title: Comparative clinical trials and the changing marketplace for oral care: innovation, evidence and implications.
abstract: The development of a trayless bleaching system (Crest Whitestrips) and a novel battery-powered toothbrush (Crest SpinBrush) has fueled growth in the bleaching and power toothbrush markets. Beyond offering convenient, low-cost options for patients, the effectiveness of each product is supported by a robust clinical program. New comparative research involving these products expands evidence on the clinical meaningfulness of the benefits of this whitening system and powered toothbrush for patient care.
authors.affiliation: Health Care Research Center, The Procter & Gamble Company, Mason, OH 45040-9462, USA. gerlach.rw@pg.com
authors.forename: Robert W
authors.initials: RW
authors.lastname: Gerlach
authors.forename: Aaron R
authors.initials: AR
authors.lastname: Biesbrock
mesh_terms: D002986:Clinical Trials as Topic; D011211:Electric Power Supplies; D004867:Equipment Design; D019317:Evidence-Based Medicine; D006801:Humans; D008389:Marketing of Health Services; D009910:Oral Hygiene; D012107:Research Design; D013673:Technology Assessment, Biomedical; D014073:Tooth Bleaching / Q000295:instrumentation; D014099:Toothbrushing / Q000295:instrumentation