Confi dential: This information is not intended for general circulation. All information contained is proprietary to Henry Schein.

DENTRIX ImageCAM

2004 Competitive Analysis

MSRP $5,550

Wand Length7”

Wand Diameter0.512” (12mm)

Weight2.45 lbs (Including Docking Station)

Exact Focal Length4.69mm

Focal RangeIntraoral = 100 – 10mm Macro = 10mm to 4mm

Light SourceFiber Optics (75w)

Angle of View of CCD36 x 48 degree (rectangular)

Image Resolution2 MP 640 x 480 captured

Support AvailableFull high-tech specifi c support

Chip SetGrade Six Sony CCD

PortableYes

Connection USB 2.0/ S-Video/ Composite

TALKING POINTSEssential Imaging Equipment: An intraoral camera is an essential tool within a practice, facilitating communication and case acceptance with the help of digital images.

High Return on Investment: The ImageCAM facilitates increased case accep-tances and a practices professional and technological image.

High Resolution vs. Low Resolution Cameras: High resolution cameras produce better quality pictures for diagnosis and patient education. Many low resolution camera users are now upgrading to higher resolution cameras like the Dentrix ImageCAM.

Award-Winning Camera: The ImageCAM USB 2.0 was recently awarded a 4.5 out of 5 star rating from Reality Choice Magazine for its image quality, design and exceptional integration with Dentrix Image 4.0.

Integration: True integration is critical for digital imaging. Dentrix Image-CAM USB 2.0 was designed by Dentrix to work seamlessly with DENTRIX practice management software and Dentrix Image 4.0 providing the highest level of imaging integration available.

Easy Installation: With its USB 2.0 plug-and-play compatibility and no need for a capture card, the ImageCAM is easy to install and begin using.

Portability: The ImageCAM has been designed for easy portability between operatories, by simply plugging the camera into the docking station.

High Quality Components: The camera contains a Sony CCD chip custom designed for intraoral imaging.

Award-Winning Customer Support: Dentrix Dental Systems has the highest level of intraoral camera and software customer support available in the indus-try, helping to ensure practices will keep operating smoothly.

Confidential: This information is not intended for general circulation. All information contained is proprietary to Henry Schein. Confidential: This information is not intended for general circulation. All information contained is proprietary to Henry Schein.

INTRAORAL CAMERA 2004 Competitive Analysis

THE NEW IMAGECAM USB 2.0The new Dentrix ImageCAM USB 2.0 is one of the most advanced intraoral cameras available today. Utilizing USB 2.0 technology, the ImageCAM has been loaded with the most advanced specifications found in the dental market. In fact, independent research companies including Reality Choice have consistently rated the ImageCAM with it’s highest ratings.

Perhaps the ImageCAM’s greatest competitive strength over the competition is that the camera, the image management software, the practice management software, and the customer ser-vice are all manufactured, developed and provided by the same company. The camera delivers outstanding picture quality due in part to Dentrix’s image software being tuned to the camera’s electronics. Dentrix has merged a high-end camera with high-end software resulting in unbeat-able images; our competition may have control over one or the other, but a good camera con-nected to bad software will produce a bad image. And, conversely, a bad camera connected to good software will produce a bad image.

More importantly, because the Dentrix image software is seam-lessly integrated with the practice management system, the image can be captured directly to the patient’s chart, cataloged, annotated, e-mailed, or attached to an electronic claim. Finally, this chain of seamlessly integrated products is supported and serviced by Dentrix, well known for providing outstanding technical assistance. Our competition can not make the same claim.

The ImageCAM is a digital intraoral camera using the latest in connectivity technology. The ImageCAM system has three available output options including the USB 2.0 connectivity. Competing analog cameras using older technology require the additional expense of a capture card, the technical assis-tance required to install the cards, and the possibility of the system being damaged during installation. The ImageCAM USB 2.0 is a fully digital system that captures up to 480 Mbs of live streaming video and saves the information directly to the patient’s electronic chart using the DENTRIX clinical and practice management system.

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INTRAORAL CAMERA 2004 Competitive Analysis

INDUSTRY TRENDS

In the early nineties, Fuji revealed one of the first den-

tal intraoral cameras, a $30,000 video and printer unit

mounted on a wheeled base. Around 1995, companies

such as AccuCam entered the market with a smaller and

lower priced product at around $11,000. The decrease

in price created a spike in camera sales and an influx of

intraoral camera providers. The next spike in camera sales

came around the year 2000 when low priced, low qual-

ity cameras entered the market with a price tag of less than

$3,000.

Currently, the intraoral camera market is experiencing another

spike in product sales due to the replacement camera market.

Doctors who originally purchased quality analog video cameras

are unable to connect intraoral cameras with their computer and

electronic files. Those who can, generally find the images become

distorted. Another factor in the spike is also a result of doctors who

originally purchased low quality cameras as a “starter camera”.

These doctors have now outgrown the function of a low quality

camera and are looking to higher quality images for diagnosis and

integration with their computer files. Another contributing factor is

that digital x-ray companies—a high growth product— offer and

many times give away some kind of digital, low-quality camera.

