Organization diagram POHC-Europe

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Appendices

Appendix 1 History Philips

Appendix 2 Organization diagram POHC-E Appendix 3 Market development and competition Appendix 4 Sonicare target audiences

Appendix 5 Interview rounds

Appendix 6 Printout current European Sonicare Web site Appendix 7 Interview material (evaluation schedule DP’s) Appendix 8 Interview material (evaluation schedule consumers) Appendix 9 Results second interview round: needs and requirements Appendix 10 Test DP needs and requirements Web site

Appendix 11 Results third interview round: “short term must haves” DPs Appendix 12 Content/ tools and functionalities plan

Appendix 13 English default version Functional design Sonicare Web site Appendix 14 Creative briefing document design agency

Appendix 15 URL Status www.sonicare.xx in Europe Appendix 16 Web design proposal new Sonicare Web site

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University of Groningen, Faculty of Management and Organization

Appendix 1 History Philips

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History Philips

The foundations for what was to become one of the world's biggest electronics companies, laid in 1891 when Gerard Philips established a company in Eindhoven, the Netherlands, to 'manufacture incandescent lamps and other electrical products'. The company initially concentrated on making carbon-filament lamps and by the turn of the century was one of the largest producers in Europe.

Developments in new lighting technologies fuelled a steady program of expansion, and, in 1914, it established a research laboratory to study physical and chemical phenomena. Marketing companies had already been established in the US and France before the First World War, and in Belgium in 1919, and the 1920s saw an explosion in their number. It was at this time that Philips began to protect its

innovations with patents, for areas taking in X-ray radiation and radio reception. This marked the beginning of the diversification of its product range.

Having introduced a medical X-ray tube in 1918, Philips then became involved in the first experiments in television in 1925. It began producing radios in 1927 and had sold one million by 1932. One year later, it produced its 100-millionth radio valve, and also started production of medical X-ray equipment in the United States. Philips' first electric shaver was launched in 1939, at which time the Company employed 45,000 people worldwide and had sales of 152 million guilders. Science and technology underwent tremendous development in the 1940s and 1950s, with Philips Research inventing the rotary heads which led to the development of the Philishave electric shaver, and laying down the basis for later ground- breaking work on transistors and integrated circuits. In the 1960s, this resulted in important discoveries such as CCDs (charge-coupled devices) and LOCOS (local oxidation of silicon). It introduced the Compact Audio Cassette in 1963 and produced its first integrated circuits in 1965.

Philips also made major contributions in the development of the recording, transmission and reproduction of television pictures, its research work leading to the development of the Plumbicon TV camera tube and improved phosphors for better picture quality. The flow of exciting new products and ideas continued throughout the 1970s: research in lighting contributed to the new PL and SL energy-saving lamps; other key breakthroughs came in the processing, storage and transmission of images, sound and data where Philips Research made key breakthroughs, resulting in the inventions of the LaserVision optical disc, the Compact Disc and optical telecommunication systems. Philips established PolyGram in 1972, and acquired Magnavox (1974) and Signetics (1975) in the United States. Acquisitions in the 1980s included the television business of GTE Sylvania (1981) and the lamps business of Theystinghouse (1983). The Compact Disc was launched in 1983, while other landmarks theyre the production of Philips' 100-

millionth TV set in 1984 and 300-millionth Philishave electric shaver in 1995. The 1990s was a decade of significant change for Philips. The company carried out a major restructuring program to return it to a healthy footing. And more recently it has been concentrating on its core activities.

Today, Philips is at the leading edge of the digital revolution, introducing world-class products that are helping to improve people's lives as they continue into the new millennium.

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Appendix 2 Organization diagram POHC-E

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Organization diagram POHC-Europe

Marketing &

Sales Assistant

Controller

Department Secretary

Country Benelux

Country UK

Country Germany

Sr. Business Development Mgr

Prof.

Relations Mgr

Prof.

Mrktg Mgr

CRM Europe Professional Marketing Dir.

Marketing Mgr

Consumer Marketing Mgr

Retail Mrktg Mgr

Sr. Retail Marketing Mgr

Marcom Mgr VP Marketing

& Sales

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Appendix 3 Market development and competition

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Market developments

Philips Electronics, heads into 2004 as the leading brand on the U.S. market. Sonicare's clinically proven benefits, combined with the importance that individuals place on oral health, has led to unprecedented growth and Sonicare's #1 market share position in the US (30.6%) The consumer oral healthcare market is worth approximately 18 billion globally (Market Dynamics Report, Philips, 2003), with power toothbrushes making up a third of total toothbrush sales of 4.5 billion. The electronic toothbrush market is expected to grow by 25% annually – a growth set to continue over the coming years. It is estimated that by 2010 power toothbrushes will contribute one third to the total oral healthcare market, largely driven by the new technology of power toothbrushes available to Consumers.

Latest trend data (Euromonitor, 2004) suggests that European Consumers are increasingly concerned with oral hygiene and are now prepared to pay a premium price for oral products. This is highlighted in the growing sales of niche category oral hygiene products such as whitening and breath freshening toothpastes, as well as power toothbrush sales. The current European oral hygiene market is now

estimated to be worth over 3 Bn, and within this, the power toothbrush segment is worth approximately 275 Mn, a figure that has more than doubled in the past five years. The European volume growth rate due to: the entry of all major manual toothbrush manufacturers in the electrical segment with battery operated appliances, the high media investments by these new entrants and market leader Braun OralB and a consequent increase in awareness for ETB’s by Consumers. (www.amstat.org

<http://www.amstat.org>).

Competition

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Appendix 4 General target audiences

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Sonicare target audiences

POHC-E has two target audiences: the Dental Professionals and the Consumers.

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Appendix 5 Interview rounds

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Interview Rounds

First of all an orientation interview round (first round) was set up with the management team of POHC- E, to get insight in the development of the current Web Sonicare Web sites, the available organization documents and the key positions within the organization concerning the Internet. Based on this, a list was made, with 36 interviewees, for the semi-structured interview round.

