SDI embraces broad-ranging reforms while staying committed to local manufacturing
 
By Danny Chan
 
There comes a time in the life of every company the need to reinvigorate and refocus its business for the future. This applies to even the most successful companies from Netflix to Amazon to Apple, all of which have famously undergone major transformations to keep up with technology, customer trends and market changes.
 
In the dental orbit, change is afoot for one of our industry’s most celebrated companies: Australia’s very own SDI is in the midst of a big transition. If you have been paying attention, you would already have noticed significant changes made to its product images, brochure design and packaging – right down to logo design. They stem from a total rebranding exercise that extends from SDI’s corporate look and feel through to all of the company’s major product lines and marketing collateral.
 
More than a cosmetic makeover, Adrian Atyimas, SDI’s Sales Manager for Australia and New Zealand, says the company is implementing ongoing and broad changes across the business spectrum: 
“SDI is committed to continuous improvement and optimising outcomes and has identified several opportunities across the business to achieve these goals; from changing reporting structures and streamlining production processes to creating new roles and functional teams, recruiting new talent and harnessing and upskilling the talent that lies within.”

“As a global business we are implementing technology to standardise information sharing and processes to enable us to simplify communication and logistics within and external to our business. We are bolstering the foundations of our business in order that we achieve our short, medium- and long-term vision: Pioneering and driving the science of dentistry.”

It is not an exaggeration to claim SDI as one of the most beloved homegrown companies in the region; its evergreen product lines always find a ready and appreciative audience in Australian dentists. To the Aussie dental community, SDI will always be the company that gave us such familiar brands like Pola and Riva. Even as these products continue to thrive at home, we forget that they are also well received overseas. Until, of course, we are reminded that 90% of SDI’s indigenous production is exported and sold into 110 countries.

The Pola professional teeth whitening range, for example, continues to lead both here in Australia and across several global markets, most notably the UK. Adrian adds that Pola’s Australian marketing gained considerable traction from cross-platform exposure this year:

“Our partnership with the Miss Universe Australia pageant has enabled us to market the Pola brand through social media channels to combat ineffective, poor quality and misleading OTC products, whilst educating the importance of visiting the dentist for a professional whitening result,” Adrian says.

Meanwhile, the Riva range of GIC’s continues to grow with Riva Light Cure, which he adds, is “a real standout in innovation providing clinical, economic and processing benefits underpinned by several unique features.”

Referring to their composite range as “the sleeping giant of (SDI’s product) categories”, Adrian highlights two aesthetic lines: Aura, the simplified high-end range; and Luna, the company’s universal vita shaded range.

“Both these lines have a growing clinical following both across Australia and New Zealand and across other key global markets.”

Of course, the biggest question regarding SDI’s ongoing reforms is whether they will impact Australian dentists and if customers can expect new offerings?

Adrian began his response by emphasising the company’s proud Australian roots – backed by their insistence to locate an R&D base in Melbourne.

“We have a world class, highly trained and educated team of scientists that are continuously working on our pipeline of new products.”

Beyond R&D, Adrian believes that being a local manufacturer actually delivers “tangible benefits” to Australian customers:

“We can provide products with the longest possible shelf life and minimise backorders. Without expensive import costs, we are able to pass on the savings directly to our customers to provide exceptional value across our range of manufactured products.”

The local advantage also applies in the arena of continuing education, where SDI harnesses its global network of clinical educators to host regional education and product training courses, featuring the likes of Professor Laurence Walsh, Dr Marcelo Alves, Dr Andrew Brostek, Professor Edward Lynch and most recently Dr Linda Greenwall.

“Our aim is to provide education and training supported by the latest clinical science whilst providing new techniques and clinical protocols to overcome clinical challenges and improve and optimise clinical outcomes.”

As for new product rollouts, he effuses: “We are currently launching our latest flowable composite Aura Easyflow to complement our Aura restorative composite range. The range offers easy shade matching, strong mechanical properties and high visibility on radiographs.”

“We are also launching Zipbond, our new Universal Adhesive, that offers protection against clinical variability by providing consistent bond strengths across all dentine and enamel bonding techniques.”

Not forgetting the company’s better-known product lines, other upcoming releases include categories like Glass Ionomer Cements (Riva), teeth whitening (Pola) and small equipment.

“However, these new innovations remain ‘top secret’ at the moment. Suffice to say, we will have some exciting new products to announce over the coming years.”

Circling back to SDI’s proud “Australian Made” stance in light of its ongoing transition, we ask whether it’s strategically viable to continue making products locally. Despite wide-ranging challenges facing Australian manufacturing, the answer remains emphatically positive:

“We absolutely pride ourselves in being Australian Made and to clarify, we manufacture our products on-site in Bayswater Victoria from the raw ingredients right through to product dosing and packaging,” Adrian attests.

“We remain viable for several reasons: We are a learning organisation that embraces continuous improvement; we continue to innovate our product offering; and we are able to produce high quality products that are able to and continue to be globally competitive. As a further insight we actually manufacture for overseas companies under their own brands.”

When I interviewed SDI’s CEO Samantha Cheetham in 2016 – two years after she assumed the mantle from her dad and SDI Founder, Jeffery Cheetham – she briefly mentioned that her team would be preparing SDI for “the next level of growth” but couldn’t reveal too much at the time.
 
Fast forward to present: With SDI’s transition in full swing, Adrian sheds light on the broad impetus:
“In such a global marketplace with disruptive technologies and changing business models, companies need to be always looking ahead to the next change in order to remain relevant to all stakeholders,” he explains.
“Any company that wants to remain relevant in the current global business environment must review its strategic direction on a regular basis.”

These future-oriented improvements, the ANZ Sales Manager insists, will by no means alienate SDI’s entrenched customer base:

“Whilst we have changed our Vision and Mission statements, we have not moved away from the founding principles that have guided our great company to where we are as a global manufacturer of high quality dental products.”
“If anything, we have simply better articulated our vision: Pioneering the science of dentistry and our mission; to innovate dentistry for better health.”
 

Impression Healthcare Limited introduces Seazona – an online portal for ordering custom-fitted oral devices. 
​
By Danny Chan
 
Offering custom-fitted oral devices at your dental practice can add tremendous value to the service menu. At the same time, it can also become a headache if:

1. The ordering process is cumbersome;
2. Communication with the lab technicians isn’t smooth or
3. Product quality is erratic due to poor oversight or dubious quality control.

 
Those apprehensions may be down to the fact that most dental labs specialising in crown and bridge prosthetics only ‘dabble’ in the delivery of specialty oral devices. For their oral device orders, some labs operate more like courier services, dispatching cases to and collecting them from an overseas facility, with the more responsible ones adding a cursory checkpoint before the case returns to the dentist.
 
