Botox and fillers in a dental practice: what you can market in your state, and the Smile & Face plan that turns hygiene visits into aesthetics consults

By Benjamin Chua·Updated October 19, 2026·26 min read

A cosmetic dentist restores the portrait. Whitening, veneers, aligners, a new smile line. Then the patient looks in the mirror and something still feels off, and they can't name it. The portrait is restored and the frame is chipped. The lines at the corners of the mouth, the thinning lip, the folds that deepen when they smile. Facial aesthetics is frame work. You already own the portrait, you already have the patient in the chair twice a year, and you already take the photos. That is why a dental practice is the warmest possible place to add neuromodulators and fillers, and also why getting it wrong costs more than it would at a strip-mall spa. Your family patients are watching.

This guide covers the part most "botox for dentists" courses skip, which is what you are allowed to market in your state, then gives you the Acquisition.com playbook for launching it: positioning, a bundle, the hygiene-chair question, the consult and pricing scripts, recall messages, signage, a 90-day plan and the KPIs. The federal layer on claims, photos, reviews and texts lives in the med spa marketing compliance guide; the rules there apply to a dental office running aesthetics marketing just as much as to a spa.

Can dentists do Botox in Texas, California, New York and Arizona? What the official pages say

The honest answer is that it depends on the state and on whether the use is tied to a dental treatment plan. Six states are in the table because those are the pages we could read. Each row says what the source says, what that lets you market, and where to confirm it. "Botox" appears where the source uses the brand name; everywhere else we say neuromodulator.

Two national points sit above the table. The ADA's own continuing education page for its neuromodulator and filler workshops carries this line: "Not all states permit dentists to administer botulinum toxins." It adds "Consult your state dental board before performing this procedure." That is a course disclaimer, not a House of Delegates policy; we found no ADA policy statement on injectables, and no AACD position either. The second point is about the word specialist. The ADA Code of Ethics (2026 edition, 5.H) lets a dentist announce as a specialist only in the specialties recognised by the National Commission, and cosmetic dentistry is not on that list of twelve. Describe your service as "cosmetic dentistry." Do not call yourself a "specialist in cosmetic dentistry" or a "facial aesthetics specialist" unless your state and the Code allow it. In Texas, 22 TAC 108.55 also requires "General Dentist" or "General Dentistry" directly after a general dentist's name in advertising.

Two marketing tracks: pick yours before you write a word

Everything below has a track A and a track B version. Track A is for Texas, California, New York and any state where the board ties injectables to dental health. Track B is for Arizona-style states where cosmetic use is inside the practice act, and for dentists whose licence category permits cosmetic use. If you cannot place yourself in a track from an official page, you are in track A until the Board says otherwise.

Step 0: the pre-marketing legal checklist

ACQ's rule, and ours: nothing is marketed until every item below is documented with the board page, carrier letter or counsel memo saved in a folder you can hand to an investigator. Do it for the state and for you personally.

Why dental patients are the warmest aesthetics audience you will ever have

Hormozi's Core Four puts warm outreach first because the people who already know you buy fastest ($100M Leads, p. 48). A med spa has to pay for every stranger. You have a recall base that walks in one to three times a year on a schedule, already says yes to out-of-pocket cosmetic work like whitening and aligners, and already hears your hygienists talk about maintenance and how the smile looks. You already take before-and-after photos, mockups and trial smiles. And in track A states you already ask about clenching, headaches and jaw tension at every exam, so a muscle and bite conversation is normal. The highest-return move in this whole guide is converting hygiene traffic into aesthetics or evaluation consults. Ads come last.

Positioning: Smile & Face design inside your dental brand

Keep the main brand. [Practice Name] Dental stays the name on the door. Facial aesthetics is a program inside it, with a program name: "Smile & Face Aesthetics at [Practice Name]" or "Smile & Lower Face Design Program." Never a second brand with spa language. The positioning sentence ACQ gave, which you can put on the website as is in a track B state:

“We're a cosmetic dental practice that designs your smile and the surrounding lower face in one plan, so your teeth and facial expression match.”

