CASE STUDY-SPIN DOCTOR SCIENCE
Optiva Corporation asserted that Sonicare, its model of electronic toothbrush is a plaque remover that vibrates very rapidly and has a two minute timer alerting a brusher when to stop. In ads Sonicare claimed to be superior to any other on the market by making some eye-widening claims. Sonicare cleans beyond the bristles using invisible sound waves! Sonicare attacks bacteria below the gum line which explicitly linked to heart disease, stroke, and low birth weight! Sonicare bristles are less abrasive than other because of the results on 2,000 test subjects (dead pigs) in eighteen patient weeks of study.
Optiva has dental incentive programs which encourage dentists to promote and market Sonicare to patient while in the hygienist's chair. This incentive program has been very successful partnership for Optiva and dental offices.