For Dental Sales Professionals December 2016 The …firstimpressions.s3.amazonaws.com/Issues/2016/FI-Dec16.pdfOAKLAND CA 94612 510-271-6569 8” 10.5” 10 D 01 First Impressions ww.˜rstimpressionsmag.com

For Dental Sales Professionals June, 2010A partnered publication with Dental Sales Pro • www.dentalsalespro.com

The Rep, Tech Relationship

Two heads are better than one

For Dental Sales Professionals December 2016

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December 2016 First Impressions www.firstimpressionsmag.com4

FOR DENTAL SALES PROFESSIONALSDECEMBER 2016

Publisher’s LetterGetting Back on Track

Ask the ExpertA former practicing dentist and current sales expert answers your questions

Thinking GreenMore dentists today seek eco-friendly solutions.

Avoiding MalwareTaking a proactive stance helpsdentists better protect their practice

Instrument ProcessingProper instrument processing protocolshelp reduce the risk of cross-contamination

QuickbytesTechnology news

News

34

36

45

6811

14424448

Safest Dental VisitTMOSAP Guide to CDC Guidelines

A Man on a MissionRobbie Schureman completes his 100th Missions of Mercy event

Twenty Five Years of ExcellenceDHPI’s annual sales meeting was marked by celebration and awards.

The Rep, Tech Relationship

16Two heads are better than one

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PUBLISHER BILL NEUMANN

Shannon Bruil, Burkhart DentalRick Cacciatore, Patterson DentalFrank Cohen, SafcoSteve Desautel, Dental Health Products Inc.Suzanne Kump, Patterson DentalDawn Metcalf, Midway Dental SupplyLori Paulson, NDCPatrick Ryan, Benco Dental Co.Scott Smith, Benco Dental Co.Tim Sullivan, Henry Schein Dental

First Impressions editorial advisory board

Clinical board

EditorMark Thillmthill@ sharemovingmedia.com

Senior EditorLaura Thilllthill@ sharemovingmedia.com

Managing EditorGraham Garrisonggarrison@ sharemovingmedia.com

FounderBrian Taylorbtaylor@ sharemovingmedia.com

PublisherBill Neumannwneumann@ sharemovingmedia.com

Director of Business Development Diana Craigdcraig@ sharemovingmedia.com

Art DirectorBrent Cashmanbcashman@ sharemovingmedia.com

CirculationWai Bun Cheungwcheung@ sharemovingmedia.com

Associate EditorAlan Cherryacherry@ sharemovingmedia.com

First Impressions (ISSN 1548-4165) is published bi-monthly by Share Moving Media., 1735 N. Brown Rd. Ste. 140, Lawrenceville, GA 30043-8153. Copyright 2016 by Share Moving Media. All rights reserved. Subscriptions: $48 per year. If you would like to subscribe or notify us of address changes, please contact us at the above numbers or address.

POSTMASTER: Send address changes to Share Moving Media., 1735 N. Brown Rd. Ste. 140, Lawrenceville, GA 30043-8153. Please note: The acceptance of advertising or products mentioned by contributing authors does not constitute endorsement by the publisher. Publisher cannot accept responsibility for the correctness of an opinion expressed by contributing authors.

First Impressions is published bi-monthly by Share Moving Media1735 N. Brown Rd. Ste. 140 • Lawrenceville, GA 30043-8153

Phone: 770/263-5257 • Fax: 770/236-8023www.firstimpressionsmag.com

Editorial Staff

Brent Agran, DDS, Northbrook, Ill.Clayton Davis, DMD, Duluth, Ga.Sheri Doniger, DDS, Lincolnwood, Ill.Nicholas Hein, DDS, Billings, Mo.Roshan Parikh, DDS, Olympia Fields, IllTony Stefanou, DMD, Dental Sales Academy

Getting Back on TrackIn the past several years we have not seen the growth our industry has been accustomed to, but this year many dental companies have been deeply concerned about their dental customers’ production. Some of this “softness,” especially later in 2016, could be from the contentious presidential election. We have become very polarized in this

country. This deepening divide has caused fear about the economy on both sides of the aisle.

I believe once we get past the uncertainty – and negativity – of the elec-tion, the dental industry will get back on track. I am not predicting pre-2008 growth, but I do think our customers’ attention will focus back on their busi-nesses and less on the distraction of partisan politics. There remains immense opportunity for business-minded dentists and dental sales professionals to enjoy a nice income and lifestyle in this industry, while also providing a valu-able, meaningful service.

Dentistry has certainly become more challenging, and much more competi-tive. However, these challenges make the dental sales professionals’ job much more valuable to their customers. There are many business opportunities for our dental customers, and as dental salespeople, we need to be aware of these different business opportunities, and proactively educate our offices on these different strategies and revenue opportunities. Many of these business opportu-nities and additional sources of revenue are driven by products and/or services that we can provide. Determine what your dental customers’ business state of mind is, make sure you understand where they are heading, and be there to guide them on the right path.

In this issue of First Impressions, we help you close out 2016 with some strong equipment sales opportunities while we focus on the dental industry’s unsung heroes – the dental service technicians. Yes, dental technicians can help you with your equipment sales goals this year.

Bill Neumann

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ASK THE EXPERT BY ANTHONY STEFANOU, DMD, FOUNDER, DENTAL SALES ACADEMY

Editor’s note: Anthony Stefanou, DMD, will answer reps’ questions on their dental customers. Email him your questions at [email protected] or visit www.dentalsalesacademy.com.

Q: What are some types of questions to avoid asking dental offices?

A: Asking questions, and then listening, are crucial components to successful sales. We know, for example, that ques-tions should usually be open-ended (except for rare instances when a yes or no is necessary for clarification). I also abide by the philosophy that ques-tions should be positive in tone. Dental offices are shrouded in negativity, and yet most sales approaches still want to

A former practicing dentist and current sales expert answers your questions

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ASK THE EXPERT

focus questions on the mistakes that are being made, or try to use the fear factor technique to get them to act. I don’t believe this is sound strategy.

Also, before asking questions, I always tell reps to make sure the mood is right. We all have bad days and good days, if you can tell that your prospect is not having a good day, usually it’s in their tone, don’t push them. Wait for a better opportunity and ask for another time to discuss. Since the topic of questioning is so important, it is covered at length in my core workshops. For the purpose of this column, let’s focus on some types of questions to avoid using during a meeting with a dental office.

The trap A trap question often comes out as “Are you familiar with our company or product?” It is closed-ended as a yes or no, and if dentists say yes, it goes right to a follow-up: “What do you know about our company or product?”

This is uncomfortable for dentists and completely unnecessary. You are sell-ing to them, not vice versa. They shouldn’t have to tell you about your own product or company. It may seem like a harmless question, but dentists are asked this all the time. It doesn’t start the cycle off in a positive manner. The dentist feels trapped.

The set-up I’m a bit surprised how quickly sales reps go to a blatant set-up question. Perhaps it is because they don’t feel they have a lot of time with the office, so they try to close right away. Perhaps it’s because they have been taught, or were originally trained, to find the pain and solve it. The set-up question is often a negative one, designed to get dentists to admit they need what you are selling. This doesn’t work well, because even if they do admit they have a need, den-tists don’t buy what they need; they buy what they want. Your job is to develop trust by discovering what they want

and how your product/service fits. The most common set-up question is:

“What don’t you like about __________ (company, product)?”

If you ask this, then dentists will know the conversa-tion will lead to your offering of a replacement. This isn’t ef-fective. Dentists don’t want to necessarily replace anything. They may want another option or alternative.

The negative approachWhatever is asked in a negative can be tweaked to a positive. Dentists prefer positive conversations. Don’t you?

When dentists or office managers actually talk about positive things – what they want, what they envision their practices to be, what they are looking to do – they are telling you what they practice. This in turn allows you to focus on that area. Also, when dentists tell you good things, they are much more open, and many times segue right into their problems. Be-cause they are telling you and you didn’t set them up to do so, it’s a more effective and empowering conversation, and it differentiates you. Here are some examples of negative questions to avoid:

• “How has the recession impacted your growth?”• “Why isn’t your hygiene department more productive?” • Anything that uses the word “mistake” (don’t use this word!)

The statementSometimes a rep will make a statement but try to position it as a question. “Tell me about your practice” is one example. When dentists hear this request, they might wonder how much the reps know about their practice.

Yes, reps are taught that it’s always good for dentists to talk about themselves. However, there are ways to re-phrase a question like this that allow you to get the information you want, and also demonstrate that you know something about the customer already. This is a psychological situation, and something that the best reps learn to master.

I always refer to my programs as “psychological” sales. Many of you are very good at what you do. You know your product/company well, and you want to do what’s best for your customers. When you learn to better understand how dentists think, and then tweak your approach to avoid bla-tant traps, set-ups, negative questions and statements, you will become even more valuable to your customers.

Yes, reps are taught that it’s

always good for dentists to talk

about themselves. However, there are ways to re-phrase a question like this

that allow you to get the information

you want, and also demonstrate

that you know something about the

customer already.

www.firstimpressionsmag.com First Impressions December 2016 11

WHAT YOU MAY HAVE MISSED

BY LAURA THILL

Eco-friendly dentistry may not be for every dentist. But it cer-tainly pays off – for the health of both patients and the environment – when they are willing to give it a try. Today, dental products sales reps have a number of eco-friendly solutions to offer their customers, often at no additional cost.

There will always be old-school practitioners who favor traditional products, according to Scott Price, senior marketing manager of PureLife. The Santa Monica, Calif.-based distributorship offers dentists products that are healthy for “the pa-tient, the staff and the planet,” as well as economically sound. “Some dentists may be concerned that non-toxic, eco-friendly products aren’t as durable or effective, or that they won’t offer enough protection against germs.” But, that’s not the case, he adds. They are made to last, they offer the same level of protection as traditional products, and “they don’t detract from the bottom business line of the practice.

