J. MORITA CORP.: Mr. Haruo Morita

MORITA is one of the most important manufacturers of medical and dental products in the world. They are a leading supplier in the fi elds of X-ray diagnostics and endodontics, and their product portfolio covers the entire spectrum of dentistry – from imaging systems and cone-beam computed tomography to treatment units, laser equipment and turbines to endodontic measuring and preparation systems.

From the start, MORITA has followed the guidelines defi ned by the company’s founder, Mr. Junichi Morita, in 1916: delivers the highest possible precision and quality product and always maintains fair business relationships with customers. Although the company is now being managed by the third generation, this philosophy still defi nes all aspects of their entrepreneurial eff orts and, hence, forms the basis of numerous ground-breaking innovations.

Recently, Dental Asia was fortunate enough to talk to Mr. Haruo Morita, President of J. MORITA CORP., to know more about the company’s marketing strategies, their view on dental education, overcoming challenges, their innovative products and future plans.

Mr. Haruo Morita, President of J. MORITA CORP.

Continuously Valuing Education and Focusing on Safety

By Dr. Chala R. Platon

Headquarter offi ce of J. MORITA CORP. in Osaka, Japan.

A family-owned and familymanaged enterprise As a family-managed company headed by Mr. Haruo Morita, they consistently work together with dentists and physicians when they are developing new products. The goal of this active cooperation is to continuously refi ne ne their knowledge of clinical processes and, and, accordingly, their customers’ needs.

According to Mr. Morita, 90% of domestic markets in stic markets in Japan are family-owned. “I consider our overseas business small but always growing. However, in our domestic market as a familyowned company we have a good reputation – an important aspect in the Japanese dental industry. We value and protect our history while challenging new things. We have a wide range of products spanning generations and that makes us a lasting company.”

Focus on marketing strategies Mr. Morita revealed that his electrical engineering background gave him a strong interest in manufacturing which is benefi cial in his present role as president of J. MORITA CORP. today. He also added that he encourages his employees not only to follow him but to think for themselves and be creative in terms of marketing strategies.

“We’ve noticed that the domestic market has been growing for the past 60-70 years. Recently, it has been very stable and we are continuously growing steadily without much eff ort. However, recently, our employees do not have enough experience in marketing and we’ve decided to focus on this because we are trying to become a marketing-oriented company in order to also be a strong sales company. As a result, we promote and sell our products but at the same time we are also pushing our business practices to our users to provide them with more benefi ts.”

Value education and safety Mr. Morita highlighted that dental education is one of Morita’s strengths. He narrated that in 1963, the company introduced the concept of human ergonomics in dentistry with their fi rst Spaceline treatment unit. Since then, the Morita Corporation has been an education company that innovates and surprises users with quality products that help contribute to the development of the dental industry. They provide continuous education for their customers to ensure they can get the most value out of their purchases.

“We have very strong ties to the Japanese dental schools, not only with regard to education but on with research and development w brought about by our background b and history as inventors of human a ergonomics in dentistry – patients e lying down and dentists sitting during ly dental treatments. Presently, in Japan, de most of the schools/universities utilise mo our educational systems. We’ve always our believed that education is transformative and believed at the IDS 2017 and 2019, we showcased our at the IDS latest education innovation that makes use of virtual latest education reality and augmented reality. We call it mixed reality and we hope we were able to make a lasting impression with everyone who saw it,” shared Mr. Morita.

He further discussed that before the Spaceline era, patients sat on the chair and dentist stood up similar to using barber chairs which was harmful to the practitioners due to the stress on the spine and neck which may result in backaches, neck aches or nearsightedness.

“Currently, most dentists are aware that bad posture can result in illnesses and the close proximity of dental practitioners to the oral cavity can easily transfer viruses or bacteria. MORITA prioritises safety above all - safety for patients and safety for dental practitioners. We always keep in mind the dental practice environment and how to keep it clean and safe.”

Continuing dental education workshop and symposium As Mr. Morita previously explained, MORITA values education and the company recently sponsored the Continuing Education Workshop and Symposium in Hong Kong themed: “3D & beyond - Diagnostic imaging in the oral and maxillofacial region - an update on current hot topics and controversies”

The event was organised by Prof. Dr. Michael Bornstein from the Faculty of Dentistry at the University of Hong Kong (HKU) and was held on 1st and 2nd of June 2019. World-class speakers such as Professor Reinhilde Jacobs from KU Leuven in Belgium, Professor Gang Li from Peking University in China, and Dr. Alex Chen from Taipei were invited as lecturers to present their experiences and cutting-edge scientifi c fi ndings on diagnostic imaging in 2D & 3D, novel low-dose protocols, and also TMJ diagnostics using advanced imaging modalities including MRT.

