Technology Cancels the Sound of Dentist’s Drill: Wide-Open Dental Marketing Appeal to Phobic and Anxious Patients

Animation of dentist checking patient's teeth It appears that the chaps over at King’s College London’s Dental Institute—the largest academic dental center in Europe—think they have something that will appeal to both dentists and dental phobic patients alike. It seems that Professor Brian Millar and associates have developed an “adaptive filtering” technology that erases the universally disliked sound of the dentist’s drill.

The patient can still listen to music and hear what the dentist is saying—only the sound of the dental handpiece is effectively neutralized. The prototype gizmo was “inspired by carmaker Lotus’ efforts to develop a system that removed unpleasant road noise, while still allowing drivers to hear emergency sirens,” according to

The innovative device “contains a microphone and a chip that analyzes the incoming sound wave, and produces an inverted wave that cancels out unwanted noise. Patients would plug the device into their MP3 player or mobile phone, and then plug their headphones into the device.”

Dentists, dental marketing professionals and device manufacturers have long been aware of—and working on ways to reduce—the anxiety-inspiring noise of the dental drill. The new device would introduce a novel marketing appeal for phobic and regular patients alike.

The current complement of comforting techniques in use by dental offices (or ideas that could be added) includes ultra-quiet and electric handpieces from device manufacturers, virtual reality goggles and other audio/video distractions, warm “security blankets” and relaxation toys.

Stay tuned. King’s College is looking for investors in order to produce the device. While we’re all waiting, if your dental marketing plan needs immediate inspiration and innovation to attract the patients and cases you want, reach out to us today.

Stewart Gandolf
Chief Executive Officer & Creative Director at Healthcare Success
Over the years Stewart has personally marketed and consulted for over 1,457 healthcare clients, ranging from private practices to multi-billion dollar corporations. Additionally, he has marketed a variety of America’s leading companies, including Citicorp, J. Walter Thompson, Grubb & Ellis, Bally Total Fitness, Wells Fargo and Chase Manhattan. Stewart co-founded our company, and today acts as Chief Executive Officer and Creative Director. He is also a frequent author and speaker on the topic of healthcare marketing. His personal accomplishments are supported by a loving wife and two beautiful daughters.



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