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SpotlightSolutions

Revenue generators for you and your dental customers in 2015

For Dental Sales Professionals February 2015

For Dental Sales Professionals June, 2010A partnered publication with Dental Sales Pro • www.dentalsalespro.com

2 132 14

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4 : February 2015 : First Impressions : www.firstimpressionsmag.com

EditorMark Thill

[email protected]

Senior EditorLaura Thill

[email protected]

Managing EditorGraham [email protected]

FounderBrian Taylor

[email protected]

PublisherBill Neumann

[email protected]

Director of Business Development/Sales

Monica [email protected]

Art DirectorBrent Cashman

[email protected]

CirculationWai Bun [email protected]

Associate EditorAlan Cherry

[email protected]

First Impressions (ISSN 1548-4165) is published bi-monthly by Medical Distribution Solutions Inc., 1735 N. Brown Rd. Ste. 140, Lawrenceville, GA 30043-8153. Copyright 2015 by Medical Distribution Solutions Inc. All rights reserved. Subscriptions: $48 per year. If you would like to subscribe or notify us of address changes, please contact us at the above numbers or address.

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Editorial Staff

February • 2015 For Dental Sales Professionals

Be Their ‘Go-To’ Resource p.6

What You May Have Missed p.8

Ask the ExpertA former practicing dentist and current sales expert answers your questions p.10

The new normal:Not a bad place to be p.12

Dirty Little SecretsInfection control expert Nancy Dewhirst answers your questions. p.30

Made to LastLarry Cohen and David Blackshear talk about what it took – and still takes today – to succeed in a competitive marketplace p.36

UDI ArrivesThe Unique Device Identifier is here; supply chain needs to adapt rapidly, say experts p.41

Universal AdhesivesThere are compelling reasons for dentists to switch to universal adhesives. p.46

ACTIVA BioACTIVE ProductsHow to add value and be a leader in your territory p.48

GlovesWhat fits your customers best? p.50

On the MoveLife experiences early on helped shape how one service tech would approach professional challenges p.52

News p.54

p.12

Solutions Spotlight p.14

Accutron product line p.16

Air Techniques ProVecta S-Pan Panoramic X-ray p.18

Crosstex online biological monitoring test results p.20

Ivoclar Vivadent Adhese® Universal and the unique VivaPen® delivery p.21

Pulpdent’s ACTIVA BioACTIVE-RESTORATIVE p.22

OneMind Health® p.23

Hu-Friedy’s Instrument Management System p.24

Porter Instrument Silhouette Nasal Mask for predictable nitrous oxide analgesia p.26

Premier® Dental Products Company p.28

Septodont introduces BioRoot™ RCS p.29

p.52


publisher’s letter

Bill Neumann

Usually the dental industry is quiet and slow during the first of the year. Your customers may have made big ticket equipment purchases at the end of 2014 and are now buying dental merchandise on an as-needed basis to slowly ease into 2015. Take full advantage of this natural intermission by implementing a healthy growth strategy in your territory,

complimented by educating yourself in new product knowledge and your offices with new solu-tions to grow their practices. Essentially you’ll become your customers’ go-to dental expert. Take the first step to becoming your customers’ advisor and advocate:

• Listen to your customers’ needs to build trust and become their go-to resource.• Review our ‘new products section’ so you can skillfully advise customers on products to

save them time and money.• Help offices add patients and generate additional revenue from existing patients.• Assist with efficient and effective office marketing strategies.• Expertly aid in practice acquisition, sales, and transitions.

In reality, you can’t be everything to all your customers, but you want to establish yourself as the first person they think of for advice. If a particular area is out of your scope, refer the office to an allied expert. This builds trust as you develop into an advocate. At times, offices may purchase a product or service from a competitor, never realizing you offer the product or service. This sce-nario will be eliminated if you are their go-to expert for all of their dental needs.

There has been an explosion of new technologies, products and services for dentists, and your customer does not want to spend all day trying to sort through it all. Look at the stack of dental publi-cations and mailers that are sitting in their offices. Do they have time to go through to stay current on every new thing? If they are doing a lot of dentistry, then they probably do not have the time or desire. You can build incredible trust by becoming your customers’ No. 1 resource for all things dental.

Albeit a slow time for sales, the industry is dynamic and ever-changing, with some big announce-ments that will directly affect you, the products you’re selling and the customers you’re serving:

• Henry Schein will be able to offer the A-dec line as of Q2. You can find A-dec’s literature in the DSP Connect app.

• Patterson now has access to Kavo and Gendex, and will be carrying Sirona chairs and operatory units. Sirona is also listed in the DSP Connect app.

There’s so much to learn and so little time. The busy selling season is right around the corner. Use this time to prepare and shape 2015 into your most impressive revenue generating year yet!

Be Their ‘Go-To’ Resource

Shannon Bruil, Burkhart DentalSteve Desautel, Dental Health Products Inc.Suzanne Kump, Patterson DentalDawn Metcalf, Midway Dental Supply

Lori Paulson, NDCPatrick Ryan, Benco Dental Co.Scott Smith, Benco Dental Co.Tony Stefanou, DMDTim Sullivan, Henry Schein Dental

Clinical boardBrent Agran, DDS, Northbrook, Ill.Clayton Davis, DMD, Duluth, Ga.Sheri Doniger, DDS, Lincolnwood, Ill.Nicholas Hein, DDS, Billings, Mo.Roshan Parikh, DDS, Olympia Fields, Ill

First Impressions editorial advisory board

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Content from First Impressions’ digital supplements

From teeth whitening and veneers to crown lengthen-ing and total smile makeovers, cosmetic dentistry is on most patients’ radar at one time or another, he says. These are the types of services that help patients gain confidence, both in the workplace and in social settings, he explains. “[Dentistry] is not simply about treating tooth pain and decay,” he says. It’s about a patient’s total wellness, which is why it’s so important for den-tists to “have this discussion” with their patients, he adds.

When dentists incorporate cosmetic dentistry into their services, it sends pa-tients a message that they care about their total wellness, Kim continues. “And, the investment is very small compared with the return,” he says. “You can’t put a dollar amount on this.”

Indeed, watching their patients leave the practice with a terrific smile can be extremely rewarding for dentists, he continues. “I had one patient who [was embarrassed about her teeth] and cov-ered her mouth when she spoke. After I treated her with Invisalign®, she became a totally different person. Her confidence rose and her attitude changed, and she landed the new job she wanted.

“Dentists should present cosmet-ics to their patients just as they would present any treatment,” says Kim. “They should present it as what’s best for their patients.” Showing patients before-and-after photos can have a great impact in helping them see the difference cosmetic services can make, he says.

Of course, the issue of cost inevitably comes up, he contin-ues, and it’s helpful if dentists can offer patients financing options. “Great Expressions accepts all insurances, which [accounts] for a lot of our patients,” says Kim. “For those patients without insurance, we offer a discount dental plan called Smile Protection Plan, which saves them between 30 and 35 percent.” And, patients always have the option to work with a third party financing company, he adds. “The most important thing is for patients to get the care they need.”

WHAT YOU MAY HAVE MISSED

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January digital:

Cosmetic dentistry should be a part of patients’ total wellness

If for no other reason, dentists should offer their patients cosmetic dental services because “it’s what’s best for the patient,” says Paul Kim, D.D.S. and Northeast clini-cal director for Great Expressions Dental Centers. Whether patients require cosmetic treatment for health reasons, or desire it to improve their appearance, if they want it,

dentists should offer it “so that patients can live the life they want,” he says.


ask the expert By Anthony Stefanou, DMD, Founder, Dental Sales Academy

Editor’s note: Anthony Stefanou, DMD, will answer reps’ questions on their dental customers. E-mail him your questions at [email protected] or visit www.dentalsalesacademy.com.

Q: What are some “do’s and don’ts” when selling to dentists?

A: Here are a few important considerations that anyone who sells to dental offices should always not only keep in mind, but own as rules to live by.

Ask Expertthe

www.firstimpressionsmag.com : First Impressions : February 2015 : 11

Stay informed about the office Regardless of whether it is your first prospecting conversation with them, or they are already an account, it is strongly recom-mended that you always stay prepared by checking to see what the dentist/practice is up to and to learn as much about them before you walk in the door. The number one reason that a dental office does business with a rep or company is because the rep shows a sincere interest in their practice. There could be chang-es that occurred from the last time you were in contact with the practice (i.e. they implemented a sleep apnea program, hired a new associated or RDH, the doctor spoke at a major conference or received a fellowship) and for them to see that you are aware of that just validates you value them as a customer rather than just as someone you expect an order from.

Don’t overwhelm them with information While it seems logical to try to impress dentists with the stud-ies, testimonials, product and company information you have, the more you initially send or leave them with can actually sabotage your process and lengthen your cycle. My surveys repeat-edly show that over 70 percent of dentists feel they are getting too much information rather than too little (as well as are being told too much rather than feeling they are in a consultative conversation with reps).

Remember, dentists are inundated with marketing materials and sales solicitations, and those big packets start to accumulate on their desks. Once they leave you, the larger packets go to the bottom of the pile. Even if dentists want to read the materials because you had a good conversation, they interpret the informa-tion as being too much for the time they have right now, so they put it off. Leave the minimum amount of information that you can and highlight the key point(s) that you discussed.

Don’t be too aggressive in trying to get an order at the end of the month (or quarter or year) Dentists know that the end of the month, quarter or year means you are trying to get your last orders in to get your bonuses/quotas. And, of course you aren’t the only person doing this so there are many calls coming in at that same time from other dealers/manufacturers. But more importantly, the dentist is also very busy at these times as well. They have their bills and payments due then…payroll, taxes, rent, etc.

Keep reminding them of their “why” It may take several conversations to get a “yes” from an of-fice. If you are doing a good job, you have discovered their

hot button (what the reason is…the benefit to them of your product or service) early on, and this is a real lead. If so, as you continue in the cycle, sometimes the dentist starts to lose sight of this. They may say they are ready to go, but then they don’t sign for the order. This is often because now it’s becom-ing formal and they need a friendly reminder from you as to why they should finalize it.

Dentists are busy, and it is your job to bring them back to the reason this is happening with something like: “Remember when we first met/spoke Dr. Johnson? You said you wanted this product because it would allow you to save a few hours of chairtime each month while still maintaining the same or better clinical result.”

Get referrals from your current accounts This one is simple, yet I am amazed at how many reps are rely-ing on cold calls to get new activity. I ask them how many active accounts they have and they say “50,” and then admit that only a few have given them referrals. The numbers don’t lie. One-

in-six referrals become new accounts, but less than one in a hundred of cold calls become accounts.

Stay in control It’s not uncommon along the prospecting process to have times when an office has to reschedule. An emergency may come up or they are behind schedule for any number of rea-sons. Even if they don’t reschedule, you may get squeezed a bit and have less time than you expected. You should walk in to every meeting knowing this can occur and have two backup options to reschedule (based on your schedule and knowing their hours) so that you don’t get the dreaded “Sorry. Please call us next week and we’ll figure out another time.” It may then be a very long time before you can get time with them.

If you are prepared, you can then offer A or B to them im-mediately and walk away with something in the near future that is now confirmed again.

In my many years of selling and training others to sell to dentists, it is apparent that a bunch of “little things” like the examples given here make the difference between being an average or good salesperson and a great one. FI

Dentists know that the end of the month, quarter or year means you are trying to get your last orders in to get your bonuses/quotas.


DTA meeting

The new normal: Not a bad place to be

A record number of attendees – 20 percent of them first-timers – traveled to Indian Wells, Calif., in No-vember for the 2014 Dental Trade Alliance Annual Meeting, “Thriving in the New Normal.”

DTA reports that according to the post-meeting survey re-sponses, an overwhelming majority of members said the high-

light of the meeting was the “abundant networking opportunities with industry colleagues” and the “caliber of speakers.” By pro-viding a setting for members to meet and greet old and new in-dustry colleagues face-to-face in a relaxed, educational setting, attendees return to their companies re-energized with abundant take-aways for the coming year, according to DTA.


