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Moving with the times


David Reaney, general manager, Southern Cross Dental tells us how Ireland’s leading laboratory will maintain pole position as market leader


S


outhern Cross Dental (SCD) is a full service dental labora- tory based in Dungannon, Co Tyrone. As Ireland’s premier dental laboratory, SCD is used


by an estimated three in five of Irelands’ dentists. In recent years, SCD has expanded its services, invested heavily in new technology and created a new image, revealing a new logo and refining its philosophy.


TOOLS OF INNOVATION General manager David Reaney describes the changes as measured, evolutionary developments that build on the company ethos of innovation and exceptional commitment to deliver to its dentists. He said: “Innovation enables us to


prepare for changes within the industry and to respond to market changes quickly. We are proud to say that we have continued to grow our business year on year despite the recent profound economic challenges. With some dentists struggling, room for error was not an option, so demand for a dependable and affordable laboratory increased.” Adapting and evolving is business


as usual for SCD. What makes things different this time is the number of dramatic changes and new challenges now facing dentists, laboratories and the wider industry, including increased competition, cost pressures, techno- logical developments and practice corporatisation.


For David, there are three non-


negotiable requirements to achieve his primary aim of producing the most predictable and best outcomes for SCD customers and their patients: quality of product, quality of service and value for money. He likens it to a three-legged stool. The three are interdependent, so should one fail, the whole thing collapses. While never losing sight of the core requirement of providing the best quality products and materials, the company is sharpening its customer focus, simplifying services and processes and adding value through even more support, innovative products and cutting-edge technology. David said: “We want our customers to


be able to focus on growing their practices with the backing of a laboratory partner, SCD, that provides not only value-for- money quality products, but continues to take a lead in introducing additional services to support their practice.” As an example, SCD has introduced a one-price, multiple option, all-inclusive custom implant bundle. “It takes the guesswork out of pricing so that the clinician can focus instead on the clinical outcomes,” said David. He describes SCD as more than “just a


lab”, saying: “Our philosophy is to draw on our amazing, passionate people, and use our experience and years of inno- vation to deliver exceptional results consistently, while being committed to providing the best value and great service.”


“Although our technicians are world-class, our customers find it useful to discuss more complex cases with a fellow dentist”


PEER-TO-PEER SUPPORT In-house practising dentists are a pillar of SCD’s support model. David believes SCD is one of the few laboratories to have its own experienced clinicians who assess lab cases, monitor these through production and provide independent peer-to-peer advice on materials, techniques and case selection as well as problem solving. “Although our technicians are world-


class, our customers find it incredibly useful to be able to discuss more complex cases with a fellow dentist. This gives a lot of our dentists piece of mind and they can be confident that the returning laboratory case will be an ideal fit,” he said.


GLOBAL AND LOCAL As well as a laboratory in Northern Ireland, the company also has operations in New Zealand and Australia, all of which puts it in a unique position to observe overseas trends and bring that learning back to Ireland. “Being a global company certainly has its


advantages when it comes to staying ahead of industry changes and new product development. Technology has made the world of dentistry so very interconnected. Dentists have used international products and partners within their practice for decades. All the major implant companies manufacture overseas, most consumables are made overseas. Quality is key and dentists are incredibly comfortable using international suppliers,” said David. Where once, sourcing and fabricating


product offshore was a sensitive issue, SCD happily embraces a hybrid model, using a global manufacturing partner as well as fabricating product in Northern Ireland, thus giving customers more price and product options, but always with the patient getting the best possible outcome. David continues: “Our ı0-strong team


Continued » Ireland’s Dental magazine 53


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