FOR INTERNAL REFERENCE ONLY

Day 2 Morning Huddle

FOR INTERNAL REFERENCE ONLY

Schedule review

• Reflect on yesterday • Wednesday overview

FOR INTERNAL REFERENCE ONLY

Success Forum

FOR INTERNAL REFERENCE ONLY

SUCCESS FORUM

Gina Simicic Chris Kucharik Amy Gesell

“Our representative (Amy) has created a culture of comfort within our referral community by being present to educate and inform them about how the new system can enhance efficiency when

restoring implants." Associate Oral Surgeon at Centrasota Oral & Max Surgeons, St Cloud MN

Gina radiates passion and enthusiasm for her profession… Most importantly, Gina has the best interest of patients and their quality of life at heart. This quality ultimately allows her to seamlessly provide outstanding support and promotion to the doctors fortunate to work with her. Regards, Dr. Oliver C. Pin-Harry, D.D.S., M.S., Cert. Prostho, F.R.C.D.(C) BURLINGTON PROSTHODONTICS Certified Specialists - Implant, Esthetic & Reconstructive Dentistry

"I am grateful for the OUTSTANDING service that Chris provides my my practice and my referrals - he is excellent at assisting and teaching them about implant dentistry. I would not be able to do what I do without him. I did not get a rep over the last year - more importantly - I got a friendship! A true friend that stands with me! You rock Chris!“ Dr Mauricio Hervas- Prosthodontist in Plantation, FL

FOR INTERNAL REFERENCE ONLY

FOR INTERNAL REFERENCE ONLY

THANK YOU!

Gina Simicic Chris Kucharik Amy Gesell

FOR INTERNAL REFERENCE ONLY

Success: by coincidence or design

• Perspective is fundamental to success – Henry Ford: I will put a car in every driveway – Kennedy: We will put a man on the moon

• Takes Determination – Climbing Mount Everest – Tour de France

• Clearly defined Goal – We do those things that we set our minds to FOR INTERNAL REFERENCE ONLY

FOR INTERNAL REFERENCE ONLY

What is my goal

• Goals card – Define your goal for 2016 – Identify how you will get there

• Where do you see yourself at the end of 2016!

FOR INTERNAL REFERENCE ONLY

2016 North American Sales Strategy Brian Bashaw

FOR INTERNAL REFERENCE ONLY

2016 Implant Strategy Brian Bashaw Matt Gassel Marla Lynch

FOR INTERNAL REFERENCE ONLY

Strategy 2016 Strategy for the DENTSPLY Implants NAm Market Company:

– Elevate our Team: by providing tools, training and knowledge to be best in class

– Customers: by providing education programs leveraging our product portfolio and growing practices to deliver exceptional patient care

– Execution throughout DI NAm to be Best In Class

To Elevate our results by growing above the market rate of growth! FOR INTERNAL REFERENCE ONLY

SOAR strength-based strategy

• Over 40 participants • Represented multiple departments • Focused on strategic areas for success • Ongoing process

– Will engage many team members FOR INTERNAL REFERENCE ONLY

2016 Aspiration

• “To be the LEADER through INNOVATION and TEAMWORK in order to MAKE A DIFFERENCE in the QUALITY OF LIFE for PATIENTS, CUSTOMERS and OURSELVES.”

FOR INTERNAL REFERENCE ONLY

Strategy and Team focus

• To lead the implant market through: ‒ Providing customer focused solutions ‒ Exceptional customer experiences ‒ Growth and Development of our team ‒ Aligned execution within the entire NAm commercial

organization FOR INTERNAL REFERENCE ONLY

Strategy We will lead by exceeding the market rate of growth!

– Fast Start objective • Accelerate sales and exceed 105% of forecast Q1,Q2

– Increase Implant Unit Sales • EV and Profile EV focus

– Penetrate GET Customers gaining market share – Leverage Indication Specific solutions to increase case acceptance – Capture greater interface share of CAD/CAM (DIS) solutions – Leverage SIMPLANT and SYMBIOS to expand scope of therapy – Provide SMART CE and Education program

• (Specific, Measurable, Attainable, Relevant, Timely)

FOR INTERNAL REFERENCE ONLY

Fundamentals drive results

• Lombardi quote

FOR INTERNAL REFERENCE ONLY

Our Fundamentals

• KPI’s – >50 account – >30 Red Flag account – Key GET’s (5 active/DM) – CE/Education (1/month)

• GET, GROW, KEEP – Defined strategies for each

FOR INTERNAL REFERENCE ONLY

Implant System Positioning • ASTRA TECH Implant System EV Flagship Implant

– Comprehensive “next generation” implant system – Strong market presence and market awareness – Primary implant system growth driver – GET and GROW – Stronger competitive positioning for KEEP

• ANKYLOS – KEEP and GROW existing customers – Anterior papilla maintenance, One abutment-One time, SmartFix, SynCone

• XiVE – KEEP and GROW existing customers – focused on >50 Implants & >30 Red Flag

customers – Reacting to high volume, lower price opportunities in the flat-to-flat segment of the

premium market (e.g. BioHorizons and Zimmer/Biomet customers) – Leverage key differentiating features in the flat to flat category, SmartFix

FOR INTERNAL REFERENCE ONLY

Clinical sales focus: non-implant portfolio • Improved soft tissue and socket grafting Implants Plus 1

– SYMBIOS – 2nd priority on surgical customer calls • PerioDerm for soft-tissue grafting • MCP/new particle size for socket grafting

• Improved restorative solutions – ATLANTIS – primary focus on restorative calls, gain more prescriptions

