Pre-IDS 2011 Interview with Erik Hollander

25 Februari 2011 - Op 22 maart 2011 start de IDS in Keulen. De redactie van het Tandtechnisch Magazine ontving het volgende verslag van een vraaggesprek met Erik Hollander, Senior Director Professional Marketing Philips Consumer Lifestyle.

Question 1: Why is it important to visit the Philips stand at the IDS?

We hope delegates to the IDS will be motivated to visit the Philips stand to find out more about the launch of a world innovation in oral health. In a profession where the word NEW is often used but rarely lives up to the billing, this is literally a world first, possibly on the scale of the introduction of sonic technology for tooth cleaning.  In addition we will be announcing several ground-breaking developments to the Sonicare sonic toothbrush range which will take brushing to an advanced level.

Because we have an ethos which encourages people to “Experience the Difference” for themselves we are encouraging visitors not just have to take our word for it – but experience the difference these products will have for themselves.

(For members of the press, a number of eminent clinical and academic experts in the field of oral health will be at the breakfast launch on the Philips stand to offer their objective opinions about the new products. They will also be available for one-to-one interviews during our VIP press breakfast between 8.00 and 9.00 am on 22 March 2011).

The Philips stand is located in hall 11.3, aisle H, booth No 19.

Question 2: What kind of world innovation can we expect?

I can say this much: It is not a toothbrush, but it is an innovation from our immediate field of competence in oral healthcare and biofilm management of dental plaque. So you can really look forward to this world innovation, which you will be able to test for yourself as well – right at our stand.

Question 3: Will stand visitors also be able to see new products from the Philip Sonicare power toothbrush line?

As I mentioned we will be announcing another innovation which will further upscale the Sonicare brand and which is likely to shape tooth brushing in the future.  In addition, stand visitors will be able to find out more about the Sonicare for Kids, which is the first sonic toothbrush especially designed for children, and the Sonicare Flexcare+ both of which will be new for many of our visitors, since they were launched after the last IDS. We are looking forward to presenting new study results about the efficiency of biofilm management with Sonicare sonic technology.  So as you can see, Philips is not a company to rest on its laurels and we are always striving to exceed previous expectations, so I hope you are intrigued and would suggest you visit with a curious mind, as we can’t wait to tell you more.

 Question 4: What does the Philips Sonicare portfolio of the future look like?

The core Sonicare technology, which is at the heart of every brush we produce is already extremely efficient, as many studies have demonstrated, however we are keen to push the boundaries and boost its efficacy. Over the last few years we have been able to expand the range, so we can offer the right product to suit different specific target groups according to age, specific requirements or greater health needs.

The Sonicare of the future will be shaped to reflect future lifestyles. Being a lifestyle corporation in the technology sector provides us with a number of insights in this area and we are now applying these learnings to develop products to meet the future health and lifestyle needs of a techno-sophisticated generation with greater expectations and more specified needs.

You are likely to see products which improve patient compliance and offer the perfect biofilm management, which are not only attractive to look at and easier to use, but are recommended by dental professionals because of the improved oral health benefits they confer. Ultimately we know we can cater for both ‘want’ and ‘need’ equally to satisfy professionals and patients alike.

Question 5: Will it again be possible for guests to test your products on location?

We actively encourage it. Two years ago, more than 5,000 visitors to our stand used the opportunity to test Philips Sonicare power toothbrushes: After all, Philips Sonicare is the most recommended brand for sonic toothbrushes worldwide and many wanted to find out why for themselves rather than rely on word of mouth. This year we have set up an ‘Experience Zone’ where we will provide visitors with information and practical advice, not only to ensure each visitor fully benefits from their personal trial, but so that they are conversant about the products’ differentiators and are able to apply them with patients immediately after the IDS.

Question 6: Is Philips still committed to the field of patient motivation?

Absolutely. What’s the use of oral healthcare products, when they are not being used consequently and with conviction in the bathroom?

We are well aware of our responsibility as a company, which is why we want to improve oral home healthcare even further not only by providing the best tools for the job but ones which motivate people to use them and keep using them. We rely on the suggestions of dental professionals and encourage them to use our products themselves, as by doing so they can guide their patients and recommend with conviction.

Compliance is a major focus for us this year and during the IDS we will be conducting a daily compliance study. Visitors to the stand will be asked a series of questions when they trial the products in our brushing booths. This information will be used to highlight the gulf between recommendation and compliance and, we hope, will go some way to helping us communicate ways to close the gap.

We already offer considerable support to encourage better compliance by providing innovative marketing tools, including DVD and patient information to help dental professionals in their practices. Our Patient Profiles series has been a very successful communications tool to encourage a closer dialogue between practitioner and patient.  In addition we council practitioners during one to one and lunch and learn sessions for the whole dental team where we focus on the topics of patient motivation and recommendation.

Question 7: A few weeks ago, Philips has acquired Discus Dental. Can you give Philips’ perspective on the acquisition?

Oral healthcare is an important part of our strategy to enhance consumer health and well-being, and an important growth driver of our portfolio. However there are other areas which have seen exponential expansion in recent years. Discus’ professional tooth whitening business provides a strong foundation for growth in the cosmetic dentistry space and will strengthen Philips’ position as a leading oral healthcare brand amongst dental professionals and consumers. Moreover, Discus’ oral care products complement our existing Sonicare portfolio, further building our relationship with dental professionals.

Question 9: Will Philips and Discus make a joint appearance at the IDS?

The IDS 2011 will be the first big joint event where Philips and Discus will be seen working more closely. The Philips stand is designed to underline our message: “Experience the Difference”, so guests will not just experience Sonicare products and concepts but they will also be the first to experience the positive effects of the Discus acquisition.