I'm a novice patent agent outside of the US, here we can't patent medical treatments, how does that work in the US? Other dentists can't use his procedure or does it refer to a kind of kit that contains the veneers, etching products etc that only that specific patent holder can now sell?
Lots of patents in US for 'Cos-medical' or 'Cos-dental' devices procedures/devices. When there is a 'similar art' already in existence as in here as to what dentists do anyway when placing a veneer, the patent exists basically for marketing something for which they also get a TRADE MARK on. For example ad copy that reads; 'Dr. so and so has a patent on his method.' is used for marketing purposes. Trademarks are 'Face lift dentistry' and 'Venlays'.
Any dentist can use what ever supplies he's using to place veneers and/or crowns and for the same purpose. Basically, it's his TRADEMARK; 'Face Lift Dentistry' that's aimed at precluding other dentists from using that term in their marketing. Other dentists could also do what he's doing such as bulking out the teeth to fill up the face more, elongating the molars to change the jaw position and have done so. It's just that he found a way to CAPITALIZE that by putting a TRADEMARK on it and patenting some methods already in existence in order to boost his trademark.