For practices that prefer teaming up with labs that solely focus on oral devices, then an outfit like Impression Healthcare Limited certainly fits the bill. IHL is a Victoria-based company that specialises in the delivery of some of the most popular custom-made oral device products on the market, including: Sports Mouthguards; Night Guards for Teeth Grinders; Teeth Whitening Trays; and Mandibular Advancement Splints and Devices.
 
And if their product specialisation isn’t enough to put your mind at ease, the fact that IHL is a fully Australian owned and run lab that only delivers locally made wares might. As an added measure of trust and stability, the ASX-listed company consistently sets the bar for price competitiveness and fast turnarounds.
 
IHL’s continuing efforts to build on top of its esteemed reputation, says George Leighton, Group Marketing Manager, Impression Healthcare Limited, keep it responsive to changing production and customer trends.
 
“Our systems and processes are under constant scrutiny, enhancement and improvement to ensure the highest quality product is produced for all our customers with both overall unit cost and production timeline in mind.”
 
“We understand that production timeline is an important factor for dentists and thus running a fully staffed Australian-based lab ensures both efficiency and security for dentists across Australia. We use Australian lab technicians and products are made here in our Melbourne Lab. This ensures that we are able to quality check throughout several stages of production along while ensuring we are being as efficient as possible.”
 
Insistence on quality materials and timely deliveries, George says, has been the company’s trademark difference. Adding a digital feather to her cap, IHL recently rolled out an online ordering portal to enhance the customer’s buying experience.
 
The new order management software portal system, named Seazona, allows dentists a convenient platform to log on and place orders 24/7. Once signed in, dentists can easily access and manage their customer account: See invoices, check prices, view orders’ progress within the lab (including a due date) and track all shipping data in real-time.
 
Once the impression has been taken or scanned, the dentist only has to order the product through the online portal and the rest is pretty much taken care of. It’s even easier for dentists utilising digital scans: They simply order the desired product and upload the scan – no shipping required. 
 
For all traditional impressions, the customer service team would organise for impression courier pick-up. With Seazona, the dentist can keep tabs on the progress of their order throughout all production stages. The finished product would then be sent back to the dentist and ready for fitting on patient.
 
The Seazona portal is available for ordering IHL’s entire range of popular oral devices. While athletic and sports mouthguards enjoy brisk sales in the lead-up to winter sports season, George says the company’s year-round best sellers are their Night Guards, Occulsal Splints and Mandibular Advancement Splints.
 
One of IHL’s most popular and successful products is the affordable Silensor-sl® anti-snoring device. Manufactured in Melbourne, the product boasts quality-grade material that precisely conforms to teeth and gums for a comfortable fit – the key criteria for a successful patient outcome. According to Impression Healthcare, this popular oral device has “helped over 4 million people stop snoring”.
 
Designed for bruxers to wear during sleep, The Knight Guard is a custom-fit night plate available in a variety of thickness and soft/hard materials so that dentists are better equipped to treat individual symptoms.
 
“Our products are not only comfortable and easy for the end customer to use. With Seazona, we complete the ‘peace of mind’ purchase for dentists by making it simple to place their orders while ensuring a highly customisable solution for their patients along with order and production tracking.”
 
In the rare circumstance that the product does not fit properly, George says dentists can find assurance through their helpline manned by local lab technicians.
“Besides having  your orders processed and delivered faster than if dealing with an overseas supplier, our customer service teams are integral and central throughout the entire process and always on standby to answer your requests in a timely fashion.”
 
If that still doesn’t work – which again, George stresses, is a remote possibility – the company is more than happy to receive another impression from the customer and remake their product at no extra charge.
 
For more information on Impression Healthcare Limited, please call 03 9090 7993 or email to admin@impression.healthcare.
 
 

“The most important person to you should be the one sitting right in front of you.” Brendan Guthrie lives by this patient care maxim that has earned him the type of loyal support that most dentists only talk about.
 
By Danny Chan
 
The recent sale of Dr Guthrie’s practice presented an opportunity to gather the Brisbane dentist’s thoughts and reflections on what it takes to maintain a decades-spanning dental career and practice. Speaking to the personable Practice Co Principal, you immediately realise that customer service ranks high on his topical agenda.
 
“It’s amazing to see how much we spend on marketing to bring a patient through the door and yet we often do not treat the patient that is already there in front of us as the top priority,” Dr Guthrie bemoans.
 
Over the last 25 years – out of 33 years spent in total as general dentist – Dr Guthrie has been serving as one of the partners and Practice Principals at Toowong Dental Group, a thriving 50-year-old practice operating in Brisbane’s inner suburbs. Together with fellow TDG stalwart Brendan Nasser, the partners recently sold the family-focused surgery to Ekera Dental while choosing to remain as practice principals. 
 
Apart from the financial aspects, the three main reasons Dr Guthrie and his partner picked Ekera Dental over half a dozen other contenders were: (1) Autonomy to run the practice as practice principals; (2) TDG’s branding to remain largely unchanged after transition; and (3) Ekera’s unassuming style of leadership.
 
Not surprisingly, all three points converge on a subject matter close to Dr Guthrie’s heart: Customer service. Indeed, as the dentist ruminates over his dental career and business, the thing that keeps coming up is his clarion call to “put the customer (patient) first.”
 
What may sound passé on a practice webpage is proof in the pudding for someone like Dr Guthrie. Not only can he point to a loyal patient following at TDG, some of his most ardent supporters have been following him since his first practice location in Annerley some 30 years ago.  
 
More tellingly, the beloved dentist currently treats the teenage offspring of several long-time patients, who themselves were only kids when he first attended to them. How many dentists can say that?
 
That’s probably why Dr Guthrie proffers that private dentists have much to gain from cultivating kiddy clientele early on in their careers. The most organic way to expand your patient base, he avers, is to look after the little ones well. Over time, parents tend to follow the clinic that takes good care of their children, typically out of sheer convenience but also because their confidence in your skills and professionalism is pegged to the impression that you leave on their children.
 
Dr Guthrie believes his enduring career has something to do with his graduate posting in the Cairns countryside as a fledgling dentist back in the 1980s, where he and 5 dental auxiliaries attended to over 4,000 primary school going children, including those from State and Aboriginal mission schools.
 
Although he had grudgingly accepted the posting – the prospect of working with kids was an unwelcome challenge at the time – Dr Guthrie believes that’s where he found his feet as a child-friendly dentist, and from there, went on to build an enviable career as a trusted family dentist
 
Once again, pulling the frame of reference back to customer service, he continues:
 
“You simply cannot afford to neglect any segment of your customer base. If you value and invest time in your patients – including the youngest and smallest of them – they will give you the support in return.”
 
“Conversely, if you don’t value your customers enough, you are not only selling them short but also devaluing your own business in the long-run.”
 
Interestingly, Dr Guthrie’s warning against taking customers for granted actually played out in real life, except with the roles reversed.
 
