Dr. Harvey Silverman, Founder of the Silverman Institute of Cosmetic Dentistry

	November 5, 2010 | dentalproductsreport.com

	Esthetic dentistry is one of the most desired services the dental profession has to offer patients. But only a fraction of potential cosmetic cases are being done. But you can increase patient awareness and acceptance of cosmetic dentistry cases. Here’s how:

	1. Decide if you are comfortable promoting cosmetic dentistry. If you aren’t, don’t worry, you don’t have to “sell” anything.  Instead look around your office as if you were a new patient coming in for the first time. What message is your reception area conveying? Do you have effective cosmetic dentistry marketing tools in place?
	
	2. Marketing materials alone won’t create patient demand. Historically dentists rely too heavily on that. The key is with your team members-have them create a buzz by informing, power educating and motivating patients about recent advances in technology that can instantly transform their smile.
	
	3. Decide if you are satisfied with how “natural” your veneers look. If they don’t look beautiful your team cannot sincerely promote it. Years ago I developed the 60 Second Chairside Smile Preview System-to accurately determine if a patient would be a good candidate for veneers. Yes, you can use computer imaging but it is not as effective. Develop your own mock-up technique and you will immediately see an increase in patient interest and demand for cosmetic dentistry.
	
	4. Determine if you are in the “correct” neighborhood to attract cosmetic cases. If you think not, don’t worry, whatever neighborhood you are in people universally want better smiles. Don’t fall victim to the “it won’t work in my neighborhood” negative thinking. Build a positive mindset and make it happen. Cosmetic dentistry is desired in all neighborhoods.
	
	5. Dentists typically don’t like to advertise for cosmetic cases. The good news is if you don’t want to you don’t have to. There is ample opportunity right in your office-with your own patient population. If you look for it I can guarantee you will find it.  Here’s how. Start by having every new and recall patient fill out a personalized smile analysis-however, there is an art and science to a good smile analysis form that is often overlooked (e-mail me at incrediblesmiles@aol.com or call 216-256-4599 and I will send you a copy of the one I use). This form will help your team understand what patients “want”-subtle or obvious-not just what they “need.” Remember-cosmetic dentistry is want driven.

	6. Are you getting sincere “buy-in” from your team members about cosmetic dentistry?  This is not always easy to do. But with proper mentorship it can and will happen. Here’s how to do it. Have each team member fill out my Smile Analysis Form. by filling out that form, most offices find that each team member has at least one cosmetic dental problem. It may be a subtle problem, but that is okay because it is representative of what exists with many of your patients of record. Next, do the appropriate cosmetic dentistry service (complimentary of course) to solve your team members problem. Genuine “buy-in” will no longer be an issue because your team member has personally experienced your cosmetic services. This builds sincerity and is essential to creating a thriving cosmetic dentistry practice.
	
	7. Are you still doing porcelain veneers?  It’s a great service and has its place-but the lab bill can make this too expensive for many patients to afford in today’s economy. Instead, combine 1-2 chairside composite veneers with in-office whitening and you will have more patients saying YES to cosmetic dentistry. Over the past several years I developed a 30 minute in-office veneer that eliminates all of the problems I faced with conventional composite veneers. We all love home runs with porcelain veneers but base hits with advanced composite veneers and in-office whitening adds up to winning games. Also, remember to use patient financing programs as well. There are good ones out there.
	
	8. Is cosmetic dentistry fun and exciting for you and your team? There are several “technical simplification” procedures I have been using for years that makes doing chairside veneers easy, prevents career burn-out and eliminates the angst associated with technique sensitive cosmetic procedures. Because of these simplified techniques, I’m excited about going to the office every day-and you should be, too. If you don’t have simplified technique systems in place contact me and I will be glad to give you some suggestions. It makes a world of a difference.
	
	9. Are you focusing on learning but find that you are not doing as much cosmetic cases as you want? Certainly take CE courses but eventually you have to go to bat and hit some balls. Have a team member who is your spark plug  (or hire a team coach who is experienced in cosmetic dentistry) help you fine tune your skills. Don’t wait-procrastination doesn’t work.
	
	10. Are you one of the country’s cosmetic dentistry super stars? Don’t worry, most of us aren’t. However you already know what it takes. Just make a number of changes-start by using the above suggestions and fine tune how you inform, power educate and motivate. You will see immediate results, which will be very gratifying.
	
	Okay, now that you have the Rx for breaking down the barriers-Go For It! Have a team meeting this week and then write down a list of action steps and put them to work. In just a short period of time you will have a thriving cosmetic practice. Today cosmetic dentistry provides your patients with affordable, non-invasive, life changing procedures-are you making your patients aware of its benefits? Are your team members sincere and enthusiastic when talking with patients about your experience and expertise in this field? If not, why wait for tomorrow when you can start making positive changes today! 

Dr. Harvey Silverman has been inventing simplified cosmetic dentistry systems and coaching dentists/team members on how to expand their cosmetic dentistry practice since 1984. Dr. Silverman was involved in developing the original porcelain veneer system in 1983, pioneering Extreme MakeOvers in 1987, opening the country’s first dental spa in 1988, patenting one of the first OTC tooth whiteners in 1989 and developing numerous tooth whiteners and same day veneer technologies since 1990. If you want to do more cosmetic dentistry or want more information about the Silverman Institute Of Cosmetic Dentistry’s 14 Day Cosmetic Transformation Program or on the Institute’s Program on How To Double Your Cosmetic Dentistry Practice, please contact Dr. Silverman at 216-256-4599 or e-mail incrediblesmiles@aol.com.   

Articles

 November 5, 2010 | dentalproductsreport.com  Esthetic dentistry is one of the most desired services the dental profession has to offer patients. But only a fraction of potential cosmetic cases are being done. But you can increase patient awareness and acceptance of cosmetic dentistry cases. Here’s how:

Ready to do more cosmetics in your practice?