“Our vision has been to transform the dental healthcare industry,” says Price. “All of our gloves come in packaging containing at least 70 percent recycled material,

and one of our flagship gloves is manu-factured in a factory powered by waste palm kernel shells, which is safer for the environment. We also seek out healthier products that don’t contain potentially harmful chemicals, such as glutaralde-hyde, which has been linked to asthma and other respiratory problems. And, we partner with our manufacturers to create new eco- and health-conscious products, such as our Bio-Bib, made from 100 percent recycled paper.

“Of course, being in the dental supply business, not all of our products can be ‘green’ or healthier,” Price con-tinues. Nevertheless, PureLife makes it a point to seek out eco-friendly and health-conscious alternatives, educate its customers on the importance of us-ing them, and offer them for a compet-itive price, he notes. In fact, the age-old perception that one must pay more for

Thinking GreenMore dentists today seek eco-friendly solutions.


WHAT YOU MAY HAVE MISSED

environmentally sound products is not true, he points out. “We carry the top name brands, as well as the largest collection of eco- and health-conscious products in the industry,” he says. “Our goal is to help our customers understand the value of choosing PureLife for their supply needs, while generating awareness that eco-friendly does not mean more expensive.”

Waste compliance and sharps disposalYears ago, biohazard and sharps disposal was an after-thought for some dentists. Since then, appro-priately disposing of these materi-als has become regulated, making it necessary for dentists to address the issue head on. For instance, increased awareness that mer-cury, a byproduct of dental amalgam, can enter water or soil, where bacteria can convert it into methylmercury – a neurotoxin known to cause brain, kidney and lung damage in people – has led dentists to install amalgam separators. Using gravity, amal-gam separators capture waste amalgam and other solids before they reach the sewer. Once the container is full, it must be sent to a waste management company for recycling.

X-ray processing at the dental practice can also gen-erate bio-hazardous waste, prompting dentists to work with

waste disposal experts to determine disposal protocols. More and more dentists have added digital X-ray equipment to their practice, in part because it is associated with improved patient care and lower levels of radiation exposure. Because film is eliminated from the process, overhead costs are re-duced and there is no toxic waste to handle or dispose of.

Recognizing a growing need among their customers for assistance with waste and sharps disposal, in 2013, PureLife founders Rodney Hanoon and Omar Al-Midani es-tablished a sister company, PureWay – a Houston, Texas-based waste compliance company responsible for amalgam separators, bio-hazard and sharps waste disposal, OSHA compliance training and more. PureWay’s new sharps dis-posal systems allow dental practices to safely dispose of their bio-hazard and sharps waste by mail, says Price. “Our containers come with a pre-paid UPS return shipping box, so once they are full, our customers can easily return them to a PureWay-commissioned waste management facility.” And, because most dental offices generate small quanti-ties of medical waste, PureWay’s systems can significantly reduce an office’s waste disposal costs compared to con-tracted pickup services. “We educate our dental customers on this service, as well as state guidelines for sharps and bio-hazardous waste disposal,” he says. “In many cases, we have saved our customers as much as 50 percent on their medical waste disposal expenses.

“At the end of the day, our challenge is to get our customers to understand that they can still receive high-quality, healthier products without paying extra for them,” says Price.

Contrary to what some may believe, eco-friendly solutions are not neces-sarily more expensive. In fact, PureLife recommends that dentists and their staff follow three simple steps, which can actually save them money.

• Cut energy use. Energy often accounts for the largest portion of a dental office’s carbon emissions. By purchasing Energy Star-rated

equipment, installing energy-efficient lighting and power strips on all equipment, and installing timers on thermostats and motion sensors on lights, dental offices can reduce energy consumption and cut their costs.

• Improve office operations. Dentists can save money by eliminating printing when possible

and moving to paperless charts. They can also replace their water delivery service with less expen-sive filtered water coolers.

• Shop wisely. Dentists can save money by using less packag-ing, shipping less frequently and switching from disposables to reusable/autoclavable products wherever possible.

Work smart, save big

“In many cases,

we have saved our

customers as much as

50 percent on their medical

waste disposal

expenses.”– Scott Price, senior marketing manager

of PureLife


Dental composites, adhesive resin cements and sealants are the building blocks of restorative procedures. They also have in common the fact they many have traces of Bisphenol A (BPA) – something your dental customers may question. However, assuming dentists use a proper polymerization technique and an efficient, uncompromised curing light, the American Dental Association (ADA), together with various authoritative government agencies, agree that the low level of BPA exposure that might result from dental materials poses no known health threat. Distributor sales reps can put their customers at ease by addressing their concerns and ensuring they are equipped with reliable curing lights.

Addressing concernsGenerally, dental manufacturers do not use BPA as an ingre-dient in dental materials, according to Shashikant Singhal, B.D.S, M.S., manager of professional services, Ivoclar Viva-dent. “However, traces of BPA might be found in the resin-based materials, such as dental composites, adhesive resin cements and sealants for a couple of reasons,” he says. “It might be present in the trace quantity from the manufactur-ing of the ingredients used in the production of resin-based materials. For example, bis-GMA, a derivative frequently used as the base of resin-based materials, is derived from BPA. The unconverted residual BPA in bis-GMA is likely to present in trace amounts in resin materials.” (Other deriva-tives of BPA used in dental materials are bis-DMA, bis-EMA and urethane-modified bis-GMA.)

“BPA is a by-product of ingredients in the resin-based materials,” Singhal continues. “It has been observed that the salivary enzymes results in the hydrolysis of the BPA derivatives to BPA. For example: bis-DMA can release very small quantities of BPA because of salivary enzymatic ac-tion to break down bis-DMA to BPA.”

Technique can also impact the risk of exposure to BPA derivatives. “Contemporary dental composites and sealants are polymerized using light energy from the dental curing light units,” Singhal explains. “The improper polymerization technique or use of a compromised curing light unit can result in a high level of unpolymerized resin

Bisphenol A Low-level exposure to BPA is not a cause for concern.

material, which can significantly increase the risk of expo-sure to BPA derivatives.” So, it’s important for dental prac-titioners to understand the composition of the restorative materials they use and follow manufacturer instructions. Furthermore, a light’s curing unit, which provides a broad-spectrum wavelength, high power intensity and uniform distribution of light energy on the curing probe, should be

used, he adds. Using the correct curing technique can lead to a high degree of polymerization.

Studies exploring the contri-bution of dental materials to BPA exposure in the general popula-tion are limited, notes Singhal, and none have produced quantifi-able results. Nor do they take into account that other environmental resources, such as air and water, also may contribute to total BPA exposure in the general population. As such, based on the current research, the ADA agrees with authoritative government agencies that the low-level of BPA exposure that may result from dental materials poses no known health threat, he says.

“As a dental manufacturer, Ivoclar Vivadent is committed to providing state-of-the-art dental materials to restore and maintain the public’s oral health,” says

Singhal. “Our highly trained staff of researchers, dentists, dental hygienists/assistants, certified lab technicians and customer service representatives are available to address the questions and concerns of dental practitioners and patients. In addition, dentists and patients may visit Ivoclar Vivadent’s website to view educational and scientific tools, such as videos, published test reports, scientific/clinical studies, product brochures and safety data sheets.

For more information visit http://www.ivoclarvivadent.us/en-us/.

“BPA is a by-product of

ingredients in the resin-

based materials. It has been

observed that the salivary

enzymes results in the

hydrolysis of the BPA

derivatives to BPA.”

– Shashikant Singhal


BY STUART OBERMAN, ESQ., OBERMAN LAWFIRST PERSON

Editor’s note: Your dental customers may see themselves first and foremost as clinicians. Nevertheless, it’s important that they and their office managers recog-nize the signs of cyber security risks and take necessary precautions to protect their practice.

All types of malware have one thing in common; they try to compro-mise the security of office computers. Malware is a term used for various types of cyber security risks, such as viruses, Trojan horses, worms, adware, ransomware and spyware. Malware is malicious software that is engineered to allow hackers to search through dental practice data. All practice owners should learn to be proactive regarding a malware intrusion.

changes on their computer, includ-ing strange ads or pop-up windows, or changes to their browser. Their computer may slow down, as well. All signs should be taken seriously, and if one suspects that malware has been installed or has penetrated his or her computer, he or she should turn it off immediately and disconnect it from the Internet.

Malware is usually installed un-intentionally or accidentally, simply by clicking on a link. Sometimes seem-ingly harmless downloads – such as screen savers, toolbars and torrents – are actually malware. It may also be installed on a practice’s computer if the antivirus/malware software has not been updated.

Once malware is installed on a computer, it can lead to various intru-sions, including additional malware. The best thing a dental practice owner can do is try and fix the problem as soon as signs of malware are present.

Practice owners can prevent malware from being installed on their computer system by taking the following steps:

• Install antivirus/anti- malware software.

• Run weekly diagnostic scans with the antivirus/anti-malware software.

• Use the Internet cautiously. If something looks suspicious, don’t click on it.

• Keep all information safe with encryption firewalls and protect all accounts with complex, unique passwords.

Practice owners should be aware of some signs that can indicate a malware problem. Although they might not know how malware has penetrated their device, most of the time, its presence is pretty obvious. Practice owners might notice a few

Stuart J. Oberman, Esq. handles a wide range of legal issues for the dental profession including employment law, practice sales, OSHA and HIPAA compliance, real estate transactions, lease agreements, non-compete agreements, dental board complaints and professional corporations.

Avoiding MalwareTaking a proactive stance helps dentists better protect their practice

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i Milnar F.J. Solving aesthetic challenges due to gingival recession. Dentistry Today, 2011;3, http://www.dentistrytoday.com/aesthetics/4728-solving-aesthetic-challenges-due-to-gingival-recession, accessed June 16, 2016ii Blank L.W., Caffesse R.G. Charbeneau G.T. The gingival response to well-fi nished composite resin restorations. J Prosthet Dent 1979;42(6):626-32

Photo courtesy of Frank J. Milnar, DDS, AAACD

Photo courtesy of Frank J. Milnar, DDS, AAACD

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Sales reps and service techs have long respected one another – from a distance. How-ever, advances in technology and customer demands for faster, more efficient and value-added service have made it imperative for the two to present a united team to dental practices. And, the closer they work together, sales reps and service techs have come to agree, there’s nothing short of appreciation between them. In fact, some would say, they can’t do their job without the support they give one another.

