Cosmetic treatment coverage leads to proactive health consumers

Personal experience - health insurance companies have a bigger role in deciding what's "medically necessary" then a physician.

If you are one of the millions of consumers that can relate, then it may strike you as unusual that a dental insurance provider, Guardian, announced an extension of dental coverage to cosmetic dentistry expenses.  Guardian will reimburse for professional teeth whitening, a non-essential, cosmetic treatment.

Guardian's change has nothing to do with new found altruism or a desire to see an increase in smiling. They understand that cosmetic treatments like teeth whitening will get more employees into the dreaded dental chair, proactively, before costly oral health problems materialize.

Frankly, it's surprising that teeth whitening isn't a near-cost free service - a tactic used by all dentists to acquire patients.  My dentist does a 50% off for a teeth whitening (new patients only), and smartly uses the opportunity to get inside people's mouths. Once in that chair, it's almost a sure bet the patient will get teeth cleaning, a few cavity filling replacements, and perhaps a high-margin $8000 porcelain veneer job.

The bean counters at the insurance companies should recognize the benefit of aesthetics coverage for other cosmetic treatments.  For instance, I can think of no better way to get early skin cancer detection then by offering coverage of chemical peels and laser skin resurfacing.

Cosmetic service providers - dermatologist, surgeons, estheticians - motivate the health consumer to act proactively.  Professionals deliver personalized advice on topics ranging from ways to avoid sun damage to proper nutrition. Given that our health system remains geared toward a reaction to problems, don't expect insurance enlightenment to go far beyond Guardian's teeth whitening plan.  And find me a cosmetic dermatologist that wants to deal with insurance...

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