What price a brighter, better smile?

Restoration and Implantology
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COLTENE’s Mark Allen discusses the potential of the UK’s restorative dental demand

In the past, British teeth have been the butt of a number of jokes, most notably in the Simpsons where Dr Wolfe pulls out the ‘Big Book of British Smiles’ to scare recurring character Ralph Wiggum into practising better oral hygiene, and the Austin Powers films where the would-be sex symbol spy is depicted as having a crooked and discoloured smile.

Over the years, however, the UK has managed to shake off this somewhat unfair dental stereotype. This is, in part, due to the Brits’ growing interest in improving their smiles through restorative and cosmetic treatments. There are many possible reasons for this surge in interest, including the rise of social media, a shift in people’s perceptions of the importance of appearances, and greater awareness of restorative treatments available.

There are everyday motivators such as marriage, divorce, dating and career changes/promotions, where a smile can make all the difference. Indeed, according to a poll conducted on behalf of the American Academy of Cosmetic Dentistry, 99.7% of respondents said that a smile is an important social asset; while 96% of adults agreed that an attractive smile can boost their dating appeal. On top of that, 74% admitted that they thought an unattractive smile would damage their chances of career success [1].

Whatever the reasons for the growing interest, there can be no doubt that there has been a noticeable rise in restorative dentistry, with the latest figures showing Europe dominating the market. On a global scale, the restorative dentistry market is expected to grow to $25.9 billion (£19.2 billion) by 2025 [2]. Naturally, this is good news for NHS and private practices in terms of revenue and may present an opportunity for business growth; as well as a chance for practices to go down a specialist route, should they want to.

To raise the profile of treatments available it can help to use marketing strategies such as newsletters, posters and leaflets, and advertise special offers. The practice website is also a good platform to notify patients about the benefits of restorative therapies and can help to encourage patients to take a greater interest in the appearance of their smile.

Naturally, any practice offering restorative treatments will need to keep abreast of the latest techniques and materials by taking regular courses and attending study days. There are a variety of different qualifications available to help dentists learn the necessary skills needed to offer a high standard of restorative dentistry, from one and two-day hands-on courses to postgraduate degrees.

Throughout 2018 leading restorative manufacturer, COLTENE, will be amongst those offering practical hands-on training on restorative techniques and first-class materials. To find out more about upcoming courses and to discover COLTENE’s range of high-performance, reliable materials, contact the team today.


Mark Allen is the General Manager at COLTENE. To find out more visit www.coltene.com, email This email address is being protected from spambots. You need JavaScript enabled to view it.  or call 01444 235486

1] American Academy of Cosmetic Dentistry. Can a New Smile Make You Appear More Intelligent? Accessed online March 2018 at https://www.aacd.com/surveys 
2] Grand View Research. Restorative Dentistry Market Worth $25.9 Billion by 2025. Published December 2017. Accessed online March 2018 at https://www.grandviewresearch.com/press-release/global-restorative-dentistry-market 

Photo by Kyle Loftus on Unsplash