The Rep, Tech

RelationshipTwo heads are better than oneBY LAURA THILL


REPS / TECHS

NSK sells technical products – not consumable goods – and many of the company’s sales reps are so tied up with their day-to-day responsibilities, it can be difficult for them to learn the technical aspects of the products they sell, Hayrapetian says. “Our techni-

cians come out as facilitators and problem solvers for our clients, as well as for us. “

A couple of times each year, Hayrapetian sched-ules meetings with his technicians in each branch. “We discuss our new products and the installation process, as well as troubleshooting, potential chal-lenges and more,” he says. The meetings are also an opportunity to incorporate their handpieces/micro-motors with dental units and focus on any upcoming changes or upgrades they may need to make. “We look at what type of dental units are out there and how some of our competitors’ products work with those dental units,” he adds.

For Jed Folks, NSK’s service technician and Pat-terson Dental project coordinator, the more connected he is to his sales reps, the more in touch he is with his dental customers’ concerns. As a newer technician, he makes it a point to stay in touch with his reps on a weekly, if not daily, basis. “I feel this helps us stay on the same page with regard to our relationships with our doctors,” he says. “I try to discuss any matters that need to be addressed to facilitate a better relationship with the dental staff, and look at how we can work together to build clientele.”

Indeed, a strong working relationship between sales reps and service technicians can definitely en-hance their relationship with their dental customers, he notes. “My goal is to work as a team with my reps to provide the best service possible,” Folks says. Joint

NSK DentalTeam effort

As far as NSK Dental sales rep Alfred Hayrapetian is concerned, estab-lishing a close working relationship with his service technician partners is an integral and essential part of his job. “It’s a vital part of our NSK-Distribution business relationship,” he says. Hayrapetian has worked with NSK as a dis-tribution rep in Southern California since 2008; for four years prior to that, he was a technical sales manager for NSK-Middle East’s Dubai branch.

Alfred Hayrapetian

Jed Folks

“I feel this helps us stay on the

same page with regard to our relationships

with our doctors. I try to discuss

any matters that need to be addressed to

facilitate a better relationship with the dental staff, and look at how

we can work together to

build clientele.”– Jed Folks


calls to dental offices are an opportunity for reps and techs to promote one another’s value and present a team effort to customers, he adds.

To best service the customer, “it is essential for reps and techs to team up and communicate,” says Hayrapetian. “There is nothing more effective than when a tech advocates on behalf of our products. Clients tend to be extremely happy with a brand that is well supported by a tech.” And while customers expect their equipment purchases to yield a long lifespan, with minimum maintenance requirements, when a repair is necessary, the process will be much smoother due to rep-tech cooperation, he adds.

One-stop visitsSales calls aren’t the only opportu-nity for reps and techs to team up. Together, they can offer added value to an office setup. “I always like to be present at a new office setup and installation,” says Hayrapetian. “As all NSK sales reps do, I have some specialty equipment in my posses-sion, such as a four-way air-water pressure gauge, that can help us complete an installation per the manufacturer’s standard. I also keep a collection of pictures of different dental units with electric motors from previous successful installa-tions. These help customers and the techs do their job more efficiently and quickly. One-stop visits that combine installation, in-service and training makes everyone’s life easier.” Particularly when the unexpected happens, it’s helpful to have a tech on hand who can modify the specs or a product setting, he notes. “Techs know the dental units and we know our handpieces.” By communicating closely, “we can work it out.”

Hayrapetian and Folks cite a recent office setup in San Luis Obispo, Calif., which went especially well due to their team effort. “In only three hours, we installed three electric micromotors, a maintenance machine and more than 20 high- and low-speed handpieces,” says Hayrapetian. “We

also completed in-service and maintenance training for all of the office staff. This easily could have taken more than a whole day for each of us and would have required a sec-ond – possibly even a third – visit.” Together, they brought double the product knowledge, he adds. “Together, we had all of the tools to make any necessary adjustments.

“As electric handpieces and piezo scalers become more popular in the U.S. market, their integration and installation on dental units are not as simple as air-driv-en handpieces,” Hayrapetian says. “There are more and more cases where reps and techs need to work together

and communicate much more than before. Especially as dentists add so much equipment to their practice, they prefer to have integrated micromotors to save room and also make the unit look clean. Techs keep up with the latest products and know how they work with different dental units; they can handle installation and trouble-shooting perfectly.”

“As the industry continues to grow, so will the service tech-sales rep relationship,” adds Folks. Not to mention, it’s an advantage to have an extra set of ears on the job: “Some-times techs hear conversations in offices about dentists wanting to open up another practice, and we can provide input for the reps.”

“ To best service the customer, it is essential for reps and techs to team up and communicate. There is nothing more effective than when a tech advocates on behalf of our products. Clients tend to be extremely happy with a brand that is well supported by a tech.”

– Alfred Hayrapetian, NSK Dental sales rep


REPS / TECHS

“From the beginning, our relation-ship has been one of mutual respect for what each of us does,” says Hay, a 30-year industry veteran. “We work to-gether, in unison, with honesty and in-tegrity. I believe this is what our future holds.” At the very least, it allows them to provide “the best overall experience for our customers,” he points out. “We are constantly discussing issues that arise, solving them as quickly as pos-sible with the best interest of the cus-tomer in mind. We both feel we have an equal responsibility to take care of our customers; we share this respon-sibility with pride.”

DeCiuceis agrees. “I like to talk to Preston at least once a week, but of-ten daily, depending on situations that arise.” In addition to discussing their customers’ needs, they evaluate cost-saving strategies and solutions to help each practice meet its goals. Most im-portantly, they support one another, he says. “Preston provides feedback from the practice regarding service and re-lays information about an upcoming service call, as well as the warranty status of the equipment if it’s avail-able.” In turn, he goes out of his way to keep Hay informed about service issues that may arise when parts are unavailable, warranty issues that re-quire support from a manufacturer rep, or anything else that potentially could upset a customer.

“ As a team, we will need to create – and show – our value to the customer. If we are fair and reinforce this value, we should continue to grow and have a wonderful time in this great industry.”

– Preston Hay

Benco DentalThe customer’s best interest

Much has changed in the 24 years since Benco Dental master service technician Chris DeCiuceis joined the industry. “When I first started, it was very rare for sales reps and service technicians to have a close working relationship,” he says. “Today, we work as a team. We need each other in order to help our customers meet their goals.” Both DeCiuceis and his Benco sales rep partner Preston Hay manage the Northwestern New Jersey territory.

Preston HayChris DeCiuceis


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DeCiuceis and Hay sometimes call on accounts together – an opportunity to show their customers a team effort, they point out. Particularly when a practice must decide whether to repair or replace a piece of equipment, the dentist and staff may find it reassuring to have a second perspective and alternate cost-saving solutions, says DeCiuceis. “For instance, we had a customer out of warranty on its delivery system,” he recalls. “Some of the water relays were bad, but the unit wasn’t all that old, and the doctor was upset. I called [Preston] and explained the situ-ation. He had me order the parts before proceeding to the manufacturer to make sure the doctor wasn’t charged. In the end it all worked out.”

Moving forward, as technology continues to grow more complex, reps and techs will need to work more and more

closely, notes DeCiuceis. The complex-ities of newer computer-integrated de-vices will continue to make teamwork imperative, he explains.

“There will be many challenges [for sales reps and service techs] in the next several years, such as price discounting from all areas, including on-line presence,” says Hay. “As a team, we will need to create – and show – our value to the customer. If we are fair and reinforce this value, we should continue to grow and have wonderful time in this great industry. It is a pleasure to work with Chris and a pleasure to work together as

a team. I truly believe that we have the best service/sales combination for our customers, and we do it with pride and integrity.”

Moving forward, as technology

continues to grow more complex, reps and techs

will need to work more and more closely.


REPS / TECHS

When Burkhart Dental service technician Jay Salter joined the industry 26 years ago, the nature of his job was quite different from what it is now, he notes. “Back then, the technology wasn’t what it is to-day, so the need for service wasn’t as immediate,” he says. “The dental office would leave us a message, and we’d respond the next day – or possibly the next week.” That sce-nario would never work today, he adds. “Today, my sales rep partner Tyson Brooks will text me a picture of the equipment that needs to be serviced, and I, in turn, immediately text the customer.” Salter’s territory includes parts of Utah, Wyoming and Idaho; Brooks handles the Salt Lake City, Utah area.

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REPS / TECHS

Without such close communication between him and Brooks, it would be difficult to understand the problem at hand, Salter says. To a large extent, he credits Burkhart for fostering such a healthy working relationship between its sales and technical teams. “The culture at Burkhart has had a tremendous impact on the relationship between the reps and techs here,” he says. “Burkhart does a phenomenal job of fostering this relationship. The company holds a service tech retreat every two years. It brings in manufacturers and

trains us how to communicate more closely with our custom-ers, as well as the Burkhart sales staff.”

“I think it’s important for our customers to know we are a team and that they can call either one of us, particu-larly when emergencies arise,” says Brooks, who joined the company about three years ago. “They can count on us to have their back and do everything possible to get them up and running again. If a compressor goes down, Jay’s their lifeline. Even with regard to the day-to-day is-sues, it’s great for them to know they have a team to assist them. For instance, one of our customers has a very busy practice. I identified that the lead assistant, who was very busy to begin with, was actually changing

out the o-rings in their air-water syringe. This can be ex-tremely time consuming! I brought Jay in, and he taught a couple of other staff at the office to take this over. We want to enable our customers to take care of the smaller things, which saves them time. They can call us for the big problems,” he adds.

