By: Dana C. Gratton, Marketing Consultant

Start with the enterprising youngest son of the late Dr. Ronald E. Jordan, one of dentistry’s most respected clinicians. To his vision to improve dentistry, add a drive to distribute and eventually manufacture research-backed products that solve real problems for real dentists. Next, add the wisdom, experience, and friendship of a silicone polymer chemist who played a key role in the advent of American-made poly vinyl siloxane impression materials in the 1970s and now a new generation of impression materials...What do you get?

Peter Jordan and Vincent Paradiso, Clinician’s Choice visionaries and pillars of better dentistry.

The company’s president, Peter Jordan says, "Every dentist strives for the perfect balance between function, esthetics, and time-efficiency. You must have all three to turn a profit and build a great practice. Our company puts products to the ultimate test–they must be clinically proven to meet the same three criteria. Only when products pass do they become the clinician’s ‘choice’."

Without pausing, Jordan adds, "We learn from our customers by understanding what they do–both their successes and frustrations. We use what we learn to develop products and techniques to improve procedures and results. When we share what we’ve developed, our customers learn from us. Together, we improve dentistry for everyone."

Better Dentistry: The FOUNDATION
Jordan is quick to pay tribute to his father, the late Dr. Ronald E. Jordan, known globally as a pioneer in restorative and cosmetic dentistry. Dr. Jordan was responsible in part for the early research and technique development for direct composite resin restorations, bleaching systems, and porcelain veneers.

Dr. Jordan’s integrity in the dental community led him through various positions with the University of Western Ontario, Faculty of Dentistry–first as Head of Restorative Dentistry and later as Associate Dean. He finished his career as Dean of the School of Dentistry at the University of Manitoba.

Among Dr. Jordan’s many accolades was his innate ability to visualize end results. In a constant quest for better dentistry, he would distill a clinical challenge down to its essence. Then, relying upon the extensive product and technique research ongoing at the University of Western Ontario, he would develop a specific clinical technique to solve the problem–com letely and consistently.

Dr. Jordan’s career as a clinician, researcher, teacher, administrator even as a father had a phenomenal impact on the dental industry. But it had an equally profound effect on his son.

In the mid 80s, Peter Jordan traveled with his father from lecture to lecture, selling Esthetic Composite Bonding, Dr. Jordan’s #1 selling technique text. Peter often found himself fielding questions from attending dentists about specific techniques or products. When dentists declared they needed access to products that would solve their clinical problems, Peter’s forward-thinking response was, “I think I can get those products for you!”

That response, almost 20 years later, has grown up to be Clinician’s Choice– originally a distributor of clinically proven products and now also the developer of clinically proven products. And the credit goes to Dr. Jordan.

"My father taught better dentistry," states Peter Jordan. "Clinician’s Choice is dedicated to my father. That means the only reason this company exists is to teach better dentistry."

"In the end, it’s not about selling product," says Jordan. "We identify and solve problems to improve your dentistry. If we provide you with some tools in the process, great! But if we suggest that you buy another manufacturers’ product, don’t be surprised. It just means we believe that product will improve your dentistry."

Better Dentistry: TEACHING IT
Dr. Jordan bequeathed his passion for better dentistry to his son, who has made that passion the life and breath of this Canadian-born, Connecticut-based firm.

Peter Jordan took the first few steps alone as a distributor of problem-solving products. But he soon was striding toward product development and manufacturing, knowing it was the only way to meet his own high standards for quality. Enter Vincent Paradiso, first and foremost a silicone polymer chemist, but also a believer in better dentistry and a pillar of sales, manufacturing, and moral support. Today, Paradiso manages the daily operations of Millennium, the manufacturing company he and Jordan own together and also plays an integral role in product development and sales growth.

Together, Jordan and Paradiso create a powerful synergy with their experience, passion and knowledge of dentistry. But Jordan credits his staff with making the company’s growth possible. "The people at Clinician’s Choice make ‘better dentistry’ a reality in the dental community. We’re proud of our team, and we appreciate their dedication, hard-work, and loyalty," Jordan says. "Teaching better dentistry is a way of life here. It permeates our people, and it characterizes our relationships with our customers.”

