Periodontist establishes club for brush buyers

Marketing model benefits patients, dental professionals, and manufacturers.

Perio Disease Fo

BOHEMIA, New York--Long Island periodontist Dr. Paul Crane has partnered with numerous leading interdental brush manufacturers to establish a Web-based company called Interdental Brush Buyers’ Club.

Perio Disease FoIBBC uses easy-to-navigate custom software designed to provide dental professionals with a continuous supply of free brand interdental brush samples while encouraging the use of interdental brushes by patients through education, incentives, and convenient availability at a discounted price.

The IBBC provides solutions to the most common barriers that dental professionals face in recommending the use of interdental brushes, including the high cost associated with providing product samples and compliance difficulties patients have finding the brand and size recommended.

“An adequate supply of samples is required by the dental professional in order to provide patients proper introduction, education, demonstration, and sizing of interdental brushes,” remarked Dr. Paul Crane, founder of Interdental Brush Buyers’ Club.

“Our goal is to better enable the most important educator, the dental professional, by furnishing the necessary supply of samples to teach patients the skills they need to kick start this very important life-long oral hygiene habit.”

The IBBC method applies a marketing approach that offers a positive outcome for consumers (patients), dentists, and interdental brush manufacturers.

Through partnerships with leading interdental brush manufacturers including Sunstar Americas’ Proxabrush G·U·M brand, Piksters, TePe, and StaiNo, IBBC offers a dentist- and patient-friendly web store. The IBBC facilitates continued patient compliance and long-term periodontal, dental, and general health by promoting reduced pricing and larger quantity orders.

Automatic shipments are encouraged so patients will no longer have to remember to buy them. Prescription pads are provided that directs the patient. This makes it easy to find the exact size and brand recommended by their dental professional on the IBBC website.

By recommending their patients to the IBBC website, dentists accumulate credits equaling 7% of their referred patient purchases. The custom shopping cart software links the patient with the referring doctor by use of the doctor’s telephone number. Dentists can then log on to their secure personalized login page and trade their credits from referred patient purchases for office samples. They also have access to details of their patients’ transactions to evaluate compliance. Credit and referral histories are documented.

The IBBC also allows manufacturers a no-cost opportunity to expand their marketing base and to advertise to dentists and patients. The IBBC website promotes each participating brand with a prominent link to company information and enables distribution of their samples to dental offices, again, at no additional cost to the manufacturer.

Furthermore, the IBBC website highlights the importance of interdental brushing and contains a variety of educational information about its importance in the prevention and treatment of periodontal disease. This includes a bibliography and abstracts of clinical studies along with 3-D instructional and educational videos.

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