ortho technologyCP-OrthoTech_Layout 1 5/4/10 11:03 AM Page 33. Value, Service and Support John Nabors, a 26-year veteran of 3M Unitek recently joined Ortho Technology as its Senior

May 2010 n orthotown.com

ortho technology corporate profile

Keeping customer service at the forefront, Ortho Technology

continues its focus in offering high-quality products at compet-

itive prices, all while giving back to the orthodontic community

In a specialty as deeply affected by the ongoing economicrecession, orthodontic practices are now more than ever keep-ing a vigilant eye out for companies that can offer them out-standing value. Getting the best quality and service is key inthese difficult economic times, although for many practices“value” also means taking into consideration other characteris-tics like quality, reliability, and efficiency, while still being ableto partner with a company that has friendly and knowledge-able support.

Ortho Technology, Inc., was founded in 1991 by President &CEO Brian Leaghty, who began his orthodontic career eightyears prior to pursuing his dream of starting his own company.

Leaghty’s vision for Ortho Technology was to offer high-quality,affordable products to the orthodontic market primarily throughdirect mailings and outside sales representatives. As Leaghty trav-eled the country and abroad, gaining partners and developingexclusive product lines, inside sales representatives were added togrow sales and improve customer service. In the years since itsinception, Ortho Technology has expanded from a family runoperation to a company with more than 70 employees at itshome base in Tampa, Florida. With more than 110 internationaldistributors and concentration on expansion of its direct salespresence in the United States, Ortho Technology has maturedinto an innovative global company offering a wide array of ortho-dontic products, ranging from brackets, bands and tubes to archwires, adhesives, instruments, and everything else an ortho-dontist needs to stock a successful practice.

“We’ve been in business for almost 20 years, although, whencompared to some of our competitors, we’re still very much an

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The Vision of Valu

From left: Shirley Stanley,Vice President of International Sales; Shelly Forcke, HumanResource Manager; John Nabors, Senior Vice President of Global Sales; PaulWilkens, Senior Vice President of Marketing and Product Development;Mike Bracciodieta,Vice President of Operations; Cindy Bestmann,Finance Manager; and Connie Sperling, Dealer Sales Manager.Inset photo: Ed Marill , Northeast Regional Sales Manager

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up-and-comer,” says Leaghty. “As a privately owned company,we don’t have to answer to shareholders. Our experienced andqualified management team is able to come to a consensusquickly on important matters, giving us an advantage with ourglobal customer base.”

Unique Products with a Unique MessageMany of Ortho Technology’s exclusive and patented prod-

ucts were created or refined through extensive research anddevelopment. Working with leading doctors from around theworld allows Ortho Technology to stay in touch with the clin-ical needs and treatment options practices need to stay effi-cient. Examples include the company’s Lotus Plus Passive

Self-Ligating Bracket System, the PURE Clear BracketSystem, and the Spider Screw TAD System. OrthoTechnology not only offers several aesthetic bracket lines, ittakes aesthetic treatment to the next level by offering anextensive selection of aesthetic archwires, ties, springs, andattachments. Exclusive products like these have helped to fur-ther differentiate Ortho Technology.

To keep practices informed of its ever-growing product lines,Ortho Technology produces a 200-plus page full-color catalogon an annual basis. The catalog showcases the company’s exclu-sive line of products, as well as products from companies it

has partnered with like Kodak, Sunstar-Butler, GCAmerica, Waterpik and others.

With the prevalence of companies selling ortho-dontic products via the Internet, it causes one towonder why Ortho Technology still produces apaper catalog. “We still produce an annual catalogbecause practices want it. Customers tell us howmuch they enjoy our printed catalog and how theuser-friendly design helps them make decisions onpurchases,” says Ortho Technology’s Senior VicePresident of Marketing and Product Development

Paul Wilkens. Wilkens, who has been with the company for13 years, notes that although the company has a state-of-the-art online ordering system and skilled consultative sales rep-resentatives available, the company strives to cater to allorthodontists. “More and more companies are going paper-less, that’s true, but many of our customers still prefer pag-ing through our catalog and choosing what they need,” saysWilkens. “Our catalog is well-organized and displays ourentire product line with detailed pictures so doctors and staffmembers can clearly see what they’re ordering – that’s justanother small piece of what makes us unique. It also tiesdirectly into our Web site.” In the Web site’s Quick OrderEntry section orthodontists can reference their catalog andsimply type in an item number and add it to their cart, sav-ing them from having to trudge through the hierarchy of anonline store. In addition to its catalog, Ortho Technologyalso sends out an extensive monthly direct mail flyer thatfocuses on promotions and highlights new and unique prod-ucts introduced throughout the year. “We strive to be a one-stop shopping solution for all our customers’ productneeds,” says Wilkens. To ensure that the production of itscatalogs have as little impact on the environment as possible,Ortho Technology partners with a certified green printingfacility, which utilizes recycled paper and eco-friendly inks,recycles all waste and contributes to a tree-planting partner-ship to repopulate forests.

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corporate profile ortho technology

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Value, Service and SupportJohn Nabors, a 26-year veteran of 3M Unitek

recently joined Ortho Technology as its SeniorVice President of Global Sales. “Ortho Technologyis a great company, withtremendous opportunities,”says Nabors. “It started as a small orthodontic supplycompany with a growinginternational presence. Goingforward, our goal is to focuson and expand a quality consultative sales force in the United States. OrthoTechnology has very broadand innovative product lines offered at affordableprices. We’ve recognized that with the right type ofmanagement, processes, relationships and outsidesales professionals in the United States, we are in the position tobecome one of the leading companies in the global orthodonticmarket.” Nabors says most of Ortho Technology’s customersbegin working with the company because the prices of its prod-ucts are “very competitive.” However, he notes, “many stay withthe company because of the product value, customer service,reward programs and a personal customer experience, as well asthe company’s devotion to the orthodontic community. Whereaswe used to be best known for our prices, we’re now becomingknown as a value-based, consultative sales organization.”

