Katy Perry What's In Store for Dentsply Sirona World 2018 A Practice Website that Converts: Is Your Website Hurting Your Business?
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What's In Store for Dentsply
Sirona World 2018
p.37
Musical Guest
Katy A Practice Website that
Converts: Is Your Website
Perry
Hurting Your Business?
p.30
Dentsply Sirona 3D Puts You in Control Advanced technology for precision and safety when planning and placing Implants Dentsply Sirona 3D provides more certainty when it comes to implant planning and placement by recognizing case risks and limitations before performing a surgical procedure. It allows you to place implants with minimal invasion, while accessing the prosthetic and surgical conditions at the same time. It enhances surgical ease, speed and outcomes. 3D o ers maximum patient convenience and minimal o ce visits. The patented Dentsply Sirona 3D implant process allows for true digital dentistry. The results are better patient communication and improved case acceptance. With Dentsply Sirona 3D you have the ideal basis for a new dimension of success in your practice. Contact Dentsply Sirona directly 800.659.5977 sirona3D.com
2018
2018
Welcome letter from 3 A Perfect Pairing: Digital 18
Michael Augins Imaging and CEREC®
The Heart of Dentistry 6 Defining Moments 20
Beats Strongly in Charlotte of Dentsply Sirona
World 2017
Live, Laugh, Love 9
Who's Really Going to 24
How to be a Leader: 11 the Dentist: Why Adults
The Importance of Forgo Dental Care
Why, How and What
Supporting Our 26
Managing Patients With 12 Armed Services
Cardiac Conditions
It's Easy to be Social: 28
All-Star Lineup: 14 How to Grow Your
Katy Perry, Jim Gaffigan Practice With Facebook
and Doris Kearns Goodwin
A Practice Website that 30
Converts: Is Your Website
Hurting Your Business?
Just Out of School 33
Dentsply Sirona New 35
Product Showcase
What's In Store for 37
Dentsply Sirona
World 2018
1
Start with
Digital Impressions
for under $29,999
Find out more @
startwithcerec.com
Headed back
to Orlando
Hello again, and welcome more than 8,000 of dentistry’s finest were on hand
for three days of electrifying speeches, presentations,
to another issue of Dentsply educational tracks, and performances intended to
show appreciation for our revered colleagues. In 2018,
Sirona World Magazine! we anticipate an even more unforgettable event as we
travel back to Rosen Shingle Creek in Orlando, Florida.
As Dentsply Sirona continues to provide the dental
community with the world’s foremost innovations This issue of Dentsply Sirona World Magazine will
and solutions, it’s incumbent upon us to uphold our recap some exciting moments that defined Dentsply
reputation as The Dental Solutions Company by Sirona World 2017, including the exclusive interview
delivering a one-of-a-kind event to the esteemed with megastar Will Smith, the invigorating speech by
dental professionals who have propelled our company TED-Talk visionary Simon Sinek, and the incredible
to an industry-leading status with their continued performance by Grammy Award-winning band Imagine
loyalty. Each year, we gather to celebrate our close Dragons. We will also examine thought-provoking
partnerships with an extravaganza designed to wow topics relevant to everyday dentistry while previewing
attendees by way of providing second-to-none Dentsply Sirona World 2018, which we anticipate to be
education and entertainment. our greatest dental meeting yet.
At Dentsply Sirona World 2017, thousands of luminaries See you in Orlando!
packed The Venetian, Las Vegas in record numbers – Michael Augins
3
PRICING
Industry,
Staff, spouse Dental Government, Trainers Entertainment
Attendee Doctor Partners additional
or guest technician military and SSA Only
booth staff
General
$1,995 $1,195 $1,195 $1,495 $1,995 $1,995 $1,195 $695
Admission
VIP $2,495 $1,695 $1,695 $2,495 $2,495 $1,695 $1,195
12 TRACKS
OFFERED AT DENTSPLY SIRONA WORLD
Business and Practice CAD/CAM Dental Assisting Endodontics
Management
Imaging Implantology Laboratory Office Design
Orthodontics Preventive Restorative Special Markets
and Topics
For more on everything Dentsply
Sirona World, head over to
dentsplysironaworld.com.
4
2018
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©2017 Dentsply Sirona MK085 0617
On May 24, 2018, the newly
constructed Dentsply Sirona
The heart of
Academy—Charlotte (DSAC) opened
its doors for the first time, bringing
nearly 30,000 square feet of state-of-
the-art dental technology, education
and expertise to life.
dentistry A leading-edge training facility for
dental professionals who seek a
comprehensive variety of clinical
beats strongly
and technical continuing education
curricula, DSAC is poised to become
the epicenter of dental education and
instruction in the world.
in Charlotte
The grand opening ceremony included
presentations from Dentsply Sirona
CEO Don Casey, industry KOLs, and
others, and a tour of the impressive
facilities that includes multiple
Dentsply Sirona Academy is set to classrooms, a 288-seat auditorium,
shape the future of dentistry seven fully outfitted operatories,
and two simulation labs. Featuring
advanced video and audio streaming
technology, the auditorium allows
participants to view live dental
procedures taking place in other areas
of the facility in real time. A 40-foot-
wide super-high definition projection
screen and built-in microphones
at every seat facilitate simplified
communication between the audience
and instructors/presenters to create a
truly immersive learning experience.
6
The grand opening
ceremony included
presentations from
Dentsply Sirona CEO Don
Casey, industry KOLs, and
others, and a tour of the
impressive facilities.
