Procera Implant Bridge Zirconia, A new risk of Nobel Biocare's marketing drift ?

Recently, Nobel Biocare’s new communication-marketing weapon has been the new "Procera Implant Bridge Zirconia" concept. The manufacturer is presenting this new concept as the perfect technical innovation and the benchmark for superior aesthetics. According to Nobel Biocare, it is “the simplest solution for ensuring patients a perfect smile”.

However, the reality does appear to differ somewhat, with several accounts by practitioners making reference to cracks appearing after using the Procera system. Here are two examples of the messages we are receiving: “During installation, when tightening, the zirconia frame broke in half” and “although everything had been checked and controlled with a plaster model, the bridge cracked when installing”. 

Apart from these specific cases, we are also receiving a large number of messages from people concerned about the reliability of the tests which preceded the commercial launch of this type of product, such as: “The advert for this type of work presents it as being child’s play. However, does it not really require too much skill and perfection to be made available to all?” Other frequent questions are: “Have these products been tested enough?” “Does zirconia have enough biomechanical strength for these large bridges?”
These legitimate questions from practitioners are strangely reminiscent of those raised in the 1990s by hydroxyapatite-coated implants. These, too, were presented (in marketing campaigns) as the best dental implantology solution, but, ultimately, were the subject of several legal cases, some of which are still under way.

We believe that declaring and writing in medical adverts that this complete zirconia bridge technique is “the simplest solution for ensuring patients a perfect smile" is, once again, misleading the profession about an extremely sophisticated technique (even if, regardless of the system used, the principle is very likely to become the future of dentistry) which, when presented in such a simplistic manner will inevitably cause problems for some practitioners and, therefore, for some of their patients.
In view of the number of malfunctions involved with the Procera Implant Bridge Zirconia which have been reported to it,, ever faithful to a desire for transparency in the implantology debate, has decided to open a chapter devoted to this specific case. 


The advertising
The truth ?

Repairing this bridge is impossible!

If a fracture of this type occurs, who will take charge of this failure:

- the patient?
- the practitioner ?
- manufacturer?

Ask yourself these questions before considering such treatment.