Dental News - The science that shows there’s no need for numbing before drilling

Robert Selleck, DTA

Thu. 10 May 2012

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ANAHEIM, Calif., USA: A brand-new convention booth isn’t the only big change going on with SS White this year. Even more important is the esteemed company’s new, highly interactive website, located at www.sswhiteburs.com, and its increased focus on providing consultation and training to dental professionals interested in its products. The changes attracted lots of attention at the recent CDA Presents meeting.

“The new website was just launched, and it’s worth a visit,” SS White Director of Domestic Sales Jeff Durrbeck told Dental Tribune during the meeting. “It’s far more than the industry’s standard online catalogue concept. You’ll find lots of high-def photos and videos and comprehensive technique guides.”

It’s all part of the company’s commitment to not just provide dental professionals with high-value products and services, but to also do everything it can to make practitioners immediately comfortable with and confident about using the products.

A prime example is its Comfortable Cavity Preps, which remove the need for anesthesia when treating most dental caries cases.

“The prevailing mindset is that all patients must be numbed up before any drilling,” Durrbeck said. “It’s important for us to show the science behind this alternative approach and be available to guide dental professionals through first-time use of it and our other products.”

A general-practice practitioner or endodontist can request that an SS White representative visit the practice to provide a thorough clinical presentation on the science behind any of its products and also be chairside with the dentist during first-time use to immediately answer question that might come up.

“It’s really exciting to see a dentist use something like the Comfortable Cavity Preps for the first time,” Durrbeck said. When patients are surprised at how quickly the work is performed, especially when there’s no needle needed at the outset, the dentist quickly sees the value.

“The pattern is that every time you do a Comfortable Cavity Prep, you get a referral because the patient is so pleased. That can mean another $40,000 in annual revenue for the practice; and there’s also an 80-hour reduction in chairtime,” Durrbeck said.

Other news from the company includes its shift to now serve the full-spectrum of endodontics and restorations. It’s using its 160-plus year history to bring a broadened focus to its product line, focusing on identifying and cleaning all the canals, while also leaving as much healthy tissue as possible to help ensure the success of restorative work on the crown.

“We understand both sides of the equation,” Durrbeck said, “from the top of the crown to the apex.”

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