When TDG was put on the radar of several acquisition suitors, including big-name corporate entities, Dr Guthrie and his business partner had rightly expected the level of attentiveness that they were accustomed to giving their own customers. As it turned out, only one of them – Ekera Dental – was up to the mark.
 
Revealing that they were initially on course to sell their practice to a larger corporate, Dr Guthrie says they had a change of heart in the eleventh hour due to the company’s slowness in responding to their inquiries.
 
“If this company isn’t giving us the due attention before the sale, imagine the kind of treatment we would get if we were to continue working under their management?” he recalls asking Dr Nasser, before the duo decided to revisit Ekera’s offer.
 
Ekera’s congenial management team clearly stood out in stark contrast to the rest. In other words, their demeanour and working style closely aligned with the partners’ positive vision of a reliable acquisition firm – and future colleagues.
 
“Not only was Tony Coulepis (Ekera’s CEO) and his team highly responsive and attentive to assist all our enquiries, their “business as usual” model gave us the assurance that we could carry on as practice principals without unnecessary top-down interference when running the clinic’s day-to-day affairs.”
 
The “business as usual” model further extended to TDG’s image branding following the handover: As far as patients are concerned, nothing has changed. This way, the practice principals stay on as “the face” of the practice, thus ensuring minimal disruption to the painstakingly cultivated dentist-patient relationships – something the partners take earnest pride in.
 
Having the right attitude to customer service, Dr Guthrie presses on, is critical not only to the longevity of the business. He believes it has also impacted the culture of Toowong Dental Group as a whole. 
 
“There have been a total of 8 partners throughout the 50 years TDG has been in existence. To my knowledge and it’s certainly true from my own 25-year experience here, the partners and their entire staff team have always enjoyed a good working relationship with minimal fuss.
 
“Due to our culture of ‘putting the patient first’, we have found it easier to set aside our own petty idiosyncrasies, perhaps in service to a higher calling.”
 
Having relinquished his former role as TDG’s co-owner, Dr Guthrie now has more time to spend with Kerri, wife of 33 years, and four adult sons. Outside the family, the keen offshore fisherman can usually be found stealing moments with his “second wife” – a boat that he has owned for nearly 15 years – or occasionally firing up the BBQ pit for buddies from his close-knit neighbourhood that has remained together for over 20 years.
 
For the sentimental dentist, perhaps the most rewarding aspect of the post-sale experience is to know that his beloved patients remain in good hands.
 
“Thankfully, Dr Nasser and myself have found a like-minded partner in Ekera Dental, who shares our commitment to strive for the patient’s well-being. For as long as the ‘patient-first’ ethos remains, we know that TDG will continue to do well long after our own departure.” 

By keeping it real with customers, ICONA believes their “thoroughbred” dental equipment will soon catch on

By Danny Chan

When you buy new dental equipment, are you looking for a piece of hardware that has specific features, good value-for-money, a certain look factor or reputable brand? While these provide a great place to start your research, other longer-term factors include interoperability, future upgradeable options, after-sales support, build quality and spare parts availability.

Interestingly, your product research is not dissimilar to due diligence undertaken by an equipment dealer scouting for new brands and products to represent in their local market. In fact, some like ICONA Pty Ltd take pride in having a meticulous curating process – bringing to market products with qualities that they believe can enhance the Australian practice.

Unlike the “supermarket” class of equipment dealers, ICONA carries a narrower band of product lines, therefore do not have the luxury to ‘test’ market sentiments or chop and change products that don’t pan out.

Having less wiggle room, however, means that ICONA is very choosy about which products they represent from the outset. Using horse racing analogy, ICONA’s Managing Director Richard Tankersley, says the company is focused on grooming “one to three thoroughbreds that we know – and can support – well.”

Their ‘less is more’ product-centric focus extends across giving suppliers the due diligence that they expect from ICONA; to being focussed on the IP of that product; to their sales team becoming “absolute specialists of the product” – not least manifested through their support of product users.

ICONA’s carefully sourced thoroughbreds include a familiar name – Midmark (USA) – as well as big European brands like Fedesa (Spain) and Airel (France). Although still relatively unknown in Australia, Fedesa is the sixth largest manufacturer of dental chairs in the world.

Besides sleek European designs, Australian dentists checking out ICONA’s dental chairs for the first time may be exposed to noteworthy features that are: Not widely available; typically available in higher-end units; or entirely original.

The Fedesa Astral is a flexible dental unit package that can be customised to fit your needs – offering continental or conventional delivery, or a delivery cart. Boasting German Hanning Electro-mechanical motors, the smooth chair movements offer easy and quiet switching between three memorised positions as set by operator, in addition to three default positions.

The Airel PE8 dental chair features a balanced instruments arm that may be easily reconfigured to support left or right-handed dentistry, both positions providing easy operator and patient access to instruments. Allowing for two/four-handed treatment procedures, the Airel K2 is a compact treatment unit that belies its robust framework and seamless ergonomics, including a non-return articulated arm with long hoses to work in any position.

Both French units feature what appears to be original design elements: Triple articulated headrest that with a single button, locks in position to support the patient’s head at multiple angles, including a convenient side-facing position as well as the option of a ceiling mounted delivery system.

That some of these brands do not resonate at home is not a major concern, Richard says, as word gets around pretty quickly, and he believes Australian dentists are savvy enough to spot a good deal.

“It only takes customers who are adventurous enough to give “new” brands a try and that’s how we will continue to attract and grow a community of Australian followers,” he enthuses.

An example of an adventurous buyer without prior knowledge of the chairs is that of Carnegie Dental Group, a practice located on Princes Highway in Melbourne. After paying a visit to ICONA’s Clayton showroom, the dentists were surprised at the excellent build quality, bundled features and reasonable price point of the Fedesa Astral chair and purchased a unit on the spot. Following up on the client months afterwards, ICONA sales rep Jessica Shehata, was told the dentists have been so enthusiastic about the new chair, they were “fighting over” who gets to use the room.

Another buyer is Bill Oberdan from Max Oral Surgery, based in South Australia, who flew in to visit the Melbourne showroom. Within about 15 minutes of seeing how the Airel PE8 chairs worked, he was convinced enough to buy two units.

“These kinds of testimonials,” says Roy Conyers, ICONA’s General Manager, “are critical for us because it tells us that you can’t go past a good product. Once the word spreads, more buyers naturally follow. There’s no need for hard sell.”

Adding that the Fedesa Electra with its kneebreak design is a great option for surgeries and mobile dental vans, Roy says that, once again, two Electra units were recently purchased by a Queensland surgery purely through word of mouth recommendation.

ICONA’s reputation as a reliable Australian supplier was initially forged as Midmark’s sole regional agent, facilitating the American manufacturer’s market presence and technical support through its establishment of a nation-wide distribution network. ICONA has secured a partnership with Medical Equipment Services (MES) to supply its extensive tech support expertise in the Victoria region, in addition to about 15 key resellers scattered throughout the country.  