The semi structured interview round (second round) was set up between the researcher and key staff of POHC-E, POHC (Business Unit) and Dental Professionals, to get insight in the needs and requirements for the functional design of the new Web site. The consumers were not involved directly in the interview round, since a wide spread European Consumer segmentation study was done in 2004, the fact that Philips has a lot of knowledge and experience with consumers and because the time span to interview consumers in the four target countries was too strict. Dental professionals were interviewed because they are a relatively new target group to be reached: relatively little is known about them, especially about Internet (use). The interviewees in this semi structured interview round to gather Web site needs and requirements round were:

For consumers:

For Dental Professionals

POHC-E and Business Unit in the US:

For DAP/ Philips:

After the appointment for the interview was set, personally or by phone, the interview material was sent to the interviewee by e-mail since it was important for the interviewee to prepare (check the current Sonicare site and think about improvement points). This material consisted of a schedule in which the strong and weak points had to be filled in concerning content, tools/ functionalities, structure, look and feel of the current Sonicare Web site -www.sonicare.nl- (which is in the English language) and the question on what points the Web site can be improved. Depending on the location of the interviewee, the interview was taken personally or by phone. The findings were noted down and immediately validated together with the interviewee: The interviewees had to imply whether their comment was a Short term must have, a short term nice to have, a long term must have or a long term nice to have. Together with the Internet Marketing Strategy team, was determined which short term must haves were possible based on existing infrastructure and organization possibilities and restrictions. Then, all the final short-term must haves were put in a PowerPoint sheet.

As described above, the “Short term must haves” are defined for the consumers and Dental Professionals, from the point of view of Philips experts and a few Dental professionals. It is not proven that these are also the “short term must haves” that are “desired in the field”. Philips knows the consumers from decades of experience (and a number of years through Web sites) but was not 100% sure about the Dental Professional needs and requirements concerning the Web. Therefore, the following DP’s were interviewed in the semi structured test- round (third round), to test the validity of the “short term must haves”

mentioned by the experts within Philips:

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This group was a solid random sample since these interviewees come from different business parts within the Dental Profession. This group was interviewed by phone and also received interview material through e-mail before the interview and it consisted of four parts. First, the same questions were asked as in the needs and requirements round to be able to compare input.

1. The same schedule that was used in the needs and requirements interview round (inclusive good/

not good qua content, tools/ functionalities. Structure, look and feel for the current Sonicare.nl site (which is in English) and the pints in which it can be improved.

2. To validate these comments as The interviewees had to imply whether their comment was a “short term must have, a short term nice to have, a long term must have or a long term nice to have”.

Then the following steps were taken:

3. Ask them how they validate the short term must have list that was the result of the needs and requirements interview round with Philips experts and dental professionals as short term must have, a short term nice to have, a long term must have or a long term nice to have.

4. Finally, six open questions were asked about the DP’s information need and Internet use to see whether this group uses the Internet at all for their profession, and if they use it: what is it that they are looking for.

Insights in this were discussed with the Internet Marketing Strategy team and the “short-term must have- list” was updated and improved.

These three interview rounds resulted in an overall list with “short term must haves” for the new Web site.

The elements in this were translated towards the Functional design.

After this exercise, a “Content work plan”, a “Tools and functionalities work plan” and a “Look and feel work plan” were made to get insight in which elements of the “short term must have list” already exist, which need to be adapted and which need to be newly designed/ written or build. See for these plans the Appendix ... The complete result of this is the English default of the new Sonicare Web site which will be sent as a briefing document (see appendix 18) towards the text agency (Baxter), the design agency (Design Domain) and the building company (Advance). Finally, a legally checked translation file (English default version of the Web site) will be sent to the target countries to be translated and legally checked again.

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Appendix 6 Printout current

European Sonicare Web site

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Appendix 7 Interview material

(Evaluation schedule DP’s)

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Interview material (Evaluation Schedule DP’s) POHC Europe

Assessment of how DPs evaluate POHC-Europe’s web presence

http://www.homeandbody.philips.com/sonicare

What works well? What does not work? What are we missing?

Look & feel For example:

Page build-up

Graphics used (streaming vs non-streaming)

Colors

Wording / style Etc.

Structure For example:

Navigation

Ease of access (from other Philips sites, links with external sites)

Etc.

..

Content For example:

Type of information / messages

Language Etc.

..

Tools / functionalities For example:

Dealer locater / links Customer registration / account

Customer loyalty program Direct sales / cross selling Interactivity (helpdesk, newsletters, etc.) Etc.

.. ..

Short term (i.e. this year) Medium / long term

Must haves? ..

Nice to haves?

Other suggested changes? ..

General comments

Validate the formulated needs and requirements as “Must have short term, Nice to have short term, Must have long term, Nice to have long term”

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Appendix 8 Interview material

(Evaluation schedule consumers)

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Interview material (Evaluation Schedule consumers

) POHC Europe

Assessment of how Consumers evaluate POHC-Europe’s web presence http://www.homeandbody.philips.com/sonicare

Page build-up

Colors

Navigation

Etc.

..

Language Etc.

..

.. ..

Must haves? ..

Nice to haves?

Validate the formulated needs and requirements as “Must have short term, Nice to have short term, Must have long term, Nice to have long term”

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Appendix 9 Results second

Interview round

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Appendix 10 Test DP Needs and

Requirements Web site

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Test DP Needs and Requirements Website

At this moment, an overview has been made with the needs and requirements of dental professionals for the new web presence. This overview is based on internal interviews with DP managers in Europe and Dental Professionals (second interview round). To minimize the impact of their feelings and emotions on the definition of the design of the websites’ “short term must haves”, a selected group of DPs was asked to take a close look at the following to validate the existing ideas.

Objective: Validate the Internet needs en requirements for Dental Professionals

How:

1. DP POHC-E current web presence assessment (Schedule)

2. Validate the formulated needs and requirements as “Must have short term, Nice to have short term, Must have long term, Nice to have long term”

3. Validate the short term must have list that was the result of the needs and requirements interview round with Philips experts

4. Ask 6 short questions about general Internet use

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1. DP POHC-E current web presence assessment (Schedule)

POHC Europe

Assessment of how DPs evaluate POHC-Europe’s web presence http://www.homeandbody.philips.com/sonicare

Page build-up

Colors

Navigation

Etc.

..

Language Etc.

..

.. ..

Must haves? ..

Nice to haves?

2. Validate the formulated needs and requirements as “Must have short term, Nice to have short term, Must have long term, Nice to have long term”

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3. Validate the short term must have list that was the result of the needs and requirements interview round with Philips experts

4. Questions Internet use and information need:

a) Which dental sites are often visited?

b) What is the reason of the visits on these sites?

c) What is the kind of information that is looked for?

d) What is a trigger to return to this/ a site?

e) Is the sector interested in a Sonicare newsletter?

f) Is there during the visit of the site more need for pictures/ graphics, video’s etcetera, or is there a preference for flat textual product information?