Salter and Brooks do not shy away from co-travel lunch-and-learns, which they believe help them show their customers the value they can offer by working together.

This has been especially helpful to Brooks as he grows his territory. That said, as a rule, Brooks spends more time on site with dentists, plac-ing him in a good position to spot potential problems. “I’m in the den-tal offices all of the time,” he points out. “When I identify an issue – for instance, they aren’t maintaining a piece of equipment properly – Jay can come in and help them address it. Our customers see this as a value and are more likely to return to us for a long time.” Particularly as dentists continue to add more complex tech-nology, such as digital X-ray, cone beam and intra-oral cameras, they depend more and more on a rep-tech team for service, he adds.

Indeed, as a team, they can be better consultants to the dental practice, helping their cus-tomers understand the importance of investing in high-quality products, Brooks continues. “Handpieces are ex-pensive items,” he points out. “But, Jay and I work together to help them understand the value of investing in – and properly maintaining – a high-quality handpiece.”

“The industry has become more competitive today,” says Salter. “Tyson and I can learn from each other and better understand our customers’ needs. It can be very rewarding when you [and your sales rep partner] are growing a terri-tory and, down the road, a customer approaches the two of you about helping him or her grow his business, rather than shopping around.”

“ One of our customers has a very busy practice. I identified that the lead assistant, who was very busy to begin with, was actually changing out the o-rings in their air-water syringe. This can be extremely time consuming! I brought Jay in, and he taught a couple of other staff at the office to take this over. We want to enable our customers to take care of the smaller things, which saves them time. They can call us for the big problems.”

– Tyson Brooks, Burkhart Dental sales rep

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REPS / TECHS

Often, Correa can diagnose a problem over the phone and even make a call as to whether it’s best to repair the equipment or replace it, notes Payne. “Brandon knows the equipment intimately,” he says. “He can tell customers, ‘I’ve serviced this equipment for years, and now it’s time to replace it,’ and they trust him.” Not to mention the numerous times he has gone out of his way to service a compressor or another critical piece of equipment, he adds. “When I reach out to Brandon for assistance, he knows I’ve tried everything and this isn’t a wild goose chase.”

“It’s definitely a two-way street,” says Correa. “We rely on – and trust – each other, and [almost always] com-municate before and after sales calls.” It’s the combination of their perspec-tive and experience that helps build the customers’ trust in them, he adds. “Together, we can offer our customers a much greater value. And, as a techni-cian, it’s a great feeling to be valued by Eric, as well as by my customers, who are always happy to see me.”

It’s a relationship that may not have been possible years back, the two con-cede. “Today, we can get hold of one another very quickly via cell phones, texts or emails,” says Correa. “Having a sales rep at my fingertips makes my job as a service tech much easier.”

Indeed, as technology continues to become increasingly advanced, Payne predicts that dentists will be more interested than ever before in cutting edge products and equip-ment that help them maintain a competitive edge, making the rep-tech relationship more and more im-portant. “Having a service technician you can trust is – and will continue to be – invaluable.”

“And, [from a technician’s perspec-tive], I appreciate working with someone like Eric who not only has my best inter-est at heart, but that of his customers as well,” adds Correa.

Henry Schein DentalA two-way street

Their jobs may be different, but sales reps and service techs share the same goal, according to Eric Payne, field sales consultant, Henry Schein Dental: to pass along the greatest value possible to their dental customers. “Doctors are looking for more value today, which means we need more tools in our bag,” he says. Forming a close partner-ship with his Henry Schein Dental service tech colleague, Brandon Correa, has been the best way to accomplish this, he points out. “Brandon is like my right hand. He supports the products I sell, and the doctors trust him.” Both Payne and Correa, who work in the San Francisco, Calif., Bay area, have nearly 15 years of experience working in their respective roles.

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REPS / TECHS

“Service technicians are a sales professional’s most valuable asset,” says Coates. “They know the pulse of a dental office. But, in order for this relationship to work effectively, communication must be a two-way street.” Indeed, technicians often can offer an objective perspective for the dentist and his or her staff, he notes. They know exactly how many times a

piece of equipment has been repaired in the last 12 months, and whether it makes more sense to replace it. “Any-thing can be repaired,” he points out. “But, is it worth it? Is there an eco-nomic advantage to considering an-other option?”

Service technicians waste no time in making such decisions, he continues. They know if something at the dental facility doesn’t look or sound right; when the facility’s last preventive maintenance was per-formed; and what needs to be com-pleted from an installation punch list, he explains. “They are technique masters,” he says. “They recognize if a piece of equipment is being used improperly and will alert [their sales rep partners] to bring it to the atten-tion of the practice.”

Midmark technical manager Lew-is Gillette, who oversees a territory in Northeastern United States and East-ern Canada, agrees that a sound sales rep-service tech relationship is key to delivering optimal service to their dental customers. “A service tech and sales rep should be in touch as often as possible when there is an ongoing issue [and they are working] to resolve a technical problem,” he says. “They should also remain in contact when there is a potential that doesn’t fall under the description of a standard/install maintenance already covered in

MidmarkA common goal

First and foremost, dentists want to know their patients are healthy. Unless their practice is healthy, however, that likely won’t happen, notes Mid-mark territory sales manager Bill Coates. And the best way to achieve this, in his mind, is for sales reps and service technicians to form a relationship “that breaks down barriers and bridges gaps in communication with the den-tal office.” In his 12 years in the dental industry (five of them with Midmark, overseeing Eastern Pa., N.J. and Del.), he has come to rely on his service tech partners for their invaluable insight.

Lewis Gillette

“Scheduling was key. Lewis, my service tech partner, as well as the

dealer technicians involved, coordinated everything. Lewis and the dealer technicians staged operatories and literally planned every aspect of the delivery, and the install went as smooth as possible.”

– Bill Coates, Midmark territory sales manager


the manual.” In such cases, the dealer technician often has been on site, working to resolve the issue, and knows exactly what needs to be done, he adds.

His 23 years of industry experience have taught Gillette, among other things, the importance of detailed communication. “Sales reps and service techs should dis-cuss as many details as possible to ensure they are sharing pertinent in-formation – both technical and non-technical,” he says. “This includes symptoms, user habits, the age of the equipment, the environment in which the equipment sits (i.e., room temperature, quality of the water that’s used in the equipment, clean-ing and maintenance protocols).” The more details sales reps can pro-vide about a problem – as well as relevant contact information – the better able service technicians will be to address it, he adds. “In turn, service technicians must respond to the situation immediately, following up and communicating with every-one involved, including end users, dealers, other technicians, etc.”

An evolving relationshipAs equipment and technology be-come increasingly complex, it follows that sales reps and service techs will continue to depend on one another’s support. For instance, “today’s sales reps must know more technical work-ings and features of a product, and be able to convey these complexities to the end user,” Gillette explains. Service technicians in turn “have more influ-ence over a sale based on their advice to the customer.”

Particularly as social media en-ables customers to explore competing

products and pricing, it’s more important than ever before that reps and techs present a united front and deliver the best cus-tomer service possible, Gillette points out. “When sales reps and service techs visit a practice together, they synergize their efforts to satisfy the customer’s needs; I believe the customer feels confident that [he or she] is a priority.”

As an added bonus, when both the rep and the tech are on site, there’s better communication between the two, as well as with the customer, says Gillette. Coates agrees. “Nothing can strengthen the relationship between sales reps and service techs as well as facetime,” he says. When both the rep and the tech show up at an office, “I think it sends a genuine message to the staff that you care and are support-ive of their business operations.”

In addition, when techs join their sales rep partners on a visit to a customer, it’s an opportunity for the tech to “inspect the mechanical room or discuss the benefits of preven-tive maintenance with the practice,” says Coates. “For example, a dentist may be having bonding failures and believe the bonding material is at fault, when really an old compressor is to blame. Bonding success relies on clean, dry air, and sometimes a new filter. Simple maintenance keeps everything in check.”

Indeed, technicians sometimes go to an office to address a mechanical failure and end up working on a net-work to troubleshoot a digital issue for an image, Coates continues. Or, the tech may discover the issue is more complicated and recommend they bring in a network or IT specialist, an electrician, a plumber or even another dental service tech, he points out.

Bill Coates

“Nothing can strengthen the relationship

between sales reps and service techs as well

as facetime. When both the rep and the tech

show up at an office, I think it sends a genuine

message to the staff that you care and are

supportive of their business operations.”

– Bill Coates


REPS / TECHS

The biggest challengePerhaps the most challenging – yet rewarding – experi-ence Coates and Gillette have shared has been to complete a 35-room installation for the University of Pennsylvania’s School of Dental Medicine. They had a limited timeframe in which to install and test the equipment – including allowing for student training to take place – all before the start of the semester. “The logistics were a challenge,” Coates recalls. “The delivery route required a police barricade [in order for us] to get semi’s through the narrow street. Then we had to move heavy pallets across brick and cobblestone.

“Scheduling was key,” he continues. “Lewis, my service tech partner, as well as the dealer technicians involved, coor-dinated everything. Lewis and the dealer technicians staged

operatories and literally planned every aspect of the delivery, and the install went as smooth as possible. In fact, when the contractors didn’t have electrical or air for the junction boxes at install, Lewis brought his own air compressor, along with a 100-foot extension cord, to get the install started.”

“This project required a team effort by many depart-ments,” says Gillette. “It not only involved the install team, but also a number of Midmark teams, including logistics, sales, engineering and design. In addition, the install team of a local dealer, union house carpenters, electricians and plumbers were involved. It was a constant effort for us to stay ahead of the process so that there were no hold ups.”

The end result was rewarding for both the faculty and students, notes Coates, especially “seeing their facial ex-pressions when they saw the installation for the first time. The new equipment we installed offered features and ben-efits that were not possible with the previous generation of equipment. The excitement was indescribable. Lewis and I partnered up on the training, conducting group student training over a couple days. We would not have been able to accomplish this without close communication. Lewis was instrumental in facilitating a smooth install with all involved.”

