“Basically, they were shocked,” Dr. Makkar reminisced about the April taping in Toronto. “There was no better demonstration of what the alignment of your jaw can do to your body than having Brian Shaw, the World’s Strongest Man, come in and do his thing. Michelle had to be picked up by him,” he laughed. “There was no better demonstration of what the alignment of your jaw can do to your body than having Brian Shaw, the World’s Strongest Man, come in and do his thing.” “When we went in, it was intimidating and we were nervous – they’re the best, after all. As you start getting into your pitch though, it puts you on an automatic mode because you’re passionate about your product. I think they saw that. Joe Fresh said, ‘I love this team. You’ve got a CEO, a dentist, and a bodybuilder.’ We were proud about what we accomplished.”
had an unavoidable image issue from day one.
“That comes from a market place flooded with magnetic bracelets and other hocus-pocus products,” Dr. Makkar said emphatically. “Who can blame the consumer for being skeptical? That’s why we always want to get everything on the table, all the science, wherever we’re promoting the product. There’s research on the topic that dates back to 1960 and it’s all based on dentistry. People with TMJ or joint issues – these sorts of soft tissue problems – found increased range of motion with custom mouthpieces. It’s been proven.” “I focus a lot on patients who experience TMJ symptoms like dizziness, headaches, and ringing in the ears. In 2009 at a cosmetic study in Las Vegas, I learned about, well I learned how to make a special orthotic that goes over the patient’s lower teeth to put them in a very comfortable bite situation. My first patient I treated with this orthotic was a lobster fisherman from Yarmouth. When he came back in he said, ‘You know, doc, I don’t have any headaches anymore but the weird thing is this: when I put those traps The initial proof was in the pudding, so to speak, for Dr. Makkar and it couldn’t have been a more Maritime recipe.
Dr. Makkar’s nerves were well-justified. The product has
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SPOTLIGHT ON BUSINESS MAGAZINE • NOVEMBER 2017
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