Dentsply Sirona’s most “Dentsply Sirona is committed Curricula at the Dentsply Sirona
to bringing the best training and Academy are designed to offer
innovative products and
broadest educational experiences exceptional value to every member
equipment are featured to dental professionals around of the dental practice and cover all
throughout for the most the world,” said Vice President, skill sets, including foundational,
comprehensive integrated Growth Initiatives Greg Sheehan. refinement and mastery courses.
workflow experience. “Our new and ultra-revolutionary Dentsply Sirona’s most innovative
training facility in Charlotte will products and equipment are
accommodate a comprehensive featured throughout for the
variety of clinical and technical most comprehensive integrated
curricula, including hands-on workflow experience. Fully
teaching, live lectures and on- functional instructional classrooms
demand webinars.” feature custom exam models and
patient simulators along with a
full complement of digital dental
technologies that provide students
with everything they need to perform
any dental procedure with an
unparalleled level of realism.
“The opening of our new academy
is further evidence of Dentsply
Sirona’s steadfast commitment to
providing top-quality training in an
easily accessible location,” added
Sheehan. “The Dentsply Sirona
Academy Charlotte will provide
all dental professionals enriching
opportunities to expand their
knowledge, exchange information
and be inspired.”
Fully functional instructional
classrooms feature custom exam
models and patient simulators
along with a full complement of
digital dental technologies.
7
CEREC® Consumables The restorative essentials CEREC dentists appreciate CEREC Consumables represents a complete portfolio of products developed specifically for use with chairside CAD/CAM. Available exclusively from Dentsply Sirona, each CEREC consumable product is designed to complement and enhance the strengths of the others. This results in a simple, easy-to-use system that streamlines the restoration process, getting the job done quickly, efficiently and with predictable results you can rely on, case after case.
Live,
Laugh,
Love
Ingo Zimmer discusses
how this mantra pertains
to Dentsply Sirona
World and the future of
Dentsply Sirona
Q: Discuss the phrase “Live, Laugh, Love”, and what
does it mean to you? Each word of the
A: “Live, Laugh, Love” is a mantra that we at Dentsply
mantra signifies a core
Sirona believe in wholeheartedly and live by on a daily
basis. To me, the motto not only represents a model for
component of the
success in everyday life, but also relates to the overall
vision and mission behind Dentsply Sirona World, as
continued success of
well as our company.
Dentsply Sirona World.
Q: This mantra, how can it be applied to this year’s
Dentsply Sirona World? Q: How does this mantra relate to the present and
future of Dentsply Sirona?
A: Each word of the mantra signifies a core component
of the continued success of Dentsply Sirona World. Over A: The mantra pertains to both the present and future of
the course of this three-day extravaganza, attendees Dentsply Sirona in that we live and breathe to innovate,
will have an experience with their peers that they will providing dental professionals with a full breadth of
not soon forget. Dentsply Sirona World is also about solutions conducive for better, safer, faster dentistry. We
laughing, and being captivated by the first-class also love what we do, and it’s our passion for equipping
entertainment we enlist annually for the enjoyment of all our customers with the cutting-edge tools they need
involved. This event is about love, and loving what we do, to excel in an ever-evolving industry that keeps us
which is changing the way dentistry is performed around prospering, primes us for the future and enables us to
the globe, thus shaping the world—the event and the remain The Dental Solutions Company™.
poignant mantra of "Live, Laugh, Love" go hand-in-hand.
9Dentsply Sirona does not waive any right to its trademarks by not using the symbols ® or ™. 32670635-US-1706 © 2017 Dentsply Sirona. All rights reserved.
Astra Tech Implant System® EV
Simplicity without
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The design philosophy of the Astra Tech Implant System EV is based on the natural
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– Unique interface with one-position-only placement
for Atlantis patient-specific abutments
– Self-guiding impression components
– Versatile implant designs
– Flexible drilling protocol
The foundation of this evolutionary step remains the unique
Astra Tech Implant System BioManagement Complex.
www.dentsplysirona.comHow to be a Leader:
The Importance
of Why, How
and What
A recap of who lead, not because we have to, processes within an organization
but because we want to. Not for and the culture. Understanding
inspirational speaker them, but for ourselves—what we how you do things and, just as
Simon Sinek’s keynote believe in. And it’s those who start important, having the discipline
with why who have the ability to to hold the organization and all its
at Dentsply Sirona inspire those around them and find employees accountable to those
World 2017 others to inspire them as well. guiding principles enhances an
organization’s ability to work to its
Widely known for his TED Talk “How natural strengths. Understanding
Great Leaders Inspire Action,”— It comes to life with the discipline how gives greater ability to hire
the third most-watched TED Talk of “how” people who will naturally thrive
ever—Simon Sinek introduces the when working with you.
Golden Circle, which he explains as Once you know why you do what
the basis of why some organizations you do, the question is how will you
and leaders can inspire while do it? The “hows” are your values It continues to thrive with the
others struggle to do so. This idea or principles that guide how to consistency of “what”
is conceptualized by three easily bring your cause to life. How we do
“
digestible words: why, how and what. things manifests in the systems and Everything you say and do has to
Sinek claims many organizations and prove what you believe. A why is just
leaders are unable to adequately a belief. Hows are the actions you
inspire because they lack the take to realize that belief, and whats
understanding of why they do what are the results of those actions. The
they do; they fail to find their purpose If you hire people “whats” include everything you say
outside of monetary gain. and do, including your products,
just because they can services, marketing, PR, culture and
do a job, they’ll work whom you hire. The only way people
Here’s a synopsis of Sinek’s guiding
for your money. But will know what you believe is by
principles of leadership: the things you say and do, and if
if you hire people you’re not consistent in the things
It starts with the clarity of “why” who believe what you you say and do, no one will know
You have to know why you do what what you believe.
you do. If people don’t buy what you
believe, they’ll work
do, they won’t buy why you do it. So for you with blood Want to be one of the first to know
it follows that if you don’t know why
you do what you do, no one else will,
either. If you talk about what you
believe, you will attract those with
similar beliefs. Those who lead most
and sweat and tears. “
Simon Sinek
which A-List motivational speaker
will be appearing at Dentsply
Sirona World 2018 in Orlando?
