There is a Glo in my e-mail

I love make-up. I don't necessarily enjoy the process of applying it, yet I never really feel "ready" until I have it on. I also love Sephora, the cosmetics store. There are make-up and skin products I have never heard of before, and they always have something new.

Today, I had an email newsletter from Sephora, waiting in my inbox. Like you, I don't always have time to read every newsletter or offer I received. However, I do pay attention to things that interest me.

Sephora's newsletter subject read, "Do you want whiter teeth?' While this is a common question to come from a dental practice, I was surprised to see it coming from Sephora. I clicked the link and received quite an education. There is a new whitening system, named Glo, which is available at Sephora for $250. This system takes whitening beyond the "strips" that are available at the local drugstore, it includes a light as well.

For many of us in dentistry, teeth whitening is yesterday's news. However, I am amazed at how many friends and acquaintances ask my opinion about teeth whitening. It happens all the time.

The heart of the matter is that prospects and patients want whiter teeth. Professional whitening trays and take-home gel are relatively inexpensive, yet in many practices, the fee to the patient is cost prohibitive. Nothing creates easier referral conversations for your patients like helping them improve their smile. Get with your team and work to make whitening more affordable. It will draw new patients in like a magnet. As for in-office whitening, look at what your real cost is. In most cases, the doctor has little or no chair time in delivering this service. Of course you want to do better than break-even on the procedure.

Yes, I believe that patients who have whiter teeth, smile more and are more apt to talk about their smile with others. Also, most people love to share a "great deal" with their friends. It makes them feel smart and savvy. Use whitening as a marketing tool and promote it at a competitive price.

And be sure to check out the Sephora link http://bit.ly/khud1S and the Glo product. Your patients will see it, and want to know the difference between Glo and the whitening you provide. Turn that question into an opportunity to whiten their teeth and create raving fans.