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Corporate Profile: Ortho Organizers

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Ortho Organizers (O2) is changing the way you look at orthodontics. Orthotown Magazine talks to Céline Cendras, Director of Marketing, about what's happening at O2.

Give our readers a brief history of O2
Cendras: O2 was created in 1976 by Lindsay Brehm, a former employee of "A" Company and the son of an orthodontist and teacher of orthodontics. With the acquisition of Micro Metal Products in 1981 and of San Marcos Medical Plastics in 2001, the company has used the expertise of these smaller niche markets to create quality product lines at competitive pricing.


Celebrating our 30th anniversar y in 2006, O2 moved to a new corporate headquarters in Carlsbad, California. The new facility, about 65,000 square feet, provides the company more room to incorporate additional manufacturing machines to help keep up with the growing business from organic growth as well as through acquisitions, including recently acquiring Ortho Technology. As the orthodontic imprint of Henry Schein, O2 has a strong commitment to serving its customers.

Can you tell us a little about your management team, your roles and your experience?
Cendras: The management team has a strong background in the dental and orthodontic industries. Here is an overview:
  • Russ Bonafede, President: O2's president has more than 23 years of medical device experience with an emphasis in orthodontics, implant dentistry, craniomaxillofacial surgery and laparoscopic surgery. He has served as president of O2 since July 2009.
  • Ted Dreifuss, Vice President of Sales and Marketing: He joined Henry Schein Dental's Specialty Products Group in March 2012 as Vice President of Global Marketing. In July 2013 he was named Vice President of Global Sales and Marketing and is currently responsible for all aspects of O2's commercial strategies and tactical planning, as well as marketing strategy for the other specialty companies in the group. Ted has nearly 30 years of sales, marketing and management experience in the medical and dental device sectors.
  • Mark Payne, Director of Engineering: He is responsible for the development of new product innovations and production engineering for all legacy appliances at the company. He has more than 21 years of experience in the orthodontic profession, with 18 years at Ormco.
  • Céline Cendras, Director of Marketing: I was appointed to this position in July 2006. I oversee O2's marketing activities, which includes product management, continuing education, marketing communications, and international marketing. My team and I are responsible for the launch and promotions of new products, as well as maintaining O2's existing product portfolio.
  • Robin Marks, Director International Sales: He joined O2 in 2007. His department is responsible for sales activities outside of the U.S. He and his team work in concert with nearly 200 active distributors worldwide, representing sales in more than 100 international markets. Robin has 25 years of experience in global sales and marketing management with more than 14 years of experience in the dental field.
  • Foster Boop, Director of Regulatory Affairs and Quality Assurance: He has extensive regulatory compliance and operations management experience, spanning more than 20 years.
  • Sue Fix, Director of Operations: She joined O2 in 2011. She has nine years of dental device manufacturing and supply chain experience.
  • Alison Weber, Chief Financial Officer of the Global Dental Specialties Group: She is responsible for leading the finance function for this growing group, which is currently comprised of four companies (including O2).

Your mission statement indicates that O2 provides comprehensive orthodontic solutions in a socially responsible manner - can you elaborate on what that means and how you're achieving it?
Cendras: We recognize that service extends beyond the workplace and into our communities. O2's employees are involved in numerous, diverse volunteer activities, including a Back-to-School event providing backpacks full of school supplies to families in need, and the Holiday Cheer for Children program.

When it comes to our employees, training is an integral part of their continuing career development. For example, we provide an intensive week-long training program, including sessions on sales skills, product presentations and technology training, to equip our sales force with the knowledge they need to succeed. In addition, all new employees throughout the company are invited to join the product training sessions. Through this program and ongoing sessions, we are dedicated to developing the best and most productive sales force in the industry - one that is thoroughly trained and equipped to meet our customers' needs.

O2 not only distributes orthodontic products, but manufactures them as well. How is this integrated nationally? Globally?
Cendras: O2 has two main facilities where most of our manufacturing activities are conducted. Most Elastomeric lines are now being manufactured in our Indiana facility. It is the same facility that also manufactures some of our archwires and wax offerings. In our California facility, we manufacture our brackets, bands and buccal tubes, along with our intra-oral appliances, such as Twin Force Bite Corrector Devices and the Carriere Distalizer Class II Correction Appliances. Internationally, O2 and its various brands are sold through more than 200 distributors. As we have acquired brands, we have been able to increase our number of distributors.


How does a product start from an idea and move to development?
Cendras: We prioritize our new product development funnel on a quarterly basis. Projects are ranked and prioritized based on market demand, revenue potential, product life cycle, manufacturing know-how, cost, strategic relevance to our business and company vision.

We either design a product from conception to completion internally based on concepts validated by research and voice of customers, or we design products collaborating with an inventor, who often is a clinician with a great concept. For example, we are currently completing the product development of our Carriere SLX Bracket, the next generation of the Carriere self-ligating bracket, in collaboration with Dr. Luis Carriere.

Our key products are evaluated by clinicians prior to them being released for sale. This helps us ensure that products launched meet the criteria and expectation, not only in our laboratory, but also in the hands of practitioners and their patients.

How does manufacturing your own products give you an edge in the orthodontic market? Cendras: We control our destiny. We prioritize based on the demand of our customers. If another entity were to manufacture our products, we would not be the one deciding when and what needs to be developed.