As further proof of Ortho Technology’s commitment tobuilding customer relationships through trusted and experi-enced team members, the company recently hired Ed Marill asits Northeast Regional Sales Manager. Marill, formerly withGAC International, brings with him more than 20 years oforthodontic industry experience.

With more than 17 years of executive management experi-ence within the orthodontic industry, Vice President ofInternational Sales Shirley Stanley continues to grow the com-pany’s international presence with new and existing distributorsthroughout 70 countries worldwide. Stanley says, “With inter-national sales making up more than 40 percent of our overallsales earnings, Ortho Technology continually expands its offer-ing of innovative products at competitive prices, which is key tobuilding long-term international business relationships.”

Bringing it TogetherFor some supply companies, the desire to remain prof-

itable in response to tight times has unfortunately led tovalue-diminishing results – like increases in shipping time ornavigation through aggravating automatic call centers –much to the dismay of their patrons. Aside from the more

than 140 years ofcombined orthodon-tic industry experi-ence possessed by the executive man-agement team, OrthoTechnology prides itself on staffing its call center with teammembers who have orthodontic experience, which in somecases is extensive (in fact several staff members in OrthoTechnology’s call center were chairside assistants at one time).

The call center is split into two groups – telesales and cus-tomer service. Telesales calls on new and existing practices thatneed to replenish inventory on a specific weekly or monthlybasis. Customer service handles all customer questions and con-cerns and focuses primarily on relationship building and provid-ing support.

“Hiring people with previous orthodontic experience makesit easier to establish relationships and trust with orthodonticpractices,” says Nabors. “When orthodontists or their staff callus, they are speaking with someone who is trained or has workedin an orthodontic practice and knows what it’s like. You don’thave to go through some automated message where you spendvaluable time pushing buttons to connect to someone. A realperson always picks up the phone here.”

The call center is one of the primary channels orthodon-tists have used since the company’s inception in 1991.Certainly, technology has changed a great deal since then –the Internet being the most impactful – but OrthoTechnology still holds true to its foundation. “Our onlineordering system is probably one of the best, most sophisti-cated systems available in the industry, although moving for-


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ward we are developing our outside consultative sales forceacross the United States,” says Nabors.

Efficiency and DeliveryIn addition to its knowledgeable and experienced staff,

Ortho Technology prides itself in its ability to accuratelyprocess and ship orders with streamlined efficiency. You’ve nodoubt felt the pressure from running out of something whenyou needed it most.

Vice President of Operations Mike Bracciodieta joinedOrtho Technology last year from Dentsply GAC, bringing withhim more than 33 years of operational experience and knowl-edge. “If you call and place your order by 2:30 p.m. (EST), mostorders will ship that day. The service we provide to ensure quickdelivery is, in my opinion, phenomenal, and it is what hashelped Ortho Technology stand out from its competition andgrow consistently year after year.” says Bracciodieta. One of themany ways Ortho Technology ensures quick delivery is anticipa-tion of its customer’s needs. Time savers include already stocked,pre-welded band assemblies in many popular sizes, ready to beshipped the same day.

The company is independentlyassessed and certified for meeting therequirements of the InternationalOrganization for Standardization ofQuality (ISO 13485:2003), and itsquality control department workshard to ensure Ortho Technology’scustomers consistently receive thehigh quality products they have cometo know and trust, whether a productcomes from another vendor or from OrthoTechnology’s own proprietary items. “Our qual-ity control department performs very intenseinspections of all of the products we offer,” saysBracciodieta.

“Serving our customers the best we can hasbeen, and will always be, our major focus,” saysBracciodieta. “Rather than diminish service andvalue to increase profitability, we have protocols inplace to guarantee top-notch customer service.We’re always doing everything we can to improvewhat we have in place and to guarantee each cus-tomer a personalized ordering experience. That’salways on our mind. We want to partner with andsupport our customers. Sales and operations understand eachother very well and work together toward a common goal to getour quality, innovative products swiftly and safely into the handsof our customers.”

Giving BackThe company’s commitment to the specialty extends

much further than its innovative products. To show its grat-itude and commitment to the orthodontic profession OrthoTechnology recently pledged $100,000 to the AmericanAssociation of Orthodontists Foundation (AAOF), thecharitable arm of the American Association of Ortho-dontists that provides support to orthodontic educationprograms and research. “We have always been and willalways be deeply committed to the orthodontic industry,and we are thrilled to be able to give back to the professionthat has given us so much,” says Wilkens. OrthoTechnology’s OrthoRewards loyalty program also allowspractices to accumulate points with each purchase that canbe redeemed for charitable contributions to the AAOF, orput toward rewards like product discounts, gift certificatesgood for cruises, hotel stays, and much more.

“Orthodontists are a very special group of dedicated individ-uals and the relationships we’ve developed with them have beenvery satisfying to our continued organizational growth,” says

Leaghty. “The profession has been very good to usand we want to show our appreciation.”

For more information about Ortho Technology,please visit www.orthotechnology.com, or call 800-999-3161. n

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ortho technologyCP-OrthoTech_Layout 1 5/4/10 11:03 AM Page 33. Value, Service and Support John Nabors, a 26-year veteran of 3M Unitek recently joined Ortho Technology as its Senior

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