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Ads to The Rescue as Distraction From
Root Canals
Anick Jesdanun
Associated Press
October 7, 2008
Find advertisement distracting? Perhaps not if
you're having a root canal
Talk about your captive audience.
Advertising is coming to the dentist's chair in the form
of personal video goggles that patients wear while
getting their cleaning or root canal.
The company behind InChairTV figures advertisers for
toothpaste, toothbrushes, mouthwash and other dental
products will be willing to pay higher rates to reach
people seeking distractions from dental procedures.
Companies selling travel packages and other
stress-relief services might also find the dentist's
chair prime time to make their pitches.
Willing patients put on a special headset to watch
movies or television shows licensed from The Walt Disney
Co. and its ABC TV network. The programs and
infomercials are sent to dentists on DVDs, but soon they
will be downloadable over the Internet.
For the past year, InChairTV has been filling commercial
breaks with short infomercials about teeth whitening and
other premium procedures. Now the company says it is
opening the commercial breaks to outside advertisers,
though it has yet to close any deals.
Matthew Leader, chief executive of InChairTV's MedPed
Media LLC, points out that patients are focused while
they're sitting in the chair -- there's no e-mail or
other distractions as they have while watching regular
TV. And people who regularly visit dentists tend to have
more money and be better educated than the general
population, Leader said.
"We definitely see the value as much higher than
undifferentiated broadcast television," Leader said.
Broadcasters shouldn't have to worry yet: Only about 400
dentists nationwide have bought the $500 system to
entertain their patients.
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