Check out dentsplysironaworld.com
to stay informed!
effectively are those who inspire us.
Within organizations, we follow those
11new patient, and should also be administered prior
to complex dental procedures, such as periodontal
surgeries, prolonged restorative treatments and implant
Managing
placements. When necessary, dental professionals should
consult with the patient’s medical physician to plan best
practices for treating cardiac patients. It’s imperative to
Patients
note, any patient who has suffered a heart attack should
wait at least six months before undergoing any dental
treatment, and those with unstable angina should not
With Cardiac
undergo any non-essential procedures.
Dental professionals should recognize the fact that even
routine procedures, such as hygiene cleanings, can cause
Conditions bleeding in the mouth, which can pose a serious threat
to cardiac patients using anticoagulants. Furthermore,
during any procedure, if oral bacteria seeps into the
bloodstream and travels to the heart, it can result in
Cardiovascular diseases (CVD) encompass a wide endocarditis, or inflammation of the heart valves. Given
group of conditions that affect the heart and vascular that fact, cardiac patients are often required to take
system and lead to more deaths nationwide than any antibiotics leading up to their dental appointments to
other disease, claiming approximately 17.3 million lives reduce the risk of infection. Moreover, establishing which
annually, according to the American Heart Association.1 medications a patient is taking along with the dosage
and timing helps prevent any adverse reactions to
As such, CVD patients require special consideration therapies administered while chairside.
and protocols as it pertains to their dental treatment
to ensure optimal safety at all times. There are myriad
cardiac issues that require extra precautions when
undergoing dental treatments, from something as mild Cardiovascular diseases
as a murmur, or as serious as a myocardial infarction,
otherwise known as a heart attack. It’s incumbent upon (CVD) claim approximately
dental professionals to identify patients with pre-existing
heart conditions prior to any procedure to mitigate the 17.3 million lives annually,
risk of potentially dangerous side effects.
according to the American
The first step in effectively managing patients with
cardiac issues is to establish a comprehensive medical Heart Association.1
evaluation, examining family history for relevant
conditions, and taking baseline vital signs. An initial
blood pressure measurement is critical for each Perhaps most importantly, when managing patients
with cardiac conditions, it’s critical to allay any fear or
anxiety they might be experiencing, as those emotions
could elevate blood pressure—causing angina, stroke or
a heart attack. It’s suggested to make cardiac patients as
Cardiac patients are often required comfortable and as calm as possible during the duration
of their visit—and to keep appointments brief and
to take antibiotics leading up to their
preferably scheduled for mornings. Additionally, when
dental appointments to reduce the risk placing a CVD patient in the chair for any procedure,
of infection. keep the chair angled—many medications that cardiac
patients take can prompt fainting if they are elevated
from a flat position to a sitting or standing position.
By following careful and correct protocols when treating
patients with cardiac conditions, you ensure their safety
and comfort, while enhancing your practice and business
for the long term.
1. American Heart Association. Heart Disease and Stroke Statistics – At-a-Glance. Retrieved
12 from https://www.heart.org/idc/groups/ahamah-public/@wcm/@sop/@smd/documents/
downloadable/ucm_470704.pdf. Accessed on January 23, 2018.CEREC® Diagnosis Treatment Plan Guided Endodontics Airway Functional Orthodontics Integration Implantology Analysis Occlusal & TMD Dentsply Sirona 3D puts you in control Advanced technology that’s easy to use With a single 14-second scan, Dentsply Sirona 3D provides you with all the 3D images required to confidently diagnose and accomplish any procedure. With three models to choose from, each configurable with several software possibilities, Dentsply Sirona 3D provides you with a future-proof system with room for expansion as your practice needs grow. Contact Dentsply Sirona directly 800.659.5977. sirona3D.com
Carrying on the tradition
of educational excellence
paired with A-list
entertainment, pop music
superstar Katy Perry and
comedian extraordinaire
Jim Gaffigan are confirmed
to perform, and world-
renowned author and
historian Doris Kearns
Goodwin will keynote at
the third annual Ultimate
Dental Meeting in Orlando.
14ALL-STAR
LINEUP
SET TO ENTERTAIN, ENGAGE AND EDUCATE
AT DENTSPLY SIRONA WORLD 2018:
KATY PERRY, JIM GAFFIGAN AND
DORIS KEARNS GOODWIN
KATY PERRY
Scheduled to perform a private concert on Friday evening,
September 14th at the Rosen Shingle Creek Resort, Katy
Perry will roar onto the scene, delivering a tremendous
live performance before thousands of Dentsply Sirona
World attendees.
Known for hits like “Firework,” “Roar,” “Dark Horse,”
“Teenage Dream,” and “I Kissed a Girl,” Perry has received
13 Grammy nominations and has been awarded five
American Music Awards and four Guinness World Records
for her work. She is one of the best-selling music artists of
all time, having sold more than 40 million albums and over
100 million records globally throughout her career.
“Not only does Dentsply Sirona World deliver the most
exciting and comprehensive educational festival to the
dental industry, we continuously strive to bring world-
class entertainment options to our attendees,” said
Vice President of Marketing Ingo Zimmer. “Katy Perry
performing at Dentsply Sirona World 2018 will certainly
enhance the experience of our attendees, who are
coming to DSW18—an incredibly powerful dental industry
gathering—to gain useful hands-on experience, practical
information and outside-of-the-box ideas to improve their
practice and the lives of their patients.”
