Getting started in aesthetics for dentists

Dentistry and facial aesthetics naturally complement each other, making aesthetics an exciting and profitable addition to dental practices. With the UK aesthetics market continuing to grow, it’s no wonder that more dentists are interested in adding facial aesthetics to their practices.

Here's how you, as a dentist, can explore and establish yourself in the growing field of non-surgical cosmetic treatments.

Why should dentists offer aesthetic treatments?

Dentists have transferable skills that make them well-placed to offer aesthetic treatments, from clinical skills and anatomical knowledge to experience running or working in private practices.

Here are a few of the advantages of having a dental background if you want to start offering aesthetic treatments.

• Anatomical expertise: Dentists already possess an in-depth understanding of the face's anatomy, especially around the mouth and jaw – essential knowledge for aesthetic procedures
• Precision: Handling small, intricate tools and needles is a part of dental work, making procedures like fillers a natural progression
• Patient management: Dentists are experienced in helping anxious patients feel at ease – an invaluable skill when providing aesthetics

Many dentists choose to add aesthetic treatments to their dental practice. The advantages of this are:

1. It allows you to diversify your services
   Adding facial aesthetics enhances the range of treatments you offer, attracting new clients while retaining existing ones by meeting their evolving needs.
2. You can boost your income potential
   With the facial aesthetics market valued at £3.6 billion in the UK, non-surgical treatments like botulinum toxin injections and dermal fillers dominate, providing opportunities to scale your income.
3. Holistic patient care
   Aesthetic treatments align with a multidisciplinary approach to health and wellness, extending your role as a practitioner who cares about patients' overall confidence and satisfaction.

Key challenges in the aesthetic industry

While there are significant advantages, the shift to aesthetic medicine is not without challenges. Understanding these early on can help you prepare effectively:

Regulation

• The aesthetics industry is under regulated compared to dentistry. Make sure you choose accredited training and follow GDC guidance to maintain professionalism
• You can read the GDC’s response to the consultation on the licensing for non-surgical procedures here

Business knowledge

• Running an aesthetics business requires skills in marketing, finance, and patient retention– areas dentists may need to upskill in. However, many dentists have the advantage of already working in the private sector rather than making the leap from the NHS into private practice as many medical colleagues from medicine do

Managing expectations

• Communicate clearly with patients about what is achievable to avoid dissatisfaction or negative reviews
• Deliver exceptional outcomes to build trust and encourage word-of-mouth referrals

Ongoing learning

• The industry evolves rapidly. Commit to continuing professional development (CPD) to stay competitive and compliant with GDC regulations

Keeping up with industry standards

• The aesthetic sector is evolving rapidly, with new treatments, techniques, and regulatory requirements. Staying competitive means committing to ongoing training and adhering to best practices set by governing bodies

Hamilton Fraser’s step-by-step guide to starting your aesthetic practice

If you’re ready to start your journey in aesthetics, follow these steps to make sure you have a solid foundation:

Maintain your GDC registration ‍

Active GDC registration is essential for practising both dentistry and aesthetics. Organisations like the British College of Aesthetic Medicine (BCAM), offer memberships that connect practitioners with resources, support networks, and additional credibility. You can find out about their dentists’ associate membership here.

Active GDC registration is essential for practising both dentistry and aesthetics. Organisations like the British College of Aesthetic Medicine (BCAM), offer memberships that connect practitioners with resources, support networks, and additional credibility. You can find out about their dentists’ associate membership here.

The GDC advises: “If you choose to offer Botox or other non-surgical cosmetic procedures the GDC expects the same high standards of you, whatever the type of treatment you are carrying out. In particular, you will need to ensure that you only work within your knowledge and professional competence, adhere to the Council’s standards at all times, and be prepared to back up the decisions you make.

You need to also ensure that you have appropriate indemnity cover. Careful thought also needs to be given to maintaining professional standards in relation to advertising these services.”

Get medical malpractice insurance

The GDC requires that dentists offering such services stay up-to-date with training and maintain appropriate insurance, so make sure you also obtain medical indemnity insurance tailored to aesthetic treatments. Hamilton Fraser offers comprehensive medical malpractice coverage specifically tailored for dentists.

Undertake accredited training

Look for training programmes that are accredited by reputable bodies and provide both theoretical knowledge and hands-on practice. For more information, read our guide to training and CPD.

