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Inside Dentistry
January 2024
Volume 20, Issue 1

Directa USA Focuses on Solutions

New approach consolidates and streamlines innovative product offerings

Expect to see a lot from Directa USA this year. Having brought you products such as Orsing Hygoformic® saliva ejectors and accessories, the Ronvig Calaject CCLAD System, TrollDental TrollFoil, and ContacEZ® IPR Strips for years, Directa USA is focusing on a solutions-based approach for 2024, which brings together the various market-leading products that they offer under one trusted, proven umbrella. "We are now presenting who we are primarily through education and solutions-based procedures," says Directa USA's president Frank Cortes.

Directa USA, a division of Directa Dental Group (DDG), represents 9 of the 11 DDG brands in the United States. Incorporating all of them into one website——was a significant undertaking, but one that the Directa USA team felt was necessary to ensure that dental practitioners were aware of and could easily access their entire portfolio. "Many dentists and hygienists have used several of our products without realizing that they come from the same company," says Directa USA's manager of marketing, Brooke Hesse. "Now, many of these practitioners are interested in some of our other products because they know that they can trust our reliability and quality."

Kohler Instruments, a manufacturer based in Germany, was acquired by DDG in 2023, creating a partnership with Directa USA that will introduce a line of high-quality endodontic instruments in 2024. "The addition of the Kohler instruments to our product offerings will enhance our solutions-based educational approach for the endodontic market" says Cortes.

"The future is here, and we take the responsibility of having a cleaner planet very seriously," Cortes continues, explaining the company's initiatives to transition from oil-based plastics to bioplastics made from sugarcane and other environmentally friendly materials. Orsing, which was acquired by DDG in 2014, has already made that transition, and the rest of the group portfolio will follow. "It will take some time, but our mission and vision are extremely important for the future of the company and the future of the world," Cortes concludes.

"We want to create a dialogue and a platform for our customers to tell their peers about our products," says Hesse. The efficacy of these products will be communicated to dentists nationwide via the new website as well as through extensive marketing across various channels and education from key opinion leaders. In that vein, Directa USA will introduce ThePrimeClub USA, a group of renowned clinicians who will travel around the country lecturing about its products. "This will add significant hands-on and clinical awareness and tie all of our solutions together under Directa USA," says Hesse.

Of course, that is just one of the many ways that Directa USA plans to keep its message front and center for dentists in 2024. With so many innovative solutions and a more streamlined approach than ever, Directa USA's trajectory for growth is clear. "We will be present everywhere," Cortes says, "and we are not slowing down at all."

Directa USA • 800-537-8765

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