BIOLASE Names Medical Device Marketing Veteran Orlando Rodrigues as Vice President, Marketing
July 23 2013 - 9:00AM
Marketwired
BIOLASE, Inc. (NASDAQ: BIOL), the world's leading manufacturer and
distributor of dental lasers and a pioneer in laser surgery in
other medical specialties, announced today that medical device
marketing executive and eye care, medical laser, and post-surgical
anesthesia industry veteran Orlando P. Rodrigues has been named
Vice President, Marketing. Mr. Rodrigues will report to President
and Chief Operating Officer Alexander K. Arrow, M.D.
Mr. Rodrigues, 51, was Vice President of Marketing for I-Flow
Corporation from 2002-2010, during which time I-Flow revenues grew
from $25 million to $140 million. Mr. Rodrigues created brand
awareness and guerrilla marketing campaigns that motivated surgeons
and anesthesiologists to adopt I-Flow's ON-Q post-surgical pain
control product as the standard of care, and persuaded several
hospitals and surgery centers to spend their own marketing funds on
co-op ads to attract patients by showing that they offered I-Flow's
products at their facility. By the time I-Flow was acquired by
Kimberly Clark (NYSE: KMB) in November 2009 for $325 million, it
had a sales force of some 300 people in 170 sales territories.
From 2000 to 2001, Mr. Rodrigues was VP of Marketing for Laser
Diagnostic Technologies, Inc., a laser medical device company
serving ophthalmologists and optometrists in single office and
chain settings, a role that including marketing financing to
office-based clinicians. "I'm excited to join BIOLASE®, a company
where dental and numerous non-dental market opportunities make it
ideal to apply marketing practices that have been proven successful
at linking disruptive platform technologies with practitioners who
need them," said Mr. Rodrigues. "BIOLASE has fantastic dental
products with significant benefits that have been under-marketed. I
will work hard to see that our customers, prospective customers,
and patients will enjoy a better surgical experience. Plus, we will
add new campaigns to drive interest and demand in multiple
non-dental markets."
Rodrigues began his career at Allergan, Inc. in 1983 and rose to
the position of Director of Strategic Marketing. After a decade at
Allergan, Rodrigues worked for the consumer-oriented Vision Care
Division of Alcon Laboratories, Inc. as Group Product Director and
eventually Director of Marketing. He then held the roles of VP,
Marketing and VP, Consumer Development Division, at Sonic
Innovations, Inc. (NASDAQ: SNCI).
Federico Pignatelli, Chairman and Chief Executive Officer, said,
"I am pleased to have the talented and energetic Mr. Rodrigues take
on the role of Vice President, Marketing. For the first time in
five years, BIOLASE has separated the departments of Sales and
Marketing - which is consistent with medical technology best
practices for optimizing both departments. Our upcoming non-dental
launches and our core dental business growth opportunities make
this the right time to expand and deepen our management structure
in this way."
"Our goal was to fill this position with someone who knows how
to create marketing campaigns that persuade clinicians to get
involved in marketing a company's product," said Alexander Arrow,
MD, President and Chief Operating Officer. "The right person would
also have worked with a product that required clinicians to change
their habits to use it, and have also led marketing for a company
whose product was capital equipment, preferably involving lasers.
Orlando meets both those criteria, plus he is a known quantity to
me because I have followed his work for eleven years. I always
thought that if I ever had the opportunity to hire Orlando to head
marketing in a company, I would do it."
About BIOLASE, Inc. BIOLASE, Inc. is a biomedical company that
develops, manufactures, and markets innovative lasers in dentistry
and medicine and also markets and distributes high-end 2D and 3D
digital imaging equipment and CAD/CAM intraoral scanners; products
that are focused on technologies that advance the practice of
dentistry and medicine. The Company's proprietary laser products
incorporate over 350 patented and patent-pending technologies
designed to provide biologically clinically superior performance
with less pain and faster recovery times. Its imaginative products
provide cutting-edge technology at competitive prices to deliver
the best results for dentists and patients. BIOLASE's principal
products are revolutionary dental laser systems that perform a
broad range of dental procedures, including cosmetic and complex
surgical applications, and a full line of dental imaging equipment.
BIOLASE has sold more than 22,500 lasers. Other laser products
under development address ophthalmology and other medical and
consumer markets.
For updates and information on WaterLase® and laser dentistry,
find BIOLASE online at www.biolase.com, Facebook at
www.facebook.com/biolaseinc, Twitter at www.twitter.com/biolaseinc,
Pinterest at www.pinterest.com/biolase, LinkedIn at
www.linkedin.com/company/biolase, Instagram at
www.instagram.com/biolaseinc and YouTube at
www.youtube.com/biolasevideos.
BIOLASE® and WaterLase® are registered trademarks of BIOLASE,
Inc.
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For further information, please contact: Michael Porter Porter,
LeVay & Rose, Inc. 212-564-4700
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