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For Dental Sales Professionals

Braced for Best Outcomes Amid growing options for orthodontic treatment, orthodontists continue to offer patients their unique expertise.

November 2019

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FOR DENTAL SALES PROFESSIONALS

NOVEMBER 2019

Editorial Staff Editor Laura Thill lthill@sharemovingmedia.com Managing Editor Graham Garrison ggarrison@sharemovingmedia.com Founder Brian Taylor btaylor@sharemovingmedia.com Senior Director of Business Development Diana Partin dpartin@sharemovingmedia.com Director of Business Development Jamie Falasz, RDH jfalasz@sharemovingmedia.com Art Director Brent Cashman bcashman@sharemovingmedia.com Circulation Wai Bun Cheung wcheung@sharemovingmedia.com Associate Editor Alan Cherry acherry@sharemovingmedia.com

First Impressions Digital Edition is published monthly by Share Moving Media 1735 N. Brown Rd. Ste. 140 Lawrenceville, GA 30043-8153 Phone: 770/263-5257 Fax: 770/236-8023 www.firstimpressionsmag.com First Impressions (ISSN 1548-4165) is published monthly by Share Moving Media, 1735 N. Brown Rd. Ste. 140, Lawrenceville, GA 30043-8153. Copyright 2019 by Share Moving Media. All rights reserved.

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Braced for Best Outcomes Amid growing options for orthodontic treatment, orthodontists continue to offer patients their unique expertise.

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Healthy Reps

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Windshield Time

Health news and notes

Automotive-related news

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Braced for Best Outcomes Amid growing options for orthodontic treatment, orthodontists continue to offer patients their unique expertise. BY LAURA THILL

A beautiful smile can do wonders for our self-esteem, particularly when our photo is plastered across Facebook and Instagram. And patients today have more options for improving their smile than ever before – from ordering aligners online to seeking treatment from a general dentist. That said, some dental professionals believe there are advantages to working with an orthodontist.

For one, orthodontists bring additional training – usually between two and three years of specialized academic and clinical training – to the operatory, compared to general dentists. “This equips the specialist to treat a wide range of orthodontic patients utilizing the appropriate methods,” says Rasheed Khalifa, DDS, an orthodontist based in Manteca, Calif. “Most importantly, the specialist’s knowledge of human growth and development helps the specialist arrive at the correct diagnosis of the orthodontic problems, leading to better treatment results.

“Addressing an improper bite or malocclusion in its various manifestations is the most common reason I treat orthodontic patients,” Khalifa says. “Common examples of improper bite are excessive

overjet (often referred to as over-bite or buck teeth) under-bite, anterior deepbite, anterior open-bite, individual tooth or teeth cross-bite, rotated teeth, spaced or crowded teeth.”

Although he typically recommends fixed metal braces for teenagers and ceramic fixed braces for adults, in some cases, patients can be fitted with clear aligners. But this isn’t the best option for every patient, he adds. “While clear aligners have made orthodontic treatment appealing to teen and adult patients who are not comfortable wearing braces, in some cases, they may not be the right choice for the correction they require.”

In fact, for some extreme cases, even traditional treatment with fixed

braces will not suffice. For instance, to treat jaw abnormalities in growing children, Khalifa modifies their growth pattern utilizing myofunctional removable appliances. Gross skeletal jaw abnormalities in non-growing patients may require orthognathic surgical correction, such as orthodontics combined with jaw surgery, he says. Thanks to technological advances like digital X-ray and scanners and 3D printers, orthodontists can provide more accurate diagnoses and efficient treatment. And the incorporation of nickel/titanium alloy in arch wires and coil springs has nearly eliminated the need for pulling teeth in patients with crowded or underdeveloped jaws, he says.

A day’s work On a typical day, Khalifa sees between 30 and 40 patients, either to place braces, make necessary adjustments, remove orthodontic appliances or check bite stability on patients already in retention. “The majority of these patients require adjustments, such as activating

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ORTHODONTISTS

their orthodontic appliances by bending or changing arch wires and/or changing their elastomers,” he explains.

