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Dental Tribune United Kingdom Edition | 4/2017 BUSINESS 7 Philips “reveals everything” in Birmingham Company partners with MiSmile network, launches new products and hygienist campaign at Dentistry Show hygienists, including Anna Mid- dleton, Mel Prebble, Juliette Reeves, Christina Chatfield and Sa- rah Murray, who discussed shin- ing examples of good dental hy- giene practice during a joint panel on Friday afternoon. Today also saw the official launch of Philips’s latest version of its flagship product in oral health care. Labelled the most in- telligent toothbrush in the world, the new Sonicare DiamondClean Smart features smart sensor tech- nology in both the toothbrush and the brush head with the pur- pose of helping patients to im- prove their brushing technique. The sensors track the brushing and communicate with a smart device app that provides real- time feedback and guidance to the user. Furthermore, the com- pany’s interproximal cleaning device Sonicare AirFloss has received an upgrade and now features a new charge and fill docking station. AD By DTI BIRMINGHAM, UK: In partnership with clear aligner provider Align Technology, MiSmile has helped dentists in the UK to successfully integrate Invisalign tooth straight- ening in their practices for the last two years. At the Dentistry Show in Birmingham last month, it was an- nounced that the network is ex- panding this growing business model to tooth whitening through a new partnership with oral health care specialist Philips. By joining the new initiative, member practices will be able to double their treatment case load within a year, both compa- nies said. Founded by Birming- ham dentist Dr Sandeep Kumar, MiSmile currently consists of more than 50 practices across the UK that, combined, have fin- ished over 10,000 Invisalign cases. The new whitening net- work will make use of Philips’s approved Zoom Whitening solu- tion and offer a proven bespoke lead generation programme that directs qualified leads to the practice in an exclusive, ring-fenced geographical area. Other benefits include prac- tice-wide access to a dentistry- specific lead nurturing platform called DenGo, which, according to both companies, helps to nurture and convert these enquiries into cases and turn them into long- term patients. It will further pro- vide on- and offline marketing tools to help a member practice promote Zoom Whitening to new and existing patients and conse- quently generate new revenue streams. Network meetings, support, training and mentoring pro- grammes help the practice princi- pal and team on an ongoing basis, they added. “I would like to help other prac- tice principals apply the knowledge I have gained both with Invisalign and with Zoom to double their tooth whitening case volume,” said Kumar. “I am putting out a personal invitation to become one of the first to join the Zoom Whitening Network and benefit from the op- portunities for future practice growth in an enticingly new way that is entirely proven.” Philips further announced that it has started a new campaign exclusively aimed at dental hy- gienists with the introduction of a digital hub under the name Shine On. On the platform, among other things, hygienists will have access to video testimonials, industry news, educational resources and regular Shine On sweepstakes with giveaways. The launch in Bir- mingham was joined by leading