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Appendix 11 Results third interview round:

DP needs and Requirements analysis

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Appendix 12 Content/ tools and

Functionalities plan

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Appendix 13 English default version

Functional design Sonicare Web site

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English Default version Functional design Sonicare Web site

<START PAGE>

Please note: All texts in green highlight are for UK site ONLY!

Stop brushing, start Sonicare Choose your country <scrolldown>

Choose your language <scrolldown>

<HOMEPAGE>

Importance of oral health Discover Sonicare Products

Where to buy Sonicare services Dental professionals

<copy>

Welcome to Sonicare by Philips …

The superior Electric Toothbrush with Sonicare patented Technology delivering unique dynamic cleaning action for:

Superior plaque removal

… while being as gentle as a manual toothbrush Improved gum health

Naturally whiter teeth

Better reach for a deeper clean

Satisfaction guaranteed, experience it yourself …

<IMPORTANCE OF OHC>

Oral Health

Good oral health does not just mean having bright, cavity-free teeth. Obviously the way your mouth looks and feels affects how you speak, eat and interact with others. But it goes further than that. Experts have come to the conclusion that the mouth, including the gums, teeth and jawbone, is a mirror of your general health and wellbeing. The condition of your mouth can reflect – and affect – your overall health. This means that poor oral health and untreated oral diseases and conditions can have a more significant impact on your quality of life than you might imagine.

The basic principles of good oral health are quite simple, and take just a few minutes each day. Brush, floss and clean your tongue daily. See your dentist and dental hygienist regularly and limit snacks between meals. When your mouth and teeth are disease-free they look and feel their best, and your risks of developing other diseases throughout your life may well be reduced. Along with a good, nutritious diet and regular exercise, taking care of your teeth and gums should be one of your top health priorities.

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Dental Conditions Anchor tags?

Cavities

A cavity is another word for tooth decay. It’s caused by bacteria that can attach themselves to the surface of your teeth. As the bacteria multiply and grow, they turn into a whitish film known as plaque. If plaque is not removed, it starts producing acids which create tiny holes in the surface of the tooth enamel. As the holes get bigger, they eventually join to form one large hole – a cavity.

Gum Disease

The condition of your gums is perhaps even more important to your total oral health than an absence of cavities. Plaque develops not only on relatively easy-to-clean tooth surfaces, but also below the gum line where it can build up, infect the gum tissue and spread. If untreated, the gum structure starts to break down, causing spaces – known as periodontal pockets – to form between teeth and gums. As the pockets become deeper, bacteria can start damaging the bone and supporting structures of the teeth.

Gums that are red and swollen, or that bleed easily when brushing or flossing can be considered the first signs of gum disease. This stage is also called Gingivitis. Signs of more advanced gum disease (also known as periodontal disease) include chronic bad breath and tender bleeding gums that ‘pull away’ from the teeth. The Sonicare is highly effective at removing plaque in hard-to-reach places and has been clinically proven to reverse gingivitis.

Dental Stains

Stained or discoloured teeth can be caused by a number of things. Some stains are ‘intrinsic’ – from inside the tooth. These are mainly caused by certain medications, too much fluoride or injury to a tooth. They cannot be removed by regular brushing, but require bleaching, crowns or veneers to cover them.

Often, however, staining is ‘external’, caused by tobacco, coffee, tea, etc. It can also indicate poor oral hygiene. Tooth surfaces that are rough or improperly cleaned will stain much faster than smooth, clean surfaces. Sonicare is so effective, it is clinically proven to significantly reduce coffee, tea and tobacco stains and give you naturally whiter teeth in 28 days, guaranteed!

Implants

A dental implant is a stable, comfortable and functional way to replace one or more missing teeth. It makes it possible to replace a single tooth without having to use surrounding teeth as ‘supports’. When two or three teeth are missing, implants provide a sturdy anchor for a fixed bridge. Dental implants can also be used when all the upper or lower teeth must be replaced to provide a secure fit to a full denture.

The gum tissue around a dental implant needs even more care than the gum tissue around a natural tooth to give the implant a greater chance of success. The Sonicare toothbrush has been clinically proven to be more effective at reducing plaque and improving gum health around implants than a manual toothbrush, while being just as safe to use on them.

Braces

Orthodontics can create a more even bite, and better jaw alignment and function. The correction of a bad bite helps improve chewing ability and digestion. Straightening crooked teeth makes them easier to clean, reducing the risk of gum disease. Lastly, by improving the appearance of the teeth, smile and face, orthodontic treatment can also improve self-confidence.

The brackets, wires and bands that braces consist of can present problems when brushing or flossing, and make it difficult to keep teeth and gums as clean as they need to be. Sonicare has been clinically proven to be superior to a manual toothbrush in improving gum health in orthodontic patients.

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University of Groningen, Faculty of Management and Organization Dry Mouth

Saliva flow keeps the mouth comfortably moist and aids in chewing, swallowing, digestion and speech.

Dry Mouth, also known as Xerostomia, is a condition in which saliva flow is less than it should be. Many factors can cause Dry Mouth; emotional stress, medical conditions such as diabetes, a large range of medications, radiation therapy and more.

Dry Mouth puts you at high risk of developing bad breath, cavities and gum disease at a much more rapid rate than normal. Sonicare is clinically proven to help improve and increase the flow of saliva during and after brushing.

Bad Breath

Talking to someone with bad breath may be unpleasant, but it’s even worse to suffer from it. Research has shown that the major source of bad breath, also known as halitosis, is bacteria found in the mouth. Dry Mouth can increase the amount of oral bacteria since there is not enough normal saliva flow to ‘wash’ it and food debris away: this build-up creates an unpleasant odour.

Sonicare can be a useful aid in helping to fight bad breath. Its high-frequency brush strokes effectively remove bacteria and also thoroughly clean the back of the tongue, a key area for bacteria growth. Sonicare also has been proven to increase saliva flow among patients who suffer from Dry Mouth.

Sensitive Teeth

Approximately one in four adults has one or more sensitive teeth. You experience it as a short sharp pain caused by triggers such as cold or hot foods/beverages, sweet, sour or sharp foods and even brushing and flossing. Aggressive brushing puts you at high risk of dental sensitivity, as it strips away gum tissue and removes the underlying layer of the tooth root surface. This surface, called the cementum, is very thin. It doesn't take much pressure to wear it away and expose the inner substance, the dentin. When a trigger comes into contact with this dentin, it causes the pain response.

