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�eeping theAmerican Dream

�live

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Historically, the founding fathers built this nationallycherished aspiration with the intent to encompass all thatwas available in America – life, liberty and the pursuit ofhappiness – hallmarks which united people on a commonquest for personal and national success. In the midst ofrecord high unemployment rates and based on today’sheadlines, one might think the American dream hasturned into a nightmare. However, one family, one organ-

ization continuously strives to epitomize the American dream of the 21st Century.Under the leadership of Bruce H. Bonafiglia, CDT, BonaDent and Danaren DentalLaboratories prove that it is possible for successful American businesses to provideopportunities to American workers and help them achieve their own American dream.

The Bonafiglia dream began 60 years ago between a father and son. AngeloBonafiglia, with the help of his father Henry, established BonaDent DentalLaboratories. Back then, if Angelo’s son, Bruce, wanted to spend quality time with hisfather it would have to be at the bench in his dad’s four-person dental lab, learning thebusiness while watching over his father’s shoulder. From cleaning denture flasks andsweeping the plaster room floor as a child to washing cars and changing oil in his youth,Bruce learned the true meaning of hard work. As his father’s lab grew, Bruce becamemore involved with the technical aspects of the laboratory and began to experience the

self-satisfaction of taking part in the completion of a greatrestoration. It soon became clear that he wanted the lab-oratory’s legacy to continue.

Many members of the Bonafiglia family play an inte-gral role in the overall success of the current operation.Since purchasing BonaDent from his father in 1986,Bruce has served as President and CEO. Angelo Bonafiglia,though officially retired 23 years ago, is still passionateabout his legacy and craft. He splits his time at the benchbetween the Upstate New York lab and the BonaDent facil-ity in Melbourne, Florida, operated by Bruce’s sister, Andrea.Daniele Bonafiglia Wirth, Bruce’s oldest daughter, serves asCFO of his companies. Daughter, Erin Bonafiglia is herselfan accomplished technician and focuses her time on trainingher fellow technicians. The fifth Bonafiglia generation, grand-children Ella and Harrison, are down the hall in BonaDent’son-site daycare, patiently awaiting their turn.

Today the family’s laboratories have grown to more than 225employees, a far cry from the original two-room lab. Within thenew 40,000 square foot flagship facility in Seneca Falls, NY,

employees enjoy amenities including a Cybex fitness center, full service café, laundryfacilities, hair salon and an on-site day care center. Personal conveniences are not theonly benefits offered at BonaDent. Most importantly, an 84-seat auditorium and state-of-the-art hands-on training center equipped with four operatories and 12 dental sim-ulators presents their technicians outstanding opportunities to train with world-classleaders in the industry such as Thomas Trinkner, Willi Gellar, Bill Blatchford and JohnKanca, just to name a few.

This unique facility helps BonaDent attract and retain some of the best techni-cians and dental professionals in the country. “As dentists from across the countryvisit and train in our lab, and work alongside our team, they come to understand why

The American

dream has

evolved

over time.

Technicians and dentistsroutinely train with top clinicians in

BonaDent’s state-of-the-art 84 seat auditorium.

in today’s world someone would provide amenities like ours,”says Bonafiglia.

When BonaDent was planning its new building, Brucefound it difficult convincing family members and his manage-ment team of why it was so important to devote such a largeamount of the new lab space to education and hands-on train-ing rather than laboratory production. It was a major commit-ment, but rather than sending just one or two technicians at atime to valuable training courses halfway across the country orfarther, BonaDent routinely brings in top clinicians to teach alarge group of its staff, which saves both time and money.BonaDent’s technicians learn from the best at a fraction of thecost. The concept of dentists and technicians learning togetherhas helped his technicians understand the challenges that den-tists face. Bonafiglia claims, “Two-year technical schools are anice start but they can’t begin to compare to the continuing edu-cation opportunities that BonaDent andDanaren employees receive.”

It is his commitment to and deep-rootedrespect for technicians that continues to driveBonafiglia’s business model – something thatwas influenced by an invitation to visit acompetitor’s laboratory in the early 1980s.There, he was offered an opportunity to part-ner with that lab owner to outsource crownsto the Philippines, which at the time wasgaining popularity.

Bruce reflects, “I remember leaving thatmeeting a bit scared and intimidated at the thought of whatoutsourcing could do to our small lab. This competitor’s labwas bigger and newer; he even had tufted leather chairs and afireplace in his office!” Admittedly a bit impressed and whilealso presuming that this could be a monetarily successful ven-ture, he immediately thought of his friends and family whowere back at the lab, working hard to follow their ownAmerican dream. It was during his return to BonaDent thathe decided to take a stand and do everything within his powerto show loyalty back to the U.S. technicians who had faith-fully supported him and his father. It is this strong desire tosupport the American workforce that prompted Bonafiglia tocreate Danaren Dental Laboratory, a separate lab facility onthe BonaDent campus. Danaren combines lean manufactur-ing, CAD/CAM equipment and an assembly line process tocreate restorations that are not only consistent and beautifulbut affordable as well. Named after his daughters, Daniele andErin, Bonafiglia believes Danaren can substantially increasedentists’ income without outsourcing to offshore labs.Combined, both full-service laboratories are capable of satis-fying any need a dentist might have, from traditional cases tofull-mouth reconstructions.