19
15JIM GAFFIGAN Dentsply Sirona World,” said Ingo
Zimmer. “Our goal is to bring the
One of the country’s most best of everything to our attendees
popular and appealing and bringing our attendees together
comedians, Jim Gaffigan in laughter is a great way to kick off
will perform a private standup the first evening of DSW18.”
act for DSW18 attendees
Not only does
on Thursday evening,
September 13th. Dentsply Sirona
Three-time Grammy nominated
World deliver the
comedian, actor, writer, producer most exciting and
and two-time New York Times
best-selling author, Jim
comprehensive
Gaffigan’s standup revolves educational festival
around his observations on
life, including being lazy, bad to the dental industry,
eating habits and being a we continuously strive
husband and father to five
children. to bring world-class
“We’re very excited to have
entertainment options
Jim Gaffigan performing at to our attendees.
Ingo Zimmer
Vice President of Marketing
DORIS KEARNS and Sunday morning talk shows,
including “The Late Show with
GOODWIN Stephen Colbert.” Additionally, she
played herself on “The Simpsons”
Presidential historian and Pulitzer-
and “American Horror Story.”
prize winning author Doris Kearns
Goodwin will present the keynote
“Goodwin, along with our always
address at Dentsply Sirona World
extensive list of hugely talented and
2018 on Friday morning, September
immensely entertaining speakers,
14th. Goodwin is the author of six
further defines Dentsply Sirona
critically acclaimed and New York
World as the premiere educational
Times best selling books, including
festival for the dental industry,” said
her most recent, “The Bully Pulpit:
Ingo Zimmer. “Our attendees’
Theodore Roosevelt, William Howard
passion for driving the industry
Taft, and the Golden Age
forward in turn drives us
of Journalism.”
to bring engaging and
diverse presenters to the
Well known for her appearance and
main stage who inspire,
commentary on television, Goodwin
encourage and motivate.”
is seen frequently on television and
cable networks as well as late night
16A comprehensive
imaging system
beyond comparison
Yesterday’s technology has limits.
It’s time for Sidexis 4 and Schick 33.
Intraoral imaging from Dentsply Sirona is designed to carry your
practice into the future. Providing you with the ability to diagnose more
confidently, plan treatment more comprehensively and communicate
more effectively with patients, this is the imaging technology for
tomorrow’s integrated solutions.
Great decision making for your patients starts with a clear, precise
image. Schick 33 provides remarkable resolution through technology for
consistently detailed images and advanced diagnostic capabilities.
Sidexis 4 is the software that harnesses the power of the Schick 33
sensor. A full suite of robust features provide scalability and adaptability
to ensure your practice is ready for today and for tomorrow.
Schedule your demo at schick33demo.com today.A Perfect Pairing:
Digital Imaging When it comes to dental technologies, digital
imaging and CEREC® are quite an ideal pair. This
and CEREC®
applies to both intraoral digital imaging, such as
Schick 33 sensors, and extraoral digital imaging,
such as Galileos® and Orthophos®. Digital
technologies are simply designed to work more
efficiently and effectively when paired up with
other digital technologies.
Dentsply Sirona puts 33 line pairs per millimeter, 3D Imaging and CEREC Single-visit implants
the “great” in digital Schick 33 sensors provide
integration exceptionally clear high- When CEREC was The patient-pleasing
resolution images, which introduced to the dental and practice-enhancing
Digital integration equips makes the diagnostic market 32 years ago, its benefits of single-visit
the dental professional process more efficient primary function was implants are a reality with
with an array of digital and accurate. Pairing a to produce single-visit the combination of CEREC
components that work CEREC system with your chairside restorations, and Galileos 3D imaging.
together to help more 2D imaging capabilities particularly inlays, onlays, The workflow process is
thoroughly assess a enables you to give crowns and veneers. Today, simple and streamlined:
patient’s needs and deliver patients the best possible CEREC is a bona fide First, the CEREC Omnicam
better patient care. As treatment with single-visit restorative powerhouse— intraoral camera is used to
with any technology, chairside restorations. and when teamed up with take a digital impression
digital technologies are The time savings realized a 3D extraoral imaging of the implant, design
designed to grow as with CEREC single unit system such as Galileos— the crown, and import
your needs change and crowns, in where most the two technologies can the prosthetic proposal
evolve. Choosing the cases can be completed in be utilized for a full scope into the Galileos implant
right solution up front just under an hour, coupled of procedures, including software. Second, plan
to provide seamless, with digital X-rays which implantology, orthodontics the implant in the Galileos
digital integration as you are viewable immediately, and obstructive sleep implant software based
and your practice grow means restorative work apnea therapy. on prosthetic data and a
not only enhances your can start immediately as 3D image. Third, import
patients’ experience, it also there’s no holdup waiting the planning data into the
enhances yours and that of for X-ray film to develop. CEREC software, which
your entire dental team. will create a surgical
guide with a depth-stop
2D Imaging and CEREC Choosing the right tailored to the selected
solution up front to implant and position for a
High-definition digital provide seamless, precise fit. The implant is
intraoral imaging lays the digital integration then securely and easily
foundation for effective placed in a minimally
as you and your
treatment, making Schick invasive procedure using
practice grow not
33 digital intraoral sensors the surgical guide. Finally,
the ideal entry point
only enhances your use the CEREC software
to the Dentsply Sirona patients’ experience, to design the abutment
product family. With a it also enhances yours and crown that you can
theoretical resolution of and that of your entire immediately produce with
dental team.