	Cosmetic dentistry is one of the few services the dental profession has to offer that is “want” based. You may have heard the expression, “people buy what they want and rationalize it as what they need.” But dentists and team members do not like to sell. The good news is you don’t have to. Use the following Zero Pressure Techniques developed over a 25 year period by The Silverman Institute of Cosmetic Dentistry and you’ll see an immediate increase in patient receptivity for your cosmetic services.

 Find out what patients want. This isn’t difficult. Have every new patient of record, as well as recall patients, fill out a well-developed smile analysis form that elicits what changes patients want.

 Don’t just educate, POWER educate. What does this mean? Beyond showing before and after photos, displaying posters, distributing brochures or showing in-office DVDs on cosmetic dentistry, go the extra yard. Describe the benefits of each service to your patients. Share testimonials and talk about what cosmetic dentistry did for each patient’s self-confidence and self-image. Let the patient know you take pride in the doctor’s artistic skill, how natural the teeth look and how comfortable it is to have the procedure done. Power educating creates meaning and significance to the information you are sharing.

 Get your team excited. On a scale of one to 10, how would you rate your team’s sincerity when discussing cosmetic dentistry? If any of your team members lack sincerity, don’t expect your patients to become enthusiastic. How do you help your team members become more sincere?  Have a team meeting and have each team member fill out a written smile analysis form. Find out what changes they might want to make in their own smile. Next, do the appropriate cosmetic service complimentary for each team member. Take before and after pictures. Watch as team members share enthusiasm with your patients as they personally experience the service themselves.

 Don’t advertise for cosmetic dentistry if you don’t want to. Trust me, you have more than enough latent demand in your own practice. Start by informing, educating and motivating each patient about the new, exciting technologies available today that can enhance their smile.

 Offer alternatives to porcelain veneers. Not everyone needs or can afford porcelain veneers. Sure they are a great service for our patients, but composites have evolved. Don’t price yourself out of the market because you are only providing a single focused approach to cosmetic dentistry with porcelain veneers.

 Combine tooth whitening with veneers for affordable options. Some patients look fantastic with two or four anterior veneers supplemented with in-office whitening.

 Consider “phase treatment.” Don’t overwhelm patients with a large treatment plan. Find out what their chief complaint is and take care of that ASAP. That might only require one or two composite or porcelain veneers today. Let your patients know you can correct other subtle or obvious problems down the road. A half a loaf is better for your patient than no loaf at all.

 What’s your plan? The best intentions often don’t get implemented. Translate knowledge you have learned from CE courses (and this article) into “action” steps. Take this plan and eat, drink and sleep it for 30 days. In just one month it will become an old habit that you naturally integrate into your daily routine.

	Still need to be convinced why you need to have a plan? Do the math and calculate how many patients are presently proceeding with elective cosmetic services on a daily basis. If you have a well designed plan you should do at least $350,000 in additional revenue per year.

	Don’t sit on the fence watching the parade go by. Get a plan, get it going and have fun helping your patients have the dazzling smile they always wanted.

Want to know what your cosmetic dentistry practice potential is?

	Contact Dr. Harvey Silverman at the Silverman Institute of Cosmetic Dentistry at 216-256-4599 or 

 Cosmetic dentistry is one of the few services the dental profession has to offer that is “want” based. You may have heard the expression, “people buy what they want and rationalize it as what they need.” But dentists and team members do not like to sell. The good news is you don’t have to.

Eight simple techniques to creating a thriving cosmetic practice

For many years I have been asking my patients to complete the following statement:  The best cosmetic dentistry is ____?  You can imagine some of the responses I have heard.  Some have been quite amusing. 

As a professional, take a stab at answering that question yourself.  Stop reading for a second and simply say out loud your answer to the question. 
	
	So doc, how did you answer that question?  Did you come up with a clinical response such as porcelain veneers?  Or did you go in the diagnostic direction, something based upon your patients’ needs?
	
	If it was based upon what your patients’ needs, please read the last three articles I wrote on cosmetic dentistry for DPR.  Interestingly enough, cosmetic dentistry is NOT based upon patient needs (unless it is a functional, reconstructive case).  Cosmetic dentistry (in the elective sense) is based upon what your patient wants.  That’s quite refreshing and it is the only service that dentists provide that is want based, not need based.
	
	If your response was citing your favorite porcelain veneer system, think again.  Sure, well-designed porcelain veneers can create beautiful restorations.  But it isn’t necessarily the best cosmetic dentistry for all patients. 

Cosmetic dentistry done by Dr. Harvey Silverman, DMD

Here’s how I answer that question.  “I personally believe that the best cosmetic dentistry is the LEAST cosmetic dentistry that allows my patients to have a bright, self-confident smile.” 
	
	Then I look at my patient and ask, “Are you surprised to hear that?”  Nearly every patient is because they thought I would suggest doing many veneers.  Some patients may have heard of extreme dental makeovers or consulted with another dentist and thought they needed six to eight or even10 veneers.  Indeed, in some cases, that might be the best solution for solving their problem.  But more often than not, it isn’t necessarily the best way to go.  Not in today’s economy.
	
	When I consult with my patients I suggest the simplest, most affordable, natural looking approach.  I like to treat patients as if I am having the work done on myself.  That’s the same approach I use when I consult in dental offices.  Regardless of whether I am consulting with a patient or a dentist, I work hard to make it easy for that individual to understand the benefit while eliminating concerns.  I recommend you do the same when your team consults with patients about cosmetic dentistry.
	
	The following clinical case demonstrates how you can benefit from this approach, where the best cosmetic dentistry also is the least cosmetic dentistry.

This patient came in to my office describing how she had been teased as a child because of the appearance of her teeth.  While she is now an adult, she still felt the emotional scars from being called “caramel teeth” from her childhood. 

