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Dentistry Uncensored with Howard Farran
Dentistry Uncensored with Howard Farran
How to perform dentistry faster, easier, higher in quality and lower in cost. Subscribe to the podcast: https://podcasts.apple.com/us/podcast/dentistry-uncensored-with-howard-farran/id916907356
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1319 Eric & Adi Ben Mayor on the Benefits of Laser Dentistry : Dentistry Uncensored with Howard Farran

1319 Eric & Adi Ben Mayor on the Benefits of Laser Dentistry : Dentistry Uncensored with Howard Farran

12/24/2019 6:00:00 AM   |   Comments: 0   |   Views: 52
Mr. Eric Ben Mayor has served as CEO of Light Instruments Ltd. since 2016. He has over two and a half decades of experience as a senior executive at leading international businesses in the medical and dental fields.  Eric is known for his leadership and creative management skills. He provides consultancy services to numerous leading Israeli and overseas companies in all matters relating to their investment activities and raising capital. In addition to representing large firms in mergers and acquisition transactions, he also advises on multinational strategic planning, managing large corporations, building strategic corporate visions, and creating shareholder value for multinational corporations. Adi Ben Mayor comes to Light Instruments with a comprehensive background in business development and sales involving diverse, unique markets around the world. Adi brings knowledge and in-depth understanding of the business world from a legal perspective, with extensive experience in handling legal contracts and complex negotiations. Adi specialized in transnational law after participating in the Asia-America Institute in Transnational Law of Duke University School of Law and Hong Kong University.


VIDEO - DUwHF #1319 - Eric Ben Mayor


AUDIO - DUwHF #1319 - Eric Ben Mayor


We are in Tel Aviv, Israel, and this is Eric Ben Mair, who's the CEO of Light Instrument.com, which is a laser company that only sells lasers for dentistry. So, what made a lawyer go into dentistry? It's a one-it's very interesting combination right? So we studied law, and that helps us a lot in the business not just in dental business but obviously making a right decision where to invest. We have several companies that we have invested and Life Instruments is one of them. We bought a company four years ago from Ciro Medical which was a laser company, Israel, and the dental division was a small part of their activity; they were more involved in the

laser for aesthetic field so so you're a lawyer and you buy companies yes I'm a lawyer my daughter is also a lawyer a D and we both our business is to find nice mergers or find nice acquisitions mostly the dental and the medical field and some of them we run and some of them we don't do and some of them we don't do and some of them we buy and sell afterwards so I find the laser industry very interesting when I got out of dental school in 1987 there was a new YAG laser on the market it costs $50,000 how does the price look 32 years later now that we're coming up to

2020 quite similar our lasers all tissue lasers so you know let's define the laser business there are several different kinds of lasers we have an urban laser which is an old tissue laser and we also have a diode laser so the price range of the old tissue lasers is more or less what you just mentioned now it's around fifty sixty thousand dollars we're talking in the States right there are different pricing different prated places but in the States it's around fifty to sixty thousand dollars so you are gonna have a YAG laser or a soft tissue and then an old tissue laser this one the light touch is an old tissue laser and that's an erbium that's an erbium yes and where do you where do you think This has the most potential in dentistry, well you know we can have all applications in dentistry.

They can use old tissue lasers and you know we can see a whole variety of applications which dentists can use. You know we can go from very basic in pediatric for example if I look here on my the different applications basically what we are saying that a dentist can use our laser, you know almost everything that he's doing one time ago they used to say that the laser will X you know exchange the drill I don't think that's correct it will never change the drill but it's a very important tool for dentists and more and more dentists are using their advantages of lasers so for example one of a major line of application that

we're selling is implantology we know that there is more and more implants done in the world today for example in the States I think there is more than three million implants sold every year and like United States same with Brazil same with Japan and there is a problem called peri-implantitis which we know today after a lot of research and research and research and research and research has been done that the use of laser can help a lot in the fight against peri-implantitis which is a very this is a thing that we're selling a lot the Laser for this application, so that's for peri-implantitis for endodontic, for example. We know that normally there are around 20% failures in dentistry using the normal traditional and the treatment, but using a traditional endo treatment our laser with its special entity, we can eliminate the failures to almost 5% only.