18Today, CEREC is a bona fide
restorative powerhouse—and when
teamed up with a 3D extraoral
imaging system such as Galileos—the
two technologies can be utilized for
a full scope of procedures, including
implantology, orthodontics and
obstructive sleep apnea therapy.
the CEREC MC X or MC XL milling the 3D X-ray data are recorded
unit and place it right then and using either Galileos or Orthophos.
there—and all in a single, convenient Next, use the CEREC Omnicam
visit for the patient. camera to capture images of the
patient’s upper and lower jaw and First, the 3D X-ray data
Orthodontic clear aligners and subsequent fusion with 3D data are recorded using either
sleep apnea appliances within the software. The SICAT Galileos or Orthophos
Air software allows automatic
CEREC and Galileos or Orthophos segmentation of the upper airway,
also make a great technological and all parameters required are
team-up for orthodontics and sleep shown for each sectional view and
apnea treatment. 3D imaging is facilitate the analysis of the airway.
integral for the visualization and Constrictions are highlighted in
diagnosis of orthognathic movement color and the upper airway can be
and associated craniofacial examined precisely thanks to the The SICAT Air software allows
structures. Once armed with this endoscopy feature. The variety of automatic segmentation of
diagnostic information, the upper display options and an automatically the upper airway
and lower arches are scanned with generated patient handout supports
the CEREC Omnicam camera. the consultation with your patients.
The digital arch scans are readily Lastly, order the SICAT OPTISLEEP
accepted by over a half-dozen appliance online with the click of
clear aligner manufacturers, or you a button. SICAT OPTISLEEP is a
can upload them directly to Sirona two-piece appliance, offering great
Connect for production. comfort due to its slim design. SICAT
OPTISLEEP enables the sealing Order the SICAT OPTISLEEP
Likewise, the workflow process of the lips to encourage normal appliance online with the
for producing customized sleep breathing while sleeping. click of a button
apnea appliances is similar: First,
Dentsply Sirona World offers 12 educational tracks, including CEREC and Imaging. Visit dentsplysironaworld.com to
see the programs and presentations we’ve got lined up for each track at Dentsply Sirona World 2018 in Orlando.
19Defining Moments
of Dentsply Sirona
World 2017
Dentsply Sirona World
2017 was met with rousing
success as the dental
world’s best and brightest
luminaries congregated in
Las Vegas for three days Michael Augins' opening speech
of unparalleled education invigorated attendees and set
and entertainment. Join us the tone for an unprecedented
as we take a look back on extravaganza. Augins emphasized
the four themes of Dentsply
some moments that defined
Sirona World—Live, Love, Laugh
Dentsply Sirona World and Learn, and why each plays
2017—an event that truly a pivotal role in creating such
lived up to its billing as The an abundant experience for
More than 8,000 attendees
Ultimate Dental Meeting. all attendees.
packed The Venetian for The
Ultimate Dental Meeting—a
new event record.
Beachbody Fitness Expert and
international certified trainer
Joel Freeman jump started
attendees with a Mixed Martial
Arts-styled (MMA) workout
program that was both
invigorating and challenging.
With a career in the fitness
industry that spans more than
15 years, Freeman specializes
in teaching others to maximize
their physical abilities while
living a healthy lifestyle
conducive for optimal fitness.
20The dental
world’s best and
brightest luminaries
congregated in Las
Vegas for three
days of unparalleled
World-renowned actor, musician
education and
and philanthropist Will Smith entertainment
sat down for an exclusive and
engaging interview on the first
evening of Dentsply Sirona
World 2017. The two-time
Academy Award nominee
discussed his journey from
his humble upbringing in
Philadelphia to becoming a
global superstar, stressing the
importance of tenaciousness
and perseverance as ingredients
for attaining success.
Laughter engulfed the ballroom
as Jeff Dunham performed
his live standup routine for
audiences. Dunham had his
sidekicks in tow and energized
the room after a full day of
educational breakouts. His
satirical ribbing about dental
professionals and the event was
perfectly tailored to fit Widely-recognized visionary
the audience. optimist Simon Sinek inspired
Attendees enjoyed some out
event-goers with an insightful
of this world fun with the
speech on developing
Intergalactic Space Race.
leadership skills while tapping
Decked out in alien costumes,
into their motivations. The
participants took part in an
author of “Together is Better”
untimed fun run on Las Vegas
enticed audience members
Blvd that left everybody
to take action and enhance
involved elated to take part in
their personal and professional
this 2017 space odyssey.
brands by identifying their
personal strengths while
mitigating their weaknesses.
21More than 8,000
attendees packed
The Venetian
for The Ultimate
Dental Meeting—a
new event record.
Dr. Tarun Agarwal and Dr. Erin
Elliot shared the challenges
of dealing with sleep apnea
in the dental practice. Both
experts examined the
importance of identifying
sleep apnea, and how to
effectively treat the condition
with the help of staff
and patients.
We were honored to welcome Grammy-Award winning band
a plethora of our U.S. military Imagine Dragons delivered
to The Ultimate Dental a dazzling performance for
Meeting. Dentsply Sirona attendees to enjoy. Known for
is a proud supporter to all their breakthrough single
the brave men and women “It’s Time,” as well as 2017's
who risk their lives to defend hit “Believer,” the talented
our freedoms, and it was a four-man rock band exemplified
privilege to have them on hand the incredible entertainment for
at the event. which Dentsply Sirona World
has become known.
22A clearly superior
full arch aligner
for all clinicians.
Exclusive premiere at
Dentsply Sirona World 2018.
Dentsply International Raintree Essix • 7290 26th Court East • Sarasota, FL 34243
©2018 Dentsply Sirona All Rights Reserved. RTE-126-18 Issued 6/18Who’s Really Going to the Dentist:
Why Adults
Forgo
Dental Care
American adults are more likely to forgo dental care than reason to skip going to the dentist could be caused by
any other type of healthcare. A 2014 ADA study indicated improvements in oral health, advances in oral literacy, or
that 22.9% of adults are either unsure or definitely do not a shift in the value proposition of oral care.
plan to visit a dentist on an annual basis.
