Oratec

In 1986, a new company called Oratec Corp. set up shop in Manassas, Virginia, with a specific focus: the battle against periodontal disease. Rather than tackling the entire dental market, Oratec zeroed in on anti-infective therapy. The company's playbook was to arm dental professionals and their patients with a comprehensive system for fighting gum disease. This wasn't just about toothpaste and floss; it was about creating a specialized arsenal. The product lineup included professional-strength antimicrobial agents like TheraSol and a range of irrigators designed to clean below the gumline. They provided everything from in-office microbial tests to heated irrigation systems and at-home care devices like the Viajet irrigator. This strategy of owning a specific, high-value niche allowed Oratec to become a go-to source for dentists focused on treating advanced gum disease. For over a decade, the company grew by establishing itself as an authority in its field. Then came the big league call-up. In early 2002, the playbook paid off. Global medical technology giant Smith & Nephew saw the value in Oratec’s focused approach and strong position within the dental community. On February 15, 2002, Smith & Nephew announced it would acquire Oratec for a reported $310 million, a significant exit for the Virginia-based company and a testament to its targeted strategy.