And you know I could go on with so many different kinds of applications, but generally a dentist can use almost in every application in dentistry our laser, the old tissue laser, obviously. We also have a diode laser which is a soft tissue laser. So, what are you more excited about, the diode laser or the Erbium laser? We're excited, both I think we are excited with the old tissue laser because today in the world, we are the most selling old tissue laser in the world, so that's excites us. Obviously, we're very happy that in the in the last four years, we managed to become the leading company in the world in all tissue lasers. We are selling all around the globe: North America, South America, especially Brazil; in almost all the European countries; China, Japan, Taiwan, Hong Kong, India.

So, we are doing very well, well. Congratulations on all your success, Eric. That's why I named my first son Eric it was after you and all your success. Um, do you when? You sell around the world. Um, do you sell direct? Do you sell through distributors? Is your business model the same around the world or is it very country by country that's a very good question. Um, we normally sell through distributors, that is our strategic uh, strategic way how we plan our sales. Uh, there's only one country in the world that we are selling directly which is Brazil. Um, but I would say that 95 percent of our work traditionally was through distributors so in the United States, which distributor do you sell through? All the big ones, uh, Banco Paterson Midway Midwest many...

So, um, Brazil has 200 million people, so what would See, um, how does that play out differently selling direct to a dentist and Brazil? I believe has the same number of dentists yes as the United States; is that correct? That's correct, so um, how many dentists do you think are in Brazil around 200,000. Yeah, and there's 211,000 in the United States, um, so what have you learned selling direct in Brazil versus the distributor? Yes, it's a totally different ball game, and I think, um, Brazil has a very unique, uh, niche regarding aesthetics, the very focus on aesthetic dentistry. Um, the issue of laminates and veneers is a very big thing in Brazil. I was shocked when I came to Brazil and I saw huge clinics just devoted to aesthetics and only to removal of laminates or veneers.

Now, do you think that's because, obviously, Brazilians are better looking than Americans? That's why aesthetics is more... I think American was very nice like Brazil, but I think, uh, there is a very big focus on on aesthetics in Brazil. So when you sell direct in Brazil, does it mean the dentist gets to buy it cheaper? I mean, if you go through a distributor, they have a that's an added cost, so do the Brazilian dentists get at lower cost? Um, the cost in Brazil is more or less like the cost in the states, um, but there are a lot of customs. And duties which are much higher in Brazil than in the United States, so although we go directly uh, the price is almost the same between the United States and Brazil.

Yeah, there's a company in Utah, Um, Ultra Debt by Dan Fisher, and he actually had to go to Brazil and he just built a plant through it. He said it was cheaper to build to to start a new plant by Ultra in Brazil than to go through customs uh. Yes, we're doing something similar. You're doing something similar, yes. Correct. Yeah, we have a certain um contract assembly contract with a manufacturer in Brazil, so we're doing something quite the same now if you um, with your lawyer had. In if you were advising a country, um, do you think that policy in Brazil is good? Is that good for their economy or do you think if they um, do you think doing that it caused Ultra Dent to build a factory and assemble there?

Is that good for Brazil or do you think it's more noise? I think if you look from the Brazilian side, it's wonderful, it's great; it stimulates the market, it's great more business opportunities for Brazilian companies. Sure, I think it's good for the economy; it's bad for uh, for companies from overseas. Obviously, there's a lot of obstacles selling in Brazil; it's a very unique market and visa, it's quite complicated. Process to go through, but uh, yes, you know, at the end of the day, there are so many countries and you have to, each one has a different way how to operate, and there's not a fixed way to sell everywhere. In China it's different than Japan, Japan is different in Brazil, so for us it worked well to do it this way, but I can't say that we work always the same way.

So, what is your um biggest challenge in the United States? I think education and training laser is a very unique tool, uh, there is two-fold awareness about laser and about the usage of laser not just in the States but I think all over the world so I think the challenge is to do training. And education about the possibilities and advantages of using a laser machine versus a normal traditional dentistry, and I think that's uh, that's something that not only our company but all the laser companies around the world should be united together to increase the awareness of lasers and to create uh, perhaps even joint training and education. This is something I think all of us will gain: the dentist as well as the manufacturers. So let's go one by one.

