Orthotown October 2013 - (Page 18)
ortho organizers // corporate profile
Russ Bonafede, Ortho Organizers President
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
Cendras
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 anniversary 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.
18
OCTOBER 2013 // orthotown.com
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.
http://www.orthotown.com
Table of Contents for the Digital Edition of Orthotown October 2013
Wired for Success: New Patient Workflow in the Digital “Paperless” Office
Orthotown.com Highlights
Lean and Mean Ortho: Cost-saving Measures in an Orthodontic Practice
Phase I Expansion/Retention
Corporate Profile: Ortho Organizers
New Products
Continuing Education: Treatment by Twelves
A Common Sense Approach to Six Percent
Overhead – Friend or Foe?
Ad Index
In Memoriam: Tribute to Dr. Craig Andreiko
Orthotown October 2013
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