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| trends & applications lasers FDA approval for dental laser marketing Significant decrease in missed appointments Applications for and research on lasers in dentistry continues to expand since their introduction to the dental profession. Dental laser systems are cleared for marketing in the United States via the Food and Drug Administration (FDA) Premarket Notification [510(k)] process. The review team determines whether the product under review meets relevant criteria for “substantial equivalence” to a predicate device (the term “predicate” is used to describe any device that is marketed for the same use as the new device, even if the actual technologies are not the same).5 There are three key points in the marketing of dental lasers: 1. Efficiency: In a dental practice, efficiency is one of the key factors that draw the thin line between growth and failure. Efficiency is based on the ap- plication of technology. The more we succeed in incorporating the latest advances, the more we ensure that our practice is increasing revenues, enhancing patient experiences and expanding re- ferrals. Efficiency in a practice accounts to increase the happiness quotient of both patient and dentist. 2. Reduced chair time: Speed is another major var- iable to consider when choosing the dental laser. Lasers are certainly a bit slower than the conven- tional drill, but this lapse of time does get well compensated with the fact that there is no waiting period of numbing involved. 3. Improved patient experience: Drill-free and no anaesthetic procedures are always more welcom- ing to the patients. Dental lasers create a virtually pain-free experience, which is a definite game changer for the vast majority of patients. The above mentioned points can be easily used as key markers in promoting dental lasers. Since there are ump- teen amounts of data supporting these facts, patients can also be encouraged to search around online before booking in their appointments. Relevant information can be communicated by different forms of media: · Social media such as Facebook, Twitter, Snapchat, Instagram · Advertisements through radio or TV channels · School screenings: information leaflets on lasers can be included along with the school dental re- ports. This makes information reach home and triggers the first step of curiosity to get to know more and use the service if or when required. Laser marketing and practice Pain is certainly an abstract phenomenon and its perception changes from one patient to another. Hav- ing lasers in the dental practice with their added ad- vantages certainly decreases the perception of pain to a large extent. Patients are no longer afraid to sit in the chair and receive the care they need. This helps decreasing the number of missed appointments. Increased new patient volume Satisfied patients add a lot to any practice. Den- tal lasers give dentists the opportunity to increase new patient referrals because of the unique experi- ence lasers enable for existing patients. Patients feel so positively motivated that they talk about their experience to family and friends, thereby spreading the name of practice by word of mouth. More referrals Being unique projects the practice as a cut above the rest. This helps increasing the referrals from other practices and also from colleagues in the same prac- tice. When the practice comes to be known as laser specialty practice, it becomes a known referral base for specific procedures and also for those who are technology-friendly.6 New procedures Laser equips the dentist to perform a wide variety of procedures that could not be handled otherwise. The lack of anaesthesia, blood, sutures and minimal postoperative discomfort enables dentists to per- form procedures such as labial and lingual frenecto- mies, fibroma removals to exposures, crown length- ening and much more. New procedures get added to a dentist’s repertoire that would previously have been referred out or untreated. Many of these pro- cedures can be performed during the same visit; thereby, increasing revenue growth without having to add a second appointment. Conclusion There has been a long road between the times when lasers were taken as the adjunct only for high- end practices and procedures, to the current times, where laser is used as a regular armamentarium. In the world of marketing, lasers have brought dentistry to Blue Ocean. The frequent use of a laser by offices has resulted in a higher level of patient comfort, increased case acceptance for routine care, larger cases, and improved doctor productivity.7 Dental lasers add a lot on the functioning of dental practices. They not only boost up the revenues, pri- marily due to the cost differences between laser and conventional treatments, but also improve the actual functioning of the practice in several manners. Following the principles of the Blue Ocean Strat- egy, practices that offer compassionate care using advanced technologies such as lasers will be the offices that experience the largest influx of new patients in the future._ Editorial note: A list of references is available from the publisher. This article was first published in laser magazine 4/2016. contact Dr Imneet Madan Specialist Pediatric Dentist MSc Lasers Dentistry (Germany) MDS Pediatric Dentistry MBA (Hospital Management) Children’s Dental Center, Dubai Villa 1020 Al Wasl Road, Umm Suqeim 1, Dubai United Arab Emirates Tel.: +971 506823462 imneet.madan@yahoo.com www.drmichaels.com 12 roots 2 2017