whiteningplus IN THIS ISSUE: issue 1: 2012 ACCC Ruling in Relation to Take-Home Whitening 3

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1 whiteningplus ph: fax: issue 1: 2012 IN THIS ISSUE: ACCC Ruling in Relation to Take-Home Whitening 3 Keep Whitening Professional: Professional vs Supermarket Whitening 5 ph: Linking Whitening with Oral Health 7 Veneers, Crowns & Fillings - Can They Whiten? 9 Marketing Tips: Whitening for The Holidays! 13 The Importance of Social Media 13 For up-to-the-minute prices and special promotional offers, contact your Gunz Representative or Customer Service Team member on All Gunz orders over $150 are delivered FREE OF HANDLING FEE!

2 Contents: Important Information With changes to the ACCC ruling on take home tooth whitening, Gunz Dental would like to ensure that our customers are aware of their obligations. ACCC Ruling in relation to take-home whitening...page 3 Take Home & In-Office Whitening With so many products on the market and many of them over-the-counter, it is important to talk to your patients about their options. Educate your patients about the different whitening products, what results can be achieved and what opportunities there are to improve oral health through whitening. Keep Whitening Professional...Page 4 Discussing Professional vs. Supermarket Whiteners with your Patients...Page 5 Dealing with Difficult Tooth Stains...Page 6 ph: Linking Whitening with Oral Health...Page 7 Whiten for a Cleaner Smile...Page 8 Veneers, Fillings & Crowns Can They Whiten?...Page 9 Build your Practice with Tooth Whitening...Page 10 Custom Made Whitening Trays By incorporating a couple of extra features in your patients' custom trays, you can dramatically improve their comfort and overall whitening experience. Create the Perfect Custom Whitening Tray...Page 11 Increase your practice profile with marketing In addition to whitening marketing materials and promotional information in your practice, crosspromotions are an effective way to drive whitening customers to your practice and usually require little to no cost. Opalescence White Done Right Marketing Tips...Page 11 Whitening for the Holidays!...Page 13 The Importance of Social Media...Page 13 Follow us on Facebook! Professional Whitening Practice Take Home In Office Custom Made Trays Marketing Your Whitening Service

3 Important information regarding the ACCC ruling in relation to take-home whitening - April Dear Colleague, The team at Gunz Dental would like to ensure that our customers are aware of their obligations as a result of the recent ruling from the ACCC re the supply of whitening products for at home use. Our intention is to provide you with some clarity on the whitening solutions available to you from Gunz Dental and how you can confidently administer these. (please visit As you may be aware, in December 2011 The Australian Competition and Consumer Commission (ACCC) acted to stop the supply of do-it-yourself (DIY) teeth-whiteners containing unsafe concentrations of peroxide and negotiated recalls of nine home use teeth whitening products sold over the counter (OTC) and available nationally. At that time the ACCC s advice was that "Consumers should be extremely cautious before undertaking any DIY teeth whitening treatment and should not use kits that contain more than 6 per cent Hydrogen Peroxide and/or more than 18 per cent Carbamide Peroxide." In April 2012, the ACCC revised its interpretation of the current regulatory arrangements for teeth whitening products and the following ACCC advice is brought to your attention: It is the position of the ACCC that DIY teeth whitening products containing concentrations of more than six percent Hydrogen Peroxide and / or more than eighteen percent Carbamide Peroxide are inherently unsafe for self-administered home use and that they do not comply with the existing provisions of the Poisons Standard for a preparation intended to be taken in the mouth. The ACCC position does not apply to the supply of teeth whitening products (of any concentration) to dental practices and the clinical use of these products by registered dental practitioners on patients under their direct care and supervision in their surgery / office. However, the ACCC has reason to believe that some dentists may not be aware that they are not allowed to supply teeth whitening kits (with or without education, training and competence in teeth whitening / bleaching) for unsupervised use by patients at home if the concentrations of Hydrogen Peroxide or Carbamide Peroxide are equal to or greater than 6% and 18% respectively. The ADA s policy statement on Teeth Whitener 2.2.8, dated April 16/ states that: 3.1 Only dentists should use tooth whitening (bleaching) agents incorporating Hydrogen Peroxide at concentrations exceeding 3% or Carbamide Peroxide exceeding 9%. The Dental Board of Australia released its interim policy on teeth whitening/bleaching dated on 12 November 2010 states: Teeth whitening/bleaching, is an irreversible procedure on the human teeth and any tooth whitening/bleaching products containing more than 6% concentration of the active whitening/bleaching agent, should only be used by a registered dental practitioner with education, training and competence in teeth whitening/bleaching However, the Dental Board s statement made no distinction between the two main active ingredients in tooth whitening Hydrogen Peroxide and Carbamide Peroxide Gunz Dental are committed to supporting Oral Health Care Professionals to deliver the best possible care and we endorse the ADA and Dental Board s position that tooth whitening should only be used by a registered dental practitioner. Whilst the ACCC prescribed levels of concentration of Hydrogen Peroxide or Carbamide Peroxide for home use teeth whitening products is different to that of the ADA and Dental Board of Australia, Gunz Dental has reviewed its whitening product range in line with the ACCC ruling. We look forward to working closely with you to ensure dental professionals continue to be able to deliver the therapeutic and cosmetic treatment modalities that they see fit for their patients, based on their education, training and competence If you have any questions please do not hesitate to contact our Customer Service team on