• Start with a Foundation Course in botulinum toxin and dermal fillers to gain essential skills
• Consider a Level 7 Diploma in Aesthetic Medicine for advanced expertise and compliance with industry standards

Choose your working model

• Add services to your existing dental practice: Has the advantage of an existing database and clinical set-up. Facial aesthetics services often sit well alongside dentistry
• Become a mobile practitioner: Low overheads but limited access to suitable facilities
• Partnership with clinics: Collaborate with dental or beauty clinics for shared spaces and clients
• Start your own clinic: If you don’t have an existing dental practice, you might consider starting your own aesthetics clinic. This gives you greater control and higher revenue potential, though it requires more risk and investment
• Join an established clinic: Benefit from a ready-made client base but with revenue sharing

Conduct market research

To build a successful practice, it is essential to analyse your market thoroughly. Begin by assessing the local demand for aesthetic services, studying your competitors, and identifying any unmet needs or opportunities that you can address.

Build an online presence

• A professional website and social media profiles showcasing your expertise are essential
• Use before and after photos, educational posts, and patient testimonials to engage potential clients

Deliver a premium patient experience

Patient satisfaction is the cornerstone of a thriving practice. Here are some of the key ways you can help provide a positive experience for your patients:

• Set realistic expectations and provide thorough consultations. Be upfront and transparent during consultations about the potential outcomes and any limitations of the treatments. Clear communication helps manage expectations and fosters trust
• Build strong connections and take the time to understand each patient’s individual needs and goals, creating a genuine rapport. Happy and engaged clients are more likely to return and recommend your practice to others
• Prioritise follow-up care by providing detailed aftercare instructions and schedule follow-up appointments to monitor progress, maintain excellent results, and reinforce trust and loyalty

You can read our article on how to make sure patients leave happy here.

Source quality products

• Avoid “grey market” suppliers and prioritise patient safety by doing due diligence on any injectables products or aesthetic devices/equipment.

Develop a detailed business plan

A business plan acts as a strategic guide for your aesthetic practice. It should outline an executive summary, a business overview, your marketing approach, financial forecasts, and operational strategies. Crafting a comprehensive and organised business plan is essential, especially if you require financial backing to launch your practice.

Expert insights for dentists entering aesthetics

Dr Raquel Amado, whose background and training is in dentistry, runs the award-winning Dr Raquel Skin and Medical Aesthetics Clinic in Kent. She advises:

Get past the stigma ‍

“One of the major hurdles of developing a successful aesthetics clinic is to build a client base – which is a challenge in itself without the obstacle of patients’ negative associations of going to the dentist”, says Dr Amado. “There is an historic association between dentistry and pain or an unpleasant clinical experience. Although cosmetic dentistry is more popular than ever, many people associate dentists with painful medical procedures – fillings, tooth removal, even wire braces from when they were teenagers! Retiring from dentistry and moving into aesthetics requires totally disassociating with this stigma.

“Dentists are perfectly placed to become aestheticians, as they have an in-depth knowledge of the anatomy of the face. Dentists are used to working in confined spaces with syringes and instruments, and, of course, rebuilding smiles takes an artistic eye.

“We are also experts in pain relief, and the delicate and dexterous process of injecting the mouth – one of the most sensitive parts of the body. You really couldn’t ask for better expertise.”

Build your own practice

“I know that setting up your own practice can seem intimidating – but from my experience, it’s vital to success”, says Dr Amado. “Even if it’s a single, small consultation room in your current dental practice to begin with, expanding into a new, dedicated space – without a dental chair and the smells and sounds associated with being at the dentist.

“My own business didn’t begin to take off until I completely severed my ties from dentistry; I was able to start my aesthetics practice with a ‘clean slate’ and build a whole new brand.

“Of course, this means a significant investment in your new business – so you need to be prepared to take an initial financial hit, especially if you decide to go into aesthetics full-time. Don’t jump into aesthetics without a plan and without being in a secure enough position financially to be able to make it work. It’s a big commitment and you need to be ready for it.

“You won’t be fully booked from day one, so one option might be to register for locum work as a dentist, or work part-time at an already established aesthetics clinic. This will give you a secure stream of income for future expansion, as well as giving you time to develop relationships with new patients and build your reputation.”

Do your homework and skill-up

“Being a skilled aesthetician is just the first part of the battle; you’ve got to be able to market yourself and grow your patient base, and that takes an investment in time and money”, says Dr Amado. “Don’t overlook the business-side of your new practice in the excitement of moving into a new industry.

