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Worldental Daily New Delhi, 12 September 2014

News Friday, 12 September 2014 not only customers but also our ex- perts, who represent the scientific credibility and patient benefits that those brands deliver. What we want to ensure with this programme is that our representatives are up to date with the latest knowledge. Around two years ago, we started discussions with the FDI, asking whether they could help us to raise the standards of education that are expected of our representatives, so thattheycanrepresentallofthatsci- entific knowledge when they are in front of a dentist.We thus developed thesemodules,whichwillallowusto train our representatives to stan- dards set by the FDI. I What areas do these modules cover, and how do they correspond to the FDI’s mission to achieve good oral health worldwide? David A. Ross: The training mod- ules we are developing with the FDI really look to building a GSK repre- sentative’s knowledge of disease, anatomy, physiology, disease pro- cesses and therapy in oral health. Thisknowledgewillallowthemtoes- tablish good communication with the dentist and discuss a range of oralhealthmatters,includingcaries, dentinehypersensitivityandgingivi- tis, all the common conditions den- tists need to treat every day. Dr Tin Chun Wong: GSK has the products dentists want to use to treat their patients for improving their oral health. Sales representa- tives, therefore, need to be well versedinthescienceandthemanner in which dentistry is delivered through these products. As we truly represent over one million dentists worldwide through our member as- sociations, we are very aware of the cultural differences, the different needs and demands, as well as oral health care necessities, in various countries and regions. Through the programme, we can pass this partic- ular knowledge on to GSK’s repre- sentatives, allowing them to better help our members provide optimal oral health care. I What are the long-term implica- tions of this programme, and what are the requirements for it to con- tinue? David A. Ross: Initially, we set up theprogrammetorunforthreeyears with the FDI. Every year, they will re- view our training materials and up- grade them to certify that our repre- sentatives reach the required stan- dard. We envision this programme continuing year after year. Itisquiteexciting.Thereisagreat deal of development in dentistry and we need to ensure that our sales force not only understands what we do at GSK, but also has a wider un- derstanding of the greater context of dentistry.Inordertotalktoadentist, they need to be able to discuss a whole range of subjects. Dr Tin Chun Wong: I know that GSK runs extensive research proj- ects in terms of oral health, which allow continued product develop- ment. Often, however, dentists and dental health care workers are not aware of the specific performance of each product. By dealing with trained representatives, dental pro- fessionals can communicate their needstothembetter,sothattherep- resentatives know what dental pro- fessionals want and what patients want, and can help dental profes- sionals establish the best means by which to achieve good oral health. Therefore, if you ask what the out- come will be, it is optimal oral health for the world’s population. I Thank you very much for the inter- view. 2 www.fdiworldental.org AD IT.C.WongandDavidA.Ross(fromleft toright/PhotoDanielZimmermann) FDIWorldentalDaily page 01

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