“It is not financially necessary for labs to use offshore facil-ities, like those located in the Philippines and China, in orderto provide low-cost restorations. I believe outsourcing to off-shore facilities hurts all of us by undermining the Americanlabor force and therefore jeopardizing our nation’s economy,”Bonafiglia says.

He disagrees with the claim that there are not enough tech-nicians here in the U.S. to adequately serve the demand, as he’sbeen busy interviewing technicians from across the countrywhose jobs have either been reduced in hours or eliminatedcompletely. It’s been reported that over the last five years thou-sands of U.S. labs have closed their doors. “In the last few yearswe have provided opportunities for some small lab owners whohave expressed that between offshore competition, in officeCAD/CAM technology, and the high cost of continuing educa-tion and benefits, it’s just too difficult to keep their labs open.There are plenty of talented U.S. technicians out there. I lovethat we can offer fellow technicians an opportunity to continueto flourish in their field.”

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Left: BonaDent and Danaren’s on-site day care facility is fully licensedand directly down the hall from itstechnical areas providing convenientand highly qualified care to the chil-dren of its parent-employees.

Right: BonaDent’s team approachassures dentists they will work with thesame technician on every case.

Very few small lab owners can afford the technology andhigh-end education opportunities that BonaDent and Danarenroutinely offer to their staff and customers.

In the future BonaDent and Danaren plan on continuing toinvest heavily in the advancing technologies as they becomeavailable to help control costs and improve consistency.“Although these new technologies have a steep entry level price,in our 60 years of being in the lab business we certainly have seenthe benefits of what new technologies have brought to our indus-try and we have adjusted accordingly. For instance, our PFMcrown waxers have been retrained and moved into diagnostic andimplant waxing.” A large percentage of BonaDent and Danaren’sPFM substructures are produced by rapid prototyping technol-ogy. They are a certified 3M Lava COS and milling center as wellas iTero and Sirona inLab. “I think that all patients deserveaffordable treatment and these new technologies have helped uskeep restoration costs under control while improving consis-tency. In our labs, technology improvements mean technicianadvancement, not elimination” says Bonafiglia.

BonaDent and Danaren Laboratories,each with unique roles in the dentalindustry, are designed to compliment oneanother. BonaDent’s highly trained tech-nicians are more skilled and well-rounded. Bonafiglia says, “Whenchoosing BonaDent a dentist typicallyexpects more comprehensive treatmentplanning and prefers a higher level of labcommunication and collaboration.

When choosing Danaren the expecta-tion is strictly for a lower price, consistent,quality product.” In order to meet thisdemand for a lower price Danaren utilizes

lean manufacturing and assembly line efficiency. Danaren’s tech-nicians focus on just one or two specific functions enablingthem to become experts in that particular part of the process.

Danaren’s most commonly fabricated restorations, whichinclude single unit PFMs and small span bridges, start at $80a unit with payment incentives. This price point, coupledwith Danaren’s rapid turnaround times and direct communi-cation, allows Danaren to compete against offshore labs. Inaddition Danaren provides doctors with the confidence thatthey are partnering with 60 years of laboratory experience inorder to provide their patients with American-made, FDA-approved products.

Not only has Danaren become an alternative to outsourcingwhile creating American jobs, it also gives doctors a choice whenpresented with a patient whose care is regimented by insurancecompanies. In the end, it is the shared responsibility of dentistsand their laboratories to ensure each patient receives qualitydental care. Bonafiglia states, “I don’t quite understand why adoctor would take the risk to send a patient’s case overseas tosave $10 or $20. Let’s face it, when laboratories outsource theirwork this creates opportunities for only one person, the labowner.” BonaDent and Danaren on the other hand, have cre-ated opportunities not only for the Bonafiglia family, but fortheir employees and the surrounding communities as well.With the goal of keeping the American dream alive, Bonafiglia’slaboratories have created and maintained American jobs, keptpatient’s restorations in the United States, while at the same timekeeping dollars circulating in our nation’s economy. A win forthe entire dental industry.

Is the American dream alive and well? It depends on whoyou ask. Ask one of the millions of workers across the nationwho recently lost their job partially due to outsourcing, andyou’ll get a resounding “no.” Ask a technician you pass in thehallway of this family-oriented dental laboratory located inSmall Town USA, and chances are, you’ll get a resounding,“Yes!” �

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Left: The assembly line processes atDanaren provide dentists with consis-tent results at competitive prices.

Middle: BonaDent technicians’ focusand attention to detail goes into everyrestoration created at the facility.

Right: It’s a family-thing atBonaDent and Danaren. Picturedare Daniele Bonafiglia-Wirth, VPof Finance (left), Bruce Bonafiglia,President, and Erin Bonafiglia,Ceramics Manager (right).