Paradiso interjects, "Teaching better dentistry means showing, not telling. It means demonstrating how a product solves a clinical problem and backing it up with research, rather than merely touting the product’s features and benefits. It means walking the clinicians though a procedure step-by-step, ensuring that they have a total understanding of every facet of the problem, product, and technique so they can make an educated choice." "And," he adds, "it also means that if we don’t know the answer to a question, we’ll say so. We’ll research it, find the answer, and pass it on. Then we both learn better dentistry."

Clearly customers appreciate Clinician’s Choice’s honesty and straightforwardness. One-time customers are unusual. Long-time (and many life-time) customers are the norm. Jordan explains, "When clinicians understand that we’re not saying ‘just trust me–it’ll work’, but instead we’re showing them how and why it will work, then they trust us. And when the product and technique bring the results we said they should expect, then we’re all on our way to a long-term relationship and friendship."

Paradiso demonstrates the Quad-Tray technique while technical sales representatives Teresa McNeil, Jason Hill and Candice Gheller ask questions and take notes.

In truth, everything at Clinician’s Choice involves teaching. Call 1-800-265-3444 with any product or technique question, and a technical sales representative will walk you though a solution. Read any communication from Clinician’s Choice–a flyer, catalog, newsletter or a technique or product article–and you’ll find techniques and tips in the forefront. (Scan a catalog, and you’ll quickly see why one dentist said, "Clinician’s Choice’s catalog is the only one I keep!") At trade shows, you can participate in the demonstration of how a product solves a clinical challenge. At seminars and hands-on courses, you’ll find at the helm well-respected clinicians who share the vision of better dentistry.

Clinician’s Choice designs seminars for dentists serious about improving their dentistry. Adhesive Dentistry–Bermuda Style is in its 11th year (September 20-23, 2003), and the first Adhesive and Cosmetic Dentistry–Las Vegas Style is scheduled for this spring (May 15-17, 2003). "We want attendees to walk away with something they will incorporate immediately into their practices. No far-flung cases–just step-by-step solutions for practical everyday dentistry," declares Paradiso.

Better Dentistry: DESIGNING IT
Clinician’s Choice approaches product development by looking for problems.

"We don’t start by developing technology or concoct something in the lab and then look for a reason to sell it," explains Jordan. "We understand dentistry first, current techniques second, and available products third. Only when there is a deficiency/problem with the technique/product do we try to fill the need. We design for better dentistry."

A good example of this development mantra was the introduction of AffinityTM Hydroactive Impression Material. By the mid-1990s, most dental products manufacturers on the globe were producing a poly vinyl siloxane impression material, competing on claims of superior hydrophilicity and low contact angles. Paradiso and Jordan were quietly observing–and learning.

"The marketing hype was all on hydrophilicity. But we were hearing from dentists, ‘My crowns don’t fit.’ ‘I have tight interproximal contacts.’ ‘I spend a lot of time adjusting occlusion.’ We knew it was the material," Paradiso asserts.

Initially the challenge was to create a better product, improving on what was already available. Born in Paradiso’s lab, Affinity Hydroactive Impression Material ended up as a complete revolution in impression material technology.

"We created a new category, calling it 3rd generation," says Jordan. "But this resulted in a second challenge, to teach clinicians what attributes they should look for in a material and why, and then to teach them how Affinity improves impression accuracy via branched resin chemistry with a grafted surfactant, independent work and set times, technique designed viscosities…"

Candice Gheller, technical sales representative, walks her customers through simple and complex clinical problems every day, step-by-step.

The Quad-TrayTM, a dead-soft, aluminum quadrant tray with a wide, customizable arch, and low sidewalls, is another clear cut example of the Clinician’s Choice quest for products that improve dentistry.

"We fully recognized the benefits of the dual-arch technique, but those flimsy plastic trays were never part of our product mix," relates Jordan. "We honestly believe plastic trays were developed because they’re inexpensive to produce. We saw the instability and easy flexing, and we waited. When we first laid eyes on the Quad-Tray, we immediately recognized it as a product that would improve impression accuracy and therefore the fit of the final prosthesis. And it has, for thousands of dentists–and dental labs."