Track A version: "We look at how your teeth, bite and jaw muscles work together, and build one treatment plan around all three." The copy stance in both tracks is harmony, proportion, expression and choice ("if you'd like to"). Never "fixing," never a flaw the patient didn't name. Think of a phone: a bigger screen only looks bigger when the bezel shrinks with it. Teeth are the screen, the lower face is the bezel, and the point is that they are designed as one object.

The bundle: a 12-Month Smile & Face Refresh (track B)

A Grand Slam Offer is one a competitor cannot copy ($100M Offers, p. 32). A spa cannot offer this bundle because a spa does not control the teeth or the occlusion. ACQ's example plan, with the dose language corrected: cosmetic smile evaluation with photos; take-home whitening; two hygiene visits (your standard of care anyway); neuromodulator treatment with the dose set at your exam, limited to label indications; one syringe of hyaluronic acid filler where clinically appropriate; two follow-up visits for photos and touch-ups if indicated. The Value Equation ($100M Offers, p. 59 and p. 61) is why it works: visible planning and doctor involvement raise the perceived likelihood of a good result, scheduled hygiene visits remove the time and effort of coming back, and one team in one office removes the coordination.

Track A note: build the same structure around a "Bite & Smile Plan": full exam with photos and bite records, hygiene visits, whitening or other cosmetic dental work, a documented evaluation of jaw muscles and occlusion with any injectable as a clinical decision inside that plan, and review visits. Price the plan, never the injection, and keep the injectable out of the marketing copy entirely.

The hygiene-chair mirror question

The patient names the problem first ($100M Leads, p. 59). The hygienist hands over a mirror before polishing and asks one question. Three answers, three replies. Track B wording:

“While I'm finishing up, will you hold this and tell me if there's anything about your smile or the lower part of your face you'd change if you could?”

• If "these lines," "mouth corners," "lip thinning": "Thanks for sharing. Dr. [Name] has started a Smile & Face program that looks at teeth and the way the lower face ages around them. Would you like them to show you what's possible at the end today? It's just a few photos and a quick conversation."
• If "just my teeth": "Great, that's exactly what today's photos help with. I'll flag this so Dr. [Name] can show options."
• If "nothing": "Perfect. If you ever change your mind, just tell us you're curious about the Smile & Face program and we'll walk you through it."

“While I'm finishing up, have you noticed any clenching, jaw tightness, headaches in the morning, or wear on your teeth? Hold this mirror and show me if anything about how your teeth meet bothers you.”

In track A the follow-up is "Dr. [Name] evaluates jaw muscles and bite as part of your treatment plan. Would you like that added to today's exam?" No mention of the injectable. The dentist decides at the exam whether anything is indicated. Working rule: five conversations that turn into consults per 100 hygiene visits in the first 90 days, then 10 to 15. Track attempts on a tally sheet, not only bookings, so the team is rewarded for asking.

The dentist's consult script

1. 1

   Frame

   "You mentioned these lines around your mouth and wanting your smile to look a bit softer. My job is to design your teeth and the lower face so everything matches. I'll show you a dental-only option and a smile-plus-face option. You decide what feels right." Track A: "You mentioned the clenching and the wear. My job is to look at your teeth, bite and jaw muscles together and give you one plan. I'll show you what I found and the options."

2. 2

   Show two paths

   Path A is dental only: whitening, aligners, veneers. Path B is dental plus the facial aesthetics bundle. Photos on the screen, side by side. In track A the two paths are "restorative only" and "restorative plus the muscle and bite management I'm recommending," with any injectable described as part of the clinical plan, never as a cosmetic add-on.

3. 3

   Explain without promising

   "With neuromodulators for the upper-face lines on the product label, and filler for lines and volume around the mouth where appropriate, many patients see a softer expression and smoother transitions for several months. It's not permanent and results vary, but combining that with the smile work is what creates the biggest overall change in photos." The consultation structure in our consultation script guide applies here too.

4. 4

   Soft close on a scale

   "On a 1 to 10, how interested are you in doing both the smile and the lower-face refresh together at some point in the next year?" 8 to 10: "Great. Let's have [Treatment Coordinator] go over the exact plan and investment with you today so you know what it would look like, even if you start later." 5 to 7: "Totally fine. I'll have [Coordinator] give you numbers for both paths, and you can think about it." 1 to 4: "No problem at all. We'll stick with dental today. If you ever want to revisit the Smile & Face option, just tell us."

