Yes, demand is growing. I headed to Gangnam to meet a man who has experienced these fake funerals before. He's a dentist, well known in his field.

My parents are dentists

I'm just a dentist.

And he's a dentist!

(Laughter)

Bernard's a dentist...

And so, as a result, some crazy things have happened.

The dentist pulled out her bad tooth.

My mother... a shirley partridge wannabe... would like for me to go to dental school.

One part of medicine, though, has faced the problem of behavior change pretty well, and that's dentistry.

They don't do it as much as they should, but they do it.

One second. Dr. Oseranksy's office.

Mr Suzuki is not a dentist but a physician.

Mr. Suzuki isn't a dentist. He's a physician.

He is a dentist by profession.

The year is 2005.

I don't even think she's a member of the dental profession.

Dentists take x rays to examine your teeth.

She practices as a dentist.

A lot of bigwigs go to that dentist.

Neighbors came and went. Under President Adams, a local dentist happened by.

It happened that her husband was a dentist.

Matter of fact, I have a terrible toothache.

The medical building over there. He's a doctor and I'm a dentist.

The second example I want to tell you about comes from a collaboration I have with Dr. Margrit Maggio at the Penn Dental School.

So we described these as cool boots.

Look, if this is about the amount of nitrous oxide I gave you...

(Laughter)

And lucky that brother wasn't some oral hygenist or something. A Marine we could use.

I wish to become a dentist in future.

I'd like to be a dentist in the future.

We should check his dental records.

Dentistry might seem and I think it is many dentists would have to acknowledge it's somewhat of a mundane backwater of medicine.

The committee man is a dentist in private life.

In a moment you will see a beautiful set of teeth.

Teeth are teeth.

So this is an old experiment, but it's a really good one, because it was very simple, so it's an easy story to tell.

They had a low fear population, where they basically gave them a 13 minute presentation, all based in science, but told them that, if you didn't brush and floss your teeth, you could get gum disease.

Tooth for tooth.

The dentist will see you only by appointment.

And their features match the pain and the gain.

Get a dentist to meet me there in half an hour.

Let's go and clean our teeth, wash our faces, hands and feet.

Positive ID means we check xrays and dental records.

They took him to the dentist. He had a toothache.