The first thing I did was a Smile Preview (The Silverman Institute of Cosmetic Dentistry developed a 60-second technique that demonstrates the exact transformation your patient can expect while allowing the doctor to determine if the patient is a candidate for cosmetic dentistry).  After seeing the dramatic change, the patient had tears roll down the side of her face.  Here, in only 60 seconds, she was able to actually experience how veneers could transform her smile so she could have the smile she always dreamed about.  And best of all I used the LEAST cosmetic dentistry to make the biggest impact on her smile.
	
	In this patient’s case I simply placed four LifeLike Veneers™ in combination with in-office whitening and voila, like David Copperfield, we magically transformed her smile-and her self-esteem-in one stress-free visit. 
	
	When you want to provide your patients with the best cosmetic dentistry, remember to first think of the least cosmetic dentistry necessary to create a bright, self-confident smile.  Whenever possible, think of combining in-office whitening with veneers.  The results can be dramatic. 
	
	Transforming your general dental office into a cosmetic restorative practice is actually a seamless process if your patient qualifies for the Silverman Institute’s STAR program (which uses the philosophy that the Best Cosmetic Dentistry is The Least Cosmetic Dentistry).  It also allows your patients to become excited about having these services done ASAP.  Once you initiate this program you will be charged up about going to the office everyday!
	
	If you are tired of hearing patients say, “Hmmm.  That’s $12,000 to do porcelain veneers.  Let me think about that,” then consider an approach that helps make cosmetic dentistry affordable.  Personally speaking I would rather spend $1,800 for 2-3 premium in-office veneers combined with whitening. When you eliminate cost as an objection your patient acceptance of cosmetic treatment proposals will soar.  If you agree, then offer the LEAST cosmetic dentistry that provides your patients with the BEST solution they can afford. 
	
	Remember, the Silverman Institute’s approach is to never sell cosmetic dentistry to patients in your practice.  However you do want them to know there are simple solutions available that solve their cosmetic dental needs.
	
	Do you want to provide your patients with the best cosmetic dentistry?  If you do here’s one more suggestion.  Surround yourself with a team that sincerely believes in your cosmetic dentistry abilities.  Fortunately that is relatively easy to do. 
	
	Simply have each team member fill out a smile analysis form this week.  Download the one on my website (www.DrHarveySilverman.com) and pass it out to your team.  Next, perform the least amount of cosmetic dentistry that enhances their smile.  Eight out of 10 team members typically have at least one tooth they would like to change the size, shape or color.  That parallels how your patients feel.  Once your team has experienced your cosmetic skills they will be excited to inform, power educate and motivate patients about your cosmetic dentistry services.  Your teams’ sincerity through their personal experience is their strongest motivational tool.
	
	Please feel free to contact me (incrediblesmiles@aol.com) if I can help you jump-start your cosmetic practice or distinguish/differentiate/transform your office into a premier cosmetic practice in your community.  As always, feel free to send me any questions you have.  I will do my best to get back to you ASAP and might even answer your question in an upcoming issue in DPR. 
	
	The Silverman Institute’s Cosmetic Dentistry Transformation Program will bring more joy to you, your patients and your team.  Remember you do NOT have to spend a minor fortune to transform your practice.  Immerse yourself wholeheartedly in whatever program you chose to work with-but invest wisely.  When it comes to coaching or consulting, the least investment (financially) often can be your best investment.  Sounds like a familiar theme to me.
	
	Cheers! I wish you all the best.  Now get out there, do the best cosmetic dentistry and change some patients’ lives.

The best cosmetic dentistry: A new paradigm shift

	If you are looking to be the "the best cosmetic dentist" and learn how to avoid problems other cosmetic dentists encountered on their journey, you will enjoy reading this edition.

	How can you achieve the goal of being the best cosmetic dentist? Start by staying current with state of the art procedures that enhance your patients’ smile with 

 looking veneers - and whenever possible preserve as much of the patient’s healthy enamel as you can. That was our goal as far back as 1983 when I was teaching CE courses on how to reshape smiles using bonding and was asked to refine and pioneer one of the original porcelain veneer systems.  

	Becoming the best cosmetic dentist also requires re-learning how to diagnose cosmetic dental needs. The prevailing thinking of some dentists has been “patient’s with interest in cosmetic dentistry already had it done”. That comment is very revealing. If you can relate to that statement it explains why other dentists are expanding their cosmetic practice and you are not.

	To exemplify that point consider the following comment shared by the dentist in last months article after I consulted in her office:  “(previously) patients had not voiced their displeasure about their smile and I had not asked, assuming they were content”.  Think about the insight shared in that statement for a minute.  The lesson learned: Be pro-active and never assume you know what your patient’s want.  

	Here’s what I did to change her attitude and solve her problem. You can accomplish many of the suggestions listed below and put together your own set of “action steps” if you prefer the DIY approach.

	· First I taught her the 80% Rule – creating team involvement - reorganizing the message conveyed in her office to be more cosmetically focused – and shared the art and science of informing, educating and motivating patients about advances in cosmetic dentistry 

.  She is a very bright and talented dentist and “got” what I was doing immediately.

	· Next I demonstrated how her staff members still had veneers to be done. This generated excitement since that was not the prevailing thought.

 Program – which includes our Patient Advocacy System, Smile Enhancement Information Program, Power Education Series, Hidden Objection Detection System, Simplified 60 Second Smile Preview, Role-Playing System, Patient Qualification and Rating System and more.  See the articles listed below for suggestions on how to do the same.

	· I then integrated the patient awareness (i.e., marketing) piece with our seamless cosmetic management program – combining consulting / coaching elements. The result:  A fully engaged, energized team excited to inform, educate and motivate patients.  When you do this it is essential that you develop a sense of mission – where your team members 

believe in the goal of your cosmetic program. 

	· All of the above is typically completed by noon. That is a LOT of work to do in the morning session – and why it is called “Boot Camp”.  It is intense.

