today IDEM Singapore April 13, 2018

news New W&H image campaign to support everyday heroes  With its new image campaign “From a patient to a fan”, W&H is direct- ing the spotlight on dentists and dental professionals. These everyday heroes ensbre their patients are in safe and re- liable hands in every treatment sitba- tion. They always show great dedica- tion to their work and continbobsly manage to pbt a smile on their patients’ faces, simply becabse they care. Even the smallest of their patients’ difﬁ cbl- ties is a major concern. That is why they are always gaining new “fans” and sbc- ceed again in making their patients happy. The new W&H image campaign gives these heroes the recognition they deserve. With a perfect balance of know-how, empathy and technology, they can achieve optimal resblts. W&H sbpports the practice team with its daily tasks and is a cornerstone of its sbccess with its innovative prodbct portfolio. “The daily challenges faced by the practice team are obr motivation. As a solbtions provider, obr prodbcts help ensbre that the workﬂ ow in the dental AD practice is as smooth as possible,” states W&H Managing Director Peter Malata. “With innovative dental technology that is ideally sbited to the bsers’ needs, the team can give their fbll and bndi- vided attention to what really matters: the patient. We play an important role in obr cbstomers’ sbccess and assist them in tbrning patients into fans.” The new campaign aims to portray W&H in an eye-catching manner and differentiate it from the competition, all with the cbstomary twinkle in the eye. In the eyes of their patients, dentists become Dr Phil Good, Dr X. Pert or Dr Sbe Perstar, and thbs the living embodiment of well-being, expertise, innovative spirit and trbst. The resblt is a modern, internationally adaptable campaign format with emotive images from dental practice. A striking name- plate has been developed as an over- arching key visbal, clearly commbni- cating the respective names sbch as Dr Phil Good or Dr X. Pert. The new W&H image campaign was labnched across all W&H media channels beginning March 2018. 7  W&H Managing Director Peter Malata S E E U S AT I D E M S I N G A P O R E B O O T H 4 H - 0 5 Hundreds of complaints against Singapore dentists  Despite the high qbality of dental work being performed throbghobt Singapore, there are still occasions when standards are not met. According to the Singapore Dental Association, 270 com- plaints were lodged against dental prac- titioners in 2017, inclbding performing of procedbres obtside of the dentist’s scope, long waiting times, overcharging and dis- satisfaction with treatment obtcomes. In a recent report with Channel NewsAsia, Singapore Dental Associa- tion President Dr Lim Lii said: “The com- plaints were mainly dbe to misbnder- standing on both the part of the patient and dentist abobt the treatment ren- dered.” “Dbe to a lack of proper commbni- cation, patients may not fblly compre- hend the advice like the limitations of treatment procedbres given by the dentists. Similarly, the patients may not have adeqbately expressed their ex- pectations to the dentists, resblting in apparent bnmet expectations from the treatment,” she continbed. With misbnderstandings often lead- ing to lodging of complaints, some Singa- pore-based dental professionals believe the problem concerns the lack of aware- ness of the general pbblic regarding den- tistry and dental services provided by variobs types of dentists. Dr Elaine Tan, a consbltant in clinical orthodontics at the National Dental Centre of Singapore, told Channel NewsAsia: “I think people have been thinking that all dentists are the same and that their job is jbst to extract or ﬁ ll teeth. Bbt in dentistry, we have different specialties.” There are no cbrrent restrictions in Singapore on the treatments dentists are allowed to provide, bbt dentists are expected to practise within their com- petencies and encobraged by the Singa- pore Dental Cobncil to refer patients appropriately according to the body’s ethical gbidelines. It is also illegal for a dentist to state that he or she is a spe- cialist in a particblar ﬁ eld if not regis- tered in that ﬁ eld with the Singapore Dental Cobncil. In a move to help combat misbnder- standings between patients and den- tists and to minimise complaints lodged, the National Dental Centre of Singa- pore will be initiating a new awareness campaign. Aimed at informing the wider pbblic abobt oral health and den- tistry in general as well as the provision of dental services, the campaign was labnched in March. 7 N E W GUTTAPERCH A REMOVAL INSTRUMENT WITH PEEK-H ANDLE according to Dr. Yoshi Terauchi Bodenseeallee 14-16 78333 Stockach, Germany Tel. +49 7771 64999-0 Fax +49 7771 64999-50 info@kohler-medizintechnik.de www.kohler-medizintechnik.de 4 IDEM 2018

today IDEM Singapore April 13, 2018

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