Townie Book Review By: Tom Giacobbi, DDS, FAGD

Clever inventions, lawsuits and secret operations may sound like the ingredients for a major motion picture, but they are the highlights of a story about Centrix and the birth of the composite compules, dispensing guns and syringes we use every day. Dr. William B. Dragan has written an account of the first 30 years in the life of Centrix Corporation. His life as an inventor is an emotional rollercoaster of triumph and trials, literally. In the end, we will learn that “business is war”.

Dr. Dragan has lived the quintessential American success story. He was born and raised in Bridgeport, Connecticut during the Great Depression. His father was an immigrant from Eastern Europe who worked as a butcher from 5:30 a.m. until 11 p.m. daily, six days a week. Dr. Dragan credits his father for teaching him an entrepreneurial spirit and strong work ethic. Dragan’s father had a nephew who made very good money as a dentist, so he recommended the profession to his son.

Dr. Dragan learned to be a tinkering entrepreneur from his father, and early in his career, while working as an associate, he was introduced to Johnson and Johnson’s composite filling material called Adaptic. The material was sticky and difficult to place without incorporating voids. Enter the Mark I syringe and disposable dose-dispensing capsule; Centrix was born. The American Dental Association annual meeting in 1970 was the launching place for the Centrix syringe, disposable tubes and plugs. The products were sold by ClevDent, the instrument division of Cavitron. Eventually, this agreement would break down and require arbitration to be settled.

L.D. Caulk was approached by Dr. Dragan in 1978 with his newly developed Mark III syringe; this pistol grip syringe could magnify the operator’s force five times. This design was conceived by Dr. Dragan to handle the newer, more viscous composites. The relationship between the two companies took a terrible turn at a meeting in 1981:

“They (Caulk) told us that the dental manufacturing community is a small group and we, Centrix, shouldn’t get upset because they, Caulk, were going to come up with a system that was similar to our system for the unit packaging in a tube of their light-sensitive composite and pistol-handle syringe dispenser.” In 1981 Caulk severed their relationship with Centrix and sued them to declare their patents invalid. Centrix countersued Dentsply for patent infringement. Back to court.

During the latter part of 1982 Dr. Dragan discovered one of his business partners, Frank, was stealing money from Centrix. This matter was complicated by the fact that Centrix was operating out of his building. Dragan had to find a new space, coordinate with movers, switch the phone service and move out; all the while keeping this a secret from Frank and his associate Jim. We certainly did not learn how to do this in dental school! The move is a success, but separating Frank and Jim from Centrix was a difficult process.

The Centrix verses Dentsply case moved slowly through the court system, but the company continued to innovate. In 1988 they developed a unidose system for Kerr’s Herculite. The following year Dentsply sued Kerr and Centrix was contractually obligated to defend their new business partner. The relationship between Kerr and Centrix would be short lived; in 1992 Kerr cancelled their contract and filed a lawsuit.

Lawsuits devour money and energy like a Dyson vacuum swallows dust and crumbs. Centrix was involved in so many different legal battles that I was left with the highest respect for its ability to survive. Dr. Dragan takes the time to teach us the expensive lessons he has learned and he makes recommendations for any would-be inventors who read this story.

How to Get Rich Quick in 30 Easy Years is a rare dental “tell all” book that exposes the unsavory side of innovation and product development. At the same time, the story of Centrix and Dr. Dragan’s commitment to his company is an inspiration to readers. This book will leave most readers with two lingering thoughts. Most inventors do not “get rich quick”, and success requires patience and persistence.

This book is a worthwhile read for anyone involved in the dental industry. Inventors will get valuable insight into the world of dental innovation. Dentists will appreciate the general cynicism and mistrust for large companies that Dr. Dragan develops as a result of his experiences. Finally, dental manufacturers and sales representatives will understand what can transpire “behind the scenes” in their companies.

Thomas J. Giacobbi, DDS, FAGD is a general dentist in Chandler, AZ who owns a private practice with his wife, Grace Giacobbi, DDS. Originally from upstate New York, Drs. Giacobbi are1995 graduates of SUNY at Buffalo School of Dental Medicine. Please send comments or questions to DrTom@ChandlerDentalHealth.com. Send items to be considered for review to 1035 W. Queen Creek Rd., Suite 206, Chandler, AZ 85248.