Dental
New Dental Products and Services: Keeping Clients Healthy and Smiling
by Richard Goren, D.D.S
The toothbrush is rapidly becoming a front-line defender of health and wellness.
Market demand for preventive healthcare and disease management is leading to innovative plan designs in dental benefits.
More scientists are observing what appears to be an inextricable link between the health of the mouth and that of the body. Periodontal disease is associated with higher risks for a remarkable number of life-threatening conditions including heart disease and diabetes. It also correlates with premature birth and low birth-weight babies. Latest in the pile of mounting evidence is a recent Harvard study, which revealed that people with gum disease experience a 63% increased risk for pancreatic cancer.
Researchers expect to discover more examples of the mouth-body health connection in coming years. Their holy grail is finding a direct causal relationship, perhaps showing that oral bacteria can cause bodily infections.
But, ordinary Americans who care about their health have heard all they need to know and they're acting on it. Eighty-nine percent Most are convinced that the way they care for their teeth reflects on their general health and wellbeing, according to a national survey of adult consumers by The Guardian Life Insurance Company of America. TheyÕre taking care to guard their oral health through good hygiene and prudent use of their benefit plans. Seventy percent visit the dentist at least once a year, while 47% do so every six months.
These are encouraging findings. More people than ever appreciate the importance of professional dental care. Oral health habits have changed for the better compared to the habits of 20 years ago.
Likewise, employers are increasingly getting the message about the importance of offering dental benefits an employer-paid or voluntary offering. Even small businesses are beginning to get in on the trend, although their participation still usually hinges on a broker approaching them with some options.
Employers often view dental coverage as part of their health plan's preventive care and disease management approach. But, they also want to keep employees happy. Dental coverage is the most popular voluntary benefit in the workplace, according to a 2004 report by LIMRA International. It is consistently one of the benefits most demanded by employees.
Meanwhile, insurers are fueled by the idea that oral health affects our overall well-being are doing everything they can to enhance their dental plans. For example, a few leading-edge carriers offer dental implants as part of their standard coverage. Also, several of the major insurers offer dental implant coverage for an additional premium or dental implant discounts. In previous years, this treatment was seen as cosmetic and far too expensive to be covered. But, time has shown that implants have a high success rate, requiring less maintenance than do bridges, crowns, and dentures. A successful implant procedure can go a long way in maintaining a healthy mouth.
WhatÕs more, dentists are more likely to recommend implants than other procedures, according to a 2003 survey by the American Association of Oral and Maxillofacial Surgeons. Meanwhile, 66% of Americans say tooth replacement is a medical necessity, not just a cosmetic nicety, according to GuardianÕs findings.
But, dental implants are admittedly expensive. It can cost thousands of dollars to replace even one tooth. But, the leading insurers have found a clever way around this market reality. They are letting consumers roll over part of their maximum annual dental benefit into the next year to help pay for extraordinary dental expenses.
The connection between dental and overall health inspired included extra cleanings for those who need them and special care for pregnant women. Now, insurers are adding even more benefits.
One of the newer benefit enhancements is fluoride treatment for adults. Most plans end coverage for such treatments at age 19 because fluoride treatments make the biggest impact in childhood. However, the evidence shows that adults can benefit from having fluoride applied to the gum line, where most tooth decay begins. Such treatment can actually strengthen the tooth's structure and prevent decay.
This kind of inexpensive treatment prevents the need for implants, bridges, and crowns later on. It is a perfect example of why insurers should cover such treatments and why your plan clients should care.
Leading insurers are also taking aim at preventing oral cancer. Some 34,000 Americans will be diagnosed with oral cancer in 2007, according to the Oral Cancer Foundation. Although early detection is key to surviving this particularly deadly cancer, just 35% of oral cancers are discovered through early detection.
A new tool called Vizilite Plus, manufactured by Phoenix-based Zila Pharmaceuticals, uses a fluorescent light to reveal problem areas in the mouth that are not visible to the naked eye. Dentists around the country are signing up to provide the service.
Already among the most valued employee benefits, dental coverage will only become more popular as the public becomes more educated about the importance of oral health. Employers that don't offer dental coverage are ripe for a fresh approach from brokers who want to help them build their benefit plan into a more valuable tool for both the company and its employees.
Savvy clients will want to know about their new coverage options in light of new medical findings. Here's your chance to show them that you understand their goals of keeping health costs as low as possible while building a healthy and happy workforce. Be the first to let them know.
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Dr. Goren is the second vice president, Group Dental, and national dental director for Guardian Life Insurance Company. His responsibilities include PPO and DHMO network development, dental claim review policy, risk management, and development of national DHMO plans, including the quality management program. He also serves as President and CEO of First Commonwealth in the Midwest. Dr. Goren was the dental director for Managed Dental Care of California, a wholly owned subsidiary of the Guardian from 1996 to 1999. He maintains an active role in that company as chairman of the Board of Directors. He was also a charter member of the California Department of Corporations Quality of Care Working Task Force.
He received his Bachelor of Science degree in Public Health and Doctor of Dental Surgery degree from UCLA and managed a private practice in Southern California for 14 years. He is a member of the California Dental Association and American Dental Association.