Incoming Chairman Michael Augins, president, Sirona Den-tal, encouraged member involvement in the DTA and told mem-bers that the dental industry “must learn to deal with constant change, for that is what will drive our future success. It is our hope that this meeting will help to prepare you for this ‘new nor-mal.’ I am confident that despite the increasing pace of change, the best times for dentistry remain ahead of us.” Augins suc-ceeds Henry Schein Dental President Tim Sullivan as chairman.

The new paradigm in practice managementMatthew Krieger, DMD, founder and CEO of Million Dollar PPO, a dental practice management coaching and consulting firm, talked to DTA attendees about the “new paradigm in practice management.” His message was one of profitability through efficiency.

Krieger started his practice in 2003 and built it to a full time practice in one year. He has collected more than $1 million, in 3.5 days per week, in each of the last six years, with 30 percent growth. In 2013, he collected over $1.4 million and has main-tained an overhead of 57 percent, and has done all of this while participating with PPO insurance plans.

“In order to increase the number of procedures possible, while reducing the time spent and the number of visits neces-sary, dentists need to focus on changing the flow of patients through the practice, as well as increasing situational aware-ness and cross-training of the team,” says Jason Siruchek, di-rector of operations, Million Dollar PPO.

“Each individual team member – administrative and clinical – needs to be capable of assisting a patient in understanding the treatment necessary, paying for said treatment and then complet-ing the treatment. The use of a solid huddle/morning planning meeting will help the team to be prepared for potential opportuni-ties that may be on the schedule, and increase the awareness of these opportunities so that they can be taken from presented, to accepted, to completed treatment in as few visits as possible.

“Any technology, hardware or software that can help in this process should be adopted by the practice,” adds Siruchek. “Tools like digital x-ray, office management software, lasers, CAD/CAM and digital impression, cone beam… are an impor-tant part of increased profitability.”

Distributors should position their products, equipment and ser-vice in a way that helps the practice achieve these goals, he says.

The 2015 DTA Annual Meeting will be held Oct. 20-23 at the Hyatt Regency Coconut Point Resort and Spa in Bonita Springs, Fla. FI

“ Each individual team member – administrative and clinical – needs to be capable of assisting a patient in understanding the treatment necessary, paying for said treatment and then completing the treatment.”

–Jason Siruchek


SpotlightSolutions


Few things energize distributor reps as much as the

opportunity to bring new products, technologies and solutions to their customers. First Impressions asked a handful of manufacturers what’s new for 2015.

Here are their responses.

ACCUTRON

AIR TECHNIQUES

CROSSTEX

IVOCLAR VIVADENT

PULPDENT

ONEMIND HEALTH

HU-FRIEDY

PORTER INSTRUMENT

PREMIER DENTAL

SEPTODONT


Solutions Spotlight

Accutron manufactures a complete line of analog and digital nitrous oxide portable and central system flowmeters and manifold systems, along with a full line of emergency equipment.

The company also manufactures a large selection of nasal hoods, including autoclavable and single-use nasal hoods. Its recently introduced low-profile ClearView Single-Use Nasal Hoods have both scented and unscented inner hoods and a clear outer hood that shows condensation when

a patient is breathing through his nose. ClearView is available in Classic design and as a CO2 Capnography Nasal Hood. The ClearView CO2 Capnography Nasal Hood has a side tube with a Luer Lock port that can be attached to a Capnograph machine for monitoring end-tidal carbon dioxide. The American Association of Oral and Maxillofacial Surgeons (AAOMS) has recently revised its guidelines to include monitoring end-tidal CO2 during moder-ate to deep sedation; state regulations are expected to follow accordingly. Samples of Accutron’s single-use nasal hoods can be requested at www.accutron-inc.com. All Accutron products are available through Accutron-authorized dental distributors.

Accutron product line

One of the greatest advantages to using nitrous oxide is that it helps reduce patients’ fear or anxiety prior to a procedure. It is well tolerated, has a rapid onset and is

reversible. In addition, it can be adjusted in various concentra-tions and is non-allergenic. And yet, rather than offer it to their patients, many dentists wait for their patients to request it. Sales reps should remind them that it not only could help improve the patient experience, but that it’s also an additional source of rev-enue for their practice.

The ClearView CO2 Capnography Nasal Hood has a side tube with a Luer Lock port that can be attached to a Capnograph

machine for monitoring end-tidal carbon dioxide.

• Clear outer hood shows condensation when patient breathes through nose

• Low profile expands clinician's field of view and provides easier access to patient's mouth

• CO2 Capnography version available to fulfill regulatory requirements

• Low profile keeps patient from making hood adjustments to see dental team activities, operatory TV monitor, etc.

• Colorful, scented hood delights patientsof all ages; unscented available

800.531.2221www.accutron-inc.com

Nitrous Oxide Conscious Sedation

ClearView™

ClassicAvailable in Large Adult, Adult, and Pedo sizes.

In multiple scents & unscented.

Available in Large Adult, Adult, and Pedo sizes.

In multiple scents & unscented.

Secure Female

Luer Lock Sample

Line Connection

Connect to capnograph monitor sample line and verify patient end-tidal CO2

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Solutions Spotlight

T he Air Techniques brand has long been associated with diagnostic image quality, and the latest offering – the ProVecta S-Pan panoramic X-ray – continues that tradi-

tion. Practitioners appreciate the efficiency once they experi-ence the S-Pan delivering a full adult panoramic X-ray in seven seconds and select from 17 image programs – including four specifically for children – from a 7-inch touch screen. Patient compliance is assured with an outward facing orientation and height adjustment that can accommodate both seated and tall patients. Voice instructions and laser guides assist the practi-tioner in positioning the patient and obtaining a diagnostically accurate image every time.

The S-Pan earns the moniker Panoramic Perfection when one reviews an image generated in seven seconds and sees the digital clarity that only S-Pan technology can deliver – all in 39 x 48 x 90 inch tall space. The heart of the S-Pan image technology starts with the patient-specific path that the Csl sensor follows and continues as 20 layers of images are collected and sliced into 20,000 image segments, and then one amazingly sharp im-age is automatically constructed from the best selections.

Get to know the new state-of-the-art in panoramic radiog-raphy, only from S-Pan at www.airtechniques.com, or contact Air Techniques to arrange a demonstration.

Air Techniques ProVecta S-Pan Panoramic X-ray

Practitioners appreciate the efficiency once they experience the S-Pan delivering a full adult panoramic X-ray in seven seconds and select from 17 image programs – including four specifically for children – from a 7-inch touch screen.

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Solutions Spotlight

Crosstex offers online biological monitoring test results and instrument reprocessing education at www.Cross-texBMS.com.

CrosstexBMS.com provides state-of-the-art laboratory services and infection control information to healthcare profes-sionals. The site content is heavily focused on sterility assurance protocol/products in hopes of educating clinicians to implement safer working environments for their staff and patients. Crosstex is uniquely qualified to counsel customers, as they operate two

testing laboratories in North America that process over 2.5 million mail-in spore tests annually from a diverse range of customers.

CrosstexBMS.com website features include:

• Resources to key infection control organizations, na-tional guidelines and local guidelines (including interac-tive state lookup tool).

• FAQs and work tools (i.e., compliance calendars).

Users do not need to be a Crosstex customer to utilize the web-site. However, behind the password-protected screen, biological mail-in customers can:

• View their office’s spore test results and sort results by test date, sterilizer and result status, and filter by date range.

• Print a certificate of participation to display in their office for customer’s peace-of-mind.

• Sign-up to receive reminder reports that email or fax alerts when the system recognizes a missed weekly spore test.

• Automatically receive a personal phone call from a Crosstex clinical consultant when a failed spore test is detected.

And, for dental practices that seek a weekly executive

summary of the multi-site testing results, Crosstex offers

a custom reporting function to summarize test results to monitor compliance and ensure safe practice. (Ask about MSM: Multi-Site Monitoring).

What truly makes CrosstexBMS so unique are step-by-step instrument reprocessing video tutorials. The host of the video series, Leann Keefer RDH, MSM, has practiced for over 20 years with academia experience as a former associate professor and service to various foundation and accredita-tion boards in the United States and Canada. Keefer is also director of clinical education for Crosstex and explains, “My hope is that these educational videos and website will allow clinicians to learn from trusted sources like the CDC, FDA, OSAP, ADA, AAMI and directly from their manufacturers on the latest advanced technologies.”

To get started, contact Crosstex Customer Care @ 800-819-3336 or email [email protected].

Crosstex online biologicalmonitoring test results

Crosstex is uniquely qualified to counsel customers, as they operate two testing laboratories in North America that process over 2.5 million mail-in spore tests annually from a diverse range of customers.


If your customer is using a bonding agent that is delivered in a bottle, start by asking this question on your next sales call: “Doctor, how often do you use all the adhesive that was dispensed in the well?” You’ll likely see a look of dismay on the dentist’s face because they get very frustrated with their assistant when more adhesive is dispensed in the well than needed. In the assistant’s defense, it’s not easy to dispense just one drop of adhesive. Give it a try yourself sometime.

If your customer is using single-dose bonding agents, remind him or her that most unit-dose vessels contain enough material for three applications. Therefore, the doctor could be wasting

2/3 of the material if he or she uses the single dose on only one tooth. Dentists who perform quadrant dentistry may open a second unit-dose for the fourth tooth and again waste 2/3 of the mate-rial in the vessel.

You can quickly become a hero in the dental practice by simply introduc-ing them to Adhese® Universal and the unique VivaPen® delivery. Adhese Uni-versal is a universal bonding agent indi-cated for direct and indirect restorations and any etching technique. The VivaPen is an ergonomic pen-style delivery sys-tem that enables the bonding agent to be applied directly onto the tooth by simply clicking a button on the pen. Be-cause the doctor dispenses only what is needed, there is virtually no waste. The VivaPen delivers more than three times more applications per milliliter than the conventional bottle, which results in the lowest cost per application of only $0.63. It’s no wonder that Adhese Uni-versal was rated one of the Best Prod-ucts of 2014 by many leading evaluators and opinion leaders!

*Data on File

Ivoclar Vivadent Adhese® Universal and the unique VivaPen® deliveryHelp your dentists save thousands of dollars by reducing wasted bonding agent

The VivaPen is an ergonomic

pen-style delivery system that enables the bonding agent to be applied

directly onto the tooth by simply clicking a button

on the pen.

Most dentists don’t realize that they actually waste more dental bonding agent than they use. Research shows that almost four grams

of adhesives in a typical five gram bottle is wasted!* This results in wasting thousands of dollars each year, because bonding agents are one of the most expensive materials in the practice.


Solutions Spotlight

Provide your customers and their patients with a new and better restorative material.

ACTIVA BioACTIVE-RESTORATIVES from Pulpdent usher in a new era of dental materials that improve patient care, increase patient confidence and build dental practices. These bioactive products are designed to provide better patient out-comes while increasing efficiencies and reducing costs.

ACTIVA BioACTIVE products are totally new and innova-tive restorative resins that release and recharge more calcium, phosphate and fluoride; are more bioactive than glass ionomers and traditional RMGIs; and have the physical properties and

esthetics of composites. They are the first dental restoratives with a bioactive resin matrix, shock-absorbing resin component, and reactive ionomer glass fillers designed to mimic the physi-cal and chemical properties of natural teeth. They contain no Bisphenol A, no Bis-GMA and no BPA derivatives.

ACTIVA BioACTIVE restoratives are moisture-tolerant mate-rials that become part of the tooth and deliver the minerals teeth need to stay healthy. These multi-purpose materials, which are dispensed from a syringe with a special placement tip, simplify technique and save valuable chairside time. A five-second etch is indicated for ACTIVA BioACTIVE-RESTORATIVE, but in most

cases, no bonding agent is required. Bonding agents are only used with the restorative material when there is little or no retention form, or when retention is a concern. There are no capsules or triturators, and eliminating or reducing the use of bonding agents provides considerable cost savings.

Being a leader in bioactive materials is a prac-tice builder and differentiates the practice from oth-ers. Patients are increasingly informed about dental procedures through online and other sources, and they want to know that their dentist has incorporated safe, advanced materials into their practice. Many have concerns about the potential health issues as-sociated with amalgam and Bisphenol A (BPA). AC-TIVA contains no BPA or BPA derivatives and elimi-nates these concerns.

