What are the unique selling points of the SureSmile system compared to other providers of similar products?
In any digitally enabled treatment, the end device and result are only as good as the diagnosis and treatment plan itself. SureSmile’s advanced software and technical team uses full “root-to-crown” analysis to ensure a biologically achievable and efficient outcome. For the last 15 plus years SureSmile digital treatment plans and custom bent archwires have been used to treat patients up to 50 percent faster than traditional orthodontics. The software also has a unique feature that enables the clinician to digitally overlay and reposition the teeth within the actual smile design of the patient’s facial photo to ensure optimal esthetics.
What’s more is the software’s ability to treatment-plan multiple devices for a single patient providing a “Hybrid” therapy solution (combining brackets and clear aligners). This places increased control in the hands of the clinician for more difficult movements, while providing the patient with a highly esthetic treatment. Increased doctor precision, efficiency and control lead to shorter treatment times for the patient, greater convenience, improved esthetics, and fewer office visits.
What is the volume of orthodontics cases treated worldwide? How does the overall market look, and which specific markets are the largest and fastest growing?
There are approximately 12 million orthodontic cases treated worldwide each year. Specialists treat the majority of these cases with the fastest growing segment being the treatment of adults with clear aligners. The largest markets for orthodontics are North America and Europe followed by the emerging growth markets throughout APAC, such as Japan and China.
What are your personal thoughts about how Dentsply Sirona is currently positioned within the orthodontic market?
The acquisition of OraMetrix brings an advanced digital diagnostic and treatment planning system into the Dentsply Sirona family that provides clinicians the flexibility, speed, and control they need to treat their patients with multiple modalities on a single platform. Combined with our industry leading technology solutions from the CAD/CAM and Imaging SBUs, along with the innovation of the Orthodontics SBU’s traditional product portfolio, I believe this new platform positions us very well for the future as an end-to-end, total orthodontic solution provider.
How does the Orthodontics SBU interact with the Imaging and CAD/CAM SBUs? Where do you find connections?
The Orthodontics SBU is actively engaged in both synergy selling programs, as well as technology projects with the CAD/CAM and Imaging SBUs. With the recent launch of the SureSmile Aligner in May 2018, Orthodontics and CAD/CAM have partnered together to bundle the OmniCam and clear aligner offering. At the same time, we are making key investments of time and resources to enable more streamlined interoperability between OmniCam and our 3D imaging equipment with the OraMetrix treatment planning software.
How are employees being brought up to speed on OraMetrix’s solutions and how are the new colleagues from OraMetrix being integrated into the Dentsply Sirona family?
OraMetrix has a total of 125 associates operating in two primary locations (Berlin, Germany and Dallas, Texas). Dallas serves as the headquarters for OraMetrix, including production and the digital lab technical center, while Berlin operates as the key R&D center for software and hardware development. At the beginning of May, just two days after the acquisition, the Company conducted a 1.5-day joint training session on the OraMetrix portfolio for Sales and Marketing to bring the commercial teams together.
Additionally we have conducted multiple Town Hall Meetings in both locations to introduce the associates to the broader Dentsply Sirona organization, as well as the Orthodontics SBU.
Throughout the balance of 2018 and into 2019, we will continue to integrate key areas of the OraMetrix business into the Orthodontics SBU. At the same time we need to remain very focused on the significant growth opportunity ahead, as we expand our global direct sales team with the launch of Dentsply Sirona’s new SureSmile Aligner.