The Sonicare toothbrush is ideal for patients who have sensitive teeth. With its extra-soft, nylon bristles and gentle cleaning action, it is clinically proven to effectively and gently remove bacteria – even if your teeth are already sensitive.

Crowns

Crowns or caps are dental restorations that cover the entire tooth down to the edge of, or below, the gum line. They help strengthen teeth that have been weakened by cracks, breaks or large fillings, or that have received root canal treatment. If a cavity is so large that there is not enough tooth structure to support a filling, a crown may also be necessary.

Edges where the crown, tooth and gum line meet can be especially vulnerable to plaque build-up. Because of this, it is extremely important to keep this area as clean as possible. Sonicare effectively removes plaque even in tricky areas like these. It has been clinically proven to be safe to use on crowns, while also promoting good gum health.

Veneers

Porcelain veneers or laminates make it possible to give just about anyone a beautiful smile by correcting unwanted tooth colour, spacing or size. They can also be used to repair a tooth that has been chipped or broken. These thin porcelain shells are bonded directly to the surface of your teeth.

Usually the edges of veneers and bonding are at the gum line. In order to make these restorations last as long as possible and help ensure good gum health, it is imperative to keep this area as clean as possible.

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With its gentle brushing and dynamic fluid action, the Sonicare toothbrush helps safely care for veneers while providing superior oral hygiene.

<DISCOVER SONICARE>

Benefits How it works

Sonicare recommended Sonicare story

Benefits

As gentle as a manual toothbrush Healthier gums

Better reach for a deeper clean Naturally whiter teeth

Satisfaction guaranteed

This is the most obvious reason to use a toothbrush, and all the more reason to use a Sonicare toothbrush.

Sonicare removes significantly more disease-causing plaque between teeth than a manual brush.*

Gentle brushing

Although the Sonicare toothbrush is powerful enough to remove hidden plaque from hard-to-reach, high- risk areas, it’s gentle on gums and even on sensitive teeth. Because of its extra-soft bristles and its gentle cleaning action, Sonicare is as gentle as a manual toothbrush. *

Healthier gums*

When plaque accumulates between teeth and gums, it starts irritating the gum tissue and can lead to gingivitis (inflamed gums) – the most common form of gum disease. If plaque is not thoroughly removed on a daily basis, gingivitis can get worse and lead to periodontal disease and periodontal pockets.*

Sonicare's unique high-speed bristle motion creates dynamic fluid action that reaches deep between teeth and below the gum line, loosening plaque that accumulates there as well. Sonicare can actually reverse gingivitis and help shrink periodontal pockets.

Better reach for a deeper clear

The unique dynamic cleaning action of Sonicare reaches effectively but gently deep between the teeth and below the gumline.*

Naturally whiter teeth

Consider this over your next latte or coffee: the Sonicare toothbrush is clinically proven to significantly remove tea, coffee and tobacco stains for naturally whiter teeth within 28 days.*

Satisfaction guaranteed **

Use Sonicare for 28 days and we guarantee noticeable results. If you're not 100% satisfied for any reason, we'll give you a full refund, no questions asked.

* Clinical data on file

** Check with your dealer for conditions in your country

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How it works

Unique bristle tip velocity

Sonicare’s patented bristle tip velocity is what sets it apart. The carefully researched and patented combination of 31,000 brush strokes per minute, along with the specific reach of the brush head as it sweeps back and forth, are what create Sonicare’s unique dynamic fluid forces. Most power toothbrushes have either less stroke frequency or bristle amplitude and cannot achieve the same level of fluid activity as Sonicare. You can see how these fluid forces work by placing a regular electric toothbrush in a glass of water and turning it on. There will be some agitation of the liquid, but nothing like the extensive aeration that Sonicare produces. See it in action <link to sidebar video>.

Dynamic fluid forces

These dynamic fluid forces are what make Sonicare better at doing what a toothbrush should: improving your all-round oral health. The fluid forces created by the bristle tip velocity gently whip toothpaste and saliva into a cleansing, oxygen-rich foamy liquid and direct it better than ever around, between and behind teeth – even under the gum line where plaque bacteria flourish. The high-speed brushing action and dynamic fluid forces guarantee outstanding cleaning, removing plaque even from difficult-to-reach areas.

At the same time, Sonicare gently massages the gums, stimulating healthy blood circulation and helping to dislodge plaque below the gum line.

Sonicare recommended:

Testimonial from a Dental Professional

Richard Tucker is an expert in oral healthcare. This is what he has to say about Sonicare.

'I recommend Sonicare because it is a quality product that is well designed and user-friendly. In fact, I use it myself. The design of the new Sonicare Elite allows the brush to access the hard-to-reach areas in your mouth like the wisdom teeth and on the tongue-side of the lower teeth. Scientific research carried out at this Institute has shown that the unique Sonicare brush action reduces plaque beyond the brush tip.

Laboratory research has indicated that Sonicare is also gentle on dentin (the exposed, inner surface of the tooth under the gum line that is more sensitive to damage). My patients often tell me that their teeth feel cleaner, after they have switched to Sonicare.’

Richard Tucker

Specialist in Periodontics Department of Periodontics, Eastman Dental Hospital

<insert photograph>?

The Sonicare Story

The Sonicare story began in the late 80s, when it was probably the first power toothbrush to be produced in a garage. Today, as Sonicare is changing the way people brush their teeth around the world, millions of them are produced every year in the state-of-the art Philips Oral Healthcare factory in Snoqualmie, USA.

Developed in cooperation with a team of periodontists and bioengineers at the University of Washington in Seattle, USA, Sonicare’s success is due to one key factor – user experience has confirmed that it works.

More than 60 published studies and abstracts conducted at 25 universities worldwide have proven the

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Sonicare power toothbrush to be highly effective in fundamental areas of oral health, such as plaque removal, gum health and stain reduction.

The early years

Sonicare was the brainchild of David Giuliani, a successful entrepreneur with a background in electrical engineering. In 1987, together with University of Washington professors David Engel and Roy Martin, he formed a company, eventually known as Optiva Corporation Inc., to promote a new, innovative dental hygiene device based on sonic technology, inspired by the technology used in dental practices. In the five years that followed, they refined that technology, and introduced Sonicare at a periodontal convention in Florida in 1992. The first periodontist to visit the booth ordered 36 of them on the spot! Within just three years, Optiva Corporation was, according to Inc. Magazine, the fastest-growing private company in the United States.

