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Corporate Profile: AMD LASERS Benjamin Lund, Editor, Orthotown Magazine

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Introducing AMD LASERS and its recently unveiled Picasso – one of the most user-friendly and affordable lasers on the orthodontic market.



by Benjamin Lund, Editor,
Orthotown Magazine

Patients dig lasers because they're high tech. You dig them because they offer a myriad of applications including gingivectomy, exposures, operculectomy, frenectomy, contouring, hyperplastic tissue removal, implant recovery and teeth whitening. For as cool and useful as they are, barriers abound. Price point, training or certification, portability, etc., are certainly the underlying factors that stave off potential laser purchases. Alan Miller is very familiar with those factors and for the last five years, he's been at the forefront of diminishing their impact.

In 2004 Miller started up National Laser Technology (NLT) – a company that purchases "lightly-used" lasers that were just collecting dust in the back rooms of dental and orthodontic offices and sold them at prices dental and ortho professionals were comfortable paying. "I noticed quite a few dentists and orthodontists who were having trouble trying to sell lasers they weren't using, and on the flip side I kept running into practitioners who really wanted to incorporate lasers into their practices but couldn't afford them." In little time, NLT became the world's largest reseller of used hard-tissue lasers. What could have cost dentists and orthodontists $80,000 for a brand new laser was being cut by more than $40,000 (and included a warranty and training on the laser). Miller was extremely pleased with the success he achieved with NLT. Essentially brokering deals for new lasers was certainly impacting orthodontics in a positive fashion, but Miller wanted to do better – not just for his company, but for practitioners everywhere. Miller spent years selling everyone else's used hard- and soft-tissue lasers through NLT, and he had scads of first-hand experience and knowledge of what worked and what didn't.

For the last two-and-a-half years Miller and his new company – AMD LASERS – have focused much of their efforts and capital in developing a brand new soft-tissue laser that every orthodontist could afford. The outcome was the recently unveiled Picasso laser. "Picasso reflects the best features of all of the different lasers we've sold through NLT," says Miller. "It's a direct reflection of what orthodontists have been waiting for: an easy-to- use, solid product at the right price point, on-going operating cost and warranty." The Picasso leapt out of the gate with perhaps one of the most competitive laser prices in the orthodontic market, along with an impressive training package and steadfast customer support from AMD.

No one is more excited about Picasso than Miller himself. In fact he's so hyped up and committed to his new technology that he's donating a Picasso to every dental school in the United States. I had the chance to sit down with Miller to discuss the Picasso laser, it's competitive price point and use for orthodontics.

Alan, what can you tell me about the Picasso?
Miller: It's an incredible laser – revolutionary, really. It took us the better part of two years to develop this product and get it ready for orthodontists. We reviewed every nuance over and over from size to weight. I took all of the best features from other lasers on the market and incorporated them into the Picasso.

New lasers are popping up all over the orthodontic landscape. Why should orthodontists purchase your laser?
Miller: They will get a product that is easy to use and support that is unparalleled in our industry all at a reasonable price. We gave Picasso 7 watts of power so it can get the job done quickly and efficiently. We also gave it a standard three-year no-questions-asked warranty all for what orthodontists have really been waiting for. This is all at a price that we think makes sense: $3,495. Picasso is a great way to get into lasers without worrying about the money aspect. It is easy to use right out of the box, but as orthodontists become more proficient with the laser, Picasso grows with their capabilities. That's one of the reasons we gave it such great user friendliness yet lots of power and optional accessories. The Picasso is a laser orthodontists can use and keep in their practices for a very long time.

Other lasers cost several times the cost of a Picasso. How exactly are you able to sell it at such a low price?
Miller: We built it better, mass produced it, kept our overhead low and we've charged a reasonable margin to do it all. $12,000 for a first-time laser user would make anyone wary. Our price makes sense and it also allows orthodontists to put a laser chairside in every operatory. With the Picasso, a laser can be just as accessible as an overhead lamp. Our initial price is certainly a key selling point, but the annual operating cost is also something orthodontists are excited about. I put a three-meter fiber on Picasso to keep the annual operating cost to around $200. Other units on the market can run more than $20,000 a year if you see 10 patients a day, 20 days a month. Many orthodontists have found out the hard way how much it costs to keep a laser up and running. We want orthodontists to be satisfied with Picasso at purchase and every single day they use it.

What sort of training can you offer orthodontists on the Picasso laser? How does the training process go?
Miller: Training is quite possibly the most important aspect of purchasing a laser. Some companies will drop off a laser and then you never see the sales rep again. It's either that or the sales rep is selling 200 other products and has a very limited knowledge base on the laser. That's not how we operate. All we deal with is lasers. Our customers need to know exactly how it's supposed to be used, otherwise what was the investment for anyhow? We take a complete leadership role when it comes to training. AMD LASERS offers what we call the three-step plan. These three unique levels of training cater to orthodontists who have three different educational needs. Level one is for everyone, first time users to experienced laser aficionados. Level two is for offices that need professional certification. Level three is for offices that want the maximum out of their laser. This is a comprehensive two-day hands-on course with the entire staff in their office. In addition to our Three Step Plan, we offer the ease of online Webinar training and have state-of-the art regional training facilities across the country. We have aligned ourselves with the best orthodontists in the United States to provide the best comprehensive laser training possible. Purchasing a product is easy, investing in education is the most important part.

Although the Picasso is priced pretty low, do you still offer any sort of financing options for it?
Miller: Our most popular programs are 12 and 24 month zero percent interest. We have other plans that can go all the way out to 72 months, but, you're right, we've priced our laser so attractively that most practices don't have to look for any type of financing.

Will you continue to develop your already existing lasers or are you putting your funds toward R&D of a smaller/cheaper laser?
Miller: We are working on two new lasers. Our new perio/hygiene laser is going to turn the hygiene and perio world upside down and the other, as you probably guessed, is a hard-tissue laser that every one can afford. We are also working on five private label lasers for other companies. Like I said, we have only one goal – to equip every orthodontist worldwide with this remarkable technology.

We have looked into a tiny microlaser but the issues of being lost or dropped just don't make sense at a more than $12,000 price point. We have priced Picasso so three to four units can be purchased for the same amount.

In your opinion, what is the biggest misconception in the orthodontic profession about lasers?
Miller: I know a lot of orthodontists have the initial apprehension about using the laser in terms of damaging tooth structure, metal or bone. It's understandable, but in all honesty, lasers are completely safe to use around all three.

In your opinion, why should an orthodontist invest in a laser?
Miller: Picasso is a great way for orthodontists to treat their patients' soft tissue needs quickly and with minimum post-op discomfort. There are so many uses for laser technology in their practice so getting into lasers without worrying about the money aspect and return on investment finally makes sense.

For more information about AMD LASERS and/or National Laser, please visit www.amdlasers.com or call 866-999-2635 or 800-336-1021.
Orthotown Magazine
September 2025
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