The pioneering vision of Dr Jean Bausch and his son, Dr Hans, back in 1953 has unarguably revolutionised the dental industry.
Founding the company with Dr Hans’ invention of 200-micron articulating paper with progressive colour transfer, Bausch has set the standards in the articulating and occlusion material market – successfully making a mark beyond the dentist’s chair.
Fifty years and counting, the company continues to lead the market with its innovative mindset and strict quality control.
The managing directors of the company, Andre Bausch (Germany) and Milan Rajek (Australasia), share the secret formula of this success and how did the company remain to focus on growth while delivering innovative occlusion products.
Continuing the legacy
Coming from humble beginnings, Bausch has started as a home-based family business in Cologne, Germany.
As one of the owner’s sons, Andre Bausch shared that as long as he can remember, the company has always been present in their daily lives.
Growing up, especially during his school vacations, he’d come along with his parents to attend exhibitions and interact with clients from around the globe.
Hence, taking a part in continuing the family’s legacy came as an easy decision for him.
With his unique skill set and interests, he helped transform the company into what they are today as one of the managing directors.
“I’ve always liked to create things from scratch. In the 1980s, I have been working with the first computers in the company. I am also passionate about marketing and design as well as software development,” shared Andre.
In fact, at the age of 18, he wrote a custom invoicing programme that was used by their shipping department for almost two decades.
Although the business is inevitably intertwined with his personal life, he still finds a way to pursue his hobbies.
For instance, he shared, “I love to ride my motorcycle, which I always do in the summertime, to visit the 2,400sqm factory we built about 11 years ago. It is located around 100km south of Cologne. There are many scenic roads in that area!”
Since the business is continuously growing, the management style has changed over the years with his brother, Peter Bausch, directing on the science and chemistry aspect of the business, while Andre focused on technology, software, and marketing.
He shared, “We did see a huge potential in social media marketing and run several channels in nine languages which are followed by more than 65,000 people in total.”
With its core business focusing on developing and innovating occlusion control and test material, Bausch has successfully expanded its market globally.
Today, more than 50 people work with them in their headquarters, the factory, and subsidiaries in the United States, Brazil, Japan, Australia, and Korea.
Covering the countries in “Australasia”, which includes the entire South East Asia operation, is Milan Rajek.
Though not related by blood, Milan shared that Bausch is like a family to him giving him much-needed support in his endeavours.
He is directly responsible for driving organisational success in the region by implementing strategic plans and company policies.
Future of occlusion control
With its highly innovative product, OccluSense®, Bausch has paved the way for the future of occlusion control.
The idea behind this device was conceived in 2012, way before the availability of technology.
Andre, explained, “Our latest major invention, the OccluSense, is still an occlusion foil coated with colour but it enables the dentist with its embedded printed electronics to digitally record the masticatory forces of the occlusion from the initial contact to the maximum intercuspation.”
He added that the OccluSense pressure sensor is unique of its kind as it is the first printed organic pressure sensor in the world – not only in dentistry.
The technology enabled them to create a 60-micron thin, colour-coated sensor which is actually an articulating film.
Milan also commented, “In the dental industry, we are seeing that the trend is going towards a more technologically advanced and digital dental office, so why not check the occlusion digitally as well?”
During the development process, Milan shared that they were very cautious to make the product as user friendly as possible.
After the launch, they continued to support the clinicians in implementing the new technology into their daily practice.
However, though this technology can produce more data necessary for better diagnosis, Bausch understands that some practitioners are not yet ready to invest and still prefers to use the traditional occlusion test materials.
That’s why the company is relentless in maintaining the quality, and at the same time, extending the range of products they are offering.
Overcoming modern-day challenges
To continuously meet the market demands, Andre shared that they have appointed a practising dentist as one of their sales representatives.
For this reason, Bausch is always up-to-date when it comes to new materials or technologies.
In addition, they have contact with several dental professionals around the world giving them valuable feedback and idea to improve their products.
In the South East Asia market, Milan shared that there is an increased demand for digital restoration as well as for materials to fabricate them, driven by the ongoing transition to CAD/CAM production.
And since the implant market is creating growth opportunities in the region, dental treatment has emerged as a popular type of tourism.
Bausch continues to introduce and innovate occlusal materials to match these developments.
During the peak of the pandemic, the company ensured that its team members remain motivated by establishing clear goals and expectations and opening up channels for training and communication.
With higher traffic on their website and social media channels, they were more inspired to modernise the Bausch brand and develop new strategies and products.
Milan is positive that the dental industry will recover fully as oral health is an essential component of general health.
“I believe that the post-pandemic era won’t look like the one we used to know but I expect most industries to come out stronger in the long run,” he said.
Additionally, he foresees that online events and hybrid solutions will stick around for longer which will create new trends for every industry, including the dental market.
He concluded, “Thanks to these unusual circumstances, the entire dental industry has accelerated and embraced digital transformation.”
Even with the uncertainty brought about by the pandemic, Bausch can promise one thing: to continue providing the best possible solutions for every dentist who wants to achieve the most accurate occlusion for their patients.
Andre reassured that the industry can expect nothing less with Bausch’s stringent quality control system and machines individually developed to meet high-quality standards whatever the circumstances are.
Additionally, with the unique socio-demographics of the APAC region, Milan shared that they are looking ahead and carefully studying the market situation to address any immediate needs.
Although most of their events were postponed, Bausch will continue supporting the dental professionals by prioritising continuing education programmes and developing innovative products.
Andre, addressing the entire dental community, said, “The COVID-19 pandemic affected us all and we really miss to travel around the globe to meet our clients, dentists, and suppliers, and we hope that we get back to a normal life again soon. Everyone, stay healthy!”
Published in Dental Asia March/April 2021 issue