Sonicare worldwide

In October 2000, Philips Domestic Appliances and Personal Care (DAP), a division of Royal Philips Electronics, acquired Optiva Corporation Inc – now known as Philips Oral Healthcare. Sonicare fits perfectly into Philips’ overall strategy to focus on healthcare, lifestyle and technology, and the acquisition immediately put the company at the leading edge of new innovations in oral healthcare.

Philips Oral Healthcare used its research and development know-how to create the next generation of power toothbrushes – the Sonicare Elite. October 2002 saw the launch of the Sonicare Elite, described by Forbes Global as ‘the Rolls-Royce of the power-toothbrush market’, at the American Dental Association annual meeting in October 2002. By 2003, it was booking its first success in Europe. In the UK, Sonicare rapidly became one of the best selling electric toothbrushes in the market. Some 65% of dental practitioners now recommend Sonicare in the UK. Recent launches in the Netherlands, Belgium and France were received with great enthusiasm, confirming that Sonicare is giving a completely new impulse to the electric toothbrush market. Just four months after its retail launch in the Netherlands, for example, Sonicare had already acquired 21% of the market.

<PRODUCTS>

Sonicare Elite

<UK only> Sonicare Advance Brush heads

Compare models

Sonicare Elite

The Sonicare patented technology of the Sonicare Elite combined with the latest in brush head design, creates dynamic fluid action that removes plaque, reverses gingivitis and naturally whitens teeth. Its new slim angled neck, tapered brush head and contour-fit bristles provide an unparalleled level of thorough, comfortable cleaning – particularly in those hard-to-reach places. The Sonicare Elite is simply the most advanced power toothbrush in the market.

Elite HX7551

The Elite 7551 is our top of the line model. If you're someone who wants to have the best oral health possible and who appreciates luxurious and convenient extras, you’ll love the 7551.

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University of Groningen, Faculty of Management and Organization Elite HX7351

The Elite 7351 is our standard Elite model. If you want the outstanding features and cleaning power of the Elite, but don’t need the extras, the 7351 is the one for you.

Elite HX7881

The Elite 7881 has the same top of the line features and accessories as the Elite 7551. This model, however, is only available from your dentist’s or dental hygienist’s office.

See what an expert has to say about Sonicare <link to Sonicare recommended>.

While the incredibly clean feeling the Sonicare toothbrush gives you is hard to describe, it's not hard to find. Sonicare Elite is available in retail stores near you.

Locate dealer <link to ‘where to buy’>.

To keep your Sonicare at top performance, we recommend replacing the brush head <link to replacement brush heads> every six months.

Satisfaction guaranteed

Sonicare Elite is clinically proven to clean and whiten teeth, remove plaque, and improve gum health. Use Sonicare and we guarantee you’ll have whiter teeth and healthier gums in 28 days. If you’re not satisfied after these 28 days, you can get your money back; no questions asked.

<Note: for UK site only>

Sonicare Advance

The Sonicare Advance is the first generation of toothbrushes using sonic technology. Inspired by the sonic technology used in dental offices, Sonicare Advance has a decade of proven excellence. It has all the Sonicare patented technology, high-speed bristle motion and dynamic fluid cleaning action that made Sonicare an instant hit with users.

Sonicare Advance HX 4571

The Sonicare Advance 4571 comes with everything necessary to make proper brushing easier than ever, and some convenient extras.

Same as HX 4571, including two brush heads so you can share Sonicare with other family members.

The Advance 4100 model is the basic Sonicare, but that doesn't mean it lacks any plaque-fighting power.

It's an ideal introduction to Sonicare's technology.

While the incredibly clean feeling the Sonicare toothbrush gives you is hard to describe, it's not hard to find. Sonicare Advance is available online and in retail stores near you. Locate dealer <link to ‘where to buy’>.

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To keep your Sonicare at top performance, we recommend replacing the brush head <link to replacement brush heads> at least every six months.

Guaranteed results

Sonicare Advance is clinically proven to clean and whiten teeth, remove plaque, and improve gum health.

Use Sonicare and we guarantee you’ll have whiter teeth and healthier gums in 28 days.

Brush heads

In six months, your Sonicare brush head delivers over 22 million brush strokes. So even though it may not look worn, it probably is. And a worn-out brush can reduce the effectiveness of your Sonicare toothbrush.

That’s why we recommend replacing your brush head every six months. Patients with orthodontics should replace brush heads every four months.

Sonicare Elite brush head (7000 series) Medium brush head

• A specific combination of Soft, Extra-soft and Super-soft end-rounded bristles ensure deep, yet gentle cleaning.

• Bristles are uniquely designed to clean particularly well in hard-to-reach areas.

Please note that Sonicare Elite brush heads ONLY fit the handles of the Sonicare 7000 series models.

You can buy Elite brush heads online <link to http://www.sonicaredirect.co.uk/index.html (UK) or DAP catalogue (rest of Europe)> or at a store near you <link to ‘where to buy’>.

Sonicare Advance brush head (4000 series) Medium brush head

• Designed to cover complete tooth for thorough cleaning • 8 rows of bristles

Sonicare Advance brush head (4000 series) Small brush head

• Precision cleaning in hard-to-reach areas

• 5 rows of bristles

• Longer neck and smaller brush head make it ideal for smaller mouths, special cleaning needs (e.g., braces) and children

Please note that Sonicare Advance brush heads ONLY fit the handles of the Sonicare Advance 4000 series models.

You can buy Advance brush heads online <link to http://www.sonicaredirect.co.uk/index.html (UK) / DAP catalogue (rest of Europe)> or at a store near you

Compare models

<pop-up definitions for clickable features/accessories in comparison chart>

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University of Groningen, Faculty of Management and Organization Quadpacer®

Emits a signal when its time to move toothbrush to a different section of your mouth to ensure through brushing for the full two minutes recommended by dentists and dental hygienists.

Programmable Quadpacer®

Programmable interval timer to encourage thorough brushing. Optional 30 seconds of extended brushing to focus on problematic areas. SEE QUADPACER

Smartimer® 2-minute automatic shut-off

This feature automatically stops your Sonicare toothbrush after the recommended two-minute brushing time.

Easy-Start® power ramp up

Easy-Start gets you used to sonic brushing technology by gently increasing the brushing power over the first 12 brushing sessions.

