“Dependable value” is key to Mydent’s growth

Mydent International acquires IconLabs, adds Asian office, and strengthens dealer support for its DEFEND

Although Mydent has been a name associated with infection control products for 20 years, the company’s product line has grown to include evacuation products, disposables, and impression material systems in addition to its DEFEND infection control products. The common denominator is the company’s commitment to provide dependable value to its dealers and end users.

Disinfectant and cleaning solutions add breadth to the DEFEND line

The purchase of IconLabs, an infection control product manufacturer headquartered in Farmington, Mich., added a selection of disinfectants and cleaners to the DEFEND line. The new products include SRG, an evacuation system cleaner; PS-10, a concentrated surface disinfectant and cleaner; Omnicare 7, an antimicrobial hand soap designed for frequently washed hands; Ster-L, an autoclavable handpiece lubricant and cleaner; and ultrasonic chemicals including products for general purpose cleaning, plaster and stone removal, tartar and stain removal, and temporary cement removal. “With this acquisition, we’ve expanded our product line in areas that will add value for our current and future customers,” according to Andy Parker, the company’s chief executive officer.

Asian office provides greater efficiencies

As Mydent celebrates its 20th anniversary, Parker reflects on the goals he and his father, Carl, set for the company (Carl retired from the company in 1991). “One of our primary goals,” says Parker, “is to provide a value-priced product line to our dealers and end users.” He notes that price pressures have increased, particularly for the kinds of products Mydent offers. Adding a base in China allows Mydent to have greater control over overseas production. This enables the company to keep costs down while maintaining its high quality standards.

Better support enables stronger dealer relationships

Mydent has realized phenomenal growth with, as Parker puts it, “quality products, aggressive pricing, and marketing support, including active dealer partnerships.” Mydent supports its dealers with an informational web site, product promotions, consistent convention presence, in-house sales support, advertising and publicity, dealer communications, and cooperative programs such as sampling opportunities. Mydent also listens carefully to dealer input. Parker points to the IconLabs acquisition as an example. “Our dealers asked us to provide them with more quality products and competitive pricing to combat some of the higher-priced products that are on the market,” says Parker.

Customer orientation fuels Mydent’s success

Mydent International now offers more than 100 products, which are sold in 30 countries around the world. “Three of our strengths are our reputation for value, having an enjoyable culture within the company, and keeping our infrastructure nimble,” Parker explains. “To compete and distinguish ourselves from the competition, we have to do those three things very well. Those three things allow us to keep the customer as the priority. The customer is everything to us, so we have to make sure everything we do is customer centered.”

For more information, log on to www.defend.com or call (800) 275-0020.