Um, I think lasers um are used a lot by marketing, everybody needs a unique selling proposition. I have a friend who's a podiatrist, and he's uh, using laser technology so let's Start with marketing, um, you need a unique unique selling proposition. What do you think of lasers in marketing? Yes, well, I would say, uh, return on investment is huge if you know how to work with lasers to give you an example, um, most of the procedures with laser is honestly, you don't need to have anesthesia. So just imagine you have a child, you're talking about pediatric dentistry, you have a child that has to do, uh, some treatment um and compare a child that has to come to the traditional dentist with anesthesia, pain, shouting, you know, the fear of going to dentist versus a child that will go to a dental office where, There's no anesthesia where you can make a complete you know' having no anesthesia, you can do quite a lot of things unlimited, not just one quarter of the mouth.

You can just go full arch um and that's saving of time uh, I think much better, I would say. Um, customer experience at the clinic which is very, very important so pediatric dentistry um it really um took off with lasers in Chicago many, many moons ago and to sit there and have no shots, no drill, pediatric dentistry is is amazing um. You started off talking about implantology, cleaning off the surface um, implantology and clear aligners I think is the only double-digit Growth Market in dentistry around the world, I mean cleanings, fillings, exams, X-rays, kind of grow one and a half, two and a half, three percent but clear aligners and implants are just double-digit growth. Um, but and you talked about endodontics do you have any endodontist?

Um, you're based here in in Tel Aviv, correct? Do you have any endodontic Tel Aviv in the in a city called Yorkham which is uh in the northern part of Israel, but you know Israel is so small it's 40 minutes you are from this from Tel Aviv to York now well it's actually the same size as New Jersey, it's the same size as a Bruce Springston fan or a Bon Jovi fan those are the The two New Jersey musicians, but or do you do you have any endodontists in Israel that are using this? Of course, we have a lot; um, we are working a lot with we're having Israel, two universities, two dental schools; uh, not university, but two dental schools, both in one in Hadassah, in Jerusalem, the other one in Tel Aviv, and uh, well I want you to go on record and tell me which one's better.

Yes, but we're working very closely, you talked about endodontics so we are working very closely with Professor Stabolds which is one of the most famous endodontic in the world; uh, and we just uh, you know, funny asking about the endodontics, we just had A seminar in Penn University's endodontic Department with Professor Kim there, and we had introduced our new side firing tip for endodontic treatment. I think for endodontics, it's a wonderful tool as well. Now, when you um let's talk about endodontics for a while because um endo is a um it's a very important procedure for so many reasons. Number one, public health in the United States: eight and a half percent of all emergency room visits are odontogenic toothache in origin. So um you know, and they wish the dentist would take care of these in Dentistry.

If you don't do root canals, you're kind of not a public health. Dentist, you need to be able to do a root canal. But what I think is the most interesting thing about endo is that the younger students, um, take longer to do a root canal; they actually have a higher success rate than the um people that are doing them faster, and it's because it's allowing the bleach to soak in the tooth so the longer you let the bleach soak in, the longer it works. I remember, um, one of the the greatest endodontists in America, um, um, it's Cliff Reynolds, partner, um, Steve Buchanan, um, he used to when he was already when he was all done cleaning shaping the root canal, he would just let the put the patient on the side and let and put new bleach in there and let it soak for one hour, um so if there was any way that you could eliminate the infection faster, easier, higher quality, lower cost.

How long does this endodontist take? How long does it take him to debride the canal? Well, using we're going, we're not changing the procedure, the normal procedure of endodontics, but, but we just add another one treatment which is our laser treatment. It only takes one minute. So, basically, with our special Endotip, you put it inside the canal and you turn it clockwise every time 90 degrees so, and then 15 seconds each time. So, the total procedure that we have to add with our Laser is let's say around one minute, well I would I would love to um meet this endodontist and have him um dental town. We put up 400 one-hour courses and they've been viewed over a million times.