Recharge indicator

Lets you know the amount of charge you have in your Sonicare battery by sequences of flashing lights and beeps.

Dual Speed Control

Lets you switch between high-speed brushing for optimal plaque removal and low speed for sensitive areas.

Deluxe Recharge Gauge

Shows battery charge status and helps track battery level.

<WHERE TO BUY>

<Note: For UK site only>:

You can buy Sonicare toothbrushes and replacement brush heads at shops near you, including:

Boots Argos

John Lewis Partnership House of Fraser Harrods Selfridges Costco Curries Superdrug

Leading local pharmacies

You can also buy replacement brush heads online <link to http://www.sonicaredirect.co.uk/index.html >

Find a Sonicare dealer near you <Link to Smart dealer locater >

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Buy replacement brushes online <link to DAP catalogue>

<SONICARE SERVICES>

User manual

Register your Sonicare FAQ

Contact us

User manual

Click here to download the Sonicare user manual <download link>

Register your Sonicare

Register your Sonicare and you may win great prizes! <link naar register en win pagina>

FAQ

I feel a tickling or tingling sensation when I first use my Sonicare toothbrush. Is this normal?

Yes, it is. This is because your gums have to get used to the unique sensation caused by the high-speed bristle motion. The Easy-start features helps you adjust to it by slowly increasing the brushing power over the first 14 uses for the Elite models and the first 12 uses for the Advance models. Once you’re used to that special ‘Sonicare feeling’ you will hardly notice the sensation.

How do I avoid ‘splattering’ when using my Sonicare toothbrush?

Be sure to place the brush head in your mouth before you press the power button and keep your mouth as closed as possible during brushing.

What is the Quadpacer (selected Advance and Elite models)?

Quadpacer takes the guesswork out of when to move your brush from the upper teeth to the lowers and outside to inside (4 sections in the mouth). It beeps at 30-second intervals during the 2-minute brushing period, signalling you when it’s time to move to the next section.

What is Easy-Start?

The Easy-Start feature, found in all Sonicare models, helps you get accustomed to power brushing by gently increasing the brushing power during the first 14 uses.

What is Easy-Start?

The Easy-Start feature, found in all Sonicare models, helps you get accustomed to power brushing by gently increasing the brushing power during the first 12 uses (Advance models) or 14 uses (Elite models).

Nothing happens when the power button is pressed. What should I do?

Recharge your Sonicare toothbrush overnight. Make sure the charger is plugged into a socket that isn’t controlled by a light switch.

How often should I clean my brush head, handle and charger base?

Clean your brush head after each use by rinsing it under running water. Once a week, remove the nut from the brush head, wipe away any residue with a soft cloth or paper towel, and run a damp cloth around the

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recessed area of the handle. The charger base only needs to be cleaned periodically. To clean it, unplug the base then wipe with a damp cloth. IMPORTANT: Never put the charger under water. Make sure the charger is dry BEFORE you plug it back into the socket.

How often should I replace my brush head?

We recommend that you replace your brush head at least every 6 months and every 4 months if it is used by someone with braces. You can get replacement brush heads through a number of our retail partners

Can children use a Sonicare toothbrush?

In most cases, children 8 years or older can use a Sonicare toothbrush. However, we advise first asking the opinion of your child’s dentist or dental hygienist. Children will find the new Sonicare Elite very easy to manoeuvre – the handle is 30% narrower and lighter than the Advance model. If you purchase a Sonicare Advance, we suggest that children use a small brush head <link to brush heads>. It’s 40% smaller than the standard brush head and the slightly longer neck makes it easier to for children to clean their teeth in hard- to-reach places. The entire last part about the difference with the Advance brush heads should only be mentioned in the UK text version. <Green text (incl. Link UK) only>

What is the warranty on my Sonicare toothbrush?

All Sonicare Elite and Advance toothbrushes come with a 2-year limited warranty.

What is the difference between the new Sonicare Elite and previous Sonicare models?

The design of the Sonicare Elite handle and brush head make it easier to use and even more effective – it removes 20% more plaque between the teeth than previous models! The slender, angled brush head gives superior reach into all corners of the mouth, and the contoured bristles conform more closely to the tooth surface and gum line. The Elite is also 30% smaller and lighter, making it easier to use, and offers additional features such as a programmable quadpacer and dual speed selection.

Contact us

Do you have any questions about the Sonicare toothbrush? Our friendly staff <link to call centre> will be happy to answer them.

<Note: contact information for different countries must still be added>

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<DENTAL PROFESSIONALS>

<navigation>

Why recommend

Advanced technology

Patient Benefits

Testimonials Try it yourself Professional model Clinical Research studies

Clinical research highlights Watch, learn, teach

FAQ Contact us

<Introduction>

You are now leaving the area of the Sonicare website with information for consumers. This section contains information and tools specifically tailored to the needs and interests of dental professionals.

Why recommend Sonicare?

When you recommend the Sonicare toothbrush to a patient, you should do so with complete confidence.

Read on to find out in four easy steps what makes this toothbrush so different, and how Sonicare’s advanced technology is proven to generate overall better oral health:

Sonicare’s patented technology has been clinically proven to improve oral health, and gives your mouth a noticeably cleaner feeling.

Studies show that patients enjoy the unique experience of brushing with Sonicare so much, it improves their compliance with brushing instructions.

Step 1 – Advanced technology: designed around you!

Sonicare patented technology

Sonicare’s patented bristle tip velocity sets it apart. The carefully researched and patented combination of 31,000 brush strokes per minute and the specific reach of the brush head as it sweeps back and forth are what create Sonicare’s unique dynamic fluid forces. Most power toothbrushes have either less stroke frequency or bristle amplitude and cannot achieve the same level of fluid activity as Sonicare.

The dynamic fluid forces are what make Sonicare better at improving all-round oral health. These unique forces gently whip toothpaste and saliva into a cleansing, oxygen-rich foamy liquid and direct it better than ever around, between and behind teeth – even under the gum line where plaque bacteria flourish.

Together with the high-speed brushing action, this provides outstanding cleaning, removing plaque even from difficult-to-reach areas.

Superior brush head design

The narrow, angled shaft fits naturally in the mouth and provides easy access to hard-to-reach places. The brush head has ‘soft’ bristles at the tips, ‘softer’ bristles around the middle and ‘softest’ bristles in the centre, for optimum cleaning of teeth and tongue. The bristles are also contoured, so they literally ‘hug’

each tooth, with two ‘power tips’ that reach even further between the teeth.

