title: Ethical marketing in 'aesthetic' ('esthetic') or 'cosmetic dentistry' part 2.
abstract: This is the second article in a series of three. It is essential to find out from patients what it is that they hope to achieve when requesting an improvement in their dental appearance. Their expectations, hopes and fears need to be explored in detail. The long-term biologic costs of some invasive procedures need to be explained to patients in advance so that they can make properly informed decisions. Failure to do so renders the practitioner vulnerable to a charge of behaving unethically. The differences between ethical marketing and selling are explained including the historic development of marketing.
  
  
  CONCLUSIONS
  A practical approach, using a modification of the Edward de Bono Six Thinking Hats model is described to help ethical practitioners to develop sound treatment plans when dealing with complex aesthetic problems.
authors.affiliation: King's College Hospital, London SE5 9RS.
authors.forename: Martin G D
authors.initials: MG
authors.lastname: Kelleher
authors.forename: Serpil
authors.initials: S
authors.lastname: Djemal
authors.forename: Nicholas
authors.initials: N
authors.lastname: Lewis
mesh_terms: D003812:Dentist-Patient Relations; D004955:Esthetics, Dental; D040861:Ethics, Business; D004990:Ethics, Dental; D006801:Humans; D008389:Marketing of Health Services / Q000941:ethics* / Q000331:legislation & jurisprudence; D011215:Practice Management, Dental / Q000941:ethics*