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The role of a sales rep undergoes a lot of All the headlines target the hospital and medi- changes during one’s career but usually the un- cal/surgical community, but I think we will all derlying keys for success remain fairly consis- be surprised how much it affects the dental tent. The articles in this issue highlight some of world as well. those changes but also accentuate how being As I said above, while the challenges successful incorporates tried and true methods. change with the times, the core of solutions The office manager remains a key link to remains pretty constant. I have been to a lot your success. The article on page 10 points of meetings recently on healthcare reform Tout very succinctly that in order for you to and the underlying mantra I hear repeatedly have an unimpeded path to the decision mak- is that there is a triple aim focus for success ers, you must of course bring and demon- those aims are Brian Taylor strate value time after time. I found it inter- 1. Improve Quality of Care (outcomes) esting that the recommendation made is to 2. Reduce cost periodically check with the office manager what is the preferred form of 3. Improve patient satisfaction contact with them. The point is that at first everyone gets the same instructions, or at least until they see how or if you indeed do bring value to the It is pretty simple – at least from a con- practice. If you don’t ask you may never get the cell phone number or the ceptual standpoint. Everyone wants better and after- hours number that is given to only the most trusted of reps. consistent care. Your customers certainly are The articles on endodontics and implants are also harbingers of the always looking for the best cost option. And plentiful opportunities that await the rep who understands technologies as the measuring stick for success for any provider well as the economics of a dental practice. Both stories relate how these pro- is that the patient will come back and recom- cedures, once reserved for specialists, are growing in popularity in general mend me to their friends and family. dentistry. Part of the reason of course is that technology makes hard things So if you keep these drivers in mind it simpler and therefore available to a broader range of practitioners. But the really won’t matter what the outside influ- economy is at least equally important in that growth. Revenue growth re- encers of the times are. You will be prepared mains a constant priority for all practitioners, so the days of referring every- to provide what your customers need. thing out are fading fast. And the economic downturn of the past five years certainly has accelerated the rate at which generalists take on new procedures Good selling! they formerly referred. Unless one has been in a coma for the past few years, we all know that healthcare and its cost structure particularly are undergoing dramatic change.

First Impressions editorial advisory board Clinical board Michael Bocian, Darby Dental Supply Suzanne Kump, Patterson Dental Brent Agran, DDS, Northbrook, Ill. Rick Cacciatore, Iowa Dental Supply Dawn Metcalf, Midway Dental Supply Clayton Davis, DMD, Duluth, Ga. Steve Desautel, Dental Health Products Inc. Lori Paulson, NDC Sheri Doniger, DDS, Lincolnwood, Ill. Paul Jackson, Benco Dental Tim Sullivan, Henry Schein Dental Nicholas Hein, DDS, Billings, Mo. Roshan Parikh, DDS, Olympia Fields, Ill

6 : April 2013 : First Impressions : www.firstimpressionsmag.com Stunning Detail. Glowing Results. Amazing value! The ﬁ rst thing you noticed about this Genie impression* is its incredible detail. What you may not know is that Genie is available at a price that will amaze you— ® combining value with results—making the process easy on your patients, your practice and your lab. This is why thousands of dentists, the world over, have never looked back. Genie is berry ﬂ avored and available in 5 viscosities and 2 set times (2:10 and 4:30) Contact your Sultan Healthcare Sales Representative for a demonstration sultanhealthcare.com or co-travel day.

*Impression (using Genie® XLB and HB) courtesy of R. Paul McGraw DDS, FAGD. For more information on his technique, call (800) 637-8582 ask the expert By Anthony Stefanou, DMD, Founder, Dental Sales Academy Ask the Expert A former practicing dentist and current sales expert answers your questions

Editor’s Note: Anthony Stefanou, DMD, will answer reps’ questions on their dental customers. E-mail him your questions at [email protected].

Q: What have you found to be the most difficult adjustments for dental salespeople to make AFTER they go through additional training as they look to improve their results and become more efficient?

A: We are all creatures of habit. Dentists certainly are, as are 1. Spend a little extra time on salespeople. I work with a number of dental salespeople, preparation before each call/visit. the majority of who, even though they represent all levels One of the major differences between selling to dental of- of experience, are already moderately successful and are fices as opposed to selling to other medical professionals taking the additional training because they are interested is that every dental office is truly different from the next. Yet, as much as salespeople say they don’t do this, most of the time they When dentists are asked why they approach each office the same way – from their introduction to the of- don’t read a dental ad or marketing fice, to their questions, to their pitch. piece, or don’t buy from a specific I simply teach that, in today’s world where everyone has a smartphone/ salesperson, one of the most tablet/laptop, regardless of whether you are an inside or outside salesper- common answers is “they don’t son, take just a couple minutes before you pick up the phone or enter the understand my situation.” office and check out their website. Pick up something that gives you the in improving. Almost all of them walk away with many ability to show the office you know about them. It makes useful tips and concepts that they can immediately put to a huge difference. It changes your initial 90 seconds with use, but there is no question that there are a few areas that them as it opens up “customized” questions and conver- are more difficult to make adjustments; primarily because sation, and shows the office you are organized, prepared of the way they were trained years ago (even if it wasn’t and sincerely interested in them. with their current company). So, here are the three biggest When dentists are asked why they don’t read a dental ad challenges I have found dental salespeople face as they try or marketing piece, or don’t buy from a specific sales- to go from being good to great post-training: person, one of the most common answers is “they don’t

8 : April 2013 : First Impressions : www.firstimpressionsmag.com understand my situation.” Even if you have been pros- 3. Be friendlier. pecting an office for a while, you should still do your Most salespeople are naturally friendly, yet I find that be- homework each time you speak with them, as they may cause they feel they are working with doctor’s offices or have introduced a new program into the office, the doc- they don’t have much time or come off as being phony, tor may have written an article, in a major publication, or they stick to being professional only. Yes, you need to look a new team member was hired, etc. since the last time you and act professionally when working with dental offices, spoke. They will be impressed that you are staying cur- but everyone else is doing that as well. rent with them, and it dramatically increases the chances The cardinal rule in selling to dentists is to “do what they do business with you. It starts with showing them you the others aren’t.” If you are naturally friendly, you won’t aren’t a “robot” and speaking to them exactly the same come off as being phony. If you are friendly, you will way you are the previous (and next) office on your list. It set yourself apart. If you are friendly AND sincerely in- is crucial to understand that spending extra time can and terested in the practice, you are in great shape. It is well does make you more efficient in the long run (not doing things faster!) If you are visiting an 2. Work the day based on what’s most productive, A prospect at 2:30 in the not convenient. afternoon or speaking to a If salespeople really took this con- cept on, they’d immediately improve C prospect at lunch because their results by 20 percent, but few do. Outside salespeople look at their that’s the way it worked out, day, and it has “X” number of of- is that really putting yourself in fices on it. Many times, they will get in their cars and drive from X to Y to the best position to succeed? Z office in an order that is easiest for them (travel-wise, time-wise, etc.) Inside salespeople call worth the extra minute or two to ask a front desk how “X” number of offices per day, and they often make those their day is going or how their child’s soccer game went calls starting at the top of the list and working their way or compliment a renovation to the office, etc. I know down it. There really isn’t any major thought put in to the those reading this know that, but I spend a ton of time order on that list. They just have to get through it. observing conversations salespeople are having with of- However, we all know that some offices are A-level fices – on the phone, in the office, and at trade shows. prospects and some are B and so on. Plus, it has been shown They say hello (and hopefully give a smile), go right into that there are specific times of the day that communicating how great their product is, and move on, usually doing with dentists is more productive than others. If you are vis- the majority of the speaking. When dentists are asked iting an A prospect at 2:30 in the afternoon or speaking to a why they do business with someone, the top responses C prospect at lunch because that’s the way it worked out, is are that these salespeople were friendly, they felt com- that really putting yourself in the best position to succeed? fortable with them and they showed interest in the prac- By planning your day the night before or early in the morn- tice (as opposed to the “deal” they got). Be yourself! ing and prioritizing your calls/visits based on the time of Smile and chat with the office more! the day and level of prospect they are, you will see much Yes we are all creatures of habit, but these more success, even if it means driving a few extra miles in a three areas to improve on can and should be done. zig-zag route rather than a straight line. Happy prospecting!

www.firstimpressionsmag.com : First Impressions : April 2013 : 9 office managers

Hallway Pass Heather Colicchio Teresa Duncan What it takes to get through the front door and face-to-face with a dental practice’s decision-makers

Editor’s Note: The relationship between office managers and sales teams can be a beautiful thing when it works well. The American Asso- ciation of Dental Office Managers (AADOM) would love for every manager to have great relationships with their reps. We’re thankful that First Impressions has allowed us to strengthen this relationship by giving us a voice in this column. Office managers will respond to questions in order to provide insight into the decisions we’re faced with for our practices.

he relationship between office managers and sales teams can be a beautiful thing when it works well. The American Association of Dental Office Manag- ers (AADOM) would love for every manager to have great relationships with their reps. We’re thankful that First Impressions has allowed us to strengthen this relationshipT by giving us a voice in this column. Office managers will respond to questions in order to provide insight into the decisions we’re faced with for our practices.

It’s Monday in the dental office. you? As a sales rep, do you bring value Phones are ringing non-stop and the to the office? Before you walk into each patients all seem to be late for no par- office, you should know the answer to ticular reason. Two drills have stopped this question. Many times it is not the working and the afternoon’s lab case is same answer you received in your sales still missing in action. This is the atmo- training. If you sell an implant motor, sphere many sales representatives find then your value is that you will be avail- themselves walking into without any able and that your product is known clue. Greeted with an exasperated sigh for dependability. Your value comes by the receptionist, the rep is asked to from your personal relationship with take a seat and promptly ignored by the the team. Can we call you and receive busy staff. It’s a rep’s worse nightmare. a same-day call back? Can we expect a The waiting room of doom. replacement part within a reasonable There has to be a better way, right? amount of time? These are all values Yes, of course there is. The pathway of a stellar sales representative. from the front office to the back office Managing this connection should is usually walked by persons that bring be on the office’s terms. How do they value and revenue to the office. Patients best connect? Via email? Via text mes- fit this description perfectly. But do sage with the manager or the doctor? Do

10 : April 2013 : First Impressions : www.firstimpressionsmag.com bond LC THE fIRST ADHESIVE TO COUnTER COMPOSITE NEW SHRInKAGE STRESS

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First Impressions - Riva Bond Apr'13 v2.indd 1 13/03/13 3:16 PM office managers

A patient that is in and out of an office quickly is a happy patient. These are the key words managers’ ears like to hear: shortened appointments and happy patients.

they mind phone calls or drop-in the systems within the office. If visits? Upon the first point of you can show the manager that contact these are the questions this can be accomplished with you should ask. As your rela- your product, then you will make tionship grows, ask these ques- it through – every time. tions again. If trust has been Your new composite system gained you may get a personal will allow placement at a faster cell number. You see, the first rate and with stronger retention. time you ask about contact This sounds good to the doctor, preferences you will be given the same information that but to the office manager it’s not convincing. What he or every rep receives. That’s why it is important to ask again she would like to hear is that it will shorten appointment in a few months. If the contact is not abused, then you’ll length and increase patient satisfaction. A patient that is in most likely receive a more private method of reaching the and out of an office quickly is a happy patient. These are office manager or doctor. the key words managers’ ears like to hear: shortened ap- Continue to provide value by showing off the benefits pointments and happy patients. It’s a magical combination! of your product. Any time it receives an award or has an If this is in fact what your product can bring to the office, upgrade, this allows you another point of contact with the then capitalize on these benefits. Managers want to hear office. Again – try not to abuse it, just pass on the infor- ‘benefits,’ not ‘features.’ We don’t need to know that your mation as an FYI. Any new scientific articles or research product is fourth-generation – we want to know how easy published with your material or implant? Make sure to pass it will be for the doctor to use. those on as well. Doctors tend to like research and are The manager-representative relationship can be always curious to see how others are using your product. mutually beneficial. The manager that truly has- pur Provide this as a benefit of your relationship. chasing power and decision making abilities will realize The other way a person travels that hallway is if rev- the worth of a representative that can bring both value enue follows them. You know best how your product can and revenue to the office. Lead with those two points make the practice more efficient. The office manager is and enjoy your time in the hallway – don’t spend your most interested in this. Efficiency rules his or her world. career in the waiting room. The real relationships take After all, the entire job consists of consistently improving place behind the reception area. [FI]

Heather Colicchio is the President and Founder of the American Association of Dental Office Managers and Teresa Duncan serves as their Educational Content Adviser. For more information on AADOM please visit www.dentalmanagers.com.