ACTIVA BioACTIVE materials open the door for procedures that promote prevention and patient health, as opposed to just maintenance. ACTIVA provides prac-titioners with an active material that interacts with the tooth and provides direct benefits for oral health. This new approach to restoring teeth advances dentistry beyond the passive materials traditionally used to re-place lost tooth structure. Your customers will appreci-ate this new material for their patients’ oral health. Visit www.activabioactive.com for more information.

Pulpdent’s ACTIVA BioACTIVE-RESTORATIVE

There are no capsules or triturators, and eliminating or reducing the use of bonding agents provides considerable cost savings.


Gets the dental team off the phone• Your client can know a patient’s coverage before provid-

ing care, without having to call insurance companies! We pull future appointments directly from practice manage-ment systems and contact insurance companies to fill in benefit details that are not included in the usual electronic response. The information will be there when needed, in an easy-to-read and understandable format within OM Propel.

The exact info they need• Displays can be customized to match the practice’s call

sheet and ensure that the information received is relevant to the specialties of your client’s practice – the codes and procedures that are important to them! The details are specific to the individual patient – not just the group – and include up-to-date information on their balances.

On-time information• Using OM Propel with Complete Benefits Delivered to

obtain the detailed benefit information eliminates costly delays in creating treatment plans.

• Reduce claim denials and accelerate payments.

Improved case acceptance• Your clients will build trust with their patients

by presenting clinical and financial details at the same time.

• When patients are informed of their out-of-pocket cost, they are more likely to accept treatment recommendation.

For more information, please call 866.633.1090 and mention FI.

OneMind Health®

Your clients will build trust with their patients by presenting clinical and financial details at the same time.

Did you ever think your clients could have a one-stop eligibility and benefit solution, providing

them all of the information they need to make patient visits run smoothly? Introducing OM

Propel with Complete Benefits Delivered – a solution that provides full eligibility and benefit

detail from a patient’s insurance plan. Even if the insurance company doesn’t participate electronically.

This access to complete information allows an accurate estimation of out-of-pocket expenses, boosting

patient satisfaction and increasing treatment plan acceptance for your client’s practice.


Solutions Spotlight

When calling on practices, below are some common clues that might indicate if an office would benefit from IMS:

• Dirty trays stacked in the sterilization area.

• Instrument packs waiting to be sterilized.

• Multiple types of processing techniques (e.g., pouches, ponytail holders, plastic boxes, etc.).

• Backed up waiting room.• Team members rushing back and

forth between the sterilization room and operatories.

IMS can be easily implemented

into any existing practice. All of the in-struments for a specific procedure are secured in a high-quality stainless steel cassette. The cassette is closed and locked prior to transporting to the ster-ilization area, where the instrument set-up is quickly and easily cleaned, dried, sterilized and stored – without touching or damaging the instruments.

Four time consuming steps – hand scrubbing, tray disinfection, instrument sorting and searching, and tray prepa-rations – are virtually eliminated, saving five to seven minutes per procedure. This time savings allows staff to spend more time with patients, doing more revenue-generating production and spending less time cleaning instruments, setting up for procedures and breaking down after.

Elimination of these manual steps offers a reduced risk of clinical sharps injuries and subsequent post-exposure management costs ($500 - $3,000 per incident, based on a recent article) to the practice. This is an easy way to increase office safety. In addition, in-strument life is extended when utilizing cassettes due to the reduced instru-ment breakage and loss.

With the recommendation of IMS, you are helping your customers create an efficient sterilization area while opti-mizing chairside efficiency and maximiz-ing overall cost savings.

Hu-Friedy’s Instrument Management System

As a trusted sales consultant, one of the best ways to help customers reduce

expenses while increasing productivity and profitability is by recommending the

implementation of Hu-Friedy’s Instrument Management system (IMS). IMS in-

creases office safety, efficiency and production by combining instrument processing and

infection prevention into a simplified workflow.

Elimination of these manual steps offers a reduced risk of clinical sharps injuries and subsequent post-exposure management costs ($500 - $3,000 per incident, based on a recent article) to the practice.

2015 OSAP AWARDS: Dr. James J. Crawford Award

LIFETIME ACHIEVEMENT This award recognizes significant

contributions over time to the field of dental infection control and safety.

EMERGING LEADER AWARD This is a new award designed to identify

new infection control educators and speakers. OSAP will help develop and promote these “next generation” stars!

Dr. James A. Cottone Award EXCELLENCE IN IC RESEARCH

This award recognizes an individual who has exemplified the best in infection

control and safety research.

Help recognize current and emerging leaders by sending in your nominations by March 31, 2015.

Who Are Your Leaders in Infection Control?

FOR A NOMINATION FORM GO TO WWW.OSAP.ORG/?PAGE=AWARDNOMINATION2015

WINNERS WILL BE ANNOUNCED IN APRIL AND RECOGNIZED AT THE OSAP ANNUAL SYMPOSIUM JUNE 28-30 IN BALTIMORE


Solutions Spotlight

Porter Instrument Silhouette Nasal Mask for predictable nitrous oxide analgesiaThe Silhouette Nasal Mask is the first truly innovative new product for nitrous oxide use in decades.

If you were to ask your customers what they dislike about using ni-

trous oxide, the majority of complaints you would hear back would have to deal with the nasal hood or the breathing circuit:

• “It gets in my way.” • “It’s too big (or small).” • “The patient doesn’t like

the mask.” • “The tubing is in the way

or too heavy.” • “It leaks into the room.” • “I have a difficult time getting

predictable sedation results.” • “I’m concerned about

infection control.”

Now imagine a nasal mask with a nasal hood that:

• Does not obstruct access to the oral cavity.

• Is so lightweight that the patient barely notices it.


Coming soon, SILHOUETTE from Porter is a revolutionary new low profile, disposable nasal mask and breathing circuit.SILHOUETTE’s unique design eliminates the hassles of using nitrous oxide and offers many advantages including:

• Unobstructed access to the oral cavity• A predictable nitrous experience• Enhanced scavenging efficiency reduces N2O exposure• Disposable mask and circuit for improved infection control

This will change your view of nitrous oxide.

Learn more and order a sample pack at: www.porterinstrument.com/silhouette or call 215-660-8224

• Delivers and scavenges nitrous oxide more efficiently. • Provides predictable results for the dentist and a

pleasant experience for the patient.

The imagination is over. The Porter Silhouette will revolu-tionize how nitrous oxide is used in the dental practice and get dentists excited about using nitrous oxide again.

The Silhouette nasal mask and circuit is a single-patient-use, completely disposable product. Featuring four size options (pedi-atric, small, medium and large), the Silhouette is designed with the lowest possible profile, making it easier for the dentist to work around. In addition to the innovative shape and design, Silhouette has an adhesive strip for the bridge of the nose, securing it in place. This allows for more effective scavenging of the exhaled gas – addressing the concern of healthcare provider safety.

Silhouette also allows for an efficient administration of nitrous oxide, creating a predictable analgesic experi-ence for each patient. Dentists may find that they can ac-tually use less gas, as the potential for the patient to in-hale ambient air is diminished when using the Silhouette Nasal Mask.

As a single-use disposable product (both the mask and tubing), set-up and room turnover times can be improved, as well as less time needed for infection control protocols.

Dentists can now benefit from using nitrous oxide and oxy-gen in the practice – and work more efficiently with the new Porter Silhouette Nasal Mask.

Available in early 2015. Contact Porter Instrument or visit our website for more information: www.porterinstrument.com/Silhouette or 215-660-8224.

Dentists may find that they can actually use less gas, as the potential for the patient to inhale ambient air is diminished when using the Silhouette Nasal Mask.


Solutions Spotlight

Premier Dental’s Enamelon® Preventive Treatment Gel is a one-step solution that helps prevent caries, gingivitis and treats sensitivity.

Enamelon is a safe and effective alternative to popular prescription strength fluoride and remineralizing products. Recent in-vitro data1,2 shows that Enamelon provides three times greater reduction of enamel solubility and two times greater fluoride uptake than 5,000 ppm F toothpastes. It also provided eight times greater reduction of enamel solubility and 32 times greater fluoride uptake than MI Paste Plus.

What makes this product so exciting is that it not only helps to reduce caries with only 970 ppm fluoride, but it is also an effective home-use treatment plan for gingivitis and sensitivity relief. The gentle, non-abrasive formula can be used daily

as part of patient oral hygiene care routine and provides maxi-mum protection to teeth and dentin. It is especially helpful for pa-tients with sensitivity, erosion and thin enamel. Patients can enjoy efficacy, versatility and safety – all in one treatment gel.

Enamelon treats sensitivity by blocking exposed tubules with a combination of stannous ions, along with fluoride, cal-cium and phosphate salts. A physical barrier is created that covers open dentinal tubules to prevent external stimuli from causing pain or discomfort.

Patients who experience tooth staining due to diet or behavior may occasionally require more frequent professional cleanings, tooth whit-ening, or the use of a more abrasive toothpaste. Enamelon Gel – used once a day, after brushing with a toothpaste – will help strengthen teeth against enamel wear and erosion. Formulated with Ultramulsion®, a patented saliva-soluble coating, Enamelon moistur-izes and soothes oral soft tissues. Great tasting mint flavor enhanced with spilanthes, a natural herb that encourages salivary flow, this distinc-tive ingredient allows for the natural re-mineralizing properties of the pa-tients’ saliva to maintain equilibrium. Enamelon does not contain sodium lauryl sulfate (SLS), gluten or dyes.

1. Schemehorn BR, DiMarino JC, Movahed N. Compari-son of the Enamel Solubility Reduction from Various Prescription and OTC Fluoride Toothpastes and Gels. Journal of Clinical Dentistry, 2014;25:61-4.

2. Schemehorn BR, DiMarino JC, Movahed N. Compari-son of the Incipient Lesion Enamel Fluoride Uptake from Various Prescription and OTC Fluoride Toothpastes and Gels. Journal of Clinical Dentistry, 2014;25:57–60.

Premier® Dental Products Company Enamelon® Preventive Treatment Gel – The New Standard of Caring™

It is especially helpful for patients

with sensitivity, erosion and thin enamel. Patients

can enjoy efficacy, versatility and

safety – all in one treatment gel.


Septodont is proud to introduce BioRoot™ RCS, the only bioactive and biocompatible root canal sealer. BioRoot is a breakthrough in the latest generation of mineral-based

root canal filling materials for permanent canal obturation.Based on the Active Biosilicate Technology, BioRoot is de-

signed for general dentists and endodontic specialists. It incor-porates an easy-to-use cold obturation technique that ensures a long lasting, leak-free seal. A high pH (>11) helps stop bacterial growth and alleviates any risk of intracanal re-infection. BioRoot is biocompatible and resin-free, meaning it will not have any impact on human cells in case of over-obturation. The product is easy to hand-mix and place, giving practitioners greater efficiency. BioRoot is also competitively priced compared to the market leaders and contains 35 applications per kit.

Advantages over existing resin and eu-genol based RCS:

1. Resin-free – Made from highly pure Calcium Silicate and mono-mer free ensures zero shrinkage, which equals zero sensitivity for the patient.

2. Hydrophilic – Works with moisture in the root and con-tinues the sealing process in the presence of moisture. This is an issue with resin based RCS, which leave voids in the root for bacteria to re-enter the canal causing sensitivity and failures.

3. Antibacterial – Due to its high pH, stops bacterial growth, less risk of intracanal re-infection and has no effect on human cells in cases of over-obturation.

4. Strong seal – Void-free, tight interface with outstanding adhesion to dentin and gutta percha points.

BioRoot is the next generation in RCS. It is bioactive and biocompatible for greater patient outcomes and priced competi-tively for cost savings for the practitioner. Ask your Septodont representative for further details.

BioRoot RCS comes in a box with one 15g bottle and thirty-five 0.20mL pipettes. The product is scheduled for launch at the Chicago Midwinter meeting on February 25, 2015.

