10 Questions: DENTSPLY Prosthetics

March 21, 2012

Issue 6

01. DENTSPLY Prosthetics launched a new branding campaign this year. Can you tell us why?

01. DENTSPLY Prosthetics launched a new branding campaign this year. Can you tell us why?

Part of DENTSPLY’s 110+ years longevity is rooted in its ability to recognize and adapt to change. We recognize the transforming impact that two major dynamics-digital technology and economic pressures-have had on the dental industry. As a key provider of leading products, digital solutions and manufacturing services, we view this time as an important opportunity to realign our business priorities and resources to better position our customers and ourselves for future growth.

02. How will the company deliver to this objective?

By partnering more closely with our laboratory customers, and providing them with an innovative stream of product and service tools that integrate for system solutions to meet the new market demands. These collective resources allow labs to “Lab Smarter.SM

03. What is Lab SmarterSM?

We are energizing our entire organization around this mantra. “Lab SmarterSM” conveys that DENTSPLY Prosthetics is available with products, services and support to help labs do their jobs more productively, more cost-efficiently and more reliably, especially in the face of challenging times. Our organization is poised to serve customers better, faster and more efficiently.

04. What challenges do labs face that your company can help with product and service support?

Labs need easy-to-produce, repeatable, consistent quality restorations. Our DENTSPLY Ceramco® iC integrated ceramic system offers the simplicity of ONE-veneering porcelain, ingot, paste opaque and stain & glaze for exquisite PFM, all-ceramic and press-to-metal restorations. This system helps labs save time and money, with predictable outcomes. Technical support ensures an easy system adoption and maximizes esthetic results.

05. What specific types of Lab SmarterSM support does DENTSPLY Prosthetics provide?

DENTSPLY provides one of the industry’s most comprehensive menus of lab support services before, during and after the sale including:

  • Sales & Technical Support-a team of more than 100 advisors strong

  • ProficienCESM Continuing Education-offering 225+ programs annually for laboratory technicians and dentists

  • R&D Investment-DENTSPLY International introduces 30+ products each year, addressing the clinical and patient needs throughout the life cycle of the tooth. These products are released through a rigorous global process that takes into account all relevant clinical, user and regulatory issues, ensuring launch of safe, effective and quality products.

06. How does this differ from before?

Historically, DENTSPLY Prosthetics has been a product manufacturer. Today, dental professionals partner with us for more than products. By drawing upon the strength of our diversified centers of excellence, we provide integrated solutions for dental laboratories so they can serve all the dentists’ and patients’ prosthetics needs.

07. How does this support benefit the lab customer?

We can offer labs the unique benefit of access to the DENTSPLY centers of excellence. For example zirconia competency at DENTSPLY DeguDent (Germany), precious metals refining at DENTSPLY Elephant (Netherlands) or implants at DENTSPLY Tulsa Dental Specialties (Oklahoma, USA). This ensures that combined core competencies result in a superb product (restorative) solution. 

08. Can you provide an example of an integrated solution?

DENTSPLY Prosthetics offers Complete Fixed or Removable Solutions, including:

Implant Overdenture Bars. Starting with Compartis® ISUS bars, supported by DENTSPLY Xive® or Ankylos® implants, processed with Lucitone 199® denture base resin, and finished with Portrait® IPN® denture teeth.

Fixed Implant Bridge. Starting with Compartis® ISUS bridges, designed with Cercon® art software and supported by DENTSPLY Xive® or Ankylos® implants, the restoration can be finished with Ceramco® iC integrated ceramics.

09. How have customers received the new branding campaign?

In Chicago 2011, a survey was conducted with dental labs to gauge their reaction to the campaign launch. Customers indicated that the Lab SmarterSM message speaks to what they are presently experiencing. They also believe DENTSPLY can and wants to partner with them to help make their businesses more successful.

10. Can you give a customer example of “Lab SmarterSM” in action?

Yes, I can. Among many customers, Porter Williams, CDT, and co-owner of Dental Prosthetics in Tucson, Ariz. knew his patients valued natural-looking smiles, but shading restorations is a complex and time consuming process. Then he discovered Ceramco® iC porcelain. According to Porter, “The versatility is far beyond any of the other systems we’ve used. It seems every case we work on is due now or due yesterday. So, to have time-saving elements is really priceless to us. Time, after all, is money.”