Despite the lack of perceived need, adults are
The reasoning for this phenomenon was previously recommended to visit the dentist at least twice a year
believed to be exclusively due to cost however, surveys for hygiene cleanings. Even among the most diligent
also show that cost is not as big a barrier to dental care brushers and flossers, there’s no substitute for the
as years past. Interestingly, 32.7% of adults feel that proficiency of a professional dental prophylaxis and a
they do not require dental care, while 14.1% feel they set of diagnostic X-rays. Adults choosing to forgo annual
lack the time to schedule and follow through with an cleanings allow for the buildup of plaque and tartar,
appointment. These results demonstrate that adults which is impossible to remove without professional
are neglecting dental care because they don’t see the intervention. Moreover, twice-yearly visits allow for the
necessity, nor are they willing to sacrifice the time. detection of abnormalities, such as oral cancer, while
aiding patients in keeping some of their bad habits, such
The perceived need for dental care has declined, perhaps as smoking and drinking, in check to prevent oral issues.
because people view oral health as less important It’s critical for the dental professional to emphasize
than medical healthcare. This trend has become more the importance of regular visits to each and every one
prevalent among higher income, privately insured of their patients to enhance awareness and prompt
adults who simply believe there’s no need in visiting the biannual appointments.
dentist yearly. The prominence of “no need” cited as a
Americans now report that while the
high price of dental care still acts as a
deterrent, improved insurance coverage
and payment options have closed the
price gap and enabled more adults the
ability to see a dentist regularly.
24Another factor
which plays into
many adults
skipping oral
care relates
to the long-
standing fear
and anxiety
22.9% 32.7% 14.1% associated with
of adults are either of adults feel that feel they lack the going to the
unsure or definitely they do not require time to schedule and
dentist.
do not plan to visit dental care follow through with
a dentist on an an appointment.
annual basis.
Time is another big factor that plays into adults with these phobias, displaying at all times correct personal
avoiding dental care. Between work and home life, it’s protective equipment, and promoting self-care by
often difficult for adults to maneuver any healthcare encouraging their patients to signal at times of discomfort
appointment into their busy schedules, especially while promoting tranquil solutions such as music. Such
when it comes to dental. While any responsible parent strategies can positively affect the negative feelings many
will ensure that their children regularly see healthcare have about dental offices, thus spurring an increase in
professionals, they might be more inclined to skip these overall patient attendance.
appointments on their own behalf. To combat this
tendency, the dental community can convey to these The prominence of “no need”
forgoers that a comprehensive annual checkup can be
completed in under an hour. That provides a sufficient cited as a reason to skip going
window for patients to plan around and schedule to the dentist could be caused
appointments more frequently.
by improvements in oral health,
Closely related to perceived time constraints, adults
advances in oral literacy, or a shift in
might also forgo dental appointments due to lack of
convenience. These individuals may recognize the the value proposition of oral care.
importance of dental checkups, and be willing to
dedicate the time for an appointment, yet require a The good news for the dental community is that the cost
more streamlined and simple process for securing an barrier has diminished—Americans now report that while
appointment. As such, dental professionals have begun the high price of dental care still acts as a deterrent,
adapting to those concerns by implementing online improved insurance coverage and payment options have
appointment booking to their websites, therefore closed the price gap and enabled more adults the ability
substantially increasing patient convenience. to see a dentist regularly. Moreover, adults should realize
that technological advancements have made it easier and
Another factor which plays into many adults skipping more convenient to schedule a quick, yet comprehensive
oral care relates to the long-standing fear and anxiety appointment within a time frame convenient for them. It’s
associated with going to the dentist. Every dentist has incumbent upon dental professionals to identify and rectify
experience with the petrified patient who cannot relax non-cost related reasons for adults forgoing dental care,
regardless of all efforts. Dental professionals can allay because there’s never “no need” to make two visits to the
some of these fears by understanding and sympathizing dentist each year, regardless of one’s level of oral health.
25Supporting Our
"In certain branches of the military,
certain dental conditions...will
prevent the soldier from being
Armed Services
deployable, so having the ability to
turn that patient around in a very
short period of time helps their
readiness status and deployability."
We spoke with Adam Busch, A: Yes, it’s also important
CEREC® Product Manager, about for aircraft pilots and naval
the ways in which Dentsply Sirona personnel on submarines due to
equipment plays an essential part the air pressure extremes in those
in supporting our troops. two environments—pressure can
be a significant issue if you have
Q: In what ways does Dentsply a dental problem, and that ties
Sirona help support the United directly into some of the extreme
States Armed Forces? missions that they go on.
A: The U.S. government looks at Q: Why is it so important to
their dental equipment as more have a dedicated focus on our
of an enterprise solution to satisfy military customer?
their needs. The CEREC system for
single-visit dentistry satisfies all Due to the stringent
their requirements in a significant requirements of the U.S. military,
way. For the U.S. armed forces, having a dedicated sales and
minimizing the dentist’s time service representatives to
in completing the restorative serve our military customers
Free dental care
procedure to a single visit, not is extremely important, not
only provides the benefit of the only to us, but to our military
for veterans—
dentist being able to see more
patients, and it also presents the
customers. This allows us to
provide a dedicated focus
YOU CAN HELP!
patient with a DOD asset of not to their specific needs. For
having to take time off from work example, the military has unique
Dentsply Sirona has partnered
again for that second visit. This requirements and complexities with Fortune Management
actually doubles their return on when it comes to data security to help support and promote
investment, because not only is it and cyber security. In those their annual “Freedom Day”
the doctor’s time, but the patient’s cases, we are able to collect their event. Freedom Day USA is
time as well. It also helps with requirements and communicate America’s largest Military
the readiness for the forces. For them to Dentsply Sirona R&D Thank You event. One day each
example, in certain branches of so that these specific product year, dental offices say “Thank
the military, dental conditions such requirements can be addressed
You” by providing free dental
as Class III caries for example, will and worked into our technologies
treatment services to those
prevent the soldier from being and production schedules. Our
who have served our country
deployable, so having the ability to support extends beyond the sale
turn that patient around in a very too. We customize a sustainment
and the family members who
short period of time helps their agreement for them that helps support them.
readiness status and deployability. support their training efforts, and
we work with cerecdoctors.com For more information about
Q: That’s interesting! Never knew to provide continuing education Freedom Day USA and to
that something such as a cavity on an ongoing basis free of register your office, visit
could have such an impact on charge for military as well as www.freedomdayusa.org/
the life of military personnel. Are veterans and the VA. dental-teams today.
there any other instances where
dental issues can preclude them
from carrying out their duties?