Presenting the price: best plan first, then the smaller option

Lead with the plan that fits what the patient said they wanted, then offer a smaller start ($100M Playbook Pricing, p. 14). The coordinator, using the made-up fees from the table:

“For what you told us you want to change, the plan that fits best is our 12-Month Smile & Face Refresh. It includes [list main elements] for a total of $1,800. Most patients either pay in full today or split that into three visits of $600.”

“If you prefer to start smaller, we can begin with just the neuromodulator treatment at $600 and keep the smile-plus-filler upgrade available any time.”

Working rules: one primary bundle, one smaller aesthetics-only option, and the status quo. Two or three payment dates, no financing lecture unless the patient asks. Risk reversal stays on the process, never the outcome: "If you don't feel heard or clear on the plan at your Smile & Face consult, we'll refund the consult fee" ($100M Offers, p. 124 and p. 135). Track A: present the Bite & Smile Plan the same way, with the downsell being the restorative-only path.

Recall email and SMS, consented channels only

Under 45 CFR 164.501, marketing "means to make a communication about a product or service that encourages recipients of the communication to purchase or use the product or service," with exclusions for treatment and certain health care operations communications. An email announcing a new aesthetics service to your patient list is a marketing communication on its face. Whether an exclusion covers it in your practice is a question for your compliance advisor, so the safe path is to send it only to patients who have opted into marketing messages from you, and to keep treatment details out of subject lines. Our text message marketing guide has the consent capture and TCPA timing rules.

“Subject: New: Smile & Face Aesthetics at [Practice Name]. You already trust us with your smile. Many patients asked for help with the lines and volume around the mouth so the teeth and face age together. We've added a doctor-led Smile & Face program: a cosmetic exam, photos, whitening, and personalized options for neuromodulators and fillers. If you're curious, reply SMILE and we'll add a no-cost Smile & Face discussion to your next hygiene visit. No obligation, just information.”

“Hi [First Name], it's [Practice] Dental. We now offer doctor-led Smile & Face Aesthetics (teeth + lower-face options like neuromodulators/fillers). Reply YES if you'd like us to add a free Smile & Face discussion to your next cleaning. Standard msg/data rates apply. Reply STOP to opt out.”

“Hi [First Name], it's [Practice] Dental. At your next cleaning Dr. [Name] can add a bite and jaw muscle evaluation if you've noticed clenching, headaches or worn teeth. Reply YES to add it. Standard msg/data rates apply. Reply STOP to opt out.”

In-office signage: curiosity, no shaming

• "Love your smile. Curious about softening the lines around it? Ask about Smile & Face Aesthetics." (track B)
• "Teeth and lower face, designed together. Ask your hygienist about our Smile & Face consult." (track B)
• "Already whitening? Many patients also ask about aging around the mouth. We can discuss options in your regular visit." (track B)
• "Clenching? Morning headaches? Worn edges? Ask your hygienist about a bite and muscle evaluation." (track A)

Placement: reception, hygiene rooms, consult room and the restroom, at eye level. Run every sign past the test in the mistakes section below: would your best long-term family patient feel respected reading it?

The 90-day launch plan

1. 1

   Weeks 1 to 2: checklist, offer, training

   Finish the legal checklist above and save the evidence. Choose one flagship bundle and one starter treatment (track A: one plan and one evaluation). Shoot 10 to 15 internal training photos using staff models, never patients. Train hygienists and dentists on the mirror question and the three replies: 20 role-play reps each.

2. 2

   Weeks 3 to 4: ask every patient, tag interest, message consented recall

   Mirror question with every hygiene patient, tallied. Create a "Smile & Face" (or "Bite & Muscle") note type in your practice management system to tag interest. Send the recall email and SMS to consented patients with hygiene visits in the next 60 days.

3. 3

   Weeks 5 to 8: website, Google Business Profile, light ads

   Add the program page under Cosmetic Dentistry and the matching services to your Google Business Profile. Publish two to three educational videos a week, doctor on camera, no patient identifiers without a signed authorization. Start a small test ad budget (ACQ's example: $25 to $50 a day) in your radius with non-shaming angles, adults only.