4 Keep Whitening Professional! With so many whitening products on the market and many of them over-the-counter (OTC), it is important to talk to your patients about whitening and educate them on the differences between OTC whitening products and professionally dispensed whitening products. By starting the conversation about whitening with your patients, you allow yourself the opportunity to evaluate your patients' whitening needs and suggest an appropriate professional whitening option for them. What is the difference between OTC and professional whitening? There is a variety of OTC whitening products on the market that range from strips to paint-on-pens. Some of these products will whiten the teeth, while others do not make any change to the colour of the teeth. Strips and trays may only whiten the front six teeth due to their design and depending on the patient's smile, causing the smile to have uneven shades. Whitening pens and other paint-on whitening products have been shown to mainly remove extrinsic stains and do not change the colour of the teeth. In fact some of these products have been shown to etch the teeth. 1 OTC products allow patients to walk into a store and pick up a whitening product without getting an examination by an oral health care professional prior to use. By removing the dental professional from the treatment process, OTC products open the door for patients to misuse the products. Professionally administered tooth whitening is the suggested and preferred method for tooth whitening by the tooth whitening gurus. When a patient chooses to whiten their smile through a dental professional, they receive added benefits that OTC tooth whiteners cannot offer: Patients receive an initial examination prior to whitening to determine sensitivity and significance of staining. Whitening options are easily examined to determine which whitening approach best fits within the patient's expectations, needs, and budget. Whitening treatment(s) are completed either by in-office whitening, performed by the dental professional, or by one of two take-home options: custom trays or prefilled disposable trays. Professional whitening provides many added benefits such as sensitivity prevention and fluoride. Because patients are more likely to choose products suggested by their dental professionals, talking to them about the benefits they will receive through professionally administered whitening can help keep whitening professional and ensure that they are receiving the results they are looking for while under your care. 1 - Haywood VB. The bottom line on bleaching on Inside Dentistry. February 2008.: 2-4

