Since opening in February 2010, CAP milling center is already servicing more than 200 laboratories, mostly from the New England area, and has broken sales records every month. One key to its success: an array of informative, step-by-step videos that help customers make the transition to digital technology.
CEO Rob Nazzal has turned his long-time hobby--video production--into an invaluable educational, customer service and marketing tool for his business, CAP (Custom Automated Prosthetics). Located in Stoneham, Massachusetts, CAP is a milling center dedicated solely to laboratory customers. "Our industry is undergoing a massive transition toward digital technology and 95% of laboratories will struggle if they don't find a partner to help them through the transition," says Nazzal. "Our goal is to help our customers try before they buy, get comfortable with the technology and avoid purchasing equipment until they're ready to do so. Ultimately, we want to be a trusted advisor."
One way CAP is establishing that level of trust is through educational videos it produces and posts on its website, www.cap-us.com. For instance, in response to numerous questions from laboratory customers about how to finish IPS e.max units and adhesion techniques, Nazzal created a series of video tutorials, including Removing the Sprue, Adjusting Contours and Occlusal Anatomy, Stain and Glaze Techniques and Cement Recommendations, to provide a step-by-step look at the technique and product.
"With video, you can convey nuances that you can't in a printed, static instruction sheet or over the phone," says Nazzal. "Technicians are tactile, visual people. Telling a customer, 'dilute the glaze to a stringy mix' doesn't have nearly the same impact as when he actually can see the consistency of the glaze dripping off the brush in a video."
CAP's website features Nazzal's blog that incorporates step-by-step videos related to each blog topic, such as scanning, the Lava DVS system and its new, customized anatomical library for 3Shape and Dental Wings users. Also in the works are instructional videos related to CAP's newest product lines: milled titanium restorations and CAP FZ full-contour zirconia restorations.
The videos are produced in the laboratory using Apple's Final Cut Pro. The technicians serve as the "actors" and Nazzal and his partner, Bob Cohen, handle the voiceover. The filming and editing process varies depending on the topic; however, one hour of editing per minute of final video is the general rule of thumb. CAP is also using video technology to enhance its customer service. With his engineering background, Nazzal's focus is on maintaining an efficient manufacturing process so he's installed a webcam on the milling machines and an app on his cell phone that enables him to view the milling process remotely after hours. If, for example, he sees that a milling tool has broken, which can cause the mill to stop and create a backup in workflow, he can go back to the milling center to resolve the issue and ensure customer deadlines are met.
CAP customers also benefit from Nazzal's video expertise when it comes to case communication and quality assurance. When a customer sends a model to CAP for restoration design, he can request a free custom-made video of the design to review prior to milling. Created by CAP's technicians using screen recording software, these two-minute videos show the design of the case from all angles and a variety of enlargements and reductions. The laboratory customer doesn't need special software to view the video, just a web browser to open the link.
"Giving the customer the ability to check the design gives him peace of mind and heads off a lot of problems up front," says Nazzal. "Video is such a powerful communication tool; it's the next best to working together in person."
