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Governor Cash and Senator Tailor debate ‘Profitability vs. Personalization’ at the Ormco booth during the recent AAO meeting in New Orleans. (Photo: Ormco Corp.)
Apr 28, 2014 | Business USA

At AAO meeting, Ormco conducts a debate for the ages

by Sierra Rendon, DTA

NEW ORLEANS, La., USA: At this year’s AAO Annual Meeting, Ormco Corp. offered what had to be one of the liveliest — and funniest — booth presentations. Visitors to the booth could register to win prizes and then sit down for an old-fashioned — and highly entertaining — debate between Governor Cash and Senator Tailor. The debate? “Profitability vs. Personalization.”

When looking at the Ormco Custom suite of digital products (Insignia Advanced Smile Design, Lythos Digital Impression System and AOA Labs), the core drivers behind the innovative 3-D diagnostics, treatment planning and customized appliances are practice profitability and treatment personalization.

Why profitability? Governor Cash responded, “Why not?!” However, in all seriousness, the business trend toward digital technology is one made to enhance efficiencies and reduce costs. As Governor Cash pointed out, many clinicians have seen drastic increases in profitability with the use of the Ormco Custom suite; some have seen as much as a 50 percent increase in profitability.

Meanwhile, Senator Tailor argued the point that even more impressive than the profitability of Ormco is the personalization that the products allow for. Insignia, for instance, allows orthodontists to give every patient an optimal occlusion and smile arc specifically personalized to his or her unique facial features.

With the treatment designed specifically for each patient — and exactly to the doctors’ preferences — Insignia creates a more predictable treatment path, providing fewer adjustments and less time in the chair, Senator Tailor explained.

Following the side-splitting debate, attendees had an opportunity to vote for which side they believe made the better argument.

Those who selected each day’s winning side at the meeting were eligible for prizes of free Insignia cases, valued at $800, and professional headshots that were photographed at the booth. In addition to at-show prizes, participants had a chance at winning a $20,000 Lythos Digital Impression System.

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