Are you wondering what’s on our mind? Send an email to [email protected] with the subject line “First Impressions.”

12 : April 2013 : First Impressions : www.firstimpressionsmag.com Creating the products that help improve hygiene & wellness

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Closed bucket with individual wiper dispensing. Problem: Solution: Jumbo roll overspin can lead to waste and unsanitary tissue. One-at-a-time dispensing or helps reduce usage and improve hygiene.

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Problem: Solution: Wasted tissues between patient room change-over.

® or Each personal size ﬂat box provides just the right amount of tissue per patient, helps minimize the risk of cross-contamination and reduces waste.*

Contact your GP sales professional at 1-866-Hello GP [435-5647] or visit gppro.com for more information on how to make your facility more efﬁcient and hygienic.

©2013 Georgia-Pacific Consumer Products LP. All rights reserved. * Assuming change out of tissue The Georgia-Pacific logo, enMotion, SofPull, Brawny Industrial, Angel Soft ps and Experience Better box between patients are trademarks owned by or licensed to Georgia-Pacific Consumer Products LP. first person By Laura Thill Do product claims measure up? If it’s quality here’s no shortage of dental products in the and reliability industry. But, for many dentists – and the your customers distributor sales reps who service them – seek, The Dental finding the right fit for a particular practice Tcan be downright overwhelming. For the last 30 years, Advisor can help. The Dental Advisor – published by Ann Arbor, Mich.- based Dental Consultants Inc. – has strived to remove the kid from the candy store, so to speak, by helping dental professionals navigate the extensive array of dental products available today.

The Dental Advisor was an idea First Impressions Magazine: Tell in the making for about six years be- us about the early days of The fore it officially launched in 1983 and Dental Advisor. published its first issue the follow- Mary Yakas: After attending the ing year, according to director Mary Chicago MidWinter Dental Meeting Yakas. In 1977, John W. Farah, DDS, in 1977, Dr. Farah enlisted the sup- Ph.D., was struck by the large num- port of John M. Powers, Ph.D., to ber of dental vendors and products he develop a tool to help dental profes- encountered at the Chicago MidWin- sionals navigate the extensive selec- ter Dental Meeting, she explains. He tion of products on the market. In- questioned the quality and reliability spired by Consumer Reports™, they of the products – and more impor- resolved to create a publication that tantly, how one could go about as- provided science-based information sessing that information. In a recent on dental materials in an understand- interview with First Impressions Maga- able and clinically relevant manner. zine, Yakas describes how The Dental Both Dr. Powers and Dr. Farah have Advisor got its start, and the direction their Ph.D’s in Dental Materials. Dr. in which it has headed ever since. Powers also has a Ph.D. in Mechanical

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* “An independent, non-profit, dental education and product testing foundation, Clinicians Report®, February 2013. For the full report to be sent directly to you, please contact MEISINGER USA customer service.”

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Engineering and Dr. Farah has a dual Ph.D. in Aerospace Recently, Dr. Sabiha Bunek was named editor-in-chief, Engineering and is a practicing dentist. Their analytical and she provides directions in research, as well as ar- minds are the reason The Dental Advisor (TDA) began. eas on which to report the latest in Dentistry. (Like Dr. With the assistance of [many other] great dental minds, Farah, she also maintains a private practice.) In 2009, we they started TDA in 1983, and published the first issue had the pleasure of adding Dr. John Molinari to our team in 1984. Most of the founding members are still with us as director of infection control. He runs a microbiologi- today, which says a lot for the integrity of the organization cal testing center at TDA and lectures regularly to dental as a whole. professionals. Our director of research, Ron Yapp, has a creative mind and is always coming up with scientifically FI: What was the original mission of The Dental Advisor, relevant projects to complement our clinical studies. Jackie and how have its goals changed over the years? Farah directs our internal operations, as well as maintains Yakas: Our original mission in 1983 was to improve pa- our database of long-term clinical data. The rest of our tient care through research and education. We have stuck team serve as creative minds, always thinking outside of to that goal by continuing to provide meaningful research the box when working with manufacturers, designing our and science, combined with practical tips on dental prod- publication, training dental professionals, working in our ucts and equipment. We continue to grow and change every labs, or keeping on top of our over 250 clinical consul- day. Our reputation for unbiased evaluation of products tants who volunteer to look at our products. Our editorial board faithfully comes each week to discuss and debate everything We offer a unique perspective to we publish. dental professionals worldwide, FI: What can The Dental Advisor offer for distributor sales reps? providing a combination of Yakas: We offer customized training programs for manufacturer and clinical, laboratory and long- distributor reps. This is something we are very proud of. We believe term reporting. that the combined expertise of practicing dentists – along with research and long-term clinical data and equipment has grown to the point that manufacturers – are a terrific resource to help reps learn as little or as approach us with prototypes to validate their claims, even much as they would like. I encourage any sales rep out before they are on the market. In addition, our ability to there to use our free mobile website to share with doctors report on the performance of products placed in vivo over or colleagues how a product performs in a dental profes- the last 30 years has become a cornerstone of our publica- sional’s hands. In addition, our main topic is a great way to tion. We offer a unique perspective to dental professionals keep up with the changes in materials and understand the worldwide, providing a combination of clinical, laboratory differences between products. Each main topic discusses and long-term reporting. a category and compares and contrasts what is available.

FI: Who are the key players at The Dental Advisor? FI: How can sales reps use The Dental Advisor’s services Yakas: We are a small but mighty team of great minds. Our to enhance their sales calls? dental experience ranges from just over two years in the Yakas: This year, [in honor of] our 30th anniversary, we industry to 40+ years. Drs. Farah and Powers, the found- are offering $30 premium online subscriptions (regularly ers, continue to contribute regularly to the publication. $269) all year. Sales reps can offer these as gifts to their

16 : April 2013 : First Impressions : www.firstimpressionsmag.com accounts. They only need to contact us for any specific can visit our office or whether we are a secured facility. We requests and pricing, or they can give their customer the welcome visitors! Due to the confidential nature of some promo code 30FOR30, to be applied at checkout. Another of our projects, we may not be able to share all informa- great tool many reps love is our Ask The Editor feature. tion, but reps are always welcome, as well as the dental When a rep visits an office, [he or she] can submit any practices they serve. question to us, and we’ll answer it personally within a few days. This is a good way for reps to provide great customer FI: How can sales reps stay informed about new services service, whether it is a technique question, a product rec- The Dental Advisor offers? ommendation, a review, or a research question. We have Yakas: The best way to do that is by checking our website, also had sales reps present information from our main following us on Twitter and Facebook, and subscribing. topic to explain to a practice why a product may be better Sales reps who want to be in the know will definitely ben- suited to their particular clinical situation. Of course our efit by learning the differences [between] all of the prod- reprints and ratings are very popular tools in selling. ucts out there. When they can understand and solve their customers’ daily clinical issues, [their sales will increase]. FI: What misconceptions do sales reps often have about We are happy to be an advocate and trusted advisor to any The Dental Advisor? Yakas: The first misconception is that companies buy their positive For projects that don’t involve ratings. That’s absolutely not true. In our 30 years, we have NEVER clinical evaluation, there are accepted money to endorse a product. We do charge evaluation fees, always strengths and weaknesses which are very minimal, to cover the cost of shipping the product in the material properties, to our consultants, and the time it which are clearly visible on takes our team members and editor to customize a survey, gather our website and in print. results, and communicate with consultants and the manufacturer throughout the evaluation process in case of any issues, sales rep who wants to further their learning, either for- as well as write and publish the article in print and online. mally at TDA or remotely by visiting our website. We are not a non-profit and have never claimed to be. A second misconception that I hear often is that we are too FI: What new services can we anticipate at The Dental Advisor? positive and that no product ever receives a poor rating. Yakas: Every day is a new day at The Dental Advisor. We We don’t publish clinical evaluations that fall below a 3+. continue to be a leader in the area of digital dentistry. We In keeping with our original mission to improve patient have [always] reported on the latest products, equipment care through research and education, we don’t believe re- and techniques and will continue to do so. This year, we porting poor results helps anyone. Instead, we work with launched our blog to give readers an idea of what we dis- manufacturers to provide honest, objective and practical cuss each week at our editorial meetings. Few people know feedback in order that they may improve the product and that our group meets weekly to discuss each product we bring it back to market. For projects that don’t involve evaluate. We are open to suggestions, and look forward to clinical evaluation, there are always strengths and weak- serving the dental community for another 30 years! nesses in the material properties, which are clearly visible on our website and in print. Lastly, reps often ask if they For more information, visit www.dentaladvisor.com. [FI]

www.firstimpressionsmag.com : First Impressions : April 2013 : 17 distribution Record draw for NDC Dental Forum

ational Distribution & Contracting Inc. drew a NDC President and CEO Mark Seitz reviewed NDC’s record attendance at the organization’s NDC strategic initiatives, including: Dental Forum in Las Vegas this winter. Forty- • Building premier flexibility and sophistication one members and 51 vendors – 220 individuals in healthcare logistics by operational excellence N– attended the event. through technology and human capital, and an “It’s an exciting time for the independent distributor,” expanded and improved infrastructure. said Director of Dental Sales and Marketing Jackie Jones. • Deploying technology to improve the healthcare “Our dealers continue to grow and adapt, remaining al- supply chain, focusing attention on data/ ways adaptable, motivated and responsive. Our industry information management, state-of-the-art websites continues to confront a time of change and together with and mobile technology; as well as using technology our vendor partners, we’re meeting these changes.” to achieve operational and logistical excellence.

Vice President of Marketing and Dental Programs Lori Paulson shared with the attendees NDC’s strategy and objectives regarding group purchasing organizations. “As healthcare reform forces changes in the medical space, we anticipate a possible movement of Dental Member Of the Year Manufacturer Of the Year GPOs into the dental market. NDC is Midco Dental Inc. Progeny positioned with our medical presence to provide the dental members with the ability to capture this opportunity.” NDC recently was awarded, on behalf of its members, the Premier healthcare alliance contract for all markets, including dental, said Paul- son. Premier is a Charlotte, N.C.- based group purchasing organiza- DentaCheques Recognition Award tion comprising 2,700 U.S. hospitals Multi-Million Dollar Club New Inductee Fred Levitron (DentaCheques) and Northeast Dental & Medical Supply and 90,000 other sites of care. Lori Isbell (Burkhart Dental) The Dental Forum began with an open discussion, Upward trend during which members got the opportunity to discuss chal- Though the final year-end numbers had yet to be released lenges and opportunities to work together. Topics included at the time of the Forum, trends showed a growth in how NDC distributors can collectively address the growth both merchandise and equipment, said Jones. NDC deal- of dental groups and remain competitive, the implications ers finished up 6 percent in merchandise, exceeding the of the medical device tax, and what dealers are doing to industry growth of 2 percent to 3 percent. And with a grow their sales. During the equipment session discussion, strong December finish, equipment purchases topped a 5 full-service equipment dealers got the chance to discuss the percent growth, in line with the industry trend of 5 per- issues specific to sales, service and installation. cent to 6 percent, she said. “We should all be very proud

