Corporate Profile: Zap Lasers By Thomas Giacobbi, DDS, FAGD, Editorial Director, Dentaltown Magazine

 
Affordable Lasers Made in America

By Thomas Giacobbi, DDS, FAGD, Editorial Director

I am pleased to introduce Zap Lasers to our readers. The company is based in Pleasant Hill, California, birthplace of the SoftLase Pro™, which is manufactured with 100 percent U.S. components and labor. Zap Lasers is an innovative company that also offers an unparalleled warranty, along with special attention to its customers. I recently had the opportunity to interview Zap Lasers’ Vice President of Sales and Marketing, Alex DiSessa, about the company, its line of products and what it can do for dentists worldwide.

Dentaltown (DT): What distinguishes Zap Lasers from the other laser companies? How does making the laser in the United States help your company?

Alex DiSessa (AD): We differ from the other laser companies in that we specialize in manufacturing a simple, affordable and portable diode laser for practicing dentists. Our existence is dependent upon our ability to produce a quality product, and to ensure that we have satisfied client dentists. We have determined that the best way to ensure this quality is to closely oversee the production here in the United States. That way, we can respond faster to customer needs, monitor the production processes and continually improve our product line.

DT: Aside from price, why do dentists select your lasers?

AD: Dentists select our product because we sell direct. It is simple to use and portable enough to be carried between operatories. Furthermore, they like our personalized customer service programs such as the Zap Care™, where we offer customer service 24 hours a day. Another reason is the comfort that a three-year warranty provides, the longest warranty on the market.

DT: What are your training methods? How can you improve this process?

AD: Training plays such an important role in lasers that we have created a new company just to take care of that. Prodentum Solutions (www.prodentum.com) provides extended training for all Zap customers, and anyone else interested in learning more about lasers. From single-day training to a complete laser implementation project, the Prodentum team has more than 25 years of laser training experience to fulfill all training and laser implementation needs. Furthermore, Prodentum also offers certification programs three times per year that are in accordance with the Academy of Laser Dentistry (www.laserdentistry.org).

A one-day laser introduction course is included with the purchase of our laser. Non-owners can participate in that same course for a fee of $495. The Academy of Laser Training Certification is $1,500 for two days of Training. Advanced “in-office” laser implementation projects are customized to the dentist’s needs, with the cost ranging from $10,000 to $30,000, depending on the scope of work.

DT: What is the biggest misconception about lasers?

AD: The main misconception is that lasers are stereotyped and rolled into a single category. In dentistry, there are many types of lasers used, each with unique characteristics, features and applications. We started with the diode laser because it is a simple and an excellent tool for the general dental practitioner. It is a great way to introduce lasers in dentistry.

DT: To what do you attribute Zap’s success? AD: Our success comes mainly from our ability to provide our customers with what they are looking for: an easy-to-use product that they can afford. We also attribute our success to our customers who believed in us from the beginning. They bought our product, used it, loved it, and have continued to tell everyone about it. Looking back, this is a wonderful opportunity to thank all of the doctors who have supported Zap.

DT: Lasers have been around for quite awhile. Why does the market evolve so slowly?

AD: The concept of lasers can be intimidating, and they have historically been very expensive, so dentists have been hesitant to “jump on board.” Furthermore, with so many varieties of lasers on the market, having different wavelengths, applications and characteristics, the buying decision has been difficult. Again, our goal has been to eliminate the mystique from lasers, and simplify the message helping the dentist find the right laser for specific needs. Joining the Academy of Laser Dentistry is a great start and will definitely enhance their understanding of lasers.

DT: You have just launched the SoftLase Pro. Did some of your clients want to trade in their original Zap lasers?

AD: Very few. We have a very satisfied customer base using our products. We have had a great response to the launch of the SoftLase Pro. In fact, instead of trading in the original laser, many of our customers have actually purchased an additional laser for the practice.

DT: I understand that Zap is also making an Nd:YAG laser. When will it be released? What was the timeline for development?

AD: Yes, we are excited about the launch of our Nd:YAG laser, which is now available. We will be formally unveiling it at the March 2007 Townie Meeting in Las Vegas. The development of an Nd:YAG has been on our priority list for several years, and we have conducted extensive research. Our Nd:YAG has proven reliability and, just like the SoftLase Pro, it is made in the United States, so we are able to closely oversee the production process.

DT: Where will your new Nd:YAG laser fit into the practice?

