Dental professionals can make recommendations on the Colgate Professional Direct (CPD) website and send discounted Colgate products right to patients’ homes.
“There has always been a need for a service that promotes patient compliance and supports the patient in implementing the recommended treatment plan,” said Patrick Casey, marketing director at Colgate-Palmolive.
“As the dental community perseveres through the COVID-19 climate and patients start to get back on track with oral hygiene, Colgate Professional Direct can be that service for professionals, as well as a valuable tool overall for dental practices,” said Casey.
With CPD, the company said, it only takes a little friendly advice and the push of a button to help patients evaluate their oral health. Dental professionals begin by accessing the site from a computer, tablet, or smartphone and creating a profile.
Next, dental professionals can choose products and send the recommendations directly to their patients via text or email. Patients then click a link to the CPD cart and check out. And when patients buy through CPD, the company said, they get a discount over retail prices.
The website also will provide access to the latest Colgate products such as the hum by Colgate smart rechargeable electric toothbrush, which tracks the frequency, duration, and coverage of its use to provide recommendations on how to improve its users’ brushing habits.
“Colgate strives to make dental professionals’ jobs easier and their patients’ lives better through trusted and high-quality oral care products,” said Flávia Palone Aldarvis Bacarin, brand manager at Colgate Oral Pharmaceuticals.
“With this project, we are inviting dental professionals to champion a lifetime of healthy smiles. We are so excited about Colgate Professional Direct because it allows us to do both,” she added.
Patients benefit from access to Colgate’s range of discounted specialty products, while professionals can eliminate in-office inventory management and sales processing, the company said. Also, professionals can more effectively communicate with their patients and better monitor their oral care routines, Colgate added.
Plus, dental professionals who use CPD can choose to accept 10% of the sales amount or redirect these funds in whole or in part to support the Colgate Bright Smiles, Bright Futures program.