18 : April 2013 : First Impressions : www.firstimpressionsmag.com We are people protection.® distribution

of where we are today and excited about where we are Member awards headed,” she said. Other awards included the following. At the Dental Forum, NDC reviewed for its mem- • Dental Member of the Year: Midco Dental Inc. (Ware- bers some organizational changes made last year, which house, vendor direct and private brand performance.) saw Jones named director of dental sales and marketing. • Diamond Club: Northeast Dental & Medical Jones has been with NDC for more than 12 years as di- Supply. (Double-digit growth for three consecutive rector of advertising and creative services, and is working years within the VIPER program.) with dental members to grow their sales and explore new • Multimillion Dollar Club: Atlanta Dental Supply, opportunities. In 2012, she visited almost 80 percent of Burkhart Dental, Goetze Dental, Midwest Den- NDC’s dental members, and plans to visit the remaining tal Equipment & Supply, Nashville Dental Inc., members in 2013. Northeast Dental & Medical Supply (new inductee). Paulson, meanwhile, continues to remain active in lead- (Annual warehouse purchases exceeding $2 million.) ing the dental programs at NDC. She works closely with the • Million Dollar Club: Am-Touch Dental Supply, team and vendor community. With the restructure, she has Dental City, Holt Dental Supply, Parkway Dental expanded responsibility with NDC’s veterinary initiative, Services Inc., Safco Dental Supply (new inductee), physical therapy business and new specialty markets. Scott’s Dental Supply (new inductee), Ultimate Den- The Quala/Pro Advantage Showcase featured 17 ta- tal. (Annual warehouse purchases of $1 million.) bles of vendors displaying NDC private label products. “A • Freight Award: Midwest Dental Equipment & power outage similar to the one during the Super Bowl Supply. (Most effective use of the dental inbound made for a memorable event, as smartphones lit the room,” freight program, managed by Freight Watch.) notes Jones. “We appreciate the continued partnership of • Warehouse Performance Award: Northeast Dental the manufacturing partners supporting our brand.” & Medical Supply. (Warehouse purchases increased over The annual awards ceremony recognized dealer and prior year and support of breadth of product lines.) vendor company achievements, as well as some special • NDC Brands Award: Healthcare Supply Service. awards honoring individuals. (Performance based on purchases per sales rep, and growth of the Quala and Pro Advantage brands.) Dental Lifeline Network NDC recognized VIPER achievements, with 38 deal- NDC Spirit Awards ers collectively receiving over $203,000 in growth The Spirit Award is presented to individuals, not companies. incentive checks. (NDC’s VIPER program rewards NDC recognizes both a manufacturer representative and a members for their loyalty and support of the NDC member employee for their understanding of the groups and warehouse through incremental growth over previous their emphasis on teamwork. The award is a Successories lith- year base.) Again this year, a donation was made on ograph that reads: “Teamwork is the ability to work together behalf of NDC Dental, NDC dealer members and toward a common vision. The ability to direct individual ac- vendor partners to Dental Lifeline Network and the complishment toward organizational objectives. It is the fuel DentaCheques program. that allows common people to attain uncommon results.” Dental Lifeline Network President Fred Leviton • Spirit Award for a Dealer: Tom Richardson, shared a story of how this organization, along with NDC’s Atlanta Dental. support, has significantly changed the lives of those in • Spirit Award for a Vendor: John Franz, Instrumentarium. need. Lori Isbell, president of Burkhart Dental, was recognized for her individual support and that of Burkhart Vendor awards Dental for their participation in the program. • Manufacturer of the Year: Progeny. The awards ceremony included a surprise recognition of • Warehouse Vendor of the Year: Sunstar Americas. Paulson for her advocacy for the independent dental dealer. • NDC Brands Vendor: Sultan Healthcare [FI]

20 : April 2013 : First Impressions : www.firstimpressionsmag.com brace The fluoride varnish you haveY ourself been selling might not have the fluoride release you think! By incorporating xylitol-coated calcium and phosphate in a permeable resin matrix that does not separate, Pulpdent has developed a sustained time-release varnish with uniform dosage that delivers 10 times more fluoride than the leading varnish brand. There’s more to Embrace than fluoride release • Contains bioavailable calcium, phosphate and fluoride • Does not separate - no mixing required • Ensures predictable, uniform dose • Pleasing taste encourages patient compliance

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PULPDENT ®Call or email today for sell sheets and samples for your doctors: 617.926.6666 / 800.343.4342 / [email protected] Windshieldtime Chances are you spend a lot of time in your car. Here’s some automotive-related news that might help you appreciate your home-away-from-home a little more.

iPod accessories An iPod backup is recommended to help prevent an Is your car iPod-ready? Think transmitter, adapter, power iPod from cutting off in the middle of a song or pod- backup and mount. An FM transmitter transfers the sound cast. One option is a battery backup accessory. Battery from an iPod to the car radio. When looking to purchase a backups enable one to run his or her iPod on AA bat- transmitter, one should find a device capable of automati- teries; however in some cases power may only last up to cally locating a good frequency. Sound quality may depend eight hours. For long-term and frequent iPod use in the on the efficiency and length of the transmitter’s antenna. car, some recommend using a charger that is powered A few models on the market report- by the car battery. edly use the charging cable as an an- Another option is to use a charger tenna for better quality, while other that connects to the car’s cigarette lighter. FM transmitters are completely wire- Mounts are recommended to less, small and very portable. Wireless hold and protect the iPod in the car. models are said to have poorer-qual- Some mounts are designed to fit in a ity antennas. And, without a charger, cup holder, while others snap into car they could deplete the iPod of power. For high quality vents or screw into the car floor. Still For high quality sound from an sound from an others use screws, bolts or adhesives to FM signal, some recommend an FM FM signal, some attach to the center console. In some modulator that uses wires to connect cases, a suction-cup mount is attached the car’s antenna and the radio. How- recommend an FM to the windshield or dashboard. ever, this setup involves removing modulator that uses the radio, which could entail a more Wallet lightbulb complicated process than hooking up wires to connect the For early mornings or late nights re- typical FM transmitters. car’s antenna and turning from work, KlearGear now While FM transmitters (especially the radio. offers a portable light bulb wallet wireless ones) are simple to install and light. About the size of a credit card, use, they sometimes produce interference and hissing sounds. the gadget is designed to pop out of its casing and stand An adapter can help the user avoid this. In cars that include a vertically to maximize light. factory-installed stereo with a CD changer, the user can em- ploy an adapter to integrate the iPod. This requires remov- High-speed multi-charger ing the radio and connecting an adapter to the CD-changer The TomTom high-speed multi-charger is designed to port, and then connecting the adapter to the iPod. For cars power three devices in the car. The device features a ded- equipped with a brand-name radio, one can purchase an adapt- icated 1.2 amp USB charging port, as well as a dedicated er designed to integrate the iPod. Depending on the brand, the 2.1 port for juicing up tablets and smartphones. It report- car stereo might not have to be removed in order to reach the edly is one of the first car accessories that enable users CD-changer port. A simpler option is to use an auxiliary input to charge their satnav device and other mobile devices (AUX-in), which connects directly to the iPod through a mini- – such as their phone and portable DVD player – at the jack to a mini-jack cable or a mini-jack to an RCA adapter. same time. [FI]

22 : April 2013 : First Impressions : www.firstimpressionsmag.com Reach for the best 4 out of 5 dental professionals recommend Gelato Prophy Paste*

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Ad.4 Of 5-FirstImpressions 1'13.indd 1 1/15/13 10:08 AM Editor’s Note: Technology is playing an increasing role in the day-to-day business of sales reps. In this department, First Impressions will profile the latest developments in software and gadgets that reps can use for work and play.

Planning sales calls Safety first The InfoGrow Corporation announced the release of its In this digital age in which we live, it’s wise to protect CRM Call Planner module, which integrates Bing Maps one’s mobile devices. Snap MyLife Inc. has introduced directly into Microsoft Dynamics CRM. By visualizing Snap Secure, a comprehensive mobile security application their most productive accounts in a given area, sales reps designed to provide round-the-clock protection, such as reportedly can plan their sales calls more efficiently. And, securing personal information on one’s smartphone. For with increased visibility into their reps’ decisions and plans, instance, Snap Secure’s remote block-and-wipe features sales managers reportedly can better coach their teams for enable users to remotely back up their contacts, calendar increased sales successes. The Call Planner permits reps to and texts when their phone is lost or stolen. Or, Snap view leads, accounts and contacts by any database criteria, Secure’s geo-fence feature allows users to establish vir- such as sales volume, number of em- tual geographic boundaries for their ployees, and type of company – on col- children and receive alerts when they or-coded maps – enabling them to focus By visualizing their leave the area or do not arrive at a on their most profitable accounts. The most productive specified location within a designated program is designed to help reps dis- accounts in a given time period. The app also allows par- cover missed opportunities and sched- area, sales reps ents to track their children’s mobile de- ule travel and face-to-face contact with reportedly can plan vice location on a map via a web dash- clients more efficiently. their sales calls board. For more information, visit more efficiently. www.mysnapsecure.com. High-performance tablet Actions Semiconductor Co., Ltd., a 100-inch smart TV Chinese-based company that provides comprehensive LG Electronics recently launched its 100-inch class laser portable multimedia and mobile internet system-on-a-chip television featuring both smart and digital TV capabili- (SoC) solutions for portable consumer electronics, and Ai- ties. The 100-inch class LG HECTO Laser TV features an nol Electronic Co., Ltd., a Chinese-based company that external ultra short throw (UST) projection unit with full offers brand consumer electronics, announced the intro- HD 1080p resolution and 1,000,000:1 dynamic contrast duction of the Ainol Novo 10 Hero, a 10.1-inch tablet ratio. It also features a digital tuner and two 10W built-in product featuring the Owl Series ATM7029 chipset from speakers embedded in the projection unit to support virtu- Actions Semiconductor. Actions’ ATM7029 chipset sup- al surround sound. An optical audio output, as well as RS- ports AndroidTM 4.1(Jelly Bean) operating system, and 232 interface, permits integration into almost any home will also support the upgrade to AndroidTM 4.2. Features theater environment. LG’s Smart TV platform provides a such as ARM® CortexTM multi-core CPU, multi-core 3D customizable dashboard and smart connectivity features GPU, full spec 1080p video encode/decode engine and that streamline access to content from compatible smart- USB2.0/3.0 PHY integration reportedly provide high lev- phones, laptops, storage devices and the Internet. els of performance and power efficiency. For more information, please visit www.lg.com. [FI]

24 : April 2013 : First Impressions : www.firstimpressionsmag.com

service tech profile By Laura Thill Attention to Detail Shannon Hartman has one word for new service techs: LISTEN

hannon Hartman, equipment service technician in Richmond. He didn’t have any experience, but after for Henry Schein Dental, owns hundreds of den- a couple of months of on-the-job training, a bunch of tal practices in central Virginia. At least he acts as 800-numbers of manufacturers to call with questions, and if he does. But it’s not an exercise in egotism. a strong work ethic, he grew steadily more accomplished. S“I’ve been going to most of my accounts from Day “I’d get out of school at 1:30, and my parents didn’t 1,” he says. That means either he’s been calling on them mind if I worked eight hours,” he says. Doctors who called from the day the practice opened, or he’s been calling on in the afternoon for help would come into their office the them since he started his career. next morning with the problem solved. “I look at them as my practices. I look at it as, ‘How Hartman stayed with Atlanta Dental five years, and would I want the equipment to work if I owned the prac- then Patterson for three. Then, 20 years ago, he and a sales tice?’ I sit down with the doctor and try to figure out how rep opened up a Sullivan Dental Products (now Henry they operate, what’s crucial to them, how they want their Schein Dental) branch in Richmond. rooms set up. Then I picture myself as the owner: ‘If it were my money, would I do the repair this way?’ And that’s New day, every day how I present it to the doctor.” Hartman knows that while the years of experience in the field have been invaluable, he has to keep learning every day. That’s not hard to do, given the speed at which technology is ad- vancing. “Before, you were lucky to have a couple of circuit boards. Now, everything has circuit boards.” In the past, air activated much of the equipment in the operatory. Not so today. “You’re dealing with modems, all kinds of computer issues today.” With the change in technology

Shannon Hartman have come some changes in customers’ expectations of their service Early beginnings techs. In the past, for example, practices simply wanted At age 44, Hartman has already put in a lot of years as a their equipment fixed. Today, they want their service tech service tech. Twenty-eight, to be exact. That’s because he to explain the economics of repair-vs-replace. “They began his career while a high school student near Rich- don’t want to spend a lot of money repairing things that mond, Va. Enrolled in a high school work/study program, shouldn’t be repaired,” he says. “They want their service he had to have a job in order to get school credit. The tech to tell them the truth that they might be better off job that opened up was as a technician for Atlanta Dental looking at new.”

26 : April 2013 : First Impressions : www.firstimpressionsmag.com Relax your patient. Manage your work space! We know how important it is to minimize the cords and hoses within your work zone, and to have everything within reach.

