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Biotech / Medical : BioLase Technology, Inc. (BLTI)
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To: Karl Drobnic who wrote (259)1/9/1998 12:14:00 AM
From: Clayleas  Read Replies (1) of 706
 
The problem I see with the delay is that BLTI is waiting for the FDA approval just so that they can make the claim that "LazerBrush kills germs." From what I have been told by company executives, FDA approval is not necessary to sell the product and make the claim that it whitens teeth.

Now I'm not an expert in tooth brush and tooth paste marketing and I haven't done a marketing study, but it is my opinion that the main selling points for the LazerBrush (besides normal oral hygene) are as follows:

1. It whitens teeth nearly as well as laser treatment in a dentist's office.
2. Its a "cool" product.

Killing germs is a nice added benefit, but it is not what I look for in a tooth brush/tooth paste.

In any event, from a marketing standpoint, the company could have launched the product before Christmas with a whitening campaign, sold a boat load of units - certainly enough to pay to reshoot the infomercial 10 times over - and then when they get FDA approval use the old P&G technique of "new and improved." Actually, they could probably shoot everything including the "kills germs" parts all at once and just re-edit it when they get the approval.

I just think that there has been a lot of lost opportunity and therefore, I'm on the sidelines right now (have been since $3.75-$4)

JMO

Jim
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