26GAC’s In-Ovation X
Take a Good Look at Great.
Crafted in collaboration with the orthodontic community, the new
In-Ovation X bracket gives you the precision you want, the control you
need and the confidence you deserve.
For better, safer and faster outcomes, take a good look at great with
GAC’s In-Ovation X from Dentsply Sirona Orthodontics.
Put the future of self-ligation at your fingertips with In-Ovation X.
• Enclosed Clip Mitigates Calculus Build-up
• Easy Opening with No Dedicated Instrument
• Reduced Overall Profile
• Reduced Curvature Improves Clip Strength and Increased Wire Retention Forces
www.inovationx.comA Great Dental Practice Facebook Page
Your practice’s Facebook page is the
foundation of all of your efforts on
the platform. When building this
page make sure it has the content
desired by all patients looking for
It’s Easy to be Social: a dentist. Also, if you have a personal
How to Grow
Facebook page already, or plan to
create one, make sure you create a
separate professional page that is
dedicated to promoting your
Your Practice
practice only. Your professional
page is just that—professional,
as it represents your business.
With Facebook
Perhaps the most important aspects
of your practice’s Facebook page are
your profile photo and cover photo.
These images will be the first things
someone sees when they reach
Facebook is everywhere today and We’re going to show you the key your page so it’s essential to leave a
has a variety of uses in our personal components of how to grow your welcoming impression. For your profile
lives from keeping in touch with practice on Facebook, from building picture an image of your practice’s
friends and family to checking a compelling practice Facebook logo is a great fit. For your cover
out the latest cute animal video. page to using paid content to bring photo consider a happy group shot of
However, if you’re a dentist it’s time new patients to your door. If this your entire staff. This is a great way to
to stop thinking about Facebook seems daunting don’t worry—you convey your practice’s positive energy
as a fun little app you use on your won’t need another doctorate (or to current and prospective patients.
phone, and start thinking about the any prior experience with Facebook)
platform as a cost-effective means to be successful! If you want to set your page apart
to market and grow your practice. from your competitors you can use a
28video as a cover instead of a photo, from your cellphone and any deals message and thorough knowledge
giving you more interactivity and the that you’re currently offering of the demographics of your
option to give patients a tour around such as referral specials or new patient base.
the office right from your Facebook patient packages are great ways
page. It’s very common for patients to catch peoples’ eyes when they When deciding what message to use
to have anxiety about visiting the are browsing their own Facebook in your paid content, consider what
dentist and having positive imagery feeds. Make sure you don’t post would motivate a patient to choose
like this on your practice’s Facebook strictly about your business though; you as their dentist. This could be
page is a great way to put potential including the occasional funny video a first-time discount offer, or if this
patients at ease and make them feel or image can be a nice touch and isn’t an option, messaging on why
comfortable about selecting you for add a good dose of personality to your practice is the patient-centric
their dental treatment. your presence. location that they’ve been looking
for can make an engaging piece of
Additionally, make it easy for Getting New Patients With paid Facebook content.
patients to contact you directly Paid Advertising
from your Facebook page. Including While your choice of messaging
contact information such as your Paid advertising is the essential is crucial, it will all go to waste if
office location, phone number, email component of a successful Facebook you don't take advantage of the
and office hours in your Facebook marketing plan. Unpaid content is advanced targeting capabilities
page’s “About” section is very necessary for your practice’s page, offered by Facebook. Facebook’s
important in order to streamline a but it will not be a major driver guided ad creation process makes
patient’s process from visiting your of new patients. This is because this extremely easy and gives
Facebook page to walking through unpaid content only appears in the you access to granular targeting
the door for their first appointment. News Feeds of people who already information such as profiling
like your practice’s page or those people by their location, profession,
Staying Top of Mind With who find your page organically on age, gender, education and much
Unpaid Content their own. Naturally, this will be more. This level of flexibility allows
a small fraction of the thousands you to reach so many different
Now that you have your Facebook of people near your practice that demographics and gives you the
page set up it’s time to start sharing you’re interested in reaching. By ability to reach the individuals you
some content. Anyone who likes/ using paid advertising you’re able to think are most likely to become a
follows your page regularly receives reach all of those potential patients new patient. For example, if you are
your updates in their Facebook nearby that likely don’t know about a general dentist and the majority
News Feed, meaning frequently your business. Simply put, if you’re of your patient base are married
posting content is a great way to looking to grow your practice, paid men in their late 30s you can set
stay top of mind among your current Facebook advertising is an up your targeting to reach all men
patients. It’s important to note that absolute must. between the ages of 36-39 that are
you shouldn’t measure your success listed as being married within 20
on Facebook by the number of miles of your practice. This approach
page likes/followers that you have, Good news: you won’t need a can be replicated to match any
but if you feel that you have had a huge marketing budget in order to practice’s specialty and patient base;
low number you can leave a sign in take advantage of paid Facebook if you know who you want to reach
your waiting room that encourages you can find them through paid
advertising. The two key things
patients to like your practice’s Facebook advertising.
that you will need are a compelling
Facebook page after a visit.
message and thorough knowledge
With these guiding principles in
When posting content on your of the demographics of your
mind you’ll see that it’s easy to be
practice’s Facebook page, don’t just patient base. social, so get out there and start
post at random—make sure you’re growing your practice on Facebook.
going in with a strategy. There’s a For more on the latest tactics in
variety of different content you can Good news: you won’t need a practice marketing, social media and
post that will help your business: huge marketing budget in order to so much more be sure to register
Posting photos with happy patients take advantage of paid Facebook for Dentsply Sirona World 2018 at
after a visit, brief video testimonials advertising. The two key things dentsplysironaworld.com today.
from patients that are recorded that you will need are a compelling
29A Practice Website that Converts:
Is Your Website
Hurting Your
Business?
