and having a

whiter, brighter smile ranks high on the list. But with the cost of many cosmetic dental procedures being perceived to be out of reach for many people, they are turning to cheaper alternatives – but at what real cost?

THE wHITE STuFF Along with lines and wrinkles our teeth can be a huge indicator of our age and can dramatically affect the way we feel about ourselves and how others perceive us. Psychological research has shown that we form a snap judgment on people within a few seconds of meeting them and more specific dental research has shown just how important the state of our teeth is in making that first impression.

A report by Mintel in 2009 showed that when it comes to oral health, stained or yellowing teeth ranked top of consumers health concerns, with four in 10 Brits being concerned about the colour of their teeth while only a quarter were worried about real health issues such as cavities, caries and receding gums. It is no surprise then that teeth whitening has become one of the most popular cosmetic dental procedures as it offers a quick and simple way to improve the aesthetics of your smile. Yet there is a vast difference between the ‘take home’ and in clinic procedures carried out under the guidance of a dentist and the products you

Words_ Vicky Eldridge

At home teeth whitening has never been more popular

Vicky Eldridge reports on the trend for at home teeth whitening and asks whether consumers are putting themselves at risk in the quest for pearly whites

The economic climate has undoubtedly had an impact on the increased demand for at home procedures

key Facts

55%

More than half of adults believe a person’s smile is the best physical indicator of someone’s friendliness

The majority of adults agree that a bright or white smile makes a good first impression

89%

More than half of adults say if they could enhance one thing about their smile, it would be the whiteness of their teeth, more than the straightness of their teeth or other cosmetic issues

53%

More than three quarters of adults agree that a white smile is best achieved by seeing a dental professional; however, only 20% of adults have had their teeth whitened by in-office treatments

77%

Source: Philips

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Cosmetic Dentistry

With cosmetic dentistry an increasingly popular option for patients wanting to improve their appearance, Nicola Kramer looks behind the treatment methods and discovers that good oral health is always the first step to aesthetic success

A healthy attitude

ȹLiving in an age where beauty is so revered, many people are turning to cos-metic dentistry in search of the ‘perfect’ smile, but there is more to a winning out-come than white, straight teeth.

The truth is that good oral health is the foundation of any successful dental treat-ment, and an effective home care regime between regular appointments with the dentist and dental hygienist is essential to supporting cosmetic dentistry. However, us Brits are notoriously bad at neglecting our teeth and a recent survey of the nation’s brushing habits by the British Dental Health Foundation (BDHF) showed that nearly half of the population has admitted to recurrently neglecting their tooth brushing.

Professor Damien Walmsley, scientific adviser of the British Dental Association, says, ‘It is not just a case of going along and having the treatment; the package should be continuing care and continuing to look after yourself.’

There are two diseases that dentists and hygienists worry about on a day-to-day basis – tooth decay and gum disease.

Tooth decay is caused by oral bacteria turning sugar into acid, which attacks the teeth. Gum disease is the result of dental

plaque, a home for millions of bacteria, being left in the mouth. Patients with gum disease often have no symptoms, however gums bleeding during cleaning or mobile teeth are signs that there may be a significant problem.

Dr Matthew Perkins, a specialist periodontist and implant dentist, says, "Periodontitis (gum disease) is com-mon and now being linked to a range of other illnesses such as heart disease and diabetes. Thorough home care will help to prevent gum problems, but it is important to see your dentist or hygien-ist regularly."

Cosmetic dentistry can look fabulous and give patients a real boost, but it is important that the teeth and gums are looked after properly. Regular care will ensure that patients’ new smiles will stay looking beautiful for longer and decrease the chances of problems in the future.

Dental experts advise some very simple steps to maintain your oral health includ-ing brushing for at least two minutes a day with an electric toothbrush, interdental cleaning (flossing), using a mouthwash and avoiding acidic and sugary foods which damage the teeth. And if you

need even more convincing, studies have shown that looking after you oral health can improve your general health too. Dr Nigel Carter, chief executive of the British Dental Health Foundation, commented, “People need to be aware that failing to take care of your mouth will not only cause oral health problems like decayed teeth, gum disease and bad breath, it will affect your whole body.Brushing twice-a-day with fluoride tooth-paste, cutting down on sugary foods and drinks and visiting the dentist regularly will reduce your chances of developing general health conditions as well as improving your smile.” Advice we can ill afford to ignore.