Beginning as Midmark agent and now having entered the next phase with European representation, the one thing that sets ICONA apart, Richard asserts, is having an impactful corporate culture centred on building open and honest relationships.

This positive culture permeates every facet of ICONA’s business: Upstream to their overseas manufacturers; midstream between the company’s management and staff; and downstream through distributors to dentists and their patients.

The same way ICONA products are promoted through positive word of mouth, Roy says the grapevine is used to relay the dentist’s perspectives on ICONA’s customer service and after-sales support.

“We take a long-term view of all our relationships because they are geared towards establishing trust and stability,” Roy adds. “It’s important to us that our customers feel well supported throughout their equipment ownership – and hopefully think of us when the time comes for them to upgrade.”

“We’re in the equipment business where our customers only change or upgrade their products in 7, 15 or 20 years,” Richard interjects, “The open and transparent relationships that we have established with manufacturers, distributors and customers testify to our corporate DNA.”
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“Everyone that we work with knows that ICONA is committed to support and assist them for the long haul.”
 

Find out how NSK’s Dentalone (a.k.a. “Dentist’s Office Mobile Cart”) performs in the field for expanding mobile dentistry company 
 
By Danny Chan
 
Imagine how much more exciting and fulfilling your dental work would be if your “clinic” is not confined to the four walls of the surgery but could literally be transported to wherever your expertise is in demand. That was one of the motivations that led Caitlin Wainrib to start a risky business venture in mobile dentistry but as the interview for this article progressed, it soon became clear that it wasn’t the main one.
 
Resisting well-meaning opposition from family and friends, the gutsy Oral Healthcare Therapist set up Mobile Dental Clinics Australia (MDCA) not simply to free herself from the physical confines of a clinic – though she admits feeling “a little claustrophobic” at times – but in response to a growing realisation that certain demographics were underserviced by dental professionals, particularly that of aged care home residents.
 
Caitlin felt the dental plight of seniors living in aged care facilities more acutely than most, as it was the subject of her thesis as a Bachelor of Health Sciences undergraduate. The subject got personal when her own grandmother who was in respite care found it “practically impossible” to receive timely or affordable help for a broken tooth, despite her accessible location in Metropolitan Melbourne.
 
Although the world of mobile dentistry couldn’t have been more distant or foreign at the time, Caitlin was determined to unravel its possibilities from a logical standpoint that “mobile dentistry provided the most straightforward and affordable solution for delivering critical dental services to those who were missing out on them”.
 
To say that Caitlin made good on her research findings would be an understatement. They practically laid the foundation for a business that grew from a modest three-person team in 2016 to a nation-wide mobile dentistry network that today employs 80 staff, including over 30 dentists. Besides providing convenient and affordable dentistry to aged care facilities – which account for 90% of the work they do – MDCA also delivers much-needed oral care services to schools, workplaces, remote areas, prisons and many more places with limited dental access.
 
A significant portion of Caitlin’s research was devoted to finding the right type of equipment that could support the rigorous demands of an itinerant dental team. Taking a less trodden path also meant that she couldn’t turn to peers or Internet forums for help when technical issues arose for her mobile-specific dental equipment, hence it was imperative for her to locate a reliable supplier that could provide critical technical support at the drop of a hat. After trying out several products and suppliers, hitting several bumps along the way, the dental entrepreneur says she has found the ideal equipment and supplier in NSK.
 
The Japanese dental MNC, better known as a high-end handpiece manufacturer, is also the maker of Dentalone. Marketed as “the dentist’s office mobile cart”, Dentalone is created as a portable multi-instrument equipment box for dentists who practice on the go. More specifically, Dentalone caters for operative or preventive dentistry in the field such as humanitarian, home care, schools, army and hospitals.
 
Inside Dentalone’s compact luggage-like cart, the practitioner has access to a wide range of NSK’s high precision instruments including: Illuminated LCD control panel Multi Pad; autoclavable brushless NLX nano micromotor; integrated multi function ultrasonic scaler Varios170 with LED light; VA2-LUX-HP handpiece; 3-way air/water/spray syringe with LED light; saliva ejector; 500ml water tank; and 1-Litre waste container.
 
For an outfit like MDCA that on any given day, dispatches eight mobile dental teams to disparate locations with unpredictable weather and work conditions, via various modes of transport (including vans, ferries and planes), Dentalone has proven itself to be a rugged and reliable companion on the road.
 
“There’s no doubt that we work the (Dentalone) units very hard, pushing it to the limit. For a travelling dental team, we need them to be robust and the instruments must hold up despite the “rumble and tumble” nature of our work,” Caitlin attests.
 
“The fact that they have “survived” bears testimony to Dentalone’s excellent build quality.”
 
The MDCA teams are booked solid six months in advance so any last-minute cancellations due to equipment failure would entail huge financial costs plus it’s not as easy or feasible to reschedule patients when the operation sites are not permanent. Facing such stringent demands, the reliability of NSK’s products and support team is not taken for granted, Caitlin stresses:
 
“In the three years that we’ve been using NSK handpieces, not a single one has broken down and we use more than a hundred units of them. The robustness of these products is critical to the smooth delivery of services that we render on a daily basis.”
 
In terms of technical support and customer service, Caitlin sums up NSK’s performance in one word: Phenomenal.
 
“Whenever an equipment breaks down, we get instantaneous response from NSK’s technical team. Where necessary, they will even courier a part to be delivered the next day just to service your product.”
 
“We have had bad experiences with other suppliers and all I can say is that to compare their ineffectual after-sales support with NSK’s is like comparing apples and oranges – there’s just no comparison whatsoever!”
 
MDCA is currently trialling a more portable iteration of NSK’s mobile dentistry innovation known as Viva 8. Caitlin says of the nifty lightweight model, tipping the scales at 9.5kg:
 
“The fact that they are able to pack an entire surgery into a box that only weighs 9.5kg is a marvel, yet we benefit from its practical application every day. When you’ve got young women lugging these carts onto planes and ferries, having to load and unload them, the increased portability is a much appreciated feature.”
 
Ultimately, whatever improved convenience must be passed on to the patients themselves, Caitlin says, not forgetting the roots of her calling to start MDCA.
 
The same way the licensed pilot made a point to absorb the costs of flying out to under-serviced locations, she emphasises the need for the business to remain true to its volume-based model: “Make less per patient but see more patients.”
“I believe that if you practice ethically and professionally, success will surely follow. If I had gone into business with expectations of becoming a millionaire, I don’t think I would have derived as much job satisfaction and fulfilment as I have.” 

It is not what or who you know but who you are known as that truly matters. That is my salient, if enlightened, takeaway chatting with Brendan Nasser, a former Australian international Rugby Union player (or “wallaby”) and dentist for more than 30 years. 
 