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“A lot of times, the practice may see the sales rep and the service tech at separate times. But when they see us together, they’re thinking, ‘Now I have both of these people working for me.’ It’s a powerful selling tool.” – Shannon Hartman, equipment service technician, Henry Schein Dental

Office managers are much more knowledgeable about Not all communication is about equipment, though. the operation and economics of the practice than ever be- Hartman makes a point of talking to as many people in the fore. That’s why they often get involved in the repair-vs- office as he can, even if it’s just to say hello. He makes note replace discussions of their equipment. of landmark life events that may be affecting them – a new grandchild, a wedding, a graduation – and asks about it. “It Keep asking just personalizes things a little more,” he says. “I’m more A couple of things haven’t changed in his 28 years in than just a repair person coming in.” the field, though. For example, excellent communica- Good communication skills can improve the service tion skills remain the service technician’s single most tech’s relationship with the field sales force as well, he says. That’s why Hartman periodically spends a day riding with a sales rep, jointly visiting accounts that he services but that perhaps don’t buy much from the company, or accounts that buy plenty of merchandise but not much equipment from the company. “A lot of times, the practice may see the sales rep and the service tech at separate times. But when they see us together, they’re thinking, ‘Now I have both of these people working for me.’”

Shannon Hartman and family. It’s a powerful selling tool, he says.

important tool. “My practices know my phone is on Downtime 24/7,” he says. “They know they can get hold of me Hartman finds sanity in hunting deer. “I get into the any time and ask their questions, or ask me to walk them trees; that’s my sanity,” he says. “It’s quietness. It gives me through a repair.” The single most important piece of a chance to regroup, get my thoughts together, and de- advice he gives to young techs is the following: Listen stress. My family likes it when I go hunting. I come back to what the customer is saying and asking for. Never and I’m a nicer person.” His family includes his wife, Lori; assume you understand what he or she wants or needs. and three children: Heather, 21; Brandon, 19 (a new Henry Instead, ask plenty of questions until you’re sure you Schein service tech); and Addie, 18. have it right. Every summer, he and Lori take a trip to the Carib- And of course, “When your client asks for something, bean to reconnect. And when they can, they escape to their do it – 100 percent of the time.” RV on the Rappahannock River. [FI]

28 : April 2013 : First Impressions : www.firstimpressionsmag.com What happens when you combine a consistent focus on efficient patient care with cutting edge technology and time tested quality? The NEW Elevance™ Delivery Unit.

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For more information, contact your Midmark Sales Representative or call 1-800-MIDMARK. sales focus Disposable Prophy Angles A good polish depends on the right prophy angle.

rophy angle technology has seen a number of benefits of polishing with brushes and pointed polishers. improvements over the years. Originally, prophy Polishing with a brush can facilitate stain removal in pit angles were manufactured out of metal. Clini- and fissures, as well as in areas with more tenacious stain. cians using metal angles must autoclave the angles This approach is often helpful during sealant preparation. Pbetween patients to eliminate cross contamination among By comparison, pointed polishers are ideal for polishing patients. With the introduction of disposable prophy angles, around orthodontic wires and brackets, as well as for fur- clinicians can now rely on the same smooth performance cations, implants, embrasures, crowns and bridges. Both as with metal prophy angles, with additional sanitary and brushes and pointed polishers are available for metal and convenience benefits. Selecting the right prophy angle for disposable prophy angles. a particular practice often is a matter of personal choice. While some dentists and hygienists still prefer using metal Working with the customer angles, many now rely on disposable angles. Distributor sales reps should approach the dental hygienist Prophy angles are designed as straight bodies or as about prophy angles, as this is the person who generally contra bodies. Contra bodies are considered the more er- performs the polishing procedure. They should begin by gonomic option, as they are designed to keep the user’s asking what type of prophy angle the hygienist is currently wrist in a neutral position during polishing, reducing wrist using, and what he or she likes – or does not like – about flexion and extension. Both straight and contra bodies are the product. Some additional probing questions include available in metal and disposable options. the following: • “What obstacles or challenges do you face Disposable prophy cups are designed to hold and distrib- while polishing?” ute prophy paste. The design of the prophy cup can help • “Have you ever tried polishing with an accessory reduce the splatter of paste and saliva. Hygienists may prophy angle, such as a pointed polisher or brush?” consider a number of features when deciding on the design that best meets their needs, including the following: At the same time, reps should be prepared to field some • The cup’s ability to hold paste and reduce splatter. questions from their customers, such as: • The cup’s ability to flare and flex around the dentition. • “Are the prophy cup and angle latex-free?” • The cup’s length, and how well it promotes access and • “What are the features and benefits of these products?” reach into the posterior or hard-to-reach regions of • “Does the prophy angle run smoothly and quietly?” the mouth. • “Will the cup reduce splatter?” • Whether it is available in a latex-free material. • “Is the prophy angle compatible with the handpiece • The cup’s interior and exterior design. I am using?” • “Is this product American made?” In recent years, prophy cups have been designed in • “Are there any special offers available?” shorter lengths for improved patient comfort and to provide greater access in the mouth. Additional benefits of Hygienists use prophy angles on the majority of their modern prophy cups include enhanced stain removal, in- patients during preventive, therapeutic and maintenance terproximal cleaning and reduced splatter. care appointments. As such, it is important that they use In addition to discussing prophy cup designs with solutions they are comfortable with and that provide opti- their customers, sales reps can educate them about the mal clinical outcomes. [FI]

30 : April 2013 : First Impressions : www.firstimpressionsmag.com

cover story

Selling opportunities Many implants are around sold direct, but there are still opportunities implants for dealer reps

32 : April 2013 : First Impressions : www.firstimpressionsmag.com oe Orrico DDS graduated from dental school at Loyola University Chicago in May 1979, got his license in July, and did his first implant case in October. JAnd he’s been doing them ever since.

“We didn’t have the continuing education courses we not prevent bone loss. Permanent implants, on the other have today,” says Orrico, past president of the American hand, maintain proper chewing function and exert appro- Academy of Implant Dentistry and owner of Illinois Im- priate, natural forces on the jawbone to keep it functional plant Dentistry Ltd. in Elmwood Park, Ill. “Back then, you and healthy. watched somebody do it, and then you did it yourself.” Implant surgery can replace one or more teeth, provid- Thirty-four years ago, seven dentists in the entire ed there is sufficient bone to support the implants. Would- state of Illinois were actively doing implant procedures. be implant patients should have the procedure done as Today, more than 3 million Americans have implants, and soon as possible after losing a tooth to prevent bone loss the number is growing by several hundred thousand ev- at the site. ery year, according to the American Academy of Implant Sufficient bone mass is critical for implant surgery suc- Dentistry. Nor are oral surgeons and periodontists the only cess, according to AAID. For that reason, implant dentists ones performing these procedures. Roughly 10 percent of have become proficient at restoring or regenerating bone all U.S. dentists place implants, and that percentage is increasing too. It’s true that most implants are “We have found that many more sold direct. (Implants from CAM- of our referring dentists have LOG, a Henry Schein company, would be an exception.) But First incorporated implant procedures Impressions readers would be well-ad- into their practices, by the increasing vised to keep an eye on their customers’ practices, according to experts. [number of] scans that we have been That’s because there’s a good chance performing for them.” that, given advances in technology and consumer acceptance, more gen- – Brian Trava, D.MD., New Jersey Root Canal eral dentists – not to mention oral surgeons and periodontists – will be doing implants. in tooth sockets that would not be able to support implant Nor should dealer reps forget that it’s not just about placements without augmentation. Dental school research little titanium screws. The dental professional needs sup- has generated evidence that using bone additives and growth porting equipment, instrumentation and materials in order factors achieve the best outcomes, according to AAID. to successfully place and restore implants. Public and professional acceptance Why implants? “Growth has come from the high predictability of im- Proponents say that implants with attached crowns are plants and the success rates,” says Orrico. “Since the im- the preferred method for treating tooth loss, because they plant prosthesis offers a more predictable course than function the same as natural teeth and help preserve the traditional restoration, the profession and the public are jaw structure by preventing atrophy from bone loss. Ac- becoming more aware of this discipline. Implants are the cording to the AAID, bridgework and dentures may ad- preferred tooth replacement option, and one of the safest dress the cosmetic problem of missing teeth, but they do and most precise and predictable procedures.”

www.firstimpressionsmag.com : First Impressions : April 2013 : 33 cover story

Advertising on TV, billboards, the radio and Internet In years past, placing implants required extensive have increased public awareness of implants, Orrico says. surgical skills, says Orrico. “They were more technique- What’s more, implant dentistry has finally been accepted sensitive than today.” The dentist still needs training, but by organized dentistry, he continues. Today, U.S. dental that’s available from organizations such as AAID, which schools expose students to the discipline of implant den- provides credentialing in implantology, he points out. “Im- tistry. “When I got into dental school, there was nothing,” plants today are a lot less stressful to put in, and they’re a he says. lot more predictable than they were 34 years ago.” In fact, “We have found that many more of our referring AAID says that the literature reports a success rate of 98 dentists have incorporated implant procedures into their percent; that is to say, 98 percent of implants will remain practices, by the increasing [number of] scans that we have functional and problem-free five years after the procedure. been performing for them,” says Brian Trava, D.MD., New Many implant dentists use 3D images and implant sur- Jersey Root Canal, and a consultant dentist for Planmeca. gical planning software to construct a map of the patient’s “I see more cost-effective implant placement in patients mouth, pinpoint potential problems, and plan the implant compared to three or four years ago.” procedure in advance, says AAID. During the initial visit, “Technology has made treatment planning more visual for the dentist, allowing for a greater comfort level. I see more and more dentists taking advantage of third party software and surgical guides.”

– Brian Trava, D.MD., New Jersey Root Canal

It’s true that the global economic environment has a 3D image is taken to enable the dentist to assess bone put a damper on discretionary spending, and that has af- structure and nerve locations, plan the surgery, and mold fected some implant companies, says Trava. “[But] the replacement teeth before the next visit. panacea of a dental practice is not implants; the panacea “Technology has made treatment planning more visual of a dental practice has always been and will always be for the dentist, allowing for a greater comfort level,” says good, comprehensive treatment planning. Patients are Trava. “I see more and more dentists taking advantage of more educated, and they want to hold on to their natural third party software and surgical guides. Nothing is worse teeth. As more [cone beam computed tomography] ma- than an implant ‘gone wild.’ It disillusions the patient, and chines are being utilized, more teeth are being saved that costs both patient and doctor time. The cost of the guide otherwise [would have been] extracted, and implants will is negligible to a well-placed implant from a flawless pro- have a higher degree of success. This is a double win for cedure; it makes the patient more accepting to repeat the both patient and doctor.” procedure in the future.” Trava uses the Planmeca Promax 3D in his practice. Technology “We are not painted into a corner; we have the option to Better technology is playing a role in the growth of im- take different size volume scans,” he says. “Referring doc- plant procedures, according to those with whom First Im- tors ask for an 8 X 8 cm volume. It is the most optimal for pressions spoke. diagnostic applications that require comprehensive study

34 : April 2013 : First Impressions : www.firstimpressionsmag.com

cover story

of the whole dentition. It allows a thorough bilateral view nerves, arteries and membranes, making surgery safer of the mandible, maxilla and sinus. I find that the bulk of and more predictable,” says Vagnoni. “The other advan- implants are being placed in single edentulous areas. The tages are that the procedures are less traumatic, and pa- patient is studying the cost-effective option of a three-unit tients heal faster than with traditional surgical methods, bridge or a single tooth implant.” like bone saws and burs.” The ACTEON devices can perform sinus elevations, atraumatic extractions, ridge Selling opportunities splitting, crown lengthening, and bone block grafting, “When approaching the practitioner about implant-related to name a few, he says. These procedures are performed products and equipment, the sales rep should understand when there are bone deficiencies due to bone loss or what the practitioner is trying to accomplish for the future resorption, and a lack of bone structure to support or of that practice,” says Trava. “All practices are different. place an implant. Whether CBCT machine or implant system – it should be Successful implants call for instruments and supplies a good fit for that office. used in other dental procedures. One of them – SockIt! Hydrogel wound dressing – is designed to provide pain relief and “The main advantage protection from chemical and microbial contamination, and to pro- of piezoelectric surgery mote wound healing. The product is applied in office, and then sent devices is they cut bone home with the patient, according to Barbie McAnalley, R.N., trade but preserve soft tissue show coordinator. “The distributor reps in these sales need to such as nerves, arteries and completely understand the prod- membranes, making surgery uct, or it will be difficult to explain to the dentists why a wound dress- safer and more predictable.” ing is crucial,” she says.