It’s common for a patient to schedule an emergency visit because an arch wire is poking his or her gums and must be cut flush. But, the day after Halloween traditionally is one of the busiest days of the year for emergency calls, according to Khalifa. Indeed, sticky, chewy or hard treats can play havoc on orthodontic appliances. “We promote the American Association of Orthodontists’ Orthodontic Health Month recommendations and post braces-friendly tips on social media, but we still end up with calls regarding broken braces and wires,” he says.

Emergencies aside, however, some patients simply are less motivated than others when it comes to complying with treatment, Khalifa says. Teens sometimes require regular encouragement to wear

Rasheed Khalifa

“ From the patients’ perspective, they are very aware of the need for orthodontic treatment when their teeth are crooked, obviously spaced or they have a gross over or underbite. And social factors like social media and selfies have made the public even more conscious of their smiles.”

– Rasheed Khalifa, DDS

their removable elastics or maintain good oral hygiene, he says. “We talk to them and sometimes offer reward programs. In fact, we’ve improved compliance by offering patients points toward a monthly movie ticket drawing.”

That said, patients generally do what it takes to get the best possible results.

“I emphasize to patients that straight teeth are easier to clean and lead to lifelong better oral and overall health,” says Khalifa. “From the patients’ perspective,

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they are very aware of the need for orthodontic treatment when their teeth are crooked, obviously spaced or they have a gross over or underbite. And social factors like social media and selfies have made the public even more conscious of their smiles.”

Greater competition As more general dentists have added orthodontics at their practice, and patients have more options for treatment, orthodontists

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must work harder to market their services, according to Khalifa. “In order to remain competitive, orthodontists must market their practice heavily,” he says. “This can be accomplished the traditional way, by establishing good rapport with the referring general dentists. But I also recommend in-house marketing by the whole staff, which should reflect the desired image of the practice. This may include programs that keep patients and their families engaged with the office and the treatment, as well as community involvement.

“In this era of the patient experience, it’s especially important that orthodontic practices take full advantage of online and social media to reach their market niche, as well as offer contests and rewards to engage young patients and their families,” says Khalifa. Bottom line, he explains, orthodontists want to see patients benefit from an improved smile, facial appearance and oral health, and inevitably, better self-esteem.

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HEALTHY REPS

Health news and notes Vaping: Safer than smoking?

Something to chew on

Women’s Health Study

E-cigarette “vaping” is widely assumed to be safer than cigarette smoking, but scientists at the University of North Carolina School of Medicine reported evidence in August suggesting that vaping promotes the same cellular responses found in smokers who suffer with emphysema. In a study published in the American Journal of Respiratory and Critical Care Medicine, the UNC scientists found that the lungs of vapers – like the lungs of smokers – have elevated levels of protease enzymes, a condition known to cause emphysema in smokers. The researchers also found that the nicotine in vaping liquids is responsible for the increase in protease enzymes.

A study of human stool samples reveals that people inadvertently eat thousands of tiny plastic particles every year, researchers reported in the Annals of Internal Medicine. Various types of microplastics were detected in fecal matter, suggesting that plastic particles are present in many different sources.

More than 350 million tons of plastic are produced each year, and some of it pollutes the environment. Microplastics, or plastic particles smaller than 5 mm, may be ingested by marine organisms, where they can then enter the food chain. The scientists emphasize that further research is needed to determine the effects of plastic ingestion on human health.

The National Institutes of Health, Apple, and the Harvard T. H. Chan School of Public Health announced a research partnership for a major long-term study of women’s health. The collaboration will permit researchers to study conditions including pregnancy, infertility, polycystic ovary syndrome (PCOS), menopausal transition, and osteoporosis. Apple’s new Research App will help users participate in the study and will be a free download in the App Store later this year. The intention is to improve women’s health by identifying the factors that impact women from around the country. This new study will connect academic medical institutions, healthcare organizations, and Apple products.

