April 29-30, 2016
Las Vegas, NV
Roger G. Sanger DDS, MS Ray Ste wart DMD, MS William F. Waggoner DDS, MS
Stephen Wilson DMD, MA, PhD Rhea Haugseth DMD
Institute for the
Clinical Practice of
"This is the best pediatric
course I have ever attended."
Andrew Lee DDS; Thorold, Ontario
Register using code DEICPPD2016
and receive 10% off www.icppd.net
MARKETING THE NEW GAME CHANGERS
DIAGNOSIS AND TREATMENT
PLANNING: LOWER RADIATION,
CARIES DETECTION, AND
DECISIONS BY RISK ANALYSIS
Although Gen Y parents are concerned
about what foods their children eat, the lack
of oral hygiene supervision and the acceptance of the child’s individual eating habits
(e.g., “Doctor, I want my children to develop
their own favorite foods and be responsible
for their own personal hygiene. I don’t want
to force them to do anything.”) has made
dental caries reach epidemic proportions
in some children. Computerized digital
imaging with lower radiation (ScanX,
airtechniques.com) and nonradiation fluorescence (Cam X Spectra, airtechniques.
com; Inspektor, inspektor.nl) for caries detection is very popular with tech-savvy Gen
Y parents. Caries management by risk assessment (CAMBRA) technology establishes
treatment planning that is evidence based
and allows restorative-care choices by predicting caries reoccurrence.
5 In designing
your marketing message, stress the use of
digital radiography with reduced radiation,
caries detection by nonradiation sources,
and the restoration of caries with CAMBRA
predictability for caries reoccurrence.
RESTORATION CHOICE: “WHITE IS
RIGHT” AND “METAL IS TOXIC”
Appearance-aware Gen Y parents want restoration of caries to be virtually invisible.
As a result, cosmetic pediatric dentistry
using composite restoration and the new
ceramic zirconia crown (NuSmile ZR,
nusmilecrowns.com) are popular with this
segment. Besides being white, these restorative materials are also nonmetal. Deserved
or not, metal has a reputation of being toxic.
In designing your marketing message here,
place emphasis on tooth restoration not
only by the color but also by material.
NEEDLELESS AND BUFFERED
ANESTHESIA AND SAFE SEDATION
After the shock that his or her child has
caries, the next issue that a Gen Y parent
often focuses on is how the child will toler-
ate care and anesthesia (the shot). Innova-
tive local anesthesia products produce
anesthesia without needle injections. Some
options are the intranasal atomization of
maxillary teeth (Kovocaine Mist, st-renatus.
com) and intraligament infusion (NumBee,
novoject.com). Alternatively, if using tradi-
tional injection administration, buffering
of the local anesthetic (Onset, onpharma.
com; Anutra, anutramedical.com) produces
more comfortable injection and faster an-
esthesia uptake, with less volume.
For the very phobic or the child who will
require multiple appointments, better child
management can be achieved with a newer
and safer orally administered drug protocol
with the sedative drug midazolam supplemented with nitrous oxide, which produces
amnesia (i.e., no memory of the visit).
6 Marketing these anesthesia innovations to Gen
Y parents for greater child comfort can
influence care acceptance dramatically.
Plus, marketing safe, one-visit sedation can
be a convenience for both child and
parent—it means a lot less lost time from
school and work and less travel time and
ISOLATION SYSTEMS THAT ARE NOT
ONLY CHILD FRIENDLY BUT
NONALLERGENIC AND ASEPTIC
Rubber dam isolation can be frightening
for a child. Plus, with the increasing incidence of allergy to rubber, vinyl has become
the material of choice if traditional dam
isolation is utilized. But due to these circumstances, traditional dam isolation has
declined. Gen Y parents with allergy consciousness and adherence to asepsis have
shown tremendous interest in new isolation
technology (Isolite, isolitesystems.com).
This provides isolation with a new
approach—a disposable plastic mouthpiece
used only for one child that will provide not
only isolation but also illumination, tissue
retraction, suction, and comfortable jaw
stabilization. Marketing this technology to
Gen Y parents will complement your commitment to not only better dentistry but
also the use of nonallergenic and aseptic