Home Issues2023 Well-Being Issue Beyond the Sizzle: Whiter Teeth Are An Untapped Profit Center

Beyond the Sizzle: Whiter Teeth Are An Untapped Profit Center

by Debbie Seidel-Bittke

You Can Still Leverage Whitening To Drive Profit - and It's Easier Than Ever

In the world of dentistry, the pursuit of a dazzling smile has always been a sought-after aspiration. Teeth whitening services have gained immense popularity over the years, catering to those seeking a brighter, more confident smile. However, most of your patients today do not buy their whitening products at your dental office.

There is a simplified way to tap into this huge profit center. This is not about taking impressions and making whitening trays. Times have changed and we have moved beyond patients sitting under a light in the dental chair and taking impressions to fabricate a whitening tray.

Let’s look at the latest information and learn how to create huge net profits in your dental practice. 

Think about this for dentistry in 2023: 

  • 70% of adult patients want whiter teeth.
  • Tap into what your patients want.
  • No additional patient chair time. 
  • No expensive technology is needed.
  • Your monthly net-product grows quickly.

Dentists who recognize the current teeth whitening market potential and implement this simple profit center will gain substantial financial rewards while also attracting patients interested in comprehensive cosmetic dental services.

The Teeth Whitening Industry Market Potential

The teeth whitening industry has experienced exponential growth, driven by the increasing demand for a picture-perfect smile. According to market research, the global teeth whitening market was valued at approximately $3.2 billion in 2020 and is projected to reach over $5 billion by 2025. This phenomenal growth indicates a substantial market potential, which dental practices can capitalize on.1

This One Simple Profit Center is Underutilize

Despite the vast potential for profit in teeth whitening services, many dental practices have not fully embraced this revenue stream. Some dentists may perceive teeth whitening as a mere cosmetic service with limited impact on their bottom line, while others might hesitate to invest in the necessary equipment and training. However, embracing teeth whitening as a profit center can be a game-changer for dental practices.

The doctor’s treatment room must bring high production and according to market research, the average patient value should be no less than $600 an hour. When you have systems that run like a well-oiled machine, a doctor’s product can and should be close to $1,000 an hour. 

Long gone are the days of patients sitting under blue lights in the dental chair. Your patients can leave with a take-home tooth whitening kit that includes blue LED lights. Today’s technology easily supports your patients to buy a professional whitening kit from your office and there is no chair time.

The Easy Integration of a Teeth Whitening Profit Center

Integrating a teeth whitening profit center into your dental practice is a straightforward process that will yield substantial returns. The initial investment in professional teeth whitening equipment and training can be costly compared to the potential revenue generated with the latest LED light technology. 

With the latest LED light technology, dental team members can offer safe, effective, and reliable teeth whitening services to their patients.

Consider adding teeth whitening as part of your office membership plan. Patients enroll in your membership plan and leave with their whitening kit that day. There are no impressions to take or fabrication of trays. Patients will not return to pick up their whitening trays which may take valuable chair time to explain how to use the gel and whitening trays at home. You charge an additional fee for your current membership plan which can include The Smile Club..

In return, the membership gets the patient a take-home whitening kit and patients are eligible for discounts on teeth whitening products purchased in your dental office. The Smile Club enrollment states your office procedures, for example, calling during business hours to change a dental appointment and pre-scheduling routine dental hygiene appointments. In return, the patients receive a free whitening pen at their routine dental hygiene appointments.

Patients leave hygiene appointments with a toothbrush, floss, and sample size tube of toothpaste. You can purchase your whitening products at wholesale prices and include a whitening pen as a reward to patients who follow your office procedures. What is more valuable to your patients, a new toothbrush and floss or a whitening pen?

You know the answer! Most patients are excited to leave with a free whitening pen that they would ordinarily pay at least $25 to buy retail. They don’t just leave with a free pen but ask to buy additional whitening pens and products.

Unleash the High Net Production Potential

Once patients enroll in the teeth whitening membership called, The Smile Club, you create a new and simplified profit center in your dental practice. This takes no additional chair time, you don’t increase employee hours or spend money on new expensive equipment. 

Think about buying whitening products at wholesale prices and in return you use a whitening pen as a carrot to get patients into your dental office and keep them returning to your office.

Since the 2020 pandemic, teeth whitening has become a multi-billion-dollar business. The sad truth is that most people go to the internet to search for teeth whitening products and then buy their whitening products online, rarely do they ask to buy from their dentist.

Let’s flip this into a profit center for your dental practice. Offer a lifetime of teeth whitening to your patients who join The Smile Club. If you check the internet searches for teeth whitening you will see millions of searches for this product in North America each month. 

Rarely do these internet searches land on your dental practice website. Sad to say but these internet searches do not end with a new patient phone call to your dental office These searches land on AMAZON or WALMART, etc., where people click to buy their whitening products here.

Teeth whitening creates a ripple effect and leads to patients exploring other cosmetic dental procedures in your dental offices, such as Invisalign, crowns, implants, and more. This domino effect can significantly boost the overall revenue in your dental practice.

Understanding Your Patients Desires 

To tap into the full potential of a teeth whitening profit center, dentists must understand their patients’ desires for a captivating smile. 

“People buy what they want, not necessarily what they need. “

Every new patient completes a medical history and annually your patients should update their medical history. Make it easy for patients to also complete a smile evaluation. 

Ask a few open–ended questions about their smile. These are not yes or no questions, but the patients read a few statements and check a box that explains how they feel about their smile. These answers tell you what they want their smile to look like. 

If you never ask what your patients want you never have an opportunity to serve your patients with exactly what they want. It’s not just about what you tell them they need. Engage in conversations with your patients about their smile desires and actively listen to their cosmetic dental goals. This will allow you to uncover valuable insights into the services your patients crave.

Increase Case Acceptance for Comprehensive Cosmetic Dentistry

By identifying what patients want for their smiles, you can tailor your services to meet your patient’s true desires. Once your patient expresses an interest in teeth whitening, you have a perfect opportunity to discuss other related cosmetic dental procedures that can further enhance their smile. This approach can lead to an increased demand for Invisalign, crowns to address chipped, discolored teeth, or old discolored, ragged composites. You now have an opportunity to open or continue the conversation about implants to replace missing teeth, and various other cosmetic services.

Build Lasting Patient Relationships

Beyond the financial gains, a focus on your patients’ desires will help you build stronger relationships. When patients feel heard and understood, they are more likely to trust their dentist’s recommendations. Now they are more eager to seek comprehensive cosmetic treatments that contribute to their overall oral health and well-being.


The current teeth whitening industry in North America presents an untapped profit center for dental practices. By recognizing the market potential and implementing teeth whitening services, dentists will harness significant financial rewards. Think less time and more production plus, more per-hour value per patient.

Engaging with patients and understanding their cosmetic dental desires opens the door to not only more teeth whitening services but you are promoting more comprehensive cosmetic treatments. Embrace the potential of this current teeth whitening industry and you enhance patient satisfaction, boost your net production, and foster lasting patient relationships. 

Remember, it’s not just about whiter teeth; it’s about unlocking the full potential of a captivating smile for your patients.

Learn more about growing the value per patient sitting in your chair. Grab your free resource here.

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