CDE0211

18 I cosmeticdentistry 2_2011 _Teeth whitening seems to be on everyone’s wishlist—andthistrendislikelytocontinuethrough 2011, according to a quick poll of member dentists of the American Academy of Cosmetic Dentistry (AACD). AACD members performed an average of 77 whitening treatments last year, and 57 % said that they expect this number to increase. “We are doing more whitening than ever before in our practice,” says Shannon Pace Brinker, certified dental assis- tant and clinical editor of Contemporary Product Solutions. Pace Brinker performed more than 400 whitening treatments in the past year, and attrib- utes increased treatment acceptance to the ability to offer a high-quality whitening system with vari- ousoptionstotreatherpatientsbasedonbleaching strength, time, finances and patient compliance atherpracticeatGreenbrierDentalCenterinChesa- peake, Virginia. Pace Brinker says that her practice has reduced itsfeesforwhitening,whichhasnotonlybroughtin more patients seeking whitening—but also opened theireyestoothercosmeticdentaltreatments.“Our existingpatientsaresaying‘yes’tootherprocedures after the whitening, such as bonding, replacing amalgam fillings and porcelain restorations to match the whitening they have achieved,” she said. While the number of patients seeking whitening treatmentswilllikelyincreasethisyear,PaceBrinker expects that the fees for whitening will decrease owing to specials offered by dental practices through deal-a-day sites like Groupon and Living- Social. The average price for a whitening treat- ment is about US$150 for take-home whitening and US$350 for in-office treatment, Pace Brinker says. Since her practice adjusted its fees for treatment, she sees up to 12 to 14 patients per day on Mondays and Tuesdays just for whitening. Wanted:Whiter, brighter teeth I news _ AACD