– Chip Vagnoni, national education and clinical manager, ACTEON Group Future Many of the advances in implant “The company should have a consistent history and dentistry will be with new grafting procedures and good service to stand by its products. If the sales rep has materials, predicts Orrico. But those practicing im- confidence in their product, they will encourage the prac- plantology will face their share of challenges as well, titioner to do their homework and compare other similar including the ability to detect complications and fail- lines. Loyalty and good relationships are never built on ‘a ures. “The ability to recognize any problems that might great deal,’ just consistent deals.” occur is what makes a good implant dentist,” he says. Chip Vagnoni, national education and clinical manager, For example, can the dentist detect signs of infection? ACTEON Group, says that “the focus of many implant com- Does the radiograph show signs of peri implant radio- panies – as well as our product line – is more on the GP who lucency (that is, loss of bone around the implant) or is getting into implantology and how our surgical devices can vertical bone loss? Is the implant mobile? New dental make the procedures safer and more predictable.” ACTEON grads need to get up to speed rapidly on implants, so manufactures a line of piezoelectric osseous surgery devices. they can compete in the marketplace, he says. “I think “The main advantage of piezoelectric surgery de- there will continue to be a real need for educating them vices is they cut bone but preserve soft tissue such as about implants.” [FI]

36 : April 2013 : First Impressions : www.firstimpressionsmag.com

specialty selling: endodontics By Laura Thill Endodontics isn’t just for endodontists

Sales reps shouldn’t dvanced imaging technolo- and irrigants. They may also use gies, better filling/sealing technologies such as operating mi- be afraid to jump materials and more flexible croscopes, electronic apex locators, instrumentation, as well ultrasonics and digital imaging, to into the waters of Aas advances in regenerative medicine perform their services. endodontics sales, and the growing population of Baby In 2005, endodontists com- Boomers – all point to a bright future prised just 1.7 percent of that year’s according to experts. for endodontics, according to experts. graduating class. Since then, the Sales reps can be part of that future, number of endodontists who gradu- There are plenty of but they must overcome their discom- ated from a residency has remained opportunities. fort discussing some clinical issues, steady, with a slight increase due to they say. It’s not as difficult as it sounds. two new residency programs, at the Endodontists are in the busi- University of Tennessee Health Sci- ness of rescuing dying teeth, that is, ence Center and the Medical Uni- teeth whose pulp has been injured. versity of South Carolina. (“Endo” is the Greek word for “inside,” and “odont” is Greek for Who’s doing root canals? “tooth,” according to the American Endodontics isn’t just for endodontists. Association of Endodontists.) Their The most recent American Dental As- procedure of choice is the root canal, sociation data, published six years ago, and their tools include burs, files indicate that 72 percent of the 15.1 million root canals performed annually are performed by general dentists, and 28 percent by endodontists. “Because we do not have more recent data than 2006, it is challenging to predict what the numbers will look like in 2012,” says James Kulild, DDS, MS, professor and director of the advanced specialty education program in endodontics at the University of Missouri-Kansas City School of Dentistry, and 2012-13 president of the American Association of Endodontists. Although general practitioners perform a majority of root canal

38 : April 2013 : First Impressions : www.firstimpressionsmag.com treatments, they frequently rely on endodontists to per- “They have the tools, and they believe they can do the best form more advanced procedures, such as retreatments, job.” Some endodontists are aggressive marketers, and are apicoectomies and apexifications, which also are included able to grab the lion’s share of referrals in their area, says in the ADA’s endodontic procedures data, adds Kulild. Tuttle. They perform the root canal, then refer the patient One might expect that since the economy nosedived in back to the dentist for restoration. “Everybody does what 2008, general dentists are treating patients they otherwise they do best,” she says. would have referred to endodontists. However, conclusive data to prove or disprove that hypothesis doesn’t exist. Equipment “There’s no doubt that dentists have been affected by Better instrumentation, materials and equipment are im- a number of changes related to the economy,” says Ku- proving the outcomes of root canals, according to experts. lild. “Busyness surveys of [American Association of En- And it starts big. dodontists] members reveal that roughly half are seeing Cone beam-computed tomography – a three dimen- no change in patient volume or an increase in patients, sional imaging technology – is gaining popularity in den- while the other half has felt the impact of the economy tistry, notes Kulild. “It is similar to conventional CT scans, with fewer referrals. The AAE conducted a referral study but has a more limited field that can be tailored to examine in 2009 and again in 2012, and there has been little change in referral patterns in that timeframe.” Some endodontists are aggressive Says John Ferone, national specialty sales manager, Henry Schein marketers, and are able to grab Dental, GPs have more holes in the lion’s share of referrals in their their schedule for elective procedures, partly due to uncertain eco- area. They perform the root canal, nomic times. “The cosmetic portion of any dental practice is always the then refer the patient back to the first to feel the effects of any eco- dentist for restoration. nomic slowdown,” he says. It follows that GPs are doing procedures they previously may have referred out. Technology has a specific area of the jaws. The three-dimensional aspect made it easier for them to do so, he adds. “Over the past of this imaging technology allows for more thorough char- five to 10 years, technology has allowed [general dentists] acterization of lesions or masses, including size, location to do more cases they couldn’t do before, with more ease.” and proximity to other structures.” Part of the educational “I don’t talk to many endodontists who complain that mission of the American Association of Endodontists business is slow,” says Amy Tuttle, endodontic product is to educate its members not just on how CBCT works, manager, Coltene Whaledent. “Most are very, very busy.” but when a 3D scan will provide a significant advantage in And that could be the case for some time to come. Baby planning treatment for a patient, he adds. Boomers are retaining their teeth longer than previous Says Ferone, “You’re definitely seeing a migration to generations, and the need for root canals and retreatments CBCT [cone beam computed tomography] technology. is also increasing, she says. The most important advantage of CBCT in endodontics What’s more, endodontists believe they are best qual- is that it allows a clinician to see anatomic features in 3D ified to do root canals, says Tuttle. They receive twoto that intraoral, panoramic and cephalometric images can- three years of specialty education after dental school, and not show. However, among endodontists, Ferone still es- can become board-certified. “They do dozens of these a timates that fewer than 10 to 15 percent use CBCT. “As week, while a GP might do one or two, if that,” she adds. CBCT cost becomes more competitive and the prevalence

www.firstimpressionsmag.com : First Impressions : April 2013 : 39 specialty selling: endodontics

of implants expands, adoption rates should grow rapidly. the file pushes against one side of the canal but fails to CBCT within an endo practice should be standard of care remove material on the other side). Such instruments also within the next five to seven years.” protect against perforation, that is, penetrating the side of Most endodontic practitioners use some kind of mag- the canal or the apex. nification, Ferone adds. “Working on a geriatric patient Technology has indeed improved over the years, says without it is next to impossible,” because of the calcifi- Ferone. In fact, the real challenge for the dealer rep is prov- cation frequently found in these patients. General prac- ing the value of these improvements with so many new titioners often opt for dental loupes, which offer lower products coming to market. With so many products in magnification, but are certainly better than the naked eye, their bag, reps can get a little uncomfortable talking about he says. But endodontists typically use higher-end micro- new products unless they are apples-to-apples substitutes scopes. In fact, many dental schools are teaching students for ones they’ve already sold, he says. But as the number with the microscope. of manufacturers in the specialty expand, apples-to-apples comparisons are becoming more prevalent. What’s more, Technologies to talk about many of these new players use distribution, allowing reps Improvements in instrumentation have been steady as well, to compete with product lines that historically were sold according to those with whom First Impressions spoke. Rotary on a direct basis, he adds. instrumentation is becoming more Imaging equipment and instru- and more popular for endodontic “I believe that the mentation aren’t the only areas within treatments, points out Tuttle. “Years endodontics that have seen technol- ago, [endodontists] used hand files.” long-term future of ogy improvements. Coltene Whale- These must be rotated by hand, in endodontics is as bright dent, for example, offers combina- a reciprocating motion with the fin- as ever, especially tion gutta-percha and sealer, allowing gers. Doing a one-hour root canal when you consider for one-step, non-heated flowable can be hard on the fingers. Hence obturation, says Tuttle. The mate- the rotary files. the groundbreaking rial is a time-saver, and fills the canal Though not new, nickel tita- research endodontists completely. In addition, it’s highly nium – or NiTi – is the material are doing in the biocompatible, meaning it doesn’t in- of choice in endodontic instru- areas of regenerative terfere with anything in the body. mentation today, says Tuttle, whose company makes such instruments. treatments.” Geriatrics Today’s NiTi instruments with con- – James Kulild, DDS, MS As are all dental professionals, en- trolled memory offer much better dodontists are facing an increasingly fatigue resistance, she says. (Rotary files that break during older patient base. While that might not affect the instrumen- a procedure can be very difficult to remove from the root tation they use, it does affect the way they practice. canal. “The patient is sitting there longer, the endodontist “It reflects the growing trend of patients wishing to has to readjust [his or her] schedule, or, if you’re a general preserve their natural dentition rather than opting for ex- practitioner, you may need to send the case to the endo- tractions and implants,” says Kulild, speaking of the grow- dontist,” she says.) ing number of elderly patients. “The challenges in treating Controlled memory files offer regenerative properties. a geriatric population include complicated health status, If they begin to unwind, for example, the practice can heat drug interactions and complex restorative problems, as or autoclave them, and the files retain their shape. And well as the potential difficulty in treating teeth in which the because they’re flexible, they can track the canal better. canals have become more calcified over a patient’s lifetime. There’s less of a chance for ledging (that is, creation of a As our population ages, there will be more and more pa- ledge in the canal) or transportation (the term used when tients in this age group seeking endodontic care.”

40 : April 2013 : First Impressions : www.firstimpressionsmag.com It’s important that the endodontist get a complete possible. By adding implant placement to the list of pro- medical history of the geriatric patient, says Tuttle. “Older cedures we do, we can meet the needs of patients whose patients are typically on more medication, and they have teeth cannot be saved in an efficient, convenient manner. different medical conditions that might be affected in Some endodontic residency programs are already offering treatment.” Endodontic procedures can be difficult – and longer programs in order for more advanced training on lengthy – for the elderly patient, due to calcification, she implant placement. This will give graduating endodon- adds. They may find it difficult to hold their mouth open tists more patient care options and a more well-rounded for long periods of time, and some experience back or knowledge base for treatment planning consultations with neck discomfort while sitting in the chair. Elderly people other dentists.” tend to have more issues with hearing or with understanding pre- and post-operative instructions. That’s why many Selling endodontists, like medical doctors, ask for the elderly pa- Endodontics is a growing specialty, and offers dealer reps tient to bring an escort who can help with instructions. many opportunities, says Tuttle. But they need to get the product education they need from manufacturers in or- Future technologies der to feel confident when talking with their customers. “I believe that the long-term future of endodontics is as “Once [Coltene Whaledent] reps spend a day co-traveling bright as ever, especially when you consider the ground- with dealer reps in endo, they see a tremendous increase in breaking research endodontists are doing in the areas of their confidence level and sales.” regenerative treatments,” says Kulild. Regenerative end- And the effort is worth it, she says. “Once you sell an odontics is the branch of the endodontic specialty that endodontist, you often have a customer for life.” What’s deals with regeneration of tissue, he explains. “A typical more, by selling in a market – endodontics – that has been root canal treatment removes the soft tissue known as the primarily direct, dealer reps are selling against business pulp, and replaces it with a filling material. In regenerative they don’t already have. “It’s a great opportunity.” endodontics, the objective is to replace that diseased tis- Says Kulild, “The best way to service endodontic pro- sue with new tissue through the use of stem cells, growth fessionals is by engaging them and listening to their feed- factors and a support structure known as a scaffold. This back on the challenges and opportunities they face every part of our specialty is still largely in the development and day. This information can be crucial in the development of research stage, but some regeneration of tissue has been new products and services.” The AAE provides many op- shown to take place by performing a procedure known as portunities to interact with the endodontic community via revascularization, which can be effective in selected cases.” the AAE Annual Session, involvement in the AAE Foun- Another not-so-futuristic technology that may shape dation, the Journal of Endodontics and an annual Cor- endodontics is the implant. “Endodontists do everything porate Community Conference for invited guests, he says. in their power to save the natural tooth,” says Kulild. “But “Industry representatives can also serve a key fa- when that is not an option due to disease or irreversible cilitative role in the partnership between general prac- trauma, we want to give our patients the most unbiased titioners and endodontists. By encouraging a greater options for their oral health, which may include extrac- exchange of information, education and consultation, tion and placement of an implant.” Approximately 7 per- sales reps can contribute to the already strong relation- cent of AAE members place implants, he says, and a 2011 ships that exist within the profession. The AAE pro- survey shows that close to 17 percent plan to incorporate vides a number of position statements and clinical re- implants into their treatment planning in order to give the sources free to the dental community (at www.aae.org/ best dental care in the least invasive manner. professionals). These could be distributed to dentist “Our main goal, along with the entire dental commu- customers as value-added components of your own nity, is to work together to provide our patients optimal corporate strategy, and often initiate valuable dialogue comfort and to preserve the natural dentition whenever that benefits everyone.” [FI]

www.firstimpressionsmag.com : First Impressions : April 2013 : 41 infection control: Q&A Dirty Little Secrets Editor’s Note: Are your customers asking tough hygiene questions? Here is your chance to ask someone “In the Know.” Nancy Andrews, 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.

