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news 15Show Review IDS Cologne 2015 nBIOLASE's new president and CEO, Jeffrey Nugent, was initially ap- pointed interimCEOinJune2014and accepted the permanent role of pres- ident and CEO in September. Previ- ously, Nugent had served as Presi- dent and CEO of Neutrogena and Revlon. “Having worked in dermatology for the better part of the last ten to 15 years and, before that, in a number of other businesses, I know that less than 10 per cent of dermatologists usedlasers15yearsago,”Nugentsaid. “Today, virtually every dermatologist has at least one or two lasers in his or her practice for real patient–practice benefits,” he stated. “Coming into BIOLASE, I saw the profound differences that lasers can make in the practice of dentistry. It’s a market in need of improved clinical benefits, patient preference in terms ofsignificantpainreduction,andprac- tice growth opportunities for our pri- mary audience, which is dentists.” To that end, Nugent said that one of the first things he did at BIOLASE was shut down its focus on any segment other than dental lasers. “We’re essentially refocusing the direction of the company almost 180 degrees,” he said. “One of our objec- tives is that a minimum of 30 per cent of our revenue every year will come from new or improved products.” This is in line with the company’s refocus on placing customers first. “Ourcommitmenttothedentalprofes- sionalisthemostimportantthingthat we do,” Nugent said. New and improved products by BIOLASE include both EPIC X and WaterLase iPlus 2.0. “We introduced a new diode laser, EPIC X, back in November, that is the result of a total focus on quality,” Nugent said. “And [in February] in Chicago, we introduced the new WaterLase 2.0, which is a product up- grade offering significant improve- ments to uptime and functionality.” Another new concept from BIOLASE is the Practice Growth Guar- antee,whichisanindustryfirstinden- tistry, according to Nugent. “The Prac- tice Growth Guarantee is our commit- ment to dentists that we are going to guarantee that they will grow their practice by focusing on the seven core procedures identified by dentists as themostimportant,”Nugentsaid.“We assure them that we are going to work with them by providing practice mar- keting materials and more training as- sistance. With the increased ease of use of the WaterLase, it all works to- gether to address the No. 1 need that we hear from dentists: growing their business. That’s not to diminish the dentists’ focus on clinical outcomes and patient needs, but they are busi- ness people and they want to build their practice.” Practice growth could mean a number of different things, according to Nugent. It might mean more pa- tients, it might mean more referrals or itmightmeanbeingabletotreatmany of the patients who before would have been sent elsewhere. “We’repartneringwiththedentist and, in six months, if you haven’t grown your practice, we’re going to come in and do an analysis and figure outwhy.Andwe’llcomebackandgive you more resources.” BIOLASE believes that practice growth arises from clinicians enhanc- ing patient experience. “One of the things we’re really fo- cused on is making sure that dentists retainmoreoftheirpatientsanddon’t havetoreferoutornotnearlyasmany patients as they did before because they’renowcapableofhandlingthose procedures,” Nugent said.7 For more information on EPIC X, WaterLase iPlus 2.0 or BIOLASE’s Practice Growth Guarantee, visit www.biolase.com. The new BIOLASE:Practice growth assured In 2015,BIOLASE,a leader in the dental laser segment,has had quite a number of changes,including a new president and CEO; a renewed focus on placing customers first; new and improved products,such asWaterLase iPlus 2.0 and EPIC X; and its groundbreaking Practice Growth Guarantee. Fast, High-Quality Images IP Size 0, 1, 2, 3 and True 4c Touch Screen with Preview Network and TWAIN interfaces - FireCR Dental PSP System AD TDI0715_15_Biolase 04.05.15 09:48 Seite 15 TDI0715_15_Biolase 04.05.1509:48 Seite 15