5 Discussing Professional vs. Supermarket Whiteners with your Patients NO NAME TOOTH WHITENING With so many different options of tooth whitening available to patients, making the best choice for whitening their teeth may be difficult. Educating your patients about the benefits of choosing a professional tooth whitening product can help them pick the right whitening option for their needs and expectations. 1. Start your patients on their professional whitening experience with a consultation in your dental practice. With an in-office consultation, you'll have the opportunity to examine your patients' teeth and discuss whitening options with them. Patients want to know they are choosing a product that will provide them with excellent results, and they are more likely to choose a product that you their dental professional recommend. 2. Educate your patients about tooth whitening and recommend a professional tooth whitening product. Your patients will be happy to know that professional tooth whitening products will not only give them dazzling white smiles, but also provide benefits of reduced sensitivity and improved oral health. 3. Increase your patients' confidence in choosing a professional tooth whitener by informing them of the variety of whitening options only available through their dental professional. Options vary from custom fabricated trays to prefilled disposable trays to in-office chair side whiteners. Treatments and delivery options can be customised to fit every lifestyle. Once your patients have chosen a professional whitening option that best fits their needs and lifestyle, they will leave your practice feeling confident that they have made the right choice with the help of their oral health care dental professional you.

6 Dealing with Difficult Tooth Stains As we all know, there are some patients whose teeth are more challenging to whiten than the average whitening case. Fluorosis, tetracycline stains, or decalcification while seemingly difficult to address can actually be improved and frequently corrected with the proper treatment. What Causes Tetracycline Staining? Tetracycline is a broad-spectrum antibiotic used to treat infections, and is commonly prescribed to treat acne. This drug calcifies in the dentin if there is exposure during dental development, which spans from fetal development to the age of eight. This calcification manifests as brown or grey banding, sporadic stains, or overall tooth shade. What Are the Treatment Options for Tetracycline Stains? Whitening time frames will vary from case to case for tetracycline stains. Where normal whitening can take anywhere from 2-6 weeks, tetracycline stains can take 2-6 months 1 to lighten with consistent, overnight, custom tray whitening. It is important to give your patient a realistic expectation and to make sure they are willing to comply with the extended time frame needed to whiten their stains. The case presented here shows significant progress in 2 weeks. What Causes Fluorosis? Fluorosis is an enamel defect that occurs when a patient receives excess fluoride during tooth development. The result can take the form of mild spots ranging in colour from white to yellow or brown. What Are the Treatment Options for Fluorosis? Fluorosis can be conservatively treated with take-home tooth whitening products. If the patient is not satisfied with the whitening results, a minimally invasive microabrasion treatment (pictured right) may be needed to further correct the staining. The treatment time and success rate will vary from patient to patient, depending on the severity of the staining. Above, the patient's fluorosis stains were treated with Opalustre and 21 days of home bleaching with Opalescence. What Causes Decalcification? Plaque build-up can cause decalcification, which creates white spots on the tooth. This enamel defect is common in orthodontic patients once their brackets are removed. What Are the Treatment Options for Decalcification? White spots from decalcification can be frustrating for many patients. We suggest tooth whitening as a first course of action, since it can help blend the white spots with the rest of the tooth. The decalcified enamel whitens more quickly than the rest of the tooth, so the spots will often become more pronounced in the first few days of treatment. At this point, many patients will cease their whitening treatment, for fear that the spots will become worse. It is important to educate patients about this possibility so you can encourage their continued compliance. After a couple more days of whitening, the rest of the tooth will usually match or blend with the decalcification. If the patient isn't satisfied, an inexpensive chemical and mechanical microabrasive treatment may further correct the appearance of the teeth. 1 - Rosenstiel SF, Gegauff AG, Johnston WM. Efficacy & safety evaluations of a home bleaching procedure. Columbus OH: College of Dentistry, Ohio State University. (Lit #34) 2 - Haywood VB. Bleaching tetracycline-stained teeth. Esthetic Dentistry Update February; 7(1).