Also, if we want to make a design change based on the input of our customers, we can. It is our sole decision. We also have more control of our production timeline and build-out. If we decide to reduce the product development cycle due to a strategic reason, we can by reallocating our resources accordingly. We also control the production flow: when demand is high we increase the number of production shifts, so that the lead time does not increase.

What are your most popular products
Cendras: Our Carriere Distalizer appliance is a non-invasive Class II device with a strong clinician following and high patient acceptance. It is used prior to treatment when there are no other appliances competing in the mouth. This allows Class II correction faster, decreasing overall treatment time.

Twin Force Bite Corrector Devices are also highly recognized in the industry. It corrects skeletal Class II corrections and is not removable by the patient, thereby enhancing patient compliance.

In 2010 O2 and Drs. Larry and Will Andrews became partners in the development of the next Straight-Wire Appliance: Andrews2 Appliance System. This marked the first time Dr. Larry Andrews has shared the 20 years of research conducted by The Andrews Foundation with a company to manufacture the next generation of his original Straight-wire Appliance. In addition, when the appliance is used in conjunction with the Six Elements (6E) Philosophy, it provides the ultimate treatment outcome.

Our NeoMaestro family of brackets includes Maestro, our metal twin premium bracket system, NeoLucent Plus Ceramic bracket system, and NeoCrystal Sapphire Ceramic Bracket System, developed with the vision to offer clinicians the ultimate twin bracket system where the brackets are fully interchangeable between aesthetic and metal versions for convenient and cost-efficient bracketing. The three bracket lines offer uniform design features as it relates to bracket sizes, compatible in/out, same base compound contour, bond strength, and more. This unique family of brackets provides clinicians optimal benefits and conveniences, while delivering successful treatment outcomes.

What's happening with the courses you've started offering on sleep apnea?
Cendras: Obstructive sleep apnea (OSA) is emerging as one of the most widespread and costly health issues in the U.S. Over time, it has been documented that orthodontic treatment offers more than just a beautiful smile and enhanced self-esteem, it also improves quality of life by providing overall health benefits.

Orthodontists can play a significant role in the diagnosis and treatment options of OSA by changing the airway. The orthodontic approach is intended to provide patients with immediate relief from OSA, as well as changes to the airway that may address an underlying cause.

By the overwhelming interest and course registrations, we know that orthodontists are interested to gain knowledge in this area. By taking our course they are learning the physiology of OSA and the current diagnostic and treatment options, as well as a new orthodontic approach and its protocols. Orthodontists can change the structure of a growing face, which can impact the airway. The courses are currently taught by Drs. David Paquette and Lou Chmura.

Last year O2 completed the acquisition of Ortho Technology. What was the motivation and what are your plans?
Cendras: Ortho Organizers' goal is to grow within the specialty market. While we do everything we can to grow organically (e.g., new products, clinical champion relationships, continuing education programs, sales force expansion), when there are quality companies that are available for a potential business development transaction, we consider these as well. In the case of Ortho Technology, we had a high growth orthodontic enterprise with a very well respected product portfolio. Not only did this allow us to expand our market share position, but a transaction of this nature produces certain synergies for both companies that allow us to operate more efficiently on a go forward basis. The orthodontic portfolio of Henry Schein now has a significant foot print in the orthodontic industry with O2, Masel, ClassOne, and Ortho Technology brands. We expect to continue our growth trajectory in orthodontics through a combination of organic and inorganic means that allow us to expand our sales coverage, enhance our product portfolio and strengthen our manufacturing base.

Tell us about the process of gathering, responding to and applying customer feedback.
Cendras: We collect the "voice of customers" in various ways. We sometimes conduct online surveys or office visits. We also work closely with a close group of leading orthodontists with whom we exchange ideas, product concepts or product samples. Once the product is launched we will monitor any feedback through a post market surveillance program. In addition, our customer service and sales teams log any customer feedback into a customer relationship management (CRM) system. This feedback is then reviewed by a team on a regular basis. Feedback can be shared by calling our sales team, by sending an e-mail directly to usasales@orthoorganizers.com or by contacting us through our website. We take our customers' feedback very seriously.

How can orthodontists get involved in the development of products?
Cendras: Any orthodontist can get involved with the development of our products. We have a well-defined process that ensures we review any ideas submitted by clinicians or inventors. Ideas are reviewed, analyzed and filtered while taking into consideration market demands. Orthodontists can reach out to anyone at O2 who will then put them in touch with the correct people. As soon as this connection takes place, the process starts down its path.

What would you say has contributed the most to O2's success?
Cendras: We work hard to earn our customers' business. While we are growing and gaining market share, we are not resting on our laurels. The orthodontic community is a small community, where relationships matter and every customer is important. Our employees pride themselves in trying hard to develop successful relationships. Our teams, in the field and in the office are dedicated to the success of the clinicians business as well as our organization.

While we are a division of Henry Schein, a very large public company, they allow us to run our business based on our strategic vision, trusting O2's leadership team. Henry Schein recognizes the power of entrepreneurial organizations, so they provide the leadership at O2 with some degree of autonomy while ensuring we abide by the financial, regulatory and legal controls required of any public entity.

We also believe that it is important to develop and maintain good relationships, not only with our customers but with our employees, our partners and our community. We pride ourselves on having strong integrity and high values. These values are reflected every day in the relationships that we have.

For more information about Ortho Organizers, visit www.orthoorganizers.com or call 800-547-2000.

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October 2025
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