SOURCE: BIOLASE Technology, Inc.

April 14, 2005 07:00 ET

BIOLASE Provides Review of Consumer Awareness Campaign

SAN CLEMENTE, CA -- (MARKET WIRE) -- April 14, 2005 -- BIOLASE Technology, Inc. (NASDAQ: BLTIE), a medical technology company that develops, manufactures and markets lasers and related products for dental and medical applications, today provided a review of the Company's progress related to its consumer awareness campaign. Over the past six months, BIOLASE has been using public relations initiatives as part of its overall communication strategy to heighten Waterlase's brand awareness among consumer audiences.

In September 2004, BIOLASE engaged Richter 7, a nationally acclaimed public relations and advertising agency. With the help of Richter 7, the Company has participated on a national media tour, promoting the benefits of Waterlase dentistry to several print and broadcast journalists. As part of this PR effort, the Company has distributed more than 850 Video News Releases (VNR) to national and local TV stations and over 12,000 Matte Releases to magazine and newspaper publishers. In particular, the March 2005 Fitness Magazine featured an article titled "Smile - The Dentist Is Now Pain-Free," highlighting the benefits of the Waterlase MD and raising the awareness of Waterlase dentistry among young women and mothers by informing them how they can find a practicing dentist in their area. Several other nationally recognized magazines and newspapers have indicated their intentions to feature articles on Waterlase dentistry, which are expected to be published in the late spring / early summer timeframe.

Nationally, the Company recently began to market the benefits of Waterlase dentistry to patients through marketing efforts targeted towards TV programs that showcase reality makeovers featuring cosmetic dentistry. The recent popularity seen by TV reality programs such as ABC's "Extreme Makeover" and FOX's "The Swan" has made these types of media outlets great vehicles for raising consumer awareness for innovative, dental technologies and procedures.

In particular, the Company was recently highlighted by Dr. Sherri Worth on FOX's "The Swan." Dr. Blake LaBounty, a featured dentist on the syndicated morning TV talk show "Tony Danza Show," also discussed using Waterlase technology to perform various cosmetic procedures in a segment titled "New Smiles, New Styles Makeovers." The Company anticipates more coverage in the upcoming season on FOX's "The Swan," and BIOLASE is also working closely with 1-800-Dentist and sponsoring dentists in running TV commercials featuring Waterlase dentistry.

Since the beginning of the year, Waterlase dentistry have been seen on more than 65 local TV news station broadcasts as a health & human interest spot, where local residents and practicing dentists talk about their personal experiences and perceived advantages of Waterlase technology. Some of these TV news stations include: WHBQ TV FOX CH.13 - Memphis, TN, WKRC TV ABC CH.12 - Cincinnati, OH, KSL TV NBC CH.5 - Salt Lake City, UT, WVLA TV NBC CH.33 - Baton Rouge, LA, WWAY TV ABC CH.3 - Wilmington, NC, KMSP TV UPN CH.9 - Minneapolis, MN, WBNS TV CBS CH.10 - Columbus, OH, WPLG TV ABC CH.10 - Miami, FL and WCBD TV NBC CH.2 - Charleston, SC. Several other local TV news stations have expressed interest in running the Waterlase TV spot or are in the process of setting up the segment with a local dentist.

"We believe an effective consumer PR campaign will strategically raise the visibility and awareness of Waterlase dentistry. We believe these important steps will help speed the adoption of our proprietary technology," commented Robert E. Grant, President and CEO.


BIOLASE Technology, Inc. ( is a medical technology company that designs, manufacturers and markets proprietary dental laser systems that allow dentists, oral surgeons and other specialists to perform a broad range of common dental procedures, including cosmetic applications. The company's products incorporate patented and patent pending technologies focused on reducing pain and improving clinical results. Its primary product, the Waterlase® system, is the best selling dental laser system. The Waterlase® system uses a patented combination of water and laser to precisely cut hard tissue, such as bone and teeth, and soft tissue, such as gums, with minimal or no damage to surrounding tissue. The company also offers the LaserSmile™ system, which uses a laser to perform soft tissue and cosmetic procedures, including tooth whitening.

This press release may contain forward-looking statements intended to qualify for the safe harbors from liability established by the Private Securities Litigation Reform Act of 1995. Such forward-looking statements may include statements concerning the progress of its consumer awareness campaign, future operating results and expenses, growth of the Company, sales of the Company's products, senior management's performance, strategic planning efforts and initiatives, utility and efficacy of its Waterlase technology, potential future results and trends in the marketplace. These statements may be identified by the use of forward-looking terminology such as "may," "will," "expect," "anticipate," "estimate," "continue," "intend," "plan," "believe," and variations of these words or similar expressions or other similar words or expressions. You should not place undue reliance on any forward-looking statements.

Forward-looking statements are based on current expectations and assumptions, which our management believes are reasonable but that are subject to risks and uncertainties. The forward-looking statements are made only as of the date of this press release and the Company undertakes no obligation to publicly update such forward-looking statements to reflect subsequent events or circumstances including any change in the Company's beliefs or expectations.

Contact Information