7 ph: Linking whitening with Oral Health Tooth whitening is one of the most conservative ways to change a patient's tooth colour. But did you know it can also improve and maintain patients' oral health? While professional peroxide-based tooth whiteners provide dazzling, whiter smiles, they also effectively remove plaque and most importantly elevate the ph level of the mouth. 1 Research has shown that a low ph, not sugar, causes the perfect environment for caries to form. 2 Everything we eat or drink affects the ph level of our mouths. When we eat foods that are too acidic for our saliva to buffer against, the overall ph in the mouth becomes more acidic. And when the mouth is more acidic (with a ph between ), the enamel can begin to break down, and bacteria can begin to flourish, resulting in an increased risk of caries. 3 4 But tooth whitening products containing carbamide peroxide can help. That's because they release a by-product called urea, which raises the ph level of the mouth to a neutral level (between 7 and 8). Urea also reduces plaque, prevents enamel decalcification, and stops caries-causing bacteria from flourishing.5 So, not only can whitening improve the aesthetic appearance of your patients' smiles, it can also provide numerous health benefits for all your patients from those with orthodontic appliances and dry mouth to elderly patients. 6 Hydrogen peroxide-based whitening products do not break down to release urea. However, some (like Opalescence Tréswhite Supreme) have carbamide peroxide added to their formulations in order to maintain a neutral ph. Other products (like Opalescence Boost) have added buffers that help maintain a neutral ph in the mouth. So when deciding which whitening product to use, be sure to research which products have higher ph levels in order to avoid any added acidity to the mouth. 1. Haywood, V. B. (2007). Bleaching and caries control in elderly patients. Aesthetic Dentistry Today. 1(4) Hurlbutt, M., Novy, B., & Young, D. (2010). Dental caries: a ph-mediated disease. CDHA Journal. Winter. 25(1) Ibid. 4. Haywood, V. B. (2007). Bleaching and caries control in elderly patients. Aesthetic Dentistry Today. 1(4) Haywood, V. B. (2010). Orthodontic caries control and bleaching. Inside Dentistry. April Haywood, V. B. (2007). Bleaching and caries control in elderly patients. Aesthetic Dentistry Today. 1(4) "We learned in studies done at clinical research labs that bleaching agents should have a ph higher than 5 or they can be damaging. Right from the start, I knew that we needed a composition that was close to neutral. Opalescence has a ph of about 6.8 to 7, the neutral ph." Dr. Dan Fischer President & CEO Ultradent Products, Inc.

8 Whiten for a Cleaner Smile You already know that whitening your patients' smiles can give them the youthful, confident, bright smile they've always wanted. Did you know that whitening can provide your patients with a cleaner and healthier smile, too? The antibacterial properties of peroxide-containing tooth whitening products (hydrogen peroxide and carbamide peroxide) have been well documented. In fact, peroxides started out as oral cleansers and the tooth whitening side-effect was discovered later. Studies have shown that these whitening products can help improve oral health by elevating oral ph, killing caries-causing bacteria, and removing plaque. This has proven to be beneficial for all patients, but especially so for elderly patients, patients undergoing certain medical treatments, and orthodontic patients who might find it difficult to maintain their oral health. 1, 2 Keep whitening discussions open with your patients and let them know of the many benefits to whitening their smiles. Not only will they have a brighter, whiter smile, but they will have a healthier, longer-lasting smile too. Water in Whitening Gels Many whitening gels contain water, some more than others, to help prevent sensitivity and minimise the shade relapse caused by dehydration. Peroxide has a drying effect on the teeth, causing them to appear chalky white and potentially become sensitive. Use of a light or laser will further dehydrate the teeth, increasing the chances of sensitivity and providing an exaggerated whitening result susceptible to near-immediate shade relapse. Using a whitening product with high water content helps to combat dehydration while whitening. Once the patient has completed their whitening treatment, the teeth will begin to rehydrate and any sensitivity will subside. Due to shade relapse caused by rehydration, the teeth could have a less white appearance. For this reason, it is best to avoid using in-office whitening treatments that require the use of a light or laser. Instead, opt for a whitening product with high water content, such as Opalescence whitening products, which contain at least 20% water. 1 - Haywood VB. Bleaching and caries control in elderly patients. Aesthetic Dentistry Today. October 2007, Vol. 1 (4): Haywood VB. Orthodontic caries control and bleaching. Inside Dentistry. April 2010:2-6. Opalescence whitening products contain at least 20% water