The meeting place dust, moisture and aerosols that should not contaminate One of my accounts has a big room in the peoples’ food, grooming supplies or the instrument steril- center of the office that is the spot for mul- ization area. At the same time, lab cases should not be con- tiple activities: sterilization, lab, work lunch … taminated prior to being delivered to the patient. If physical and now they’ve added personal grooming! separation (in different rooms) of these different functions There is a whole wall that is a mirror, so all is not possible, the only safeguard against cross-contamina- of the employees use it to do make-up, their hair, etc. With tion is consistent, safe practices from all who use the share three doctors and 24 staff members, that central area is busy space. This situation demands perfect compliance and care- all day. They always want me to meet with them at the eating ful actions to control infection – in an area that employees table in that room. Is it legal to combine all those activities in are likely to be relaxing at least some of the time. one room from an infection control point of view? One of the basic tenants of infection control is to prevent cross-contamination by “isolation and separation.” Ster- From a design efficiency point of view, plac- ilization areas should be dedicated to instrument cleaning, ing all those activities in one central location wrapping, sterilization, and perhaps storage, with a clear “traf- was probably someone’s idea of the perfect fic flow” from dirty to clean to sterile. Employee areas should office. However, as you correctly point out, be separated from clinical areas. Laboratories are considered this combination of activities and similar to clinical areas in terms of in- equipment is not the recommended fection control, and employees should way to prevent cross-contamination. take appropriate precautions (such as While there is no law saying exactly environmental safety, wearing personal how dental offices must be laid out, protective equipment, and performing State Boards, OSHA, local health de- hand hygiene). partments and professional standards The bottom line: The easiest and direct dental offices to maintain safety most reliable way to prevent cross and asepsis conditions that protect contamination between dental office patients and workers from exposure activities is to physically separate pa- to injury and illness. In other words, tient treatment areas, business office, safety standards are legally enforced, public space, dental lab, the kitch- and they are hard to meet if all those en, sterilization area, and employee activities are jammed into one area. lounge, and personal hygiene areas. The easiest way to prevent cross-contamination is to physically Proper disposal separate the activities. Offices should A few of my accounts have spaces dedicated to employee have begun using the in- personal hygiene, eating and perhaps office incubators to do resting. The dental lab can become their sterilizer biological very contaminated, and may generate monitoring. I was asked

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how to dispose of the used vials, and didn’t know what Related to the sharps risk, the outside of the vials is to say. Then I was shown a whole cabinet of stuff that thermal plastic and very strong. Inside, there is a thin glass the account was storing because she didn’t know how to vial, but the outside plastic should protect the glass from dispose of it. I told her of the waste pick-up company we escaping if the vial is crushed or broken. Again, the com- recommend, but she said her doctor didn’t want to pay for pany said the used vials, once sterilized, could be thrown it. So, can she just throw away the used vials? in the regular trash. If offices want to take the precaution of protecting the vials from crushing or damage, they may Check with local waste laws, which may vary be disposed of in the sharps container similar to anesthetic from county to county. The two concerns re- cartridges. (Remember, if anesthetic cartridges are put in lated to throwing the vials in the trash are risk the sharps container, that container should be incinerated of breaking a vial (creating a sharps hazard) rather than put in the land fill, because they may contain and potential exposure to pathogenic organisms from the anesthetic and possible aspirated blood.) inside of the vial. First, the organisms used are not haz- This question, however, is perhaps the tip of the ice- ardous. One of the largest companies that sells biological berg: your customer may have a bigger problem than just indicator (BI) vials provides a dual species BI containing disposing of used biological indicator vials. Is the office geobacillus stearothermophilus and Bacillus atrophaeus. disposing of other items such as sharps and traps legally? These organisms are not pathogenic. Second, the used vials The bottom line: Used BI vials are not hazardous have been sterilized, so only the soy substrate is left inside waste and can be thrown in the regular trash, or may be the vial, which is not hazardous. That material may simply placed in sharps containers to avoid the small risk that they be put in the trash. In the case of positive growth (sterilizer might break in the trash and cut someone. Positive growth failure), the company recommends that the office process BI’s should be sterilized as an added precaution before the vials in a validated sterilizer to kill the organisms as an disposing of them. Follow local regulations for waste dis- extra precaution prior to disposing of the vials. posal as well as the manufacturers’ directions. [FI]

www.firstimpressionsmag.com : First Impressions : April 2013 : 43 tech talk Guest writer: Dr. John Molinari, Director of Infection Control, THE DENTAL ADVISOR Hand Hygiene and Surface Hygiene: How do they relate?

n the dental practice, hand hygiene is the single most im- Hand hygiene is the single most portant infection-control procedure to prevent transmis- important infection-control practice in preventing person to person sion of microbial pathogens. Most dental professionals transmission of microbial patho- wash their hands or use alcohol based gels, liquids and gens. Organisms on the hands of Isprays between 20-30 times a day. Healthy, intact skin is the pri- healthcare professionals account for many of the over 2 million health- mary barrier to infection. Therefore, it is important for offices care-associated infections each year to use good products designed for the healthcare profession to in the United States. avoid dermatitis. How do you choose the cor- rect hand hygiene agent for dentistry? Surgical procedures obvious- ly require a higher level of cleaning than non-surgical patient treatment. Traditional soap and water or an an- ti-microbial soap and water designed for dental professionals is indicated when hands are visibly dirty or contaminated with blood or potentially infections material. If hands are not visibly soiled, an alcohol-based hand rub can be used. An important thing to consider is that many dental professionals develop skin ir- ritation due to frequent handwash- ing. Many products have been developed for the healthcare market that contain emollients that can assist in lubricating and reduce dermatitis issues such as Hand Essentials (Hu- Friedy), VioNexus Foaming Soap (Metrex), Moist SURE Lotion Soap (Sultan Healthcare). The second area that is of critical importance in reducing the spread of infection within the dental practice is

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Wipes are designed for single use on a surface. Incorrect practice of using wipes can spread pathogens to uncontaminated surfaces. The cleaning step is critical; all bioburden must be removed, otherwise the surface underneath is not truly disinfected. using surface disinfectants. Available in both spray form and When we train dental sales professionals, we advise wipes, surface disinfectants are effective in both disinfection them to observe in the offices they work with to iden- and cleaning. However, not all wipes are created equal. There tify areas of concern in the area of infection control. are different levels of disinfection. The key is using products These are basic procedures that should be followed that both clean and disinfect. Many offices use wipes incor- by dental offices, and often as offices become busier, rectly or spray incorrectly. The proper procedure is to clean proper training is not done. As a sales representative, first, and then disinfect. Unfortunately, many dental assis- you can identify opportunities not only for sales, but tants and dental hygienists are told to conserve and clean for the safety and comfort of the dental professionals an entire operatory using one wipe. Wipes are designed for you serve. For more information on our programs for single use on a surface. Incorrect practice of using wipes can sales representatives at THE DENTAL ADVISOR, spread pathogens to uncontaminated surfaces. The cleaning contact Jennifer Ireland at jennifer@dentaladvisor. step is critical; all bioburden must be removed, otherwise com, call (734) 665-2020 x107, or have us come to the surface underneath is not truly disinfected. your next regional or sales meeting. [FI]

www.firstimpressionsmag.com : First Impressions : April 2013 : 45 rep corner By Laura Thill Ready for the Curve One rep’s drive lands him a spot in professional baseball.

oining the Boston Red Sox was perhaps the toughest decision JAndy Priola ever made – and the toughest job he ever tackled. Still, it was his dream to play professional ball, and he knew in his heart this was an opportunity he couldn’t pass up. “I’m a pretty driven individual, and [growing up], playing sports was all I wanted to do,” he says. Indeed, he was recruited by several colleges to play football, and by several others to play baseball. And, once he agreed to pitch for Birmingham Southern College’s baseball team, he knew he was com- mitted to one day becoming a professional player. And the experience prepared him well for his new career as a sales rep for Atlanta Dental.

As fate would have it, Birmingham Southern College switched from the NAIA division to the NCAA Division I, which meant the team would be ineligible for play Priola’s senior year. He transferred to Faulkner University, and in June, 2002 – barely a month after graduation, he was drafted by the Boston Red Sox. “A lot of teams had contacted me [about playing baseball] and, ironically, before the draft, no one from the Red Sox had called. But, when the draft rolls around, any team can draft you. Once they had my rights, that’s Andy Priola and family. where I had to go.”

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But much had transpired in the last year, making his players are all very cordial and professional, there’s not a decision to move to Boston a difficult one. First, his sum- lot of team camaraderie. There may be 11 or 12 pitchers mer school classes and hard work enabled him to graduate on the team, and while one guy is pitching, the others are after his junior year of college, leaving him eligible to play hoping he fails so that they have a chance to move up [to one more year of college baseball. Even more importantly, the major league].” while at Faulkner, Priola met his wife-to-be, April, and the Indeed, pitching calls for more strategizing than the two married soon afterward. At this point, April was com- other positions in baseball. With each pitch, the pitchers mitted to her pharmacy graduate program at Samford Uni- must consider everything from which player on the oppos- versity in Birmingham, Ala. Joining the Red Sox – or more ing team is up to bat; which players are on base, and how specifically, their minor league team, the Lowell Spinners fast do they run; the game score; and what are the weather – meant living an hour outside of Boston. “So joining the and wind conditions. When he began pitching in college, Boston Red Sox was one of my biggest decisions,” he says. Priola pitched in the upper 80s (mph). “I topped out at “It was tough to leave a new bride 1,200 miles away.” about 93 mph. But, [my pitches] had a lot of movement, so I generally pitched in the upper 80s.” Minor league, major reality For a Southerner, the weather in the Northeast took a Let’s be clear: There are no huge signing bonuses for most lot of getting used to. “I grew up in Alabama,” says Priola. players starting out in minor league baseball. In fact, it’s “A cold winter day here is about 40 degrees. One time, often a money-losing deal. “We were paid $850 a month we were playing a game in Burlington, Vt. in July, and by (for in-season months only),” Priola recalls. Out of that, the end of the evening, it was 50 degrees. I was amazed. That time of year, it’s [usually] in the upper 90s in Alabama.” “Some guys are kept on That cold summer night in Burlington wasn’t the only bone- the team for a month, and chilling experience for Priola and some are kept on longer. It’s his team. “I joined the team a year after 9-11,” he says. “The year extremely cut throat. A player before, a couple of guys on the team were flying home to Cali- can walk in one day and be fornia at the end of the season. told he’s through.” They flew home September 4, – Andy Priola 2001, from Boston to LAX Air- port (in Los Angeles). Their flight players were expected to pay about $300 in housing fees number and departure time were exactly the same as the (they were put up in a university dorm), taxes and insur- flight that would hit the World Trade Center exactly one ance. “My paycheck was about $100 every other week,” he week later.” says. And, some of that went to paying the clubbie to clean Priola recalls one game in 2002, when his team played the locker room and wash their uniforms. “In the end, we in Staton Island. “The ball park sat on the water, across the lost money,” he points out. river from Manhattan,” he says. “The outfield skyline was Then, there’s the competition associated with playing where the towers used to be, and they were still clearing in the minor leagues, he continues. “In professional sports, away the rubble.” It was a very emotional scene, he adds. a player is like an asset or piece of property,” says Priola. “Some guys are kept on the team for a month, and some Family man are kept on longer. It’s extremely cut throat. A player can As passionate as he was about his baseball career, Priola’s walk in one day and be told he’s through. So while the dedication to his wife and future family was uncontestable.

