Dental News - Colgate Professional Direct offers product recommendations for patients

Dental Tribune USA

Tue. 22 September 2020

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NEW YORK, N.Y., USA: Colgate is introducing a new technology platform it calls Colgate Professional Direct (CPD), a website for dental professionals to make recommendations at the click of a button and send discounted Colgate products right to patients’ homes.

“There has always been a need for a service that promotes patient compliance and supports the patient in implementing the recommended treatment plan,” said Patrick Casey, marketing director at Colgate-Palmolive, in a press release announcing the new effort to make convenient product recommendations a reality for patients. “As the dental community perseveres through the COVID-19 climate and patients start to get back on track with oral hygiene, Colgate Professional Direct can be that service for professionals, as well as a valuable tool overall for dental practices.”

Colgate Professional Direct is a website that allows dental professionals to make recommendations to patients at the click of a button. (Photo: Colgate-Palmolive)

With Colgate Professional Direct, it only takes a little friendly advice and the push of a button to help patients to elevate their oral health, the press release from Colgate said. All dental professionals need to do is access the website from a computer, tablet or smartphone and create a profile. Then they can choose products and send the recommendations directly to their patients via text or email. Patients then click a link to the CPD cart and easily check out. When patients buy through CPD, products are priced at a discount (versus retail), the company said.

The website will also provide access to the latest Colgate products, such as the new hum by Colgate smart rechargeable electric toothbrush. This new brand of smart toothbrush offers patented connected technology at an accessible price, guiding users to brush better by making it simple to track the frequency, duration and coverage of an individual's unique brushing style and to get personalized recommendations on how to improve, the company said.

“Colgate strives to make dental professionals’ jobs easier and their patients’ lives better through trusted and high-quality oral care products, with this project we are inviting Dental professionals to champion a lifetime of healthy smiles,” said Flávia Palone Aldarvis Bacarin, brand manager at Colgate Oral Pharmaceuticals. “We are so excited about Colgate Professional Direct because it allows us to do both.

“Patients benefit from having access to Colgate’s wide range of discounted specialty products; professionals benefit from eliminating in-office inventory management and sales processing, in addition to being able to communicate more effectively with patients and better monitor their oral care routines.”

Dental professionals who use CPD in their practices will have another reason to smile when they learn how they can choose to accept 10 percent of the sales amount or redirect these funds (in whole or in part) to support the Colgate Bright Smiles, Bright Futures program, the company said.

Dentists can register at pro.colgatedirect.com.

(Source: Colgate-Palmolive)