By Danny Chan
 
What was intended to be a hindsight piece celebrating an individual’s sporting achievements dovetailed by an illustrious dental career – Brendan was one of two partners who both recently sold Toowong Dental Group (TDG) to Ekera Dental – became somewhat of a raison d'etre for enduring success.
 
The track that I was originally advancing effectively derailed when I assumed Dr Nasser’s Brisbane surgery walls must be plastered with Rugby Union memorabilia featuring shots of him and old teammates in action. Considering one of the initial founding TDG members also played rugby for Queensland, it was an easy assumption – I mean if any surgery in Australia deserves Rugby-infused decor, surely this was it. 
 
“My rugby days are well in the past. Lest I be accused of boastfulness, I’m reluctant to put up any photos (on the walls of the surgery),” he deadpans. “In fact, that’s the last thing I’d want to do.”
 
Not to be misconstrued as a snub, Dr Nasser quickly adds that he would not be the least perturbed by anyone broaching the subject – he frequently trades rugby and other sports-related banter with patients – it’s only the aggrandizement path that he steers clear of. In any case, he reckons more than half of his patients already know about his sporting background.
 
Dr Nasser was a dental undergraduate at University of Queensland (1986) when he started playing for Queensland Reds. He went on to play 21 games for the Australian Wallabies including 10 test matches as a backrow forward from 1988 to 1992, while plying a dental career in the public sector. This was followed by a 6-year playing and coaching career at the University of Oxford in the UK while he completed a Masters of Studies in Politics and international Relations (1992-1998). 
 
Rather than indulge my fascination about him going from pro sportsman to dental surgeon, Brendan says it wasn’t uncommon in those days to find white-collar professionals playing for the Rugby Union. Besides dentists, fellow moonlighters at the Rugby Union included medical doctors, accountants and lawyers. 
 
Harder to downplay, though, is the fact that Brendan belonged to the legendary squad that helped Australia lift the coveted Rugby World Cup in 1991. The only other time the silverware made it home was at the 1999 Rugby World Cup.
 
Not one to relive glory days, Brendan deftly diverts my attention to the importance of preparing a safety net for what follows after. Being a dentist, he says, has provided him a challenging, fulfilling and financially rewarding career – though admittedly, inextricably intertwined with his sporting persona.
 
It was Dr Gil Shearer, he interjects, who recommended him to become a Practice Partner at Toowong Dental Group when an opportunity arose in 1998. Dr Shearer, a Specialist Endodontist at the time, is TDG’s Co-Founder – and former Queensland rugby player back in the 1960s.
 
“Although he was a player before my time, we had a rugby connection. You can’t deny that my rugby profile would have helped in my relationship with Gil.”
 
Brendan mentions another connection that helped paved his professional career, regarding his co-authorship of a series of clinical papers on the role of dental mouthguards in the prevention of sports injury – a subject matter that effectively melded his twin passions. The writing gig was made possible through the papers’ other co-author, Dr Pat Chapman, who is also Brendan’s lecturer at the University of Queensland Dental School and someone whom he considers a life mentor.
 
Dr Nasser’s healthy relationship quotient became more conspicuous as the conversation turns to the recent sale of his practice. Asked why he and his practice partner (Dr Brendan Guthrie) decided on Ekera Dental, the dentist lets on that compared with the other six corporates on his broker’s list, Ekera Dental’s Executive Chairman and Managing Director, Dr Tony Coulepis, was easily “the most relatable and responsive” to their queries.
 
“For the owner of a mid-sized aggregator with around 25 practices, Ekera Dental’s boss was down-to-earth enough to personally discuss terms with a prospective seller.”
 
“From the start, Tony would say that Ekera is a ‘non-corporate corporate’. I have since found that to be a fitting description.”
 
Unlike other firms that tend to corporatize the clinic’s branding and micromanage day-to-day affairs, Dr Nasser says Ekera Dental pretty much leaves them status quo. As one of the two partners who have remained as Practice Principals, Brendan appreciates the autonomy to continue running TDG and treating patients the way he has been for the last 21 years.
 
The practice aggregator is also famous for providing a seamless transition – no name/ signage change or big announcement – such that the existing dentist-patient relationship continues uninterrupted. In fact, that’s the whole idea, and Brendan couldn’t agree more.
 
“That’s arguably the most important thing!” he asserts. “Any disruption to the long-standing relationship can only be detrimental to the longevity of the dental practice.”
 
“For all intents and purposes, patients should continue to see TDG as the same trusted 50-year-old practice in the Western suburbs of Brisbane.”
 
For his part, Dr Nasser remains committed to the high clinical and service standards that TDG is known for. No plans for a semi-retired lifestyle, the 55-year-old stresses:
 
“I’ve always preferred to work than take days off. Right now, I’m very focused on meeting the practice and patient needs, and also the financial goals, even as I serve out the rest of my contracted tenure with Ekera Dental in the years to come.”
 
It may be a stretch but I see a common thread emerging from our conversation. From his enviable camaraderie forged in the crucible of competitive sports to his selection criteria for a practice buyer to his unwavering loyalty to patients and strong work ethic, Brendan is someone who is committed to healthy and successful relationships.
 
Like the watermark of his success, it’s faintly perceptible but if you look closely enough, you’ll see life’s stamp of approval on it. In subtle ways, it speaks to the grit and stamina of a professional athlete and veteran dentist – not to mention husband and father of four kids, aged 12 to 22.  
 
If there were anything aspirational to draw from Brendan’s success, it would not be his rugby, clinical or even people skills – though they are impressive. Neither is it about his ability to cultivate lifelong relationships that will somehow pay back in the distant future. 
 
His success story reminds us of a tried and true saying with regards to the way we treat the people around us: It defines who we are, and what we’re ultimately made of.
 
 

From smoothening dentist-patient communication to offering flexible bundled options, Southern Cross Dental circumvents potential lab-side hiccups for implant dentists
                                                                                                 
By Danny Chan
 
Other than the obvious advantages that emails have over scribbly handwritten lab notes and digital x-ray images superseding duplicates of film-based radiographs, little else seems to have evolved when it comes to improving the communication between dentists and dental technicians. This breakdown in transmission is perhaps more pronounced in the area of implant dentistry, where according to Peter Newman, there isn’t a “clear pathway to achieving quality results.”
 
The Head of Technical at Southern Cross Dental says part of the challenge lies in different implant systems and brands varying greatly in pricing and types of componentry, while fraught with compatibility issues between them. Complications also arise when dentists are not updated on the most current prosthetic knowledge and dental technicians lack the clinical exposure.  Given the knowledge discrepancies between the two groups, it is not hard to imagine the difficulties of managing what has been termed a “love-hate relationship”.
 
One of Australia’s biggest labs, SCD has been working hard behind the scenes to bridge the communication gap while streamlining the processes through which dentists receive technical support for their implant prostheses. A clear indication of the former objective is the lab’s deployment of dentists to oversee the communication process and review each implant case before they even reach the tech bench.
 