Risk-reducing medications and breast cancer The U.S. Preventive Services Task Force in September recommended that clinicians offer risk-reducing medications to women who are at increased risk for breast cancer and at low risk for adverse medication effects. This recommendation applies to women age 35 years and older without signs or symptoms of breast cancer. It does not apply to women who have a current or previous breast cancer diagnosis. The Task Force found that three types of medications – tamoxifen, raloxifene, and aromatase inhibitors – can reduce a woman’s chance of developing invasive breast cancer. When deciding whether or not to offer medications, clinicians should carefully consider their patients’ risk factors for breast cancer and balance these against the potential harms from the medications, some of which may be serious or even life threatening, such as blood clots or other cancers.

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WINDSHIELD TIME

Chances are you spend a lot of time in your car. Here’s some automotive-related news that might help you appreciate your home-away-from-home a little more.

Automotive-related news ‘Jeopardy’ on the road Jeopardy fans can now download the Drivetime app and play the trivia game on their next road trip, reports CNET. Each game is hosted by Alex Trebek and has trivia from the past 35 seasons. Jeopardy joins Drivetime’s other voice-based and hands-free games, and will offer a free game every weekday. Drivetime offers subscriptions for $10 a month and an auto-renewing yearly subscription at $100 a year. The app is available for iOS and Android devices.

miles per hour and 548.432 mph, for an average of 531.889 mph. Kitty O’Neil set the existing record of 512.7 mph in 1976 – shattering the land-speed record for women by about 200 mph.

Hand-me-downs In the U.S., battery-powered cars make up fewer than 2 percent of new vehicle sales, reports Wired. That desultory number, though slowly increasing, makes clear that for all the technology’s upsides in performance, design and environmental impact,

gasoline tax at the pump. The fact is, numerous states have crafted workarounds, and are charging EV owners far more than the standard gas tax, reports MSN. Among the 26 states that already impose fees, Arkansas, Colorado, Mississippi and Alabama charge the most, according to a study by Consumer Reports. Each state’s fees are 198%, 197%, 158% and 127% more than the gas tax, respectively. EV owners in Arkansas will cough up $200 annually to operate an electric vehicle on local roads, for example. The lowest current fee is Virginia at 5% more than the gas tax.

Finance charges way, way up

Jessi Combs remembered The newly created Jessi Combs Foundation is dedicated to educating, inspiring and empowering the next generation of female trailblazers and stereotype-breakers.

Combs died in August while attempting a speed record on a dry lake bed in Oregon.

She was driving the North American Eagle Supersonic Speed Challenger – a repurposed F-104 fighter jet which she had piloted to previous women’s four-wheeled speed records. She was 39. A submission to the Guinness World Records could give Combs the record as the fastest woman in the world, reports Motor 1. She successfully completed runs going 515.346

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consumers remain skeptical of the high prices and limited range that come with a charging cord. But new data shows that EVs are starting to catch on in used-car shopping sites. One site, Shift, says that in the first half of this year, electrics tripled their share of sales compared with the same period of 2018, to 4 percent. Add in hybrids and the number gets more impressive. “Twenty percent of what we sell is hybrid or electric,” Shift co-CEO Toby Russell is quoted as saying.

Gotcha!

Electric-car owners: Enjoy – for now – the fact that you’re free from your state’s

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It’s going to cost you more to buy a new car this year, reported the AAA in September. Finance costs on new car purchases have jumped 24% in 2019, pushing the average annual cost of vehicle ownership to $9,282, or $773.50 a month. That’s the highest cost associated with new vehicle ownership since AAA began tracking expenses in 1950, and a reminder that the true costs of owning a vehicle extend far beyond maintenance and fuel. “AAA found finance charges rose more sharply in the last 12 months than any major expense associated with owning a vehicle,” said John Nielsen, AAA’s managing director for automotive engineering & repair. The spike in finance charges – which rose from $744 to $920 – comes as 72-month car loans have become increasingly common, meaning car buyers are paying more, and longer, for their vehicles. Long-term loans offer lower monthly car payments, but they ultimately cost the consumer more. AAA found that, on average, every 12 months added to the life of a loan adds nearly $1,000 in total finance charges.