“Your experience in dentistry will set you up for aesthetics clinically-speaking, giving you a good foundation for dealing with issues around patient care, consent and in managing patient expectations. However, you will need to invest in expanding your expertise, as aesthetics – as with all medical sub-specialisations – is a constantly developing field. You need to seek out new skills and qualifications to increase your knowledge of evolving industry innovations and techniques.”

Medical indemnity insurance for dentists

For aesthetic dentists, medical indemnity insurance is a vital safeguard against potential claims and is important to make sure you are compliant with professional standards. Since 1996, Hamilton Fraser has specialised in providing tailored insurance solutions for aesthetic practitioners, offering comprehensive coverage that aligns with General Dental Council (GDC) requirements and addresses the diverse needs of dentists working in aesthetics.

The GDC’s guidance says dentists offering non-surgical aesthetic treatments must have the appropriate indemnity cover.

Insurance will become a legal requirement under proposed new regulations and a licensing scheme for cosmetic practitioners, which are likely to come into effect in late 2025/early 2026.

Dentists in the aesthetics field face unique risks, such as complaints of dissatisfaction or negligence. Without adequate insurance, practitioners could face significant personal financial liability for legal and compensation costs. Medical indemnity insurance protects your professional reputation, provides peace of mind, and assures patients of your commitment to the highest standards of care.

Key benefits of medical indemnity insurance:

• Legal protection: Covers legal defence costs if a claim is made against you. This includes claims related to treatment errors, adverse outcomes, or negligence
• GDC compliance: Makes sure you meet mandatory requirements for insurance, safeguarding your ability to practice legally
• Reputation management: Demonstrates your professionalism and instils confidence in patients within the competitive aesthetics market

Our article, ‘7 reasons why you need cosmetic insurance’ explains the benefits in more detail.

Why dentists trust Hamilton Fraser

Hamilton Fraser has built a reputation as a leading provider of cosmetic insurance by working closely with key organisations such as the British College of Aesthetic Medicine (BCAM), the Joint Council for Cosmetic Practitioners (JCCP), and others.

Here’s what sets Hamilton Fraser apart:

• Exceptional customer support: Recognised at the Safety in Beauty Awards 2023 for outstanding service, offering personalised advice whether you’re new to aesthetics or expanding your practice
• Award-winning policies: Named "Best Specialist Insurance Provider" at the Insurance Choice Awards 2023, with an impressive 4.96-star customer rating
• Comprehensive coverage: Policies tailored to aesthetic dentists cover a wide range of procedures, from botulinum toxin injections to advanced treatments
• Educational resources: CPD-accredited events and resources, such as the Aesthetics Business Conference, help practitioners grow their careers while maintaining safety and compliance

“At Hamilton Fraser, we recognise the importance of claims support.  We are here to provide assistance and advise you when you need us the most.   What sets us apart from other leading insurers is that we have the authority to discuss and approve gestures of goodwill refunds and free treatments to patients if they are dissatisfied with the results.  This means that if you have an unhappy patient who is not happy with the results, we do not need to refer to the Insurers.  Refunds and free treatments are commercial decisions by you/your company, but we can assist with the wording of the offer letters to prevent it from becoming a formal claim.   This type of dissatisfaction will not be recorded as a claim on your policy.  Any injury is reportable to insurers, but we are still on hand to assist throughout the entire claims process.”

- Emma Bracchi, Senior Client Services Technician  

Key features of Hamilton Fraser’s insurance packages for dentists:

• High coverage limits: Up to £10 million in indemnity coverage, with a standard limit of £5 million
• No policy excess: No excess required for botulinum toxin and temporary filler treatments
• Extended reporting period: Coverage for claims made up to five years after your policy ends
• Public and product liability: Protection against third-party injuries or property damage
• Customisable policies: Options to add coverage for cyber liability, clinic insurance, and more
• Free legal helpline: Access expert legal advice with a free 30-minute consultation with a healthcare legal advisor

Explore Hamilton Fraser’s Content Hub for more insights

For further information on how to become an aesthetic dentist in the UK, check out Hamilton Fraser's Content Hub  – a resource designed to support aesthetic practitioners on their journey. Here, you will find our detailed guide on How to become an aesthetic practitioner.

Ready to protect your practice?

Hamilton Fraser’s insurance solutions make sure aesthetic dentists are equipped to handle the complexities of their practice while maintaining compliance and safeguarding their reputation. With over 25 years of experience supporting aesthetic professionals, Hamilton Fraser is your trusted partner for medical indemnity insurance. Contact our team today to discuss your needs.

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