A look aheadIn years to come, Coates anticipates the emergence of more group dental practices, “which ultimately will impact how we

communicate with decision-makers,” he says. “Instead of dealing with an owner-operator of a dental practice, we may find ourselves working with an operations director who is in charge of multiple facilities across different states.

“Operating excellence and time management will become more im-portant than ever,” he continues. This means sales reps and service techs will need to communicate even more frequently, he notes. “Group prac-tices typically see more patients, which leads to more wear and tear on equipment, requiring the service tech to schedule preventive mainte-

nance more often.”Indeed, “both sales reps and service techs will require

consistent and frequent training and updating,” says Gil-lette. “Doctors and their staff will require thorough in-ser-vices, as well. Technical advances are increasing each year. Proper diagnosis and accurate symptom information will be key to properly diagnosing equipment. Doctors not only will need to know from the patient that it hurts or I have a pain; they also will need to know when, how (hot/cold) and where (upper/lower).” Specific and accurate information will be more and more essential to diagnosing problems quickly and more effectively, he adds.

“ Indeed, “both sales reps and service techs will require consistent and frequent training and updating. Doctors and their staff will require thorough in-services, as well. Technical advances are increasing each year.”

– Lewis Gillette, Midmark technical manager

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SPONSORED BY IVOCLAR VIVADENTSALES FOCUS

Curing LightsDentists benefit from a high-quality, dependable curing light

Don’t let your dental customers be fooled by its size. A high-quality curing light delivers a far greater value to their practice than they may realize.

Equipping the operatory with a low-budget curing light can result in improper curing, subpar results and dissatisfied patients. Often, low-budget lights are asso-ciated with inconsistent performance during use and sharp power declines as the

battery life runs out. In addition, compared with higher-end curing lights, the light output at their tip end can be highly inhomogeneous, failing to cover as comprehensive an area.

Value and efficiencyThe Bluephase® Style LED curing light features a slim, ergonomic design and an innovative Click & Cure corded battery backup option, which enables dentists to switch from cordless to corded operation with a single click. At the same time, the inductive charging system eliminates the need for battery contacts, per-mitting easier cleaning, maintenance and battery charging.

Experts note that clinical failures may result when a cur-ing light delivers insufficient light to polymerize the dental material. Some curing lights have a narrow spectrum and may not activate all photo initiators. The Bluephase Style’s Polywave Technology™ is known to have the broadest spec-

trum, enabling it to cure all materials known to date in the range of 385-515nm.Further problems can arise when battery-powered curing lights fail because

the charging contacts become corroded or damaged. Particularly as the curing light is wiped with disinfectant solution after each use, and then put back in the

charging base, the disinfectant solution tends to pool in the charging base, caus-ing the contacts to corrode. By eliminating the charging contacts and allowing

the Bluephase Style to charge inductively, Ivoclar Vivadent helps dentists avoid mishaps such as this.

In addition, Ivoclar Vivadent’s Click & Cure corded battery backup op-tion helps protect dentists from interruptions in their workflow when their battery-powered curing light stops working because it was left off the charger base.

Not only does the Bluephase Style LED curing light offer a slim, light weight and ergonomic solution for your dental customers in search

of a more comfortable option, it offers them peace of mind that their curing light will deliver quality curing for any and all materials they use at their practice.

By eliminating the charging contacts and allowing the

Bluephase Style to charge inductively,

Ivoclar Vivadent helps dentists avoid mishaps

such as this.


Dental patients today expect faster service and higher quality results than ever before. It’s no surprise, then, that dentists look for products and materials designed to shorten the treatment process, while helping achieve the most efficient results possible. As a result, manufacturers and end users are increasingly interested in better ways of shaping and con-touring today’s dental composites.

Gains in efficiencyDespite the excellent mechanical char-acteristics of today’s composites, ex-perts point out that these materials are still quite difficult to shape and contour. The highly esthetic composites present a particular challenge due to their filler composition, which can make them quite sticky in some cases.

Indeed, contouring instruments should provide non-stick shaping and contouring, and help create smooth and even surfaces for professional, esthetic results. In response to this need, Ivoclar Vivadent has developed a modeling in-strument called the OptraSculpt Pad – the only instrument in the marketplace that won’t stick to any composite.

An innovative modeling instru-ment for shaping and contouring di-rect composite resin filling materials, the OptraSculpt Pad is a highly flex-ible, anti-stick surface of the special single-use synthetic foam attachments

(pads). By preventing unpolymerized composite resins from adhering to the instru-ment, it enables dentists to shape and contour composite resins quickly and easily, and create smooth, even surfaces without leaving any unwanted marks on the filling materials. OptraSculpt Pad is particularity suitable for fabricating Class III, IV and V restorations and direct veneers.

An ideal instrument for shaping and contouring composites, OptraSculpt Pad has made it remarkably easy for dentists to work with each and every composite. Dentists can work faster and achieve a great esthetic result in less than half the time it takes when using other instruments. Better yet, the OptraSculpt Pad leaves the surface in a state that requires little finishing and polishing. Ideally, the reference scales on the instrument handle assist in the creation of esthetic and symmetrical anterior restorations.

Start a conversationDo your customers seek faster – yet optimal – results using fewer steps? Are they frustrated with their current composites sticking to their instruments? Are they able to mold and shape their anterior restorations quickly and efficiently?

Once your dental customers try the OptraSculpt Pad, it’s doubtful they will ever again use a metal instrument on resin for sculpting and contouring. Additionally, the OptraSculpt Pad comes with disposable tips in varying sizes, making it suitable for many types of restorations. And, the reference scales on the handle are quite valuable to the user when he or she performs direct anterior restorations.

Faster Service, High Quality ResultsThe OptraSculpt Pad shapes and contours dental composites quickly and easily, while creating smooth, even surfaces.

Dentists can work faster and achieve

a great esthetic result in less than

half the time it takes when using other

instruments.


Safest Dental VisitTM

OSAP Guide to CDC Guidelines

In September 2015, OSAP, the or-ganization dedicated to dental infection control and patient safety, introduced the Safest Dental Visit™, an initiative designed to promote an increased com-mitment to infection control and safety. Clinicians, educators, speakers and consultants, product manufacturers and distributors, and others are collaborating to help ensure that every patient visit is the safest one. The CDC guidelines are the foundation for the Safest Dental Visit.

In September 2016, OSAP released an updated From Policy to Practice:

OSAP’s Guide to the CDC Guidelines. This comprehensive workbook has been updated to reflect the recom-mendations from the CDC Guidelines for Infection Control in Dental Health-Care Settings – 2003 and the 2016 Summary of Infection Prevention Prac-tices in Dental Settings: Basic Expecta-tions for Safe Care.

From Policy to Practice: OSAP’s Guide to the CDC Guidelines reaffirms the importance of having a comprehensive infection control program that includes an infection control coordinator and CDC

resources for developing, managing and evaluating a site-specific infection control program. The workbook walks users through the CDC Guidelines for Infection Control in Dental Health-Care Settings – 2003 and the 2016 Sum-mary of Infection Prevention in Dental Settings: Basic Expectations for Care.

Each chapter of the workbook contains practical how-to instructions, charts, additional checklists, pictures and captions, and answers to com-mon infection prevention and control questions. In addition, the workbook includes the reprinted 2016 CDC Sum-mary two-part checklist for the dental practice infection prevention coordina-tor with which he or she can assess 1) the practice’s infection prevention “policies and procedures,” and 2) the degree to which the dental staff are actually adhering to them.

Incidents involving the transmission of infectious agents among patients and dental clinicians are rare, according to the CDC. However, between 2003 and 2015, they have been documented. By using the CDC checklist, dental practic-es can evaluate their site-specific writ-ten policies, procedures and personnel practices to ensure compliance with CDC recommendations.

The OSAP workbook offers a self-directed continuing education (CE) program (with ten hours of CE credits available). The workbook is available to OSAP members for $66 and to non-members for $78. It is an excel-lent foundation for sales representa-tives who want to understand the CDC Guidelines.

For more information, or to purchase the new workbook, visit https://osap.site-ym.com/store.

Sharing the dental community’s goal of delivering a Safest Dental Visit and understanding the current CDC Guidelines is critical to successfully selling dental products and services. In this month’s First Impressions, the Organization for Safety, Asepsis and Prevention (OSAP) describes its newly updated guide to understanding the CDC’s guidelines for infection prevention practices.

www.firstimpressionsmag.com First Impressions October 2016 35

SPONSOREDAIR TECHNIQUES

Taking service to the topAir Techniques provides valuable, hands-on training experience for dealer partners.

One well-executed training session can provide technicians and sales reps with the skills and expertise their dental customers have come to depend on. Indeed, the better dealer technicians and sales reps understand their products, the better they can provide value-added service to their dental customers. Given the repertoire of products and services they oversee, how-ever, this isn’t always easy.

Air Techniques recognizes this, and for the last 25 years, the company has offered dealer technicians and sales reps an opportunity to participate in its Partner Training Program, an educational series designed to provide dealer partners and government agencies with technical and sales training. “We have the knowledge to share,” says Air Techniques, whose goal is not only to educate, but also to provide a weeklong experience that technicians and sales reps can build on once they return to their dealer companies for further field training.

Hands-on trainingThe Partner Training Program is a product of the joint efforts and creativity of three Air Techniques trainers– Tom Bach, Mitch Beckwith and Ron Morilla Together, they coordinate and run a series of programs, includ-ing service training 11 times each year at the company headquarters in Melville, N.Y., and an additional three times each year at its Corona, Calif., facility. Sales train-ing is offered seven times each year at the company

Melville headquarters, and at its Corona facility upon request. Refresher courses are offered as well when they are re-quested. Additional training sessions for both service and sales is available at both locations or off-site locations, including the dealers’ corporate office. And, par-ticipants attending weeklong classes in Melville are treated to New York City for dinner and a visit to Times Square.