The young Millennials uh I assume you're a millennial um the young Millennials they um they love one-hour online whereas the older people like me get an airplane fly to a lecture, you know take a whole weekend to learn something. Um I would love to see if this endodontist could um share knowledge because what we know in the United States is if the 4,000 endodontists do the root canal at five years, five percent of the teeth are extracted. When the general dentist works 150,000 full-time over 32 hours a week when they do the molar root canal in five years, ten percent are extracted. So we see a difference rate between the endodontist one in 20 lead to extraction and the general dentist it's one in ten.

So if something could um get the general dentist rate closer to the endodontist rate, we're talking about saving a lot of teeth, of course that's exactly our point. And we have a lot of research done using our Endotip, and obviously it would be a pleasure to have a one-hour you know session with Professor Starboards, he's the one that actually works together with us, uh this Endophile and I think that would be very interesting for the dentist. So it seems like implantology, periodontics, pediatric dentistry, endodontics how is it used in restorative dentistry? Oh well, no shot, no yeah! The heart tissue aesthetic oral pathology just to give you an example on aesthetic... For example, uh, we just mentioned Brazil, um the very first thing that we do is to remove laminates or to remove crowns.

Uh, the traditional ways with the diamondberg, you know? Just grind it, and it will take you 20-25 minutes to do that. While if you go with our laser machine, within two minutes, the veneer, the laminate just pops. Out and you can even use it again if you need to, there's no damage, there's no harm, so that's uh, if we talked about uh the general investment, they can uh turn a 12-hour work to a 45-minute work to do a complete Arch uh in aesthetic dentistry, this is why we're selling so many units in Brazil, but not just in Brazil. So what is the the cost of the laser in the United States around $65,000 and let's talk about that for a minute because I know a lot of you, a quarter of our viewers are still in dental school um, so sixty-five thousand dollars that's a balance sheet number um, sixty-five thousand dollars um, a balance sheet number isn't how you manage.

Your business needs a balance sheet number if you're trying to get other people's money, like a loan, or if you're getting a divorce and need to give up half your money and decide how much uh everything's worth. But we need, I think, the um statement of cash flow numbers. You have a balance sheet, you have a statement of cash flow, and then that, and profit and loss, again, that's for the IRS, um, um, that's not managing your business. So when somebody says to you, 'something sixty thousand dollars', well, you can turn that into other people's money because I would bet almost no one writes you a check for sixty thousand dollars, what percentage? Of the dentist, just write you a check for sixty-five thousand dollars.

I think most of them are doing financing skills, yeah, what percent the financing, yeah, what percent? Write you a check for how few is few? Uh, I would say perhaps they're on ten percent, okay, ten percent and that's the same percentage of cars sold in America in cash so ninety percent of cars. So when you lease something, the sixty-five thousand dollars isn't even relative, it's other people's money, they're putting sixty-five thousand dollars of their money in your office. So what you need to look at is you have a dental office, you have patient flow which equals Cash flow, so what would that least payment be per month? So, I'd say if they pay a thousand dollars a month - okay, so a thousand dollars a month. That's the number you have to look at.

So, you own a dental business; someone's willing to put a sixty-thousand-dollar laser light touch laser in your office in exchange for a thousand a month for 60 months, five years - correct? Is that about right? Then, the only pertinent question is: You're looking at your patient flow. If I, if you, put five-thousand-dollars of other people's money this light-touch-laser in your office for a thousand dollars and what would how would you utilize that? Among your patient flow, so then the question is what applications one more application so one application might give you the return just one application if you manage to save one root canal treatment or if you manage to save in implantology uh if you have to uh you know to make a pair to treat

dentitis uh or for example if my grandchildren have to go to a dentist and I would have to choose which dentist to send him to one that is using laser with no pain or to send him was a conservative dentist, I think I would choose for my grandson to go to a place where you can get better standard of care treatment with no pain, no fear, no crying. And yes, perhaps it will cost another hundred dollars, it's worth it for me for my grandchildren, it's worth well I have five grandchildren and I think I have $500 to spare, to the better dentist and maybe another one to the meaner dentist, it just depends on which grant they're both good but depends how they they use well um yes, I think pediatric dentistry to me that's the lowest hanging fruit, the the pediatric dentist because um, the time it's again it's the time in the chair so right now in in in restorative dentistry if you look at the flow,

