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The Business of Whitening: Simple to Implement, Impossible to Ignore

In a time when patients are willing to invest significantly in enhancing their smiles through modern dental treatments one simple service has the power to elevate treatment outcomes, increase patient satisfaction, and drive untapped revenue, yet it is often overlooked or treated as an afterthought: professional whitening. It is time for dental practices, especially through their dental hygiene departments to reclaim this space, not as a cosmetic upsell, but as a strategic, clinical enhancer that deserves a conversation in almost every treatment plan provided.

Whitening is Not Cosmetic, It's Strategic

Too often, whitening is filed under the “nice to have” category, rather than as a clinical enhancement that directly supports restorative and orthodontic outcomes. But here’s the truth: every anterior restoration is a missed opportunity when whitening was not discussed beforehand. Two weeks is all it takes to brighten teeth before a patient invests in veneers, crowns, or composites and ensure those restorations match their smile, not their former shade.


Similarly, orthodontic patients, already financially and emotionally invested are primed for whitening. Whitening enhances their progress, boosts their satisfaction, and reminds them their investment is worth it.

So why are we not doing this more often?

Today’s patients want simple, effective whitening solutions. That’s where trusted professional options like Opalescence Go™ and Opalescence Boost come in.
Opalescence Go™ offers an easy take-home system with prefilled trays, ideal for patients who want professional-grade whitening at an affordable price. It’s easy to use, comfortable, and delivers visible results, without the hassle of impressions, models, or lab time. For busy adults, teens in ortho, or anyone looking to enhance their smile with convenience, this is a win.


On the other hand, Opalescence™ Boost™ is designed for patients who want immediate results in a single visit. The in-office treatment delivers powerful whitening in about an hour, perfect for weddings, graduations, proms, job interviews, or those who simply prefer not to wait.

 

The problem? Most dental offices have zero whitening treatments provided per month, not because patients aren’t interested, but because it’s never mentioned. There’s no marketing material in the office. No conversations. No protocol.


When patients don’t even know whitening is available in their dental practice, they assume they need to look elsewhere. That’s a clinical and financial opportunity slipping through the cracks every single day.

Measuring What Matters: Unlocking Whitening Revenue

Many practices miss out on significant revenue simply because they do not track whitening metrics. Monitoring key data, such as the number of whitening consultations, accepted cases, and treatments performed, helps identify gaps, celebrate wins, and motivate your team to consistently offer this high-value service. Without
measurement, whitening remains an overlooked opportunity rather than a reliable revenue stream.

Your Dental Hygiene Team: The Frontline of Whitening Success

Dental hygienists are positioned at the perfect intersection of prevention, education, and trust. Patients open up during their dental hygiene appointments. They listen. They ask questions. And most importantly, they act when a trusted professional recommends
something.


But without systems, protocols, or even permission, many dental hygienists don’t bring up whitening at all. It's time to change that. Empowering the dental hygiene department to lead whitening conversations, especially when it’s tied to a treatment plan or upcoming procedure transforms whitening from a “nice extra” into a smart clinical standard.

The Reality

Whitening isn’t a trend; it’s here to stay. If your practice isn’t leading this conversation, your patients and revenue will go elsewhere to get it.

KEY TAKEAWAYS

1

Leverage your dental hygiene team’s unique patient access to identify whitening candidates,
manage sensitivity with fluoride varnishes, and motivate patients through visible shade tracking.

2

Make whitening a standard part of treatment planning by offering trusted, easy-to-use options

like Opalescence Go and Boost that fit patient lifestyles and deliver results.

3

Drive consistent promotion and track whitening metrics within your practice to close gaps,
celebrate growth, and unlock missed revenue opportunities.

REFERENCES

i Centers for Disease Control and Prevention. Oral Health Surveillance Report: Trends in Dental Caries and Sealants, Tooth Retention, and Edentulism, United States, 1999–2004 to 2011–2016. Atlanta, GA: Centers for Disease Control and Prevention, U.S. Dept of Health and Human Services; 2019. Last Reviewed November 2022 - https://www.nidcr.nih.gov/research/data-statistics/dental-caries/adults

About the Author

Jennifer Turner, RDH & CEO, Hygiene Headquarters

Jennifer Turner is a transformative leader in dental hygiene
known for driving strategic growth and clinical excellence. Recognized among the 10 Most Admired Women in Business 2025 and twice honoured as Dr. Bicuspid Educator of the Year, Jennifer has proven experience leading dental hygiene in Canada’s two largest DSOs. A dynamic speaker and expert, Jennifer inspires teams and reshapes the future of dental hygiene.

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This article was published in the Clinical Life™ magazine: 

Fall/WiInter 2025 edition

 

Clinical Life™ magazine is a premier periodical publication by Clinical Research Dental Supplies & Services Inc. Discover compelling clinical cases from Canadian and US dental professionals, cutting-edge techniques, product insights, and continuing education events.

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