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Corporate Profile: AMD LASERS

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What a difference two years makes! In 2009, AMD LASERS introduced the Picasso laser to dentistry and orthodontics, and changed the way practitioners looked at (and purchased) lasers. Since then, AMD has been the toast of the town, winning numerous accolades, tweaking and re-tweaking its design, introducing new "lighter" iterations and developing a state-of-the-art iPad app for new Picasso users. Orthotown Magazine caught up with AMD President and CEO Alan Miller to find out more about his whirlwind 24 months and what the next few years have in store for the company.

In June 2009, Orthotown Magazine helped introduce AMD LASERS' Picasso laser to the orthodontic world. It was no less than a revolution in the dental and orthodontic professions in terms of affordability and ease of use. What has the last two years been like at AMD LASERS?
Miller: I guess you can say it was like lighting a fuse on a rocket and trying to hang on with one hand while trying to build a bigger rocket with the other. I always knew dentists wanted an easy-to-use laser that was affordable, but the biggest surprise was how many dentists want to be a part of something.

What do you mean be a part of something?
Miller: I mean being a part of something successful, something fun and something truly beneficial for their patients. Lasers have been around for 50 years, 20 in dentistry, and really only affordable within the last few years. We try to treat every prospective laser client, AMD customer and even our competition with respect. We as an industry are great, not as individuals but as a profession.

Speaking of competition you have developed a bulls eye on your back, what is that like?
Miller: I take it as a compliment as we have a lot to be proud of at AMD. I welcome competition and think that they have validated our pricing and confirmed that there was simply a lot of gouging going on. With all of the marketing we are doing it has brought up the awareness level for laser dentistry and all of the manufactures are selling more product. This makes me ecstatic!

What's AMD's current business philosophy? Has it changed in the last two years? How have your goals changed?
Miller: Our business philosophy and goals remain the same. Treat people like you like to be treated and always take the high road. Our mission is still to equip every dental practice and every operatory around the world with the Picasso line of dental lasers.

You started with a single product – Picasso, what else have you accomplished in the last two years?
Miller: Shortly after Picasso we introduced Picasso Lite, an affordable and best-selling laser. Then we focused heavily on education. We founded the International Center for Laser Education, developed a six-hour certification program, developed the world's first laser iPad application and recently introduced the Masters of Laser Education series. Just recently we finished the designs for our next generation of hard- and soft-tissue lasers that are once again going to keep the competition on their toes.

What changes have you taken with training and education? What's the Masters of Laser Dentistry Education Series?
Miller: We have expanded our educational solutions to meet the various learning needs of our customers. We now offer online, DVD and hands-on training courses, along with various lectures and seminars across the country. We also offer an iPad app. With all of these solutions available, we make it easier and more accessible for our customers to be trained on our products in the medium that works for them.

The Masters of Laser Dentistry is part of the expansion of our domestic education program. This program consists of a 23-city lecture series coupled with hands-on training using the Picasso line of dental lasers taught by dentistry laser specialists in the areas of orthodontics, periodontics, endodontics, low-level laser therapy and surgery. The series is designed for dentists and hygienists who are new to, or unfamiliar with the Picasso diode laser. We are very excited to now offer hands-on training to our customers.

AMD developed an app for the iPad last year that aids in training. What more can you tell me about the app? What updates are you working on?
Miller: The iPad app was launched as part of our green initiative and in an effort to create a digital and more accessible educational solution. The iPad app enables dentists to view patient educational, how-to and clinical videos directly from their iPads, eliminating the need for DVDs, printed materials and more. The app also contains all of the marketing materials, operations manuals and everything else that was previously printed, making this app a huge win for our customers and the environment.

We recently updated the app with articles and the ability to take the certification course through the iPad, generate the certificate of completion and print the certificate to a local printer. This update enhances the experience.