The Partner Training Program is unique in that class sizes remain small – between eight and 14 students – and participants engage in hands-on exercises and interactive lecture ses-sions that focus on Air Techniques’ entire product line, including Air Star, VacStar, Mojave, ScanX, ProVecta X-ray systems and CamX camera sys-tems, film processors and Monarch hygiene products. This year, the com-pany expanded its program with class-es focused solely on utility products, and those focused on digital products. Each two-day class was offered at both the Melville and Corona locations.

In 2017, Air Techniques may fur-ther expand its course offerings to include both beginner and advanced classes. Although they are still in the planning stages, Bach and Beck an-ticipate beginner classes will include training on film processors, whereas advanced classes will not. “We contin-ue to receive excellent feedback from our dealer partners and look forward to continuing the program for years to come,” says Bach.

Tom Bach

Mitch Beckwith

Ron Morilla


REP CORNER BY LAURA THILL

A Man on a MissionRobbie Schureman completes his 100th Missions of Mercy event

Several times each year, in the dark, pre-dawn hours of the day, Henry Schein Dental sales consultant Robbie Schureman can be found, hours away from home, helping set up a dental clinic to treat patients in need. The next couple of days are spent loading or unloading trucks, comforting nervous patients, holding babies while their parent receives treatment and more.

It’s no hardship, he says. Short of spending time with his family and ser-vicing his dental customers, volunteer-ing for Missions of Mercy (MOM) – a program of the Virginia Dental Asso-ciation Foundation launched in 2000 in Virginia by Dr. Terry Dickinson to help the underserved, underinsured or uninsured population – is the most fulfilling way Schureman knows to fill his time. “For the last 17 years, I have been truly blessed to be able to live my dream of giving back,” he says.

Today, 26 states have adopted the Missions of Mercy model, in part thanks to America’s Dentists Care Foundation, a non-profit organization that coor-dinates and launches new Missions of Mercy programs. In Virginia, where Schureman lives and volunteers, the Virginia Dental Association Founda-tion (VDAF) coordinates the MOM pro-gram, providing and maintaining dental equipment – much of which is donated or purchased with grants from corpora-tions, foundations and the government.

“The total operational cost of MOM is $300,000,” says Schure-man, noting that in addition to front-ing equipment costs, organizers must coordinate and feed the many vol-unteers, including volunteer dental students from the VCU School of Den-tistry, as well as coordinate logistics and raise funds to continue the pro-gram. “Over the past 17 years in Vir-ginia alone, MOM has provided nearly $41 million in free dental services to 62,000 patients across 90 project sites,” he says. “More than 25,000 volunteers have worked together to make this happen.

“I participate in about five proj-ects each year,” he continues. “I sometimes need to be on site as early as 4:30 a.m., and stay until evening.” The clinics are open for a day or day-and-a-half, so volunteers end up contributing as much as 2 ½ days of their time, not including their


travel time, which can take as long as five or six hours to and from the site. But, the service they provide is clearly valued. Patients have been known to come from as far as Florida to receive much-needed treatment. “They some-times come in a week early and sleep in tents or cars [to increase their chances of receiving treatment],” he adds. “The saddest part is not being able to serve everyone. We run out of time and must turn people away.”

A second familySchureman learned about Missions of Mercy soon after it began. “At the time, I was managing the dental store at Virginia Commonwealth Univer-sity’s (VCU) School of Dentistry,” he explains. He joined Henry Schein in 2007, when the company assumed the contract for dental materials sold at the store, and in 2010, he moved into a sales position. On one hand, he misses working with the dental stu-dents who patronized his old store. “I really got to know them during

that time and miss helping them through school,” he says. That said, he still encounters many of the students who have gone into dental practice. “It’s a great feeling to have them as customers, or to see them involved in Missions of Mercy,” he says. “One student is now the director of clinics for MOM.

“The MOM team is like a [second] family to me,” he continues. “And, we have great partnerships with the Vir-ginia Dental Association, the Virginia Dental Association Foundation and the VCU School of Dentistry. Our VCU student volunteer coordinators are rock stars, and I love seeing them at every project.”

Schureman also values the sup-port he receives from Henry Schein Dental and his team members – in-cluding his regional manager, Rob-ert Anderson; his zone manager, Jeff Chatham; and vice president of sales for Eastern Henry Schein Dental, Jake Meadows – who make it possible for him to devote time to MOM projects.

“At the MOM program, we believe not only in alleviating pain

for those suffering right now, but also

in working to create sustainable solutions

to the far-reaching, unmet need for dental healthcare in Virginia.”


REP CORNER

He’s especially grateful to work with inside sales rep Laura Cooper in New York. “I could not do it without Laura’s help,” he says. “She absolutely takes care of my clients while I’m out work-ing my dream!

“Henry Schein is truly committed to helping health happen, enabling my team members from across the coun-try to volunteer at these clinics,” he continues. “I am celebrating my 20th anniversary with Henry Schein this January, and truly cannot say enough about this company and the support they provide worldwide.”

100 missionsHaving completed his 100th mission this summer, Schureman has played a role in many success stories. “I have

met a lot of patients [over the years], with various comprehensive oral health needs,” he says. “I would say that the majority of patients are suf-fering because they are uninsured or underinsured and have nowhere to go but MOM clinics. We help [relieve them] of their pain and teach them the importance of better hygiene prac-tices for their improved future health. At the MOM program, we believe not only in alleviating pain for those suf-fering right now, but also in working to create sustainable solutions to the far-reaching, unmet need for dental healthcare in Virginia.”

Perhaps one story that stands out is that of a young woman whose life was changed by a new set of den-tures. “We have a great denture team

“They sometimes come in a week early and sleep in tents or

cars [to increase their chances of receiving

treatment]. The saddest part is not being able to serve

everyone. We run out of time and must turn

people away.”

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REP CORNER

that uses a product from the Benchmark Denture Company, which delivers a full set of dentures in about an hour,” says Schureman. “A couple of years ago, a young lady came to the project. [She was embarrassed that she had no teeth], and would always cover her mouth when she spoke. After the team delivered her dentures, I watched her break down and cry when she realized she could fully smile for the first time in years.” She wasn’t the only one crying, he adds. “The doctor and the denture team were also crying! They kept repeating, ‘That is why we are here.’”

The following year, the woman returned to MOM to thank the Benchmark team for all it did, Schureman recalls. She also let them know that because she felt comfortable smiling, she was able to get a job and dental insurance. In fact, she wanted to volunteer at MOM to help others in need. “She wanted to change someone else’s life like we had changed hers,” he says. This is just one story, he points out. “This sort of thing happens all of the time. These doctors and volunteers – even the ones who simply hold a patient’s hand – do so much.”

“The energy is very high at MOM, as every volunteer is excited to help change someone’s life,” says Schureman. “For example, in Wise, Va. – our largest event serving over 1,200 patients – we work outside, under big tents at the County Fairgrounds. It always seems to rain or be very hot. Regardless, all of the volunteers have a big smile on their face because they are doing what they love to do – helping to change a life.” The Wise, Va., MOM project is a particu-larly meaningful event for Schureman, as his family joins him there each year and also volunteers.

Comforting patients and helping unload supplies ac-count for some of what Schureman does for MOM, but not everything. Once a year, he cooks a thank-you meal for about 200 volunteers. Recently, he drove six hours to Grundy, Va., where he helped set up the MOM event, and then busied himself shopping for food and ingredi-ents to prepare a couple of different gourmet chili dishes. “We want to give our volunteers something other than the [typical] hotdogs and hamburgers,” he says. In addition, every year, he and his family host a fundraiser dinner for MOM volunteers and friends.

After 17 years and 100 missions, Schureman is as en-ergized about his next MOM event as he was at the start. After all, when every volunteer experience leads to so many successful outcomes for the recipients, “why would I want to stop?”

Henry Schein Cares stands on four pillars: engag-ing Team Schein Members to reach their potential; ensuring accountability by extending ethical business practices to all levels within Henry Schein; promoting environmental sustainability; and expanding access to healthcare for underserved and at-risk communi-ties around the world. Healthcare activities support-ed by Henry Schein Cares focus on three main areas: advancing wellness, building capacity in the delivery of healthcare services and assisting in emergency preparedness and relief.

Firmly rooted in a deep commitment to social re-sponsibility and the concept of enlightened self-in-terest championed by Benjamin Franklin, the philoso-phy behind Henry Schein Cares is a vision of “doing well by doing good.” Through the work of Henry Schein Cares to enhance access to care for those in need, the company believes that it is furthering its long-term success. “Helping Health Happen Blog” is a platform for healthcare professionals to share their volunteer experiences delivering assistance to those in need globally. To read more about how Henry Schein Cares is making a difference, visit the blog: www.helpinghealthhappen.org.

In addition, The Henry Schein Foundation, a 501 (c) (3) organization, helps health happen by expand-ing access to care for at-risk and underserved popu-lations globally through the support of not-for-profit organizations, institutions and communities dedi-cated to increasing the delivery of health education and care.

“[Henry Schein Dental sales consultant] Robbie Schureman’s commitment to the Mission of Mercy program is a true testament to the Team Schein culture and spirit of Henry Schein Cares,” said Steve Kess, Vice President, Global Professional Relations, Henry Schein and co-founder, Henry Schein Cares. “We are proud to support him in his endeavors to enhance access to care and improve the lives of those most in need.”