you go in, you numb up the patient and then you leave the room for 10 minutes when you leave the room. You're throwing away gloves masks so to go in there and get rid of the um, the time it takes for the anesthetic to soak in, you could do the whole procedure, so you'll see a lot of dentists who sit there and say, well, her tissue lasers, they're not nearly as fast as a drill, a diamond drill, a carbide drill, and that's true, but you're not talking about the anesthetic time. So to go in there, and then a lot of them, dentists do bizarre things like um, they'll make the they'll do the right side on one appointment, the left side on the other, but they're in a medical dental building where an oral surgeon numbs up all four quadrants, pulls all four.

Teeth, um, when we see how many people don't come back to follow-up treatment if they're in your chair and you want to increase your case acceptance, the fastest way to increase your patient case acceptance is to do 18-day dentistry, and when you're doing no shot no drill dentistry, the smartest thing is um, and what I do, let's say Audie, if you were my patient, I'd say Audie, come on, you're a lawyer, you're busy, I got you in the chair, I'm I want to do everything right now because I don't know when you're going to come back, and so um, that's why endo, when I get out of school, all root canals were done in one appointment, now they're all done.

They're all done in one, and like saying oral surgery, imagine a you had to have a bypass and the doctor said, 'You need a quadruple bypass. We're going to do one valve each month, you know? Come in for four months.' I mean, nobody would do that! The cardiologist if I'm going to fillet you open, we're going to do this right now. So, so you... I think a lot of dentists think they're high-quality dentists, but they're mostly legends in their own mind, if you know what I mean? We need to measure this, and I think the most important way to measure the success of a dentist is treatment plan acceptance because if you and I are both dentists and 100 people come into Your office has one cavity each and you only convince half of them to do it, and then I get 100 patients and I convince them all to do it.

Well, you might say your fillings are better or you know whatever, but half of your patients left with decay so um we know that the two biggest restraints of dentistry around the world are fear and finance, and fear of the dentistry and fear of the finance are huge. So, no shot no drill dentistry is fantastic and finance I I believe them, you can do it a lot faster because the anesthetic time is 10 minutes um so it looks like uh like oh so aesthetic dentistry oral path um my gosh, so besides um so we're in a service we did we did a survey at one of the universities and we took I think it

was 70 patients uh to it was pediatric uh we did 70 kids that use traditional dentist and 70 that use laser and we did a survey afterwards what is your experience coming to the dentist in this room and the other room and 95 percent of them said they will never go to a conservative dentist because they had fun at the dentist with the laser you know they had this popcorn noise and now this drowning you know this drilling and uh fear and anesthesia and so on so that was a very very interesting experiment that we did and I'm sure that it's all over the World the same, yeah. And pediatric dentistry is um, I like to say, I think that's the lowest hanging fruit in dentistry is pediatricity.

Um, besides United States and Brazil, you talked about any other countries uh, running with this or any other unique countries doing anything different with this uh, look at Japan for example, you know uh, if you compare the percentage of dentists using laser it's almost 60 today uh, which is quite high, 60%, of all dentists in Japan are already using laser as part of their practice and what percent would that be in Europe or Brazil? I'm ashamed to say but um, in Brazil less than half a percent, less. Than less than half a percent, less than half of one percent, and less than half one percent, and Japan - 60. Do you know what it is in the United States?

It's around 25 or 20, and we're talking about all tissue laser and soft tissue so uh, there is that's why we are very optimistic that the market is growing and I saw research about Japan a few years ago, it was only 47 percent. So it's growing and awareness of laser is growing not just in Japan all around the world we see that we're selling a lot so um I believe this percentage, this low percentage are going to change, not just in Brazil, in the States, in Europe, and so on, yeah, going around the world. Know there's eight billion humans, and, um, when you go around the world, you really get to think outside the box, and like, um, if you looked at, um, like say places, the implants, like last month,

