Summer edition. Welcome to the of Straight Up! New Year and New Opportunities... Deb Felker. 25 years with 3M Unitek

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1 Summer 2012

Welcome to the 2012 Summer edition of Straight Up! A New Year and New Opportunities.

to you, Daniel O'Sullivan, the new Sales and Marketing Manager for Unitek ANZ.

a National Key Account Manager managing relationships with key customers such as Officeworks, Big W and Woolworths.

more recently, over two years experience as the 3M ESPE National Sales and Channel Manager.

Representatives, 3 Scientific Affairs Specialists and 6 Distributors.

importance of customer intimacy, high levels of service and evidenced based medicine, all important elements of serving

Daniel holds a Bachelor of Business in Marketing and has won 3M's prestigious sales awards, the Managing Directors

Carmen Byrne Deb Felker celebrates 25 years with 3M Unitek Deb started with 3M Unitek in 1985 with eleven years

Her first years with 3M Unitek were spent in QLD, WA and SA, and later included New Zealand.

2 Welcome to the 2012 Summer edition of Straight Up! A New Year and New Opportunities... Daniel O Sullivan joins 3M Unitek as Sales and Marketing Manager We would like to take this opportunity to introduce to you, Daniel O'Sullivan, the new Sales and Marketing Manager for Unitek ANZ. Daniel brings to the role extensive business experience including over six years in the Consumer and Office Business as a National Key Account Manager managing relationships with key customers such as Officeworks, Big W and Woolworths. He has also spent two years in the 3M Six Sigma program, a leadership program for our high potential employees, and more recently, over two years experience as the 3M ESPE National Sales and Channel Manager. During his time with our dental business, Daniel has successfully managed a large team including 12 Sales Representatives, 3 Scientific Affairs Specialists and 6 Distributors. Daniel's well rounded experience in and outside of the health care setting has given him an appreciation of the importance of customer intimacy, high levels of service and evidenced based medicine, all important elements of serving the Orthodontic market. Daniel holds a Bachelor of Business in Marketing and has won 3M's prestigious sales awards, the Managing Directors Award. Carmen Byrne Deb Felker celebrates 25 years with 3M Unitek Deb started with 3M Unitek in 1985 with eleven years experience in orthodontic and dental practices. Her first years with 3M Unitek were spent in QLD, WA and SA, and later included New Zealand. In 1992, she relocated to California and was taken on by 3M Unitek in North Carolina in a sales role and was made the Global Training Manager in This took her to many exciting locations and gave her an opportunity to forge relationships across the Global Unitek Team. In 2006 Deb rejoined 3M Unitek Australia as the Technical Services and Training Manager and later relocated to Queensland to fulfill the role of Senior Territory Manager and Training and Technical support. On November 12th, Deb celebrated her official 25 years at the Utzon Room at Sydney Opera House with others from the 3M family who had service anniversaries of 15, 20, 25, 30 and one with 40 years experience. We would like to congratulate Deb, and thank her for her for all her hard work over the past 25 years and trust she continues to enjoy her role with 3M Unitek.

John Watson joins 3M Unitek in New Zealand John recently emigrated from Great Britain and arrived in New Zealand on the 12th October 2011, in time for the Rugby World Cup celebrations.

maxilla facial services. Having spent twenty years in orthodontic sales, he is keen to build a relationship with New Zealand Orthodontists and provide them with the good service they deserve.

We would like to wish John all the best for a successful career with 3M Unitek and welcome him to our team.

Our new headquarters have been innovatively designed to reflect a modern building which is environmentally friendly both in the building itself and the way in which we use it.