Henry Schein Cares


BY KATHERINE SCHRUBBE, RDH, BS, M.ED, PHDQUALITY ASSURANCE

Instrument ProcessingProper instrument processing protocols help reduce the risk of cross-contamination

Breaches in instrument reprocessing protocol have put den-tistry in the news and emphasize the importance of thorough and consistent infection control protocol. Proper instrument processing is one of the most important practices completed in the dental setting to ensure patient safety. This past summer, a New Jersey dentist caused bacterial endocarditis infec-tions in 15 of his patients, ages 16-77, one of whom died. The claims were outlined in a report from the N.J. Department of Health, entitled, “Outbreak of Enterococcus faecalis endocarditis associated with an oral surgery practice.”1 Unfortunately, there have been similar stories of breaches in instrument pro-cessing that have led to patient harm.

CDC Guidelines for Infection Control in Dental Health-Care Settings.3 Although ST79 is not regulatory in nature, it is considered a best practice for steam sterilization, as well as instrument re-processing and can be helpful in stan-dardizing central sterilization protocols in multiple practice settings.

Six stepsThere are typically six steps in the in-strument processing cycle. The first – and most important – step is clean-ing. Studies have demonstrated that a soiled instrument cannot be steril-ized successfully.4 Manual cleaning of instruments (scrubbing) is still an ac-ceptable practice, but not highly rec-ommended as it puts the dental team member at risk for occupational injury and cross-contamination. More fre-quently used are ultrasonic machines, which rely on cavitation to remove soil from an instrument surface. For

Editor’s note: In addition to introducing their dental customers to cutting-edge equipment and product solutions, distributor sales reps can help their accounts stay current on the latest guidelines and protocols. Quality assurance expert Kath-erine Schrubbe, RDH, BS, M.Ed, PhD, discusses the correct way to process instru-ments and reduce the risk of cross-contamination in the dental practice.

The dental profession relies pre-dominantly on the Occupational Safety and Health Administration (OSHA) standards and U.S. Centers for Disease Control and Prevention (CDC) guide-lines to provide a safe environment for employees and patients. Another key

organization for instrument process-ing standards is the Association for the Advancement of Medical Instrumen-tation (AAMI). Its Standard 79 (ST79) is a comprehensive guide to steam sterilization and sterility assurance in healthcare facilities2 that reinforces the


Following CDC guidelines, as well as AAMI

ST79, takes the guesswork out

of preparing instruments that are safe

for patients and providers.

group practices, where there may be a need to process large quantities of instruments, a washer-disinfector may be a good choice. Although a washer disinfector is similar looking to a home dishwasher, it is a specialized medical device. To aid in the process, cleaning monitors are available on the market, which can be used to demonstrate the cleaning process was successful. Also, it’s important for dental team members to remember to always wear appropri-ate PPE during instrument processing.

The second step in instrument pro-cessing is inspection. This is a simple, but important, step to ensure all soil has been removed prior to sterilization. After inspection, the third step in the cycle is to ensure that all cleaned instruments are packaged appropriately. Sterilization packages are U.S. Food and Drug Ad-ministration (FDA)–approved medical de-vices, and when cleared by the FDA, they must demonstrate that they maintain ste-rility for at least 6 months.4 AAMI ST79 states that the proper sizing and application of pouches allows for adequate air re-moval, steam penetration and drying.5 The package should provide approximately one inch of space between the items in the pouch and the sealed edges. Cassettes are often used and must also be placed in a sterilization pouch, or wrapped.

In each of these options, chemical indicators are used in packaging to provide a visible verification that certain pa-rameters were met inside the sterilizer; the parameters used are time, temperature and steam. CDC guidelines recommend placing an internal chemical indicator (CI) in each package; an external CI should be used when the internal CI is not vis-ible from outside of the package.3 Dual indicator pouches are available through many manufacturers. In the case of cassette

use, a separate chemical indicator must be placed inside the cassette, and the packaging (pouch or wrap) must have an external chemical indicator.

The fourth step in the cycle is the sterilization process. The CDC states that steam under pressure is the pro-cess of choice whenever possible, as it is considered safe, fast and the most cost effective for healthcare facilities.6

Sterile storage is the fifth step in the cycle. Sterilized instruments should be stored in closed or covered cabinets, in low dust areas as well as away from areas where they may become wet. The event-related shelf life method is most commonly used to assess how long packages will remain sterile. This meth-od indicates that the package is sterile indefinitely unless there is an event causing it to be contaminated, such as a tear, brittle plastic, wet packaging or a package that has fallen on the floor.3,5,7 Any of these compromises call for the

package to be reprocessed. Prior to use, packaging should be re-inspected for tears, punctures, open seals or improp-erly turned CIs. Sterile packages must remain sealed and intact until ready for use.

Quality assurance plays a large role and is the last step in the instrument processing cycle. The quality measures include physical, chemical and biological verification monitoring. All three of these measures are important for patient safety.

Following CDC guidelines, as well as AAMI ST79, takes the guesswork out of preparing instruments that are safe for patients and providers. Regardless of the type or size of the dental setting, a clear understanding of proper instrument processing protocols will reduce the risk of cross-contami-nation and enhance patient safety.

Katherine Schrubbe, RDH, BS, M.Ed, PhD, is director of quality assurance at Milwaukee, Wisc.-based Dental Associates.

1. Parsippany Patch. August 26, 2016. http://patch.com/new-jersey/parsippany/n-j-dentist-linked-15-case-bacterial-outbreak-report. Accessed October 7, 2016.2. Association for the Advancement of Medical Instrumentation. AAMI’s Mission Statement. 2012. Available at: www.aami.org/about/mission.html. Accessed October 7, 2016.3. Kohn WG, Collins AS, Cleveland JL, et al. Guidelines for infection control in dental health-care settings – 2003. MMWR Recomm Rep. 2003;52:1–61.4. Miller CH, Palenik CJ. Infection Control and Management of Hazardous Materials for the Dental Team, 4th ed. St. Louis: Mosby Elsevier; 2010:135–167.5. American National Standards Institute. Comprehensive Guide to Steam Sterilization and Sterility Assurance in Health Care Facilities. Arlington, Va: Association for the

Advancement of Medical Instrumentation; 2010.6. Centers for Disease Control and Prevention. www.cdc.gov/hicpac/Disinfection_Sterilization/13_11sterilizingPractices.html. Accessed October 7, 2016.7. Molinari JA, Harte JA. Cottone’s Practical Infection Control in Dentistry, 3rd ed. Baltimore, Md: Wolters Kluwer/Lippincott Williams & Wilkins; 2010:22–231.


QUICKBYTES Editor’s Note: Technology is playing an increasing role in the day-to-day business of sales reps. In this department, First Impressions will profile the latest developments in software and gadgets that reps can use for work and play.

Healthy eatingWhether traveling or staying at home, the following food apps make food selection and shopping a breeze:

FooducateThis app lets one scan the barcode of a product, or type in its name, to uncover its total calories, fat, sodium and other ingredients. It also scores the food for healthiness and pro-vides calorie information. (Available on Apple iPhones and Androids; free or $9.99, depending on the version selected.)

True FoodAccording to the nonprofit organization Center for Food Safety, over 70 percent of all packaged foods in supermar-kets contain ingredients from genetically modified organisms (GMOs). Furthermore, in the United States, GMOs don’t need to be labeled, although legislation has been introduced in Washington concerning the issue. There continues to be de-bate regarding the impact of GMOs on our body. For those

who may want to avoid these products, however, the True Food app lists “green” foods that do not contain modified ingredients and “red” foods that do. Users can also locate stores that do not carry foods containing GMOs. (Free on Apple iPhones and iPads, as well as Androids.)

Seafood Watch from the Monterey Bay AquariumThe Seafood Watch app makes eco-consciousness a no-brainer. In addition to offering alternatives to fish that experts recommend we avoid, Seafood Watch enables users to add names and locations of restaurants that serve sustainable seafood. (Available on Apple iPhones and Androids.)

Substitutions This app offers alternatives for foods one may wish to avoid. It also gives tips for ingredients that may be swapped if one is in the middle of cooking and is missing a key ingredient. (Available on Apple iPhone and iPad for $0.99; Google Play offers a similar app for $0.99.)

Technology news


NEWS

When Dental Health Products, Inc. (DHPI) gathered its sales teams and vendor partners for its annual national sales meeting in July, the occasion was much more than an opportunity for attendees to participate in education-al and motivational sessions. It also marked 25 years of success in the dental industry for DHPI, and a time for the company to reflect on its path ahead. “We looked at how DHPI has persevered and developed over the years, as well as how the company will prepare for – and take advantage of – marketplace events leading to future growth,” says Steve Desautel, vice president of sales and marketing, DHPI.

The meeting took place July 28-29 at the KI Convention Center in Green Bay, Wis. Over 80 DHPI merchandise, equipment and service technicians

attended, including 17 new members. In addition, 20 merchandise vendors and eight equipment vendors par-ticipated. “We had three outstanding

speakers this year,” says Desautel. “Doug Dvorak, CEO, DMG Internation-al, spoke about defining moments in life that move us to the next level. Our workshop leader, Dr. Quinn Dufurrena, DDS, CEO, Avitus Dental Group, dis-cussed new programs and the impact dental service organizations are having on the industry. And, Mary Govoni, CEO and president, Mary Govoni Associ-ates, presented new OSHA updates.”

In addition, Desautel presented new company initiatives, together with several new business partners and

Twenty Five Years of ExcellenceDHPI’s annual sales meeting was marked by celebration and awards.


NEWS

strategic accounts, while the vendors introduced new promotions exclusive to DHPI. “Our goal was to address cur-rent issues and practice pain points and strategize proactive solutions based on our new partner initiatives,” he says.

HighlightsThe first evening of the two-day event featured the Blue Sky awards banquet – a formal dinner and presentation at which DHPI’s top sales reps from 2015 were recognized. During the National Sales Meeting portion, sales reps also had an opportunity to take part in the company Treasure Chest program. “Reps earn keys to the Treasure Chest by participating in various events, such as responding to challenging ques-tions, mentoring their peers and more,” Desautel explains. “The more keys they accumulate, the greater their chance of winning the bounty in the Treasure Chest.” This year’s winner was mer-chandise rep Miriam Hernandez.