QUICK BYTES

Editor’s Note: Technology is playing an increasing role in the day-to-day business of sales reps. In this department, First Impressions will profile the latest developments in software and gadgets that reps can use for work and play.

Technology News WiFi 6: What’s the deal?

The Wi-Fi Alliance announced in September that it would start offering WiFi 6 certification to device manufacturers. The main thing you need to know is that WiFi 6 provides much faster speeds than the WiFi we all use right now, reports Mashable. According to CNET’s testing, it can outpace the average download speed in the United States by 1,000 percent. One of the other selling points, per the Wi-Fi Alliance, is that WiFi 6 can perform better in crowded environments (e.g., sports stadiums) where a lot of devices are connected to a single network. One caveat: We’re still in the early stages of WiFi 6 deployment, and devices need to be built with the standard in mind to take advantage of it. Most home networks can’t yet support it. But already, Netgear has produced some WiFi 6-compatible routers.

Pet tech Interactive toys, automated feeders or fountains, and grooming devices lead the list of pet-tech products purchased by U.S. pet owners, reports Orlando Magazine.

About 8 million additional households plan to buy pet tech in 2020, according to the Consumer Technology Association’s 21st annual “Consumer Technology Ownership and Market Potential Study.” That said, many pet owners, despite their reliance on their own Fitbits or Apple Watches, miss out on some of the biggest benefits of pet tech, says Steven Hummel, senior research analyst for the CTA. Although they indicate that “ensuring the well-being of their pets is of paramount importance, it’s unfortunate that pet owners are least aware of the various types of products

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which do just that. Less than one-fifth of pet owners have heard of devices that monitor a pet’s health and track their fitness, for example.”

Your reputation precedes you Israel-based Intellithings has brought its “presence sensing technology” to market with RoomMe, a personal location sensor that can identify you when you enter a room and trigger your smart home devices – e.g., smart lights, music, thermostat – to perform based on your personal preferences, reports Digital Trends. The sensor creates a virtual Bluetooth Low Energy curtain at room entrance and tracks smartphones that pass through it, says Intellithings. RoomMe can identify up to 16 individual family members.

Instant photos by (who else?) Polaroid Polaroid’s new Lab instant photography device creates hard copies of any digital photo on your phone without the need for wires or fiddling with wireless settings,

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reports Gizmodo. Instead, light from your smartphone’s screen is projected and used to directly expose Polaroid’s instant film. The device – which looks vaguely like Polaroid’s instant cameras – has a platform on which users place their smartphones face down. Inside the Lab, three lenses focus the projected light from the phone’s screen down onto the Polaroid film, which creates the exposure. There are some trade-offs, reports Gizmodo. If you’re hoping for a crisp, 8x10 recreation of a beautiful portrait photo you snapped on your smartphone, this isn’t the solution for you. Polaroid film is still known for its lo-fi aesthetic (which some photographers still prefer), and the analog approach taken here will soften and desaturate images in the process.

Sniffing out diabetes Diabetes alert dogs are trained to use their acute sense of smell to alert their owners early of a peak or dip in blood sugar before it becomes dangerous. The founders of AerBetic thought up their wearable’s feature set by asking, “How does the diabetes alert dog do it?” reports Consumer Technology Association. AerBetic is a noninvasive wearable diabetes monitor that passively and continuously monitors blood sugar levels, along with a partner app that allows the user to set up alert communications to a network of caregivers or health care providers. To monitor changes in blood sugar levels, the AerBetic wearable uses a nano gas sensor, created by AerNos™, to detect certain gases that humans naturally emit at the ratios and ranges that scientists have identified as early indicators of hypoglycemia or hyperglycemia.

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