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Corporate Profile: D4D Technologies Thomas Giacobbi, DDS, FAGD, Editorial Director Dentaltown Magazine

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  by Thomas Giacobbi, DDS, FAGD, Editorial Director, Dentaltown Magazine

D4D Technologies was first formed in 2003 by Basil A. Haymann, a "serial entrepreneur" from South Africa who now resides in Dallas, Texas, who had identified a significant business opportunity in dentistry. His first teammates were brothers Mark and Henley Quadling, genius software engineers responsible for the scanning technology at the heart of E4D Dentist. Next step, to insure the quality of the system and it components, was signing on engineer Glen Freeman. As this big dream became a reality, D4D Technologies needed some dental muscle to enter the market, so they hired dentist/marketing guru Dr. Gary Severance and renowned certified dental technician Lee Culp. These six all-stars work together at team headquarters in Richardson, Texas. Their work, however, is not a game; they have entered the multi-million dollar segment of the dental market known as CAD/CAM technology. Dentaltown Magazine interviewed some of these gentlemen to find out more about the company, E4D Dentist and the future of CAD/CAM.
Henley (left) and Mark Quadling          
 
Henley and Mark Quadling — 
The Architects of D4D's Digital Dentistry
When you developed the laser scanning technology, did you originally have dentistry in mind?
Yes, the technology was developed specifically for intra-oral scanning. We knew that the contrast powdering step that goes hand-in-hand with non-laser imaging techniques was the least desirable requirement of all, and so we endeavored to utilize a technology designed from the beginning to work without powder.

What are some other ways that this technology is being used outside of the dental industry?
As far as we know, the particular type of high-speed full frame laser scanning that we do is unique to dentistry. Most laser scanners sweep one line across an object (as seen in sci-fi movies), whereas we have a technology that scans a full frame in an instant.

What was your biggest challenge adapting your technology to a dental device?
Developing a device that is small enough to fit in the mouth comfortably, and produce high density 3D data accurate to mere microns, without the need of an opaqueing powder. When we started working on this, most people believed it could not be done. Some still believe it cannot be done.

Which feature are you most proud of?
We are most proud of the dentist friendly interface that we have developed that "hides" the complexity of what is happening under the hood.
Basil A. Haymann — 
Chairman & CEO D4D Technologies
What have you learned about the dental profession over the last five years?
The dental profession is one of those specialized markets that provided me with an opportunity to apply the business model I've successfully implemented elsewhere: total vertical integration of all aspects of the business, in this case, hardware and software development, engineering, manufacturing, education, support and marketing. I have also learned that dental professionals are a pleasure to do business with and are very appreciative of being able to deal with a company that caters to their every demand.
What research went into your early design goals? How do you determine what the market would want in an in-office CAD/CAM device?
It's essential to make sure that the planned intellectual property (IP) will not violate any existing patents. I hired several firms specializing in IP to do a comprehensive worldwide search of existing and pending patents. We then developed our own IP and I got a "freedom to operate" legal opinion letter that our IP would then not be infringing on any existing and pending patents. To develop a product that fits what the market wants, we did tremendous market research and industrial design evaluation on both the hardware and software. We consulted hundreds of dental professionals, including existing users of CAD/CAM technology and involved them in the software and hardware design.

As a successful businessman, is there any advice you could share with our readers?
Nothing is impossible if you have unshakable belief in your own ability and that of your team and have the commitment to accomplish your goals without compromising on quality. Also, never underestimate your competition and the amount of money it's going to take to accomplish your goals. Finally, always listen to your customers and design a product that meets their needs, exceeds their expectations and never forget that it is the customer who pays your bills and ultimately determines your success.
Dr. Gary Severance Purchase of the E4D Dentist System ($116,500 U.S./$126,500 CAN.) includes:
  • Intraoral design center (cart and scanner).
  • Milling center.
  • Job server and wireless router.
  • Starter kit from Ivoclar Vivadent, 3M ESPE, Premier Dental with more than $4,000 retail in materials and supplies including 120 blocks and accessories.
  • Two-day training course for a dentist and dental assistant at E4D University in Richardson, Texas.
  • All travel and accommodations at the Grand Hyatt during the course for both participants.
  • One day integration training — in office by HSD CAD/CAM specialist and in-office installation.
  • Three year warranty on all hardware.*
  • Three year quarterly maintenance by trained Henry Schein service technicians.*
  • Three years of all software upgrades.*
  • Three years access to SOS (Support on Sight) — remote access for live diagnosis and support.*
  • Marketing kit for practice success and patient awareness.
  • Support and confidence in buying from Henry Schein, Ivoclar Vivadent, 3M ESPE, Premier Dental and D4D Technologies.

*Optional two-year extension on warranty, software upgrades, maintenance and SOS support available at time of purchase. See Henry Schein CAD/CAM specialist for more information.
Gary, why did you leave your position with a global dental manufacturer to join D4D?
After 18 years working within Ivoclar Vivadent and being there for the introduction of products like IPS Empress, Concept, Odyssey and some other very notable products, it was a very tough decision. But when I had the chance to meet the people at D4D Technologies, see the product and then feel the passion for success, it was a professional and personal decision to move where I could make the most positive and immediate impact on dentistry.