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<text under video>: The dynamic fluid forces gently whip toothpaste and saliva into a cleansing, oxygen- rich foamy liquid and direct it better than ever around, between and behind teeth.

Step 2 – Patient benefits

For many dental professionals, patient compliance is the biggest barrier to better oral healthcare. Sonicare motivates patients to brush better and more often, since they feel – and see – results so quickly. Obviously, whiter teeth are not the most significant measure of oral health, but it can be a powerful tool in motivating patients to brush properly over the long term.

Sonicare has been clinically proven to significantly reduce coffee, tea and tobacco stains in 28 days Noticeable, short-term results (stain removal/cleaner-feeling teeth and mouth) motivate patients to brush better, longer and more frequently

Better compliance leads to important, long-term results (reduced plaque, reduced periodontal pockets, better gingival health)

Better check-up results motivate patients to maintain – and even improve on – their oral healthcare routine

This ‘cycle of compliance’ works – it’s no coincidence that five years after Sonicare was introduced to the US market, nine out of ten owners continue to use it. At this moment, Sonicare is the toothbrush recommended by more dental professionals worldwide!

Step 3 – See what the experts say

Sonicare is the sonic toothbrush most recommended by dental professionals around the world – and with good reason. Here is what an international colleague has to say:

“The Sonicare provides a unique and exhilarating tooth brushing experience. I use the Sonicare myself and I have no doubt that the novel design and mode of action enables more thorough plaque removal from around the mouth including the difficult-to-access inter-proximal and sub-gingival sites. Nearly all of our patients of all ages will benefit from improved plaque control and this improved efficacy of plaque removal leads to resolution of gingivitis. The clinical benefits of using the Sonicare are often apparent after only a few days and, most importantly, are sustained in the longer term. The feedback received from patients on an individual basis is also extremely positive as they are able to discern very quickly the benefits of using the toothbrush. There is of course a considerable evidence-base in the dental literature that supports the effectiveness of Sonicare but for first hand evidence, I would recommend that you try the Sonicare and then consider recommending the toothbrush to your own patients.”

Professor Peter Heasman Department of Periodontics

University of Newcastle upon Tyne

Step 4 – Try it yourself

Sonicare Elite has impressive clinical claims to its name. But the most powerful evidence comes from using it yourself. When you’re done brushing with Sonicare, you experience a feeling more incredibly clean than any other power toothbrush can give you.

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We’d like to make it easy for you to experience this feeling yourself. Simply contact us if you would like to take advantage of our fully featured Pro Series Elite Trial Pack (not for resale). This professional model is specially offered only to dentists and dental hygienists.

The Pro Series Elite Trial Pack includes:

• Sonicare Elite toothbrush with brush head

• Charger base with easy-wrap cord

• Brush head holder

• Travel case

Let’s have lunch

Learn more about the next generation sonic toothbrush from Philips. We’ll be happy to give your entire staff an in-depth presentation of the Philips Sonicare Elite while you enjoy lunch, courtesy of Philips, in the convenience of your office. To find out more details, or book an appointment, simply contact us.

Click here <link to DP contact us> to order a trial unit or an office demonstration

Professional model

Sonicare’s patented technology combined with the unique brush head design of the Sonicare Elite creates dynamic fluid action that removes plaque, reverses gingivitis and naturally whitens teeth. Its new slim angled neck, tapered brush head and contour-fit bristles provide an unparalleled level of thorough, comfortable cleaning – particularly in those hard-to-reach places. The Sonicare Elite models are simply the most advanced power toothbrushes in the market.

Pro Series Elite Trial Pack

Experience the dynamic difference of the next generation Sonicare Elite for yourself at a special professional discount. We guarantee that you will be impressed – and satisfied.*

Features Sonicare Handle:

• Easy Start brushing power ramp-up

• Smartimer 2-minute automatic shut-off

• Programmable Quadpacer 30-second interval timer

• Dual Speed Control

• Deluxe Recharge Gauge

• Maintenance-free rechargeable batteries

• Ergonomic Tapered Handle

The Pro Series Elite Trial Pack includes:

• Sonicare Elite toothbrush with brush head

• Charger base with easy-wrap cord

• Brush head holder

• Travel case

Click here to order your trial unit or if you want to know more information about dispensing Sonicare to your patients <link to DP contact us>

You can also order additional brush heads for yourself, other colleagues or family members <link to brush head section in Products/Sonicare Models>

*Guaranteed results

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Use Sonicare for 28 days – we guarantee noticeable results. If you are not 100% satisfied for any reason, we will give you a full refund. Simply contact the Sonicare customer service department at <insert telephone number>, and return your Sonicare handle, charger base and brush head(s) to obtain a full refund.

Clinical research studies

The Sonicare Advance revolutionised oral health care and the Sonicare Elite has set the bar at an even higher level. We’ve got the clinical studies to prove it. Sonicare’s performance, results and benefits have been extensively tested over the years. Click on the study of your choice in the topic list below left to read summarised highlights of specific studies. If you’re short on time, it may suffice to know that:

Sonicare is backed by more than 60 published studies and abstracts conducted by 119 different investigators at 22 universities worldwide

Sonicare is personally used and recommended by more US dental professionals than any other brand of power toothbrush

Gingival health (Elite) Plaque removal (Elite) Biofilm (Elite)

Gentleness (Elite) Biofilm research Periodontics

Hypersensitivity/Gentleness Stain removal

Orthodontics

Medication-induced Xerostomia Implants

Safety study

Clinical research highlights

Gingival Health (in vitro study)

Comparison of the effects of a Sonicare on plaque and gingivitis Gingival health assessment after use of Sonicare Elite

Donly, K., University of Texas. Data on file.

Methodology: 100 subjects participated in this parallel, single-blind study comparing Sonicare Elite to another power toothbrush. Subjects were randomly assigned to treatment groups within strata defined by high or low plaque scores at screening. Subjects were evaluated for plaque removal and gingivitis at baseline and after 2, 4 and 12 weeks of product use. Gingivitis was assessed using the Loe and Silness Gingival Index.

Results: Subjects using Sonicare Elite showed a significant reduction in gingival index scores in diseased sites and significantly fewer bleeding sites after 12 weeks compared to baseline. Plaque reduction was also observed over the course of the study.

Conclusion: Sonicare Elite reverses gingivitis.