Words_ Nicola Kramer

Failing to take care of your mouth will not only cause oral health problems, it will affect your whole body

Good oral health is the foundation

of any successful dental treatment


Cosmetic Dentistry

ȹIn the autumn of 2011, the European Council adopted a directive clarifying the law on tooth whitening treatment within the European Union. As a member state, the UK is required to incorporate this EU directive into its legislation by October 2012.

The directive’s inclusion in UK law will strengthen and clarify the position that dental professionals alone are legally allowed to whiten patients’ teeth using a hydrogen peroxide solution of between 0.1 per cent and six per cent in concentration.

For consumers looking to whiten their teeth, the number one message is that the UK’s dental regulator, the General Dental Council (GDC), regards this treatment as the prac-tice of dentistry and only those registered with the GDC and who have been appropriately trained may lawfully offer it as a treatment.

The GDC says tooth whitening should not, for example, be carried out by non-registrants in the beauty and hairdressing industries. Indeed, the Dentists Act 1984 makes it a criminal offence for anyone other than a registered dental professional to carry out dentistry, and therefore tooth whitening, and the GDC is committed to protecting the public by bringing cases of illegal practice to court.

While the law serves to protect consumers seeking tooth whitening treatment, achieving a great smile is a joint responsibility. Eddie Coyle, Head of Clinical Services of Oasis Dental Care and a practising dentist at Oasis Dereham, has this message for patients: “Make sure you have confidence in your dental professional, you have information about the procedure and be aware that you, as a patient, have a key role to play in the success of any treatment”.

On the white side of the law

Under control : safety and regulation

With the recent adoption of an EU directive by the European Council on the issue of tooth whitening, Nicola Kramer examines how this affects dentistry in the UK


Dental professionals are required to observe high standards to ensure dental treatment is safe

ȹWhen contemplating any form of cos-metic dentistry, one of the first questions a patient needs to ask is: ‘How safe is it?’

The great news for consumers in the UK is that the entire dental market, includ-ing cosmetic dentistry, is well regulated by the General Dental Council (GDC). To this end, since 2008, every member of the clinical dental team has had to register with the GDC to be able to work in the UK.

Each dental professional must operate within their scope of practice, which is specified by the GDC, and adhere to its Standards for Dental Professionals guid-ance. Any team member working outside of that scope of practice will face sanc-tions and, if a patient lodges a complaint about the conduct of a dental professional, their actions will be measured against these standards.

Evlynne Gilvarry, chief executive and registrar of the GDC, said, “Everything we do is with patient protection in mind. Dental professionals are required to observe high standards to ensure dental treatment is safe. I would advise any patient or member of the public to log on to our website at www.gdc-uk.org to check that their dental professional is registered and to read the leaflets we pro-vide. They can also contact our customer advice team with any questions they might have.”

While dentists are currently the first port of call for consumers, the Office of Fair Trading is considering whether patients should have direct access to dental hygienists and therapists. This would essentially allow patients to receive hygiene treatment without having to see a dentist first. If direct access is allowed in the future, such practice will be held to the same high standards the GDC already expects of it registrants.

Beyond ‘traditional’ aesthetic dentistry, cosmetic injectable treatments such as Botox® and dermal fillers are also a growing offering in some dental practices. The website www.TreatmentsYouCan-Trust.org.uk helps consumers to make an informed decision, allowing them to search for dentists registered with the scheme who meet the strict standards and training principles set by the Independent Healthcare Advisory Services in addition to guidelines from the GDC. Registered dentist and clinical director of Destina-tion Skin, Dr Toni Phillips, commented, “Aesthetic treatments are a significant area of growth in the treatments dentists are providing, making the need for ensur-ing patient safety increasingly important. www.TreatmentsYouCanTrust.org.uk ensures that dentists are able to demon-strate their commitment to maintaining high standards to inspire their patients

with confidence. All dentists registered with the scheme meet the strict standards and training principles set by the Inde-pendent Healthcare Advisory Services in addition to guidelines from the General Dental Council.”

Through various forms of regulation, cosmetic dentistry consumers in the UK can feel confident that their interests are being put first.


The entire uk dental market, including cosmetic dentistry,

is well regulated by the GDC

.

Tooth whitening should not be carried out by non-registrants in the beauty and hairdressing industries

Safe treatment should be at the top of every consumer’s cosmetic dentistry wish list. With this in mind, Nicola Kramer investigates how, and to what extent, a dental patient’s well-being is safeguarded in the UK

Safe treatment should be at the top of every consumer’s cosmetic dentistry wish list. With this in mind, Nicola Kramer investigates how, and to what extent, a dental patients' well-being is safeguarded in the UK

BlEND IMAGES / AlAMY


Commercial Feature

ȹ What do you notice first about others? Chances are it is their smile. The teeth and mouth give us insights about other peoples’ per-sonalities. An open and wide smile means you are probably flexible, sociable and confident, but if you have crooked teeth or an unattrac-tive forward or back-bite you might not be allowing yourself to shine.