one in four dentists in South Korea and Germany placed their own implant, and you know, the United States, that's not even ten percent, so if you looked at the um the growth rates for what's possible if the United States start placing implants at the rate they do in South Korea or Germany or Israel, then you should probably sell your house and buy stock in Strawman since it's publicly traded, um, are you publicly traded? No, we're a private company, private. company yes and you've had this company four years yes so what's your exit strategy with this company do you plan what are your future plans you are you gonna sell it take it public merger and acquisition we are first of all thinking of how to expand our line of products we are just now introducing our soft tissue laser so we're planning to grow both horizontally and vertically increasing the number of our distributors increasing the number of users and we're happy with the profits we're doing and

um we'll take it day by day so right now you're only in Dentistry yes what would be um I notice a lot of dental distributors Like um, Patterson and Shine they seem to always have a vet department, uh, veterinary, uh, um. If you were going to go into another, uh, besides Dentistry, I doubt it would be veterinarian. Yeah, that's very interesting, uh, so, so would we, we are we are looking at that especially on the with diodes to come there, um, so it's uh, it's, it's, and what would the vets do with the laser? Well, as much as I heard dogs have teeth as well, yeah, they need to be get trained; they have to be to get treated properly.

So yes, there's a big market for, well, I have four dogs and if you need a dog for research, I will, I'll definitely send you Mowgli. Let's pick Hebrew. Or, uh, um, so veterinary... what about any other mark like plastic surgeons or well we have another we have another company called the Dentary which we're doing CO2 laser, it's a 9.6 laser also an old tissue laser which we just now completing it for Dentistry but actually our vision is to go to medical field mainly to orthopedic fields but that's not part of light instruments so um, explain that it's very confusing to dance with all the different types of lasers so why is the CO2 laser? Why are you not using that in Dentistry? Well, yeah, we are, of course.

There is a lot of CO2 lasers used in dentistry at 10.6 but that's more for Soft tissue, so obviously the urban one is for all tissue lasers. Um, but we developed with another through another company of ours, a CO2 laser which is a 9.6, which is old tissue laser. So there's different wavelengths and one understands the usage of each one of them and the different uh, you know applications, advantages, and disadvantages. Well, Eric um, it has just been an honor to meet you and podcast with you, and um, the person in charge of our online CE is Howard Goldstein in uh, Bethlehem, Pennsylvania. Did you know I'm close to the real Bethlehem? Did you know there was a Bethlehem in Pennsylvania?

But um, I would love to get your most Seasoned dentist, the endodontist you talked about um in any of these guys oral surgeons to make short concise one hour online um continued education and um and again um my five-finger test is when you're looking at a company: you know, is this going to be faster, easier, higher in quality, lower in cost or smaller, smaller? And if you can say yes to all of those it's a no-brainer. If you can say yes to four out of five, I remember when I bought my first laser, it was the size of a mini refrigerator; I mean, I couldn't even lift it up and that's one of our biggest advantages, I think.

All there's just a few old tissue laser manufacturers in the World, they're all good, but ours is the smallest and most compact laser old tissue laser in the world, which brings us this added value. Or against house, how small and what is the weight? The weight is around in 25 kilos, it's exactly 25 kilos, the weight. And it's quite small, that would be 10 pounds, that's yeah. I'm not sure about hands from Americans; only use metric for drugs, uh, they only talk about marijuana and uh drugs and uh metric. So our biggest advantage of course the size is very small. But our unique most important thing is that our lasers in the handpiece, which is a revolution in the world. Other companies their laser is in The console in the box, that's why they have such a big box.

But our laser is in the applicator in the handpiece itself, so that's a very, very big advantage that brings us to a very small size of machine. And also, there's no articulated arm, there's no fibers, so it's a it's easy to work with, user-friendly, and almost no service needed once in maintenance. And if you compare it to other bigger machines with all the complicated delivery systems, that's where we have such a big advantage. Um, now your name is Light Instruments, and you were just talking about how it's lighter, weight-wise... is that where the Light Instruments came? From was it actually weight or where did that name originate from? Well, light is on the one hand it's light, it's light brings you light, but also the lights from the meaning of light and weight.