	· After a brief lunch I shared our breakthrough technology on how to provide in-office veneers that transform problem teeth into a natural looking smile with ease.  Let’s face it, if it is 

 – when you place in-office veneers do you really want to use layering, tints, opaquers, perform tooth reduction and still end up with a lot of finishing and polishing to do?  I prefer to place two to four in-office veneers in just one hour with no emergence profile issues with pre-determined results and a high polish that look natural and life-like.  That’s what LifeLike Veneers can do.

	· See One – Do One – Teach One.  After showing how to do this technique I had the doctor do a Smile Preview procedure on her own team member – who was thrilled with the results and wanted the veneers done ASAP!  It is essential that you teach your team how a 60 Second Smile Preview is done.

	· Finally I coached her as she went through the same series of exercises with several of her patients of record who had been pre-scheduled for the Boot Camp program.  If my system worked as predicted I knew she would see an instant demand for her cosmetic dental services.  In contrast to many conventional practice management systems that often take weeks or longer to obtain measurable results, “Cosmetic Dentistry Boot Camp” results are immediate and dramatic.  The pressure was on me but quite frankly I knew from pre-screening the doctor that she had what it would take.  You, too, may have what it takes if you dedicate yourself and implement these action steps.  Trust me, anyone can be taught to do this if they have an eager desire and want to excel at being the best cosmetic dentist that you can be in a general dental practice setting.  And it is incredibly rewarding to do.

 she went from doing “no elective cosmetic veneers” in six months to treatment planning 52 non-invasive, affordable, natural looking LifeLike Veneers™.  Like many of you reading this article she thought that cosmetic interest from her patients had been tapped out.  Patients were not asking for veneers and quite frankly she did not have the keys to unlock the cosmetic potential in her practice on her own.  Boot Camp gave her those keys and to her delight she found out that she could actually take her cosmetic practice to the next level - using programs that 

required any “selling”.  She was understandably very pleased - wouldn’t you be too? Financial speaking (simply do the math) very few investments inside or outside or dentistry can create such an instant return – while being so enjoyable and personally rewarding.  

 I also described a technique that essentially creates the template for guaranteeing the final outcome of in-office LifeLike Veneers™ prior to beginning the procedure.  As today’s economic climate causes more patients to hold-off on investing in porcelain veneers – knowing how to perform this technique is a key element for expanding your cosmetic dental practice. If you have not read that article it is listed below. I believe you will find it to be very helpful.

	The take away from this article is the following: Today it is feasible for you to become the best cosmetic dentist you can be, expand your cosmetic dentistry practice and treatment plan up to 52 elective veneers too - but to do this you have to dedicate yourself and establish goals / action steps as I outlined above. You also need to have a TEAM that wants to accomplish the same objective, sincerely believe in your cosmetic skills and have an incredibly positive attitude.  What is stopping you? If I can be of any help to you in accomplishing that goal, please contact me at 

 or call me at the phone number listed below. I will send you a self-assessment form to help us determine where your cosmetic practice needs help.  As always, if you want to have more fun while simplifying and achieving excellence with LifeLike Veneers™ - or learn how to implement our “no selling” approach for marketing / management of cosmetic dentistry I will be happy to pre-screen your practice and let you know if you might be a candidate for our ONE DAY Cosmetic Dentistry Boot Camp program – it is a selective program but it can be tailored to almost any practice – as long as you are a motivated person, strive for excellence and have a supportive team that wants to help expand your cosmetic practice.  I wish you the best in providing your patients with the smile they always dreamed of having.  You will appreciate their gratitude and enjoy seeing the increased self-confidence and positive impact it will have on their life.

 If you are looking to be the "the best cosmetic dentist" and learn how to avoid problems other cosmetic dentists encountered on their journey, you will enjoy reading this edition.

Cosmetic Dentistry Practices: Become the best cosmetic dentist, Part 1

In the last edition of Best Cosmetic Dentistry Practices I discussed the 7 Steps to help your patients understand how recent advances in cosmetic dental technology can directly benefit them. With the Holidays upon us I want to add to those suggestions and share a few thoughts on how you can help your patient's have a radiant, self-confident smile when they are at family gatherings, office parties or simply celebrating the season with friends.

Your patients of record have given much to you over the years. Their loyalty, referrals, kindness and the ability to provide them with services that enhances their health while providing you with a very satisfying career. As a profession we have much to be thankful for. 

One way to express your gratitude to your patient's is to offer them a dazzling smile for the holidays.  Here's how you can do that while saying "thank-you" for their continued support.  Start by having 

patient fill out a Holiday Smile Wish List form. At the end of this article you will find a copy of the Silverman Institute's Holiday Smile Wish List Form.

I have found that the best cosmetic dentistry is often the least cosmetic dentistry that can dramatically transform patient's smiles without destroying healthy tooth structure. That is why I often combine in-office tooth whitening with only 1 - 2 non-invasive, in-office, same day LifeLike Veneers™.

Case Example: Please see the photo above. After inviting me out to her office and to train her team on how to take her cosmetic practice to the next level Dr. Ortega learned one of the simpler cosmetic practice building secrets that I share during the on-site Boot Camp Program.  If you are like many of your colleagues you may overlook this as well. Many patients of record have prominent canines. After teaching her the LIfeLike Veneer™ procedure, Dr. Ortega easily enhanced this patient’s smile. She combined tooth whitening with the same day veneer procedure and obtained a very pleasing transformation. From there Dr. Ortega took on more challenging cases and created some beautiful smile transformations with LifeLike Veneers™.

Have your patients fill out the Holiday Smile Wish Lift form. Depending on your operating expenses and where you practice you might be able to do one in-office veneer at no charge – or the whitening at no charge. In any event, have your team inform your patients that you are appreciative of their ongoing support and that your Holiday gift to them is your Holiday Smile Wish List. If your patient ever wanted to enhance the appearance of her smile this is an opportunity where you can create awareness of how subtle (as well as dramatic) changes can give them the smile they always thought of having but may have held back due to financial considerations. 

