Q +A: Rich Hirschland

January 2010 | Dental Products Report
10 questions: Rich Hirschland

Q +A: Rich Hirschland

President, Dental Systems Group for Carestream Health Inc.

Photo: President Dental Systems Group for Carestream Health Inc.

01 What sets PracticeWorks, a division of Carestream Health, apart from the rest of the industry?

More dental professionals rely on Kodak dental imaging and practice management products than any other manufacturer. As our film customers transition to digital imaging, they are afforded the same great image quality and support Kodak film has been known for over the past 100 years.

Additionally, we are the only company to develop a full set of imaging products and practice management solutions. This powerful combination provides optimal workflow for our customers.

02 This past year saw significant product launches for PracticeWorks and Carestream Health, correct?

Yes, 2009 was a stellar year for new product introductions. On the imaging side, we launched the large and medium-field Kodak 9500 cone beam 3D systems, a stitching program for the Kodak 9000 3D extraoral imaging system that allows providers to combine multiple volumes, and the innovative Kodak 1500 intraoral camera with superb image quality. On the practice management side, our new Kodak PEARL module allows practitioners to access key practice management data from their smartphones, and additional e-services help further streamline practice efficiency and cashflow. 

03 How has 3D technology changed patient care in dentistry?

More and more practitioners tell me that 3D imaging is becoming the standard of care for implant, orthodontic and endodontic procedures. 3D provides dental professionals with more accurate information, enhancing patient care and workflow.

04 Allowing practice management access via an iPhone or BlackBerry is a great concept. How have customers responded to the Kodak PEARL module?

Dental professionals like accessing as much information as possible from their smartphones. Whether they’re an oral surgeon making call backs during the evening or a general dentist calling in a prescription, it saves time and simplifies many things for them.

05 What role does practice management integration play in a practice’s decision to adopt digital imaging technology?

Image integration into the practice management software is often one of the most important criteria when selecting a digital imaging system. Not only do we offer seamless image integration into our own practice management software, but we offer numerous “bridges” to competitive programs as well as TWAIN driver support to help facilitate streamlined image access.

06 As the leader in film-based imaging, how has your film business been impacted with the steady adoption of digital imaging systems?

We welcome our film customers to transition to our digital imaging solutions, as we have leveraged many of our film manufacturing processes in our digital manufacturing processes. For the second consecutive year, our dental film factories have won a Shingo Award for excellence, one of the highest honors for manufacturing operations.

07 How do you help customers make the correct imaging choice with so many alternatives in the market?

Our team of experts is committed to helping our customers make the right imaging decision at the right time. With numerous dental professionals on staff and hundreds of years of collective experience, we understand the needs of dental practitioners today-and tomorrow.

08 Do you worry about how next year’s economy will affect business?

I believe the worst has passed. It’s difficult to make predictions, but I know many practitioners who believe investing in their practices now offers a better return than real estate or stock market investments

09 What do you say to practitioners who prefer to wait for the economy to improve before investing in new technology?

There has never been a better time to purchase digital imaging. In fact, many practices quickly realize a return on investment due to increased treatment acceptance and workflow improvements. Our special incentives and financing offers make our solutions even more affordable.

10 What’s in store for 2010?

Our customers are going to be very excited about our initiatives in 2010. We increase research and development investments each year to ensure our products meet their needs, improve workflow and provide the best clinical results.