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Industry News from Proofs

May 1, 2008
OraPharma, Inc., recently launched a professional awareness campaign to reinforce the public image that "thousands of oral health professionals have adopted comprehensive periodontal therapy" as part of "their personal standard of care" for the treatment of periodontal disease.

Orapharma Starts Awareness Campaign

OraPharma, Inc., recently launched a professional awareness campaign to reinforce the public image that "thousands of oral health professionals have adopted comprehensive periodontal therapy" as part of "their personal standard of care" for the treatment of periodontal disease.

The Warminster, PA, pharmaceutical company, which manufactures, Arestin®, said the campaign would be titled, "My Personal Standard of Care." The marketing effort highlights the "clinical decisions that oral health professionals make every day when diagnosing and treating their adult patients. These choices are becoming even more important with the ... research indicating that periodontal disease can have a serious impact on oral health and potentially overall health."

"OraPharma is reinforcing its strong alliance with dentists and hygienists in the battle against periodontal disease," said John Lenart, senior product director.

The company is investing heavily in dental and hygiene print and online trade publications with a series of ads featuring the theme, "I Take it Personally." The ads feature images of dentists and hygienists explaining their commitment to providing patients with their personal standard of care.

During the recent Chicago Midwinter Meeting, OraPharma introduced a new booth promotion where dentists and hygienists posed for a digital portrait that was used to create a poster-size version of the "I Take it Personally" ads. The completed posters were sent to participating clinicians" offices a short time after the Midwinter Meeting.

Church & Dwight Acquires Orajel Brand

Church & Dwight Co., Inc., makers of Arm & Hammer® products, recently announced that it signed a definitive agreement to acquire the Del Pharmaceuticals, Inc. business for $380 million in cash from Coty Inc. The transaction, which is subject to regulatory approval and other customary conditions, is expected to close in July 2008.

Del Pharmaceuticals' net sales in the fiscal year ended Dec. 31, 2007, were approximately $100 million. Over three quarters of those sales were from the Orajel® brand, an oral analgesic.

Church & Dwight's 2007 net sales of $2.2 billion include the Arm & Hammer toothpaste and SpinBrush brands. The brand will be integrated into the company"s existing oral care business.

"Orajel is a great addition to our existing portfolio and provides access to a fast-growing segment of the attractive premium oral care category," said James R. Craigie, chairman and CEO. "Orajel also brings to our company a powerful franchise that has developed great consumer loyalty."

The Orajel brand has been in the market for more than 40 years. The brand is well known for aiding consumers with toothaches and baby teething, as well as a growing toddler"s toothpaste business.

Patterson Acquires Leventhal Dealership

Patterson Companies, Inc. recently announced the acquisition of a regional dental distributor, Leventhal & Sons, Inc. Terms of the acquisition were not disclosed.

Leventhal & Sons, Inc. has annual sales of approximately $18 million. Headquartered in Scranton, PA, the company serves customers in Pennsylvania, New Jersey, New York, Delaware, and Maryland.

Scott P. Anderson, president of Patterson Dental Supply, commented, "In addition to strengthening Patterson's current position in the northeastern United States, this acquisition expands the range of products and services available to Leventhal's customers, while creating additional opportunities for the employees of this third-generation distributor. Leventhal also represents an excellent strategic fit with Patterson, since both companies share a strong commitment to a value-added, full-service approach to the dental marketplace."

Patterson Dental provides a range of consumable dental products, equipment and software, turnkey digital solutions, and services to dentists and dental laboratories throughout North America.

OraTec To Manage Hain DNA Testing

Bill Landers, the president of OraTec, announced in an April 4 e-mail that the Virginia company would be the exclusive distributor of Hain Lifescience's Micro-IDent® Plus and GenoType PST™ Plus in North America.

Landers alluded to "some speculation" about the closing of the testing services offered by ADDx in April. "I wasn't at liberty then to end the speculation, but am free to do so now," he wrote.

OraTec's distributorship began April 17.

OraTec previously provided two, in-office microbiological tests — the BANA Enzyme test and BioScan phase contrast video microscopy.

"The addition of DNA testing (from Hain Lifescience) will provide our customers with even more testing options," said Landers. "Each type of test has advantages and disadvantages. I suspect all three will continue to be utilized, but I think it"s likely that DNA testing will become the new gold standard against which all other tests are measured. One study that compared cultural analysis to DNA testing already arrived at the same conclusion."

Landers and OraTec and Hain Lifescience had been collaborating for "some time now" on product literature, test kits, analysis reports, and "a smooth transition with no interruption in service to customers."

He added, "You may not be familiar with Hain Lifescience. Far from going out of business, they are the largest DNA testing laboratory in Europe. Most of their testing is performed for medical specialties. The dental tests are a relatively new service, but one that is growing, both in Europe and the United States, by leaps and bounds."

Micro-IDent Plus is periodontal pathogen testing where sulcular samples are obtained via sterile paper points and returned for analysis. GenoType is genetic proclivity testing where a sterile swab samples cheek cells. Three genetic sites on the DNA are then analyzed for mutations.

Hu-Friedy Races For Y-ME

Hu-Friedy participated in the Y-ME National Breast Cancer Organization's Mother's Day Race, and both organizations caught the "pink ribbon bug" while celebrating Hu-Friedy's 100th birthday and Y-ME"s 30th anniversary.