Septodont introduces BioRoot™ RCS

BioRoot is biocompatible and resin-free, meaning it will not have any impact on human cells in case of over-obturation. The product is easy to hand-mix and place, giving practitioners greater efficiency.


Oil spotsI have a customer who dutifully autoclaves every handpiece in poly/plastic sterilization pouches, but was worried about the effect on the bags when handpiece oil comes out during the cycle.

She asked if the bags would allow germs to get through if there were oil spots on the bags. I tried to help her avoid the situation by checking the handpiece cleaner and watching her use it to be sure she was operating it correctly. Everything seems OK with that process, but she still has oil come out during sterilization. Since then I’ve checked other of-fices and several others experience the same thing and just live with it. So is this a breach of infection control?

Oil spots are probably very common, and like you observed, many of-fices just accept it and are not sure how to rem-edy the problem, or even

if it is a problem at all. I have not seen specific research that reveals the ef-fects on permeability of sterilization pouches when oil is absorbed by the paper, nor can I find any specific refer-ences to this in official infection control recommendations. Of course there are references to sterilization wrapping material being compromised by satu-ration, but watery fluids are implied and oil is not specified.

I contacted several sterilization pouch manufacturers and not one was able to come up with any proof that pouches that have visible handpiece oil spots are “uncompromised” and there-fore safe to use. While there is also no

proof showing that oil saturation does compromise the pouch material, each manufacturer I discussed this with was unwilling to guarantee that oil-soaked pouches will preserve sterility over time – in fact all recognized that “saturation” was the problem, not the fluid that saturated the paper. Infection control recom-mendations are clear that wicking of substances and microor-ganisms has been demonstrated through saturated sterilization pouches. It is therefore not safe to assume that oil-saturated sterilization pouches will preserve sterility inside the pouch without specific proof.

Your inclination to avoid the problem by trouble-shooting their handpiece cleaning/lubrication process seems spot-on. I suggest seeking ways to improve that process or equipment so that excess oil is purged prior to sterilization. If, however, oil is likely to be expelled from handpieces, it seems that absorbing

the oil with gauze might be an answer. I’ve observed handpieces that are wrapped with one 2x2 gauze on both ends and sterilized inside small cassettes that are placed inside pouches or wrap. The cas-settes on occasion had small amounts of oil on the inside, but no oil was observed on the outer wrap or pouch. Perhaps using a cassette would provide enough separa-tion to protect the outside barrier, and hav-ing the gauze there to absorb the oil would contain it. This is just a logical suggestion, and the handpiece manufacturer and ster-ilization pouch manufacturer should be contacted to validate any protocol that an office adopts. The sterilizer manufacturer and equipment manual may also be able to address any possible contraindications to using gauze to absorb oil inside a ster-ilization package, and may be able to pro-vide useful suggestions.

Dirty Little SecretsEditor’s note: Are your customers asking tough hygiene questions? Here is your chance to ask someone “In the Know.” Nancy Dewhirst, RDH, BS, will take your questions and tell your tales. Pulling from centuries of experience, endless education, lots of research, and occasional consultation with other experts, Nancy invites your emails at [email protected]. The best question or tale at the end of the year gets $100.

infection control: Q&A

PROJECT TITLE PG# / BRAND PROJECT MANAGER / EXT.PPD_HC_Healthlink_Hand_Care_Dental_Channel_Ad 41952 / PPD HC Stephen Jung/ x 7511FILE NAME SPEC. / NI# DIMENSIONSNI-24209_PPD_HC_Healthlink_Hand_Care_Dental_Channel_Ad NI-24209 8." W x 10.5" H STAGE PRINT PROCESS / #COLORS RELEASE DATE / VENDOR

MECHANICAL PREFLIGHT 4/C 03/11/14 / i4Color

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ARTIST i4 - - - - - - - - -

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infection control

Bottom line:• Without specific assurance that something is safe,

we should assume it is not safe. • Saturation of processed (sterilized) instrument pouches

with any fluid after sterilization, including oil expelled from sterilized handpieces, should be considered a breach in infection control – unless scientific research demonstrates differently.

Ebola scare aftermathSince the threat of Ebola has seemingly passed in the United States, most of my customers have continued on without any change to their infec-tion control practices. But I have two offices that are fearful that standard practices are not

enough, and they both are now ordering more or different prod-ucts for safety. One office has switched to N-95 respirator-type masks for all procedures that include handpieces, ultrasonics, and air-polishers because they think many diseases are air-borne, even if it hasn’t been proven.

The other office is now double-gloving for all patients be-cause double gloving is what was recommended for handling of Ebola patients. I tried to tell them that the N-95 masks and dou-ble gloving are not needed – but they think I’m crazy. Is it OK for an office to set a policy to double glove on patients? How much does double gloving help? And, should regular dental offices use N-95 respirators instead of medical facemasks – just to be safe?

First, it is very fortunate that containment and management efforts succeeded in preventing additional Ebola cases in the U.S. – at least so far. Those efforts included complete coverage with PPE to prevent exposure to the Ebola virus.

Double-gloving and wearing respirators (rather than medical facemasks) are a part of a complete and controlled safety sys-tem for treating highly infectious patients, and are not meant to replace Standard Precautions apart from similar high-risk situations. Let’s look at double gloving first:

How much does double gloving help? The concept sup-porting double gloving is that two glove layers are more likely to protect the skin, and that even if both gloves have defects (very small holes or tears), the likelihood of the two defects lining up in the same spot is very low). But if the defects are caused by a sharp instrument, two layers may not be enough to prevent that instrument from cutting through both gloves.

Is it OK for an office to set a policy to double glove on patients? If an office decides that the risk of a glove defect is too great to accept, then they may set double gloving as their safety standard. This protocol should clearly state how and when double gloving is performed: for all patients, for all procedures, or for certain procedures that are possibly more damaging to gloves. An office can select a protocol that is more protective than the minimum infection control rules, regulations

Saturation of processed (sterilized) instrument pouches with any fluid after sterilization, including oil expelled from sterilized handpieces, should be considered a breach in infection control – unless scientific research demonstrates differently.

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infection control

and recommendations as long as it is effective and safe for everyone involved. Double gloving may create ergonomic stress on hands if the glove size is too tight, or might decrease dexter-ity and increase risk of accidents if the gloves are too large. This practice must be carefully implemented!

Should regular dental offices use N-95 respirators in-stead of medical facemasks – just to be safe? N-95 masks are not recommended at this time for aerosolizing dental procedures. These respirators are recommended as a part of a complete program of transmission-based pre-cautions to control airborne diseases. Such masks should be fit-tested to confirm the facial fit is secure. The extra

cost of supplying the respirators and the time needed to test them for facial fit is only reasonable when real or suspected risk of an airborne disease exists. These precautions are taken with Ebola due to the risk that mucosal exposure to Ebola virus might transmit disease, and workers are suited up in full body coverage and must stay completely covered without any breaks in the PPE.

U.S. dental offices that assess the risk of exposure to Ebola virus or other high risk diseases based on their patient popula-tion should have a supply of advanced PPE and be trained to don, use and remove the PPE aseptically following CDC step-by-step procedures – including workers to observe and check those procedures. These precautions should be used when a patient

presents with both: possible risk of ex-posure and Ebola symptoms. There is no rule against an office choosing to follow more protective precautions than Stan-dard Precautions, but the time and cost must be weighed against realistic risk.

The bottom line:• Double-gloving and/or wearing

N-95 respirators on every patient where spray and spatter is gener-ated may exceed reasonable PPE protection standards unless pa-tients demonstrate both exposure risk and symptoms of infection.

• Patients should be screened for both exposure risk and symp-toms prior to being treated. Symptomatic patients should not be treated.

• Double-gloving and wear-ing N-95 respirators requires more than buying the products. Advanced safety practices must be part of a complete safety protocol requiring train-ing, testing and observation to insure effectiveness.

2014 Dirty Little Secrets’ WinnerOur winner is Mary Fahdl, Independent Dental, who asked about waterline test-ing in the June issue. FI

There is no rule against an office

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distribution

Made to LastLarry Cohen and David Blackshear talk about what it took – and still takes today – to succeed in a competitive marketplace

Beneath it all, survivors seem to share these traits: The ability to think strategically, a healthy sense of self-preservation, a lot of true grit, quick-ness, paranoia and – probably most of all – hard work.

If you’re talking about dental dis-tribution, you’re probably talking about Larry Cohen, chief customer advocate and former president of Benco Dental; and David Blackshear, former owner of Atlanta Dental.

Both grew up in the business when independent dental distributors thrived, fought and co-existed with each other. Both endured their share of national rollup plays, as well as some skullduggery and strong-arm tactics, and lived to tell the tale.

“We all must learn from our history, and it’s out there, as long as Larry and I are around,” jokes Blackshear, 90, who, with Cohen (78 years old), visited with First Impressions recently to talk about the past, present and future of dental distribution. “If you don’t know where you’ve been, it’s tough to know where you’re going.”

In the bloodBoth Cohen and Blackshear grew up in the business. In that sense, they weren’t

different from many other local distribu-tors of decades past.

Atlanta Dental was founded shortly after the Civil War in 1868 by a young dentist named Samuel Hape. Decades later, when David Blackshear was con-templating his future, his father, P.L. Blackshear, and Milton Goolsby were co-owners of the business.

“It was 1949,” recalls Blackshear. “Atlanta Dental at the time – like many companies – was reeling from lack of talent; the war had taken a lot of good people.” Blackshear himself wasn’t sure his future lay in dental distribution. “I had been accepted into the University of Miami’s school of music, and I was excited by the thought of a career in music.” Love intervened, however, and he realized that a career in music could possibly lead to starvation. “I got some good advice to stick with the business,” he says. “Over my career, I used music as a hobby.”

Of Atlanta Dental’s 26 employees at the time, seven were in sales, 19 in sup-port. The company operated out of the seventh floor of a Downtown Atlanta of-fice building. “The freight elevator didn’t work too well,” recalls Blackshear. The good news was that the building was loaded with dentists. “Good profits, no transportation costs,” he says.

At the time, Atlanta Dental was part of the Southern Dealers of the American Dental Trade Association (ADTA, now the Dental Trade Alliance). “This was before mail order, before charge cards, before

By Mark Thill

Larry Cohen

In business, ever wonder what separates the survivors from the others, that is, the companies that fall away, get acquired or go broke? Books are written and lectures delivered on the topic, and consultants are paid generously for their insights.

David Blackshear

www.firstimpressionsmag.com : First Impressions : February 2015 37

gasoline was more than 20 cents a gallon,” says Blackshear. “Communication was strictly via U.S. mail and the telephone.” There was plenty of competition, though.

It wouldn’t be much of an overstatement to say that in each of the Southern states, distribution was controlled by a different family. LM Anderson was in Tampa, Fla. In Alabama, there was the Crutcher family; the Hills came later. There was Davidson in New Orleans, Keener in Tennessee, Thompson in the Carolinas. In Atlanta, the competition included Nixon-Hol-combe Dental and SS White, (at the time, a distributor as well as manufacturer), which had a branch in Georgia.

“Atlanta Dental is still around, after 146 years; employ-ee-owned,” he says. “Nashville Dental is still going great as a family-owned business. And I under-stand Benco is doing pretty good,” he jokes. But the others have long since gone away.

Born to sellBenco was founded in 1922 by a 19-year-old Russian immigrant, Benja-min Cohen (Larry’s father). “He was the oldest of eight brothers and sisters,” says Cohen. He quit school in the sixth grade and went to work. “He felt it was his responsibility to bring home money to help support the family,” says Cohen. “He worked in a shoe store, delivered packages – all menial work.” In his early 20s, the elder Cohen borrowed $300, bought some dental instruments from Premier, and started selling them door to door. Then he traveled by train all over the Northeast, even into Ohio, selling instruments. “He was an itinerant peddler until 1930,” when he decided to settle down in Wilkes-Barre, Pa.

Larry worked in the business from youth, and started at-tending dental meetings with his father in his mid-teens. “I un-derstood the business long before I was actually in there full time,” which occurred after he was discharged from the Army and completed graduate school.

