It’s Friday, that means we highlight an Elevator Pitch and let TechCrunch readers praise it or tear it apart. This week’s pitch comes from InChairTV , a startup that brings cinema-display glasses into the dentist’s office to distract patients (and show them ads for dental products!).
I like the washed out I’m-from-the-future effect on the video, and the CEO sneaks the product in by wearing the glasses. The idea itself isn’t new. It reminds me of a company from the mid-1990s called Virtual i-O, which was going after the videogame console market. But, as I once noted in Fortune:
Surprisingly the company’s first customers were dentists. Thousands use the video goggles to distract patients with movies (The Texas Chainsaw Massacre, anyone?) while drilling their molars.
Virtual i-O disappeared, but maybe it was just too early. I love it that more than decade later, another startup is trying all over again with the same market-entry strategy (and hopefully, much better glasses). Here’s the pitch:
There’s research showing that distracting patients with movies, and especially videogames, can be as effective as more traditional chemical painkillers. I remember a study dealing with kids in a burn ward. The videogames made a huge difference, and some of the parents were crying they were so grateful.
So it might work for dentists, although personally I like to know what’s going on. My dentist usually gives me a small mirror so I can watch.
I wonder what the investment for dentists would be, and if they would want to invest in the system.
http://blabtech.blogspot.com
Could be nice. I just want to say that this type glasses are available for consumers (see http://www.thin...uting/mp3/98d3/).
I don’t know if the ones used by inChairTV are better quality or not, but it’s nice to have up to date show (if it’s for free) at your local dentist to be distracted.
so what if I am in the middle of a movie and you said i am done?
i also afriad i would close my mouth forgetting i am being operated.
This is how I got hooked on South Park. My dentist had South Park or Madonna and Streisand live videos (very gay male SF dentist).
fail
My only concern is if the person reacted, say during a horror or suspense type of show or movie. If someone gets immersed and pulls away, that could have implications on the dental procedure.
Outside of that situation, it sounds like a clever idea.
This was my original thought to the idea. There could be negative side effects to a user’s reaction to what is being displayed, shock, fear, laughter, etc.
I prefer to know EXACTLY what is going on while someone is messing with my body, even if it is just my teeth. A root canal may not be fun, but the doctor uses your EYES to tell if you may be starting to experience pain or not. Yes, the dentist sucks, but put some ultra-thin flat screens on the ceiling instead.
It’s a good idea but it needs more porn.
InChairPORN
Yeah that’s the ticket.
Sounds good to me, but I think it is largely dependent on the business model.
(linkback) Thrive or Fail? InChairTV – Watch TV while dentists drill your teeth [VOTE] – http://www.thri...rfail.com/80408
My dentists have had movies or TV for years. One had glasses (which are nice b/c they block out everything else) another had a real TV up in the corner of the wall and ceiling.
First experienced this in 1999 when I moved to Manhattan. FANTASTIC! however, when I looked at my bill I understood how they funded the purchase of all of the headsets and videos! WOW!
I think that this is a somewhat novel application of an existing technology, but has good potential. Right now, as the device seems to be in its infancy, it’s all right to target a small, specific market. But, I think to grow on a large scale, InChairTV needs to find more markets than the Dentistry industry.
Think hospital & doctor waiting rooms, DMV lines, and other niche-type areas or places that people don’t want to be – and this will help your product grow.
They already have that…it’s called OUT OF HOME (OOH) DIGITAL ADVERTISING NETWORK.. I had one and sold it….
Why replace the existing ads with in-house alternatives? Why not let the content providers subsidize part of it?
Not sure if its just because I’ve managed to get out of the bubble on holiday, and come back – but does this not seem crazy to anybody else?
Someone is really trying to make a business out of this?
1) A lot of people are terrorfied of the dentist, the “Watch Barney” line isn’t going to take their minds off of it
2) We’re talking about dentists right?
3) Sounds like a feature an existing chair manufacturer could just throw in
PLEASE PLEASE PLEASE. COMON
Noticed my spelling of terrorfied is horrific. Its late : )
I’ve actually used a similar service at a dentist in San Francisco. I thought it was brilliant. So, this is not novel as the product already exists. I wonder how this company is different.
Btw, I was actually a bit annoyed when the dentist finished before the movie was over. I missed the last 10 minutes. When was the last time you said, oh, just let me sit in this dentist chair for another 10 min…
My dentist had South Park or Madonna and Streisand live videos (very gay male SF dentist).
Also seen this in Argentina.. believe there is a market if it’s done right. Always easier for a dentists to buy a concept than putting together their own solution.
too specialized
If this is going to be successful they will need to focus on more than just dental patients. Maybe Airlines??
Are you kidding me? Worst idea ever. Horrible logo. Will fail.
I’ve been making too many treks to the dentist lately, and the only saving grace for early morning drilling is their movie system — makes all the difference. The only novelty here seems to be the glasses.
Hi, this is Matt from InChairTV (the guy in the video). First, thank you to techcrunch for posting us, and to all for watching and giving your feedback.
I just want to answer a couple of the questions posted, to hear what you guys have to say in response.
1. The issue of flat screens on the ceiling. This is just a basic engineering issue – it is very hard to be effectively distracted by a show that is playing behind someone who is literally “in your face” and asking you to turn your head, etc.
2. Not wanting to be distracted from your procedure. The nice thing about the eyewear versus a built-in screen is that it is totally voluntary. The dentist chooses whether to offer it to you and you choose whether to accept.
3. The business plan/product already exists. Indeed it does! We have tried to change the crunchbase blurb on us to make it clear that we do not make the headset; it is one of a number of off-the-shelf units available. What we do is to use the headset as part of a complete system that provides in-chair video to patients, for both entertainment and education. What we bring to the table for the dentist, in addition to the headset, is a commercial license to use the shows/movies, customized patient education modules and a subsidy from companies like Colgate and Crest who underwrite the cost of the hardware in return for limited commercial space. Since most of us would happily watch commercial TV on a flat screen above the chair, this is the same thing except the commericals relate to things going on at the moment like tooth whitening, etc.
4. Other applications. We’re working on it. Stay tuned!
Thanks again for your time. Best, Matt
In Europe these video glasses specially for dentists are sold bij relaxView BV. Look at there PR from last year at:
http://www.rela...ion_Preview.htm
I can’t wait togo tomorrow and check it out. I have the biggest fear of the dentist I hope I don’t fear movies after this. Do I get to take the goggles home? why don’t they just have someone rubbing your feet or perhaps a mani pedi?
It has something to harm the eyes?