Don’t Have the Right Patient Base for Aesthetic Dentistry? Think Again!

As a dentist, you’ve probably heard this before: “My patients aren’t interested in aesthetic dentistry.” It’s a thought that can cross any dentist’s mind, but let me assure you, this is a myth. Today, I want to show you why there’s a much larger market for aesthetic dentistry than you might think.

I’m Dr Andrew See, and after two decades of experience in the world of aesthetic dentistry, I’ve come to realise that many of us, myself included, fall into the trap of assuming our patients simply don’t care about improving their smiles. Whether it’s because you work in a lower-income area, or you feel like your practice is just about pain management, it’s easy to assume that your patients wouldn’t be interested in aesthetic treatments like veneers, teeth whitening, or implants. But this belief could be holding you back from tapping into a huge opportunity.

Let’s break down some common misconceptions that I’ve heard throughout my career:

• “My patients only come to me for necessary treatment.”
• “I don’t want to push treatment on patients that they don’t need.”
• “My patients don’t care about cosmetic treatments like veneers.”
• “My practice isn’t a cosmetic practice.”
• “Patients in my area can’t afford aesthetic treatment.”

If any of these thoughts sound familiar, you're not alone. I too once believed that patients in certain areas, especially those in lower socioeconomic ones, just wouldn’t be interested in aesthetic dentistry. But here’s the truth: There is a market for aesthetic dentistry, and it’s bigger than most of us realise.

My Early Mistake - Assuming What Patients Want

When I first graduated, I worked all over NSW in rural areas and metro Sydney, both low- and high-income neighborhoods. My initial belief was that I wasn’t doing aesthetic dentistry in lower-income areas because patients couldn’t afford it. But even when I worked in wealthier areas, I found myself doing the same thing - basic, drill-and-fill dentistry. I convinced myself that my patients just weren’t interested in aesthetics, that they only wanted to see specialists for cosmetic procedures.

Looking back, I realise now that the issue wasn’t with the patients; it was with me. I projected my own assumptions about aesthetic procedures onto my patients. I assumed they didn’t care about improving their smiles, but in reality, I hadn’t made the effort to find out what they truly wanted.

Understanding the 3 Core Drivers of Change

Before diving deeper into the potential for aesthetic dentistry in your practice, let's take a step back and consider the psychology behind human behavior. People are motivated to make changes or invest in things that promise to improve one of three key areas of life:

1. Health
2. Wealth
3. Relationships

These are the fundamental drivers behind most of our purchasing decisions, and aesthetic dentistry fits perfectly into this framework.

Let me give you an example. Recently, I bought fishing gear for myself and my kids. Why? It wasn’t about health or wealth—it was about improving my relationship with my children. I wanted to get them outside, off their screens, and build better connections with them.

Similarly, when we decide to lose weight or go to the gym, we’re not just thinking about our health. We may also want to feel more confident in our appearance, potentially attracting a partner or strengthening our existing relationships.

The same logic applies to your patients. When someone invests in improving their smile, they’re doing so to improve their health, wealth, or relationships, often all three.

The Powerful Impact of Aesthetic Dentistry

So how does aesthetic dentistry impact health, wealth, and relationships? Let's explore these three areas in more detail:

1. Health: More Than Just Oral Health

When patients undergo aesthetic procedures, the impact goes beyond just improving their smile. Aesthetic treatments can positively affect their overall mental and emotional wellbeing. Research has shown that improving a person’s smile can increase their confidence, leading to a better quality of life.

I’ve seen this firsthand in my practice. I had a patient in her late 30s who came in for veneers because she was self-conscious about her discolored and chipped front teeth. She avoided smiling in photos and struggled with social situations. After her veneers were placed, her confidence soared. She started smiling more, became more social, and even started exercising and eating healthier. The positive change in her smile didn’t just affect her appearance; it changed her life.

2. Wealth: The Power of a Smile in Professional Success

Many dentists hesitate to discuss aesthetic treatments because they assume their patients won’t see the value. But the reality is that an attractive smile can significantly impact a person’s professional success.

Numerous studies have shown that people with more attractive smiles are perceived as more competent, trustworthy, and socially skilled, traits that directly influence career advancement. For example, research has shown that people with an attractive smile earn, on average, 3-4% more than those with less attractive smiles. Improving a patient’s smile can directly influence their earning potential.

I had a patient who worked in sales and had lost his front teeth in an accident. His old denture didn’t look natural, and he hid his smile. After I restored his smile with implants, he felt more confident in his business dealings and saw a boost in his professional relationships. He could network better and close more deals—directly impacting his income.

3. Relationships: Making Connections Through Confidence

First impressions matter, and your smile plays a huge role in how you connect with others—whether in romantic, social, or professional contexts. People with attractive smiles are often perceived as more approachable and trustworthy, leading to stronger relationships.

A study in The Journal of Social Psychology found that people who smiled more were seen as more attractive and friendly, which led to more positive social interactions. When you improve a patient’s smile, you’re not just enhancing their appearance, you’re giving them a powerful tool for building better relationships.

There’s Always a Market for Aesthetic Dentistry

So, let’s go back to the original myth: that there’s no market for aesthetic dentistry in your practice. It’s simply not true. Every patient who walks through your door is a human being with the same inherent desires to improve their health, wealth, and relationships. As dentists, we’re in a unique position to help them do that through the transformative power of aesthetic dentistry.

I encourage you to consider incorporating more aesthetic treatments into your practice—whether it's whitening, veneers, or implants. You might be surprised at how many patients are eager for that transformation, even if they haven’t voiced it yet.

In the end, aesthetic dentistry doesn’t just change smiles—it changes lives.

If you’re ready to explore the world of aesthetic dentistry and accelerate your career, pre-register your enrolment for my once-a-year immersive clinical program Mastering Porcelain Veneers. The next program starts in September 2025 and runs for 8-weeks - don't miss out. Let's begin a journey together that starts with where you are right now and leads you to where you want to be.