Following the excitement and inspiration that took place last month at DS World, I caught up with Erania Brackett, Senior VP of Orthodontics, Customer Experience and Sustainability. We discussed her new role and some of the initiatives there.
Dr. Pamela Maragliano-Muniz: Congratulations on your new role at Dentsply Sirona! How did you end up in it?
Erania Brackett: I have been a member of Dentsply Sirona’s management committee since August 2021. I joined the company as the chief marketing officer with a goal to begin to elevate and unify Dentsply Sirona’s external brand and value proposition. Our new CEO Simon Campion asked me to not only focus on customer experience but also explore how we can shape the future for dental professionals who collaborate with us, helping them advance with confidence. As a part of a recent business transformation, he also assigned me the duty of managing the rapidly growing orthodontic aligner solutions business, including the B2B-focused SureSmile brand and the DTC-focused Byte brand.
PM: There are so many clear aligner systems out there; how is SureSmile different from other systems on the market?
EB: With the SureSmile Aligner System, dental professionals can feel sure that they’re delivering the best treatment experience for their patients. We combined our unique understanding of patients’ needs with advanced materials and technology to ensure they fit comfortably, promote better oral hygiene, and deliver the precise tooth movement to give patients a confident smile that lasts a lifetime.
SureSmile is about predictable results: With no refinements required in three of four SureSmile cases, refinement rate is a huge advantage.1 A shorter treatment means less chair time per patient as well as more confidence in the process and better treatment experience for them.
Each treatment proposal undergoes rigorous quality checks and is validated by a clinical expert from our digital lab to ensure an accurate treatment plan.
PM: DS has a full digital workflow solution. Can you talk about that?
EB: DS sees itself as an important partner helping guide dental professionals on their journey. Our digital solutions make treatment easier, safer, and better in terms of accuracy and patient satisfaction. Our vision is to strengthen our role as a digital solutions provider and to enhance our customer base by providing a unique experience, focusing on education, innovation, and supporting practice growth.
DS Core is the gateway to the digital universe of Dentsply Sirona, connecting products, services, and technology. This cloud solution increases efficiency and facilitates collaboration.
Whether it is the implant, restorative, endodontics, or orthodontics workflow with our SureSmile aligners, the high level of automation that our DS digital universe brings helps reduce handling times, allows delegation, and enables increased productivity, making work easier and faster. This is our edge and sets us apart as the digital pioneer of the dental industry.
PM: Dentsply Sirona is recognized as one of the largest providers of comprehensive clinical education programs in the industry. What does DS Academy offer?
EB: Our curriculum includes endodontics, dental implants, and diagnostic and treatment planning all supporting a procedure- and workflow-based approach. The courses are designed to meet individual needs, at home or in the office. Combined with hands-on training at one of our state-of-the-art DS Academy training and education centers, dental pros can gain confidence to expand patient care. Further curricula for indirect restoration and clear aligners will launch in later 2023.
We also developed and launched the first sustainability educational curriculum for dentistry. The curriculum addresses the knowledge gap on sustainable dentistry, focusing on building a deeper understanding of the industry’s environmental and social challenges and how to act for more sustainable practices in their offices or labs.
Our goal is to help dental professionals overcome challenges and bring out their best so they can confidently provide the best possible care for their patients.
Editor's note: This article appeared in the October 2023 print edition of Dental Economics magazine. Dentists in North America are eligible for a complimentary print subscription. Sign up here.
1. Based on an internal analysis in excess of 100,000 global SureSmile aligner cases conducted between January 2019 and December 2021. Data on file.