Ethics and marketing in esthetic dentistry

Abstract

Contemporary dentistry is, first of all, characterized by diverse accelerated development, owing to improvements of information and other technologies, as well as the development of dental materials (shape-memory biomaterials, nanomaterials, biomaterials for application in tissue engineering, etc.). Expert doctrinaire attitudes move from the direction of operative interventions, whereby disease and acute symptoms are primarily treated, towards the strengthening of oral health by minimally invasive procedures. A particular place in patients' total rehabilitation belongs to numerous esthetic procedures which, to a large extent, make up a wants-based service, led by the patients' needs and affinities. This paper deals with differences between cosmetic and esthetic dentistry. The complexity of esthetic dentistry, which favors therapy with the change of function parameters in care for the patient, is emphasized. On the other hand, more attention is paid to the need to know and respect ethical and marketing principles that follow any activity of dentists, starting from the first contact with the patient, the selection of certified materials, to the implementation of the appropriate treatment plan. Well-directed communication and comprehensive awareness of the patient, the use of the visual analog scale, consideration of realistic resources in therapy, and the acceptance of de Bono model of adopted parallel thinking are determinants which help dentists define a problem adequately, find quality solutions, open alternative solutions, and reduce the potential risks in patients' therapy.

#Clareamentoalaser: características das postagens em português no Instagram®

“…Dentre os motivos que podem explicar o apoio à utilização dessa técnica na atualidade tem-se o caráter comercial da odontologia, que entra em conflito com a prática baseada em evidências 17 . Concomitante a isso, há o caráter ético, sendo que ofertar um tratamento com promessa ilusória estética configura postura inadequada 18 first of all, characterized by diverse accelerated development, owing to improvements of information and other technologies, as well as the development of dental materials (shape-memory biomaterials, nanomaterials, biomaterials for application in tissue engineering, etc.. Ainda, no contexto atual de pandemia de COVID-19 (Coronavirus Disease 2019), onde verificou-se uma dramática diminuição de atendimentos odontológicos e consequente redução de forma semelhante em todos os procedimentos 19 , pode haver a utilização da luz no clareamento dental por parte de dentistas a pretexto de aumento de lucros. Posto que a implementação de uma ferramenta que aparenta avanço tecnológico tem possibilidade de maior captação de clientes e mais rentabilidade na atividade profissional, tornando explícito um lado comercial exacerbado de atuação da odontologia como sendo uma das justificativas para o uso dessa técnica 20 .…”

The Fine Line Between Esthetic and Cosmetic Dentistry (A Review)

“…The word 'esthetic' comes from ancient Greek 'aisthetikos', 'esthetic sensitive to feel and perceive beauty'. (5) Aristotle thought that esthetics is the imitation of the ideal. (6) The Collins Concise English Dictionary defined 'esthetic' as: something related to people's appreciation of beauty or art.…”

“…The preservation of natural tooth health must be the aim of cosmetic dentistry by sticking to the "minimal invasive" concept. (5).…”