Although most of us shy away from thinking about the dentist, for one Gloucestershire manufacturer focussing on teeth has seen it claim a world, market-leading position. And, what’s more, this Quedgeley-based business has achieved notable success through international trade, making it one of the region’s largest exporters today.
Prima Dental Group designs and engineers precision dental instruments and products for growing healthcare and cosmetic markets around the world. It is the world’s largest dental bur (drill) manufacturer, exporting to more than 90 countries, with two joint ventures (in Brazil and Hong Kong) and two subsidiaries (in China and India).
Although the business is a long-established UK market leader, and enjoys significant NHS contracts and benefits from its preferred supplier status with large British healthcare providers, limited opportunities with the UK domestic market has placed a fi rm focus on export. Today, more than 90% of Prima Dental’s £40m turnover is generated from international trade, and this is expected to increase to more than £50m by the end of 2025.
The company also pioneered private label or OEM (original equipment manufacturer) in dental burs and is now the world’s largest supplier of OEM in its sector. This has enabled Prima Dental to achieve significant growth through wholesale and retail trade by supplying products under major retailer labels, while still achieving notable recognition with its own branded products. This category now represents 40% market share in the USA – the company’s largest market.
The organisation’s success in export can be attributed to its ability to detect, understand and segment different markets. Detailed market research, together with insight from localised sales teams helps identify new markets and opportunities, while the business’s agile response means it can adapt its product ranges to reflect the specific and particular preferences of each territory.
It’s thanks to this insight that Prima Dental has entered into six new markets in the last three years. In 2016 the business launched its successful joint venture, Angelus Prima Dental in Brazil – the fi rst manufacturer of dental burs in South America. This division has spearheaded growth through the Latin markets, opening new opportunities in Colombia, Chile, Peru and Costa Rica.
Through its subsidiary Wave Dental, Prima Dental has been able to extend into new markets in Indonesia and the Philippines. Exclusive supply from local manufacturers enables the company’s dedicated sales expertise to open and expand new markets such as these, off ering a value, quality product.
Innovation runs through the core of all that Prima Dental does – and the business is leading exciting new technologies thanks to its own dedicated research and innovations department.
Here, the team continually explores new product ranges, which has included the launch of its dynamic digital division, Prima Digital. This has supported the company’s vision for success, alongside actionable change for dentists around the world. This has been recognised with a SMART grant award, from Innovate UK, to develop a game changing new dental product in conjunction with King’s College London. While further recognition was achieved this year when the company was allowed patents in the UK and USA for its unique milling tools used for dental restorations.
Prima Dental is uniquely placed to capitalise on growing world demand for precision dental products from the increasing and ageing global population. The rise in middle classes in developing countries like India, Brazil and China also supports this demand. These developing markets are becoming more affluent with more money to spend on medical and dental health, which in turn is leading to an increase in the number of dental professionals and cosmetic practitioners. As a market leader, Prima Dental is uniquely positioned to capitalise on this global growth.
As the organisation looks ahead to the future, it stays true to its mission – the pursuit of better – with a strategy that focusses on just that.
This includes developing its business in Brazil, India and China to service demand at a regional level with business structures and strategies appropriate to the markets they serve. This approach enables Prima Dental to manufacture and supply high-quality products at a price point that would have historically only given clinicians access to low-quality products.
And, it’s this work that helps support the company’s aim to improve accessibility and affordability of dental products in developing markets. This ultimately is about ensuring better dental care for patients worldwide. Now, there’s something we can all smile about.
To find out more visit the website www.primadental.com
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