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30 Jun 2010 | Australasian Dental Practice

news > Spectrum > Page 54

GlamSmile celebrates first birthday

GlamSmile has celebrated its first birthday in Australia following a year of intense consumer marketing that the company claims has revolutionised the cosmetic dental market. The system of minimally invasive pressed ceramic veneers are available through a franchise arrangement to dental practices that are assigned an exclusive geographic territory.

"Since we launched GlamSmile, it's been an amazing 12 months," said GlamSmile Australia's Managing Director Peter King. "We have dentists prescribing our veneers across Australia and given the continuing economic instability we are experiencing, it has proven to be a winner amongst patients looking for cost-effective cosmetic dentistry."

Mr King said the success of the system was two-fold. Firstly, the GlamSmile product itself allows dentists to offer a very cost-effective option for patients requiring veneers thanks to a combination of conservative lab fees and operating efficiencies in delivering treatment. In regard to the latter, the "waifer-thin" design of the veneers requires minimal or no tooth structure to be removed during the preparation phase, thus saving time; similarly, the delivery system allows 6-10 units to be cemented in less than an hour.

The second factor Mr King attributes to the success of the system is the large scale public advertising and marketing campaigns undertaken on behalf of member dentists that has driven consumer demand to participating practitioners. GlamSmile has continually graced the pages of the country's highest selling magazines and been broadcast to millions of households through subscription television.

"With over a million dollars in advertising in the first 12 months of operation, GlamSmile's unprecedented delivery of it's message appears to be getting through to the public," Mr King said. "There is soaring interest with thousands of Australians each month responding who are genuinely interested in a low cost smile makeover option. These consumers are then directly referred to a nearby GlamSmile member dentist for assessment and treatment.

"Despite consumers having to be more financially conservative in recent times, the response to the 'smile makeover everyone can afford' campaign we've been advertising has met with overwhelming appreciation from patients and dentists alike.

"This constant advertising has also benefitted GlamSmile dentists by building a higher quality dedicated patient base and significantly stronger profitability."

Mr King said that in addition to the standard range of veneers which do not include characterisation offered at the launch of the system, a new flagship 'Platinum' range has subsequently been introduced and is becoming the preferred choice of GlamSmile Dentists.

"The Platinum veneers are the most affordable, natural looking porcelain veneers in Australia and are much closer to what high end cosmetic dentists have traditionally prescribed," he said. "If you looked at GlamSmile in the past, then this new addition to our range will cause many dentists to rethink participating in the program."

GlamSmile is sold as a franchise in Australia and participating practices are assigned an exclusive territory and have access to the exclusive product range. Territories are still available. Once a dentist has secured a territory, no other practice within that area can offer GlamSmile to its patients. All interest generated within their area from marketing will flow directly to that practice.

"Whilst it is impossible for any single practice to invest in such a monumental advertising campaign, the combined force of the GlamSmile network allows its message to be consistently presented across a broad range of high exposure media for a relatively minute investment on its members' behalf," Mr King said. "We make no secret of the fact that as more dentists become involved with the program, the greater the pool of funds available to invest in advertising on their behalf and the greater the flow on benefits. Last year we attracted 56,000 people to our website who were looking for a cosmetic makeover – now with TV advertising as well as Magazines we are aiming at over 100,000."


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