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Industry News

Aug. 1, 2007
ADHA Displays New Brand At Annual Session -- The unveiling of the American Dental Hygienists’ Association’s new brand took place during opening ceremonies June 22 at ADHA’s 84th annual session in New Orleans, La.

ADHA Displays New Brand at Annual Session

The unveiling of the American Dental Hygienists’ Association’s new brand took place during opening ceremonies June 22 at ADHA’s 84th annual session in New Orleans, La. Tim Prosch, a consultant to the association, presented the new brand with the help of ADHA staff and leadership to approximately 900 attendees.

“Dental hygiene has evolved and will only continue to do so in the years to come,” said Jean Connor, RDH, ADHA president-elect of the American Dental Hygienists’ Association. “The new brand that has been developed will allow ADHA to remain the premier resource to help dental hygienists to grow right along with the profession. I am extremely proud of the renewed focus and promise of ADHA and all of its members, and I encourage every dental hygienist to take full advantage of this amazing resource.”

For two years the ADHA has been immersed in a branding initiative to help the association remain successful and adapt to the changing dental hygiene marketplace. As the basis for the brand design, extensive research was conducted to determine exactly how the marketplace had evolved and what dental hygienists - both current and potential members - want and need from ADHA as their professional association.

The association selected Prosch of Contact Points as the consultant to lead the association through the branding process. A veteran with a track record of success in association branding efforts, Prosch provided ADHA with a 360-degree view of how the association was perceived in the marketplace - by members, non-members, dental hygiene students, and dentists from around the country. The results of this research guided the branding process from beginning to end.

A key element that was extensively touched upon in the branding research was the need for ADHA to be the premier resource for all dental hygienists, regardless of age, experience, or position, to become a better and more successful hygienist. And the branding efforts undertaken have reflected this need.

“The branding campaign was designed to clearly and single-mindedly focus on the notion that ADHA is all about unleashing your potential as a dental hygienist,” said Prosch. “All of the elements of the advertising - the layout, the headlines, the copy, the tag line - were all created to project separately and collectively a look and sound and feel that the ADHA is firmly committed to [dental hygienists’] personal and professional success.”

Among the many revealing insights produced from the research were expectations that ADHA offer more tangible member benefits, be more inclusive for all dental hygienists, and integrate themselves as facilitators within the various professional relationships - both with dentistry and the patient, all of which are reflected in the new brand.

For more information about the ADHA’s recent efforts, visit

Dentsply To Acquire Sultan Healthcare

Dentsply International Inc. announced on June 21 that it has entered into an agreement to acquire the assets of Sultan Healthcare, Inc. Based in New Jersey, Sultan Healthcare is a well-known U.S. dental consumable manufacturer recognized primarily for infection control products, dental materials, and preventive products.

The acquisition is expected to add $45 to $50 million on an annualized basis to Dentsply’s sales. The transaction is also expected to be neutral to earnings per share in 2007 and slightly accretive to earnings per share in 2008.

The Sultan tradition began in 1872, when Edward Sultan founded the original Sultan Pharmacy on 23rd Street in New York City.

Paul Seid, president of Sultan Healthcare, commented, “Partnering with the industry leader was a natural choice. Dentsply offers a rich history of dental traditions and product innovation that aligned well with the Sultan management team’s growth strategies and our commitment to quality and service.”

During its 135-year history, Sultan Healthcare’s portfolio of products has significantly broadened and includes products for both domestic and international markets.

Bret Wise, chairman, CEO and president for the Pennsylvania-based Dentsply International stated, “Sultan Healthcare provides Dentsply with important entries into new consumable categories such as infection control, while complementing Dentsply’s offerings in dental materials and preventive products. We look forward to welcoming the associates of Sultan Healthcare to Dentsply International.”

The transaction was dependent on antitrust review, which was expected to conclude after press deadline in July.

Sunstar Americas Appoints New Vice President

Sunstar Americas, Inc. announced that Kent Fletcher joined the company July 1 as vice president, professional and public relations.

Sunstar Americas said Fletcher’s appointment reflects the company’s continued commitment to promoting oral health care and its beneficial effects on overall health and lifestyle among both the dental professional community and consumers.

Fletcher previously held executive positions with companies in the dental capital goods and professional materials categories and has many years of experience working with the dental profession and industry around the world. He will be based at the company headquarters in Chicago.

Sunstar Americas is a member of the Sunstar global family of companies and is responsible for the manufacturing, sales, and distribution of Sunstar’s products throughout the Americas. The company operates a world-class manufacturing and logistics facility in Chicago and employs approximately 500 people.

