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Srpski arhiv za celokupno lekarstvo 2017 Volume 145, Issue 9-10, Pages: 540-545
https://doi.org/10.2298/SARH160923078O
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Ethics and marketing in esthetic dentistry

Obradović-Đuričić Kosovka (School of Dental Medicine, Clinic of Prosthodontics, Belgrade)
Đuričić Tijana (NOVA Academy of Art, Belgrade)
Medić Vesna ORCID iD icon (School of Dental Medicine, Clinic of Prosthodontics, Belgrade)
Radović Katarina ORCID iD icon (School of Dental Medicine, Clinic of Prosthodontics, Belgrade)

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.

Keywords: esthetic dentistry, cosmetic dentistry, ethics, marketing