Michael Vukosavich: Keep your mind open to new ideas but follow your path
UNIDENT has always presented a wide range of
Premier products on its dental exhibition stand.
Vital dental materials can be found under the U.S. brand. The company has
moved to the market its brand new products recently which the professionals
found quite interesting. We interviewed Michael Vukosavich, Premier Exports
Director, and Natalya Blokhina, company’s consultant in Russia, about the
opportunities that the new products open to the dentists and about operation
policies of one of the oldest U.S. dental companies.
— This is the first time that Premier products
are presented on our stand separately. Can you share your impressions about the
exhibition, the way it is organized and whether the audience shows any interest
in your products?
Michael: It seems to me people already
know Premier, because we have been quite a while on the Russian market already
and our cooperation with UNIDENT surely helped as well. I see our products
are studied with great
— Let’s then talk about your new products here. What can you tell us about innovative products of your company?
Michael: We present a unique product that we
expect to evolve
Natalya: I would say not everyone sees it as a brand new product. Yesterday a doctor came up to the stand, saw Traxodent and remarked, “Wow, it’s sold here already. And I have been bringing it from Israel”. However, overall awareness is not high.
— What else can one see at the exhibition?
Michael: Here’s yet another product
that is a revelation to me, personally. I am talking about Triple Tray – an
impression tray system. This system has been used by professionals in the
United States, Scandinavian countries and the U.K.
Natalya: They just love it. Those who have already used the system now are looking for it. The system once turned up on the market, then disappeared, only to be replaced by some substandard analogs. Yesterday a doctor from Krasnodar told me they have been making something like these disposable spoons with their own hands. They can’t find them on the market but the system is really convenient as it saves the material and the time, because one can make impressions from the top and the bottom simultaneously.
Michael: Next we present Enamel Pro – a
prophylaxis paste. We have patented a unique ACP technology (calcium phosphate)
that increases fluoride uptake by 40%. It is my understanding that the
biggest problem in Russia is that people go to the dentist only when they have
a problem. It is not very much different from other countries in Europe and
Latin America. Meanwhile, Enamel Pro has been designed as a caries
prevention product. And I believe this is a very good tool for informational
work. People should visit the dentist for routine inspection and overall dental
care with the help of fluorine more often. And finally, we present cement for
Premier implants, which is currently
— OK, let’s go to Premier now. How long have you been with the company? And howdid youget therein thefirst place?
Michael: Me? Well, I used to be a rock star
but then I decided dentistry was far more interesting. In fact, I have been
with Premier for 12 years already. I am not a certified dentist. My specialty
is package design.
I got to Premier purely by chance – I simply answered a small ad in a
newspaper. For the first seven years, I ran a small department with only 2
employees reporting to me. My job was to handle markets of the most diverse
countries. Our cooperation with UNIDENT started in the United States. That was
our first step. Then someone said, “Now we are going to start business in
Russia. This will be no small feat, prepare to put in quite a bit of your time
in it”. And here we are. Of course, there’s quite a bundle of problems, same as
in any market. But I’m thinking of finding a partner that is a leading company
on the market – this would be perfect solution for all of us. And we are
certainly going to keep working with UNIDENT.
— You have been with Premier for twelve years. Has the company changed somehow over this period?
Michael: The international department has grown bigger. Now we have five employees. We have an employee in Australia, which is a big market, and in Mexico. I focus mostly on Europe and Middle East. In addition, Premier is still a family business, and has been for four generations already. In 2013 the company will celebrate its 100 anniversary.
— How did the company get to the top like this?
Michael: We have three or four
key products – our ‘bread’, the secret to our success. For example, Triple Tray
impression system that has been selling great in the United States for
years.
Only 15% of products are supplied internationally, so there is still a lot to
look forward to here. As for exports, we send our products to 50 countries
worldwide. Our priority focus, however, is on Russia, Japan, Australia and
Korea. These countries account for 25% of our exports. The key to success is
our main products and, naturally, the people. In our recent talks Mr. Tamaz we
agreed it was great working with people who you can communicate personally
with. I think, UNIDENT works in the same manner.
— How often do you come to Russia?
Michael: On the average, I come here
two or three times a year. As a rule, it is about this exhibition and a trip in
September. You are a big company. You have representative offices all over.
Maybe it’s time to visit
— If you had more time, what would you like to learn, to do and to see?
Michael: I love history. This weekend I visited Kremlin and the Exhibition of Economic Achievements.
Natalya: Yes, I did recommend he should visit the Exhibition of Economic Achievements. Michael wanted to go to the Laura of the Holy Trinity and St. Sergius, but it’s a long trip indeed. He is truly a history enthusiast. Yesterday he gave me an assignment – find the reasons why the monument to Charles De Gaulle stands in front of the Kosmos hotel; what have Korolyov and Tsiolkovskiy done, etc. I made quite a report today.
Michael: I have even visited the
Kosmos. I am also fond of architecture and you have simply striking
subway stations here. I simply travel, walking, taking pictures and watching
the people.
— Lots of people.
Michael: I am from Chicago. Next to Moscow, Chicago is a village.
— What did you feel when you first came to Moscow? Do you feel any different now?
Michael: I first
came to Moscow eight or nine years ago. Everything was different back then. I
am an American. First time in Russia was very exciting and curious. I notice
that more people speak English now. It differs greatly from the last
visit. When I try to speak to someone at a place that is no tourist mecca, the
people would ask what I am doing here.
Natalya: Especially the young ones.
Michael: Yes. Say, I come up to a barbeque
tent and there’s a bunch of young people, and they go, “Where are you from?
Where are you from?”
— What do you read?
Michael: When I am not into a very serious stuff, I read adventures or biography of historical figures. I’d say, the last interesting book I have read was about a political scandal in the U.S. government, and the latter is not something I am particularly fond of. Please don’t laugh but when I travel I read airline magazines, because they have some curious ads. Whenever I visit any country, I go to a local supermarket. I study products, packages and watch the buyers – all of this gives me an insight into the market. You may inquire about the price of 1 kg of tomatoes in New York, Chicago, London and Sydney. Then you compare the prices. It is very important for me and I use this method in my work.
— And what can you say after visiting our supermarkets?
Michael: Moscow is actually a very expensive city. Very. However, last month I was in Europe. And Moscow now seems to be much cheaper than Denmark. Tokyo is a very expensive city as well. Same goes for New York. It is always interesting to compare, and I’m not talking the prices alone. Yesterday I saw a Russian in the park who was rapping. It was really funny to hear American rap in Russian. It was more melodic but it sounded pretty cool.
— Are you into music as well?
Michael: During my September visit to an exhibition, I remember a cello festival organized by UNIDENT. It was great. I just love classic music. And Russia is, naturally, the cultural center.
— What would you wish to our readers?
Michael: We all live in the same small world and we are closely tied to each other. Keep an open mind to new ideas, accept what you see and hear, but follow your path.
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