Dental News - Microcopy: Singular focus sets burs as market leaders

Dental Tribune International

Fri. 25 May 2018

save

ANAHEIM, Calif., USA: Paul Tucker, five months into his new position as the CEO of Microcopy, is focused on increasing the company’s global presence by emphasizing what Microcopy has been doing best for 29 years: developing thoughtful, efficient and affordable products for single-patient-use dentistry.

“We’re constantly innovating single-patient-use products,” Tucker said during an interview at the recent CDA Presents the Art and Science of Dentistry meeting. Tucker, who brings 15 years of executive-level dental-industry experience to the job, was named CEO in October. His primary leadership focus: “I want the company to be better known on a global level, to become truly international.”

To get there, Tucker plans to focus on what has made the 48-year-old company the market leader in burs ever since it pioneered the concept of single-patient-use burs almost 30 years ago: “Microcopy is constantly innovating new ways to effectively and efficiently fill the need that dentists have for smart, educated products. … When you’re looking for high-quality products that will economically meet your needs, why wouldn’t you go with the market leader?” Tucker asks.

The question is largely rhetorical, when coming from the company that commands about 50 percent share of the market. To help explain the success, Tucker equates the use of a bur to a toothbrush. “You don’t want to use somebody else’s toothbrush. So why would you want to use somebody else’s bur?”

The near universal answer to the question is driving growing demand for the company’s core products, The NeoDiamond and the NeoBurr.

“These burs provide a huge economical advantage. They’re of the highest quality. There’s no need to be concerned about infection control. And there is no need to be concerned with the consistency of cut. As we like to say at Microcopy, ‘Fresh cut, first time, every time,’” Tucker said.

The NeoDiamond is America’s No. 1 selling diamond. Each is gamma-sterilized and individually wrapped in a clear and white poly packet, identified by diamond number, shape and description. But convenience and patient safety are just the starting points. The commanding market share has just as much, if not more, to do with the burs’ reputations for fast, clean, consistent cuts.

The NeoBurr’s reputation is just a strong, if not stronger. Literally. The tungsten-carbide bur is up to 70 percent stronger than the competition. Its single-piece construction and blended neck design result in a dramatic reduction in carbide’s tendency to break.

“When you couple the sharpness and efficiency of the NeoDiamond with the strength of the NeoBurr, there’s no reason to use anything other than Microcopy,” Tucker said. “You get multi-use quality at a single-use price.”