To warrant having experienced clinicians on your team, it helps to be a state-of-art lab with high volume turnover and strong market presence. In SCD’s case, turnover works out to be an average of 15,000 implant units per annum over the last three years.
 
Says Jonathan Evans, General Manager of Southern Cross Dental: “Having Dr Albert Sharp and Dr Brenda Baker on our team affords SCD an important clinical perspective which gives us a distinct edge over other Australian dental labs.”
 
“In the case of implants, where things can go off on a tangent, it becomes harder to systemise the process than say for clear aligners. The peer-to-peer exchange between dentists and technicians therefore becomes vital in keeping communications clear, open and consultative.”
 
Providing adequate technical support in a diverse implant marketplace teeming with brands and systems also has its share of challenges. One area where even seasoned implant practitioners may not be clued-up is regarding the various types – and system compatibility – of scan flags. To help simplify the transfer and use of digital implant impressions, Southern Cross Dental has been building an impressive library of scan bodies.
 
Instead of impression transfers used in conventional implant impressions, scan bodies are the digital equivalent used for determining the position and orientation of dental implants. Scan bodies are screwed onto an implant fixture and scanned directly from the patient’s mouth using an intraoral scanner (IOS). Based on these digital scans, the laboratory is able to accurately manufacture implant-based restorations using CAD/CAM technology.
 
“By creating a log history for every customer, we can track the rare scan body type,” Peter qualifies.
 
The stored information makes it easy for SCD technicians to immediately recall scan flag data based on the case reference number, promising time savings and minimal hassles. To make things even easier, the lab also manufactures its own range of scan bodies that replicate the majority of brands on the market. Using SCD’s own scan bodies, dentists need not fear miscommunication as the technicians are all too familiar with their in-house designs. 
 
Australian dentists are also given the choice between generic and branded implant components with Southern Cross making the buying process a breeze though their supply of bundled options.
 
These include the competitively priced, genuine implant bundles like MIS and Straumann on the one hand and the company’s own SCD Implant Bundle (a.k.a. the more affordable generic option) on the other. The week this interview took place coincided with the release of the latest Implant Direct Bundle.
 
“These bundles represent the holistic view that Southern Cross Dental takes in offering dentists a seamless and efficient pathway to high quality products, efficient turnaround at affordable prices,” Jonathan attests.
 
Those choosing the SCD Bundle, he adds, can rest assure that they are getting comparable components and options for crowns as those from the genuine bundle – along with a whole host of materials that they can choose from for the crown restoration, which is included in the price.
 
There’s another layer to the price transparency. “The biggest advantage of these bundles is that dentists get a fixed price from the outset so that they have a clear idea of how to charge patients,” Jonathan explains, noting as well how some individual components can get “really, really expensive.” 
 
“People forget that we’re not just a dental lab. We are also designers so we know these products in and out. We also own some of the most sophisticated milling machines in the world that allows us to manufacture implant products on behalf of market brands,” Peter interjects.  
 
“The ability to design, create, manufacture, test and refine ideas with an able team of dentists, dental technicians and designers is just gold,” Jonathan summarises.
 
“We invest heavily in our internal systems which are genuinely world-class systems that enhance production workflow, improves communication and solidifies technical support.”
 
Southern Cross Dental also invests in continuing education courses for dentists, including evening sessions on the technical implications of implants.
 
Asked for what’s in the implant pipeline for SCD, incidentally marking 25 years in dental implant support, the General Manager says to expect more of the same value, convenience and flexibility that take the burden off the shoulders of Australian dentists – particularly those of general practitioners wading into the lucrative market.
 
“We hope to further explore – through our vast technical knowledge and wide network of dental implant companies – more opportunities to offer competitively priced bundled options so that dentists can find all the implant products and support they need in one place.”
 

Vatech aims to replicate its global success in Australia and New Zealand through positive Word-of-Mouth and extensive customer support
 
By Danny Chan
 
If you have been surveying the dental landscape for game-changing tech innovations, the name “Vatech” would have popped up more than once on your radar. In most cases, you would have heard of the Korean manufacturer through such celebrated brands as Picasso Trio, PaX-i, EzSensor Soft, EzRay Air Portable and more recently, Green CTs and Insight.
 
Indeed, tech dominance has continued unabated from Picasso-trio (the first 3-in-1 CBCT) to Green CT through EzSensor Soft, discussed in more detail below. Yet innovation is not the only reason Vatech has been able to secure market-leading status in Europe and Asia while establishing sizeable US presence. The Vatech brand is synonymous with reliability – both in terms of products and distribution.
The Korean powerhouse remains the only dental 2D OPG/3D CBCT manufacturer in the world that boasts in-house sensor and generator technology. That rarefied position allows it to offer 10-year core part (sensor and tube) warranty on its wares, including Green CTs. A 10-year warranty is unheard of in this product space and speaks volumes of the manufacturer’s confidence.
Warranty claims are backed by Vatech’s reliable local distribution network. Every distributor employs in-house technicians that have been personally trained by Vatech’s engineers, conforming to stringent manufacturing standards on maintenance and repair.
 
From the horse’s mouth
 
You cannot discuss Vatech innovation without highlighting its game-changing imaging features – and who better to hear it from than dentists who have been using Vatech’s imaging products on the frontline every day in actual clinical situations? In this article, we get the low-down on some of the company’s most dynamic product features.
Two much talked-about Vatech innovations are its Advanced PANO technology (MAGIC and Insight Pan) and Rapid Time Scan. Allowing optimised Pano image from 21 multi layers, MAGIC PAN minimizes blurry incisor and malpositioning, while Insight Pan’s 41 Multi Layer Pano image provides rich, depth-added information.
 
Dr Anna Meyer, a New Zealand Dentist at Anna Meyer Orthodontist, who owns Vatech Insight, agrees: “This feature could be useful for checking diacerations or root resorption. Also, if you can’t be sure if there is a supernumerary present, having a little more depth in the x-ray can be very helpful.”
 
The Green CT captures the company’s spirit of “Green Radiography”. Rapid times scan –1.9 sec CEPH, 4.9 sec 3D CBCT, 7.0 sec PANO – effectively translates as less motion artifact, which is a key feature for obtaining crisp images without unnecessary radiation exposure and restrictive patient positioning. The 1.9 sec CEPH is an optimum choice for Orthodontists.
 
These features also make it a child-friendly imaging equipment, says Dr Donny Mandrawa, a Victorian Dentist at Myofocus. Myofocus is a unique practice that focuses mainly on paediatric patients, offering laser frenectomies and myofunctional orthodontics.
“Equally important factors are patient comfort and convenience. The unit must allow quick scans and flexible patient positioning without compromising image quality or patient comfort. The Green CT precisely met all these requirements with the added advantage of being an eco-friendly machine that is designed for paediatric use, which perfectly aligns with our practice philosophy and target audience.”
 