4. 4

   Weeks 9 to 12: review, block time, adjust

   Review the KPIs below. Decide whether to protect a dedicated aesthetics block (for example one half-day a week). Record FAQ videos from the questions real consults produced. Adjust pricing to demand. Working rule: do not scale ads beyond your ability to give an excellent experience to your first 50 to 100 aesthetics patients.

Website, Google Business Profile, content and ads

Website: a subpage under Cosmetic Dentistry called "Smile & Face Aesthetics" (track A: "Bite & Muscle Evaluation") covering the doctor-led evaluation, the dental context, candidacy case by case, the visit steps, how long effects may last, that results vary, and an FAQ that mirrors the in-office conversation. Google Business Profile: add "Smile & Face Aesthetics (doctor-led)," "Cosmetic neuromodulator consultation" and "Facial filler consultation" as services, each linked to its own page, and post an update: "Now offering doctor-led Smile & Face consultations for existing and new patients." Setup details are in the Google Business Profile guide. Keywords for search: "[city] cosmetic dentist facial aesthetics," "[city] dentist botox consultation," "[city] smile and face aesthetics." Sell the consult or evaluation, never a promised treatment.

Content, minimum three videos a week, doctor-led and educational: a concept explainer ("What we mean by Smile & Face design in a dental office"), a process walkthrough (time-lapse of photos, digital smile design, facial mapping; no needles on camera if you prefer), case-style education with a signed authorization or fully anonymised silhouettes and diagrams, a safety and expectations piece ("Why we don't guarantee specific results with injectables," "Why some patients are not candidates here and what we recommend instead"), and FAQ clips ("Does it hurt?" "How long might effects last?" "Can I go back to work after?"). The free 12-month content plan lays this out week by week for your practice.

Ads: Meta treats cosmetic procedure advertising as restricted content for adult audiences, so set every campaign to 18 and over and keep copy that implies the viewer has a flaw out of it; the detail is in our Meta health and wellness restrictions guide and the guide to advertising neuromodulators on Instagram and Facebook. Headlines ACQ suggested: "Smile & Face Aesthetics From Your Dentist: Teeth and lower face planned together." / "Already trust us with your smile. Now ask us about softening lines around it." / "Doctor-led Smile & Face consultation in a single visit." Body: "At [Practice Name], we design your teeth and lower face together in a Smile & Face consultation. One visit, photos, and a clear plan. If you're curious about options like neuromodulators or fillers in a dental setting, schedule a no-pressure consult." Track A ads promote the bite and muscle evaluation and say nothing about injectables.

Referral partners, later and without payment

Add partners after the first 90 days, once the in-office machine works. Orthodontists and periodontists: "We handle lower-face aesthetics for orthodontic and implant patients who also want softer lines or lip support around the new smile. If you have cases asking about doing something more around the mouth, we'll send them back to you for their dental work." Hair salons and brow studios: an educational lunch on dentist-led aesthetics, cards that stress safety and conservative planning, and every patient comes through a dental intake. Primary care and specialists who already see your patients: dental-facial harmony in a controlled setting, no drug brands. One rule in every direction: no payment, gift or service credit per referred patient. Anti-kickback and fee-splitting rules vary by state, and the referral program guide shows what you can offer instead. Track referrals as their own KPI.

The KPIs, with the formulas and worked numbers

Better scripts raise consults and close rate without a dollar more in ad spend ($100M Playbook Retention, p. 27). If the first KPI is low, the hygienists are not asking. If the second is low, the dentist or coordinator is presenting badly. If both are fine and revenue still lags, the ticket is the lever, and the bundle plus an annual refresh is how you lift it.