Please let me know how this works out for you. I would love to see some examples of your before and after Holiday Smile photos to include in an upcoming edition of Best Cosmetic Dentistry Practices.

Happy Holidays filled with warm, radiant smile to you, your patients and your team!

Dr. Harvey Silverman has been successfully coaching / training dentists on how to expand their cosmetic dentistry practice since 1984. In addition to teaching simplified technical skills and creating team and patient excitement for cosmetic dentistry Dr Silverman patented / developed the original OTC tooth whitening system as well as pioneered one of the original porcelain veneer systems.If you want more information about how the Silverman Institute’s Cosmetic Dentistry Boot Camp Program can take your cosmetic practice to the next level contact Dr. Silverman at 216-256-4599 or e-mail him at incrediblesmiles@aol.com. 

In the last edition of Best Cosmetic Dentistry Practices I discussed the 7 Steps to help your patients understand how recent advances in cosmetic dental technology can directly benefit them. With the Holidays upon us I want to add to those suggestions and share a few thoughts on how you can help your patient's have a radiant, self-confident smile when they are at family gatherings, office parties or simply celebrating the season with friends. Give back

A holiday smile

	In last months issue of Best Cosmetic Dentistry Practices I introduced the Silverman Institute’s Cosmetic Dentistry Boot Camp program and how you can use some of the systems I teach in Boot Camp to transform your cosmetic practice in one day. However, one of the essential ingredients in accomplishing this goal is the ability to determine predictable results with less stress before you expand your cosmetic program. In Boot Camp I teach dentists exactly how to do that. In this issue of Best Cosmetic Dentistry Practices I am going to share with you how you too can expand your cosmetic practice, create beautiful smiles and determine the outcome with LifeLike Veneers™ - before you begin.

	If you are up to the challenge of expanding your cosmetic dentistry practice in just one day then you are going to be surprised how easy this will be to do.  Best of all, you can actually expand your cosmetic practice without disturbing your existing day-to-day routine. Here’s how.

	I recently conducted a Cosmetic Dentistry Boot Camp program for a very talented dentist who has an outstanding general dental practice and wanted to expand her cosmetic practice. Her name is Dr Mireya Ortega from Lake Tahoe, Calif. Dr Ortega has one of the most idyllic office settings.  I do not know if you have ever been to Lake Tahoe, but it is definitely one of the most beautiful areas in the United States.

	When I first met Dr Ortega I asked her how many elective cosmetic veneer cases she had done in the past week.  While she provided many cosmetic restorative services to functionally restore teeth, her answer was that it had been more than six months since she had done an elective cosmetic veneer.

	While that may seem like a long time, I have found that is the “new norm” for many dental practices.  You probably can relate to that.  Some dentists claim that it is due to the economic climate today.  If you feel that way too I am happy to share some good news with you.  Read on and you will be pleasantly surprised how you can change this, just as Dr Ortega did.

	A few weeks prior to this I had done another Boot Camp program for another dentist who wanted to expand her cosmetic dental practice.  She, too, had not done any elective cosmetic veneers in over six months.  After evaluating both offices the reason why neither dentist had done any elective cosmetic veneers was apparent.  Fortunately this was correctable.

	In Dr Ortega’s case she found the simplified Smile Preview techniques taught at Boot Camp to be very powerful and motivational.  She embraced the program and went from doing zero elective cosmetic veneers over the last six months to treatment planning over 52 LifeLike Veneers™ in just two weeks after the Boot Camp program.

	Best of all Dr Ortega never had to sell a single veneer to any of her patients.  That is the promise I make to all of the dentists who qualify for Boot Camp (this is a selective program and thus, not everyone will qualify).  Intrigued by how you can expand your cosmetic dental practice too without selling?  Here’s how Dr Ortega did just that.

	First I need to state that in my opinion Dr Ortega is a dentist of vision and realizes that knowledge is most valuable when it is translated into action steps. “It's like this, I have been looking at these patients and their dental imperfections and we have both been silent. The patients have not voiced their displeasure about their smiles and I had not asked, maybe assuming they were content.”  Dr Ortega’s comments probably reflect how you feel as well.

	However, at Boot Camp Dr Ortega learned that assuming patients were content with their smile was not necessarily the best approach. Like most dentists, she did not feel comfortable addressing cosmetic concerns with patients they did not bring up on their own. At Boot Camp we shared with her how to obtain patient input regarding what patients wanted to change. This approach helped increase her comfort level as well as the teams’ comfort level discussing cosmetic dentistry. I have already shared some of these techniques with you in previous articles I have written in DPR over the past several months.

	Dr Ortega’s positive attitude resulted in fine-tuning her approach with patients as it related to cosmetic dentistry. She already had an excellent chair-side manner and truly cared about her patients. I shared with her how simple it would be to combine the information from the personalized Smile Enhancement Form with the instant benefits she could demonstrate to her patients using the Silverman Institute’s 60 Second Smile Preview Technique. As Dr. Ortega wrote, “Most of the cases I have performed Smile Previews on were scheduled for hygiene recall…. The conversation just moved forward with LifeLike Veneers from there and the patient was amazed at their smile and what a difference something so simple made. Several then mentioned they have always wanted to change that tooth.” If you follow the lead of Dr. Ortega, you too can immediately expand your cosmetic dental practice even when you are seeing hygiene patients. However, it does require that you tweak your patient education program.  That is what Boot Camp helps you achieve. That is what I hope you can take away from reading these articles.

	Okay, so it’s time for you to be honest with yourself.  When was the last time you did an elective cosmetic veneer?  If you want to do at least one elective cosmetic veneer every day you can.  In Boot Camp I show dentists how easy it is to do just that – and without you or your team members ever selling cosmetic dentistry.  After Dr Ortega participated in Boot Camp, here is what she treatment planned in the first two weeks alone.