So it was a nice combination of words I thought that was very interesting. Shortly after they launched the Hubble's telescope, how they saw light bending in galaxies which was the first evidence of light having mass and being attracted to gravity. And now I see their um have you seen the shape of our of our light touch? It's like a robot so it's um it's small, it's compact, it can fit to any uh office dental treatment room; it doesn't matter how small. it is and you just mentioned you had a huge laser laser machine before you can't compare it with this so it's lighter smaller cheaper and uh you know it's the best technology and you got the red dot award in 2016 you're the winner of that congratulations explain the red dot award well red dot was a design competition a very unique design concept and there were many very good other competitors and I'm pleased to to say that we won the first prize for us it was a wonderful

achievement well congratulations to all your success and to your daughter radi so ody are you gonna go to dental school now maybe do you go to law school now I've already finished law school, so Dad and daughter or a lawyer, yeah. And what type of law are you gonna do well today? I'm in business and uh that's what we did today. We're in the laser field, so uh many mergers and acquisitions, but as we said, we're mainly in the medical and dental field. I do the business development of the company and we love it. And what is your if you're doing the business development of the company? What is your largest challenge in the US market? So I think Eric spoke about this a bit, and what we're mainly facing is awareness.

Our biggest I think this is what we emphasize most also to our distributors is seminars. and training and education, it's a very important thing. First of all, understand what is a laser, how it works, what it can do, what it cannot do, and that way you also pass to your patients, you know the correct information, and they appreciate it and enjoy coming to you as a dentist. And we very much emphasize the educational part. When you educate the dentist, and you try to do that thing virtually, and you don't have to go to the dentist, you don't have to go to the dentist, you don't have to tell us about that. What is the most efficient channel of communicating to dentists? So we have our own scientific advisor who we send.

Around the world, to give seminars and trainings, we also worked through, who is that, his name is Professor On Corn Bleep Israeli Italian dentist, he was that Sapientia University, and today he works with us, and he does a lot of our training, a lot of our seminars, as he made up online course, no, we have not done an online course, we do a lot of more intimate seminars for our distributors with their own dentists, we find that very advantageous, we believe that that is the right way to teach dentists how to how to use a laser what it does, and we also as you said, we work through a lot of universities like I said, we have worked with Tel Aviv University.

And that's in Israel as well as a lot of others around the world because, as we said, we believe first of all to train dentists who are working already today, but also to train the dentists who will, the students will become dentists in the future, who are actually the future of dentistry and we want them to know not only how it drills work and what they do, but also what is a laser and how that works and we do that. We do believe that it is the future of dentistry, and in the United States I'm describing the dentists who buy this are they more likely the older, younger, taller, shorter. You know, I think it varies. It varies, you know, about the openness of the dentist to see open to try a new technology.

Many dentists have worked for many years and it works for them and that's fine and they prefer, you know, not to try some dentists are eager to try new tools and you like to try new things and we love those kind of dentists, you know. We're open to trying different kinds of tools, and we teach them, and they're open to learning about what to do. They keep coming up with new things and new treatments to do, and we love that. I don't know if I can tell you today a percentage of what is more older or younger. I think we get a good percentage of all around, but the future of dentistry is with the students, with the newer dentists. There's 10 specialties in dentistry, ortho, endo, and then general dentists.

I assume general dentists buy the most. What specialty would be? Again, we said that periodontists, as we said, to treat peri-implantitis, lasers is definitely the way to go. It's the easiest way to clean the granulation tissue, to not to damage the implant surface, not to hit the bone or the surrounding tissue. You cannot do it. You can't do it with any other tool today. That is definitely one big specialty that we are aiming for, and that we see a lot of ways to move forward in that. There's also a lot of articles written about it. Definitely, peri-implantitis and implants is definitely a big specialty where lasers is a big part of it. Your laser is $65,000. Yeah. A competing laser would be the LENAMP, which is like $100. It's even $35,000.

I know the periodontists and the people laying up here, the first thing they're going to be thinking is, what's the difference between this and LENAMP? Well, there's a lot of differences. The different lasers, we've pointed out, first of all, size-wise, the way it looks, our delivery system. There's a lot of differences, a lot of advantages between our lasers and all of them. There's not a lot of all-tissue lasers. There are all-tissue laser devices around the world, and they're all good. They're all good devices. We do believe ours is the best. Ours comes, you know, the smallest shape, the friendliest-looking machine, the best delivery system, and therefore we believe. But this is half the price. It's half the price. You know, you said it. So is that why periodontists are your most successful of all the specialties?

