When national media suddenly questions the safety of a diagnostic category that you’ve just launched a new product in, how do you differentiate fact from fiction – fast?
Carestream Dental, the exclusive manufacturer of Kodak Dental Systems, found itself in that position when two major newspapers published articles examining the risk of radiation from cone beam tomography (CT) scans – important and extremely sophisticated diagnostic tools for dental professionals. The company had recently introduced a new 3D Imaging System using CT technology – technically superior equipment that allows diagnostically necessary high-resolution scans at one of the lowest radiation doses in the industry.
From a clinical perspective, the consumer dialogue was misleading. The issue was not whether CT imaging is “safe” for patients, but when the benefits of the technology will improve treatment outcomes.
To help dental practice leaders respond to their patients’ concerns, Brandware reframed the conversation by developing a series of articles by clinicians that focused on the diagnostic benefits of CBCT. As a result, one multi-page cover story ran in both print and online versions of Dental Economics (DE), the United States’ leading business journal for the dental profession. DE also featured the content in its B2B eNewsletter, “DE Expert Tips & Tricks.” A second article was featured in Oral Health Journal, Canada’s leading dental journal.
The first article in the series, “Cone Beam Computed Tomography and Dose: How Safe is CBCT for Your Patients?” received a 2011 Public Relations Society of America (PRSA) Bronze Anvil Award of Commendation.