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Practice Profile

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Brett E. Gilbert, DDS

Brett E. Gilbert, DDS

Combining clinical excellence and compassion What can you tell us about your background? I was born and raised in Baltimore, Maryland. I attended college, dental school, and my postgraduate endodontic residency at the University...

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Randy Garland, DDS

Randy Garland, DDS

Exceeding expectations What can you tell us about your background?
I grew up in southern Orange County and earned a bachelor’s degree in biology at San Diego State University in 1983. There I met my future wife, Kim, at the...

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Scott A. Norton, DMD, MSD

Scott A. Norton, DMD, MSD

Focus on family, patients, friends, growth, and community What can you tell us about your background? For as long as I can remember, I wanted to make people smile. I always loved getting the class laughing in grade school. Looking back, I am sure...

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Clinical Articles

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Management of a tooth with a large internal resorption defect

Management of a tooth with a large internal resorption defect

Dr. Robert Slosberg facilitates accurate mapping and obturation of the resportive defect with CBCT imaging Abstract
A patient presented with advanced internal root resorption of tooth No. 9. The prominent location of this tooth...

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Pulpal diagnosis of teeth presenting with condensing osteitis prior to endodontic treatment — a retrospective study

Pulpal diagnosis of teeth presenting with condensing osteitis prior to endodontic treatment — a retrospective study

Drs. Brian Shaughnessy, Margaret Jones, Ricardo Caicedo, Joseph Morelli, Stephen Clark, and Ms. Jennifer Osborne review the occurrence of teeth presenting with condensing osteitis and their associated pulpal diagnosis over a 2-year period. Introduction Read More...

GuttaCore® system: a step forward in the evolution of endodontics

GuttaCore® system: a step forward in the evolution of endodontics

Dr. Andrei Zoryan dispels some of the common myths surrounding carrier-based obturation Carrier-based gutta percha Carrier-based obturation (such as Thermafil®, GT® obturator, ProTaper® obturator [Dentsply Tulsa Dental Specialties]) is one...

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Practice Management

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Effortless, fun, and profitable endodontics

Effortless, fun, and profitable endodontics

In part 2 of his series, Dr. Ace Goerig suggests ways to reduce stress in the practice Almost all endodontists could be completely out of debt and on the way to financial freedom within 5 to 7 years if they only knew the secret. But the secret is...

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Life after root canal — it’s not just about having enough money

Life after root canal — it’s not just about having enough money

Dr. Robert Fleisher ruminates on how to prepare for retirement There are so many articles about everything that you become pretty much overwhelmed and can never expect to read them all. So you pick and choose. You like to learn about the latest and...

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Superior customer service

Superior customer service

Dr. Roger Levin presents the 10 top ways to help create a perfect dental team With the changes brought on by the economy, top companies are bringing in the best resources they can find to evaluate where their organizations stand. They want to know...

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As one of the early pioneers in the development and manufacture of digital radiographic systems for dentistry, Suni has been at the forefront of providing dental practitioners with cost-effective digital solutions for the last 15 years. Unlike many digital imaging providers, Suni designs and manufactures its own intraoral sensors, enabling the company to guarantee consistently high quality products and exceptional customer service. In addition, by selling directly to the dentist, Suni is able to pass along considerable savings to the end-user.

 

Perpetually focused on the needs of its customers, Suni recognizes that each clinical specialty has its own unique set of requirements when it comes to digital imaging. That’s why Suni recently partnered with one of the world’s leading developers of three-dimensional imaging to launch the Suni3D, one of the few cone beam units on the market with an ideal field of view (FOV) for endodontic procedures.

Bill Fitzpatrick, CEO and President, Mona Bedi, Director of Technical Support, Al Bettencourt, Chief Operating Officer, and Paul Tucker, Vice President of Marketing, discuss their thoughts on the future of Suni and its place in the digital dental marketplace.


Bill Fitzpatrick—CEO
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What kind of impact do you think Suni has had on the dental industry?
The transition from film to digital has been one of the most significant developments in the history of dentistry and our founder, Paul Suni, had a strong hand in its evolution. In the mid-1980s, he was one of the first engineers in the world to design digital sensors for dental applications. In 1998, he began producing sensors for some of the leading brands in digital radiography, and in 2002, he launched the Suni brand sensor in Europe. Two years later Suni brand sensors were introduced in the United States and the rest, as they say, is history. To this day Suni continues to develop and manufacture innovative digital sensors. In addition, in collaboration with one of the leading innovators in cone beam imaging, the company has broadened its product portfolio to include panoramic, cephalometric, and three-dimensional imaging systems.