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Plaque Removal (in vivo study)

Clinical evaluation of the plaque removal efficacy and safety of the Sonicare Elite toothbrush

Moritis K., Platt K., Johnson M.R., Berg J., Dunn J.R. Philips Oral Healthcare.

Am J Dent 2002; 15 (Special Issue): 18B-22B

Methodology: 45 subjects participated in a single-blind cross-over study evaluating soft tissue safety, supragingival plaque removal and capabilities of Sonicare Elite and Sonicare Advance power toothbrushes.

Results: Both brushes were effective in removing supragingival plaque. On a percentage basis, the Sonicare Elite was statistically superior in removing supragingival plaque from the dentition as a whole, and was particularly better in hard-to-reach areas such as posterior teeth and interproximal sites.

Conclusion: Both Sonicare brushes were found to be safe and effective in the removal of supragingival plaque. In hard-to-reach areas, the Sonicare Elite was found to remove significantly more plaque than the Advance. In the interproximal spaces, the Sonicare Elite removed 20% more plaque than the Advance.

Plaque Biofilm Research (in vitro study)

Development of a laboratory model to assess the removal of biofilm from interproximal spaces by powered toothbrushing

Adams H., Winston M., Heersink J., Buckingham-Meyer K., Costerton W.J., Stoodley P. Montana State University.

Methodology: A laboratory study was conducted using digital photography and confocal microscopy (CM) to evaluate the potential of Sonicare Elite to remove S. mutans biofilms from the interproximal spaces compared to the Braun Oral-B 3D Excel. Both brushes were placed against the simulated tooth surfaces in the presence of fluid. Biofilm was exposed for 15 seconds to the fluid activity generated by the toothbrushes. CM was used to evaluate the reduction of biofilm thickness from 0-15mm from the bristle tips.

Results: The Sonicare Elite caused a thickness reduction of 57% in the area 0-5mm from the bristle tips, 53% at 5-10mm and 43% at 10-15mm. This compared to reductions of 16%, 13% and 19% respectively for the Braun Oral-B 3D Excel. A significant difference in biofilm thickness reduction was observed between the two brushes.

Conclusion: The Sonicare Elite was shown to remove biofilm 2-3mm beyond the bristle tips.

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University of Groningen, Faculty of Management and Organization Gentleness (in vitro study)

Evaluation of toothbrush-induced, dentin substrate wear, using an in-vitro ridged configuration model

Sorenson J.A., Nguyen H. Oregon Health and Science University.

Methodology: Thirty-six dentin specimens were evaluated using surface profilometry before and after exposure to the Sonicare Elite, a Braun Oral-B D17 and a manual toothbrush for a period simulating 2 years of typical product use.

Results: The manual toothbrush and the Braun Oral-B 3D Excel had the highest amount of dentin substrate wear in both the average depth and average maximum depth measurements. The Braun Oral-B 3D Excel produced 4x greater average wear than the Sonicare Elite.

Conclusion: The Sonicare Elite was found to be gentle on dentin, and 4x gentler than the Braun Oral-B 3D Excel.

Biofilm Research (in vitro study)

Ability of the Sonicare to remove almost 3x more plaque biofilm than Braun Oral-B 3D at a distance of 2mm beyond the bristles

Data on file.

Methodology: Counts were based upon a model system in which microcosm plaque multi-species biofilm was removed from hydroxyapatite discs when the bristles were maintained at a minimum distance of 2.0mm from the disc and exposed to the brushes for 5 seconds.

Results: Sonicare removed nearly 3x more biofilm than Braun Oral-B 3D at a distance of 2mm beyond the bristles. This laboratory study did not, however, test or establish (i) the existence of beyond-the-bristles forces in the human mouth or (ii) any effect of such forces in the human mouth on human plaque or gingivitis.

Conclusion: At a distance of 2mm beyond the bristles, Sonicare removed on average 51.12% of the bacteria present in the biofilm after 5 seconds of exposure, while the Braun Oral-B 3D removed on average 17.49%. These results are significant, returning a p-value of 0.01.

Periodontics (in vivo study)

Reduction of pocket depths in private practice recall patients using a sonic toothbrush Knudsen J., Donnellan J. Private Practice. J Pract Hyg.; 1998;7(3):60-64.

Methodology: In two general dental practices, a total of 38 recall patients with AAP-defined Class II and Class III periodontitis were enrolled in two studies with 3-month follow-up to investigate the effects of the Sonicare toothbrush on reducing probing depths.

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Results: Average pocket depth reduction was 18.1% after brushing for 3 months with a Sonicare toothbrush at the first study site; average pocket depth reduction was 20.5% after brushing for 3 months with a Sonicare toothbrush at the second study site.

Conclusion: The use of the Sonicare toothbrush on a routine basis by recall periodontitis patients led to reduced pocket depth of 18.1% and 20.5% after 3 months of use.

Hypersensitivity/Gentleness (in vivo study)

Power toothbrushes, gender, and dentin hypersensitivity

Hefti A.F., Stone C. University of Florida, Clin Oral Invest. 2000; 4:91-97

Methodology: Hypersensitivity was induced using tactile and evaporative (air) stimuli in 59 randomly assigned subjects (39 female, 20 male) in an 8-week, parallel group, examiner-blind clinical study comparing the Sonicare and Braun® power toothbrushes.

Results: A 35% to 40% reduction in pain associated with hypersensitivity was observed after eight weeks compared to baseline levels for both groups.

Conclusion: The Sonicare toothbrush significantly reduced pain associated with dentinal hypersensitivity between 35-40%.

Stain removal (in vivo study)

Stain removal ability of the Sonicare electric toothbrush.

1 McInnes C., Johnson B., Emling R.C., Yankell S.L. University of Washington and University of Pennsylvania. J Clin Dent.; 1994;5:13-18.

2 Engel D. Esthetic Dentistry Update.; 1995;6:101-104.

Methodology: (Extrinsic stain) 19 subjects with extrinsic stain due to coffee, tea and tobacco were studied over a 4-week period. ¹

Conclusion: Clinical evaluation showed that subjects using a Sonicare toothbrush achieved 82% stain reduction in 4 weeks.

Methodology: Chlorhexidine stain was allowed to accumulate in 30 subjects over a 2-week period.

Subjects were then assigned a Sonicare toothbrush or a manual toothbrush (Oral-B 35) and instructed to brush for 2 minutes twice a day. ²

Conclusion: The Sonicare toothbrush was superior to the manual brush in removing Chlorhexidine stain, and achieved 54% stain reduction in 2 weeks.