ADDITIONAL INFORMATION

For additional information contact your local Dentrix representative or

visit us on the web at www. dentrix.com. For your representative’s con-

tact information or if you have any questions call 1-800-DENTRIX.

Confidential: This information is not intended for general circulation. All information contained is proprietary to Henry Schein.

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Confidential: This information is not intended for general circulation. All information contained is proprietary to Henry Schein.

CASTING LIGHT ON SUPERIOR IMAGE QUALITYDoctors frequently comment about the ImageCAM’s light source, which is slightly larger than some cameras, especially lower image quality cameras. The larger and higher quality light source is due to the halogen lamp and fiberoptics. These two components enables the ImageCAM to cast more light on the subject, as much as 75W. The result is higher quality intraoral images with truer intraoral colors.

Confidential: This information is not intended for general circulation. All information contained is proprietary to Henry Schein.

INTRAORAL CAMERA 2004 Competitive Analysis

CUSTOMER BASEApproximately 53% of the dental market owns an intraoral camera . About 64% of Dentrix customers own some kind of an intraoral camera, many of which will be looking to upgrade. Though a longtime technology staple in the dental industry, intraoral cameras remain somewhat under utilized and open for renewed opportuni-ties.

COMPETITORSThere is no dominant player in the intraoral camera market. This is possibly due to the fact that intraoral cam-eras have been available in the dental market for a considerable time and may be seen as a commodity product. Many of the players in the digital x-ray market have been giving their low end intraoral cameras away as a bonus for purchasing their x-ray products. Currently the market is almost evenly divided into providers of high-end cameras and providers of low-end cameras. Expect to see more providers of low-end cameras emerge due to the low cost and low technology needed to produce these products.

ImageCAM Light source and components

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Equipment Survey 2003. Dental Products Report.

Confidential: This information is not intended for general circulation. All information contained is proprietary to Henry Schein.

INTRAORAL CAMERA 2004 Competitive Analysis

PRODUCT COMPARISONThe following take provides comparison data on some of the most prominent intraoral cameras on the market. Due to the large amount of providers in this field, the list is not entirely inclusive but shows the differences and similarities of some of the major players.

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Confidential: This information is not intended for general circulation. All information contained is proprietary to Henry Schein.

INTRAORAL CAMERA 2004 Competitive Analysis

FUNCTION

Intraoral cameras have been a long-standing tool to bridge the communication gap between dentists

and customers. An intraoral camera is a wand which includes a light source and has the ability to be

placed in a patient’s mouth to capture tooth images used in diagnosis and patient education. This al-

lows patients to see what the dentist can see which greatly increases case acceptance. More recently,

analog intraoral cameras have generally been replaced by digital systems. The process has been esca-

lated with the advent of integrated image management software.

Intraoral cameras can be divided into two groups; high image quality and low image quality products.

High image quality cameras are used for diagnosis and patient education, have a powerful light source

such as halogen and fiber optics, glass lenses, typically have a base unit and are higher priced. Low

image quality cameras are generally used for patient education and less demanding functions, have a

low powered light source such as LED, plastic lenses, typically do not have a base unit and are lower

priced.

Confidential: This information is not intended for general circulation. All information contained is proprietary to Henry Schein.

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INTRAORAL CAMERA 2004 Competitive Analysis

The new ImageCAM can now support up to 480 Mbps of high-quality video, at speeds up to forty times faster than traditional intraoral cameras. The design of the intraoral camera is slim and easy to use, with an extended depth of focus system that keeps images—including arches, smiles, quadrants, and single teeth—in focus with-out camera adjustment. The grade six Sony® CCD chip is the mastermind behind the performance, expertly handling image quality so that every staff member can become an instant imaging expert.

There are many intraoral camera providers in the dental market. In an effort to provide our representatives with the best leverage, we have compiled general data about our products and how they stack up against the competition. In addition we take a look at the function of the camera, trends, and makeup of the intraoral camera market.

Confidential: This information is not intended for general circulation. All information contained is proprietary to Henry Schein.

KEY BENEFITS AND FEATURES• True Integration: ImageCAM USB 2.0 seamlessly integrates with

DENTRIX® Image 4.0 imaging software allowing you to attach and view patient images directly in the patients chart.

• No Capture Card Needed: ImageCAM allows live streaming video of intraoral images for easier patient diagnosis.

• Plug-and-Play: USB 2.0 compatibility allows you to quickly install and use the camera.

• Portable Camera: The ImageCAM is portable from docking station to docking station allows the camera to be shared between operatories.

• Custom Designed CCD-chip: A unique CCD-chip produces crisp, high quality intraoral images allowing increased diagnostic capabilities.

• Award-Winning Customer Support: The ImageCAM is backed by an industry-leading customer support team that will quickly answer any questions or concerns.

• Increases Case Acceptance Ratios: Using the ImageCAM intraoral cam-era helps to increase case acceptance ratios and improve patient educa-tion.

• Increase Professional Image: Using an intraoral camera like the Image-CAM adds to your professional image as a high-tech digital office.

• Reality Magazine Award-Winner: The ImageCAM recently was award-ed a 4.5 out of 5 star rating from Reality Choice confirming the cameras quality and functionality.

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