Around 50 participants enjoyed the two-day workshop and symposium that provided informative presentations and interactive discussions on current developments and hot topics

Soaric

in diagnostic imaging in the achieved a confi dent leading position based on cranio-facial region. Also, staff their superior, reliable and highly effi cient products, from the Faculty of Dentistry at services and solutions. Recently, MORITA has been HKU - Dr. Andy Wai Kan Yeung recognised and garnered the following awards: and Dr. Ray Tanaka - presented iF DESIGN AWARD and Red Dot Design Award. their current research on the social well-being. As previously mentioned, MORITA started to comfortable for the doctors and patients. The explained Mr. Morita. management of motion artefacts Each year, International Forum (iF) Design GmbH in CBCT imaging, and the use of organises one of the world’s most celebrated and ultrasound in the oral region. valued design competitions: the iF DESIGN AWARD. Recognised as a symbol of design excellence around Furthermore, MORITA is also the world, the iF DESIGN AWARD welcomes over supporting the United Nations 5,000 submissions from 70 countries every year. Sustainable Development Goals MORITA received a total of three iF DESIGN AWARDS: (SDGs). From the past, MORITA • 2012 iF Gold Award for Soaric treatment unit has developed a lot of innovative • 2017 iF Gold Award for Veraview X800 - The products which can contribute new top class of combination system for both 2D to human health and is always and 3D images Outstanding image quality. For seeking ways to share these innovations with the world. reliable diagnoses and successful treatments even in the most MORITA’s motivational concern always was and is to spearhead • 2018 iF Gold Award for Spaceline EX treatment unit. pioneer ergonomic dental treatment in 1963 with the Spaceline “With exception of Apple, Cupertino and Cal. U.S.A., MORITA is the treatment unit with the dentists be seated and the patients in a only company who in a period of six years has been awarded three horizontal comfortable position. MORITA’s promotion of that times with the iF Gold Award. This is proof that we are leaders and concept pioneered the horizontal ergonomic not merely trendsetters in treatment positioning that is now considered the internationally recognised standard method all over the world. The concept Signo T500 dental equipment product makes extended chair-side treatments far more design,” he said. results are higher treatment accuracy and On the other hand, Red Dot satisfaction. This concept to reduce and avoid stands for belonging to the physical stress for practitioners and the practice best in design and business. team is one of MORITA’s key contributions for a Our international design sustainable, livable society and underlying the competition, the “Red Dot vitality of the industry. Design Award”, is aimed “The globally sustainability challenge now is like to distinguish their what can MORITA generate and how can it business activities through continue to contribute to the United Nations design. The distinction is established SDGs for a livable future as it based on the principle of has done in the past. We are rethinking and selection and presentation. improving our own mindsets and principals Excellent design is selected to continue creating high quality products while being mindful of by competent expert juries in the areas of product design, energy saving and our ecological footprint as our starting point,” communication design, and design concepts. complex oral rehabilitation cases at all those who would “Recently, MORITA received the Red Dot Award for our Recognition through awards Signo T500 treatment unit. The Signo T500 was developed MORITA has gained respect around the world and off ers solutions in collaboration with product designers of the renowned to maintain, improve or reinstate quality of life. MORITA has Studio F.A. Porsche. It is a real statement of design and reliability.”

Aside from receiving all these awards, MORITA is well-known as a leading supplier in the fi elds of x-ray diagnostics and endodontics. However, the company’s product portfolio covers the entire spectrum of dentistry such as handpieces, laser equipment and apex locators and includes products for the medical industry as well.

TwinPower ultra handpiece: a combination of form and function MORITA’s TwinPower turbines ergonomically combine form and function. The hallmarks of this TwinPower turbine generation are their innovative technology with the unique double impeller, and their outstanding practicality and user friendliness, thanks to their minimal size and weight. TwinPower turbines allow for silky smooth and rapid procedures, for practitioners and patients. TwinPower turbines off er excellent cutting ability with smooth, chatter-free revolutions. A compact head design allows for exceptional posterior access and off ers improved views with a mirror or microscope. Although they are ‘mini’ handpieces, clinician reviews have noted this series is powerful enough for everyday tooth preparation. This product line includes the new UltraM and UltraE. The UltraM is the smaller of the two with a head height of just 10.6 mm and 18 watts of power. Its unique head design accepts standard burs up to 20 mm in length. The slightly larger UltraE is 12.7 mm tall and off ers 20 watts of power with standard burs.

“All our TwinPower turbine handpieces come equipped with our innovative zero drawback/suck back technology. During procedures, blood and bacteria can possibly be drawn back inside the handpiece but our TwinPower has a special function that prevents this. The mini handpiece, despite its smaller head, is still powerful. Its dual impeller is unique and no other manufacturer off ers this feature. Lastly, it has a quick stop brake which is very safe and it runs without any noisy sounds due to its 32 blades producing less high-pitched sound frequencies,” explained Mr. Morita.