3 John Watson joins 3M Unitek in New Zealand John recently emigrated from Great Britain and arrived in New Zealand on the 12th October 2011, in time for the Rugby World Cup celebrations. John qualified as a Dental Technician in the British Army and has worked in prosthetics, crown and bridge and chrome cobalt laboratories as well as at a hospital laboratory providing orthodontic and maxilla facial services. Having spent twenty years in orthodontic sales, he is keen to build a relationship with New Zealand Orthodontists and provide them with the good service they deserve. When John is not out on the road visiting customers, he enjoys listening to music and playing guitar. We would like to wish John all the best for a successful career with 3M Unitek and welcome him to our team. News Bites 3M Australia s New Headquarters 3M Australia recently relocated from Pymble to our new Headquarters and Innovation Centre facilities to North Ryde. Our new headquarters have been innovatively designed to reflect a modern building which is environmentally friendly both in the building itself and the way in which we use it. The stylish décor reflects traditional Australian colours and our meeting rooms have been named after our very own 3M Innovators, one in particular, Sumita B. Mitra, the innovator of light cured dental restoratives. Our building has been installed with state of the art technology, which encompasses 3M products where possible. To improve our energy rating, our new building is made from green certified building materials, energy saving lighting and cooling, over 1000 indoor plants and a recycling program to make sure we keep waste to a minimum. 3M Unitek hopes to host some of our future events at our new headquarters and we look forward to sharing our new facilities with you. Kathy Stavrianakis joins 3M Unitek in Victoria & Tasmania Kathy started her career as a dental nurse before quickly qualifying as a dental technician and working in a dental laboratory in both Adelaide and Melbourne. More recently, Kathy managed the production and business development for a dental laboratory specialising in sports mouth guards. This role involved dealing directly with manufacturers, supply companies, laboratories, dentists, schools and sporting clubs. With her business and technical background and energetic approach, Kathy will make a great addition to our team and we would like to extend a warm welcome to her and wish her a successful career with 3M Unitek.

International Speakers share their knowledge As part of our ongoing commitment to

events during 2011 with the following top class international speakers including Dr.

Incognito Certification Course Incognito Users Group Meeting Incognito Appliance Mechanics

com/calendar/events Incognito Certification Course, Singapore The Incognito Appliance

3M Unitek builds a unique prescription, determined by the orthodontist, into Incognito

Patients can smile with confidence both during and after treatment.

System Certification Course in Singapore.

4 International Speakers share their knowledge As part of our ongoing commitment to professional education educational event program, 3M Unitek recently hosted numerous events during 2011 with the following top class international speakers including Dr. Brandon Comella, Dr. Anmol S Kalha, Dr. Wilson Lee, Dr. Patrice Pellerin and Dr. Terry Sellke. INCOGNITO APPLIANCE SYSTEM 2-DAY CERTIFICATION COURSE Register your interest for the 2012 Incognito Certification Course Incognito Users Group Meeting Incognito Appliance Mechanics / Staff Workshops Register online at Incognito Certification Course, Singapore The Incognito Appliance System is 100% customized to follow the contours of the teeth for comfort and performance. 3M Unitek builds a unique prescription, determined by the orthodontist, into Incognito Orthodontic Braces so teeth will move in the most efficient manner possible. Patients can smile with confidence both during and after treatment. In October, in cooperation with the ASLO meeting, we held our second Incognito Appliance System Certification Course in Singapore. It was well attended by Orthodontists from Australia and Singapore and was hosted by Dr s Brandon Comella, Wilson Lee and Prof. Anmol Kalha. Thank you to all of the Orthodontists who attended. We hope you took away with you some valuable information about Lingual Orthodontics and the Incognito Appliance System. Gabbie Curmi

offering to patients. Dr. Pellerin has been in practice for twenty years in Montreal, Canada.

Pellerin made a decision to offer Clarity as his primary appliance to all patients.

in Montreal. After investigation it was revealed that Dr.

He modified his fees and offered metal braces and Clarity at the same cost.

We have enjoyed a great relationship with Dr.Pellerin ever since.

maintaining a high standard of care in their practices, Dr Pellerin explained by expanding the offering of aesthetic appliances to

market and improving the chances of meeting the growth expectations for their practice.