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“Baseball was my dream, and I was doing very well,” he professional baseball]. I would always be away from home, says. After all, what’s not to like about rubbing shoul- traveling to games or recruiting new players. ders with the likes of Pedro Martinez, Manny Ramirez “So, I began exploring different career options,” he and other stars at spring training – memories Priola still continues. “I called an old friend, Chad Allen, who had enjoys today. thought about going to dental school at one time, but Still, “I realized this wasn’t [ultimately] decided to join the lifestyle for me,” he says. Atlanta Dental as a sales rep.” If he stayed with the sport, it The rest is history, he says. meant that each February he “Chad helped me get an inter- would have to leave for spring view with Atlanta Dental, and training and not return home thanks to the great team en- until the season ended at the vironment the company pro- end of October, he points out. vides, July will mark my fifth “Most games are played at night, anniversary. Atlanta Dental is a and I realized that if April and great company because of the I started a family, I’d miss my wonderful people who work own children’s activities and ball there. Whether it’s someone in “Baseball is extremely competitive. It taught me how to handle adversity, which can be intense in any sport. It taught me to develop the drive and desire to [bounce] back after things don’t go well.”

– Andy Priola

games. So, once again, Priola made “one of the most difficult customer service, another territory rep, or a vice president decisions of my life,” and, after a two-year career, chose to or CEO, everyone there truly does [what it takes] to help retire from baseball. He was 23. one another succeed. There’s great camaraderie, and it be- “At this point, my wife still had one year of pharmacy comes contagious.” school left, so we were tied to the Birmingham area,” he Short-lived as it was, his baseball career prepared continues. “For a while, I taught high school algebra II and Priola well for a sales career. “Baseball is extremely com- trigonometry and thought I’d see how I liked teaching and petitive,” he explains. “It taught me how to handle ad- coaching.” After April finished her graduate degree, the versity, which can be intense in any sport. It taught me couple moved to Montgomery, where he coached baseball to develop the drive and desire to [bounce] back after at Faulkner University for three years. “While I was coach- things don’t go well.” It’s that fortitude, he adds, that has ing at Faulkner, we had our first child,” he says. “After enabled him to make a smooth transition into his sales three years, my wife was pregnant with our second child, career – one he looks forward to cultivating for many and I realized this would be the same thing [as playing years to come. [FI]

50 : April 2013 : First Impressions : www.firstimpressionsmag.com people

Dentsply announces Dolan as with easy-to-understand information about IPS e.max, new VP and chief clinical officer a leading metal-free esthetic dental treatment. The web- Dentsply appointed Teresa A. Dolan as its new VP and chief site features nine real-world men and women who trans- clinical officer, effective June 2013. Dolan has held the position formed their own smiles and lives with IPS e.max®, and of dean at the University of Florida (UF) College of Dentistry also serves as a comprehensive resource for dentists, for the past 10 years, and was a part of the faculty there for the laboratories and especially patients who are interested in past 24 years. She served as an associate director of a joint medi- improving their smiles. This new website shows today’s cine and dentistry geriatric fellowship program and as the asso- dental consumers that it’s never been easier for them ciate dean for education. Dolan will provide strategic direction to have the attractive and healthy smile they’ve always for global Dentsply professional education activities and work wanted. Smile to the Max visitors will learn all about IPS with businesses to support clinical initiatives and strategies. The e.max, which can help improve smiles anywhere from dental college will begin a national search for Dolan’s successor. fixing discolored or stained teeth, to correcting crooked, chipped, or decayed teeth and much more. Smiletothe- Ivoclar Vivadent launches max.com explains the treatment process from start to Smile to the Max™ Patient Website finish, which can involve changing as little or as much as Ivoclar Vivadent announced the launch of its new web- is desired, depending on how patients want to maximize site, www.smiletothemax.com, which provides consumers their smile.

New COLTENE Appointments

Summer Greer: Territory Manager Brady Hutchinson: of Dallas/Austin, Texas and Associate Product Manager Shreveport, La. Hutchinson has a diverse background in She has previously worked in real estate and product development and product manage- small business services. She comes to her new position ment. He received his BS International Business from The with more than five years of successful experience. University of Akron and is currently working towards his MBA in Strategic Leadership. Xavier Faure: Territory manager, Northern Virginia, Maryland and Andrea Zaratsian: Marketing Assistant Washington D.C. Zaratsian is a recent graduate from The Uni- Faure has over six years of sales experience versity of Akron with a bachelor’s degree in and most recently worked in the financial services industry. Public Relations and an Associate’s degree in Sales & Marketing. She is delighted to continue her profes- Frank Reid: Territory Manager, sional career in the dental industry San Diego/ Orange County, Calif. He has six years of experience in distribution sales and territory management.

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

www.firstimpressionsmag.com : First Impressions : April 2013 : 51 people Henry Schein New Appointees

Ben Davis: Fields Sales Consultant. Davis Brian Burke: Exclusive Products Specialist. will represent Henry Schein Dental at its Burke will represent Henry Schein Dental at center in Little Rock, Ark. He has 17 years its center in Pine Brook, N.J. He was previ- of experience in the dental industry and was ously a sales representative for Henry Schein previously employed as a dental sales man- Medical. Burke received his B.A. from Uni- ager. Davis received his B.A. from the Uni- versity of North Carolina at Chapel Hill. versity of Arkansas. Jeff Newton: Exclusive Products Specialist. Durrell Johnson: Fields Sales Consultant. Newton will represent Henry Schein Den- Johnson will represent Henry Schein Dental tal at its center in Garnet Valley, Pa. He has at its center in Alabama. He has three years 10 years of experience in the dental indus- of experience in the dental industry and was try and was previously employed as a dental previously employed as a dental sales pro- implant specialist. Newton received his B.S. fessional. Johnson received his B.S. from LA from Towson University. Tech University. Chris Stromdahl: Exclusive Products Robert H. Walker: Fields Sales Consultant. Specialist. Stromdahl will represent Henry Walker will represent Henry Schein Dental at Schein Dental at its center in Auburn, Wash. its center in Richmond, Va. He has 38 years He was previously employed as a sales pro- of experience in the dental industry and has fessional. Stromdahl received his B.A. from held positions as a dental equipment specialist the University of Washington. and as a dental university manager. Walker currently serves as executive board member at the Dan Sinksnel: Exclusive Products Special- Virginia Dental Association Foundation. ist. Sinksnel will represent Henry Schein Dental at its center in Long Island, N.Y. He Bill Johel: Exclusive Products Specialist. Jo- was previously employed as a sales profes- hel will represent Henry Schein Dental at its sional. Sinksnel received his M.B.A. and B.A. center in Charlotte, N.C. He was previously from CW Post-Long Island University. employed as a sales professional. Nadia Abrahams: Exclusive Products Brad Pingle: Exclusive Products Specialist. Specialist. Abrahams will represent Henry Pringle will represent Henry Schein Dental Schein Dental at its center in Ashburn, Va. at its center in San Francisco, Calif. He has She was previously employed as a sales pro- two years of experience in the dental indus- fessional. Abrahams received her B.A. from try and was previously employed as a den- Old Dominion University. tal sales manager. Pringle received his B.A. from Notre Dame de Namur University. Mathias Dunwoody: Field Sales Consul- tant. Dunwoody will represent Henry Schein Jessica Madonia: Exclusive Products Spe- Dental at its center in Ashburn, Va. He has cialist. Madonia will represent Henry Schein seven years of experience in the dental in- Dental at its center in Chicago, Ill. She has dustry and was previously employed as a two-and-a-half years of experience in the dental project coordinator. Dunwoody re- dental industry and was previously employed ceived his B.S. from Howard University. as a dental administrative assistant.

52 : April 2013 : First Impressions : www.firstimpressionsmag.com Brett Graeff: Field Sales Consultant. Tony Benuzzi: Field Sales Consultant. Graeff will represent Henry Schein Dental Benuzzi will represent Henry Schein Dental at its center in Philadelphia, Pa. He previ- at its center in Orange County, Calif. He was ously worked in patient financial services previously employed as a sales professional. at a health center. Graeff received his B.S. He received his B.S. from California State from Penn State University. University Chico.

Mike Bianco: Field Sales Consultant. Bianco Andrew Bose: Field Sales Consultant. Bose will represent Henry Schein Dental at its center will represent Henry Schein Dental at its in Seattle, Wash. He was previously employed center in West Palm Beach, Fla. He received as a physician sales consultant. Bianco received his B.S. from Florida State University. his B.S. from the University of Oregon. Jennifer Saari: Field Sales Consultant. Saa- Vaneeda Trukowski: Fields Sales Consul- ri will represent Henry Schein Dental at its tant. Trukowski will represent Henry Schein center in Philadelphia, Pa. She was previous- Dental at its center in West Palm Beach, Fla. ly employed as a sales representative. Saari Trukowski has a year of experience in the received her B.S. from Syracuse University. dental industry and has held positions as an oral care specialist and a sales representa- Corey Nimety: Field Sales Consultant. Nim- tives. Trukowski received her M.A. from the ety will represent Henry Schein Dental at its University of Central Florida. center in Los Angeles, Calif. He was previously employed as an insurance agent. Nim- Diego Rosas: Field Sales Consultant. Rosas ety attended the University of Detroit Mercy. will represent Henry Schein Dental at its center in Houston, Texas. He was previously em- Lisa Becerra: Field Sales Consultant. ployed as a sales professional. Rosas received Becerra will represent Henry Schein Den- his B.A. from the University of Houston. tal at its center in San Francisco, Calif. She was previously employed in the hospitality Brian Hickman: Field Sales Consultant. industry. Becerra received her B.S. from Ha- Hickman will represent Henry Schein Dental waii Pacific University. at its center in Dallas, Texas. He was previously employed as a sales representative. He Angella Heiber: Field Sales Consultant. received his B.A. from Ball State University. Heiber will represent Henry Schein Dental at its center in Portland, Ore. She has three Mustafa Albassleh: Field Sales Consul- years of experience in the dental industry tant. Albassleh will represent Henry Schein and was previously a dental equipment sales Dental at its center in Los Angeles, Calif. He specialist for Henry Schein. Heiber received was previously employed as a sales manager. her B.S. from Texas Christian University. Albassleh received his MBA from Chapman University. Lyrra Vargas: Field Sales Consultant. Var- gas will represent Henry Schein Dental at James Lipsey: Field Sales Consultant. its center in San Diego, Calif. She was pre- Lipsey will represent Henry Schein Dental viously employed as a sales professional. at its center in Seattle, Wash. He received his Vargas received her B.A. from San Diego B.A. from the University of Cincinnati. State University.