Erwin AdvErL Evo Er: YAG laser: state-of-the-art laser technology Moving on to lasers, MORITA off ers the Erwin AdvErL Evo Er:YAG laser, a highly sophisticated system which supports the treatment effi ciency of oral etiologies with a wide variety of successful treatments. From periodontics, through implantology to periimplantitis and endodontics – Er:YAG lasers represent state-ofthe-art laser technology. The outstanding features of the Er:YAG laser are: it minimises heat stress, creates no carbonisation, (which is toxic), and promotes bleeding which is benefi cial to the healing process. The MORITA Er:YAG laser has the backing of and is used by world renown periodontist Professor Dr. Anton Sculean, University zmk Bern, Switzerland. “Our laser is the tool of choice for treatments like peri-implantitis because our Er:YAG laser aff ects only water which make up the majority of our biological structures. When used on soft tissues and bacteria, it obliterates them with what we call micro-explosions. It is specifi cally useful for peri-implantitis because it doesn’t damage the surface of the implant abutment fi xture and it is easy to remove the granulated tissue around the fi xture, allowing it be removed safely and reused,” he added.

Tri Auto ZX2: unique, compact and innovative The popularity of apex locators is undeniable in dentistry brought about by its convenience and safety for dental practitioners and patients. MORITA was the fi rst to introduce a reliable apex locator. MORITA holds more patents for endodontic treatment than any other company.

Tri Auto ZX2

Erwin AdvErL Evo Er: YAG laser

The Tri Auto ZX2 is a new compact, cordless motor with a built-in Overall, the Veraview X800 sets a new and unique standard: apex locator. Tri Auto ZX2 may be used for achieving apical patency “Total Performance Imaging”. It is the combination system of and creating a glide path with the new Optimum Glide Path (OGP) choice for a sustainable increase in diagnostic competence, function. Responsive, the handpiece allows subtle and delicate diagnostic reliability, and treatment success in the dental practice. manipulation of the fi le, facilitating faster and safer treatment in even diffi cult cases involving constricted or extremely curved “We are the inventor of the dental CBCT and after that we canals. Proven OTR technology also helps to reduce the possibility introduced combination models that take both 2D and 3D images. of fi le jamming, breakage, and ledge formation. Depending on the Our CBCT is popular because we provide high quality images fi le load, the motor alternates between forward and reverse rotation with low dose exposures. We’ve always focused on safety. As an incrementally until the torsion is released and then resumes in the x-ray manufacturer, we’ve been trying to minimise x-ray dosage cutting direction. for patients while also improving image quality “The apex locators manufactured have a strong advantage because we have the by MORITA enjoy an outstanding experience and knowledge and we are very reputation worldwide. It can selective when it comes to quality and raw make 100 degrees rotation materials,” he continued. and if it gets stuck it goes back 100 degrees to prevent Opportunities for growth in Asia fracture. This makes it very safe For more than 50 years, Morita has been active for dentists to avoid creating throughout Asia outside of Japan. The company ledges or steps during root has been exporting their dental equipment and canal preparation. But there dental chairs for generations and they have is more to come. MORITA also witnessed many changes throughout Asia in off ers a comprehensive range of ultra precise systems designed Veraview X800 that time. MORITA’s Japanese market is very strong and the company is looking forward to to support endodontists being more present overseas. throughout their preparation of every type of root canal.” According to Mr. Morita, the strongest markets in Asia for the company, Veraview X800: total performance imaging Furthermore, MORITA’s Veraview X800 is considered as the gold standard in CBCT imaging. With the Veraview X800, MORITA has redefi ned top-class X-ray combination systems. Outstanding image New Zealand and Australia. Hence, they have subsidiary companies such as Siamdent Co. Ltd. in Thailand which is now the biggest dental chair unit manufacturer in the country (Thailand). Siamdent quality for panoramic, 3D, and cephalometric images ensures is a good example of a MORITA subsidiary company that is able to a precise and reliable diagnosis even in the most demanding reach and provide to for the local region. cases. The extremely high resolution of more than 2.5 LP/mm at 10% MTF and a voxel size of 80 μm show even the smallest details. He further revealed that they wish to be a stronger presence in In addition, a wide range of innovative functions, e.g. to avoid the region and see great opportunities for growth in Indonesia, artifacts or for automatic image optimisation (based on real data), Singapore, Hong Kong, India and Malaysia. provide the greatest possible reliability in treatment planning. for the dentist to maximise diagnostics. We at present, are Indonesia, Thailand, Vietnam, Taiwan, Japan, Korea, “We believe that the need for quality dental care is increasing and Veraview X800 also sets new standards with respect to the ALARA we think there is potential for us to market and focus on human “As Low As Reasonably Achievable” principle. Related features dental ergonomics. We also want to contribute to education in all include 11 exposure fi elds, automatic “Dose Reduction Function,” countries. We plan to be more aggressive and to introduce new and the child setting. These features help to achieve the lowest innovations in the future. We hope to bring advance technologies to radiation dose possible while maintaining exceptional image newly developing countries. We don’t just want to sell products, we quality. Another unrivaled feature is the design and operational want to provide solutions, systemic approaches and better workfl ow functionality of the Veraview X800, for which it received the for dental practitioners and patients through continuously valuing iF Gold Award. education and focusing on safety,” highlighted Mr. Morita. DA