As was the case in the South, independent dental distribu-tors – family-run businesses – dotted the New England and mid-Atlantic states, recalls Cohen, rattling off names such as JJ Crimmings, Hood Dental, Washburn Dental, Smith Holden, Easton Dental, Kays-Durgin, Dauphin Dental, Philadelphia Den-tal, Heinsheimer, Gates Dental, and many others. “There was a

dental supply company in every town, at least in my part of the world,” he says. But such was the economic ecosystem at the time. “Just to go back, when I was a kid, there were no chain supermarkets, no shopping centers; there was a grocery store on every corner. And most of the time, you called them up and they delivered. The butcher delivered, the milkman delivered.”

Dentists would walk into Benco’s office – located on the 5th floor of a Wilkes-Barre office building – and buy two or three copper bands. “It’s unbelievable to think of that now,” he says.

Another sign of the times: Artificial teeth was a key com-ponent of the independent’s business. “If you did $100,000 a year, you could bet 20 percent were teeth,” says Cohen. Blackshear confirmed the same was true in the South. What’s

more, many of the trade houses had their own labs. For some of them, lab was much more profitable than selling dental supplies and equipment.

Tough competitionThe plethora of distributors resulted in some hard-knuckled competition.

Cohen describes the two-tiered distribution system that ex-isted in decades past. On one hand, there were the dealers in the trade association, who usually got the best lines, such as Ritter, Kerr, SS White. “These were all the premium lines, which the dentists knew from dental school,” he says. Then there was a “ragtag bunch of independents, second-tier dealers, I would call them,” of which Benco was one, he says. They generally repre-sented second-tier merchandise and equipment manufacturers.

“ When we got bigger, our approach was to go to the Healthco account and ask them to give us their backorder list. And we could fill it, because we had the inventory. I always believed in having enough inventory on hand.”

– Larry Cohen


distribution

“Dentsply had giant market share [in artificial teeth], but we were not a Dentsply dealer,” explains Cohen. “We were a Universal dealer, which was the No. 2 line at the time. My father had a good run with Universal, and years later, in 1972, we got Dentsply. At the time, they told us their smallest market share in the United States was the Wilkes-Barre/Scranton area, because we had been so successful selling teeth.”

It was because of the tough competitive environment that Benco got started in equipment sales, recalls Cohen.

“The most important dentist in Wilkes-Barre – Danny Gor-don – bought all his supplies from my father, but he bought all his equipment from Leventhal [a competitive distributor], and got all the service work done by Leventhal,” he recalls. One day, Leventhal decided to press its advantage. “They had this bright idea, so the salesman said to Danny, ‘If you don’t buy your

supplies from us, we will stop servicing your equipment,’” says Cohen. “Danny Gordon – who was about 5 feet tall – threw the salesman out and called my father and told him, ‘I just threw out the Leventhal rep; you’d better hire yourself a serviceman.’ I was in high school at the time.”

ConsolidationShortly after the mid-century mark, the landscape started to change, due, in large part, to one man – Meyer Cyker.

Born into a Jewish family in Poland in 1928, Meyer and his family faced tough times during World War II. In October 1942, the family managed to escape into the forest in modern-day Ukraine. They escaped detection by the Nazis, and, in 1947, immigrated to Boston. Young Meyer tried to pursue an education in engineering,

which he had begun in Europe, but was unable to because of the language barrier. So he went to work for two brothers, Ben and Harry Rower, at a Boston dental supply company called Rower Dental Supply. Ultimately, he gained control of the company.

Unable to get the top-tier lines, Cyker aggressively sold secondary lines. Soon he began acquiring competitive dis-tributors, with the goal of becoming a national distributor. He also acquired dental labs and even some nursing homes, and started a medical supply company as well. At its peak, Cyker’s company – Healthco – employed about 600 sales reps in about 100 locations.

“What he did was change the face of the industry,” says Cohen. “He was able to gain the best lines – all the ones that the independents did not have. And when he would buy an in-dependent, he’d throw in those lines and the business would

grow exponentially, because they had the good stuff to sell. And everybody was selling their business to Meyer.

“The code word among us inde-pendents was, ‘Are you joining up?’” recalls Cohen. By “joining up,” the dis-tributors meant selling their business to Cyker. The owner of one competing distributor asked Cohen, “Are you join-ing up? You had better, or else they will crush you like a bug.” The comment gave Cohen pause.

There were a few who were able to laugh off Cyker’s bid. “I remember be-ing in an elevator at a Greater New York meeting with a distributor from New York City,” recalls Cohen, speaking of

Walter Tiegen of Certified Dental. “I said to him, ‘Are you joining up?’ He said no. I asked him, how come? He said, ‘Because I know what I pay myself, and I’m not worth it.”

But Healthco had a few chinks in the armor. One was the difficulty Cyker had in managing what turned out to be more than 100 separate inventories – not an easy task at the time, given the fact that the telephone and the U.S. mail were the most reliable forms of communication and information-gather-ing. But Healthco had another flaw as well, Cohen says.

“I really think we were better businessmen than they were,” says Cohen. “Healthco was terrible on delivery. Den-tists who used them always had a backorder list. Later, when we got bigger, our approach was to go to the Healthco ac-count and ask them to give us their backorder list. And we

“ I went over and introduced myself [to Meyer Cyker] and said, ‘I understand you just bought my competitor, Nixon-Holcombe; I would like to wish you a modest amount of success.’”

– David Blackshear


could fill it, because we had the inventory. I always believed in having enough inventory on hand.

“Today, you’d better not have too many backorders – that’s the ticket to admission. But then, Healthco did not.”

Healthco’s presence was felt in the South as well, says Blackshear, who drew a parallel between Cyker’s acquisitions of company after company with Union General William T. Sher-man’s “march to the sea” in Georgia in the waning months of the U.S. Civil War. Even so, Blackshear found a way to co-exist with Cyker.

‘A modest amount of success’“I was at the New Orleans dental meeting, the first one Meyer came to when he joined the ADTA,” recalls Blackshear. “Nobody would talk to him. So I went over and introduced myself and said, ‘I understand you just bought my competitor, Nixon-Holcombe; I would like to wish you a modest amount of success.’” Cyker smiled and said, “Da-vid, I’ll never forget this; no one has ever said anything like that to me be-fore,” he says. “We became friends.”

Meyer Cyker wasn’t the only one focused on consolidation. A couple of distributors – Buddy Myers of Climax Dental in Philadelphia, and Billy Ander-son of LM Anderson in Florida – orga-nized a firm called CODESCO, which stands for Consolidated Dental Supply Company. They approached Blackshear about selling his company, but he de-clined. “I can’t remember how long CO-DESCO was in existence, but I think an investment group finally bought it, and it soon liquidated,” he says. It was similar to the fate that Cyker’s company met a few years after it was acquired by an investment firm in 1990. (Cyker died in October 2012.)

Consolidation meant the death of many independent dis-tributors, but it only strengthened the resolve of others.

“I just enjoyed being independent,” says Blackshear. “We probably lost a few people who wanted to leave, but at the same time, we were acquiring a lot of folks who still wanted to be part of a family business.”

Even so, aware of the critical mass and negotiating pow-er that Cyker was amassing, Blackshear and the principals of several other independents from Tennessee, Kansas, Iowa, Arizona and Georgia formed an unofficial co-op. “We agreed

that if we needed to pool our buying power between the five of us, we could create enough for manufacturers to be com-petitive,” he says.

Success today“During those years when family-owned distributors were sell-ing out to national chains, we felt we could better serve our customers, our employees, our manufacturers and our commu-nities by continuing to do those things that we were taught to do by our founders in 1868,” says Blackshear. “We had already earned the reputation for reliability and trust, and we were growing into a regional company. And we enjoyed our work. Now, after almost 150 years of refining that concept, we con-tinue to grow by making room for those that share our values, be they employees, customers or manufacturers.”

Independents can enjoy success today, though they will experience challenges that differ from those of their predeces-sors, says Cohen.

“It costs a lot of money to get going today,” he says. Cus-tomers expect accurate, prompt and complete deliveries, and to do that, distributors must stock lots of inventory. And that’s expensive, he says. What’s more, supplies are getting to be commodities. “Now that Amazon is getting into the supply busi-ness, things are getting even more hairy.” Entrepreneurs might find more opportunity in equipment sales, he adds.

Today’s sales reps must borrow from lessons learned in the past, but they must add new skills as well, Cohen continues. As salespeople have in the past, today’s reps must be like-able, honest and dependable. “In a relationship, your customer

“ Danny Gordon – who was about 5 feet tall – threw the salesman out and called my father and told him, ‘I just threw out the Leventhal rep; you’d better hire yourself a serviceman.’”

– Larry Cohen


distribution

needs to like you, because if they don’t, you don’t have a prayer,” he says. But more than ever, reps must add value to the relationship. And that requires a new set of skills.

“When I was a salesman, one of the main ways I added value was showing new products, explaining what was out there, things they didn’t know about,” says Co-hen. Today’s dental professionals already know what’s out there even before the sales rep shows up. “They go to the lec-tures, they know about new products and new ways to do things.” That being said, today’s reps must show value in new ways.

Blackshear tells of a salesman – Ar-thur Holtz – who came to Atlanta years ago. “He did a great job of selling; he established a business.” Ultimately, he came to work for Atlanta Dental Supply.

“He became our No.1 producer,” re-calls Blackshear. “He left this impression with every doctor: ‘We don’t ever want to leave you with an unsolved problem. If you find anything wrong with our com-pany, you let me know.’

“We are in the relationship busi-ness, relationships that have, for gen-erations, helped Atlanta Dental Supply remain independent and grow,” he adds.

Holtz won a trip to Europe, and sent Blackshear a photograph of a sign in England that read, “Salesman Wanted. Must Look Honest.”

Honesty is one of the values that has helped Atlanta Dental remain inde-pendent, he says. The employee-owned company has 34 stockholders today. “We really enjoy what we do, and it spills over to our relationships with our cus-tomers. They’re all looking for a kind of comfort in this world of discomfort.

“If I left a legacy, it would be that I kept the ownership and management of Atlanta Dental in the hands of those that keep it successful.” FI

Competition makes us stronger, says David Blackshear, former owner of

Atlanta Dental. He tells this story to demonstrate his point.

In years past, every February, the Dealers Section of the American Dental

Trade Association (now the Dental Trade Alliance) would meet for a couple

of days at the old Edgewater Beach Hotel in Chicago, explains Blackshear.

The agenda included speakers from academia, manufacturing and politics;

motivational and celebrity speakers; and member panels. “It was all aimed at

how we could improve our businesses,” he says.

It was during one such meeting in the late 1950s that the members

discussed a new and unexpected competitor. “It was a simple page of a few

products offered at discounts and mailed to the profession,” he says. “It was

the beginning of the mail order business in our industry.

“For a while we just watched and resented any customer who would buy

from mail order ‘after all we had done for them,’” he says. “There was the

answer. We had never taken the time to show the customer the many, value-

added benefits we deliver.”

The association’s operations committee was tasked with doing just that. They

listed the services that dental dealers offered, including:

• Professional equipment repair services. No downtime with preventive service.

• Knowledgeable sales reps. Newest products and techniques. Problem solvers.

• Practice management assistance. Filling the dentist’s business needs.

• Complete inventories. Never run out with inventory control.

• Personnel help. New assistant, receptionist, associate dentist.

• Practice sale. Help in transitioning the practice.

“A logo was designed, and we named it “Full Service Supplier.”

“Distributors who embraced and delivered ‘Full Service’ survived.

“The moral of the story? Competition makes us stronger.”

