BIOLASE Names Medical Device Marketing Veteran Orlando Rodrigues as Vice President, Marketing

BIOLASE Names Medical Device Marketing Veteran Orlando Rodrigues as Vice 
President, Marketing 
IRVINE, CA -- (Marketwired) -- 07/23/13 --  BIOLASE, Inc. (NASDAQ:
BIOL), the world's leading manufacturer and distributor of dental
lasers and a pioneer in laser surgery in other medical specialties,
announced today that medical device marketing executive and eye care,
medical laser, and post-surgical anesthesia industry veteran Orlando
P. Rodrigues has been named Vice President, Marketing. Mr. Rodrigues
will report to President and Chief Operating Officer Alexander K.
Arrow, M.D. 
Mr. Rodrigues, 51, was Vice President of Marketing for I-Flow
Corporation from 2002-2010, during which time I-Flow revenues grew
from $25 million to $140 million. Mr. Rodrigues created brand
awareness and guerrilla marketing campaigns that motivated surgeons
and anesthesiologists to adopt I-Flow's ON-Q post-surgical pain
control product as the standard of care, and persuaded several
hospitals and surgery centers to spend their own marketing funds on
co-op ads to attract patients by showing that they offered I-Flow's
products at their facility. By the time I-Flow was acquired by
Kimberly Clark (NYSE: KMB) in November 2009 for $325 million, it had
a sales force of some 300 people in 170 sales territories. 
From 2000 to 2001, Mr. Rodrigues was VP of Marketing for Laser
Diagnostic Technologies, Inc., a laser medical device company serving
ophthalmologists and optometrists in single office and chain
settings, a role that including marketing financing to office-based
clinicians. "I'm excited to join BIOLASE(R), a company where dental
and numerous non-dental market opportunities make it ideal to apply
marketing practices that have been proven successful at linking
disruptive platform technologies with practitioners who need them,"
said Mr. Rodrigues. "BIOLASE has fantastic dental products with
significant benefits that have been under-marketed. I will work hard
to see that our customers, prospective customers, and patients will
enjoy a better surgical experience. Plus, we will add new campaigns
to drive interest and demand in multiple non-dental markets." 
Rodrigues began his career at Allergan, Inc. in 1983 and rose to the
position of Director of Strategic Marketing. After a decade at
Allergan, Rodrigues worked for the consumer-oriented Vision Care
Division of Alcon Laboratories, Inc. as Group Product Director and
eventually Director of Marketing. He then held the roles of VP,
Marketing and VP, Consumer Development Division, at Sonic
Innovations, Inc. (NASDAQ: SNCI). 
Federico Pignatelli, Chairman and Chief Executive Officer, said, "I
am pleased to have the talented and energetic Mr. Rodrigues take on
the role of Vice President, Marketing. For the first time in five
years, BIOLASE has separated the departments of Sales and Marketing -
which is consistent with medical technology best practices for
optimizing both departments. Our upcoming non-dental launches and our
core dental business growth opportunities make this the right time to
expand and deepen our management structure in this way."  
"Our goal was to fill this position with someone who knows how to
create marketing campaigns that persuade clinicians to get involved
in marketing a company's product," said Alexander Arrow, MD,
President and Chief Operating Officer. "The right person would also
have worked with a product that required clinicians to change their
habits to use it, and have also led marketing for a company whose
product was capital equipment, preferably involving lasers. Orlando
meets both those criteria, plus he is a known quantity to me because
I have followed his work for eleven years. I always thought that if I
ever had the opportunity to hire Orlando to head marketing in a
company, I would do it." 
About BIOLASE, Inc.
 BIOLASE, Inc. is a biomedical company that
develops, manufactures, and markets innovative lasers in dentistry
and medicine and also markets and distributes high-end 2D and 3D
digital imaging equipment and CAD/CAM intraoral scanners; products
that are focused on technologies that advance the practice of
dentistry and medicine. The Company's proprietary laser products
incorporate over 350 patented and patent-pending technologies
designed to provide biologically clinically superior performance with
less pain and faster recovery times. Its imaginative products provide
cutting-edge technology at competitive prices to deliver the best
results for dentists and patients. BIOLASE's principal products are
revolutionary dental laser systems that perform a broad range of
dental procedures, including cosmetic and complex surgical
applications, and a full line of dental imaging equipment. BIOLASE
has sold more than 22,500 lasers. Other laser products under
development address ophthalmology and other medical and consumer
For updates and information on WaterLase(R) and laser dentistry, find
BIOLASE online at, Facebook at, Twitter at,
Pinterest at, LinkedIn at, Instagram at and YouTube at  
BIOLASE(R) and WaterLase(R) are registered trademarks of BIOLASE,
For further information, please contact: 
Michael Porter 
Porter, LeVay & Rose, Inc. 
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