Ad for Tooth Whitener Hooks Many Consumers

Dental/Medical Diagnostic Systems in Westlake Village, which manufactures dental equipment and tooth-whitening materials, said its consumer communications campaign has exceeded expectations.

Officials said an advertisement in the July 5 issue of People magazine generated more than 30,000 inquiries about teeth whitening on the company’s Web site and 2,000 telephone calls.

“The resulting inquiries and Web site hits from this campaign greatly exceeded our expectations,” said Robert H. Gurevitch, chairman and CEO. “This is only the beginning of our consumer-targeted campaign, which will include advertisements in Vogue, Cosmopolitan, Bride and Seventeen magazine this calendar year.”

Gurevitch said other planned promotions include New York bus posters and a billboard on Times Square in September, plus several Internet tie-ins with the magazines.

Dental/Medical Diagnostic’s tooth-whitening system, the Apollo 95E, went on the market last year.