They Fight Film - Those
people you see with white teeth -
The Sydney
Morning Herald - Jan 15, 1923
Editorial :
The Mayan civilization has been
shown to have used the earliest known examples of endosseous
implants (implants embedded into bone), dating back over 1,350 years
before Per-Ingvar Brånemark started working with titanium.
While excavating Mayan burial
sites in Honduras in 1931, archaeologists found a fragment of
mandible of Mayan origin, dating from about 600 AD. This mandible,
which is considered to be that of a woman in her twenties, had three
tooth-shaped pieces of shell placed into the sockets of three
missing lower incisor teeth. For forty years .i.e. until 1970 the
archaeological world considered that these shells were placed after
death in a manner also observed in the ancient Egyptians. in 1970,
Professor Amadeo Bobbio of brazil studied the mandibular specimen
and took a series of radiographs. He noted compact bone formation
around two of the implants which led him to conclude that the
implants were placed during life.In the 1950s research was being
conducted at Cambridge University in England to study blood flow in
vivo. These workers devised a method of constructing a chamber of
titanium which was then embedded into the soft tissue of the ears of
rabbits. In 1952 the Swedish orthopaedic surgeon, P I Brånemark, was
interested in studying bone healing and regeneration, and adopted
the Cambridge designed ‘rabbit ear chamber’ for use in the rabbit
femur. Following several months of study he attempted to retrieve
these expensive chambers from the rabbits and found that he was
unable to remove them. Per Brånemark observed that bone had grown
into such close proximity with the titanium that it effectively
adhered to the metal. Brånemark carried out many further studies
into this phenomenon, using both animal and human subjects, which
all confirmed this unique property of titanium. In 1965 Brånemark,
who was by then the Professor of Anatomy at Gothenburg University in
Sweden, placed the first titanium dental implant into a human
volunteer, a Swede named Gösta Larsson.
Stevens and Alexander the US independent researchers filed a patent in
1969 with the US patent filing for titanium dental implants.
Brånemark published many studies on the use of titanium in dental
implantology until in 1978 he entered into a commercial partnership
with the Swedish defense company, Bofors AB for the development and
marketing of his dental implants. With Bofors (later to become Nobel
Industries) as the parent company, Nobelpharma AB (later to be
renamed Nobel Biocare) was founded in 1981 to focus on dental
implantology. To the present day over 7 million Brånemark System
implants have now been placed and hundreds of other companies
produce dental implants.
Some current research in dental implantology is focusing on the use
of ceramic materials such as zirconia (ZrO2) in the manufacture of
dental implants. However, long-term clinical data is necessary
before one-piece ZrO2 implants can be recommended for daily practice
There was this case in the hospital's Intensive Care ward where
patients always died in the same bed and on Sunday morning at 11
a.m., regardless of their medical condition. This puzzled the
doctors and some even thought that it had something to do with the
supernatural. No one could solve the
mystery ..... as to why the deaths at 11 AM.
So a
world-wide expert team was constituted and they decide to go down to
the ward to investigate the cause of the incidents. On the next
Sunday morning, a few minutes before 11 a.m., all of the doctors and
nurses nervously waited outside the ward to see for themselves what
the terrible phenomenon was all about.
Some
were holding wooden crosses, prayer books, and other holy objects to
ward off the evil spirits ... Just then, when the clock struck 11...
Phil, the part-time Sunday sweeper, entered the ward and unplugged
the life support system so that he could use the vacuum
cleaner!!!!!!!
Dr Bhavna Doshiis an international lecturer, who has worked
extensively with the National Media including Extreme
Makeover UK. She is the CEO of Dental WEALTH
Builder, which primarily focuses on Practice
Productivity, Cost-Effective Marketing and Growth
Strategies.
Although many of us dentists do advertising to some degree,
a majority of the dental advertisements are ineffective.
Usually, they are more similar to enlarged expensive
business cards or a scientific representation of the
practice with all its associated scientific jargon.
(Although to be fair I am occasionally treated by the odd
snippet of a well intended ad.) Dentists love dental talk,
but unfortunately for us, the rest of the population amongst
other things still think endodontic posts, implants, root
canal treatments and restoration of their own roots to be
one and the same!
So, why do most ads
fail, and what is failure?
To understand this we must have in the forefront of our
minds the primary reason as to why we are advertising. What
is our ad intended to do? Is it to purely create awareness
of your practice/service or are you trying to attract a
greater number of patients to your practice. You see,
advertising is a bit like art, you need to be creative and
imaginative. No advertising should be done in the same way
every time – because then it becomes boring and loses its
appeal (if it had any in the first place).
So after figuring out what you are trying to do, you need to
have some way of determining whether a particular ad is
working or not. This is how you will know that the money you
have spent on that advertising is working hard for you or
have you just wasted your marketing money. You will only be
able to improve things if you know that it needs improving
in the first place. A majority of dentists just advertise
because that is the thing to do when you have a business. A
classic example is yellow pages ads. There is something
comfortable about doing as everyone else does. This way when
things don’t work you don’t have to blame yourself.
There are several key reasons why most advertising doesn’t
work and you need to be aware of them when creating any ads,
so that you can save yourself some expense:
Not Targeting
Most dental ads I see are not targeted. This means they are
not positioned in a place to be noticed by the appropriate
audience. For example, if you are trying to attract patients
which might be interested in cosmetic treatments then
advertising in a local Coop is not going to give you the
same results as advertising in a beauty salon.
You need to work out the answer to the following question:
where are the people that I want in my practice most likely
to be found? Then advertise in those places. Simple!
You are simply “targeting” the people you want in your
practice.
TO BE CONTINUED IN NEXT ISSUE
As a special Dental WEALTH Builder launch gift, I have
packaged together a “7 Gift” compilation, one of which
is “The Top Ten Biggest Advertising Mistakes in
Dentistry” manual. To obtain your FREE gifts please go
to
www.dentalwealthbuilder.com and sign in for
these Gifts.
Dentistry simulation android -
hanako the robotic phantom head
Aspiring Japanese dentists
can now look forward to honing their skills with a robotic
simulator, where mistakes won't have serious
consequences.Developers at Showa University and robot maker
Tmsuk say Hanako Showa, designed to look just like a
5-foot-tall Japanese woman, is the first of her kind in the
world. Offering realistic treatment scenarios, she can open
and close her mouth, turn her head, and say "Ouch! It
hurts!" She can also interact verbally with students,
answering questions like, "Are you OK?"
Whether Hanako will reduce the number of pervert dentists in
Japan remains to be seen. But she's definitely expected to
provide an objective means for evaluating the abilities of
students. Developers say students need a platform on which
they can practice procedures over and over again.
So far, about 90 students at Showa University have undergone
examinations with the android. Instructors can control
Hanako's eyes, head movement, and tongue, monitoring how she
reacts. For instance, students who touch Hanako's uvula will
provoke a vomit response. Hanako also produces saliva in her
simulated cheek membranes, and students will have to suction
it just like with a real patient. The robot has eight axes
of motion in her head, eyes, mouth, and neck, though her
mouth doesn't seem to move when she talks. Her skin is made
of resin and her tongue is made of silicon.
The developers plan to commercialize Hanako for sales to
university dentistry schools. Graduates who get the chance
to work with Hanako will at least have some experience with
a patient who doesn't dread appointments