Pellerin visited several practices in South East Queensland, giving him an idea of how practices work here in Australia and to meet

It was determined that the business of orthodontics, the structure of practices and legislation around the use of auxiliary staff is

price, with supporting studies that only 9% of patients are unhappy about price.

5 The Aesthetic Practice with Dr. Patrice Pellerin, Sydney, Melbourne and Brisbane The Aesthetic Practice - our first event fully dedicated to building on the aesthetic offering to patients. Dr. Pellerin has been in practice for twenty years in Montreal, Canada. In 1996, we first launched our benchmark aesthetic appliance, Clarity Ceramic Brackets and Dr. Pellerin made a decision to offer Clarity as his primary appliance to all patients. Over a period of about two years, 3M Unitek noticed an unprecedented amount of Clarity being sold into this one office in a small town in Montreal. After investigation it was revealed that Dr.Pellerin was offering the Clarity appliance to all of his patients where it was appropriate. He modified his fees and offered metal braces and Clarity at the same cost. It was a way of overcoming objections and offering the patients what they wanted without compromising treatment plans. We have enjoyed a great relationship with Dr.Pellerin ever since. Being his first visit to Australia he presented in Sydney, Brisbane and Melbourne to a keen group of orthodontists all interested in maintaining a high standard of care in their practices, Dr Pellerin explained by expanding the offering of aesthetic appliances to patients including the new Clarity Advanced, Clarity SL and Incognito Customised Lingual Appliance, they are better serving today s market and improving the chances of meeting the growth expectations for their practice. Regardless of what is happening in our economies, more and more people are wanting to improve themselves and how they look. Dr.Pellerin visited several practices in South East Queensland, giving him an idea of how practices work here in Australia and to meet several of the orthodontists one on one. It was determined that the business of orthodontics, the structure of practices and legislation around the use of auxiliary staff is very much the same. Dr. Pellerin presented numerous clinical cases and demonstrated the statistics of value vs. price, with supporting studies that only 9% of patients are unhappy about price. The biggest concern today for patients is they want to be treated like they are THE ONLY patient! They want to be supported by empathetic staff and will only decide not to go ahead if the doctor or the staff is indifferent to their needs. 3M Unitek Australia would like to thank Dr. Patrice Pellerin and Sheila Suzuki (3M Canada) for taking the time to support our customers in their experiences with Incognito, aesthetics and the newly launched Clarity Advanced a ceramic appliance with the predictability of treatment of the MBT prescription, a lower profile providing greater comfort for the patient, improved strength and aesthetics, APC and predictable debonding. We also wish to thank our customers who supported these events and 3M Unitek, we appreciate doing business with you and your loyalty to our quality products. Deb Felker Sharing Knowledge

Using Forsus with Incognito What is the recommended procedure to follow when using Forsus with Incognito?

When it comes to class II correction, Incognito works perfectly with our Forsus class II corrector system. Here is the procedure.

Incognito bands are fabricated over the occlusal surface of the tooth and do not fit interproximally. This means that you will not need spacers.

6 Using Forsus with Incognito What is the recommended procedure to follow when using Forsus with Incognito? Dr Aesthetics The Incognito Appliance system is a truly invisible aesthetic appliance with uncompromised results. When it comes to class II correction, Incognito works perfectly with our Forsus class II corrector system. Here is the procedure. Hints & Tips When placing your initial order, request a band with a Forsus tube for the required teeth. Incognito bands are fabricated over the occlusal surface of the tooth and do not fit interproximally. This means that you will not need spacers. Once the brackets are bonded and you are ready to start class II correction, you will need to create anchor points for the push rods on the lower arch. To do this you can bond a stiff stainless steel wire on the labial surface of the tooth between the canine and first bicuspid, or first and second bicuspids. The latter is a great aesthetic option as less of the Forsus device will be visible. w Once this is done, you can install the Forsus Fatigue Resistant Device. *When using Forsus with Incognito you must use the L- pin module. The partnership of Incognito with Forsus is a great way to achieve the predictable, effective and efficient treatment results you are after. Daniel Ryan Have any questions? Send them to tedias@mmm.com and if yours gets published you will receive a 3M hamper.