However there are many excit-ing technological advances in den-tistry that are helping to change that. “The biggest growth industry in dentistry is adult orthodontics”, says Dr Graham Tinkler who has two dental practices one in Hol-born and also Berkshire. “And this is mainly due to the development of clear aligners.”

Once the domain of an awkward teenager, aligners have evolved offering effectiveness with trans-parency. “Now dentists can tilt or rotate the teeth in any direction dis-creetly with Invisalign, aligners that are practically invisible”, explains Dr Tinkler. “They do pretty much eve-rything that a fixed brace can do" .

Little wonder cosmetic dentistry in the UK is growing and is now worth £792 million (Mintel 2010); and with rugby player Mike Tindall as

one of Dr Tinkler’s happy Invisalign patients, men are getting in on the act to, with 30 per cent of the 1.6 mil-lion worldwide users of the system being male.

But what about the more old fash-ioned treatments? “Metal braces can be difficult to clean around so can be problematic for oral hygiene,” says Dr Tinkler. “They stay in your mouth for 18 months so it is difficult to floss and clean correctly which potentially makes decay and gum disease more likely, a combination that can often lead to bad breath.”

And nowhere would it be less desirable to have hal i tos is or make a bad impression than at work. With good reason; research, published in the American Jour-nal of Orthadontics and Dentofa-cial Orthopedics 2011, has shown that people with straight teeth are rated more popular, intelligent and with better leadership qualities, than those with a crooked smile; all aspects that are imperative for self-promotion in the workplace, especially in the current economic climate. Whether it be a job inter-view or a meeting: “Projecting a good image is key,” according to

Dr Julian Gabarre who specialises in psychology in the workplace. “In difficult situations, a smile can be our best ally.”

“My philosophy is to use the patient’s own teeth and make them the best they can be,” Dr Tickler adds, “And straight teeth really is the icing on the cake for many people.”

The first step towards straight teeth and the possibility of improved oral health is an initial consultation where patients discuss their concerns with their doctor, whether that be misalign-ment or crooked teeth.

Impressions are taken and then scanned to develop a computer engineered treatment programme for the mouth. “The scans come back as 3D images and this is when I like to get the patient involved as they show very powerfully the before and after effects and also the pro-cess,” explains Dr Tinkler.

The doctor then submits a pre-scription for treatment; the num-ber of aligners needed depends on many factors, including the severity of the misalignment of the patient’s teeth because align-ers need to be changed every fortnight. “You will need a new

aligner every two weeks as each one is a different shape from the other,” explains Dr Tinkler. “It's like a very thin gum shield and although it feels tight the first day, that feeling soon disappears.”

Invisalign works with the tooth as it exists, very gradu-ally guiding the direction of the tooth using pressure. If aligners don’t work it’s often because the patient is too relaxed about wearing his or her Invisalign aligners; to be effective aligners need to be worn for at least 22 hours a day. “If patients don’t wear the aligner for the required time, it takes longer to get the desired result,” says Dr Tinkler.

What is there to wait for – as the results won’t only be a better smile often in less than a year - but increased confidence that will continue for decades ahead.

Secret smileHow Invisalign clear aligners are subtly transforming teeth across the nation

Join the thousands of people discreetly changing their teeth and their attitude with Invisalign

Get in line

Now dentists can tilt or rotate the teeth in any direction discreetly with invisalign, aligners thatare practically invisible

Teeth straightening is one of the most sought after aesthetic dental treatments

The Invisalign clear aligner is a revolution in cosmetic dentistry, allowing the teeth to be straightened more discretely than traditional braces


Cosmetic Dentistry

All abroadTop five destinations for dental tourism in Europe

ȹDental tourism has become big business with an estimated 40,000 Brits travelling abroad for treatment every year. But what is driving this trend and are consumers putting themselves at risk by having den-tal work done in another country simply to save on costs?

Medical tourism is a rapidly growing niche sector of the travel industry and dental tourism accounts for a significant piece of the pie. The concept is nothing new, US citizens have travelled across

the border to Mexico for cheaper dental work for years. However the ease and availability of cheap pan-European flights as well as improvement in standards of care across the EU as a result of the 2011 Council of the European Union directive on cross-border healthcare, has opened up the world of dental tourism to more Brits than ever before.