"Ask your lab about those plastic trays," Paradiso suggests, grinning. Clinician’s Choice often finds itself working with laboratories, because they share a common goal. Many laboratories recommend the Quad-Tray to improve their clients’ impression accuracy, which improves the fit of the final restorations. And everyone wins.

Better Dentistry: INTEGRATING PRODUCT LINES
Clinician’s Choice designs integrated product lines to improve all aspects of a technique or procedure, with the belief that if the end result is going to be a success, every step along the way must also be a success.

Need an accurate impression in order to obtain a precise prosthetic fit? Start with tissue management. Clinician’s Choice recommends achieving hemostasis with Tissue Goo, a hemostatic gel that is kinder to tissue, followed by tissue retraction with easy-to-use First String retraction cord. Then, rather than just a quick water rinse, cleanse the preparation site with Detail, an EDTA solution that clears away debris that would otherwise inhibit the accuracy of the impression. Only then should you reach for Affinity and the Quad-Tray.

A similar strategy applies when customers ask about temporaries. Make your matrix from Template, the ultra-quick, ultra-accurate silicone material. Load the tray with Temptation, a bisacryl temporary material with a lower modulus of elasticity to resist fracture. Then apply Tempglaze for a quick, high shine without discs and polishing paste.

This is not a clear-cut case of "cross-selling", as most in the industry would call it. At Clinician’s Choice, it’s merely understanding your customer’s clinical problem, presenting a total solution, and ensuring reach for Affinity and the Quad-Tray.

A similar strategy applies when customers ask about temporaries. Make your matrix from Template, the ultra-quick, ultra-accurate silicone material. Load the matrix with Temptation, a bisacryl temporary material with a lower modulus of elasticity to resist fracture. Then apply Tempglaze for a quick, high shine without discs and polishing paste.

This is not a clear-cut case of "cross-selling", as most in the industry would call it. At Clinician’s Choice, it’s merely understanding your customer’s clinical problem, presenting a total solution, and ensuring the customer understands how and why that solution works. Clinician’s Choice’s approach to product sales is vastly different than other dental products companies. When you call 1-800-265-3444, you get a technical sales representative who learned at the feet of Jordan and Paradiso. Clinician’s Choice vehemently resists the industry tendency to sell through dealers or outside sales representatives.

"Expanding sales though domestic dealers? It’s simply not under consideration," states Jordan.

"We would lose our ability to teach dentists how to solve clinical problems, to support them technically, and to handle techniques properly. That’s not something we’re willing to risk," Paradiso says.

"Many companies think they differentiate themselves on ‘innovation’ and ‘customer service’. We believe that ‘innovative’ is highly overused and ‘excellent customer care’ has to be a given," Jordan reflects. "We choose, instead, to be the company who can, very simply, improve your dentistry."

Dr. Harald Heymann
"I thoroughly enjoy my association with Peter Jordan and Clinician’s Choice. Peter and his company share the same pursuit of excellence in his products and endeavors as did his wonderful father, Ron, whom I revere as a pioneer in esthetic dentistry."





Dr. Ronald Jackson
"Through his company, Clinician’s Choice, Peter Jordan has continued the legacy of his famous father, that is, helping dentists do better dentistry.

Ron did it through his teaching; Peter, by seeking out and developing innovative products that make our job easier, better or both."



Dr. Gerald Denehy
"Dr. Ronald Jordan was a true pioneer in setting the early standards of quality in the advancement of composite resins and esthetic dentistry. His son, Peter, through Clinician’s Choice has continued this tradition by providing dental practitioners innovative and excellent quality materials for enhancing their esthetic dental practice. It has been my personal privilege and pleasure to have been associated with them both, and to embrace the standards that they represent."



Dr. Alan Boghosian
"The portfolio of specialized products offered by Clinician’s Choice is the result of Peter Jordan’s keen knowledge of the needs of the restorative dentist. Peter Jordan gained this knowledge from his father, Ronald Jordan–a pioneer in clinical research."