	“The very first week I started off running and began using the Smile Preview and have treatment planed numerous LLV/Bleaching cases

	Monday - patient M.C. two LLV, patient R.H. four LLV

	Tuesday - patient D.W. one LLV, patient S.C. six LLV

	Thurs - at Incline office patient A.R. two LLV

	Thus in the last two weeks since your workshop I have done about ten Smile Previews and treatment planned about 52 LLV.”

	This is what you can accomplish too if you are a positive thinker and set your goals high. Dale Carnegie once said that it is not knowledge that is important, it is the ability to convert knowledge into action that is most valuable. Dr Ortega implicitly understood the value of this statement.  Hopefully you will too.

	The Silverman Institute’s Cosmetic Dentistry Boot Camp Program is based upon understanding what patients’ want, not necessarily what you believe they need. Once you obtain that “knowledge” you can share new techniques with your patients that can easily solve their problem. Remember - this is elective cosmetic dentistry and thus it requires a simple mind-set adjustment. Secondly you have to use technologies that provide outstanding cosmetic results in addition to fine-tuning your cosmetic skills. Needless to say I have a financial interest in the LifeLike Veneer™ System and there are indeed other non-invasive veneer systems that you can use. Finally, you need to surround yourself with a team that believes in your cosmetic dentistry skills and can sincerely share their enthusiasm about your cosmetic dentistry talents to help establish credibility from a patient perspective.
	
	With that in mind, please 

 and I will send you a copy of the Smile Enhancement Form dentists use at Boot Camp. This will help you determine what you patient’s want to have done to enhance their smile.  Here’s how you will use the form.  First have every team member fill out the form tomorrow morning, right after I send you the form. Caution: Do NOT change the form.  Other dentists have tried to do that and that does not work. The form works with the smile component “as is”. If you change the layout of the smile enhancement questions this system will not work. I know. I have tried. 
	
	During Dr Ortega’s Cosmetic Dentistry Boot Camp program I had the entire team fill out the smile enhancement form at the beginning of the program. Why? Because I wanted the team to express their feelings about their smile in an unbiased manner and to establish how we often incorrectly believe cosmetic dentistry potential in our practice has been tapped out. That type of thinking is all wrong. You do not necessarily have to look outside your office to create a thriving cosmetic practice. You probably have many patients who still want to have a more self-confident smile in your own practice. That’s why the Boot Camp Program starts with evaluating and treating your team members – to clearly demonstrate that there is a plethora of cosmetic dentistry still to be done in your office. After Dr Ortega’s team members filled out the smile enhancement form we found out that every team member had at least one tooth they wanted to change the appearance of. Most had two or three teeth. Imagine if this is true with your patients of record. It just might be.

	However, the Smile Enhancement Form is not a magic bullet by itself. I know that some dentists would like it to be but it is not. It is just one of many key elements you need to seamlessly integrate into an entire arsenal or professional, ethical marketing materials that we teach at Boot Camp.

	In the April, 2011 issue of DPR’s Best Cosmetic Dentistry Practices I described a new way to demonstrate a true to life, realistic cosmetic transformation without using computer imaging.  While computer imaging has its role in dentistry, this new 60 Second Smile Preview is done directly on the teeth. I have found this technique to be a far more effective patient education tool than computer imaging. Your patients will also love it since they can watch how you can create an actual LifeLike Veneer™ and transform their smile in only 60 seconds. This continues to even amaze me – and I have been doing this for a very long time!

	After reviewing the smile enhancement form filled out by one of the doctor’s team members I did a 60 Second Smile Preview on her teeth and literally in one minute she was super-charged about going ahead with work.

	The goal of the 60 Second Smile Preview is just what the name says. It is not meant to be more than that.  However, it will show patients that if you have the skill set to make a dramatic transformation such as the above, imagine how beautiful the final result will be when you do the “real thing”. Therefore, don’t worry about being a perfectionist when doing a smile preview. Don’t drive yourself crazy – I designed this technique to take only 60 Seconds for a reason.   Remember – it’s fun, easy to do, allows you to determine if the patient will achieve good esthetic results and educates your patient about your cosmetic dentistry skill set, gentle touch, artistic capabilities regarding light reflections and illusions. It also allows your patient to know if she will like the outcome before you ever begin. These are all exciting developments to our patients.

	As Dr. Ortega wrote to me after doing a Smile Preview on one of her patients, “she is very excited and can not wait to do something. This patient was so excited she asked for photos to show her husband.”

	Now here’s the part that will energize you when you work with your patients. Simply highlight any YES answers on the Smile Enhancement Form, let your patient know that you have “good news” for them as they might be a candidate to have non-invasive veneers done in just one day (watch their look of amazement when you tell them that) and then do a non-adhering 60 Second Smile Preview on their teeth to determine if they are a candidate. If your patient loves the result (they typically do) and they rate the Smile Preview an 8 out of 10 or higher, then they are a candidate – as long as their occlusion, periodontal health and other clinical findings do not contra-indicate the use of non-invasive LifeLike Veneers™.

	If your Smile Preview takes more than 60 Seconds to do you may actually put off doing the procedure. Why? Because conventional Smile Previews take time, up to 30 or 45 minutes per tooth and you do not want to fall behind schedule. That is not helpful to you or your patients. Once again, Dr Ortega found the 60 Second Smile Preview to be very beneficial and easy to implement into her daily hygiene schedule. She summarized her feelings about Boot Camp and our ability to expand her cosmetic practice in one day as follows: “Thank you again for helping me to see and not just look.”

