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Patients 'cried tears of joy' after DMG America's Icon treatment

Dental Products ReportDental Products Report-2012-06-01
Issue 6

DMG America President George Wolfe talks Icon and Luxatemp Ultra dental products.  

DMG America President George Wolfe talks Icon and Luxatemp Ultra dental products.


How long have you worked in the dental industry?
I have actually been around the dental industry for my entire life. My father, Herb Wolfe, has been a key figure and entrepreneur in the industry for more than 40 years. My start in the industry came about 15 years ago working for a distributor in New York City. Since then, I have worked in virtually every type of position on both the manufacturing and distribution sides of the business.

What prepared you for your current position of President of DMG America?
Working my way through the warehouse, sales, marketing and product development areas allowed me to see a business from the inside out. It gave me an appreciation of the challenges and successes at each level of the company. I also have been fortunate to have had several mentors in my career who have helped shape who I am today.

How long has DMG America been in the dental industry?
DMG America has been manufacturing and distributing restorative dental materials for almost 30 years. This company has a great history of bringing innovative, first-of-their-kind products to the market. Luxatemp was the first automix temporary crown-and-bridge material introduced more than 20 years ago, and it continues to lead the market today. We also introduced LuxaCore, the first automix core build-up material. Most recently we brought Icon, the first caries infiltration material, to market.

What exactly is Icon and how does it work?    
Icon is a major breakthrough in micro-invasive technology that fills, reinforces and stabilizes de-mineralized enamel without drilling or sacrificing healthy tooth structure. It works by infiltrating an incipient lesion with a light-cured resin, which creates a diffusion barrier. This arrests the progression of the lesion, ultimately increasing the life expectancy of the tooth. Icon provides an esthetic alternative to micro-abrasion and other restorative treatments for cariogenic white spot lesions including post-orthodontic patients who have white spots where brackets were removed.

How does this product fit within the dental practice?
Dental professionals can now treat a potential problem at the point of discovery rather than waiting until it becomes a bigger issue. Icon offers a minimally invasive treatment that is proactive instead of reactive. It is for this reason that we say Icon bridges the gap between prevention and restoration.

This past March, DPR featured Icon in the Patient Perspective column. Have you seen many positive reactions like this from patients?
Yes, we have seen a lot of positive reactions, and they are amazing and overwhelming. I am happy to say that it has become almost commonplace to hear that patients have “cried tears of joy” upon the removal of their white spots with Icon. It’s truly gratifying.

Icon has had its share of mass media attention as well. Can you elaborate?
After its launch, Icon was quickly recognized as a unique new technology with clear patient benefits, and as such, has been covered by some of the world’s most well known media outlets. It was featured in Readers Digest, Popular Science, and on National Public Radio and Fox News. It was spotlighted twice on the medical television show “The Doctors” along with countless websites, regional television news spots and newspaper articles.

How has Luxatemp Ultra been received by the market? Why did you seek to improve an already market-leading product?
Luxatemp Ultra has been extremely well received by the industry. By winning many of the industry’s top evaluation awards, Ultra has continued its legacy as the provisional crown-and-bridge material of choice by many of the industry’s top clinicians. The Luxatemp line has always had the esthetics, handling and workability clinicians need. When people think of DMG America, they think of Luxatemp. With the introduction of Luxatemp Ultra, clinicians can have even greater confidence that they are getting the flexural strength they need to ensure success.

We recently learned of the federal court injunction you received against a gray market dealer. Why is the gray market battle so important to you and your company?
Gray market products are a danger to everyone involved in dentistry, from manufacturers to patients. Products sold on the gray market are often tampered with, altered or subjected to adverse handling conditions. We want to make sure the product that bears the DMG logo is legitimate, safe and effective.

What are you most proud of in terms of DMG America’s role in helping dentists provide better care for their patients?
We constantly seek to bring products to market that solve the dental practitioners’ needs and help them be more efficient, more productive and more creative. I am incredibly privileged to have dedicated, talented and caring team members sharing my goals of providing unparalleled service to our customers.

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