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continue to evolve into the backbone of the digital office. We are
already seeing it with the ROI of CEREC restorative, orthodontics
and implants. There will be continual development in making the
utility of CEREC such that it will be used more and more by the
practices.
CAD/CAM IS OBVIOUSLY GETTING VERY POPULAR. HOW SOON BEFORE
THE GENERAL DENTAL PUBLIC PERCEIVES CEREC AS NECESSARY,
NOT OPTIONAL, PIECE OF EQUIPMENT?
Right now, between 15 percent and 20 percent of U.S. dentists
have CAD/CAM. Patterson has predicted that this number will
double in the next five years. We feel that we are at the precipice
of a tipping point for CAD/CAM, and that by CEREC 40, CEREC
will be truly mainstream. That may seem like a long ways away,
but realize that this fall we will be celebrating 30 years of CEREC
in Las Vegas. While it’s taken that time to get to almost 20 percent
market use, in the next five years we expect to experience tremen-
dous growth.
ALMOST A DECADE AGO, YOU HAD THE VISION TO PUT ON THE CEREC 20TH
ANNIVERSARY CELEBRATION. WHAT LED TO THE DECISION?
We felt that 20 years was an important milestone to celebrate. We
also wanted to bring together the CEREC community to celebrate
all of those who make CEREC special. It is the community as much
as the technology that make CEREC unique, and we wanted to
create a focal point where the members of the community could
meet to be educated and entertained.
OF ALL THE ANNIVERSARY EVENTS THAT SIRONA HAS PUT ON
(CEREC 20, 25, 27.5), WHICH HAS BEEN YOUR FAVORITE AND WHY?
CEREC 27.5wasmy favorite because it proved that we can bring the
community together without the need for a “milestone” anniver-
sary. CEREC 27.5 confirmed the need for more frequent gatherings,
and we will answer that need in the future.
AT THE ANNIVERSARY EVENTS, SIRONA USUALLY BRINGS A VERY
PROMINENT CELEBRITY GUEST (JAY LENO, DENNIS MILLER, MARTIN
SHORT). HOW DO YOU DETERMINE WHO THE GUEST WILL BE?
We brainstorm a list of possible attendees and then send out
owner surveys to determine who our owners most value. We then
see if we can bring the top-ranked individuals to our celebration.
THIS YEAR WILL BE THE 30-YEAR ANNIVERSARY OF THE INVENTION
OF THE CEREC SYSTEM. WHAT DO YOU HAVE PLANNED TO COMMEMORATE
THIS SPECIAL MILESTONE?
CEREC 30 will be the biggest and best CEREC Anniversary
Celebrationyet.Wehavean incredible line-upof celebrity speakers
and entertainment and an unbelievable array of clinical educators.
We also have booked the famous Las Vegas night club, Tao, and
will host another epic party to cap the festivities. Attendees should
be ready to learn but also come prepared to party like rock stars.
WHAT CELEBRITY ENTERTAINMENT DO YOU HAVE PLANNED FOR CEREC 30?
We have Tony Robbins, the world’s leading life and performance
coach. Additionally, we’ll have NBA legend and business mogul,
Magic Johnson. We’ll also have the Grammy award-winning rock
and roll band Train headlining our musical entertainment at
CEREC 30. This fits our theme, which is “Rocking Dentistry for 30
Years,” and we wanted to bring together rock stars from dentistry,
business and of course music to the stage.
WHAT KIND OF INFORMATION WILL THE CEREC ATTENDEE GET AT THE
EVENT AND WHY IS IT IMPORTANT FOR THEM TO ATTEND?
CEREC30willbetheoneplacewhereattendeescanseethelatestinno-
vations fromSirona, learn from the best in digital dentistry, be inspired
by Tony Robbins andMagic Johnson, and collaborate with more than
5,000 of their peers. There is no othermeeting in theworld like it.
ARE THERE ANY STAFF-APPROPRIATE LECTURES PLANNED FOR
CEREC 30, OR IS IT AN EVENT MEANT FOR DOCTORS ONLY?
CEREC mastery is about engaging the entire office, and CEREC 30
will be set up to do just that. We will be hosting tracks on practice
management, hygiene, office management, marketing and more.
There will be something for everyone at CEREC 30.
WILL THE EVENT BE APPROPRIATE FOR NON-OWNERS?
CEREC 30 is the perfect event for a non-owner to experience
CEREC and its community. We expect more than 1,000 non-
owners to join in the celebration and hopefully join the CEREC
family. It’s the perfect opportunity for someone who is not
currently a CEREC owner to see the power of the CEREC commu-
nity and howmuch camaraderie and support there is among users.
WHY IS CEREC 30 A “CAN’T-MISS EVENT” FOR CEREC OWNERS?
WHAT WOULD YOU SAY TO SOMEONE WHO THINKS THEY CAN’T MAKE
THE EVENT?
This is a must-attend event for every CEREC owner. No other
event in theworld has the breadth of education, depth of commun-
ity or quality of entertainment as CEREC 30. It is the most impor-
tant gathering of the CEREC community and the most significant
dental meeting of the year.
Right now, between 15 percent and 20 percent of U.S. dentists have CAD/CAM.
Patterson has predicted that this number will double in the next five years.
We feel that we are at the precipice of a tipping point for CAD/CAM.
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