	Expanding your cosmetic dentistry services should be a seamless, stress-free experience. Our No Selling Marketing, seamless cosmetic dentistry management systems and simplified technique skills were developed to accomplish these goals for you during our Boot Camp program. I hope that some of the techniques that I am sharing with you from Boot Camp in these articles are helpful to you in accomplishing your goal. Give them a try and your patients will forever be your best ambassadors.

 if I can help you jump-start your cosmetic practice or take your cosmetic practice to the next level. As always, if you want to achieve excellence in your technical skills or fine-tune your marketing / management systems for cosmetic dentistry, let me know and I will be happy to let you know if you are a candidate for our One Day Boot Camp transformation program. 

	I do have one final suggestion that I want to share – you probably are very busy and you plan on implementing some of the suggestions I have shared throughout the Best Cosmetic Dentistry Practice series – but I would like to caution you not to procrastinate. Go ahead and jump-start your cosmetic dentistry practice tomorrow with simple cases that you can find every day in your hygiene practice - and you will discover that you can indeed change your patients’ life by having more self-confidence when they smile. Cheers! I wish you all the best.  

Dr. Harvey Silverman has been successfully coaching dentists on how to expand their cosmetic dentistry practice since 1984. If you want to take your cosmetic practice to the next level or want more information about the Silverman Institute’s 24 Hour Cosmetic Transformation Program, please contact Dr. Silverman at 216-256-4599 or e-mail him directly at 

. Dr Silverman will tailor his No Selling cosmetic dentistry program to your office and personal philosophy. 

 In last months issue of Best Cosmetic Dentistry Practices I introduced the Silverman Institute’s Cosmetic Dentistry Boot Camp program and how you can use some of the systems I teach in Boot Camp to transform your cosmetic practice in one day. However, one of the essential ingredients in accomplishing this goal is the ability to determine predictable results with less stress before you expand your cosmetic program. In Boot Camp I teach dentists exactly how to do that.

Cosmetic Dentistry Boot Camp, Part 2

	In 1982 I walked into the executive offices of the world’s largest developer of beauty salons and spas. I wasn’t quite 30 years old but I was excited to meet with the senior staff of this prestigious company. I wanted to learn how dental beauty services could compliment facial beauty services.  I thought that there were some lessons I could learn. I could not believe they were going to actually meet with me.

	I sat down, showed a video that I filmed about cosmetic dentistry using the Mission Impossible concept, looked at their eyes and saw they “got” what I was trying to accomplish. However, once I started to show slides from my lecture series on tooth bonding (veneers were developed the following year), the senior VP of Marketing for the company, Andrew, told me to stop. I still remember what he said, “This is disgusting. Come back in 6 months and show me how your services really impact patients lives.”

	I was in shock. I couldn’t believe that I flew all the way to New York to be dismissed within minutes of starting my presentation. However, instead of being insulted, I thought about what Andrew told me to do. And in this article for Best Cosmetic Dentistry Practices I will share with you what I did wrong and how I learned to never make that mistake again. I believe there is a lesson you can learn from my experience. Later today look at the photos on your own website and see if you, too, are showing before/after photos that are not appealing from a prospective patient point of view. If so, make some simple changes to your website as well as to your photo album in your office. Check out some other websites from your colleagues. You will undoubtedly see photos that demonstrate dental changes that are “not appealing” from a patient perspective. The good news is that is easy to change.

	1. Don’t show photos of incisal views that include nasal passages – and worse yet, nasal hair. Are you chuckling? Well, it’s sort of funny, but from a patient perspective, it’s kind of a turn off.

	2. Don’t show close up photos of finishing and polishing procedures that include gingival bleeding.  It’s an instant patient turn-off.

	3. Try to avoid the “T” zone in your After photos.  Quite frankly I never knew what a T Zone was but apparently I was good at photographing it.  Women in particular don’t like having After photos taken with T Zones showing. Ask your patient to apply some make-up or powder before taking your After picture.

	4. Don’t take an overly animated Before photo. Here’s the scenario: your patient is excited to be here - eyes are sparkling -

					Cosmetic dentistry done by Dr. Harvey Silverman, DMD

	and there’s often even a positive glow of anticipation. An hour or two later, after completing your work the patient is tired. Their eyes are not dancing. The glow is gone. Thus the overall facial excitement of the patient may look better in the Before shot than in the after shot. Tip: Lower their enthusiasm level for the Before photo. Additionally, having comparable skin tones is desirable. Additionally, having comparable skin tones is desirable. It is not always easy to accomplish as this Before and After photo demonstrates (right).

	5. If your patient is a woman, ask if she brought the same color lipstick with her.  If not, have her take off her lipstick for the Before picture.  Keep everything comparable whenever possible.

	6. Shoot photos straight on and from a lateral perspective.  Notice a difference?  The photo looks more flattering when the patient stands at a 90 degree angle to you and turns her head toward the camera.

	7. Don’t rely on full face before and after photos taken while the patient is sitting in the dental chair.  For a better perspective have the patient stand.

	Cosmetic dentistry done by Dr. Harvey Silverman, DMD

	8. Crop the photos if necessary. Don’t photoshop. Cropping eliminates distractions that take away from the overall improvement you made.

	9. Don’t show pictures with lip retractors. Many websites and photo albums show before and after photos with lip retractors. Save those for journal articles or seminars. Instead show Before and After photos of beautiful smile transformations, not of teeth with lips being retracted.

	Learning to take good instructional Before/After photos is easy to do. As a result of the mentoring I received from the beauty developers I learned to take before/after photos that demonstrated how dental beauty enhanced facial beauty. Quite frankly I found out that once I changed my patient’s smiles, I changed their life. Some patient’s changed their hairstyle, others lost weight, the way they dressed and even changed their job.  I have heard it all – and more.

	So the next time you do a cosmetic dentistry case take the time to carefully frame how you want to shoot before and after photos. Show how your work has empowered your patient with a better self-image. Capture it in his smile. Capture it in her eyes. Catch the glow, the aura. Take more photos than you need. And photograph each case that you do.