The full service supplier


trends

UDI ArrivesThe Unique Device Identifier is here;

supply chain needs to adapt rapidly, say experts

CHICAGO–UDI isn’t just for freaks and geeks or your company’s regulatory guys. Sales and mar-keting executives, supply chain

professionals and sales reps need to get up to speed…and fast…not just because the feds are requiring it, but because UDI represents opportunities for all sectors of the supply chain to improve their internal

processes and sales and, above all, to help clinicians provide better patient care. That was the message from speakers at the recent Fall Conference of the Healthcare Manufacturers Management Council, or HMMC, whom moderator Kevin Neuman, vice president of marketing and operations for Innovative Healthcare Corp., asked to discuss the strategic implication of UDI.


trends

UDI stands for “Unique Device Identifier.” After years of delib-eration, in September 2013 the U.S. Food and Drug Adminis-tration issued a final rule on UDI as well as a database for medi-cal devices. And the clock has already begun ticking. Effective September 2014, for example, all newly manufactured Class III devices – considered the riskiest of all – were required to carry a UDI on their packaging. Other important dates are:

• Sept. 24, 2015: Newly manufactured life-sustaining equipment must be labeled. (For a list of devices that FDA classifies as “implantable, life-saving, and life-sustaining,” go to www.fda.gov/downloads/MedicalDe-vices/DeviceRegulationandGuidance/UniqueDeviceIden-tification/UCM382463.pdf)

• Sept. 24, 2016: All Class II devices must be labeled.• Sept. 24, 2018: Class I devices must be labeled.

But manufacturers – and distributors that private-label – shouldn’t wait for the regulatory deadlines, cau-tioned Dennis Black, director of e-business for BD. That’s because a growing number of customers – including IDNs and group purchasing organizations – are demand-ing UDI now.

The UDI system consists of two core items:

• A unique number assigned by the device manufac-turer to identify the version or model of a device. The number must be represented on the label in plain text as well as in a manner that can be read by automatic identification and data capture (AIDC) technology, such as a bar code. The identifier contains two ele-ments: 1) the device identifier, or DI, which describes the manufacturer, product, brand name, number of items (in case, box or each); and 2) the production

identifier, or PI (identifying the lot or batch number, date of manufacture, expiration date).

• A publicly searchable database administered by the FDA, called the Global Unique Device Identification Database (GUDID), which will serve as a reference catalogue for every device with an identifier. GUDID will house only so-called “static” information about manu-facturers’ products. No identifying patient information will be stored in this device information center, nor will companies’ sales information – such as volume of goods shipped, customers or pricing, etc. – be repre-sented. For a list of all device information to be submit-ted to the GUDID, see www.fda.gov/MedicalDevices/DeviceRegulationandGuidance/UniqueDeviceIdentifica-tion/GlobalUDIDatabaseGUDID/default.htm.

The FDA’s rule allows manufacturers to use one of two standards for the UDI:

• GS1 US, whose UDI system is called the GTIN, or Global Trade Item Number.

• The Health Industry Business Communications Council (HIBCC), whose UDI is the Labeler Identifica-tion Code, or LIC.

The FDA requires the use of IC-CBBA (the international standards or-ganization, which is related to the World

Health Organization) for human cells, tissues, or cellular and tissue-based products (HCT/Ps) that are regulated as devices.

In most cases, the manufacturer – as the “labeler” of a med-ical product – bears responsibility for ensuring that all of its de-vices are properly labeled and accounted for in the GUDID. That said, distributors are accountable for their private-label products.

ImplicationsOne of the federal government’s primary reasons for pursuing a UDI is to facilitate product recalls, explained Black. The UDI will provide a way to more easily track which patients received a certain implantable device, for example.

But the UDI has additional implications for the supply chain, offering benefits for providers and suppliers alike.

Large customers want to be able to scan products at the point of receipt, just as companies like Wal-Mart and Whole Foods do in their industries, said Black. That identifying

Traditionally, healthcare providers have been hard-pressed to accurately identify their cost to serve. But with a UDI system in place, they can more accurately identify the materials portion of that care – and bill accordingly.


information can help them control their inventory better and ensure they are paying accurate prices for contracted items.

For providers, it comes down to “cost, quality and out-comes,” added Ellenmary Martin, chief strategy officer, DU-KAL Corp. Traditionally, healthcare providers have been hard-pressed to accurately identify their cost to serve. But with a UDI system in place, they can more accurately identify the materials portion of that care – and bill accordingly. What’s more, by giv-ing them visibility into what products are being used, providers can compare product usage from clinician to clinician.

ContractingUDI represents operational efficiencies for all players in the supply chain. Contracting is one of the most salient examples, according to Denise Odenkirk, senior director, industry solu-tions, GHX, who participated on a Health Industry Distributors Association-sponsored work group on contract administration. (The group issued a white paper on UDI and the contracting process in September 2014.)

“Today, contract administration is very complex,” said Odenkirk. Most suppliers have “heroes” in the office making Herculean efforts to keep contracts up to date. “Even so, how many of you have gotten a call from an irate customer because the contract terms are wrong?” she asked. Common issues include:

• Price mismatches.• Credits/rebills. (“They’re miserable,” said Odenkirk.

“Usually, when you invoice incorrectly for an order, it’s not just one time; you’ve probably invoiced incorrectly for the last three months.”)

• Rebate denials (stemming from confusion about the accuracy of the price when the product was shipped).

Fixing issues such as these eats up non-value-added time, she said. “Your sales reps are taking care of pricing issues rath-er than selling.”

The HIDA committee examined how other industries handle contract management, and recommended the healthcare sup-ply chain do three things:

• Automate all contracting transactions, and redesign those processes that cannot be automated.

• Adopt industry standards and processes, including UDI.• Share updated contract information with trading

partners on a timely basis, and use EDI transaction sets where possible (e.g., 845 for contract information, 832 for price/sales catalog, 867 for sales tracings, 849 for chargeback reconciliation, etc.)

Implementing UDI and electronic data interchange may be challenging, but participants in the med/surg supply chain need only look at their counterparts in the pharmaceutical supply chain to see the potential benefits, said Odenkirk. The National Drug Code (NDC) has helped pharmaceutical manufacturers and wholesalers clean up their processes, she said.

“If you take advantage of these standards, you will im-prove your business processes; you can better meet your customers’ demands; you will be perceived as a leader by adopting standards; and you can position yourself as being easy to do business with, while realizing lower operating costs,” she said.

Marketing and sales executives tend to focus their efforts on this quarter’s performance. “But [it will be in your best inter-est] to figure out how you will use these standards as a driver to improve operating efficiencies and sales.” FI

Editor’s Note: To read the FDA’s Final Rule on the Unique Device Identification System, issued Sept. 24, 2013, go to www.federalregister.gov/articles/2013/09/24/2013-23059/unique-device-identification-system

“If you take advantage of these standards, you will improve your business processes; you can better meet your customers’

demands; you will be perceived as a leader by adopting standards; and you can position yourself as being easy to do

business with, while realizing lower operating costs.” – Denise Odenkirk


trends

Timetable for UDI implementationCompliance date Requirement

One year after publication of final rule (Sept. 24, 2014)

• The labels and packages of Class III medical devices and devices licensed under the Public Health Service Act must bear a UDI. (A one-year extension may be requested no later than June 23, 2014.)

• Class III stand-alone software must provide its UDI.

Two years after publication of final rule (Sept. 24, 2015)

• The labels and packages of implantable, life-supporting, and life-sustaining devices must bear a UDI.

• A device that is a life-supporting or life-sustaining device that is required to be labeled with a UDI must bear a UDI as a permanent marking on the device itself if the device is intended to be used more than once and intended to be reprocessed before each use.

• Data for implantable, life-supporting, and life-sustaining devices that are required to be labeled with a UDI must be submitted to the GUDID database.

Three years after publication of final rule (Sept. 24, 2016)

• Class III devices required to be labeled with a UDI must bear a UDI as a permanent marking on the device itself if the device is a device intended to be used more than once and intended to be reprocessed before each use.

• The labels and packages of Class II medical devices must bear a UDI. • Data for Class II devices that are required to be labeled with a UDI must be

submitted to the GUDID database.

Five years after publication of final rule (Sept. 24, 2018)

• A Class II device that is required to be labeled with a UDI must bear a UDI as a permanent marking on the device itself if the device is intended to be used more than once and intended to be reprocessed before each use.

• The labels and packages of Class I medical devices and devices that have not been classified into Class I, Class II, or Class III must bear a UDI.

• Data for Class I devices and devices that have not been classified into Class I, Class II, or Class III that are required to be labeled with a UDI must be submitted to the GUDID database.

• Class I stand-alone software must provide its UDI.

Seven years after publication of final rule (Sept. 24, 2020)

• Class I devices, and devices that have not been classified into Class I, Class II, or Class III that are required to be labeled with a UDI, must bear a UDI as a permanent marking on the device itself if the device is intended to be used more than once and intended to be reprocessed before each use.

Source: U.S. Food and Drug Administration, “Unique Device Identification,” www.fda.gov/MedicalDevices/DeviceRegulationandGuidance/UniqueDeviceIdentification/default.htm


Manufacturers and distribu-tors of dental products will face some financial and administrative challenges

in implementing unique device identi-fication (UDI). But the end result will be a more efficient and safer supply chain for them and their customers, says Fred Freedman, director of marketing, Dental Trade Alliance.

The U.S. Food and Drug Adminis-tration ruled that newly manufactured Class III devices – considered the riski-est of all – were required to carry a UDI on their packaging by September 2014. But the fact of the matter is, den-tal offices use few such devices, notes Freedman. (There are exceptions, such as automated external defibrillators.) As a result, manufacturers and distributors have some breathing room before fac-ing the mandatory UDI implementation dates of September 2016 for Class II devices, and September 2018 for Class I devices (the majority of dental devices.)

“Smaller manufacturers tend to have fewer resources and staff to help implement UDI,” says Freedman. “There is a cost, which includes purchasing UDI codes and GTIN numbers for the UDI. There is also a cost for repackaging the device, so the UDI can be accom-modated; and staff time, planning and packaging redesign.

“Smaller companies will likely have to absorb between $5,000 and $15,000 per device or group of similar devices,” he continues. “Larger

companies typically have more re-serve funds and extra staff to help handle implementation or to hire outside consultants to assist with it. There is a time factor, too, in figur-ing when to start the repackaging process. While larger manufacturers will spend many more thousands of dollars, their cost per device will ac-tually be lower because of discounts for purchasing a larger number of UDI barcodes for each company.”

Distributors will face some steep start-up costs to handle UDI readers for all systems and to train warehouse staff on how to handle UDI format-ting and recording, he says. “But ul-timately, this should allow distributors better inventory control and a much better monitoring system of all den-tal devices coming in and out of the warehouse system. Recalls should be easier to track and isolate.”

Message to dental practicesDental practices need to understand why the industry is moving to the UDI system, says Freedman. “The payoff is a much better and more efficient track-and-trace system for all recalls of devices; and keeping better track of products, like an-esthesia, that go beyond their expiration date, and, of course, in case of serious medical emergencies, when a practitio-ner must contact the manufacturer of record because of a patient emergency.”

Smarter dental practices will quickly develop an easy-to-capture

“ For dental practices, the payoff is a much better and more efficient track-and-trace system for all recalls of devices; and keeping better track of products, like anesthesia, that go beyond their expiration date, and, of course, in case of serious medical emergencies, when a practitioner must contact the manufacturer of record because of a patient emergency.”

– Fred Freedman, Dental Trade Alliance

UDI: A message worth sharing

tracking system for UDI, and probably assign one dental office person to man-age that system, he continues. Even so, “it’s easy to imagine that a percentage of dental practices will ignore the UDI, since they have managed to get along without a track-and-trace system for all these years.

“In the end, the U.S. device in-dustry and medical practitioners will have a much more secure and reli-able track-and-trace system.” FI


sales focus

Defining universalTraditionally, dentists have relied on fourth-, fifth-, sixth- and seventh-genera-tion adhesives. Fourth- and fifth-genera-tion adhesives qualify as total etch adhe-sives (also known as etch and rinse), while sixth- and seventh-generation adhesives are considered self-etch adhesives.

More recently, universal adhesives have become available, presenting den-tists with a number of benefits, notes For-cucci. Depending on one’s definition of

Universal AdhesivesThere are compelling reasons for dentists to switch to universal adhesives.

