Dental Insider Blog

Observation and Commentary On the Dental Industry

Hu-Friedy Launches Endo Company

Posted by dentalinsider on March 9, 2007

Hu-Friedy Launches New Endodontics Product Company and Debuts Innovative DownPak Obturation Device During CMW 2007

Hu-Friedy®, the world’s leading manufacturer of dental instruments, launched a new endodontic products company named EI (Endo Ingenuity) and its first product, a breakthrough obturation device called DownPak, during this year’s Chicago Midwinter Meeting.

According to Ron Saslow, President and CEO of Hu-Friedy, “For years, doctors have been asking us to get more involved in the field of endodontics. We have always responded that we would do so only if we were able to develop a breakthrough technology that delivers benefits doctors can’t get from existing endodontic products. DownPak is that breakthrough technology, as it represents the first step toward our vision of establishing EI as the global leader in innovative endodontic products that result in more efficient procedures and more predictable outcomes.”

The Chicago Midwinter Meeting will mark the launch of DownPak, a cordless obturation device with 3D Precision™ Technology that utilizes both heat and vibration to precisely soften, compact and disperse obturation filling materials.

The development of EI’s overall business strategy and the implementation of supporting strategic and tactical components including marketing, distribution and product development are the primary responsibility of three key executives:

Ron Saslow, President & CEO of Hu-Friedy Manufacturing Company: Saslow’s career at Hu-Friedy began in 1990. He spent a substantial portion of his
time with the company establishing relationships and distribution channels for the company’s products in Pacific Rim countries, including Japan, South Korea, Thailand, Taiwan, China, India, Malaysia, Australia and New Zealand. He remains very active in that segment of Hu-Friedy’s business.

· James Spann, General Manager, EI: Spann has 19 years of experience in the dental, in-vitro diagnostics, pharmaceutical and medical/surgical products industries. Prior to entering the healthcare arena, he served as a United States Marine Corps Officer. Spann holds an MBA from Indiana Wesleyan University and a BS in marketing from the University of Oklahoma. · Haye G. A. Hinrichs, Business Unit Manager, EI: Hinrichs is a dental industry veteran with more than 19 years of experience. He was born in Germany, where he began his business career in foreign trade and wholesale. Prior to joining Hu-Friedy, he served as C.O.O. of Acteon U.S.A. and was Vice President of American Medical and Dental. Both companies focus on the manufacturing and distribution of technology-driven devices and consumables. His responsibility at EI is the coordination of the product-definition and product marketing functions, and building the bench strength necessary to support the endodontic division.

EI’s distribution strategy will combine a select network of dental distributors with EI’s team of Endo Specialty Representatives, or ESRs. The ESRs will provide hands-on, in-office product demonstrations to endodontists, as well as general practitioners who perform a large number of root canal procedures. EI products will be shipped and invoiced by the customer’s distributor of choice. In markets where no ESR is located, Hu-Friedy’s local Regional Account Managers will handle in-office demonstrations.

“EI is committed to an ongoing dialog with endodontic practitioners to uncover unmet needs, to creating strong relationships with thought leaders to develop or acquire technologies that can fulfill those needs, and educating practitioners about the superiority of EI’s products and services – that is our Mission.” explained Saslow.

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