Five mistakes that erode dental trust, and the fix for each

1. 1Leading with "we do Botox now!" like a coupon spa. Lead with Smile & Face design and doctor-led planning; the injectable is a tool inside the plan. No unit pricing in ads, generic names in copy.
2. 2Advertising before verifying scope and coverage. Finish the checklist and keep the board page, carrier letter and counsel sign-off on file before one ad or text goes out. In track A states this mistake is also a scope-of-practice problem.
3. 3Dropping injectables into hygiene without a script. One mirror question, three replies, 20 role-play reps, and a tally of attempts and consults per 100 visits.
4. 4Pricing by chair minutes instead of the combined result. Price the plan. Start at material cost times 2.5 to 3 as a working rule and test upward.
5. 5Letting aesthetics branding erode the dental brand. Keep the dental name, conservative visuals, no extreme transformations, no shaming. The test for every asset: would my best long-term family patient feel respected by this?

Where this comes from

• Texas: TSBDE Policy Statement, Facial Cosmetic Surgery/Treatment (approved 16 April 2010; PDF read directly on 19 October 2026 because the Board's web pages returned 403), and the Texas Legislature bill history for SB 1117, 89th Legislature (last action 19 May 2025), read 19 October 2026. 22 TAC 108.55 read on the Cornell LII mirror.
• California: California Dental Association articles of 5 August 2019 and 29 June 2022 relaying the Dental Board's position (association pages, not Board pages), and the Dental Board of California alert on SB 1453 Elective Facial Cosmetic Surgery permits (effective 1 January 2025), all read 19 October 2026. No current Board FAQ on injectables was found.
• New York: NYSED Office of the Professions, Dentistry Practice Guidelines page with the Practice Alert for the Administration of Botox and Dermal Filler (undated on the page), and the NYSDA repost of 29 April 2024, read 19 October 2026.
• Arizona: A.R.S. 32-1202 and 32-1201, read 19 October 2026. A training-hours figure seen only in secondary summaries is deliberately left out.
• Georgia: Ga. Comp. R. & Regs. 150-14-.04, read in fragments 19 October 2026. Whether the rule names hyaluronic acid fillers was seen only in a summary and is not stated here.
• Florida: Fla. Stat. 466.003 (2025) and the Florida Board of Dentistry site and FAQ, read 19 October 2026, with no injectable position found.
• ADA: Principles of Ethics and Code of Professional Conduct, 2026 complete PDF (sections 5.F and 5.H); the NCRDSCB list of recognised dental specialties; and the ADA CE Live Workshops page for its neuromodulator and filler courses, which carries the "Not all states permit" disclaimer. All read 19 October 2026. No ADA House of Delegates policy or AACD position on injectables was found.
• FDA: Botox Cosmetic prescribing information, revised 10/2024 (BLA 103000), read in full; FDA Dermal Fillers (Soft Tissue Fillers) device page, content current 07/06/2023, read in fragments. Both 19 October 2026.
• HIPAA: 45 CFR 164.508(a)(3) and the 164.501 definition of marketing, read on the eCFR API (Title 45 current to 2026-10-15) on 19 October 2026. We read the regulation text, not HHS guidance.
• Hormozi and Acquisition.com references via the ACQ AI answer: $100M Leads p. 48 (warm audiences first) and p. 59 (let the prospect name the problem); $100M Offers p. 32 (Grand Slam Offer), p. 59 and p. 61 (Value Equation), p. 124 and p. 135 (risk reversal); $100M Playbook Pricing p. 14 and p. 51; $100M Playbook Lifetime Value p. 8; $100M Playbook Retention p. 27. The scripts, bundle structure, 90-day plan, KPI formulas and mistakes are the Acquisition.com answer edited for scope, drug naming and HIPAA.
• Working rules, not published standards: 5 then 10 to 15 consults per 100 hygiene visits; 50 to 70% consult-to-treatment; 5 to 10% then 15 to 25% share of production; 2.5 to 3x material cost for bundle pricing; $25 to $50 a day test ad budget; 20 role-play reps; the 50 to 100 patient scaling limit; and every dollar figure in the bundle and KPI tables.
• Our reading, not legal advice: the two-track split, which track each state falls into, the specialty-language advice, and the HIPAA marketing note. Confirm with your counsel, your state dental board and your carrier.

Questions owners ask

Written by Benjamin Chua

Founder of Trueframe and Med Spa Launch. Nine years building video systems for founders and clinics, including a Melbourne plastic surgeon whose account went from 12,043 to 36,236 followers in ten weeks.