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Practice Profile

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Dr. Fleur A. Blethen

Dr. Fleur A. Blethen

Empathy, tenacity, and perseverance are keys to this clinician’s flourishing practice  What can you tell us about your background? I was born and raised in Seattle, Washington, and lived there until I was 13 years old. My family relocated...

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Dr. Ernest Reeh, Practice Profile

Dr. Ernest Reeh, Practice Profile

Focus on patients, family, academics, and endodontics What can you tell us about your background? I have a bachelor’s degree in chemistry with a minor in business. I was accepted off of the alternate list for dental school and then attained...

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Practice Profile - Dr. Anthony Horalek

Practice Profile - Dr. Anthony Horalek

Practice Profile | Dr. Anthony Horalek: The art and science of endodontics.

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Clinical Articles

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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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Endodontic retreatment of a lower right first molar with WaveOne®

Endodontic retreatment of a lower right first molar with WaveOne®

Dr. David C. Baker uses a technique that facilitates quick and predictable results Patient history The patient is a 34-year-old female who was referred by a local colleague. She had broken her lower right first molar and complained of some general...

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The Laschal FXP set incorporates transferred oscillation technology

Background There are other ultrasonic devices on the market that depend upon direct contact with a separated file to loosen and remove. However, it is absolutely impossible to restrict the contact of the tip to the file remnant itself. The vibrations...

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Practice Management

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Secrets to financial and personal freedom for endodontists

Secrets to financial and personal freedom for endodontists

In part 1 of his series, Dr. Ace Goerig offers the first steps to becoming debt-free I was presenting at a recent AAE national meeting with over 200 endodontists in the room, and I asked the question, “How many of you are completely debt-free?” ...

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Ethics, morals, and law in the professional office

Ethics, morals, and law in the professional office

Dr. Bruce H. Seidberg discusses how ethical and moral behavior are governed by law A relationship exists between medicine, dentistry and the law1 (Figure 1). Dentistry is to medicine as medicine is to dentistry: They have a cause and effect...

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Feedback – lateral thinking

Feedback – lateral thinking

Jacqui Goss explains how to gather reliable patient feedback

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Impactful New Visual Identity and Positioning Recognized as Best in Class


mime-attachmentHu-Friedy Mfg Co., LLC, was named one of the world’s most effective rebrands in the eighth annual REBRAND 100® Global Awards. This award is the highest recognition for excellence in brand repositioning, and is the first and most-respected global program of its kind.  Hu-Friedy’s rebrand initiative focused on updating the company’s visual identity, brand architecture and overall positioning to reflect a broader value proposition to the global dental industry, which it has served since 1908. The refreshed brand highlights the company’s expanded solution portfolio, value-added service offerings and unique approach to engaging the global dental community through education and innovative social media programs.

“Many projects had big ideas expressed elegantly through all methods of engagement—language, visuals, sound, etc.” said Shashi Caan, Founding Principal, The Collective US and UK 2012 juror. Each year, an international and multidisciplinary mix of industry experts convenes to jury this annual competition. They consider “before” and “after” representations of brand transformations with written summaries and supporting elements that showcase integration of social media and mobile engagement.

A small consulting firm or brand had as much opportunity to be selected as did global organizations with exponentially greater budgets since the name and size of the brand strategists are hidden from jurors during their review process. Emphasis was on executed strategy that made an emotional connection and met the stated objectives and needs of the identified target audience and prospects.

“We thank REBRAND for this tremendous honor.” said Patrick Bernardi, Hu-Friedy’s Vice President of Global Brand Marketing and Communications. “The dental industry has experienced dramatic changes over the years, and with our rebrand initiative, we want to ensure we communicate all the fresh and impactful ways in which Hu-Friedy is helping dental professionals perform at their best. We are thrilled that REBRAND feels that the work was well accomplished.”

The 2012 winners represented over 28 countries and 34 industries. They ranged from One Foundation from Global Ethics Ltd, Pfizer, National Music Centre of Canada, Merck Millipore, and Cisco. In addition to in-house teams, small agencies, and representatives of multinational corporations and non-profits, competing firms included Interbrand, SNK, Lippincott, Siegel+Gale, and Brandient.

 

About Hu-Friedy

Founded in Chicago in 1908, Hu-Friedy Manufacturing Company helps dental professionals perform at their best by producing dental instruments and products designed to function as an extension of each practitioner's particular skill. Its products, hand-crafted by highly-skilled artisans, are known for their precision, performance, longevity, reliability and quality. Headquartered in Chicago, Hu-Friedy products are distributed in more than 75 countries and the company maintains offices in Rotterdam, Tuttlingen, Germany, Milan, Shanghai and Tokyo.

About REBRAND™ and the REBRAND 100® Global Awards:

REBRAND™ is the world's leading resource for effective brand transformations. The REBRAND 100 Global Awards is the first and most respected recognition for repositioned brands. Featured in such media as The Wall Street Journal, CNN Money, Bloomberg Businessweek, various magazines and books, the annual competition has entry deadlines in late September. The full 2012 winners showcase is at www.rebrand.com.

 

Contacts:

Patrick Bernardi

773.868.5506

This email address is being protected from spambots. You need JavaScript enabled to view it.

www.hu-friedy.com

 

For REBRAND™:

Andrea Walker

401.277.4877

This email address is being protected from spambots. You need JavaScript enabled to view it.

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Latest News

There remains a growing belief among clinicians that obturation is to blame for endodontic failures. This notion has more recently fallen under scrutiny as researchers have discovered that the most thorough obturation can only reflect the quality of the cleaning and shaping of the canal. In fact, a number of researchers point to the thorough use of irrigants — making sure that the debris and irrigant itself are lifted completely out of the canal, not forced out the apex — as the most important determinant in the long-term success of an endodontic procedure.

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