• Abutment system of choice (includes Conus) • ATLANTIS ISUS for bar and framework solutions

– 25 Laboratory Channel DM’s pull it through the labs

• Improved treatment planning and surgical efficiency – SIMPLANT – Provide digital planning leads to Specialists and drive guide sales – 9 SIMPLANT Account Specialists to drive software and guide business

FOR INTERNAL REFERENCE ONLY

2016 Opportunities

Improved treatment for implant patients • Leverage market-altering solution

– Profile EV • All indications where ridge contour is angled • The ONLY product of it’s kind • This is a disruptive technology

– ATLANTIS Conus and ATLANTIS ISUS • Requires marketing/education/sales focus • Push/Pull - labs and surgeons for education

– SmartFix and SynCone (ANKYLOS & XiVE) leading edentulous solutions

FOR INTERNAL REFERENCE ONLY

Clinical Sales Focus – GET, GROW, KEEP

• Proactive – GROW and KEEP - Monthly sales call with growth strategy

• DENTSPLY Implants +50 implant customers (1,214/147 DM’s = 8/DM) • DENTSPLY Implants +30 implant red flag accounts (589/147 = 4/DM)

– 5 Key GET accounts – 20/80 prospects (147 DM’s x 5 = 735)

• Active – Support other customers as needed – Respond to opportunities quickly

FOR INTERNAL REFERENCE ONLY

Implant—GETS

In process (12-18)

Qualified prospects (20-30)

20/80 prospects (100+ imp/yr) who will pay for high quality premium products

Minimum 4 new conversions/year

Responsive to non 20/80

GET accounts

5 key GET

focus

FOR INTERNAL REFERENCE ONLY

Customer Training and Education

• VIP Events • Small Group programs • Large CE Events • Mini Residencies • Study Clubs • Trade Shows FOR INTERNAL REFERENCE ONLY

Follow Up is Key To Success

• Use Effective Campaigns – Establish Network in SFDC

• Post Program: Execute multi-contact follow up – Phone Call – Office Visit – Thank you letter – Informational piece

• E-mail • Snail Mail

FOR INTERNAL REFERENCE ONLY

Follow Up is Key To Success

• Leverage Established Network in SFDC – Evaluate product use impact – Continue to define referral network pattern – Identify opportunities to expand

• Therapy • Product or portfolio

• Does this referral fit other networks? – ATLANTIS opportunity – Interested in x,y,z?

FOR INTERNAL REFERENCE ONLY

2016 Aspiration

• “To be the LEADER through INNOVATION and TEAMWORK in order to MAKE A DIFFERENCE in the QUALITY OF LIFE for PATIENTS, CUSTOMERS and OURSELVES.”

FOR INTERNAL REFERENCE ONLY

A team with a bigger vision

• Additive strategies to augment effort – Product – Education – Team Development

FOR INTERNAL REFERENCE ONLY

Educational Outreach - Comprehensive CE offering - Collaborative / external ed comp. - KOL enrollment & development - Partnerships (dentsply / others) - 3rd party CE partner - DI comprehensive roadshow - Patient public awareness - Dentsply training center - Training Center

Customer Experience - Electronic form process (warranty) - Auto ordering - Order tracking (automation) - Regional product distribution - Loyalty program x 4 - Delight customer entire experience

exceptional - World class customer experience - Optimized Sales structure / deployment

Inside Sales - Inside Sales reps - Leverage Customer service - Inside sales team (outbound, leads and

tech) - Inside sales team x 2 - Inside sales team rep alignment

Strategic Accounts - University DSO - Leadership in DSO space - DSO’s and universities - New Markets – DSO and GP.

Bundling - Packaged therapy solutions (bundling) - Effectively bundle products - Leverage DENTSPLY 360 Sirona - Product bundling / Solution bundling - One DENTSPLY– Bundling - Bundling within solutions – SIMPLANT,

regen, implants, restorative, etc.

Marketing & Product Development - Proactive & aggressive messaging - Comprehensive & strategic Marketing - Full & flawless launches - Efficiency / time improve R&D process - Bigger Global voice - Edentulous solutions Company - Shift market mindset key focused solution - Product enhancement – new products

Digital Workflow - Leader in digital space - Full digital end to end

solutions - Digital workflow packages - Digital connectivity with

communication portals

Technology - Brainshark – LMS

training modules - Web/social media - Use tech better –

video, social, infrastructure.

Retention & Development - Mentor program - Brainshark - Community outreach charity – live the vision - DM retention and development - Talent retention - Compensation plan R & R - people development - Employee teambuilding – community

projects

DENTSPLY Implants Strategic Direction 2016

Optimizing Customer Experience

Expanding Sales Opportunities

Delivering Exceptional Solutions

Enhancing Employee Satisfaction

FOR INTERNAL REFERENCE ONLY

Strategic Focus – 2015 to 2016 • Core deployment strategy is solid

– Clear focus on larger accounts – Leverage referral base to support large accounts

• GET, GROW, KEEP – Good progress on GET/GROW – Additional need to reduce churn on keeps

• Clinical Education – Heavier focus in this area moving forward

FOR INTERNAL REFERENCE ONLY

Strategic Focus – 2016 Fast Start • Winning breeds winning

– Aggressive incentive program to build excitement – Getting out quickly builds momentum and belief

• Supportive CE and Marketing – Additional CE support moved in H1 – Comprehensive Q1 Marketing program publish – Tight new product launch plans w/ SF input

FOR INTERNAL REFERENCE ONLY

FOR INTERNAL REFERENCE ONLY