Expanding your Picasso line, you've unveiled the Picasso Lite. Tell me about this new laser.
Miller: The Picasso Lite offers 2.5 watts of power, three customizable presets, an icon membrane touch screen, adjustable volume and aiming beam intensity. The Picasso Lite is the ideal affordable and easy-to-use replacement for the electrosurge and scalpel for all soft-tissue procedures and is designed for the first-time laser dentist and hygienist.

There are four main differences between the Picasso and the Picasso Lite.
  • The Picasso has seven watts of power and the Picasso Lite has 2.5 watts of power.
  • Though both lasers can do a wide variety of soft-tissue surgical, periodontal and endodontic procedures, only the Picasso can do laser whitening.
  • The Picasso features a color touch screen, a multiple language menu with eight customizable presets. The Picasso Lite has an icon membrane touch screen with three customizable presets.
  • With the Picasso you are able to customize the continuous/ pulsed modes whereas these modes are preset on the Picasso Lite.
There are certainly differences between the Picasso and Picasso Lite. How does an orthodontist know which one would work best in his or her ortho practice?
Miller: Picasso and the Picasso Lite lasers are both excellent choices for the orthodontist. Those looking for simple and affordable should choose Picasso Lite, those seeking the extra advantage of laser whitening should choose Picasso.

You used the adjective "beautiful" to describe the laser. It is not too often you hear a product described like that.
Miller: It is our clients that tell us that! I first drew the Picasso shape on a napkin; you could say it looked a lot like the helmet of a Star Wars Storm Trooper. But it quickly developed into this shape that looks really more like a piece of art than a laser. Dentists often tell me they bought a Picasso because it looks awesome in their practice in front of their patients. To me it is all part of innovation, the combination of functionality and art.

I understand you've developed more accessories for both the Picasso and Picasso Lite. Can you tell me more about each one?
Miller: Last year we launched our disposable tips for our new multi-tip handpiece. The tips were designed to meet the needs of all soft-tissue dental procedures. The new disposable tips are available in various angles, lengths and sizes to meet our client's needs. The tips are easier to use and more convenient than the traditional strippable fiber. Of course we still offer strippable fibers on both of our lasers making them the only lasers available on the market with your choice of delivery systems.

We also launched a bleaching tip for our Picasso laser that is used with our multi-tip handpiece.

Our bleaching tip is used with power bleaching gel that was developed in order to guarantee the best results with the use of a diode laser. The heat from the laser is absorbed in the gel, alleviating post-treatment teeth sensitivity.

These newest offerings continue to show that we reinvest in our current and future products as part of our commitment to provide innovative and quality laser products to the dental industry.

In November 2010, you expanded your domestic and international distribution channels to ensure wider penetration of Picasso and you're even marketing in Russia. How popular has Picasso become worldwide?
Miller: We have distributors in more than 65 countries and we are continuing to grow, making the Picasso line of dental lasers available in major markets across the globe. With our global expansion, our Picasso line of dental lasers has become the No. 1 selling lasers in the world. Recently we attended the IDS show in Cologne, Germany. We had more than 500 new dealers fighting to become AMD representatives. Our booth was one of the busiest booths in the USA Pavilion. We also had a great number of customers come by and let us know how the Picasso has made an impact in their practice. This is a testament to the influence AMD has made worldwide.

Since we highlighted AMD in 2009, you've been everywhere! You've even received tons of awards for the Picasso. What does it feel like to get such a positive reception?
Miller: It's a great feeling to know that our commitment to excellence and customer service has been recognized by the dental industry and community. We make it affordable for dental practitioners to provide state-of-the-art treatment to their patients and these award-winning lasers are considered the gold standard in quality and affordability around the world.

Why should an orthodontist buy your laser?
Miller: They will get a product that is easy to use and excellent support all at an affordable price.

What does AMD have in the works? What can we expect to see in the future?
Miller: Let's just say that we just got done warming up. The next generation of our products is going to blow your mind.

For more information about AMD LASERS, please visit www.amdlasers.com or call 866-999-2635.
Orthotown Magazine
October 2025
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