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EDSA Sponsors

In profile

One of the first laws of human nature states that if you want people to understand you, they must feel that you understand them first. Put another way; understand before you seek to be understood. As dental professionals you need to understand your patients’ life situations, their concerns and desires as readily as you diagnose their clinical situations. Profiling is a method psychologists use to understand and define personality traits and therefore predict typical behaviours. Increasingly Dental Professionals are being encouraged to draw on profiling techniques in their practices and to help them with this, and to communicate more effectively with their patients, Philips has developed ‘Patient Profiles’. These are a set of resources for patients and professionals which can be used to help define patients’ likely responses according to their oral health condition and ‘profile’. Cast of characters Each oral health condition is represented by a character with a common dental issue and the aim of the Patient Profile is to help patients understand more about their situation and identify with the character which represents it. The first profiles to be launched feature Mr Palmer who has gingival inflammation and Emily and Sarah who have orthodontic braces – characters who have very specific cleaning needs. Then there is Rachel who represents cosmetic dentistry for those patients interested in the benefits of whiter teeth and Tony who is healthy, and who reinforces Philips’ initiative to explain the difference between power tooth brushing and manual tooth brushing. A

balloon-holding child called Sophia represents the special brushing needs of children up to the age of ten. Further profiles for patients with dental implants and hypersensitivity will be added to the cast of characters in the near future. Philips has used different profiles to support the launch of several new Sonicare products to their range. For example, Sophia’s profile was created to support the launch of its new Sonicare For Kids brush and Mr Palmer’s profile will enable dental professionals to introduce the benefits of FlexCare+ which motivates patients to brush for longer and has a special gum care mode. Rachel who is interested in cosmetic dentistry points patients in the direction of Sonicare HealthyWhite. The Company’s goal is to develop programmes and materials that encourage dialogue and help the dental professional to support their patients’ care efforts. The Patient Profiles offer dental professionals two engaging approaches that they can use with their patients to reinforce their ongoing educational efforts for better oral health. The resources include patient materials for the waiting rooms which provide education on specific conditions with a brief description of the role Sonicare can play in dealing with it. These are backed by professional materials designed to help dental professionals educate their patients about the condition itself and highlighting the reasons why Sonicare can tackle their specific need. At the launch of Patient Profiles Philips’ Senior Director of Marketing, Erik Hollander explained “To help support dental professionals and their patients to optimise oral care results we have

EDSA Magazine - Winter 2010  

EDSA Magazine - Winter 2010

EDSA Magazine - Winter 2010  

EDSA Magazine - Winter 2010

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