Compendium

January 2012, Volume 33, Issue 1
Published by AEGIS Communications

Listening to Customers Drives Innovation at Ultradent Products, Inc.

Ultradent Products, Inc. listens to its customers, and Dan Fischer, DDS, CEO and President, is passionate about responding to their needs. “I really believe it’s vital to listen to the desires of those we serve. It’s the most simple yet greatest opportunity to understand and deliver what our customers need.”

Paying close attention to the needs of its customers is what helps drive Ultradent’s product development, particularly with regard to its whitening products, according to Fischer. Among the many changes in the dental market in recent years, he notes, is the realization that many patients prefer simplicity with their whitening systems. “They respond well to the idea of being able to update their smile at a moment’s notice and dispose of any of the tools after,” he says. “This is what triggered Ultradent to launch Opalescence^® Trèswhite Supreme—the preloaded, disposable whitening system.”

Available in concentrations of 10% and 15% hydrogen peroxide, Opalescence Trèswhite Supreme’s preloaded whitening trays are clear and discrete, fitting comfortably over patients’ teeth. Their disposability makes them convenient to use, and the various flavor options make their use pleasant. The potassium nitrate and fluoride (PF) formula strengthens enamel while helping decrease sensitivity and preventing caries. The trays require no impressions, molds, or lab time, and results can be achieved in about a week with 15 to 30 minutes of wear-time per day, according to the company.

Opalescence is a sticky, viscous composition that keeps the whitening gel in place. “In formulation of Opalescence, we insisted on a substantial amount of water,” says Fischer. “Water is necessary to keeping teeth healthy. One of the problems with light-activated bleaching is that the lights can significantly dehydrate the teeth. The patient will observe white teeth after a treatment initially, due to the peroxide and also dehydration. They’ll look in the mirror after a treatment and say ‘wow,’ but by the next day or two, the dehydration recovers and the teeth will rebound in shade.” Dehydrating teeth can also make the nerve and pulpal tissues more sensitive, and the teeth can even become more prone to cracking, according to Fischer.

Another example of Ultradent responding to the needs of its customers is the development of Opalescence Oh!™, unit-dose bulbs that give busy patients the ability to be prepared to conveniently whiten their teeth wherever they are. Each bulb is filled with the precise amount of gel for one whitening tray. “With Opalescence Oh!, patients on the run can grab two or three unit-dose bulbs, slip them in a pocket or purse, and be prepared to whiten in a more convenient fashion,” says Fischer.

Fischer goes on to say, “We work hard to meet the needs of all of our patients by having offerings that can address a variety of needs.” He acknowledges that some patients are better served by an in-office treatment. “And, some others prefer that the dentist or hygienist supply a few take-home treatments to shorten the time spent in the dentist’s office. The point is to offer a variety of options.”

Some patients are on a tighter budget, and an economical take-home modality may be important to them. “Something that all patients from all walks of life have in common is a desire for whiter teeth and avoidance of pain, regardless of their background or socio-economic group. Whatever we can do to make the whitening process as accessible and comfortable as possible is a positive.”

Patients who have used Ultradent’s whitening products can maximize the whiteness of their teeth by using a high-quality toothpaste that addresses external stains with low abrasivity. According to Fischer, “Many patients today have tooth-colored and esthetic filling materials. If they use certain overly abrasive whitening toothpastes for addressing external stains, it can make the white fillings lose their luster and polish. They can even cause the teeth to retain more stain and plaque going forward.”

In yet another response to the desires of its customers, Ultradent ensures that preservation plays an integral role in the company’s strategy. “As generation X and Y’s get older in age, there’s an even greater drive to preserve their natural enamel and dentin. So, with that broader concept in mind, tooth whitening that utilizes the potassium nitrate and fluoride added to our Opalescence products is the most conservative way to enhance these younger customers’ smiles and preserve their once-in-a-lifetime enamel,” Fischer explains.

A valuable resource for customers looking to pursue whitening treatment is Ultradent’s website. Included on the site is a brochure dedicated to the topic of whitening that not only explains all of the company’s whitening products but also provides answers to frequently asked questions about whitening. For example, it describes how the process of bleaching works and how bleaching affects bond strength. It also explains bleaching as it relates to tooth sensitivity, and how Ultradent’s Opalescence products reduce sensitivity and increase comfort by including potassium nitrate and fluoride desensitizing agents. The user-friendly online brochure also explains how whitening is best achieved through dentist supervision, and that with the proper materials used appropriately, tooth whitening treatments today are completely safe and effective. This supervision includes an initial diagnosis, professional teeth cleaning, briefing on the chosen whitening process, and monitoring of the patient during the treatment phase.

Fischer points to “the cases with a missing central or someone with dark disfigured teeth.” What used to be considered merely a “want” but not necessarily a need is no longer just a desire. He elaborates, “A pleasing smile in today’s western world is a full-fledged need.”

Fischer reiterates, “It is really important that we listen to the needs of our marketplace, which is dynamic and ever-changing. It’s changed even more so during this recession.”

Ultradent Products, Inc.
505 W. 10200 S.
South Jordan, UT 84095
800-552-5512
www.ultradent.com

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