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Professional News Articles : : ON PRACTICE MANAGEMENT by Janyce Hamilton : Snap-on smile feeds into the instant makeover frenzy

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Snap-on smile feeds into the instant makeover frenzy

July 13, 2006

In this era of plastic surgery reality TV, it can hardly be shocking that some patients want more from dentistry. They want a perfect smile in time for the wedding, the prom, the interview, their first date next week. Patients want what they want. They push dentists to try for a home run every time. Next time you get a frown when you explain what 18 months of braces would do for your patient, try this: “Sounds like you want to snap-on a new smile.” When they agree, Trident Labs and Marc Liechtung, DMD, would like you to slip them a brochure.

This is a concept that is less cheesy than it strikes the ear, once you see an arch. They have the translucent look, and slippery glass feel of human teeth, but they are prosthetic. Below, I interview Dr. Liechtung on his invention.

Janyce Hamilton (JH): Who are you?

Dr. Liechtung (ML):  I am a Manhattan cosmetic and restorative dentist who invented Snap-On Smile.  My prestigious dental practice, Manhattan Dental Arts, in New York City provides the latest dental techniques and services to patients. I have been in practice for over 18 years and in addition to Snap-On Smile I offer services such as dental implants, porcelain laminates, tooth whitening, periodontal treatments, preventive care, crown and reconstructive bridge work and all porcelain crowns.  I graduated from the University of Pennsylvania, one of the most world-renowned dental schools with the best fellowship program in the country. After graduation, I attended an Advanced Restorative and Implant fellowship at the University of Pennsylvania. I am a member of the New York City Dental Society, American Dental Association, Academy of Cosmetic Dentistry, and the Mid-Manhattan Advanced Dental Study Club. My newest undertaking in the cosmetic dentist industry is the creation and trademark of the revolutionary dental device, Snap-On Smile, which has attracted the attention of the press, celebrities and consumers worldwide.

JH: Where did you ever get the idea to create a Snap-On Smile? Is this your idea alone?

ML:  Snap-On Smile is my own invention. As a cosmetic dentist and entrepreneur I wanted to find an alternative to costly procedures like veneers, so that my patients could afford to have a beautiful smile. I believe that patients should never leave their dental practice without seeking treatment that accomplishes their goals and suits their lifestyle.   

JH: Can everybody reading this column find a dentist within an hour's drive who can make one of these?

ML: My new partnership with Trident Labs (Hawthorne, CA) is bringing Snap-On Smile to dental practices internationally. To date, I have over 5,000 dentists who provide the device to patients.

JH: How much on average will it set them back money wise?

ML: The estimated cost [to the patient] for Snap-On Smile ranges from $800 to $1,600 per arch.

JH: How real does it look?

ML: Let me put it this way, I have been wearing Snap-On Smile everyday since I first created it in 2004 and no one has ever been able to tell that I have the device in. In fact, people are usually shocked to find out that I wear a Snap-On Smile because my teeth look so normal.

JH: How does the dentist know which smile to make for a patient?

ML: When we meet with our patients we have a full consultation with them about choosing a smile. We present them with our smile style guide, which offers 18 different shapes and numerous examples of celebrity smiles. They then choose the type of teeth and color that suits their needs. Some people really want a bright white color, while others opt for a more natural color.

JH: How did you get Britney Spears and other celebrities to agree to have you make a model of their smiles?

ML: We have never had an objection from a celebrity about the device, but also we do not refer to the smile as the “Britney Spears” smile. We call it the “Britney” smile.

JH: Can you see a line at the gingivae?

ML: No. There is no line and there is no pressure from the device that can cause gums to looked stressed. The device is made to snap on to perfectly fit the grooves of teeth.

JH: Can you chew and drink with them in?

ML: Yes, you can chew and drink with them.

JH: What is the process and the materials involved?

ML: The patient and dentist meet and review smile options and styles. Once the patient chooses the style device they want the dentist makes a dental impression of existing teeth in order to create a customized resin prosthetic model that actually snaps onto the existing teeth. The patient's present teeth are used as an anchor for the Snap-On Smile through the use of flexible resin which attaches onto the remaining teeth. After a patient is fitted, the mold is sent to the lab and made into a Snap-On Smile to fit their needs. In about three weeks, the patient returns to the dentist to receive the device. 

JH: How long do they last?

ML: The average lifetime of a Snap-On Smile is three to five years.

JH: Do they stain?

ML: No.

JH: Do they affect speech (some with dentures sound like they are slurring their speech)?

ML: No. Although it takes about a day to get used to having a foreign device in your mouth, Snap-On Smile fits right over your teeth so there is no material on the roof of your mouth that would cause slurring.

JH: What type of patient benefits from this product?

ML: All patients who want a beautiful smile without undergoing a painful and expensive procedure benefit from Snap-On Smile.

JH: What are the advantages over the typical cosmetic dental restorative treatments?

ML: For those who desire whiter or straighter teeth, this invention is a much quicker and more cost effective option. Snap-On Smile is highly recommended for people who have worn, discolored and missing teeth, and for those who have ground down their teeth. Once snapped into place, the Snap-On Smile device gives the appearance that tooth flaws like crooked, missing or darkened teeth are instantly corrected.

JH: How would a patient clean and maintain their snap-on smile?

ML: Snap-On Smile can be worn all the time, even while sleeping, and only requires removal in order to clean the underlying teeth and device. Practicing good dental hygiene daily, brushing, removing and cleaning Snap-On Smile is highly recommended.

JH: Does wearing a Snap-On Smile every day trap food debris/plaque underneath and at gums, thereby increasing gingival irritation and caries potential?

ML: No. As long as you remove it to brush your teeth and clean the device each day your Snap-On Smile will have no negative impact on your oral hygiene.

JH: For the daily wearer, are more dental visits required?

ML: No.

JH: Can one have different smiles for different looks, such as day, evening?

ML: Yes, in fact we have many patients who have requested different designs for different occasions such as weddings, parties and reunions.

JH: What kind of education does a practitioner need to acquire to make a smile for patients?

ML: In order to make a smile for a patient they only thing a practitioner needs to do is know how to take an impression, which of course they do all of the time.  Once the impression is taken of the patient's mouth, the mold is sent off to the lab to be made into a Snap-On Smile.

JH: Are Snap-On Smiles easy for dentists to place? Can staff members do any of the fitting and placement?

ML: Yes. If they know how to take an impression they can offer the device.” 

JH: Does insurance cover it?

ML: Most insurance companies do not cover cosmetic work. That is why I created this device. I was finding patients who were devastated because they did not have $30,000 for veneers and could not get financial help or coverage for the procedure.  Snap-On Smile is a much more cost effective option.

JH: What is the benefit to doctors in offering this to patients?

ML: I believe a patient should never leave a practice without treatment and that they should not have to spend thousands of dollars that they do not have for a beautiful smile. This is a device that makes people incredibly happy and when patients are happy, so are doctors. 

JH:  Is the product taking off—are you encouraged by the interest shown by dentists and patients since you began offering it?

ML: I began offering Snap-On Smile to my patients in New York two years ago. I now have over 5,000 dentists internationally offering the device to their patients.  In the U.S. alone, over 400 people each week are now being fitted for a Snap-On Smile.  I would like to think it has taken off tremendously and I believe it will continue to until every dentist in the world offers Snap-On Smile.”

To obtain more information, contact Trident Dental Laboratories, (800)221-4831 or www.tridentlab.com.

Janyce Hamilton is a Chicagoland freelance dental writer and editor. Send suggestions for topics to be covered, or any comments on this column, to review@cds.org.

Copyright 2006, Chicago Dental Society