7 Small in size BIG on strength. 3M Unitek launches Clarity ADVANCED Ceramic Brackets! Clarity ADVANCED Ceramic Brackets from 3M Unitek are a revolutionary leap forward in orthodontic ceramic brackets. As the newest member of the sizeable 3M family of aesthetic treatment solutions, these state-of-the-art low profile brackets deliver: Brilliant Aesthetics Trusted Strength and Small Bracket Design Predictable, Consistent Debonding Enhanced Patient Comfort Trusted Strength & Small Bracket Design Features Showcasing a fine-grained ceramic material and created through an injection molding process, Clarity ADVANCED Ceramic Brackets offer trusted strength in a small size and profile. Additionally, Clarity ADVANCED Ceramic Brackets offer ample under tie-wing space, allowing for flexible treatment and ligation options. Clarity ADVANCED Ceramic Brackets deliver on your treatment preferences from innovative materials to remarkable durability. Made from fine-grained ceramic to allow for small brackets with trusted strength Low profile minimizes occlusal interference Injection molding provides rounded slot corners to minimize binding and notching.

8 Incognito Goes Social Take an energetic marketer, add an innovative product and combine with the power of the internet, and what do you get? Incognito Jacqui. She may not be a super hero, but 3M Unitek Canada s Marketing Communications Supervisor, Jacqui Newell, is helping to raise awareness of Incognito online by getting the treatment herself and blogging about it the whole way through. For the latest updates, visit Jacqui s blog at 3M.ca/IncognitoJacqui Quick Tips The LAVA TMP is not only a way to place an order for Incognito, but also a great communication tool between you and the lab. When an exclamation point shows up next to a patients name in LAVA, this means that there is an action to be made or that the order has progressed to the next step. Steps to follow Double click on the patient in the list with the exclamation mark. 2. Single click on the order with the exclamation mark. 3. Look through the messages and click mark as read where appropriate. To remove the exclamation point all messages need to be marked as read or replied to. If not LAVA treats the message as new. You can also communicate with the lab at any point in the order process by highlighting the order and clicking the new message button. This is useful for any questions you may have for the Lab. If you have any questions on this process, please contact your Territory Manager and they will be happy to help. Daniel Ryan How can your patients Benefit from Jacqui s Incognito Blog Refer your patients to Jacqui s Incognito blog to help raise awareness of the Incognito Appliance System Give your patients a Patients perspective on the Incognito Appliance System See step-by- step images of the bonding process Patients benefit from the useful Tips and Tricks given on hygiene and comfort Patients can ask questions about the treatment, or post comments on their experiences thus enhancing their treatment experience. Incognito

9 Not yet Incognito Certified? Join us in Sydney for our 2 Day Incognito Certification Course. 27th & 28th July 2012 Register online at With Incognito brackets you can offer your patients a system which will fully realise your treatment objectives. The brackets are individually produced for each patient using CAD/CAM technology and offer extremely high patient comfort due to their low profile design. The treatment objective is established prior to treatment beginning and may be closely checked in the setup. Not only will you benefit from efficient treatment methods you will also greatly increase your potential for new patients: The Incognito system is the ideal treatment method for patients who had previously decided against orthodontic treatment for aesthetic reasons. With the combination of maximum patient comfort and uncompromising aesthetics, the Incognito system is suitable for treating patients of all age groups Already Incognito Certified? As a valued 3M Unitek customer and certified user of the Incognito Appliance System, we would like to invite you to our Annual Incognito User Meeting. These events promise to deliver an outstanding and interesting lecture program aimed towards our enthusiastic Incognito doctors. Learn about the latest developments with Incognito and share ideas with your colleagues Two day Incognito Certification Course 6th International Incognito Users Meeting 4th March 2012 Landmark London Hotel, UK To register contact Ian, ian@cmm.gb.com. Join us for our first Incognito Users meeting in Sydney 30th July 2012 Sheraton on the Park, Sydney Register online at