The diagnostic value of these features is powerfully captured in a user-friendly 3D software, thanks to VATECH’s proprietary EzDent-i software.
 
“It is user-friendly, interactive and easy to navigate. All it takes is half a day’s worth of training to use the software quite comfortably,” says Dr Stephen Pak, a NSW dentist at Hillcrest Dental, “It has multiple choices to view images, including MPR (Multiple Plane Reconstruction), Section and 3D Pan.”
 
We have your backs
 
Headed by Esther Lee, VATECH’s ANZ team has been keeping their ears close to the ground through two initiatives: Local Partner Network (LPN) and Customer Support Programs (CSP). Accompanying these broad initiatives are a series of training and customer support courses that have already been or are about to be launched.
 
On the LPN front, Esther notes: “It is very important that our distributors share the same ethos as us whether in representing our products or providing critical service support, which we take very seriously. Our regular sales and customer service training programs reflect our commitment in this area.”
 
Andre Fourie, Equipment Sales & Service Manager at Medi-Dent, an authorised Victorian distributor notes: “It’s great to have Vatech’s support for myself and practitioners (dentists) alike. The shared information benefits everyone in the Vatech ecosystem.”
 
As part of CSP, the Vatech Assurance Program launched this year to provide “before” service instead of “after” service. According to the Managing Director, Vatech’s product training focuses on the pre-emption of common issues:
 
 “The idea is to build a training program that helps dentists predict what may go wrong and taking necessary precautionary steps to make sure that they don’t,” Esther explains. “Why wait until it’s too late if you can nip it in the bud?”
 
In keeping with Vatech’s core philosophies of “human-oriented innovation” that prioritises customer’s safety, the company launched the Radiation Safety course on 21 August 2019 in Sydney, and 22 August 2019 in Melbourne. The course will be provided in other states as well.
 
With input from William Tan, a radiation expert at Sieverts, the course provides timely information on Radiation Safety and Regulation for the practices to ensure: Full government radiation compliance for a dental practice; staff safety (including pregnant staff); and adequate response to patient questions on the spot.
 
William Tan adds: “Instead of just selling machines, we want to familiarize users with the legal requirements for X-ray machines and best practices to ensure patient safety.”
 
Finally, the Advanced Application Training for 3D CBCT users, started in August 2019. With focus on the user experience, seen as a barometer of the dentist’s success in delivering optimal dental care, product training is scheduled both on installation day and a few months later to more accurately gauge product performance.
 
“We provide the initial training first and then the advanced application training. This way, we check if they are using our 3D CBCT and software properly to get the best results. The advanced training for 3D CBCT users helps to ensure optimal use of our 3D CBCT and software,” Esther clarifies.
 
“We also try to answer any queries a dentist may have before visiting and then provide the customized training according to the dentist’s needs and wants.”
 
Complimenting the tailored approach, Dr Andrew Yong, a Victorian dentist at Devon Street Dental Clinic, says:
 
“The good thing is that they didn’t just give me a whole lot of information. They asked me what’s specifically important to me and what’s really important for me to learn through the course.”
 
Insisting that innovation in and of itself isn’t the objective, Esther concludes:
 
“Vatech hopes to play a constructive role to our partners and customers. Our biggest contributions have been, and will continue to be, in service to our customer’s success.”
 
For more information on VATECH x-ray system, contact VATECH AUSTRALASIA (1300 789 454).
 

The more time Dr Kristie-Lee Anning spent on the Fotona Lightwalker, the more she knew training was imperative

By Danny Chan

Unlike most dentists, Dr Kristie-Lee Anning’s first exposure to lasers was in an operating theatre. This was before the registered medical nurse had completed her Bachelor of Dental Science at Charles Sturt University in 2014, yet the laser’s potential for minimally invasive procedures had already piqued her interest. Observing her mentor’s use of the Fotona Fidelis  and Lightwalker units at Honeysuckle Dental, the Newcastle surgery where she has been practicing as general dentist since graduation, then whetted her appetite for an in-depth study of the innovation.  

The 31-year-old recently became one of the youngest to graduate from the Master’s of Laser Dentistry Program with the Laser & Health Academy (LA&HA). Calling her decision to pursue the course “a no-brainer”, she remarks: “Having experienced clinicians to demonstrate their clinical procedures, protocols and outcomes, while guiding you through your own laser journey is invaluable.”

Dr Anning’s formal introduction to lasers came through a dental-specific laser safety training program that she had attended just as she was embarking on her dentistry career. She knew then and there that her “knowledge of laser dentistry was about to have a very steep learning curve.”

Equipped with “some knowledge of basic parameters and laser physics”, she began to perform basic restorative treatments with the Fotona Fidelis. “My initial thought when I picked up the laser handpiece for the first time was “where’s my touch panel screen with all my presets?” ”

Noting a stark difference between the original Fidelis and the new Lightwalker unit that was used during the laser safety course, she realised that more training was imperative. Over time, through self-practice on extracted teeth, she managed to gain more understanding of how tissue responds to laser and quickly adapted to using both the Fidelis and Lightwalker.

The more time the studious clinician devoted to the latter equipment, however, the more she was intrigued by its myriad untapped applications. After attending a few laser workshops and lecture series on the use of Fotona Lightwalker, ran by early graduates of the LA&HA Master’s in Laser Dentistry Program, she decided to enrol in the course herself. 

“A dentist undertakes years of intensive training before picking up a handpiece or a scalpel, learning how to use our armamentarium safely and effectively. A good theory and background in laser physics and protocols are an essential component in delivering safe and effective laser treatments to our patients,” Dr Anning attests.

“A formal education provides the foundation for us to then adapt and develop our own protocols, tailored to our patients’ individual needs.”

The LA&HA Masters course comprises of five modules offered throughout Europe, Canada & Australia. Dr Anning attended separately modules held in Melbourne, Slovenia and France. Besides learning from European professors with “a wealth of knowledge and passion for laser dentistry”, Dr Anning said course attendees had the opportunity to observe these masters delivering laser-focused treatment in their own clinics.

“These smaller learning groups provided more individualised training sessions with the opportunity to see more clinical cases.”

“The greatest gifts” from attending the program, she says unequivocally, are the friendships formed between course mates.

“Not only have we formed global professional relationships where we can look to each other for advice, support and inspiration, but also great social friendships. It truly is a ‘Fotona Family’.”

Armed with newfound knowledge and skills, supported by local as well as global community of Fotona Lightwalker users, Dr Anning’s growing confidence in laser dentistry can be gleaned from her routine use and expanded applications.

“The scope in which I use a laser in general practice is broad, ranging from: Restorative treatment; soft tissue surgery; surgical extractions; gingival recontouring and crown lengthening; aesthetic and functional smile rehabilitation; endodontic treatment; whitening; facial aesthetics; periodontal treatment; and biomodulation.”