Novalar reports progress with FDA review

Novalar Pharmaceuticals, Inc. announced June 19 that the company’s New Drug Application (NDA) for marketing approval of NV-101, a local dental anesthetic reversal agent, was accepted for filing by the U.S. Food and Drug Administration (FDA). The NDA was submitted to the FDA on April 9, 2007.

“The acceptance for filing of the NV-101 NDA by the FDA represents a major regulatory achievement for Novalar, and we will continue to maintain an efficient and collaborative exchange with the agency throughout the review process,” said Donna Janson, president and CEO of Novalar. “This is an exciting milestone for the company as we prepare for the transition of the product from development to commercialization. Assuming a positive review by the FDA, we anticipate launch of NV-101 by the third quarter of 2008.”

In two Phase 3 studies and a Phase 2 pediatric study, NV-101 was well tolerated and met its primary and secondary endpoints. In the Phase 3 studies, which included 244 and 240 dental patients, NV-101 induced a 54.8 percent and a 62.3 percent decrease in time to normal sensation for those with anesthesia administered in the mandible and maxilla respectively.

In the Phase 2 pediatric study involving 152 children ages 4 to 11, the time to normal sensation was reduced by 55.6 percent. In all three studies, the reductions were statistically different than control (p<0.0001) and no serious adverse events were reported.

While local dental anesthesia continues to be the most widely used dental anesthetic procedure, it frequently results in longer-than-necessary soft tissue numbness. Market research with both patients and dentists has indicated strong interest in a product that will reduce the time back to normal sensation following local dental anesthesia. If approved, NV-101’s safety and efficacy profile could make it a potentially useful treatment option to satisfy this unmet need.

“With the recent addition of Diana P. Friedman as our vice president of marketing, we are now focused on the execution of the commercialization plan for the successful U.S. launch of this novel dental pharmaceutical,” added Janson. “We are also continuing our commitment to identify and evaluate new dental product opportunities to add depth to our pipeline.”

If approved by the FDA, NV-101 will be the only local anesthetic reversal agent that accelerates the return to normal sensation and function following restorative and periodontal maintenance procedures. The product has been tested in pediatric, adolescent, and adult patients. Phentolamine mesylate (a vasodilator), the active ingredient in the investigational agent NV-101, has been approved and in use in specific medical indications at significantly higher doses for over 50 years.

San Diego-based Novalar Pharmaceuticals, Inc. is a privately held specialty pharmaceutical company. For more information, visit

Tom’s Of Maine Expands Professional Advocacy Team

Tom’s of Maine recently announced the expansion of its Professional Advocacy Team. Wendy St. Cyr, RDH, BS, will be launching the company’s West Coast territory, which includes California, Washington, Oregon, and Nevada. St. Cyr is returning to her western roots; she earned a bachelor’s in health administration science from Weber State University in Utah. Her home base will be near Reno.

The Tom’s of Maine Professional Advocacy Team, from left: Diane Peterson, RDH, MEd; Wendy St. Cyr, RDH, BS; Kerry Maguire, DDS, MSPH; Pam Scheeler, BS; and Susanne Kuehl, RDH.
Click here to enlarge image

Diane Peterson, RDH, MEd, previously an assistant professor at Vermont Technical College, joined Tom’s of Maine in June. She will be responsible for expanding the East Coast Professional Advocacy territory to include New York, New Jersey, and Pennsylvania.

Susanne Kuehl, RDH, said, “The entire Professional Advocacy Team is excited to be sharing Tom’s of Maine products and values with practitioners, speakers, educators, and students in all dental educational disciplines. We look forward to making new relationships and deepening existing partnerships with dental hygiene associations throughout these territories as they share information about our effective natural products and how they can meet their natural care patients’ oral health needs.”

OSAP Symposium Sets Attendance Record

The Organization for Safety and Asepsis Procedures (OSAP) announced that its 2007 OSAP Symposium in Charlotte, N.C., on May 31-June 3 broke records both for attendance and money raised. Approximately 350 people attended the symposium and/or the SPICE (State Approved Program for Infection Control and Epidemiology for North Carolina) program that was held concurrently.

OSAP’s auction hosted during the symposium raised a record $130,000 for the OSAP Foundation.

Symposium sessions provided information on vaccinations, and prions, and offered updates on infectious diseases including the recent, rare case of a patient-to-patient transmission of hepatitis B.

OSAP also introduced participants to several innovative programs including the YouTube-style “I See IC” (infection control) Global Safety Contest; a new web-based, 10 CE training program coming in July; updates on its new infection control research agenda; and a joint project with the World Health Organization and other initiatives.