www.firstimpressionsmag.com : First Impressions : April 2013 : 53 people

Ryan Macomb: Field Sales Consultant. Cody Reynolds: Field Sales Consultant. Macomb will represent Henry Schein Den- Reynolds will represent Henry Schein Den- tal at its center in Portland, Ore. He has four tal at its center in Houston, Texas. He was years of experience in the dental industry previously employed as a sales and service and was previously employed as an office representative. Reynolds received his B.B.A. manager for a dental practice. Macomb at- from Texas State University. tended Oregon State University. Audrey Stern, R.D.H.: Field Sales Con- Julie Copeland: Field Sales Consultant. sultant. Stern will represent Henry Schein Copeland will represent Henry Schein Den- Dental at its center in Cleveland, Ohio. She tal at its center in Pittsburgh, Pa. She was has 17 years of experience in the dental in- previously employed as a sales representa- dustry and was previously employed as an tive. Copeland received her B.S. from the office manager at a dental practice. Stern University of Pittsburgh. received her B.S. in dental hygiene from West Liberty University. Mark Medford: Field Sales Consultant. Medford will represent Henry Schein Dental Jason Jackson: Field Sales Consultant. at its center in Minneapolis, Minn., and was Jackson will represent Henry Schein Den- previously employed as a unit sales manager. tal at its center in Louisville, Ky. He has 13 years of experience in the dental industry Max Lane: Field Sales Consultant. Lane will and was previously a digital dental technol- represent Henry Schein Dental at its center ogy specialist for Henry Schein. Jackson at- in Minneapolis, Minn. He was previously em- tended California State University Stanislaus. ployed as a medical sales representative. Lane received his B.S. from Bradley University. Jim Hagan: Field Sales Consultant. Hagan will represent Henry Schein Dental at its Jeramy B. Graham: Field Sales Consultant. center in Philadelphia, Pa. He was previ- Graham will represent Henry Schein Dental at ously employed as a business development its center in Dallas, Texas. He was previously em- specialist. Hagan received his B.S. from Penn ployed as a sales representative. Graham received State University. his B.A. from the University of Cincinnati. Heather Brown: Field Sales Consultant. Shantay M. Taylor: Field Sales Consultant. Brown will represent Henry Schein Dental Taylor will represent Henry Schein Dental at at its center in Oklahoma City, Okla. She its center in Charlotte, N.C. He was current- has five years of experience in the den- ly employed as a territory service represen- tal industry and was previously a regional tative. Taylor received his B.S. from North operations manager. Carolina State University. Cal Mitchell: Field Sales Consultant- Leigh Ann Peterson: Field Sales Consultant. Mitchell will represent Henry Schein Den- Peterson will represent Henry Schein Dental at tal at its center in Knoxville, Tenn. He was its center in Salt Lake City, Utah. She has six years previously employed as a sales professional. of experience in the dental industry and was pre- Mitchell received his B.A. from The Uni- viously employed as a dental assistant. Peterson versity of Southern Mississippi. received her B.S. from Weber State University.

54 : April 2013 : First Impressions : www.firstimpressionsmag.com Traci Usher: Field Sales Consultant. Usher David A. Bullock: Field Sales Consultant. will represent Henry Schein Dental at its Bullock will represent Henry Schein Dental center in Las Vegas, Nev. She has two years at its center in Los Angeles, Calif. He was of experience in the dental industry and previously employed as an account manager. was previously employed as a territory sales Bullock received his B.A. from California manager. Usher received her B.S. from Or- State University Los Angeles. egon State University. Mike Jedlicka: Field Sales Consultant. Emily Farrell: Field Sales Consultant. Jedlicka will represent Henry Schein den- Farrell will represent Henry Schein Dental tal at its center in Anchorage, Ala. He was at its center in Raleigh, N.C. She was pre- previously employed as a product manager. viously employed as a sales representative. Jedlicka received his B.S. from the University Emily received a B.A. from North Caro- of Oregon. lina State University.

Patterson Dental Sales Graduates

Elizabeth Clark Lesa Curley Bobby Dimovski Keith Frank Lindsay Hainzinger

Glen Huber Blake Joeckel Elizabeth Kardel Erika Leighton James Marvin

Justin Philo Michael Rarrat Theron Watson Chris Wittneben Michael Zappone

www.firstimpressionsmag.com : First Impressions : April 2013 : 55 products

Keystone introduces Itsoclear clasp “rotary when you want it and reciprocation when you need Keystone Industries an- it.” To learn more about Axis|SybronEndo’s TF Adaptive nounced the new product System and Elements motor featuring Adaptive Motion Itsoclear, a high quality, Technology, visit www.tfadaptive.com. clear clasp. Itsoclear is a thermoplastic nylon mate- SDI launches Riva Bond LC rial that is molded into a SDI Limited announced formed clasp. The product the launch of Riva Bond allows for repair of a clasp LC, a 9th generation of in less than four minutes adhesives that dramatically with a cosmetic appeal reduces the polymerisation unlike any other clasp on stress caused by composites the market, according to shrinking. Riva Bond LC is the company. Itsoclear saves bench time while producing a universal light cured adhesive for direct restorations. Until a higher quality dental aesthetic clasp that customers will now, dentists have had no choice but to place a composite appreciate. Because of its clear properties, there’s no more that they know will shrink and not be able to do anything noticeable metal clasps; instead there’s just a nearly invis- about it. Riva Bond LC’s unique Stress Reduction Technolo- ible clear piece. Other Itsoclear features: Crystal clear, will gyTM incorporates bioactive ionglassTM technology with not lose clarity; Easy adaption; Non-abrasive, tooth bear- advanced glass ionomer resin technology ensuring minimal ing; Easily adjustable, dentists can even adjust chairside if stress at all bonding interfaces. For more information visit needed; No injection machines or hand-held injectors re- www.sdi.com.au. quired; Perfect for new partial dentures as well as repairs and replacing metal clasp; Can create anterior clasp. For more Ivoclar Vivadent introduces OptraSculpt Pad information, visit www.keystoneind.com Ivoclar Vivadent’s Op- traSculpt Pad is a new Axis|SybronEndo launches modeling instrument TF Adaptive system and Elements motor featuring foam pad Axis|SybronEndo attachments designed announced the launch for the non-stick of the TF Adaptive placement of composite materials. This instrument allows system and Elements composite filling materials to be placed and shaped with motor. This new NiTi ease and efficiency. OptraSculpt Pad is particularly suited endodontic file sys- for the placement of Class III, IV and V restorations and tem incorporates a direct veneers. The non-stick surface of OptraSculpt Pad universally recognized enables composite filling materials to be shaped and con- color coding system to toured without pull back or leaving any unwanted marks. simplify file selection. Smooth and even surfaces can be achieved with ease and The innovative mo- efficiency. Natural-looking results are easy to accomplish tor utilizes Adaptive in anterior and cervical restorations due to the special pad Motion Technology to adapt file rotation to individual doc- attachments. The highly flexible synthetic foam material tor and patient; providing a greater path of accuracy and a optimally adapts to any tooth shape and allows the fill- simplified process for cleaning, shaping, and filling the root ing to be contoured smoothly. For more information, visit canal. Axis|SybronEndo’s promise to dentists is to provide www.ivoclarvivadent.com.

56 : April 2013 : First Impressions : www.firstimpressionsmag.com By Gary W. Price, Dental Trade Alliance CEO Understanding Your Target Customer s a sales representative, you are always looking for information comes from years of interviews, better ways to understand and connect with your surveys and Strategic Data Marketing focus groups. Atarget customer. At this year’s Midwinter Meet- • What sales and marketing strategies seem to be ing in Chicago, the Dental Trade Alliance’s World Dental most effective in influencing product trials. These Trade Conference provided industry leaders with a great working strategies can most effectively convince a opportunity to gain more information and data about the dentist to try or adopt a new product or technology. utilization trends affecting their customers. Also lecturing at the World Dental Trade Conference was During the Feb. 20 conference held at the Hyatt Regency Marko Vujicic, managing vice president of the ADA Health – McCormick Place, Strategic Data Marketing Vice Presi- Policy Resources Center. Vujicic was one of the lead authors dent Richard Fishbane shared the market data trends that of a study on the utilization of dental care in the United are affecting your company. He shared buying States and he discussed his findings with attendees. and procedure trends by dental offices, which In the 2012 study published in the Journal of Den- he had broken down into regions using new tal Education, Vujicic and his co-authors exam- zip code software. In addition, Fishbane ined trends in one major driver of oral health discussed new products and technologies care utilization: insurance coverage. and offered insights into the health of the “The results suggest that the recent eco- dental practice in terms of appointments, nomic downturn did not result in a significant bookings and payment. Some of the high- overall decrease in the utilization of dental ser- lights from Fishbane’s presentation include: vices. Rather, the findings suggest an earlier decline • Segmentation of U.S. dentists by practice from 2003 to 2008,” according to the article’s abstract. “The profile characteristics and demographics. This authors report that the overall trend masked significant vari- information can help you better understand how ation by age and poverty level. Among children, there was key characteristics and demographics translate into steady growth in utilization from 1997 to 2010. This appears certain purchasing patterns. to have coincided with a shift away from private insurance • Identification of prime drivers in order to improve toward public coverage and a significant drop in the per- the efficiency of sales and marketing initiatives. An centage of uninsured children.” example would include growing practices in areas of The World Dental Trade Conference is DTA’s premier the country that are experiencing population increases. educational event. Held on the Wednesday before the Chi- • How dentists decide to adopt new products or cago Midwinter Meeting every year, this conference addresses switch brands of products. This is research that some of the most important issues affecting our trade, as well Strategic Data Marketing has uncovered from a as strategies for growing one’s business. Discover other ways large number of surveys and years of focus groups. the Dental Trade Alliance can help you and your business on • What the key purchase influences are. This DTA’s website at www.dentaltradealliance.org. [FI]

To reserve exhibit space or for questions about the IDS opportunity, please contact DTA at 703-379-7755. Be sure to friend us on Facebook (http://www.facebook.com/pages/Dental-Trade-Alliance/160917053994300) and follow us on Twitter at @DTANews for all the latest IDS-related information.

www.firstimpressionsmag.com : First Impressions : April 2013: 57 Dental Office Horror Stories By Bill Neumann e had a great thread a while back on Dental- Reply by Anonymous Rep 2: SalesPro.com entitled “Dental Office Horror Don’t forget that same compressed air powers the water out of WStories.” I’ve had a couple requests to publish the “sterile water system” – how’s that for scary? Remember the these stories, so the following is a discussion. old dry vacs that exhausted bacteria-laden air directly into the One note, the names have been deleted to protect the in- office? Those were real gems. I have been a dental equipment nocent. You can read the entire thread at http://www.dental- tech for 35 years. Whenever I designed a new office, I sealed salespro.com/forum/topics/dental-office-horror-stories or go the air intake of the compressor, so it only drew air from the air to www.DentalSalesPro.com and search “dental office horror.” conditioner return duct. I did the same on offices I worked in when it was possible. From the Dental Office Horror Stories Reply by Anonymous Rep 3: thread on DentalSalesPro.com How about an Ortho office that hand scrubs their instruments Here is a great topic. We all have a dental office horror instead of using an ultrasonic cleaner and uses a – brace your- story or two, or maybe more than that. Anything that you self (no pun intended) – toaster oven instead of a dry heat ster- would deem horrific – a nasty receptionist, a dirty office, a ilizer? I can almost hear the assistant apologizing to the patient dangerous dentist, you name it, but I am sure you all have for the burnt pita pocket particles stuck to the ortho pliers. one or two that immediately come to mind. Reply by Anonymous Rep 4: I had a couple of offices using toaster ovens. It used to make Reply by Anonymous Rep 1: me sick. It’s unbelievable that a dentist would risk a major I was asked by a very supportive dealer to visit a dental potential lawsuit, not to mention compromise patient and office to look at the doctor’s dry vacuum system. The staff health to save a few bucks. I also had one office (very problem was simple; the doctor had a disreputable service small, one op) using a large ShopVac as a vacuum system. tech replace the expeller pump. He neglected to correctly Reply by Anonymous Rep 5: re-seat the gasket, and the result was that rather than go- Gross. Shouldn’t you report them to the state dental soci- ing down the drain, the oral fluids were being forcefully ety and board of dentistry? That’s just awful. sprayed inside the mechanical room. The worst part was that much of the nasty “fluid” was pooled inside the air Stay tuned for the next installment, which will be in our intake filter for the compressor. Think kindly of the Den- June print issue. If you have any dental office horror stories tal Service Techs who work in the mechanical rooms every you’d like to share, email me at [email protected]. day. Think about it – a dark, hot mechanical room, about We will keep your identity confidential. the size of a hall closet, with the air compressor sucking bacteria (and worse) from that pool of “fluid,” powering Happy Selling, the hand pieces and syringes inside the mouth. Bill Neumann, Dental Sales Pro

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