Unique chemistry convinces first-time users

Is there anything new from Shofu here at CDA’s fall meeting?

Lynne Calliott: We’re continuing the launch of BeautiBond, our seventh-generation bonding agent, which is a very unique product with two dual adhesive monomers. One monomer concentrates on bond strength for dentin and the other on bond strength for the enamel. Thus far, we’ve been getting a very favorable response.

C. Brian Melonakos: Yes, we’ve been very pleasantly surprised that our reorder rate among first-time users has been excellent. We do have a challenge, and this is not the first time that I have seen this in launching a new restorative product. We do try to follow up with those who have purchased the products, and there are a number of dentists who have purchased product, but literally have not gotten around to opening the box to try it.

We know that even when you sell a product or sample, you still need to follow-up and encourage actual trial usage. If we can get to the point of trial usage, we’re getting excellent feedback [from users] saying that they are very happy with the product. That, I think, is the biggest challenge of any new product in this crowded industry.

It seems like dentists are open to taking samples or purchasing a kit, but to actually change their habits, in terms of which product they actually use, is a big challenge for all of us. However, we are very pleased with the reorder rate of those who have used it.

Any new ideas floating around at Shofu that you can share with us?

Melonakos: Several companies have introduced new flowable products. We have a number of, two if not three, flowable products coming. We’re going to cover the entire gamut of assorted shades, and they all have fluoride release.

We’re also working on a new concept within our company that we call MICD, which stands for minimally invasive cosmetic dentistry. There’s been a lot of talk for years now about overall minimally invasive dentistry, but minimally invasive cosmetic dentistry is a whole philosophy about how to approach cosmetic dentistry.

I don’t have a lot to tell you about that right now. It was first mentioned at the FDI meeting last week in Singapore, but over the coming months you’ll be hearing a lot more from Shofu on this concept.

This year has been excellent for growth in our Beautifil II restorative material. This year’s sales are double those of last year, and last year’s were double of the previous year, so from a relatively small base we’re getting much broader interest and usage right now, including a number of key opinion leaders.

Calliott: It was the top pediatric product with the Dental Advisor. For whatever reason, the pediatric group has sort of embraced the product, perhaps because of the high fluoride release and recharge. Thus, they seem to have latched onto it and recommend it due to ease of use.

Melonakos: You don’t have to layer anything. It just blends in so well.

Calliott: It’s a very nice system, and it has gotten some very nice press and overall recognition this year, which I think has encouraged people to take a look at it a second time.