	Please feel free to contact me (incrediblesmiles@aol.com) if I can help you jump-start your cosmetic practice or distinguish, differentiate or transform your office into a premier cosmetic practice in your community. As always, feel free to send me any questions you have. I will do my best to get back to you ASAP and might even answer your question in an upcoming issue in DPR. If you want to find easy ways to achieve excellence in technique or management/marketing for cosmetic dentistry, let me know and I will be happy to let you know if you are a candidate for our ONE DAY transformation program. Don’t put off for tomorrow what you can accomplish today.  That’s procrastination and procrastination is not a good recipe for success.

	Cheers! I wish you all the best. Now get out there, take the best photographs you can that demonstrate how your smile enhancement services compliment the overall cosmesis for that patient and you will receive great personal satisfaction as you help change some patient’s lives.

 In 1982 I walked into the executive offices of the world’s largest developer of beauty salons and spas. I wasn’t quite 30 years old but I was excited to meet with the senior staff of this prestigious company. I wanted to learn how dental beauty services could compliment facial beauty services.  I thought that there were some lessons I could learn. I could not believe they were going to actually meet with me.

How to take educational before/after photos

Has the economic downturn negatively impacted patients’ ability to afford smile makeover procedures? If you work on Main Street the answer is most likely, “of course it has!" In this edition of Best Cosmetic Dentistry Practices, I will share with you seven action steps that will help your patients understand how recent advances in cosmetic dental technology directly benefit them. The result will be more patients leaving your office with renewed self-confidence and feeling empowered when they are in business or social situations.

  Let’s face it – patients’ don’t want to have their healthy tooth “filed down” just to have a nicer smile. Dentists hear that comment all the time. The solution:  Non-invasive veneers that are carefully designed to create a seamless emergence profile and a brighter, more natural looking veneer. I know that this can be done. Feel free to check out examples of how I have been achieving this at www.DrHarveySilverman.com/gallery

2. Redefine what is the best cosmetic dentistry in your mind.

 In a previous article in the Best Cosmetic Dentistry Practices series in DPR I shared how I ask patients what they consider to be the best cosmetic dentistry. My feeling has always been the best cosmetic dentistry is the least cosmetic dentistry that provides patients with the enhanced self-confidence they are looking to achieve. Knowing how to provide only one or two premium in-office veneers combined with in-office tooth whitening can often achieve that goal for you and your patients.

 I recently did that at an office where I conducted a Cosmetic Dentistry Boot Camp program.  The entire team toured the office, starting from outside to visiting every room – opening their eyes and seeing the office as a patient.  Now do that tomorrow when you are back at the office.  What is the message that your office is conveying about your cosmetic dental practice?  Let me re-phrase that.  Is your office even conveying a message to your patients about your cosmetic services that can transform their smile?  Once you have gone through this exercise, take 2-3 photos of your reception area and send them to me in jpeg format. I will be happy to give you some recommendations on how you might be able to enhance your message.

 Magazines are in every office but they tend to distract your patients.  Instead of reading patient education materials regarding recent advances in technology they spend their time distracted by popular magazines.  Test this out yourself.  Do a quick time and motion study this week at your office.  Here’s how to do that.  While your office manager is at the front desk, watch what engages your patients.  Set aside a 20-minute period of time and make a list of the activities patients are doing.  Next remove the clutter and all magazines.  Only leave out strategically placed patient education materials with a few smile art posters.   Set aside one more 20-minute period and observe your patients.  The results will be self-evident.  More patients will ask about your cosmetic dental services.

 This does not only mean that you should offer them coffee, tea, juice or water.  Once your patient asks about the different cosmetic transformations described in the patient education materials - don’t hold back.  Enhance their experience and share your pride and enthusiasm about the doctor’s cosmetic dentistry skill set.  Share testimonial stories that help distinguish and differentiate the doctor as not only a talented, caring general dentist – but as a skilled, artistic cosmetic dentist who has positively impacted many patients’ lives.  Needless to say this must be based from sincere feelings.

6. Only show examples of work you have done.

 While there are some beautiful albums that are commercially available, dentists who want to take their cosmetic practice to the next level show their own before and after photos.  Why?  It establishes and builds your credibility.  For example when a patient with a diastema is looking at your photo album, your hygienist or assistant can easily describe how you treated that patient and the impact it had on their life.  This third party testimonial enhances your cosmetic skill set level with your patients.  When based upon sincere experiences you can never go wrong.

7. Re-evaluate the information not obtained from the Smile Enhancement Form.

 Recently I talked to a dentist who had me visit his practice as part of our Cosmetic Dentistry Boot Camp Program.  He told me that he was obtaining great success with patients responding to our Smile Enhancement Form.  However he was having a challenge motivating patients to have a Smile Preview done on their teeth.  He did not know what to do.  We discussed what was going on and my recommendation was to re-organize his case presentation and address the “hidden objection” that was creating this obstacle.  To do this he needed to pro-actively share “good news” with his patients.  By proactively including the good news about fees and the benefit of offering minimally or non-invasive veneers when appropriate, patients become far more receptive to having a Smile Preview.

Performing a Smile Preview on the teeth demonstrate what changes are possible – while determining if a patient is a candidate for 

One more suggestion: take photos of EVERY case you do. Sometimes subtle transformations have great impact and are relatable to your other patients. Within a short period of time you may find that the best cosmetic dentistry in any economy are bread and butter cosmetic transformations – requiring in-office whitening with only one or two in-office veneers. If you want to take your cosmetic practice to the next level and feel that our Cosmetic Dentistry Boot Camp might be valuable to you please feel free to contact me at 

Dr. Harvey Silverman has been consulting / coaching on cosmetic dentistry for over 25 years. If you want more information about how the Silverman Institute Of Cosmetic Dentistry’s Boot Camp Program can benefit your practice, please contact Dr. Silverman at 216-256-4599 or e-mail incrediblesmiles@aol.com.  