Dental Asia March/April 2024

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DENTAL UPDATES Dental Bridge enters Indian market with the launch of DoctorBridge platform (Image: Dbridge India) Dbridge India, a subsidiary of South Korea’s Dental Bridge Co, has launched their platform ‘Doctorbridge’ to link medical device manufacturers with end-users, especially doctors. Their strategy involves establishing a robust online ecosystem and prioritising continuous clinical education, fostering knowledge exchange among doctors on a global scale. India, with a growing market expected to reach US$2.67bn by 2028, is experiencing a surge in demand for facial aesthetics procedures. This is driven by factors like increased disposable income, impact of social media, and a growing interest in antiageing solutions. Dental Bridge is a company in the Korean facial aesthetics market, and their subsidiary Dbridge India is bringing the latest trends and techniques for those aspiring to achieve the coveted “korean glass skin” look. DBridge has started their foray in the market by launching 'DoctorBridge' – a platform for dentists and doctors, at the World Dental Show (WDS) in Mumbai, India, and the Annual Conference of the Association of Oral and Maxillofacial Surgeons of India (AOMSI) at New Delhi, India, in November 2023. It has already secured numerous Memorandum of Understandings (MoUs) with doctors in India for future collaborations. Recently, Dbridge India was also part of the K-Startup Center (KSC) India 2023 programme which is run by The Circle FC, a business accelerator based in Gurugram, India. The programme supports startups to soft-land in India by providing valuable insights through mentoring, resources and partner network for market access. DBridge India also secured the '1st Runner Up Prize' during the KSC India Demoday. The founder of Dental Bridge, Ms Lina Ahn is a former dental student in the UK with extensive experience in healthcare sales and marketing at global giants like GSK and P&G, and brings a deep understanding of the industry. Inspired by doctors’ enthusiasm to learn and grow, Ahn aims to bridge Korean medical device companies with Indian doctors, elevating the experience of facial aesthetic treatments in India and positioning the country as a hub for such services in neighbouring countries as well. DA ‘Mewing’ stars in new Netflix documentary, AAO warns of its “thin” claims Netflix released a new documentary titled ‘Open Wide’ on 23 Jan about orthodontists John Mew and Mike Mew. The documentary explores the father-and-son duo who are fighting to upend mainstream orthodontics through their ‘mewing’ techniques which purports to transform the shape of one’s jawline through the placement of one’s tongue in the mouth. The technique and buzz it gathered on social media was seen by different members of the dental and scientist community as highly contentious due to its lack of scientific evidence. Mike Mew’s mewing techniques reported gathered nearly 2bn views on TikTok and he faced a misconduct hearing at the General Dental Council of the UK in November 2022. The American Association of Orthodontists (AAO) has spoken out against the technique in the past when consumer awareness of it was growing. The AAO further said that it has developed a consumer blog, From left: John Mew and Mike Mew are the subjects over their controversial ‘mewing’ which went viral on social media (Image: A24) organic social media posts, press releases, and some additional outreach, via the Consumer Awareness Program and paid digital media. The AAO is developing these additional consumer-focused materials on mewing to inform the public about the inflated promises and complicated treatment issues that can arise from this practice. Moreover, the AAO wrote in an article that the scientific evidence supporting mewing’s jawline-sculpting claims is “as thin as dental floss” and that there is no current research that suggests the technique provides any benefit to one’s jawline or oral health. It asserted that facial restructuring is simply not achievable by changing the resting position of one’s tongue. It is a complex process that involves moving jaw bones, facial bones, and soft tissue, and maxillofacial deformities are usually corrected with orthodontic treatment. Moreover, the AAO added that improperly forcing one’s tongue into unnatural positions may lead to undesired effects and could actually disrupt tooth alignment, worsen bite problems and speech issues, and require complicated treatment to resolve. While DIY methods for facial restructuring, like mewing, are appealing options for those seeking an easy, at-home solution, it does not fully account for what is happening below the surface and the AAO does not recommend any attempts to move teeth or align jaws without appropriate supervision, as one likely will not achieve the results desired. DA 8 DENTAL ASIA MARCH / APRIL 2024
DENTAL UPDATES EU votes to ban dental amalgam, BDA fears it could be the straw that “breaks NHS dentistry” A European Parliament vote on 17 Jan 2024 to ban dental amalgam has been met with breaking concerns from the British Dental Association (BDA) over the strains it would put on an already precarious NHS dentistry. On 14 Jul 2023, the European Commission adopted a proposal to revise the Mercury Regulation. This included introducing a total phase-out of the use of dental amalgam, and prohibiting the manufacture and export of dental amalgam from the EU from 1 Jan 2025 — five years earlier than expected. Responding to the vote, chair of the BDA, Eddie Crouch wrote in an open letter to the UK Chief Dental Officers (CDO) seeking their commitment to address the development concluding that “without decisive action, this could be the straw that breaks NHS dentistry”. Crouch wrote: “This has taken a new urgency now that the European Parliament has voted in favour of a proposal to phase-out amalgam by 1 Jan 2025. We are extremely concerned about the impact this EU phase-out will have on services across the UK, both directly under post-Brexit arrangements and indirectly as a result of supply chain collapse in Europe.” “NHS dentistry is already in precarious situation across the UK, with the Nuffield Trust recently warning that the service has most likely ‘gone for good’. The loss of a vital restorative material and its replacement with more expensive and timeconsuming alternatives is only a further blow to the financial viability of NHS dentistry.” Crouch urged all four UK CDOs to urgently address the impact of the direct application of the EU regulation to Northern Ireland; adopt a renewed focus on prevention to reduce the need for dental restorations; work with industry to secure an ongoing supply of amalgam; and work with the BDA to ensure that there is no financial impact on dentists from the need to use alternative materials. Silver amalgam is currently the most common material for NHS permanent fillings across the UK. Fillings represent around a quarter of all courses of NHS treatment delivered in England, according to the BDA, with amalgam used in around one-third of procedures. DA (Image: Facebook/ British Dental Association) VITA MFT® Easy. Right on Point. • easy and efficient setup thanks to VITA Easy-Centric • multifunctional in a wide variety of shades and shapes • convincing results with high reliability and VITA quality Find out more! DENTAL ASIA MARCH / APRIL 2024 9
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Dental Asia March/April 2024

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