Many of your dental customers likely have depended on legacy adhesives that have served them well since they began practicing years ago. And, while they may be reluctant to fix something that ain’t broke, the

advantages of newer universal adhesives may provide them with reason enough to make the switch, says Danny Forcucci, market-ing manager, Ivoclar Vivadent. Distributor sales reps can provide a service by educating their customers on universal adhesives – what they are and the benefits they offer.


universal adhesives, the product has been available in the United States from three years to a decade, he says. “The reason there is no consensus is because there is no standard definition of the word universal. Some interpret universal as being indicated for direct and indirect restorations, while others define universal as being indicated for any etching technique. Universal adhesives have been on the market for about three years if we were to define universal as being indicated for direct and indirect restora-tions, as well as any etching technique.”

While the definition of universal is up for grabs, the value of universal adhesives is clear, notes Forcucci. For one, they are simpler to use, helping reduce the possibility of error. For exam-ple, fourth- and fifth-generation adhesives must be used with a separate etchant, such as phosphoric acid. Sixth-generation adhesives have the etchant built into the primer, eliminating the need for phosphoric acid, but they may still require a separate bottle for the primer and the adhesive.

“If dentists are not using a uni-versal adhesive, it’s likely that they are using several different adhesives for direct and indirect restorations,” For-cucci points out. “Each product has different instructions for use, which makes bonding very error prone. This is a problem because bonding is tech-nique-sensitive and directly related to post-operative sensitivity and other clinical failures. Using a single univer-sal adhesive for all restorations enables the dental team to perfect the tech-nique and reduce the risk of error.”

Universal adhesives are also more effective, he says. “There are more advanced monomers and polymers available today, which were not available for previous-generation adhesives. For example, Methacryloyloxydecyl Dihydrogen phosphate (MDP) is a functional monomer found in [certain adhesives]. This is a hydro-philic monomer with mild-etching properties. MDP is one of the monomers that enable [a universal adhesive] to be used with any etching techniques. It also helps promote strong adhesion to the tooth surface via formation of non-soluble Ca2 salts. MDP was not available for older-generation bonding agents.”

Finally, having a single universal adhesive in the practice can make it much easier to manage inventory of dental sup-plies, he says. Legacy adhesives not only have different instruc-tions for use, they also have different expiration dates.

Starting a discussionDistributor sales reps can initiate a discussion about universal ad-hesives with their customers by asking whether they use multiple adhesives in the practice, such as one for total etch and one for self etch. If the response is “yes,” Forcucci suggests they follow up with:

• “Doctor, how would you like to have one adhesive that could be used with or without phosphoric acid?”

Alternatively, they could ask:• “Doctor, how would you like to have one adhesive that could

be used with all of your direct and indirect restorations?”

Some dentists may be reluctant to stop using their legacy adhesive, particularly if they have been relying on it since den-tal school and have been satisfied with their results. They may

point out that universal adhesives are newer to the market and, as such, lack long-term clinical testing. In these cases, dealer reps should share results of “extensive clinical trials that have been performed on these new adhesives,” says Forcucci. “There are thousands of dentists that are using [at least one universal adhesive] and are extremely happy with it.

“Dentists are switching to universal adhesives at a rapid pace,” he continues. “The adoption rate for universal adhesives shows no signs of slowing, as the trajectory of industry sales points upward like a rocket ship. [In fact], the successful adop-tion of universal adhesive may inspire manufacturers to apply the concept of universality to other dental products. If [dealer reps] don’t switch their customers to a universal adhesive, there’s a good chance that their competitor will.” FI

“ Dentists are switching to universal adhesives at a rapid pace. The adoption rate for universal adhesives shows no signs of slowing, as the trajectory of industry sales points upward like a rocket ship.”

– Danny Forcucci, marketing manager, Ivoclar Vivadent


sales focus — Sponsored by Pulpdent

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tech talk By The DENTAL ADVISOR

Editor’s note: At The Dental Advisor, not a day goes by without our phone ringing from a customer asking for the “best.” As a dental publication that was designed after Consumer Reports, over the past 25 years we have learned one thing – the best changes from day to day. Providing relevant and timely informa-tion to customers is something we strive for. This series of Tech Talks focuses on educating dental sales professionals on the products and technology they are selling so they can in turn educate their customer. Product evaluations are available at dentaladvisor.com.

GlovesWhat fits your customers best?

Disposable medical gloves worn by healthcare work-ers provide an effective barrier against cross-con-

tamination and cross-infection. With specific regard to dental professionals, individuals who were previously trained using “wet finger” procedures can read-ily recall cases of occupational injuries and infections that resulted from direct exposure of hands to patient secretions. Fortunately, the routine use of gloves during treatment of patients has dramatically reduced the incidence of many occupational infections, further adding to the docu-mentation of increased safety for today’s healthcare providers. The decline of exposure to HBV and other occupational pathogens is reinforced by the recom-mendation that medical gloves are to always be worn when there is a potential for contacting blood, blood-contaminated saliva or mucous membranes.


Medical-grade gloves are classified into two groups – non-sterile examination gloves and sterile surgical gloves. Materials used in the manufacture of medical-grade gloves are latex, vinyl, nitrile, and chloroprene. Quality control of glove manufacturing and labeling is subject to evaluation and clearance by the Food and Drug Administration (FDA).

SelectionThe selection of which glove to use is based on multiple factors, including type of procedure, need for chemical resistance, barrier effectiveness, fit, comfort, and tactile sensitivity. Fundamental to all glove choices is a consideration of the types of procedures performed. Sterile surgeon’s gloves should be used when performing oral surgical procedures. Sterile gloves provide excellent tactility, comfort and dex-terity, and are available as right-and left-handed fitted choices.

The single most important fac-tor for medical-grade glove selection is barrier protection against microbial pathogens. Latex gloves have been in use for over 100 years and have prov-en to be the gold standard for protec-tive barrier capability.

Barrier protection One inherent positive feature of latex gloves is related to observed glove leakage. The type of glove material can also affect leakage rates. Early studies showed that vinyl gloves had a higher failure rate than latex or nitrile gloves when tested under simulated or clinical conditions. Nitrile gloves are finding increasing use in the healthcare professions and provide equivalent barrier protection to latex gloves.

FitNon-sterile examination gloves are most often ambidextrous and come in a variety of sizes. A desirable feature for this type of glove is that it should be easily donned, and the fit should not be too loose or tight. Depending on their soft-ness and flexibility, nitrile gloves can be easy to don, fit well, and remain comfortable during procedures. These features have helped facilitate their increased usage. Better fitting

gloves also can help to lessen hand fatigue during prolonged treatment procedures. Right-and left-hand fitted gloves have historically been shown to reduce muscle fatigue with long-term glove use, thereby minimizing potential for permanent damage to hands.

Tactile sensationMany latex gloves have been demonstrated to offer high levels of tactile sensitivity for clinical procedures. As this type of glove is being gradually phased out because of documented development of latex allergic reactions in

susceptible persons, it has fallen upon nitrile manufactur-ing technologies to supply the healthcare professions with the most appropriate alternative.

Early generations of nitrile gloves were often too stiff and offered minimal tactile sensitivity. Improved technology in this area, however, has allowed for increased softness, strength and excellent tactile sensitivity.

Properly fitting gloves protect healthcare workers from di-rect exposure through cuts and abrasions on hands, which often may be visually undetectable. Gloves used during the provision of patient care are single-use items and must not be used on another patient or washed for reuse. The routine use of dispos-able gloves constitutes the most important personal protective barrier. Fit and comfort are crucial to maintaining hand health and reducing the risk of developing repetitive strain injuries. FI

The selection of which glove to use is based on multiple factors, including type of procedure, need for chemical resistance, barrier effectiveness, fit, comfort, and tactile sensitivity.


service tech profile

T hey say we are the sum of our experiences, and that we can use the lessons we learn for our own good and of those around us. That being the case, Scott Mur-doch is right where he should be.

Murdoch, technical service technician with Burkhart Dental, has leveraged at least three major life experiences into his current career, serving dental practices primarily in North Seattle, Wash.:

• A childhood spent living in numerous cities in the United States and Canada, as his father pursued a professional hockey career.

• Four years in the U.S. Navy, repairing satellite communi-cation systems and other systems found aboard ships.

• Roughly 12 years’ experience as a dental assistant in Virginia, Tennessee and Seattle.

As valuable as these experiences were, perhaps the big-gest factor contributing to Murdoch’s professional experience is the fact that he loves what he does.

“I love being challenged to come up with solutions to prob-lems,” he says. “I love helping people and getting their issues resolved. I really, really enjoy training. And I love teaching staff how to use equipment and digital products.”

Early lessonsMurdoch’s father, Bob Murdoch, was a professional hockey play-er, and played on two Stanley Cup-winning teams with the Mon-treal Canadiens, in 1971 and 1973. Over a 12-year NHL career, he played for the Canadiens, Los Angeles Kings, Atlanta Flames and Calgary Flames. After his playing career ended, he coached for the Chicago Blackhawks and then the Winnipeg Jets.

His son, Scott, was born in Montreal, and the family moved to Los Angeles, Atlanta and Calgary before settling in Seattle in 1986, when he was in eighth grade. (Later, Scott was stationed at Great Lakes Naval Station in North Chicago, Ill., while his fa-ther coached the San Jose Sharks during the 1991-92 season. “I would see [my father] when they played Chicago,” he recalls.)

Moving with some frequency presents challenges for a kid. “You have to leave your friends,” he says. “It’s difficult to main-tain long-term relationships.” But one picks up life skills in the process too. “I think it helped me adapt to situations quickly. I

had to fit in and make friends right away.” Those skills proved to be useful later, in his Navy and work career.

He played hockey when he was young, but gave it up when the family moved to Seattle, as hockey programs were scarce at the time.

In 1990, Murdoch enlisted in the Navy and became an elec-tronics technician. “My specialty was repairing satellite communi-cation systems. But when you’re on a ship, if something breaks, you fix it.” He was in the Navy for four years, but upon discharge, elected not to pursue a career in electronics. “I didn’t see where it

would take me,” he says. Micro-soft Windows was still young; the need for computer repair wasn’t as obvious then as it is today. Nor did he see how his experi-ence with satellite communication systems and military encryption would transfer to a civilian career.

Instead, as a result of shar-ing berthing space with a couple

of dental techs in the Navy, he decided to pursue a career in dentistry after discharge. He enrolled at the University of Ten-nessee in Chattanooga with the intention of someday going to dental school. “But being a single father, working full time and going to school full time was too much.” To make ends meet while at the university, he worked as a dental assistant. The experience was to prove valuable to his current role at Burkhart.

A mile in their shoesIn those 12 years as a dental assistant, he learned how to talk to people in the office. “A lot of it was learning the lingo of an office, the flow of an office,” says Murdoch. An equipment manufacturer might insist that a piece of equipment be installed in a certain way. “But I understand why that wouldn’t make sense to the den-tist, and why they might want that equipment to go somewhere else.” What’s more, Murdoch understands the sense of urgency that a practice may feel when something malfunctions in the of-fice. “It may be just a switch, and a tech might feel it can wait. But because I was an assistant, I can understand how frustrating not having that switch working might be. What they see as an end-of-the-world situation, a tech might say, ‘It’s just a knob.’”

On the MoveLife experiences early on helped shape how one service tech would approach professional challenges

Scott Murdoch


Murdoch worked as an assistant in Tennessee and Virginia before returning to Seattle in 2003, where he continued to work as an assistant on a temporary basis for practices in that city. “I found myself repairing things in offices, and people realized, ‘You have some ap-titude for that. Can you repair this?’” Along the way, he met some Burkhart service techs. “I started talking to them, and it sounded like something I would be interested in.” He submitted a resume, but it took some time for an opening to develop, as turnover is low at Burkhart, he says. Finally, he joined the distributor in 2007.

Burkhart and key manufacturers offered formal training, supplemented by time spent co-traveling with a senior tech. “But a lot of it is just understanding the mechanical workings of equip-ment,” he says. The successful tech also knows how to use the resources – manuals and online tools – that the manufacturers and Burkhart offer. But technical know-how is just one aspect of the job. The other is knowing how to conduct oneself in a dental office, and knowing how to get one’s work done in an opera-tory without intruding. It didn’t hurt that Murdoch was – and still is – calling on offices for which he worked as an assistant on a temporary basis after coming back to Seattle in 2003.