“Flow Dental set a new benchmark for presentation, sales tools and spirit.”

– Steve Desautel, vice president of sales and marketing, DHPI


The meeting concluded with the com-pany’s annual Vendor MVP award, which is presented after the vendors have departed. This year’s winner was Flow Dental, which “set a new benchmark for vendor presenta-tion and spirit,” notes Desautel. The Vendor MVP is awarded to DHPI’s vendor partner whose participation during the National Sales Meeting “goes above and beyond.” Vendors are judged on:

• Preparation and attendance• Presentations• Booth display• Originality• Engagement and enthusiasm• End-user promotions

and rep incentives• New products (if any)

“In addition to announcing Flow Dental as our MVP at our National Sales Meeting, we informed our other

vendors of our MVP selection,” says Desautel. “We also made announce-ments in our press releases and on our social media pages in August and will award Flow Dental with an official plaque, along with performance feed-back based on feedback from a survey of our sales reps.

“Flow Dental set a new benchmark for presentation, sales tools and spirit,” he continues. “That said, every one of our sponsoring vendors did a terrific job helping us celebrate our 25th anniver-sary, and we look forward to driving re-sults for them, as each has a great clini-cal product and/or service message.”


NEWS

Patterson Companies announces two executive promotionsPatterson Companies announced the promotion of two veteran leaders. Effective November 1, 2016, Dave Misiak will be promoted to president of Patterson Dental North America, and Dave Lardy will be promoted to chief information officer. Dave Misiak, currently president of Patterson Den-tal U.S., brings to his new role a breadth of sales and management ex-perience gleaned during more than 20 years with the company. Additionally, he currently serves as president of the Patterson Foundation Board of Direc-tors. Lardy also has held key roles in the ongoing evolution of Patterson’s technology capabilities. He has been a leader in the technical execution of

the enterprise resource planning initiative and will over-see Patterson’s entire IT organization in his new position.

Crosstex appoints two new senior sales management team membersCrosstex International, Inc., a Cantel Medical company (CMN), continues to expand its North American sales struc-ture. Ken Plunkett, Senior Vice President of Crosstex Inter-national announced the appointment of Jim Jacobs as Di-rector – U.S. Dental Sales. Jacobs brings 20 years of dental experience to Crosstex and most recently worked at Dana-her. Lawrence Marmai has been appointed to Business Unit Manager – Canada, and will lead the establishment of a new Crosstex sales team in Canada. Marmai has extensive understanding of the Canadian dental market and, most recently, was a senior executive at Maxill.

Henry Schein announces commitment of $50,000 to support The American Association Of Orthodontist’s Donated Orthodontic Services programHenry Schein Inc announced its commitment of $50,000 to The American Association of Orthodontists (AAO) for its

Donated Orthodontic Services (DOS) program. The dona-tion will be made available through Henry Schein Cares and Henry Schein Orthodontics. Henry Schein’s donation will help the DOS program carry on its mission to provide pro bono orthodontic treatment for economically disadvantaged children who lack insurance coverage or who do not qualify for other dental health assistance in the state where they live. Since it was created in 2009, the DOS program has expanded from five to 10 state sponsored programs and nationwide access where volunteering orthodontists are matched with patients most in need of care as identified by AAO and Dental Lifeline Network. Henry Schein Cares and Henry Schein Orthodontics’ contribution of $50,000 will underwrite the costs for materials, supplies and equip-ment needed to deliver patient care.

School dental-sealant programs could prevent most cavities, lower treatment costs in vulnerable childrenThe CDC released research showing that dental sealants to shield the back teeth could prevent up to 80 percent of cavi-ties in school-aged children. According to a new CDC Vital Signs report, about 60 percent of children ages 6-11 don’t get dental sealants. Dental sealants are a thin coating that is painted on teeth to protect them from cavities. One way to provide sealants to more children is by increasing their ac-cess to school-based sealant programs (SBSPs). SBSPs are especially important for children from low-income families because such children are less likely to receive dental care. These programs target schools with a high percentage of children eligible for free or reduced-cost meal programs. As a result, SBSPs provide sealants to children who are at high-er risk for cavities and less likely to receive preventive care, according to a CDC release. The report also said that school-age children without sealants have almost three times more cavities than children with sealants and that applying seal-ants in school-based programs to the nearly 7 million low-income children who don’t have them could save up to $300 million in dental treatment costs. To read the entire Vital Signs report, visit www.cdc.gov/vitalsigns/sealants. For more information on SBSPs, dental sealants, and CDC’s work, visit www.cdc.gov/oralhealth.

Dave Misiak

Industry News

Dave Lardy


Patterson Appointee Announcements Top (left to right): Paul Mackenzie, Samuel Gesko, Micah Blackwood, Jessica Ruckamn, Kevin Williams, Joshua Clendenin, Dave Langemo, Andrew Rennaker, Brett Richter, Brad Smith

Bottom (left to right): Samantha Leiphardt, Jenny Allen, Maegan Conner

Stephanie Bottorff, Territory RepresentativeBenco Dental is pleased to welcome Stephanie Bottorff to its Trailblazer region. Bottorff, a Registered Dental Assistant with an Associate’s de-gree in Science and Bachelor’s in Business, brings 15 years of dental industry experience to the position.

Daniel Brault, Territory RepresentativeThe Benco Dental team in the Susquehanna region welcomes Daniel Brault. Brault, who earned a B.S. in Business Management from Bing-hamton University, brings three years of sales experience to Benco.

Kirk Dimsey, Territory Representative The Benco Dental team in the SoCal region welcomes Kirk Dimsey. He brings 12 years of experience in the dental industy to his new position.

Janet Gjerde, Territory Representative Benco Dental is pleased to welcome Janet Gjerde to its Cascade region. Gjerde, a Registered Dental Assistant who attended Lake Washington Tech College, worked previously in the dental industry for 16 years.

Benco Dental New Appointees

Carrie King, Territory Representative Carrie King joins Benco Dental in the Cascade re-gion. The Certified Dental Assistant, who earned a degree from Clover Park Technical College, brings 19 years of dental in-dustry experience to the Benco family.

Bret McCarroll, Territory Representative Bret McCarroll joins Benco Dental’s team in the SoCal region. McCarroll earned a degree in Finance at San Diego State Univer-sity. He brings 19 years of dental industry experience to the Benco team.

Joshua Michaelides, Territory Representative The Benco Dental team welcomes Joshua Mi-chaelides in the Ohio Val-ley region. Michaelides brings 11 years of dental industry experience to the Benco team.

Lori Petersen, Territory Representative The Benco Dental team welcomes Lori Petersen in the Bay region. Pe-tersen brings two years of sales experience to the Benco team.

Karen Richard, Territory Representative The Benco Dental team welcomes Karen Richard in the Carolinas region. Rich-ard, who earned a Bach-elor’s degree from Belmont Abbey College, brings 24 years of dental industry ex-perience to the position.

(Continured on next page)


NEWS

Michael Davis, Account ManagerMichael Davis joins Burkhart’s Phoenix office. A University of Texas-Arlington graduate, Davis brings 7 years of dental and 2 years of medical experience to Burkhart.

Katrina Gutierrez, Account ManagerBurkhart welcomes Katrina Gutierrez to its Ros-eville, Calif., branch. She brings 20 years of den-tal experience to Burkhart. Gutierrez graduated from William Jessup University in Rocklin, Calif., and earned an associate of science degree in dental hygiene from Sacramento City College.

Sam Insana, Account ManagerJoining the Burkhart Phoenix office is Sam In-sana, who brings 23 years of dental experience to his position. Sam graduated from the Univer-sity of Arizona in business administration and earned his MBA from the University of Phoenix.

Stan Lechner, Account ManagerStan Lechner brings 26 years of sales experi-ence in the dental industry to Burkhart’s Tulsa, Okla. office. Prior to that, he was a technol-ogy teacher for four years in Fulton, Miss., and earned a bachelor of science in education from the University of Missouri.

Rosemary Ortega, Account ManagerRosemary Ortega joins Burkhart in its Roseville, Calif. office. She brings over 30 years of dental industry experience to Burkhart having previ-ously worked as a Territory Representative for another company.

Robin Smallwood, Account ManagerAfter working for several other firms in sales positions, Robin Smallwood brings 18 years of dental industry experience to Burkhart’s Phoenix office. Robin earned a degree in business from San Diego State University and an MBA from California National University.

Laura Francway, Account ManagerBurkhart welcomes Laura Francway to the San Diego office. Laura has been working in the dental industry for 22 years and will be open-ing a new market in Orange County. She has a dental hygiene degree from Cuyahoga Com-munity College and a BS in applied science from Youngstown State.

Kelli Kalinowski, Account ManagerJoining the Houston office is Kelli Kalinowski. A University of Houston graduate, Kelli brings nine years of sales experience to Burkhart and will help grow the company in the Houston area.

Shane McElroy, Account ManagerShane McElroy joins Burkhart’s Austin office. He brings 15 years of dental industry experience to the team. His primary focus will be growing sales in the San Antonio and Austin territory. Shane graduated from Southwest Texas State with a degree in business/finance.

Burkhart Dental Supply Appointee Announcements

Max Sampson, Territory Representative Max Sampson joins Benco Dental’s team in the Midway region. Sampson earned a Bachelor of Science degree in Finance at Aurora University. Prior to his new position, Matt contributed his efforts as a sales intern with Benco Dental.

Barry Scheinthal, Territory Representative Barry Scheinthal joins Benco Dental in the Gotham region. Scheinthal, who earned a Bachelor of Sci-

ence degree in Accounting from the University of Hartford, brings 23 years of dental industry and entrepreneurial experience to the Benco family.

Lynette Wiggins, Territory RepresentativeThe Benco Dental team in the Citrus region wel-comes Lynette Wiggins. Wiggins, an Expanded Duty Dental Assistant, attended Santa Fe Col-lege. She brings 20 years of dental industry ex-perience to Benco.

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