Microcopy: Singular focus sets burs as market leaders
"We're constantly innovating single-patient-
To get there, Tucker plans to focus on what has made the 48-year-old company the market leader in burs ever since it pioneered the concept of single-patient-
The question is largely rhetorical, when coming from the company that commands about 50 percent share of the market. To help explain the success, Tucker equates the use of a bur to a toothbrush. "You don't want to use somebody else's toothbrush. So why would you want to use somebody else's bur?"
The near universal answer to the question is driving growing demand for the company's core products, The NeoDiamond and the NeoBurr.
"These burs provide a huge economical advantage. They're of the highest quality. There's no need to be concerned about infection control. And there is no need to be concerned with the consistency of cut. As we like to say at Microcopy, 'Fresh cut, first time, every time,'" Tucker said.
The NeoDiamond is America's No. 1 selling diamond. Each is gamma-sterilized and individually wrapped in a clear and white poly packet, identified by diamond number, shape and description. But convenience and patient safety are just the starting points. The commanding market share has just as much, if not more, to do with the burs' reputations for fast, clean, consistent cuts.
The NeoBurr's reputation is just a strong, if not stronger. Literally. The tungsten-carbide bur is up to 70 percent stronger than the competition. Its single-piece construction and blended neck design result in a dramatic reduction in carbide's tendency to break.
"When you couple the sharpness and efficiency of the NeoDiamond with the strength of the NeoBurr, there's no reason to use anything other than Microcopy," Tucker said. "You get multi-use quality at a single-use price."
By Robert Selleck / DTA (https://us.dental-