A new breed of SNADS: sensitive new age dentists

Dentists and hygienists today are gentle and caring and are helping their patients feel at ease according to the results of a competition by Colgate Sensitive. Around 3,000 patients participated in the competition which asked whether their dentist or dental hygienist was sensitive.

Around 27% of patients mentioned their dentist/hygienist was caring, while 23% mentioned they were gentle and 22% believed their dentist/hygienist helped them to feel at ease.

Other favourable traits included remembering personal information like hobbies and what their patients do for a living, calling after a procedure, providing wise and expert advice, not doing unnecessary work and taking the fear out of going to the dentist.

The winning surgeries that were nominated most sensitive were Warwick Family Dental Care (WA), Gawler Dental Clinic (SA), Braces n' Faces (VIC), Felix Frayne Dental Surgery (NSW), Martin Jest Dental Surgery (QLD) and AM Dental (NZ).

They were nominated by the following patients respectively: Leanne Dunn, Sharon Hill, Amanda Nicholls, John Buttling, Alan Benge and Margaret Lacy.

Patients had to write in 20 words or less what makes their dentist or dental hygenist sensitive. The six patient entries with the best answers, judged by a panel, won an iPod video; with the surgery winning a dinner to the value of $1000 with their Colgate Territory Manager.

"A combination of excellent staff, perfect patients and a Colgate smile makes my job so worthwhile," said Dr Felix Frayne, the winner from Queensland.

Robert Boyd-Boland, Chief Executive Officer of the Australian Dental Association said, "We're not actually surprised by the results. The dental profession are taking a personal interest in their patients and this is what is bringing patients back to them."

"We're overwhelmed with the number of responses we received," said Ms Karin Guder, brand manager at Colgate. "It is great to see patients getting so involved. We had patients writing poems and stories and sending in photos. We also found dentists enjoyed rewarding patients for their loyalty."

The competition was conducted by the makers of Colgate Sensitive, a toothpaste that offers clinically proven sensitivity relief and fluoride protection with a refreshing mint taste.