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Non-Tech : Enamelon (ENML) - Does anyone follow this?
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To: Mama Bear who wrote (389)1/19/1998 4:08:00 PM
From: Greg B.  Read Replies (1) of 863
 
You picked up on that too.

I am looking forward to seeing that ad as well. It sounds like it does a surprisingly great job of competitive differentiation, without dropping names of any leading brands. But it also sounds like they are moving full-speed ahead, even without peer reviewed-approved research. Could they be jumping the gun on advertising, knowing in advance the pilot clinicals results? Or is peer review approval adequate enough? (I know that question is on some minds.) Or, is there some research we don't know about "liquid calcium"? Not very likely.

As for strengthening enamel, that is a property of other fluoride toothpastes. The issue is how tightly Enamelon couples the claim of strengthening enamel and preventing tooth decay. "Enamelon pentrates the weak spots in your teeth, strengthening the enamel, keeping your teeth strong and healthy" is a weak statement, and can be made by any fluoride toothpaste manufacturer. Crest can and has made the same claims in the past.

>>>"Liquid calcium, found only in a new toothpaste called Enamelon!" Next shot shows a tube of Enamelon tooth paste .. underneath are the words: Proven to strengthen teeth. <<<

That's clever how they linked these two concepts. But we really need to look at the ad, and review the FDA television advertising guidelines, to gauge how the FDA would rule.

Greg
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