10 Generous under tie-wing area for easy ligation and double ligation Predictable, Consistent debonding The Product Place Figure 1: Squeeze debond procedure on archwire (a) position of tool and (b, c) rocking motion. Power chain with steel tie on Lower Anterior Bracket Power chain with steel tie on Lower Cuspid bracket Predictable, consistent debonding: Clarity ADVANCED Ceramic brackets feature the unique stress concentrator, a hallmark of the 3M Clarity brand. This innovative design allows for mesial-distal debonding with a simple squeeze, so you can debond with confidence. For optimal debonding results: Use mesial-distal squeeze debonding method, causing fracture along the stress concentor Debond with the archwire in place and brackets ligated. Debond using the 3M Unitek Self-Ligating Debonding Instrument (ref: ). Figure 1: Squeeze debond procedure without archwire (a) position of tool and (b, c) rocking motion. Note: It is recommended to debond Clarity ADVANCED Backets with the archwire in place and ligated (Figure 1). However, if necessary, single brackets may be debonded with the archwire removed (Figure 2)

11 Information is Your Most Valuable Tool Educational Opportunities Register Online for our events Incognito Appliance System Mechanics / Staff Workshops 20th February Brisbane Marriott Hotel, Brisbane 22nd February M Unitek Headquarters, Sydney Incognito Appliance System Certification Course 27th and 28th July Sheraton on the Park, Sydney Live Webinars Valuable information FREE of charge As the major sponsor for the 23rd Australian Orthodontic Congress, we invite you to meet us in Perth, Friday 10th Tuesday 14th February, Register Online Registration is now open and remember, CPD Hours apply! Visit to register. View the full calendar and register online at 3MUnitektraining.com All webinars are archived for on-demand viewing beginning one week after the live webinar. Toward Better Impressions: Chairside with the Incognito Appliance System Caryann Schoenfeld 13th January 2012, 04:00am AEST Indirect Anchorage Using the Palate: A Unique Application of the Unitek Temporary Anchorage Device Dr. Mohammad Razavi 18th February 2012, 03:00am AEST Educational Opportunities Incognito Treatment Coordinator and Staff Program 28th July Sheraton on the Park, Sydney Incognito User Group Meeting th July Sheraton on the Park, Sydney Variations in Forsus Class II Correctors - Part IV: Controlling the maxillary vertical dimension and utilizing the Forsus appliance for dental distalisation Dr. Lisa Alvetro 24th March 2012, 03:00am AEST

12 Share your story with the orthodontic community. Contact: Tanya Dias Marketing Coordinator Contact Us Tel: (Australia) Tel: (New Zealand) Shop Online at 3MUnitek.com 3M Unitek Orthodontic Products A Division of 3M Australia Pty Limited and 3M New Zealand Limited Building A, 1 Rivett Road, North Ryde NSW 2113 AUSTRALIA. 94 Apollo Drive, Albany, North Shore City, Auckland 0632 NEW ZEALAND. 3M, Unitek, Forsus, Incognito, Clarity are all trademarks of 3M Company. 3M Unitek 2011

Clarity. Form meets function: Discover the science behind a versatile self-ligating bracket system. Aesthetic Orthodontic Solutions

Clarity. Form meets function: Discover the science behind a versatile self-ligating bracket system. Aesthetic Orthodontic Solutions Clarity Aesthetic Orthodontic Solutions Form meets function: Discover the science behind a versatile self-ligating bracket system Armineh Khachatoorian Scientific Affairs Manager 3M Oral Care Rethink your