Where do you think the company will be headed in the next 5 years?
Suni’s strategic goal is to become one of the leading total solution providers of digital imaging systems for dental practitioners, and we are well on our way. We are already the value leader when it comes to digital sensor systems, and we are rapidly expanding our product offering to include other imaging modalities. Recognizing that each clinical specialty has its own unique imaging requirements, we are now focused on developing products that are designed specifically for targeted clinical applications, especially endodontics, orthodontics, and implantology. Five years from now we will have a broad array of innovative digital imaging systems for clinical specialists here and abroad. We already serve customers in more than 80 countries around the world, and we expect that number to grow dramatically over the next 5 years.

Mona Bedi
– Director, Technical Support Manager
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What can customers expect from the technical support organization at Suni?
Great customer service is the underpinning of every successful business, and Suni is no exception. At Suni, great service begins with the personal relationship that we develop with each individual customer. Our support team thrives on providing personalized service for each dental client, and they rely on the latest communication technologies to provide it. With technical equipment come technical questions, and our customer-support technicians are fully equipped to provide the answers.

What are some of these new methods of connecting with your client?
In addition to the standard remote trouble-shooting sessions that our techs provide every day, we offer several other ways for our customers to get in contact with technical experts. For example, we now offer Live Chat and Web Based Training. Live Chat allows dental practitioners to connect faster with technical specialists.

Web-based training is another way to provide convenient support to our clients who are looking for answers to their technical questions. If an endodontist who is a new user finds he has a software-related question while using the cone beam system, all he has to do is go to our website, log in to the Suni Live Chat, and get assistance immediately from a live technician here in Silicon Valley.

Al Bettencourt – COO
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What advantages do digital sensors offer that film does not?
By its very nature, film is somewhat limiting in its applications, especially in the field of endodontics. Because endodontists typically take a number of images throughout each procedure, the amount of patient chair time is expanded by the time it takes to produce these images, which creates real cost for the practice and inconvenience for the patient. X-ray film doesn’t lend itself to this process because of the extended time and cost associated with developing the images. Digital sensors, on the other hand, significantly shorten the time line and involve less cost per procedure. In addition, the resolution is frequently better due to image-enhancement software, and the images can be conveniently stored electronically in the patient’s file, or emailed instantly to another practitioner.

What steps does your manufacturing team take to separate Suni from its competitors?
Because the chip and the sensor are designed by us, we have the ability to control all aspects of quality, product performance, and cost. Some of our competitors outsource assembled components and in some cases, the entire sensor, so there is no way for them to ensure that all steps in the production process have been handled correctly. We control everything, from the design of the chip all the way to the delivery of our product to the practitioner, and everything is manufactured right in our facility in Silicon Valley. We have an intimate knowledge of our product, and it shows in our quality and in our pricing.

Paul Tucker
– Vice President of Marketing
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How does Suni differentiate itself in today’s dental marketplace?
Suni is a market-driven company and we respond to the needs of the market through concentrated product development efforts. We constantly talk with our customers and input their suggestions into our product development and marketing efforts to ensure that we are providing a superior and innovative line of intraoral sensors, as well as extraoral and 3D imaging systems. We target specific products for specific specialties. In this way, we are sure that we are meeting the needs of our customers, whether they are endodontists, orthodontists, periodontists, or general practitioners.

In what ways is Suni addressing the current needs of the endodontist?
Endodontics has always been a primary focus for Suni. The integrated digital solutions that we provide are a perfect fit for all endodontic procedures. Using our intraoral sensor systems, practitioners can capture 2D images quickly and efficiently to track the progress of their procedures. Our Suni3D cone beam system takes endodontists even further by providing them with a way to image dentition and anatomical landmarks that they cannot see with traditional 2D imaging. With Suni3D, practitioners can validate preliminary diagnoses and construct the most effective treatment plans, thereby ensuring the best possible outcomes for their patient care.

If I were an endodontist, why should I invest in Suni’s 3D system instead of your competitors’?
Suni3D System is one of the few systems on the market with a focused small FOV. This means that only the area for which information is needed is captured on the image. Think about it—how often do endodontists work on multiple teeth at the same time, or do multiple root canals? They usually don’t. So, Suni3D is the perfect system for them. Our 5´5 cm and 8´5 cm systems capture areas consisting of about 3 to 6 teeth, perfect for endodontic procedures. Since the smaller FOV requires a limited amount of radiation, it is also much safer for the patient.

Another benefit to the practitioner is that the small FOV limits the amount of patient anatomy appearing on the image. The practitioner is liable for diagnosing any pathology that appears on the image, dental or not, so larger FOVs have the potential to create an unnecessary liability for the endodontic practitioner. Why open yourself up to that risk when, in reality, you don’t need all of that data to treat your patients?


Lastly, Suni3D image quality is second to none. Our current installed base of customers attest to that fact every day. The images are unequivocally the best that are available in the marketplace, and that’s what it comes down to. Which system provides the best image quality? I can confidently say that the Suni3D system does just that. That’s why Suni3D represents the best overall value for the endodontist.

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