An insight into NobelProcera

In August 2008, Nobel Biocare cemented its relationship with dental laboratories the world over by appointing Mr Hans Geiselhoringer as Head of NobelProcera.

Mr Geiselhoringer, a dental technician, had been acting as an external advisor to Nobel Biocare for several years so this role was a logical progression. He also continues to own and operate commerical dental laboratories. Hans initially trained as a dental technician in Germany and went on to qualify as a Certified Dental Technician. He completed further dental training with a focus mainly on anaplastology/epithetics, as well as technical business administration. Since 1998, he has been working on an independent basis with the company that he founded, Dental X GmbH, a Munich-based laboratory specializing in implantology, anaplastology and functional and aesthetic reconstructions. He conducts research on materials and techniques, has published various articles in scientific journals and the trade press, trains speakers and is himself an active speaker, appearing regularly at major international dental conferences and symposia. Through his continued work in his own dental laboratory, and his profound knowledge of and extensive networks within the dental industry, he is uniquely qualified to optimize NobelProcera and establish Nobel Biocare as the leader in individualized prosthetic solutions. Here he speaks exclusively to eLABORATE.

ADP: Hans, please describe your new role with Nobel Biocare considering you still own and manage your own dental laboratory business in various parts of the world?

HG: As Global Head of NobelProcera, I am working with a focus on product development, science and research. With my department, Nobel Biocare will expand the portfolio by evaluating, deciding on and implementing new solutions, developing new materials, techniques and technology for scanners and software as well as scientifically evaluating and supporting current and new solutions. Also, with the support of other internal functions such as Marketing, Global Communications and Training & Education, the Procera department will produce new marketing and product materials and tools. We are also currently establishing a top-notch customer support services organization and are in-line to develop new concepts for training and education.

And yes, you are correct, I still do maintain - and of course will continue to run - my private dental laboratories. This is a very important aspect for me considering that the new Nobel Biocare and the new NobelProcera with all advancements and products are planned and designed by the technician for the technician and by the dentist for the dentist. This means that we listen very closely to the market's needs and respond to these demands. I strongly believe that you can support your customers and provide the best solutions only if you have an in-depth knowledge and understanding of the everyday routine. This is also the reason why Nobel Biocare listens closely to its external advisors, as their input has a big impact on our everyday business.

ADP: A recent press release describes two acquisitions - BioCad and Optimet - by Nobel Biocare. Why has the company taken these business decisions?

HG: There was one acquisition – BioCad - and one exclusive partnership - Optimet. Both companies offer excellent products and services that allow us to reinforce our leading position as a pioneer in digital dentistry and CAD/CAM technology. In today's market, a CAD/CAM system cannot offer solutions for crowns and bridges only, or only offer a single unit implant abutment. Instead, we must provide the entire range of restorative solutions. I do not want to have a separate system for different types of restorations in my laboratory; rather I want one that can do every job. To achieve this, the scanning technology is crucial and with the partnership with Optimet we have found the perfect addition. Their laser scanning system is superior to any conventional scanning system used in dentistry today (we will provide more details at the respective launch events). Handling and ease of use is another key issue. As a lab technician, I want a product that I can use immediately without major adjustments after delivery. I can assure you that the new NobelProcera software that BioCad has largely contributed to will have fantastic features.

ADP: How will the existing Nobel Biocare CAD/CAM systems benefit from the acquisitions of these two companies and how will they integrate into existing systems?

HG: The acquisitions will allow us to continuously extend our product portfolio for todays' needs in dentistry. By offering a broad range of solutions for natural teeth and implants, Nobel Biocare and Procera have been leading the field of CAD/CAM technology for many years. The products and solutions offered by both companies will extend and strengthen this position. We want to offer our customer not only the broadest range of solutions for teeth and implants, but also more importantly the highest quality. For NobelProcera, quality equals safety and this is what our customers and their patients will get.

ADP: How will these acquisitions affect current owners of Procera Forté and Piccolo scanners?

HG: The new software replaces the current front-end software for Procera scanners and features an intuitive user interface and new design solutions for bars, custom abutments, crowns, bridges, waxups and cutbacks. It also comes with a comprehensive tooth library.

ADP: What is the timeline for introducing these new systems/solutions and software to the marketplace?

HG: The complete range of solutions will be presented at all major industry events around the world in 2009. The launch of new products and materials will be initiated thereafter and certainly continue throughout the year. The new scanner can now be reserved with delivery estimated in June.

ADP: How do you see the opportunities CAD/CAM presents to the marketplace?

HG: CAD/CAM technology already can achieve fantastic results. We can design and manufacture with precision that which was unthinkable but a few years ago and the entire process of fabricating a restoration will now be more precise and less time-consuming compared to conventional manufacturing techniques. I am really looking forward to the integration of several other improvements we are working on currently that will not only lead to significant benefits for dental laboratories, but also in clinical practice.

I know that the entire dental business will benefit from these technologies, as time and labour consuming production processes will be eliminated, leaving more time for important aspects such as function and occlusion, aesthetics and especially treatment planning - which is unfortunately not in the focus currently.

ADP: Where do you see the future of digital dentistry? Is Nobel Biocare ready to lead the marketplace into a new era?

HG: Digital dentistry will be the future in our business and dominate our everyday routines. Whether you are a dental technician or a dentist, everyone can benefit from the advancements and improvements, but most important of all, our patients will benefit the most. CAD/CAM technology and digital dentistry will provide the highest material quality and precision irrespective of financial means. The extension of the product range will allow the practitioner to discuss several treatment options available for a clinical situation and it will be the patients' choice to select the one that suits best.

ADP: How will the patients benefit from the new solutions and digital dentistry?

HG: As stated before, I see a clear benefit in the excellent product quality and safety we provide the patient with. Industrial manufacture ensures consistent quality irrespective of the chosen type of definitive restoration, unrivalled precision and choice between different materials. This is the reason why we can offer a 5-year warranty on our products that is in its form unique to the market.