AD: The Nd:YAG’s main use will be devoted to treat periodontal disease. General dentists and specialists will benefit from it.

DT: You are very proud of your warranty. How long is the term and what is your warranty claim rate as a percentage of total units sold?

AD: It is easy to offer an extended warranty when you produce a quality product. Our warranty is three years, the longest on the market. Our warranty claims are minimal. However, when we do receive notification of a problem we respond immediately with same-day service.

DT: What is the formula you use to keep your product affordable?

AD: Our formula is to keep the product simple, and market it through direct sales channels. We closely oversee the production and design processes, so we can control the costs. Using a direct sales channel, we do not have a multi-layered sales organization, which can add to a product’s cost.

DT: With so much technology in dentistry today, why should a dentist invest in a laser?

AD: With its affordability and effectiveness, the diode laser is becoming a standard for dental care. Yes, there is much technology available to today’s dentistry. However, it still comes down to capital outlay and return on investment. For the money and considering the benefit derived for hygiene, crown margin preparation, and soft tissue management, the diode laser is one of the best values for the dentist.

DT: Many laser companies brag about number of watts of power, why do you say less power is better?

AD: Less power is definitely the trend. Historically, the lasers came from the medical field where very high power levels (10-15 watts) were necessary for medical applications. Zap is a dental laser company and we understood from day one that dentistry did not need that much power. We then developed a product designed specifically for dentistry while other manufacturers were using the same product for medical and dental. Zap became the leader in promoting the idea that “less power is better” and dentists found that they could lower their power settings, while maintaining the same laser cutting effectiveness. Using the SoftLase Pro™, which operates at an optimal 808nm wavelength, all applicable laser procedures can be safely and effectively performed within the 2.0 watt power range. In fact, we encourage our client dentists to utilize the lowest level of power for the application, and increase power only as necessary.

DT: Your company has been very successful and appears to be attractive for acquisition. Have you been given any offers? Would you consider a partnership with another dental company or supplier to improve access to the market?

AD: We understand that along with success comes attention; it can be flattering, but also can create a distraction. Our business philosophy is to remain focused on our laser products, our connection with client dentists, and promoting lasers in dentistry. We will continue down that path, and if along the way opportunities present themselves, we will certainly give them due consideration.

DT: Tell me more about your service and support. How do doctors get help using the device and obtaining repairs when they are needed?

AD: Our technical support is completely devoted to solving the customer’s problem. If an issue arises and a loaner is needed, it will be shipped immediately. In addition, we guarantee product turnaround within two business days. We also offer the Zap Care program, which includes 24-hour customer service. The Zap Care support is devoted to help new customers, make them comfortable with the product and guide them to maximize the laser functions to its best capabilities. No matter how difficult or simple the problem is, we will always be there to help.

DT: What are the opportunities for additional product lines? Will you broaden your product scope outside of lasers?

AD: Just as we have established a solid niche for the diode laser with the SoftLase product, we are expanding our product offerings with a focus upon specialization. In addition to our SoftLase Pro, we offer the OrthoLase for orthodontists, the HygieneLase for hygienists and we are now launching the Nd:YAG for the general dentist and specialties. Our commitment is to future product offerings will have the same quality and market appeal as the existing Zap Lasers product line, whether within, or outside the scope of lasers.

DT: How does Dentaltown.com help the laser community? What was the impact on Zap Lasers?

AD: The value of Dentaltown to the laser community is immeasurable. The ability to share information, discuss different topics, and participate openly and interactively within the dental community is quite unique. Thanks to the Internet and organizations like Dentaltown, the dental community now has channels of communication available to promote networking and collaboration. We believe that Dentaltown impacts not only Zap, but all other providers of products and services to the dental community. The information it provides is powerful. It allows us to interact directly with customers, instantly answer questions from prospective future laser users, and makes us accountable to the dental community.

DT: What are the primary indications and applications for the SoftLase Pro?

AD: The most commonly used application for the SoftLase Pro is gingival troughing for crown impressions. Packing cord is a procedure that most doctors still perform, and the use of diode lasers completely eliminates the “hassle” of packing cord. Dental hygienists are also benefiting by the use of lasers for laser curettage and sulcular debridement.

Thank you for spending your time to learn more about Zap Lasers. The next time you go to a trade show, check out their booth. In the meantime, you can visit the message boards on Dentaltown.com to see what current users have to say about its lasers. Make no mistake, the laser is not a fad anymore, it is part of our future.