10 Questions: Leo Pranitis

March 21, 2012
Issue 4

01 Tell us about the Kerr process. How do you get from a good idea to a good product launch?

01 Tell us about the Kerr process. How do you get from a good idea to a good product launch?

We’ve been credited with a long history of firsts in bringing unprecedented technologies to market, but we didn’t get there by ourselves. Every product Kerr creates begins with the dentist. We listen to our customers. Then we take those ideas and develop breakthrough technologies supported by direct access to Research & Development, dynamic product road mapping and cutting-edge marketing strategies. Our market share speaks for itself.

02 What benchmarks do you have for the science behind a product before launch?

We believe in a strong emphasis on R&D. One of the things you’ll see in coming years is increased spending, both on scientists and external third party support. Our doctors demand it. It is their expectation that we spend a significant amount of money, time and energy to prove these products can stand the test of time in the operatory. Our goal is to redefine the standard and become the benchmark for listening, product innovation and stepping outside convention to bring groundbreaking products to market.  

03 How did these factors come together leading up to the introduction of Vertise Flow?

Vertise Flow was built on a powerful foundation of Kerr’s renowned OptiBond adhesive technology and decades of expertise in composite innovation, both of which come together in Vertise Flow.

04 How does this product fit into your wider plan for the global self-adhering platform?

We’re so excited about Vertise Flow that it would be logical to expect that the dental community will see additional products that build on this technology.  

05 What other new product developments can we expect?

You can look for new product launches or line extensions through 2010 and into 2011 in many of our core competencies such as composites, bonding agents, impression materials and cements. We don’t sit idle-our pipeline is full.

06 What expectations come with a brand like Kerr?

Dentists expect that we spend money and make time to prove our products in a clinical setting. They expect that the product will do what we say it will do, and that we’ll bring something new to the table-not just the same product they can get from any other manufacturer.

07 You have affiliation with the Sybron Dental Specialties brand. How does this benefit the dentist?

There is tremendous brainpower within the Sybron organization, with experienced professionals across disciplines who deeply understand the industry and its customer base. The dentist benefits because this environment allows a great number of ideas to be vetted so that what we deliver in the end is a better product.

08 How do you view your customer base?

I believe we serve three main customers: the dentist, the distributor and our Kerr sales reps. Why? In developing a product we have to engage all three of those groups. We’re working not just with dentists, but also with the people interacting with the dentist and the product on a daily basis.

09 What does interaction with dealers and reps entail?

During the development process there are different points along the timeline when we engage the dealer community. Their input is valuable in helping glean the needs being voiced in the market so we can differentiate and cut through the noise. We also try to engage our field sales team often and early in the process. They help us organically grow what the message should be to the dentist.

10 How do these relationships ultimately affect the dentist?

The dealer community has more mindshare of the doctor than we do. So engaging the dealer rep, the sales rep, in a shared development and educational process-we can better serve the dentist at the end of the day.