Lifelong learning“Every day, I learn a little more,” he says. “I have found that communication is key when dealing with almost any situation. As long as the other person is aware of what is going on and you keep them updated, most any problem can be handled. I have always been good at communication and I’ve been good with customer relation skills, but my confidence and knowledge have in-creased over the years.”

Things go much more smoothly, of course, with reliable manufacturer part-

ners. “A manufacturer I really enjoy working with is one that doesn’t put you on hold for 30 or 40 minutes when you call,” he says. “And when they do answer, they’re knowledgeable about their product and stand behind it.” Some are so confident of their products that they will absorb the cost of fixing or repairing it even if it’s out of warranty.

Murdoch is grateful for the experiences he has had. But he is especially grateful for the guidance his mother – Doris – provided him after her divorce from his father. “She was a huge influence in my life; she is how I got to where I am today,” he says. He is also grateful to his wife, Sara. Together, he and Sara have six children: Chance, Brett, Audrey, Aidan, Dylan and Emma. FI

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“It may be just a switch, and a tech might feel it can

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how frustrating not having that switch working might be.”


news

Burkhart Dental wins Seattle Magazine Family Business AwardBurkhart Dental (Tacoma, WA) won a 2014 Seattle Magazine (Seattle, WA) Family Business Award. The winners of these awards represent family-owned businesses that are not afraid to change with the times, and have the ability to adjust to economic downturns and sweeping industry transformations.

Henry Schein expands dental equipment product offering with A-dec line of dental productsHenry Schein Inc (Melville, NY) announced that effective Q2 2015, the company will expand its dental equipment product of-fering and begin to distribute the entire line of A-dec (Newberg, OR) dental equipment in North America including dental chairs, delivery systems, and dental lights. The addition of the A-dec product line furthers the company’s commitment to its custom-ers by providing access to the broadest range of dental equip-ment, according to a release. Henry Schein does not expect this to have a material impact on its 2015 financial results.

Patterson to acquire Holt Dental Supply, announces strategic expansion of core equipment offeringsPatterson Companies Inc (St Paul, MN) and its subsidiary, Pat-terson Dental (St Paul, MN), will acquire Holt Dental Supply Inc (Waukesha, WI), a company which serves dental practices in Wisconsin, Illinois, Minnesota, Missouri, Michigan, and Indiana. The acquisition will help accelerate Patterson Dental’s local reach and deepen its Midwest influence. Holt’s sales were ap-proximately $15 million in 2013, and the transaction is expected to be modestly accretive in its first year. No additional terms of the transaction were disclosed.

Patterson also announced plans to expand its range of core dental equipment offerings and extend its current assortment to include an increased number of high-end products, as well as add entry-level and mid-range selections. Patterson will look to bring its various market-leading technology offerings together with multiple core equipment platforms. Core dental equipment includes chairs, units, and cabinetry; technology equipment includes chairside CAD/CAM and other digital dental systems. This will include broadening its partnerships with A-dec (New-berg, OR), Planmeca (Roselle, IL), Proma (Carson, CA), Sirona (Long Island City, NY), and others.

NDC announces Dental Health Products as new memberNDC Dental (Nashville, TN) announced Dental Health Prod-ucts, Inc. as a new addition to the NDC Dental membership. Dental Health Products, Inc. joins as a full member with accessibility to contract programs with authorized vendors, the Quala private label and the NDC warehouse program. Dental Health Products, Inc. (DHPI) has been servicing healthcare partners with quality products, equipment and innovative services for over 24 years. Founded in 1991 by Dale and Jim Roberts, DHPI has grown from a home-based business to a national distributor with over 200 employees and two warehouses. Dental Health Products, Inc. has six full service branch offices in the Midwestern U.S. dedicated to satisfy its customer’s full-service needs including full line equipment sales, service and repair, and additionally selling merchandise nationally

SciCan announces executive changesSciCan Inc (Canonsburg, PA) announced John Westermeier was appointed as chief executive officer of SciCan, effective as of January 1, 2015. He joined SciCan in 2007 as director of new product sales and has held a variety of leadership roles within the organization, most recently as president of the company. In his new role, John will assume overall responsibility for SciCan, including all lines of business and functional groups. Rich Strad-er was promoted to president of SciCan, effective January 1, 2015. He has held the position of national sales manager since 2001 and has been responsible for the company’s continued growth and expansion within the U.S. market. In his new role, Strader will be responsible for expanding SciCan’s dental and medical businesses.

Dental Trade Alliance announces new board membersThe Dental Trade Alliance (Arlington, VA) announced the ap-pointment of Michael Augins as its new chairman of the board. Augins, president of Sirona Dental Inc (Charlotte, NC), is respon-sible for the sales, marketing, service, and support functions of Sirona’s U.S. operations. Other new members of the board in-clude Dave Misiak and Damien McDonald. Misiak is VP of sales at Patterson Dental (St Paul, MN) and has served in that position since 2010. McDonald is Danaher’s (Washington, DC) group president, professional consumables.

Submit your people news and new product announcements to: Monica Lynch at [email protected]


news

Benco Dental New Appointees

Rob Pobjecky, Territory Representative. Rob Pobjecky joins Benco Dental in the Long Is-land region. The Hofstra University graduate brings 11 years of sales experience to the position.

Linda Poulter, Territory Representative. Linda Poulter joins the Benco Dental team in the Peaks region. Poulter, a Weber State University graduate, will call on customers in North Utah. She brings more than 36 years of dental industry experience to the position.

Bonnie Schwartz, Territory Representative. Benco Dental is pleased to welcome Bonnie Schwartz to its Derby region. She will call on customers in Eastern Indiana. Schwartz, a Reg-istered Dental Hygienist and Certified Dental As-sistant, brings more than five years of dental ex-perience to the position. She earned a B.S. from Indiana University and a Master’s degree from Ball State University.

Melissa Willett, Territory Representative. The Benco Dental team in the Chesapeake region welcomes Melissa Willett. The Kaplan University graduate is also a Certified Dental Assistant, a Qualified Dental Assistant and a Registered Dental Technologist. Willet brings nine years of dental ex-perience to the position.

Ryan Wray, Territory Representative. Ryan Wray joins Benco Dental in the Sooner re-gion. The graduate of Eastern Oklahoma State will call on customers in Wichita, Kan. Wray brings 10 years of sales experience to the position.

Tim Brosnan Territory Representative. Tim Brosnan is now part of Benco Dental’s Chi-cago region. Brosnan, who attended De Paul Uni-versity, will call on customers in Chicago and its surrounding suburbs.

Terri Hawa, Territory Representative. The Benco Dental team welcomes Terri Hawa in the Blue Ridge region. She will call on custom-ers in Virginia Beach, Suffolk, Norfolk, Newport News, Hampton, Yorktown, and Williamsburg. Hawa attended Tidewater Community College and brings nine years of dental industry experi-ence to the position.

Danielle Compton, Territory Representative. Danielle Compton joins Benco Dental in the Peaks region. Compton, a graduate of Georgia State Uni-versity, brings 15 years of dental experience to the position, including two as an Equipment Specialist with Benco Dental. She will call on customers in Salt Lake and Utah counties.

Danielle Kazakos, Territory Representative. Danielle Kazakos joins Benco Dental in the Bis-cayne region. Kazakos, a Florida Gulf Coast Uni-versity graduate, will call on customers from Sara-sota to Naples.

Elizabeth McDonald, Territory Representative. The Benco Dental team welcomes Elizabeth Mc-Donald in the Dallas region. She will call on cus-tomers in the Shreveport, Louisiana area. Mc-Donald, a graduate of Louisiana State University, brings nearly two years of sales experience to the position.


Justin Adams

Patterson Appointee Announcements

Merritt Allston Sean Beshwate Andrew Black Jairo Castillo Dave Cervantes

John Childress Libby Emmer Erin Ferguson Lael Fisz Ron Gatus Marie George

Gavin Havard Skye Holliday Laura Hunt Teresa Kaliciak Raymond Mankevich Philip Matheson

Kelly McCay Sal Mendez Marron Naomie Moffat Debra Nichols Lee Notestone Dan Petz

Amanda Prusiecki Jesse Renaud Jose Rey Justin Robinson Edward Roman Zackary Schiebner

Steve Sears Justin Starnes Drew Tierney Joe Tilley Vaneeda Trukowski

Kristine Vacha Chantal Wedthoff Rich White Bruce Winberg


news

Brandon Turner, Field Sales Consultant. Turner will represent Henry Schein Dental at its center in Wichita, KS. He has four years of ex-perience in the dental industry and was previ-ously employed as a territory sales representa-tive. Turner received his B.S. from Fort Hays State University in Hays, KS.

Ryan Boog, Field Sales Consultant. Boog will represent Henry Schein Dental at its center in Detroit, MI. He was previously em-ployed as a territory sales representative and received his B.S. from Northwood University in Midland, MI.

Zach Rigsby, Field Sales Consultant. Rigsby will represent Henry Schein Dental at its center in Chicago, IL. He was previously em-ployed as a marketing director and received his B.A. from University of Wisconsin-Milwaukee in Milwaukee, WI.

Michael Bullard, Field Sales Consultant. Bullard will represent Henry Schein Dental at its center in Birmingham, AL. He has 10 years of experience in the dental industry and was pre-viously employed as a territory representative. Bullard received his B.A. from the University of Alabama in Tuscaloosa, AL.

Henry Schein Appointee Announcements

Dental Implants - Territory Sales - Openings Nationwideids – integrated dental systems has immediate openings on our sales team. ids sells dental implants and dental implant-related products exclusively through traditional dental supply dealers. As an ids sales team member, you will visit dental offices and dental service organizations. You will be responsible for training our dealer network in your area, co-traveling with dealer representatives, visiting dental schools and attending dental tradeshows and educational events.

We are seeking dynamic, hard-working professionals that can work autonomously in a fast-paced, fast-growing environment. Dental implants is the largest and fastest growing dental product.

Responsibilities include:• Growing and developing a territory of residual-based dental products• Developing new customers and servicing existing ones• Working with distributors to present products• Develop long term customer relationships• Train and learn new products to present customers• Submit weekly activity and expense reports

Requirements:• Outside sales experience• Background in product sales• Ability to present multiple products• Excellent communication and organizational skills• Computer proficiency• Dental implant sales experience a plus• Sales of dental products through distribution and a network of dealer rep

relationships a plus• Ability to travel

ids is a privately-owned, fast-growing, entrepreneurial company specializing in dental implant sales in partnership with dental dealers. ids offers above average compensation (salary and commission), benefit package, monthly car allowance and paid vacation and is an equal opportunity employer. Please email your resume to [email protected].

classifieds

Looking for that perfect person to fill that open position in your company?

Let us help you put out the call.

Call us today to place your next classified advertisement and find that perfect person.

Contact:Monica Lynch - 770-263-5266 or

e-mail: [email protected]

Bill Neumann - 215-816-2866 or e-mail: [email protected]

ACTEON North America 124 Gaither Drive, Suite 140 Mount Laurel, NJ 08054 Tel - (800) 289 6367 Fax - (856) 222 4726

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Call us toll free at 1-800-533-6825 in the U.S., 1-800-263-8182 in Canada.© 2015 Ivoclar Vivadent, Inc. Ivoclar Vivadent and Variolink are registered trademarks of Ivoclar Vivadent, Inc.

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“Esthetic Cementation made Simple!”

Variolink® EstheticAdhesive Cementation System

INTRODUCING

Call us toll free at 1-800-533-6825 in the U.S., 1-800-263-8182 in Canada.© 2015 Ivoclar Vivadent, Inc. Ivoclar Vivadent and Variolink are registered trademarks of Ivoclar Vivadent, Inc.

Try Variolink Esthetic today for FREE!Visit www.ivoclarvivadent.us/variolink

The adhesive cement for exceptional esthetics and user-friendly application…

• Exceptional handling and easy clean-up

• Amine-free for long-term shade stability

• Reliable bond strength results with a universal, easy to use bonding system

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