Dental Benefits

Even if You Don’t Have Clients in Hollywood, You Should Know About This Coverage
by Jim Pogue and Richard Goren, DDS

Let’s take a pop quiz: Which answer corresponds with the number 2.75 billion?

A. The number of Harry Potter Books sold in the first 24 hours after the book’s release in 2007
B. The estimated amount Americans spent on cosmetic dentistry in 2007, according to the American Academy of Cosmetic Dentistry.
C. The net worth of 23-year-old Mark Zuckerberg, the world’s youngest self-made billionaire and founder of social networking site, Facebook.

If you selected choice B, chances are that you are in tune with the vast potential of the cosmetic dentistry market. Given the popularity of cosmetic dentistry and the need for dental carriers to distinguish themselves, some may wonder why the industry hasn’t found a better way to serve consumers who seek cosmetic treatment. Others may argue that it isn’t practical for insurance companies to offer coverage for cosmetic procedures in the face of escalating healthcare costs.

At first glance, dental insurance and cos-metic dentistry seem to have very little in common. Insurers typically focus on health and preventive measures. Cosmetic procedures for employees may seem like a self-serving, purely discretionary expense except for movie stars, models, and music icons,
But the tide is turning as a few leading edge companies begin offering coverage for popular procedures that were once considered purely cosmetic ranging from dental implants to teeth whitening. Some insurers have found a way to offer these procedures at an affordable price without significantly driving up the cost of coverage for everyone.

In addition to having mass appeal, some cosmetic procedures like teeth whitening, promote better dental hygiene. Offering teeth whitening coverage is a great way to get patients into the dentist’s office. Most professionals will not begin any cosmetic procedures until they have cleaned a patient’s teeth and checked their dental health.

A number of statistics show that Americans need to focus more on dental health. Working adults lose more than 164 million hours away from the job each year because of oral health problems and dental visits, according to the Center for Disease Control. A 2006 survey from The Guardian Life Insurance Company of America revealed that workers get the message, with 89% of the respondents saying that they saw a direct link between oral health and their overall health. Periodontal disease affects 80% of American adults, according to a 2006 report by the National Institutes of Health. Gum disease has been linked to high blood sugar, heart disease, and even premature births.

An Important Social Asset

There is no escaping the fact that Americans put a very high value on their smiles. A 2007 survey from the American Academy of Cosmetic Dentistry (AACD) revealed that 99.7% of adults believe that a smile is an important social asset and 74% believe that an unattractive smile could work against them in their career. That number would probably skyrocket to close to 100% if they surveyed employees in southern California. If you have employer clients in Hollywood or in the entertainment industry, you should know about teeth whitening coverage.

Safer, Quicker, More Effective

Teeth whitening treatment can work to counter the yellowing of teeth due to aging and remove the stains from coffee or tobacco use. Consumers can contend the time-consuming process of using over-the-counter strips and treatments or consult with a dentist. Treatments under a dentist’s supervision are safer, quicker, and often more effective.
Celebrities aren’t the only ones who want movie star smiles. The AACD reports that whitening is, by far, the most frequently requested cosmetic procedure. Whitening is in demand because it works and it is relatively affordable compared to other cosmetic procedures. While whitening is less expensive than many other cosmetic procedures, the hundreds of dollars that consumers can save with insurance coverage is a great benefit amidst economic uncertainty and belt tightening.

Innovative Benefit Plan Design

Whitening coverage dovetails nicely with our industry’s expansion of dental benefits in the face of escalating healthcare costs. In the years ahead, innovative benefit plan design will become increasingly important including the expansion of coverage to new procedures, such as teeth whitening. Companies are worried about the cost of healthcare benefits and they have passed a growing share of the responsibility for premiums onto employees. In turn, Americans feel as if the rapid increase of medical benefits crowds out their ability to afford other benefits. New solutions will go a long way toward bringing value to benefits and helping companies and employees save on important expenditures.

Dental insurance has long been one of the most affordable, valued, and frequently used benefits. Good dental coverage helps employers a distinct edge by helping them compete for talent and keep employees healthy, happy, and smiling.

Incorporating exciting new features, such as teeth whitening, implant coverage, oral cancer screening, adult fluoride treatments, annual maximum rollovers, and discounts on Xylitol products to name a few, is a critical development to ensure the success of our clients, large and small.

Once you take a closer look at the upside of offering cosmetic whitening, you’ll see that the benefits of an increase in employee dental visits for preventive care, affordable and popular enhancement to employer benefits package, and an opportunity to distinguish your business. It will make this coverage something that you should add to your product line-up.
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Jim Pogue is VP, Group Dental and Vision for The Guardian Life Insurance Company of America. Jim has more than 27 years of insurance and healthcare experience. Jim is a graduate of Lebanon Valley College with a B.S. in Actuarial Science and has an MBA from Northwestern University, Kellogg Graduate School of Management. As the head of the Dental and Vision SBU, Jim is responsible for growth and product innovation.

Dr. Richard Goren is the second vice president, Group Dental, and National Dental Director for The Guardian Life Insurance Company of America, with responsibilities for PPO and DHMO network development and development of national DHMO plans, including the quality management program. He received his Bachelor of Science degree in Public Health and Doctor of Dental Surgery degree from the University of California, Los Angeles, and managed a private practice in Southern California for 14 years. He is a member of the California Dental Association and American Dental Association. For more information about Guardian Dental please contact: www.guardianlife.com/home/get_quotes_and_product_info.html