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Dental Tribune United Kingdom Edition

new Welcome to a new layer of Sensodyne expertise in dentine hypersensitivity Explore a new layer of opportunity with Sensodyne Repair & Protect Visual representation of dentine cross-section and dynamic reparative layer References: 1. Burwell A et al. Journal of Clinical Dentistry 2010; 21(Special Issue): 66–71. 2. LaTorre G & Greenspan DC. Journal of Clinical Dentistry 2010; 21 (Special Issue): 72-76. 3. Efflandt SE et al. Journal of Materials Science: Materials in Medicine 2002; 13(6):557−565. 4. Clark AE et al. Journal of Dental Research 2002; 81 (Special Issue A): 2182. 5. GlaxoSmithKline data on file SF/EU/05/10 Earl J, 2010. 6. Du MQ et al. American Journal of Dentistry 2008; 21(4): 210−214. 7. Pradeep AR & Sharma A. Journal of Periodontology 2010; 81(8):1167−1173. 8. Salian S et al. Journal of Clinical Dentistry 2010; 21 (Special Issue): 82–87. SENSODYNE, NOVAMIN and the rings device are registered trade marks of the GlaxoSmithKline group of companies. Today you can go further than treating the pain of dentine hypersensitivity with Sensodyne. Today you have new Sensodyne® Repair & Protect containing NovaMin® calcium phosphate technology. NovaMin® builds a reparative hydroxyapatite-like layer over exposed dentine and within the tubules1-5 Starting to form from the first use5 , this reparative layer creates an effective and lasting barrier to the pain of dentine hypersensitivity6-8 , with twice-daily brushing. Specialist in dentine hypersensitivity management SM1877_16 Repair & Protect Dental Tribune ad.indd 1 06/01/2011 16:56 15Product SpotlightMarch 14-20, 2011United Kingdom Edition ther as a replica or in-situ”. The speakers all agreed in- dustry has a key role to play in the continuing research and development of preventative dental care. Science at the heart and core of Sensodyne success for 50 years Through collaboration with the dental health care profes- sional and by researching pa- tient’s needs, truly significant advances have been made. Sensodyne was first made available in 1961 by Block Drug. Since GlaxoSmithK- line’s acquisition of the brand it has rapidly grown globally and become the dentists sen- sitivity toothpaste of choice in many markets5. Expanding expertise GlaxoSmithKline’s signifi- cant investment in Sensodyne includes employing experts not only in dentistry but also in fields outside to expand the understanding of dentine hypersensitivity. Linking ae- tiology, research and patient needs has resulted in tooth- pastes that deliver specific pa- tient benefits. Ground Breaking Research into the management of Dentine hypersensitivity Up until now pain measure- ment was subjective and could be influenced by a number of variables. Research for an ob- jective measure for pain us- ing fMRI (functional Magnetic Resonance Imaging) to map brain activity was presented by Dr Ashley Barlow, GSK principal clinical scientist in collaboration with the Uni- versity of Zurich using a mul- ti-discipline team including experts in medical, clinical, engineering, psychology, sta- tistics and data management. Future GSK investment into pain measurement will bring advances into un- derstanding dentine hy- persensitivity and hence more targeted modes of treat- ment and prevention. Novamin innovative Technology In early 2011 GlaxoSmithKline will be launching the world’s first daily fluoride toothpaste with Novamin, Sensodyne Re- pair and Protect, a develop- ment that clearly illustrates why Sensodyne has become synonomous with dentine hy- persensitivity. Novamin, advanced calcium phosphate technology, employs the same patented bioactive material used in advanced bone regeneration techniques.7,8 It acts as a reservoir to build a new reparative layer over exposed dentine and within the tubules.9-13 This layer has a similar chemical composition to hydroxyapatite mimicking the tooth’s natural composition and strongly binding to the col- lagen in dentine.14-16, Innovative use of the Elec- tron Microscope Dr Jonathan Earl, Principal Scientist Sensodyne, using his expertise in material sci- ence and engineering has ap- plied electron microscopy ‘Changes are not only seen in struc- ture but can also be measured in changes in chemical compositition’ page 16DTà Celebrating 50 years of Sensodyne