Carol Murphy, Executive Editor

When BriteSmile first appeared in DentalTown Magazine over a year-and-a-half ago, the professional teeth whitening market was just emerging. For the first time, dentists were starting to see teeth whitening in a new light…literally. No longer forced to rely on labor intensive laser systems, or whitening trays which produced discomfort and inconsistent results, BriteSmile’s simple, one hour light-activated whitening technology helped move teeth whitening from an ancillary treatment, to one of the most requested and profitable cosmetic dentistry procedures on the market today.

From the beginning, BriteSmile sought to establish a model for not only building their business, but more importantly, building the businesses of their dental partners. The components of this model were threefold: technology leadership; a partnership approach with leading dentists; and building a powerful brand via an unprecedented consumer marketing program with superior patient satisfaction. The formula was so obvious, that many in the dental community were left wondering what had taken so long…and even more scrambled to get on the bandwagon.

Redefining “State-of-the-Art”
BriteSmile’s technology was instrumental in changing the teeth whitening paradigm. Speed, efficacy and safety were the factors that guided both the development and on-going refinement of the BriteSmile system. Since it was first launched in 1999, BriteSmile’s technology model–a combination of a proprietary, low concentration hydrogen peroxide gel and a patented light technology–have quickly replaced traditional tray-based systems as the whitening option of choice for consumers and dentists alike.

BriteSmile’s development team, including the two developers of the technology, Dr. John Warner and R. Eric Montgomery, have tested and evaluated the system on an on-going basis in an effort to ensure not only a superior whitening technology, but also that the system is user friendly for dental partners and their staff. From the beginning, BriteSmile’s revolutionary technology, specifically the combination of a soft blue light, wavelength matched chemistry and low percentage of hydrogen peroxide, has consistently achieved significant, rapid whitening results with minimal sensitivity–providing dentists with the confidence that they can assure patients of a highly satisfactory result. Additionally, BriteSmile’s commitment to maximizing the efficiency of its system in dental practices has led to the development of a number of seminars designed to help dental staff improve their clinical skills.

BriteSmile has also developed an extensive line of smile maintenance products, including a Calprox based whitening toothpaste, crystal clear alcohol-free mouthwash, sugar free whitening gum, and a branded Sonicare system. Not only do these products help customers maintain their white smiles (studies have shown that with good dental hygiene, patients retain 80% of their whitening results for over two years), but also offer an additional financial opportunity for BriteSmile dentists who choose to offer the product line to their patients.

Rooted in Research
One thing that clearly sets BriteSmile apart from others in the whitening market is its commitment to clinical research. With the number of whitening options available on the market increasing at an unprecedented rate, dentists and consumers alike are searching for a means to tell the difference between the various systems and products available today. With a research investment of millions of dollars over the past four years, BriteSmile has conducted more clinical research, and has more consistent data supporting its claims than any other system on the market. From both a safety and efficacy standpoint, independent research has repeatedly reinforced BriteSmile’s record.

Key findings include:
>> Light activation significantly improves. BriteSmile results in an average improvement of 8.3 shades (on the Vita-pan® Classic Shade Guide), compared to 5 shades for the BriteSmile gel without the light.

>> Completely safe. BriteSmile does not cause structural changes in enamel, is safe to enamel and is neither caustic nor corrosive. Additionally, there was no change in surface morphology and hardness when compared to untreated controls.

>> Minimal regression. BriteSmile results in minimal regression. In fact, according to a recent clinical study of BriteSmile whitening patients, the average regression was less than 20% of the initial shade change.

>> More effective than a leading tray system. BriteSmile patients received an average eight shades of whitening in one hour in comparison to a leading tray system, which produced only six shades. These tray results were achieved with forced compliance, which included a total application time of 64 hours. Given true patient compliance is substantially lower than 100%, real-world tray results are likely lower than those achieved in this study. According to the report issued by the researchers at the Forsyth Institute who conducted the study, "the difference between BriteSmile and all other treatments is highly significant [on a statistical basis]."