Yes. That's definitely one of the reasons. It's also the easiest to see, you know, the advantages with a periodontist. You can easily try to scrub off, you know, granulation tissue with a scalpel, you know, with any tool today. And with a laser, it comes off easily. You know, trying to damage the implant surface with any other tool is not an easy thing to do. And, you know, osteointegration is important. You get that with a laser because you're biostimulating the bone. You're biostimulating the surrounding tissue. Again, so many advantages, and I'm just touching the tip of it. So after periodontics, what would be next? We spoke a lot about, you know, we have different specialties. We spoke about the kids, the periodontists. We spoke about the advantages of no drill, no anesthesia, which is huge.

We spoke about endodontists, where we can actually clean out the root canal with just additional one-minute procedure. Where you can actually clean the root canals. Aesthetic dentistry, I don't know if you call it a specialty in the U.S., but it's a big, you know, it's a big area. It's a big area you can do, you know, gingivectomies of, you know, for gum, gum pigmentation. You can do veneer removals, so many different applications that you can do. And, you know, I can go over all the different applications and, you know, some of them people say, really, we know that you can do that with lasers. And, yeah, you can do it. Yeah, I think this will be a big boom in periodontics and implantology. And the next, pediatric dentistry.

So, implantology and clear liners are the only two areas growing double-digit. So my next question is orthodontics, clear liners. Yeah. So orthodontics, you know, you can actually. We don't align the teeth, but what we can do is remove brackets, so clear brackets. We can actually, I don't know if I've had brackets when I was a kid and pulling them out was absolutely painful, but with a laser, just as you would do with a veneer, you can actually just pop them off very easily. Well, you know how I can remove them with no pain is I leave the room, have my assistant do it for me, so I've got a nicer, easier way. And it's actually pretty cool. You know, we have videos, you can see it. It's very awesome to see.

So Eric, are you more proud of your company or your daughter? Both, both, both equal weight. How many children did you have? Three daughters, three daughters. Did they all become lawyers? No, no. Okay. Well, they all become lawyers. You can move to America and live with me. Uh, that might be your only solution. Well, Eric, any final words? Yes. I think it was a pleasure discussing with you and to, you know, just to share a bit about the laser business. Uh, I hope. But when we sit together another two years, uh, we will see the explosion of laser dentistry in the States and worldwide, and, um, thank you for your help trying to, you know, submit this message around the world with all your followers, uh, in Dentaltown.

Well, you know, it's been a very interesting journey. Um, I think, uh, lecturing around the world since 1990, it's just so interesting how, you know, every country it's the same. Human with the same dentist, treating the same diseases, and they've all innovated slightly different ways to do it slightly different ways to finance it. Um, some, some dentists think, well, in the United States, well, how come the government doesn't pay for my employer? And I say, well, there's 50 countries where that's not even, not only is that not heard of, but the dentist looks at me confused saying, well, if you're drinking Coca-Cola and eating chocolate, why should your boss or your government pay for your root canal.

So there's, um, they always say there's 50 ways to leave your lover and there's 50 ways to run a dental office and going around the world is the easiest way to think outside the box and if everybody, if every one of the world's 2 million dentists would spend equal amounts of time, you know, whenever they think there's a big problem, the first thing I always say is, well, I can point to a country where this isn't even a problem. Like, like finance, like insurance, like, um, Medicaid, Medicare, insurance, um, different countries have rates of placing implants, using lasers. So if you really want to expand your mind, the fastest, easiest way. Look at the 2 million dentists around the world and try to, I always try to find that's why I call my podcast Dentistry and Centered. I don't want to talk about what everybody knows. Let's talk about what you don't know. Let's talk about, oh, here's a country doing something. Totally different than another country there in lies the innovation and the answer and Eric, you are a consummate entrepreneur. Thank you for, um, deciding to be an entrepreneur in dentistry. And it was a pleasure to podcast you and your daughter, Audie. Thank you very much. It was a pleasure.
Category: Laser Dentistry
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