9 Veneers, Fillings & Crowns - Can They Whiten? No tooth whitening product professional, or over-thecounter will whiten veneers, fillings, or crowns. However, bleaching can whiten underlying tooth structure and contribute to a whiter appearance of more translucent porcelain restorations. 1 In the case of a full arch of veneers, a whitening treatment can be an excellent way to brighten a dingy smile. If your patient inquires about tooth whitening procedures and has had aesthetic dental work, there are several whitening treatments that can help maintain their natural white smile or match the shade of their natural teeth to their veneers, fillings, or crowns. It is important that you inform your patient of all possible replacements and provide them with realistic expectations. For example, a patient with a single crown or veneer will find that their newly whitened smile no longer matches the shade of their single-unit restoration. Some patients may still want to whiten and replace their restorations, while others may choose not to whiten. If your patient is considering getting veneers or needs a crown or filling, talk to them about tooth whitening options before any other aesthetic procedures are done. Depending on your patient's needs, you may be able to give your patient a confident and youthful smile without veneers. Different whitening procedures can help your patient feel better about their smile by simply removing stains and white or brown spots. For the patients that need fillings or restorations, whitening prior to restorations and fillings allows you to match the final shade with the restoration composite, giving your patient a more natural and consistent smile. Note: Any bonding should be done at least two weeks after whitening to allow bond strengths to return to normal. 2 Whitening after veneers, restorations, and crowns will not damage the bond strengths, but can actually help make them stronger Haywood VB, Parker MH. Nightguard vital bleaching beneath existing porcelain veneers: a case report. Quintessence Int Nov;30(11): Haywood VB. The "bottom line" on bleaching Inside Dentistry. February 2008.: Haywood VB. Orthodontic caries control and bleaching. Inside Dentistry. April (accessed August 2011).

