We met Alf Licciardello at his bright, sunny orthodontic lab in Sydney's Five Dock. The welcome was...
Principal Director, Charlie Sara
A case study featuring Charlie Sara, Macono Orthodontic and Dental Laboratories
Macono Orthodontic and Dental Laboratories is a renowned orthodontic and dental laboratory in Sydney, Australia. With a history spanning nearly 60 years, Macono has become a trusted provider of high-quality orthodontic appliances and dental solutions. This case study explores the key elements contributing to Macono's success and its strong partnership with Dentaurum.
Background and Services
Established in 1964, Macono Orthodontic and Dental Laboratories initially operated as one of only two orthodontic labs in greater Sydney. Over time, the company expanded its services and premises, eventually relocating to Mosman in 1996.
Macono specialises in Orthodontic appliances and dental prosthetics. Central to the business today is digital 3D-driven workflows that involve the production of clean scans to produce precise 3D printed models.
Macono’s principal director, Charlie Sara, became a partner nearly 40 years ago after a relatively short two-year stint as an employee. The energy and customer-centric ethos Charlie brought to Macono saw the business start to grow. Grow it did, and soon there was more staff and expanded premises before a move across the Sydney Harbour Bridge to Mosman.
In the decades since the relocation, Macono Lab has gone through two rounds of expansion to accommodate the growth in staff and digital 3D business. Lenny Chow and Lester Prentice have become partners with a stake in the company and a role in its leadership.
Customer-Centric Approach and Staff Culture
Charlie believes that how they do their work is even more critical than what Macono does. “We have a distinct way of working with our customers, our staff and how we create appliances”.
Macono prides itself on its partnership approach to customer interactions. The company emphasises building solid relationships with its clients, ensuring they can rely on Macono's quality, consistency, and responsive service. The staff at Macono plays a crucial role in upholding the company's customer-centric approach. With a diverse team comprising 13 nationalities and long-term employees, Macono fosters a positive work environment, encouraging collaboration, innovation, and a commitment to continuous improvement.
Charlie adds: “Undoubtedly, we all have a stake in our mutual success. We know that we have to be responsive, accessible and helpful in a way that suits the needs of each practice. We’ve had this focus on our customers from day one. It can be exhausting, but I will never relax about that”.
“The second aspect is our staff. We are the sum of our people. We want them to be happy because we know that leads to a good environment, high productivity and a commitment to excellent quality. Our staff are well trained in the techniques we use to ensure quality and consistency. Many have been with us for over ten or even 20 years. We’re proud of them and know that our success depends on them.
Commitment to Quality and Precision
The core of Macono's success lies in its dedication to producing high-quality orthodontic appliances. The company prioritises precision, durability, and patient comfort in every product it delivers. Macono's customers rely on the predictability and superior quality of the appliances, which contribute to efficient clinical practices and optimal patient outcomes.
Technological Advancements and Digital Workflows
To stay ahead in an evolving industry, Macono has embraced digital dentistry technologies. The company has invested in a specialised digital team to manage 3D scans and model printing, ensuring high precision and accuracy in the fabrication process. Incorporating digital workflows has streamlined Macono's operations, enabling quicker turnaround times and improved efficiency. Charlie also believes that there’s a lot of art and creativity involved in laboratory work.
“All of our staff realise that this is not just a game, not just a job. Our role is to achieve the aim of the doctor. It takes considerable interpretive skill and creativity to deliver that consistently with precision and durability”.
3D scan cleaning in preparation for 3D model printing
Lester Prentice using the Dentaurum Desktop Compact Laser Welder
Wire bending
Lenny Chow operating the Assistant 3000 Spot Welder
Dentaurum: a natural business fit
Macono has established a longstanding partnership with Dentaurum, a leading dental products supplier. The collaboration with Dentaurum has proven invaluable to Macono, providing access to world-class products, equipment, and consumables. Dentaurum's thoroughness, accuracy, and reliable stock availability have made them a long term, trusted partner.
“We use a large variety of Dentaurum products, from equipment to consumables. Dentaurum screws, wires, multi-strand wire, and acrylics are all part of the appliances we make”, said Charlie.
Charlie speaks very highly of Dentaurum equipment. “Dentaurum equipment is second to none in performance, reliability and dependability. We have two Dentaurum Desktop Compact Laser Welders and a Dentaurum Spot Welder. They are used almost constantly. Whenever support is needed, it is fast and very professional. I couldn’t ask for more”, said Charlie.
Charlie responds instantly when asked why Dentaurum products are so extensively used at Macono. “Dentaurum products are world-class. They perform well and are very reliable. For example, the behaviour of Dentaurum Acrylics in the lab is very consistent and predictable. Like all Dentaurum products, they are very workable, so we can consistently achieve our best work”.
“We also particularly value the strength we can achieve with Dentaurum strengthener wires. It brings higher levels of structural integrity to appliances that require that and remain easy to work with”.
Art and Creativity in Laboratory Work
Macono recognises the artistic and creative aspects of laboratory work. The staff understands that their role goes beyond producing appliances; it involves achieving the goals of the treating doctors. The interpretive skill and creativity displayed by Macono's technicians ensure consistent precision and durability in every appliance they create.
Conclusion
Macono Orthodontic and Dental Laboratories has established itself as a leading provider of orthodontic and dental laboratory services through its customer-centric approach, commitment to quality, and adoption of digital workflows. The collaboration with Dentaurum further enhances Macono's capabilities, providing access to world-class products and equipment. With a focus on continuous improvement and a highly skilled team, Macono continues to thrive and deliver exceptional results for its customers across Australia, New Zealand, and the Pacific Islands.
Featured Dentaurum products
- Desktop Compact Laser Welder lll
- Assistant 3000 Spot Welder
- Expansion Screws
- Variety Click Screws
- Ball retainer clasps and wire elements
- Wires
- Strengthener on coils
- dentaflex® wire
- Orthocryl® Acrylics
- 3D Separating Medium
- Universal Silver Solder
- Laboratory Premium Pliers