BriteSmile is so confident in its clinical superiority that it has integrated its extensive body of research into its advertising and marketing efforts. Additionally, all of the company’s research is also available for review online in the “dental professionals” area of the BriteSmile website (www.britesmile.com/proof).Within this online library, you will find some of the studies that support BriteSmile’s superior whitening, safety and efficacy claims (many can be downloaded to view). You can also find references that focus on the company’s light systems and advanced professional whitening gel in addition to quality assurance studies. BriteSmile has also invested significantly in protecting its proprietary technology–and the investment of the company’s dental partners–by securing patents for all of the core components of the technology as well as the procedure’s methodology. BriteSmile is actively enforcing its intellectual property rights as well, recently filing suit against a major competitor for the infringement of two patents involving its proprietary light-activated teeth whitening technology using peroxide and photosensitizer compositions.

“We have developed a technology that by its very nature, is based on producing the best possible results for patients and, in turn, producing great results for our dental partners. From our perspective, we’ve only just begun...” John Reed BriteSmile CEO

Recognizing the Importance of Empowering Dental Partners
BriteSmile’s extensive advertising and marketing programs have consistently been focused on two things–increasing brand recognition and consumer awareness, and supporting the more than 4,400 dentists in its extensive worldwide network. From national print advertising, television placements and extensive radio promotion to targeted buys in key cluster markets and incentive programs for advertising by network dentists, the company is committed to making BriteSmile the most recognized–and requested–whitening procedure on the market today. BriteSmile has spent over $60 million on advertising to educate and motivate consumers. This, coupled with an extensive public relations campaign that secured placement in such popular outlets as People Magazine, “Good Morning America,” The New York Times, Newsweek and hundreds of others, has reinforced the company’s commitment to building a premier consumer brand. The procedure is often referenced by name as the leading example of in-office teeth whitening procedures, and has consistently been rated as the teeth whitening option of choice in head-to-head tests conducted by local television stations and major print publications.

Not only is BriteSmile’s dental network its primary distribution system, but it is also integral in defining the brand itself. Since its inception, BriteSmile has been selective about the practices in which it places its technology, targeting the premier dental practices in the world, and forging long-term partnerships based on maximizing returns and profitability. Even prior to performing their first procedure, partner offices receive extensive training in the administration and marketing of the procedure.

Extensive Marketing Support Over the years, BriteSmile has developed numerous materials and programs to assist its dentists in the marketing and management of their practices. In order to ensure that its dentists have unfettered access to these resources, BriteSmile developed the "BriteSmile Connection." This password protected intranet site is an on-line resource guide designed to provide network dentists with numerous tools to help grow their practice, help it run more smoothly, educate their patients, and empower their staff in an effort to raise overall productivity. Additionally, the company also offers a unique Web Scheduling program designed to efficiently book appointments through their dedicated call center 1-800-BRITESMILE. This service allows the company to maximize and centralize its referral system. By notifying offices of booked appointments via email and fax, BriteSmile's Call Center can book appointments for its dental partners–saving their staff time, and driving lucrative, cosmetic-orientated patients to their practice. Every office registered in the program also receives a login and password for the Web Scheduler Internet site–giving them the ability to add and reschedule appointments themselves and make adjustments to their schedule.

Last year the American public spent 1.3 billion dollars on whitening their smiles. With an expected growth of 24% per annum, yellow teeth will become a thing of the past

Realizing the BriteSmile Difference
When BriteSmile first launched its system, it attached a relatively simple moniker to define itself. The “Four Ss” of the BriteSmile system–safety, simplicity, state-of-the-art, and satisfaction–would not only come to define BriteSmile, but create a standard for the industry.

While times have changed, BriteSmile continues to set the standard by which other systems are evaluated. With an impressive 98% customer satisfaction rate, and 92% of patients responding that they would recommend the procedure to a friend, there is little doubt in BriteSmile’s ability to grow practices as well as sustain its popularity over the long term.

“We are proud of not only what we have accomplished as a company, but also what we have done for the industry,” said BriteSmile CEO John Reed. “We have developed a technology that by its very nature, is based on producing the best possible results for patients and, in turn, producing great results for our dental partners. At the end of the day, even our fiercest competitors would admit that BriteSmile has changed the face of professional teeth whitening. And, from our perspective, we’ve only just begun.”

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If you would like more information about BriteSmile or would like to join their growing network of dentists, contact the company at 1-888-746-8741 or send an email to pro.info@britesmile.com.