10 Build your Practice with Tooth Whitening by Lillian J. Caperila, R.D.H., B.S.D.H., M.Ed. While tooth-whitening is a common cosmetic procedure, it is also a great practice builder. More than any other procedure, patients will discuss their tooth-whitening experience and your practice with their family and friends! Happy whitening patients can become a great source of referrals for your practice. Here are some tips to make tooth-whitening a practice builder for you. A general discussion between the dental team and your patients can open the opportunity for additional services. Use probing questions rather than straight-to-thepoint direct questions on tooth-whitening. Inquire about how they feel regarding the colour of their teeth and if they drink dark beverages such as tea, coffee or colas. This patient/professional discussion can be accomplished by any member of your staff. Make sure that every staff member is educated on the steps involved in tooth-whitening, be able to answer frequently asked questions and, most importantly, will be comfortable discussing whitening with patients. One way to involve the staff is to give them the opportunity to whiten their own teeth. It is another occasion to provide a positive working environment in a profession that is accustomed to challenges on a daily basis. Your staff is your #1 marketing resource. Patient considerations play a significant role in creating a successful experience. The degree of tooth discolouration along with the patient s level of compliance are notable factors in your course of action. Certain stains take longer to lighten and the patient must be able to commit to the treatment program. A great tool is a Patient Informed Consent Form ; the consent form is a document that reviews the procedure that discusses potential side effects such as sensitivity or gingival irritation and reviews expected results which can vary from patient to patient based on their ability to follow the whitening instructions. The document also should contain a signed commitment of the patient s responsibilities that emphasize failure to comply to protocol which may subject them to unsatisfactory results. This document then is presented to the patient and one copy is kept within the patient s dental records. It is important to manage patient expectations; a good rule is to under-promise and over-deliver. By using a shade guide provided by many manufacturers, it becomes easier to communicate to the client realistic expectations of 2-3 lighter shade changes. In today s world of technology, there are applications available on the Apple ipad that use a combination of the camera feature and application that virtually lightens their teeth several shades to demonstrate what may be expected if they agree to your office options. Additional encouragement in influencing clients to consider whitening is viewing positive testimonials displayed in the reception area of your practice! Document your cases with photographs. Factors such as speed in achieving results and financial resources can help to narrow down the appropriate treatment program and selected whitening products. The length of wear-time may be a critical decision for some, whereby their interest in accepting an inoffice treatment or jump-start product may overshadow their agreement to use a take-home kit. Use of stronger gels or more frequent tray-wear in same-day delivery can be an alternative. To offer a lower-priced treatment, many practices are saving chair-time by encouraging at-home tray-worn products such as hydrogen peroxide gels (Premier Perfecta Rev! and Perfecta Bravo ) over carbamide peroxide gels due to a shorter wear-time for patients. This choice of treatment has proven to be more successful in achieving patient compliance which, in turn, elicits case success. Financial creativity can make the patient realise the importance of a whitening treatment. Compare the cost of a porcelain crown to a whitening program; offer to bill per tooth if only whitening an upper arch. Split the fees for upper and lower arches; example, two-thirds price for upper arch and one-third price for lower arch. Include touch-up treatment in the total fee or include routine examination and prophylaxis in that fee. On long-term treatments, charge per syringe of gel. Financial and personal rewards are based on the development and growth of the entire office. Staff knowledge and availability of a variety of tooth-whitening options geared toward the patient s life styles will create a dynamic working experience for all of your patients. Gearing up for the challenges will help to contribute toward a positive working environment. Lillian Caperila holds 35 years of experience as a dental professional and seminar presenter. In her various roles as a dental assistant, dental hygienist and academic faculty, she recognises the importance of communicating with her clients and offering services that improve their self-esteem and confidence in the oral healthcare delivery system. Currently, Lil Caperila is employed with Premier Dental Products Company in the United States and provides an extensive range of seminar topics throughout the world to her professional colleagues on Esthetics, Caries Prevention and Advanced Instrumentation for the dental practitioner. Inquiries on these topics can be directed to her on at [email protected] or visit the corporate website for more information on whitening agents at Premier Dental Pictured Left: Trevor Martin, Gunz Dental managing director, introduces presenter Lil Caperila to participants at one of The 4Cs in Solving the Caries Puzzle sold-out workshops held in Brisbane and Sydney, August 2012.

11 Create the Perfect Custom Whitening Tray Many patients choose custom whitening trays as their whitening procedure because they want a whitening treatment that is tailored specifically to their smile. By incorporating a couple of extra features in your patients' custom trays, you can dramatically improve their comfort and overall whitening experience. 1. Add Reservoirs By creating reservoirs in the whitening trays for each of your patients, you provide them with added comfort and benefits that a custom tray without reservoirs does not have. Reservoirs create the added space to Keep the whitening gel securely in place to ensure the patient is getting the best possible whitening effect Keep the gel from migrating off the teeth and pressing up onto the soft tissues, thereby increasing the patient's comfort and reducing the risk of gingival irritation. Tip: How to Create Reservoirs in Your Trays Apply ~0.5mm thick layer of Ultradent s LC Block Out resin onto labial surfaces of your model, staying about 1.5mm short of the gingival line and avoiding the incisal edges or occlusal surfaces. Light cure each tooth for about seconds and wipe off the oxygen inhibition layer. 2. Scallop the Trays Trimming your patients custom trays so the tray material does not overlap onto the gingiva will provide your patients with an even more custom and comfortable fit. It will also allow them to completely wipe off any excess gel that might press up onto their soft tissues. Leaving the trays un-scalloped could potentially allow gel to sit on the soft tissue that is overlapped by the tray, resulting in irritation and sensitivity. For reservoir spaces, apply LC Block-Out approximately 0.5mm thick onto the labial surfaces. Stay about 1.5mm from gingival line. Do not extend onto incisal edges and occlusal surfaces. LC Block-Out is an instant, hard, strong, no-mix material for blocking out undercuts on dies and filling in voids. Tip: How to Properly Trim Your Trays Use Scalloping scissors to get the closest trim on your tray border. Trim the tray 0.25 to 0.33mm occlusal from the gingival margin, scalloping the gingival embrasures.