Hu-Friedy employees before the race.
Click here to enlarge image

Hu-Friedy, which raised more than $20,000 in donations in 2007, established teams in each of the 15 Y-ME race cities — Atlanta, Chicago, Cleveland, Denver, Houston, Los Angeles, Miami, New Haven, Phoenix, Sacramento, San Diego, Seattle, Springfield (IL), Tulsa, and Washington, D.C.

Hu-Friedy designed a T-shirt for the race that was worn by all Hu-Friedy team members across the country. To learn more about Hu-Friedy"s relationship with Y-ME, visit

Zenith Hosts UOR Sweepstakes

Zenith Dental is hosting a sweepstakes that will award two lucky winners a free trip to this year"s RDH Under One Roof conference, taking place July 31–August 2, 2008, at the Chicago Hilton in Chicago, IL.

Each winner will receive round-trip airfare, paid tuition to the RDH Under One Roof event, as well as a four-night stay at the hotel. The sweepstakes is open to registered dental hygienists and dental hygiene students who are currently enrolled in an accredited dental hygiene program.

"Zenith is pleased to offer an easy and convenient way for hygienists who may not be able to attend the event a chance to participate in one of the most popular and important gatherings for their profession," remarked George Wolfe, president of Zenith Dental. "This event is a three-day extravaganza of workshops, exhibits, and networking that introduces attendees to new products, techniques, and people that they may not otherwise have the chance to experience in their everyday workplace."

Winners will be selected in a random drawing on or around June 2, 2008, and will be announced on the Zenith Web site and contacted via telephone and/or e-mail. All entries must be received by May 30, 2008.

To enter for a chance to win Zenith Dental's Under One Roof sweepstakes, please visit

In other news, Zenith Dental recently donated more than 100,000 units of Clearshield™ 5% sodium fluoride varnish to Friend Ships Unlimited and Operation Smile, two charitable organizations dedicated to providing large-scale humanitarian and/or disaster aid to adults and children.

Zenith Dental donated 50,000 Clearshield single-dose packages to Friend Ships Unlimited, which provides disaster response and relief supplies. In addition, more than 50,000 single dose packages of Clearshield were provided to Operation Smile for its dental mission in Vietnam in March.

In addition, Zenith Dental announced on March 27 that it has achieved International Organization for Standardization (ISO) 13485 certification.

Schein Named 'Most Admired'

Henry Schein, Inc. was ranked number one in the "Wholesalers: Health Care" industry in the Fortune 2008 list of America's Most Admired Companies. The findings of the survey, which included 622 companies in 64 industries, are posted on Fortune's Web site and was published in the March 17 issue of Fortune Magazine.

"It is very gratifying to be admired for our business practices and the qualities of our company, and we are honored to be recognized along with some of the most respected companies in this country," said Stanley Bergman, chairman and CEO.

To determine the "Most Admired" rankings, Fortune Magazine and its partner, Hay Group, surveyed Fortune 1000 and Global 500 companies as well as the top foreign companies operating in the United States. Customized industry questionnaires were distributed to senior executives, directors, and industry analysts, who were asked to rate companies in their own industry on eight criteria.

ADEA Introduces Executive Officers

Charles Bertolami, DDS, DMedSc, Herman Robert Fox Dean of the New York University (NYU) College of Dentistry, was installed as ADEA president on April 2 at the 2008 ADEA Annual Session in Dallas.

Dr. Bertolami's research has focused on wound healing and connective tissue repair; however, more recently his contributions have dealt with curricular reform, the significance of research in dental education and practice, and ethics.

In addition, Ronald Hunt, DDS, MS, dean of the Virginia Commonwealth University (VCU) School of Dentistry, was installed as ADEA president-elect at the annual session. Dr. Hunt will become ADEA president at the conclusion of the annual session at Phoenix in March 2009.

ADEA members include all U.S. and Canadian dental schools and many allied and postdoctoral dental education programs, corporations, faculty, and students.

OSAP To Host Its Version Of The Oscars

The Organization for Safety and Asepsis Procedures (OSAP) will host an Academy Awards-style ceremony at their 2008 Symposium. IC-cars ("ICE-kers") will be awarded to winners of the I See IC competition for still photos and video clips at a Red Carpet event during the meeting. The OSAP Symposium will take place June 12-15 at the Westin Mission Hills Resort and Spa in Palm Springs, CA.

IC-cars Awards will be given for the winning entries in each category: Best Drama, Best Comedy, Most Creative, and Best Infection Control Message. In addition, Grand Prizes for Best Picture will be given to the best overall still photo and best overall video clip. The two Grand Prize winners will receive $1,000 each.

OSAP received submissions from students, consultants, and dental professionals across the U.S. and from a number of other countries. "It will be tough to choose the winners," said Therese Long, OSAP's executive director. "People were incredibly creative and went to an amazing amount of work. The results are truly outstanding."

Winners have been chosen each month during the contest, but all entries are being considered for the final awards.

OSAP Symposium attendees will be able to attend the Red Carpet IC-cars presentation. Oscar attire (gowns and tuxes) are encouraged but not required. The three to five entries chosen as finalists in each category will be screened during the meeting. Nominees in attendance will receive special IC-car gift bags.

For more information or to register for the symposium, go to