DRIVING FORCE By far the biggest factor leading Britons to head overseas for dental work is the cost. Along with the US and Canada, the UK is one of the most expensive countries in the world for dentistry, especially when it comes to cosmetic work.

Ever since the notorious ‘dental con-tracts’ came into force in 2006, which forced many dentists out of the NHS and into the private sector, the price of dental treatment in the UK has soared. With millions of Britons being unable to find an NHS dentist and with the economic crisis continuing to grip the nation, the dream of having the perfect smile is one that most people can ill afford. Yet a short flight across to Europe can save you as much as 70 per cent on the cost of treatment.

Add in to that the fact you can enjoy a few days break in one of the EU’s most histori-cal and beautiful cities then it is easy to see why the lure of dental tourism is so strong.

THE DARkER SIDE OF DENTISTRY ABROAD

While the benefits of dentistry abroad are plentiful, the uncertainty surrounding the safety and standards of care you may receive in another country makes many people rightly cautious about crossing the border in order to seek dental care in for-

eign climes. In 2008 Which? did a report on the risks associated with cheap dental ‘holidays’, which was welcomed by The British Academy of Cosmetic Dentistry. An internal straw poll of board members carried out at the time showed that five out of six had seen at least two problem cases arriving from treatment abroad in the previous year and some had treated twice that amount.

But do cheaper prices always mean lower standards? When it comes to dentistry the answer actually appears to be no. One question rightly asked by many people considering travelling abroad for dental treatment is whether or not the training and standards in other EU countries will be as vigorous as those set by the GDC in the UK. However dental standards across

Europe are actually very good with all the 26 member countries (excluding the UK) following standardised rules to ensure that dental professionals in each country train and practice to the same level.

Of course while there are many highly skilled practitioners offering value for money dentistry outside of the UK it is important to make sure that you weigh up the risks as well as the benefits and research your dental practitioner and clinic thoroughly. Make sure they speak perfect English, you don’t want to leave room for any miscommunication; be aware that if any problems occur after you return home it will mean you will have to pay to go back or fork out to get the problem fixed at home which could be very costly. Many cosmetic dental procedures also require repeat visits or have extended recovery time and cannot be done all at once or over a few days so you may have to travel back and forth which will raise the initial costs significantly.

In association with the British Dental Health Foundation (BDHF), the UK dental regulator, the General Dental Council (GDC), has prepared a checklist of questions to ask before travelling abroad for treatment which can be found on its website, www.gdc-uk.org, and is a helpful tool for anyone considering embarking on a dental holiday.

The Czech Republic is well known for its affordable and high quality medical treatment and its historic capital Prague is at the heart of the dental tourism trade. Low-cost-flights to Prague can be less than the price of a filling in the UK making it an attractive hot spot for dental tourists.

Hungary is widely regarded as Europe’s premier destination for dental tourism, attracting 40 per cent of dental tourists, because of its world-renowned practition-ers, state of the art facilities and affordable prices. The Germans and Austrians have reportedly been travelling into Hungary for years for dentistry and now the rest of the world seems to be catching on.

Since it joined the EU in 2004 Poland has become a popular destination for dental tourism. Most of Poland’s dental clinics are based in Krakow, which is listed by UNESCO as one of the world’s 12 most significant historic sites and is just two hours flight from the UK.

Romania is a highly popular dental tour-ism destination because the standard of dental treatment in the country is consid-ered to very high and ‘quality driven’. The country’s education system and mandatory ongoing training of its dentists is incred-ibly stringent and the low cost of living and wages in Romania means dental treatment is extremely cheap.

The English have long had a love affair with Spain and the emergence of quality dental clinics across the country has now seen it become one of the favoured choices for Brits travelling abroad for dental work. Its large expat population makes it very ‘English friendly’ and its popularity as a holiday spot means that low cost flights are easy to find.

A short flight across to Europe can save you as much as 70% on the cost of treatment

An estimated 40,000 Brits travel abroad

for dental treatment every year

It is important that you weigh up the risks as well as the benefits

Words_ Vicky Eldridge

Vicky Eldridge examines the trend for dental tourism and investigates the pros and cons of smile makeover holidays

Vicky Eldridge examines the trend for dental tourism and investigates the pros and cons of smile makeover holidays

PRAGuE,CZECH REPuBlIC

kRAkOw, POlAND

BuCHAREST, ROMANIA

SPAIN

BuDAPEST, HuNGARY

Documents

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