219
In today’s digital world it’s extremely likely that a
potential patient’s first experience with your business
and brand will be through your website. If you
contracted someone to build a practice website for you
years ago and haven’t thought about it much since,
then it could be actively hurting your business. How
do you build a website for your practice that converts
prospects into patients? Let’s take a look.
Mobile-Friendly Design
Mobile-friendly design is far and away the most
important element of your practice’s website. All of
your efforts online will be wasted if your entire site is
67%
not optimized for viewing on smartphones and tablets:
“What Users Want From Mobile Sites Today” a recent
survey from Google revealed some compelling statistics
on what a mobile-friendly site means to people. Of those
surveyed 48% said that if a site didn’t work well on their 67% of mobile users
smartphones, it made them feel like the company didn’t said that when they visit
care about their business, and 67% said that when they a mobile-friendly site,
visit a mobile-friendly site, they’re more likely to buy a they’re more likely to buy
site’s product or service.
a site’s product or service.
Additionally, making your practice website mobile-
friendly gives potential patients the ability to find your
practice and learn about your services regardless of
whether they’re sitting at their desktop computer or
have a few minutes to do research while waiting for their
lunch during the workday. Offering this level of flexibility
gives your practice a favorable advantage over all
competitors lacking mobile-friendly design.
30Content That Converts Make it Easy to Stay in Touch
Make sure that your website includes a section that Instrumental to converting potential patients into
clearly communicates the services you offer in terms customers through your website is having actionable
a layman can understand. Most patients are out of contact information readily available. Make sure you have
touch with dental terminology, so speaking to the a page dedicated to displaying all of your contact details
lowest common denominator will help the largest such as phone number, address, office hours, email
number of people understand if your practice fits address, etc. That way as soon as a patient is interested
their needs. in your services they can get in touch right away.
Also, if your practice incorporates advanced dental Equally as important as this contact information is
technologies such as CEREC®, 3D imaging equipment, displaying which insurance providers are accepted at
or Intelligent Treatment Centers, be sure to explain your practice. In “What Dental Patients Want” a 2016
how these technologies benefit patients and avoid study from Futuredontics, it was discovered that the
using clinical jargon. You may understand the many most influential factor for patients when choosing a
clinical benefits offered by CEREC but the vast dentist is that the practice accepts their insurance plan.
majority of patients aren’t familiar with how this will Providing potential patients with this information right
impact their dental treatment experience. on your website streamlines their research process,
making it a great way to check the most important box
An absolutely crucial piece of content to include in getting a new customer.
on your practice site is patient reviews. You should
include reviews from a variety of sources such as Contact and insurance information are essential for
Google reviews, Healthgrades and Yelp. Any potential quickly bridging the gap between someone finding
patient that finds your website won’t be surprised that your website and becoming a full patient, but additional
it talks about the high quality services you offer, but contact features that make it easier to stay in touch can
adding glowing reviews from the above sources is an elevate your practice’s business even more. Consider
amazing way to validate that your practice is the one including a basic contact form that request a potential
they should be going to for their dental care. patient’s name, phone number, email and asks why they
are reaching out. A feature like this further streamlines
the patient’s process from discovery to appointment
by allowing them to get in touch with your staff
without even having to make a phone call.
Furthermore, giving patients the option to book
an appointment entirely online is a surefire
way to guarantee that your website is properly
converting prospects into new patients as well.
The most influential factor for patients
when choosing a dentist is that the
practice accepts their insurance plan.
Providing potential patients with this
information right on your website
streamlines their research process,
making it a great way to check the most
important box in getting a new customer.
Now you have the knowledge needed to enhance your
All of your efforts online will own website or build a great one from scratch. If you’re
be wasted if your entire site is interested in learning more on other key subjects in
not optimized for viewing on dentistry be sure to register for Dentsply Sirona World
smartphones and tablets. 2018 at www.dentsplysironaworld.com today!
31Cavitron Touch®
Ultrasonic Scaling Systems
Effortless rotation
is now within reach.
Introducing Cavitron Touch® with Steri-Mate® 360—a
reimagined unit that offers unprecedented1 comfort and
control throughout every procedure, featuring:
• Ergonomic design with lightweight cable and fully
rotating Steri-Mate® 360 handpiece allows free
flowing movement and access within the oral cavity
• An innovative touchscreen interface for ease of use
Cavitron® Steri-Mate® 360
Available exclusively with Cavitron Touch®
and Cavitron Integrated Built-In Systems2
There’s only one Cavitron®. Did you know?
For more information or to request a demo, call 1.800.989.8826 Cavitron Ultrasonic
or visit cavitronsystems.com. Scaling Technology
can be integrated into
1
New technology compared to current Cavitron systems
2
Steri-Mate® 360 available on G139 Integrated unit only
a dental delivery unit.
© 2017 DENTSPLY International
Cavitron® and Steri-Mate® are registered trademarks and Cavitron Touch® is a trademark of DENTSPLY International and/or its
subsidiaries CAV27-0715-2 Rev. 2You can also read
