Promoting esthetic procedures in the prosthodontic practice.

The demand for esthetic services is large and growing. Emphasis on enhancing personal appearance is demonstrated in patients' increased demands for elective esthetic procedures. The techniques that have fueled this Esthetic Cultural Revolution fall under the expertise of prosthodontists. Prosthodontists, therefore, are in a position to establish themselves as the most qualified providers of these services. Prosthodontists must leverage their technical and treatment planning strengths with effective marketing strategies to address the esthetic expectations of today's patients. Marketing techniques with specific relevance to prosthodontists and esthetic dentistry are detailed.