“For every patient, I can see the potential to use my Fotona. Patients who have been witness or candidates for me using the laser will often request its use for their procedures.”

The benefits of incorporating a dual-wavelength laser like the Fotona Lightwalker into one’s surgery are incalculable, although Dr Anning highlights procedural speed and accuracy as well as dispensation of local anaesthesia and the dreaded drill as major plusses.  

“For treatments such as gingivectomies or reshaping soft tissue,” she continues, “the laser eliminates the need for a scalpel, improves accuracy and healing rates are faster.”

The other, seldom discussed, benefit of laser technology is how quickly patients warm up to them. Showing patient feedback that consistently points to laser adoption as a drawcard, Dr Anning says it further encourages referrals and not only via word of mouth.

“It is not uncommon for me (and my practice) to be referred patients for laser therapy by multidisciplinary health workers. An example of this is referral by physiotherapists, chiropractors and osteopaths for adjunct head and neck biomodulation treatment, or oral soft tissue surgery where indicated.”

Asked for something about laser dentistry that she would most like to share with Aussie peers, Dr Anning chooses frankness over professional decorum:

“It’s a bold statement, but I’ll say it. Laser dentistry will completely revolutionise your patients’ dental outcomes, and the way you, as a clinician think about dentistry.”

No doubt reflecting on her own journey, not least the importance of a formal dental laser education, she inserts this caveat:
​
“It is important to recognise that just because you have an instrument, does not mean that you should jump in and use it without first understanding how and why you would use this instrument.”
 
 

Vatech’s Australian distributor in Queensland shares why the Korean imaging solutions company possesses all the right ingredients for partnership
 
By Danny Chan
 
As you would expect from someone who deals in sales and servicing of high-end medical and dental equipment, Jane Miller, CEO of Medical Dental Solutions (MDS) is acutely aware of what healthcare professionals look for in quality ware, now and in the near future. Beginning as ADEC Australian dealer in 2005, MDS has evolved over the years into a Medical and Dental Sales, Service and Repair Company that provides products and services across an extensive range of Medical, Dental, Veterinary, Podiatry and Sterilization Equipment.
 
Through MDS’ vast equipment offering and their diverse customer base, Jane has worked with enough Australian healthcare professionals to understand their stringent equipment demands, from brand recognition to build quality, technical specifications to technological features. To satisfy discerning customers in a knowledge-driven marketplace requires exacting attention to detail and a keen eye for products that promise future traction – traits that fortunately, Jane and her team have consistently displayed, if MDS’s carefully sourced and curated range is anything to go by.
 
The rewarding partnership between MDS and Vatech Medical forged in 2014 was a clear example. Although Vatech had already established a global footprint for its imaging systems, it was still considered a lesser-known brand in Australia when the opportunity for distributorship was floated about four years ago.
 
“When deciding to partner with an equipment manufacturer based overseas, the qualities we look for are their company ethics, brand innovation, emphasis on research and development, quality control and range of products,” Jane shares her thought process before taking on the milestone distributorship deal.

Besides ticking all the above boxes, the two noteworthy qualities that Jane has found in her frequent dealings with the Korean Multi-national is a “consistently high level of customer service” and “relentless focus on research and development”.

“I was very impressed in particular with their research and development program and the company’s commitment to quality both in manufacturing and IT development.” 
 
From Inspiration to Aspiration
 
In 2015, Jane travelled to Korea to meet with Vatech’s Senior Management and had the opportunity to visit their headquarters as well as factory for a closer look at their manufacturing processes. She was pleasantly surprised by both the scale and extent of Vatech’s R&D investment – “the R&D folks occupied an entire floor of the whole complex” – that was matched only by their dedication.

“They had a whole division devoted to making sure their products were user friendly before going to market. While I was there, they were trialling a new line of soft and slim sensors, placing them in different patients’ mouths testing for fit and comfort.  Little things like these – the lengths to which they would go to ensure seamless patient acceptance of their products – are what I found inspiring about working with Vatech.”

In the same way, Vatech places a lot of emphasis on product training, and that includes beefing up knowledge of their global distribution partners.  MDS’s technicians have attended training courses in Korea, while the sales team learn the benefits of products in real-life applications.

“Beyond standard product training, Vatech trainers take the trouble to explain specific areas of clinical application for each equipment. Our sales personnel are not only taught the features of the CBCT unit but actually learn how the CBCT images assist with endodontic treatment and finding hidden canals. To know the product intimately helps you to do a better job of recommending it to dentists.”

Meanwhile, their focus on R&D has produced a steady stream of products in recent years. Customer feedback for the entire product range has been overwhelming, Jane adds:

3D CBCT/ 3D Software: “Dentists are very pleased with its image quality and ease of use of the Ez3D-i software for 3D images. It is often the software program that dentists are impressed with that assists their decision to purchase a Vatech CBCT.”

2D OPG: “Has a very small foot print and the Insight model is the most advanced available in the market place. PaX-i Insight has a revolutionary 41 multi layer PANO with depth & 1.9 Rapid Ceph to reduce motion artefacts.”

Intra Oral X-ray: “One of a few on the market that has a 0.4mm focal point which gives a sharper image for increased diagnostic ability.”

Intra Oral Sensor: “We have found their standard and high definition sensors well accepted in the market place and the quality of the digital x-ray image produced is very high.”  “Once a dentist has owned a Vatech sensor, they tend to stay with the brand when looking at replacing or adding to their products. Vatech EzSensor’s are patient-centric with slim design and soft material to reduce patient pain.”

Working together for good cause
Beyond the dental arena, Jane is heartened by Vatech’s support of MDS’s philanthropy work at Youth With A Mission (YWAM) – for which the Queensland company is a corporate sponsor – and YWAM Medical Ship, which provides medical and dental services to Australia’s closest neighbour, Papua New Guinea.

“MDS has been supporting YWAM since 2012 by means of service and donation in kind by providing Biomedical Service to all Medical and Dental equipment on the ship when it comes back into Port in Townsville for its yearly service and refit.”     

In early 2018, MDS donated a Slit Lamp valued at $7,500 to the Ophthalmology department. Together with Vatech Australia and Korea Trade-Investment Promotion Agency (KOTRA), MDS further equipped the YWAM Ship’s Dental Clinic with their first set of portable X-ray and Intra Oral sensor. 

Potential for market leadership
This year alone, Vatech has released three new CBCTs in Australia. According to Jane, the new range promises shorter processing times, decreased radiation exposure, larger FOVs and enhanced features for sleep apnoea treatments. Even as she reminisces the astute decision made four years ago, Jane remains brimful with expectations for the future of the partnership:

“Based on their quality, service and IT support, I believe that Vatech products are an extremely good choice for Australian dental practices.”

“Given their global presence, and due to the commitment and quality shown at the headquarters in Korea, I feel that with the right support, Vatech has the potential to become a market leader in Australia.”