12 Opalescence White Done Right Marketing Tips! Different patients are attracted to different whitening alternatives. In order to increase your whitening business, offer more than one option for whiter teeth. You should provide a whitening menu with options that appeal to all of your patients. Here are the Opalescence whitening options: 1. Opalescence PF Custom Whitening The"gold standard" in whitening. You create custom trays, fill the custom made trays with Opalescence PF gel and the patient can wear trays at home or dentist can complete the procedure in the surgery. Gels come in a variety of concentrations that allow you and your patient to have control on how long their procedure lasts 10%, 15%, 20%, and 35%. Available in Regular, Mint, and Melon flavours. Promote Your Whitening Services In addition to whitening marketing materials and promotional information in your practice, cross-promotions are an effective way to drive whitening customers to your practice and usually require little to no cost. Consider posting information and marketing materials at locations such as: Wedding/bridal shops Modelling agencies Wedding websites Beauty salons Trade shows Plastic surgery centres Day spas Hair replacement centres Tanning salons 2. Opalescence Trèswhite Supreme A great option for entrylevel whiteners or those looking for a slightly more economical choice, Opalescence Trèswhite Supreme comes in pre-filled disposable trays so there's no impressions, no models, and no lab time. Available in 15% (Mint) for a treatment time of min. 3. Opalescence Boost The inoffice option, Opalescence Boost is perfect for those who want immediate results. You perform the procedure, which requires no lights or lasers and takes less than an hour in the dental chair. Opalescence Boost is 40% hydrogen peroxide. 4. Opalescence Oh! With its disposable, unit dose bulbs filled with the precise amount of gel for one whitening tray, Opalescence Oh! eliminates guesswork and minimizes wasted gel. Opalescence Oh! features the award-winning, sticky, viscous whitening gel used across the Opalescence line. With wear times that range from 30 minutes to overnight, Opalescence Oh! is available (with PF) in 10% and 20%, carbamide peroxide in Mint flavour.

13 Whitening for the Holidays! The holidays are approaching quickly what better time than now to set up a seasonal whitening display in your practice? Here are some great ideas to get your patients excited about whitening and to inspire them to give the gift of a white-hot smile: Place Opalescence Trèswhite Supreme in stockings and hang them in the front office waiting room. Place Opalescence Refills and Opalescence Trèswhite Supreme on a white tree as ornaments. The white tree will make the colours of the Opalescence packaging stand out, and it ties perfectly into the idea of tooth whitening. Place Opalescence whitening under the tree as gifts with bows and ribbon. Put bows on a few Opalescence PF refills and patient kits and Opalescence Trèswhite Supreme kits and place them on the counter in the front office and in each operatory. The Importance of Social Media Social Media has grown quickly over the past few years and continues to become increasingly more important in advertising and connecting with patients. More and more people are connecting, giving feedback, and making and getting recommendations through social media sites like Facebook, Twitter, and YouTube. Keeping up-to-date with social media trends and connecting with your patients through social sites offers you the opportunity to increase business and generate new leads. With people receiving promotions, information, and updates from businesses through social media sites, it is important to take advantage of such an easy and inexpensive way of getting in touch with your patients and increasing your practice's business. The options for social media interactions with your patients can range from posting updates and information to your Facebook wall to creating full ad campaigns. You may choose to run your social media endeavors yourself or you might consider hiring a social media consultant to design and run your campaign for you. Whichever sites and options you choose to use, it is important to have a social media/online presence today in order to keep your patients involved and updated on what your practice has to offer. Like Gunz Dental on Facebook at for all the Gunz Dental happenings including exclusive offers, fun competitions and up-to-the-minute product and event information.