Empowering Clinicians to Better Serve Their Patients with Dirk Jeffs, CEO and President, Ultradent Products, Inc.

In May, Ultradent Products, Inc., a leading manufacturer of high-tech dental materials, announced that Dirk Jeffs would take over as CEO while retaining his current position as company president. He succeeds Ultradent founder Dr. Dan Fischer, who will remain active with the company as CEO Emeritus. Jeffs, a graduate of Brigham Young University, where he earned his MBA, joined Ultradent in 1996 and has led countless growth opportunities. Here, he discusses the company’s storied history and bright future.

Q: How does it feel to be named CEO of Ultradent?

A: It’s an honor, but I have to say it’s not really an abrupt change. Dr. Dan Fischer, our company’s founder who is now CEO Emeritus, had the foresight to allow me to work closely with him and manage a bigger part of the business for the past 5 years as president. Plus, my nearly 25 years working at the company has given me a deep appreciation for and understanding of the purpose of the company, our culture, and our people. So, I think that history helps. Further, Dr. Fischer will be there for consulting and mentoring, so that’s reassuring for me, as well as having a great upper-management team with really talented people in each of their disciplines and departments.

Q: Looking back over the past 24 years at Ultradent, what makes you proud?

A: I was hired initially to manage international sales and expand that part of our business, and I’m probably most proud of the fact that, today, 65% of the products we make are exported outside of the United States. So, we’ve grown our global presence, and the geographic diversity strengthens us as a company and makes us healthier overall. Also, in recent years, we’ve expanded our presence in the U.S., where we sell direct, and our sales force is able to have a direct and personal connection with more doctors.

I’m proud of our innovation, which we've experienced throughout the history of the company. Most importantly, I’m proud of our team—we’ve built an amazing team of talented individuals who are great at what they do.

Q: How has Ultradent been able to weather the recent crisis?

A: Like most dental product manufacturers, our sales have been substantially impacted on a global level, and we’ve had to make reductions in many areas, but we’ve kept the safety and health of our employees as our top priority. We’ve also prioritized helping our customers come out of this. We launched a relief package that includes substantially reduced pricing on products that we know they’re going to need most at this time. We’re offering free shipping for the rest of the year and payment flexibility.

The crisis has given us the need and opportunity to rethink many things about our business, and we will pay close attention to what might shift in terms of customers’ behaviors and expectations. Ultradent has always been a very customer-centric company, but I think we’re going to have an even sharper focus on the customer as a result of the crisis.

Q: What are your plans for the company now that you’re CEO?

A: As a company, we will continue to listen to our customers and think ahead with them so that we can add value as their needs and opportunities change. We have a strong R&D pipeline that I feel really good about, and that will strengthen our position in restorative dentistry going forward. We’re working on partnerships to bolster our innovations, and we have strong digital initiatives throughout the company that will prepare us for the coming years in areas like manufacturing, marketing, and sales.

Our future is bright because we have great people. Dr. Fischer has often said, "Companies are not made of concrete, glass, and steel— they’re made of people." And the company that he created has a culture that attracts and retains great people. It’s those great people who are going to do amazing things such as future innovations.

Q: What can you tell us about Ultradent’s R&D initiatives?

A: We have a big R&D department because innovation is part of our brand. We define our brand as trustworthy and progressive, and that’s how I think our customers see us. If you think about it, this company was founded on innovation. Our first product, Astringedent, revolutionized tissue management for the world. After that, Dr. Fisher put professional tooth whitening on the map with Opalescence, and we’ve continued to innovate in those areas.

We’re also doing a lot of work in the restorative area, and that’s where I think you’re going to see us strengthen our position in the marketplace. We’ve become known in the diode laser area with Gemini, and we’re going to continue to innovate there. Of course, we’re a dominant player in the curing light market and have great technologies in the pipeline in that area. So, those are just a few of our areas of emphasis for future innovation.

Q: Will Ultradent continue to be involved in charitable work?

A: Yes, and that’s a rewarding part of the business. A lot of the humanitarian stuff we do is to support the clinicians and organizations that are involved in humanitarian work, and they need materials or money to support what they’re doing. Even throughout the COVID-19 crisis, we’ve continued to support these efforts, such as missions with doctors who volunteer to go to locations where people need help and can’t afford it. We’ll continue to do that because it’s near and dear to Dr. Fischer. He’s got a saying, "When your hand is open to give, it’s open to receive." He’s definitely been an example of giving, and we want to continue to do that.

It All Began With a Single Innovation

Ultradent has come a long way since 1976, when the company began humbly in Dr. Dan Fischer's basement. As a young dentist, Dr. Fischer realized that rapid, profound hemostasis was imperative for quality operative dentistry, but there were no products on the market that predictably controlled bleeding and sulcular fluid. So, with determination and willingness to work after hours, he developed Astringedent, and later, Viscostat— which remain flagship products for hemostasis.

Dr. Fischer has spent the ensuing decades continuing to revolutionize the industry, leading Ultradent to become a global supply and manufacturing company with multiple industry-leading products. The company, whose vision is to improve oral health worldwide, also works to improve the quality of life and health of individuals through fi nancial and charitable programs.

In May, Dr. Fischer shifted out of his role as CEO, but will remain active with the company as CEO Emeritus. He will be involved in a variety of capacities, such as research and development projects, outreach, and lecturing.

His successor, company President Dirk Jeffs, has led countless growth opportunities for Ultradent, including developing satellite operations in Europe, Japan, China, and Brazil.

“Dirk’s leadership record is remarkable and his commitment to Ultradent’s core values is evident throughout his 24 years with us,” Dr. Fischer says. “His experience, attitude, and demeanor will serve Ultradent and the dental industry well.”