What is your key message to dentists considering purchase of the E4D Dentist?
Modern dentistry for modern lifestyles. It is critical that modern practitioners exceed their patients' demands in not only function and aesthetics, but also in convenience in today's way of life. Being able to provide indirect restorative solutions in the same day, without a compromise in quality or aesthetics, is a great added value and service.

Which three features are most likely to tip the scales toward E4D Dentist when compared to other technologies on the market?
Ease of use. There is not an easier system to operate from the software standpoint, and the way our education format is set up we are able to train dentists and dental assistants to use the system properly from the start.

Versatility. E4D is the only system that can scan a preparation, an impression or a model without any contrast agent (powder) or special material considerations.

Vertical integration of the company and made in the USA. With this type of technology, it is so important to be aware of all aspects of the software, hardware, support, education and marketing. By being vertically integrated — having everything done in Richardson, Texas — we can adapt, adjust and proactively incorporate change immediately and see the results. Also the communication amongst the entire team is facilitated when we have the critical "eyes" and "hands" together — it is so much more than a typical dental company.

What has been your most difficult challenge as you introduce this product to the market?
The amount of effort it's taken to react, respond and correct the massive amount of miscommunication and erroneous assumptions made about what our system is or isn't or what it can or cannot do. We're in a competitive field and we are certainly outnumbered in many areas — all we do is provide valid and consistent answers and inform on the benefits of our system. The whole E4D process, the company and the passion is different and requires everyone to clear away their perceptions and routine and consider "there might be a better way."

E4D University is an important part of your overall company. Describe the facility and program schedule for new users.
The two areas that we felt were critical to ensuring long term success and shortening the learning curve with any new technology were consistent and fundamental education and ongoing interactive support. From an education standpoint, we built E4D University — a state-of-the-art, 9,000-square-foot facility with three presentation rooms, a fully operational operatory and laboratory, milling center and the Crown Café. We can adapt immediately to improvements in the learning process or content, learn from close communication with the support team and provide new customers with the latest and most accurate information available. And this all happens before a system is delivered to the office.

Please describe your Support on Sight (SOS).
We build on this unique educational direction with continuing support capabilities that require high-speed Internet access in each E4D practice. We are able to remotely access every system we have in the marketplace and, if requested (because of HIPAA regulations), are able to hold the operator's hand and mouse during the learning curve. Experienced dental professionals and hardware and software specialists who make up the support team are able to assist in design opportunities, refresh learning objectives, upgrade software and even diagnose any hardware issues, all on-line.

How is D4D different from other companies?
I'm pretty sure that there is no other company that has personally met, educated and directly supported every one of its customers. We have photos of every E4D owner on the wall, whether as part of the Charter Club, the Century Club or the rest of the ECO (E4D Clinical Operators) members. We also stay in close communication with each owner through ECOgrams, communications and special events as well as offerings of advanced education and support.

What is ICEverything?
One of the most enjoyable aspects of my role is just being able to experience groundbreaking "aha" moments in dentistry. One day we were discussing the look of our yellow model with one of our partners and Mark Quadling simply said, "We could show you the real images of the tooth if you wanted." At that moment everyone in the room knew we had something very unique. Instead of showing a cartoonish model we could show the real oral environment. You can now see the difference between tooth structure and soft tissue, enamel vs. dentin, build up materials vs. tooth structure. For those CAD/CAM purists, they can always "click" back to the stone model look at any time.

What would you say to a dentist who is considering purchasing this new technology?
First, if you know this type of dentistry fits your practice and vision of your practice — act now. Fiscally, there has never been a better time than 2008, before year end, because of the various tax benefits offered dental professionals. Section 179 and 199 offer significant advantages to practices considering this type of equipment. It is important to consider reserving a system and training class now; we don't ship, install or integrate the system into any office until education is complete, so some lead time is necessary. Meet with your accountant now! Contact your Henry Schein CAD/CAM Specialist and see if E4D is right for you fundamentally, financially and professionally.

Operatory at E4D University using the E4D Dentist System
Lee Culp, CDT
Lee, you sold a successful dental lab business to join D4D Technologies. Why?
I would never give up the hands-on laboratory profession as I enjoy creating beautiful functional — aesthetic ceramic restorations. Over the last several years I spend more time now teaching and assisting in product development than actual laboratory work.

How will E4D dentist impact your colleagues in the lab business?
There is an amazing new world of dentistry being created that many dentists and laboratories are not aware of. CAD/CAM dentistry will only further enhance the dentist-technician relationship as we move together into this new era of patient care. There will come a day in the near future when all frameworks and full anatomical crowns will be designed on computer — and most likely on a system developed by D4D Technologies.

Describe the important role that staining and glazing plays in the fabrication of restorations in the dental office. I think this can be an intimidating requirement for some dentists.
Actually, it's easier than most people think. At the E4D University we train every attendee (dentists and assistants) with hands-on stain and glaze procedures. Once an office team realizes the level of aesthetics that can be achieved with simple additions of color — they leave with a whole new set of skills, not to mention the ability to actually strengthen their restorations through the final firing process (glazing).

For more information on E4D Dentist and D4D Technologies, please visit www.d4dtech.com.

E4D Dentist training at E4D University in Richardson, Texas
Dentaltown Magazine
September 2025
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