Symposium speakers included Dr. Lawrence Tabak, director of the National Institute of Dental and Craniofacial Research; Dr. John Redd, the lead investigator in the patient-to-patient hepatitis case; and Dr. Paul Homoly, a motivational expert. The symposium portfolio with pdfs of speakers’ slides, handouts, scientific abstracts, and more may be obtained for $150, and includes a link to the participant Web site that is updated with new information throughout the year.

The 2008 OSAP Symposium will be held in Palm Springs, Calif., June 12-15, 2008. For more information, go to

OSAP Boards Feature Dentists As Chairs

The Organization for Safety & Asepsis Procedures (OSAP) announced on July 2 its new boards of directors for the 2007-2008 fiscal year. Linda Basquill, DDS, now chairs the OSAP Association Board, while Donald Marianos, DDS, MPH, was named chairman of the OSAP Foundation, the tax-exempt educational arm of OSAP. For the first time, both boards are headed by dentists and contain representatives from Latin America and Europe, as well as the United States and Canada.

The board of directors for the OSAP association includes Dr. Basquill; Lori Paulson, chair elect/secretary; Peggy Cottrell, treasurer; Andy Whitehead, immediate past chair; and directors Doni Bird, RDH, Angelo DiClemente, Curt Hamann, MD, John Hunt, OBE, Jeff Sherman, and Cheryl Wolf; and ex-officio director Therese Long.

The board of directors for the OSAP Foundation includes Dr. Marianos; Peggy Cottrell, treasurer; Lori Paulson, secretary; and directors Enrique Acosta-Gio, DDS, and Shira Kramer, PhD; and ex-officio director Therese Long.

Dr. Basquill was formerly the U.S. Army’s Consultant to the Surgeon General for Dental Infection Control and is now a practicing dentist in Columbia, S.C. She earned her doctorate at Emory University’s School of Dentistry in 1981 and completed a one-year general practice residency while in the Army. She served as the deputy commander of the Army’s Dental Laboratory, where she was the chief of prosthetic services and responsible for the updated implementation and oversight of the laboratory’s infection control program. Dr. Basquill retired from the U.S. Army in February 2003 after 21 years of active service.

Dr. Marianos is a consultant in dental public health. He spent more than 20 years as a commissioned officer in U.S. Public Health Service, the last nine years as the director, Division of Oral Health, Centers for Disease Control and Prevention. Dr. Marianos has served as a consultant to the American Dental Association, World Dental Federation, World Health Organization, Association of State and Territorial Dental Directors, American Association of Public Health Dentistry, and numerous other organizations and agencies. He has lectured in 15 countries and written numerous papers, articles, and other publication on dental infection control, HIV/AIDS and dentistry, and dental public health. He has been actively involved with the OSAP Foundation since 1998.

The OSAP Foundation is a tax-exempt educational foundation that supports education, research, service, and policy development to promote safety and the control of infectious diseases in dental health-care settings worldwide.

For more information, call (800) 298-OSAP (6727) or go to

Dr. Savage Assumes Control Of Miles & Associates

Linda Miles and Associates announced on July 1 that Dr. Rhonda Savage is the company’s new CEO and owner.

Linda Miles, one of dentistry’s top consultants and lecturers, explained, “After 29 years of consulting and 28 years of lecturing and writing, I am passing the torch of leadership and my passion for helping dentists and teams be the best they can be, to one of our most successful clients.”

Miles said “full retirement is not in the cards just yet,” but said she would conclude her consulting assignments by the end of 2007.

“Within weeks of that decision, Dr. Rhonda, from the state of Washington, called to say she just sold her second practice due to three rotator cuff surgeries,” Miles said. “She loves dentistry even more than I do, making her the perfect successor. With similar backgrounds and having been our client since 1993-94, I knew she shared our philosophy. Dr. Savage was a dental assistant and administrative assistant for six years before going to dental school.”

Miles, who underwent surgery in 1999, said she tried to keep Linda Miles & Associates’ “growth controlled for the past eight years to reduce my travel.”

“I knew that retirement was getting closer, but assumed that my life-work would retire with me,” she said. “I felt sad until Dr. Rhonda’s call in April. Now I have a new goal ... doing whatever I can to assist her in turning our small company into a major practice management consulting and team development firm within three years.”

Dr. Savage and Miles anticipate doing four two-day workshops for the entire dental team in late 2007 and in 2008. Miles said she would “co-own” the Speaking Consulting Network, a program that has attracted many hygienists to learn more about speaking and consulting in dentistry.

Miles said, “Dr. Savage and I, along with our corporate team - Lee Tarvin and Don Miles - and our two consultants - Char Sweeney and Susan Kulakowski - look forward to meeting and seeing our many dental clients and audience participants in the coming months.”