CRD: Celebrating 40 Years

During the late 1970s through to his untimely death at the young age of 64, my father, Dr. Ronald Jordan, became a world-recognized researcher, educator, and clinician within the emerging restorative/esthetic/cosmetic dentistry revolution. His focus was both materials research and technique development so that he could confidently share with dentists across the globe how to achieve the very best outcomes for their patients.

The 1980s was a time when “bonding” was emerging and of great interest within the profession. However, bonding was very technique-sensitive, and if not performed properly, the clinical result was often postoperative sensitivity. This was also a time when the bonding era was undergoing a transformation from “dry enamel bonding and glass ionomer liners” to wet dentin and enamel bonding. Although the new wet bonding technique rendered significant adhesive strength, the newest systems again were confusing and difficult to use consistently.

Composite materials were simultaneously improving during the same period, with a transformation from macrofill composites and microfill composites to the new “hybrid” composite materials. Again, learning how to properly place, contour, polymerize, and polish these new composites was not simple; therefore, it required education in order to achieve the desired outcomes.

My father was not only a pioneer in developing the ideal placement protocols, but he and his colleague, Dr. Makoto Suzuki, performed hundreds of clinical trials with the goal of proving which products and techniques resulted in the very best clinical outcomes. Both manufactures and clinicians relied on Dr. Jordan's clinical research to guide them.

In 1986 - my father wrote a textbook, Esthetic Composite Bonding

Dr. Ronald Jordan on the cover of Dentistry Today - December 1989

In 1986, my father wrote a textbook entitled Esthetic Composite Bonding, a comprehensive clinical textbook made up of a collection of chapters written by clinicians who were experts in subcategories of restorative dentistry at that time. The authors of some of these chapters included Drs Buddy Mopper, Norman Feigenbaum, Leendert Boksman and others. The book included detailed techniques on direct composite veneers, posterior composites, porcelain veneers, and many more. The textbook served as a recipe for research-proven techniques and materials, was written in seven languages and is still available on Amazon and other sites today.

1985 - CRD Was Born

I am the second youngest of six children, and during the mid-1980s, I began traveling with my father as he lectured around the world. In 1985, I started CRD under the name Clinical Research Publications, selling technique videos to dentists who attended my father’s lectures. Business picked up quickly when Esthetic Composite Bonding was released in January 1986. I would pack two suitcases full of textbooks and videos and carry them to dental society meetings, state and provincial conventions, eager to share these popular educational tools.

Dentist attendees were always keen to learn which products worked well in my father’s research and, just as importantly, which ones failed. They were hungry for the newest techniques, and my father would deliver eight hours of education in his rapid-fire lectures, sometimes going through up to 5,000 slides in a single day—so fast that dentists struggled to keep up.

During breaks, dentists would approach me to buy the textbooks and videos, but they also asked me questions about the various techniques and products used in the research. It quickly became clear to me that dentists needed help learning the techniques and how to use the products properly to ensure the best clinical outcomes. The sheer volume and pace of information my father presented was overwhelming, and many new products were emerging that were difficult to find—products like Ho Bands, Odus Pella crown forms, Felt non-stick instruments, and Allbond.

Recognizing this need, I began contacting manufacturers and started distributing dental products in addition to textbooks and videos, aiming to satisfy the needs of lecture attendees. As my father and I traveled to 40 or more lectures per year, I developed a desire to learn the content he presented. I realized I could become a resource to my clients, helping dentists incorporate the materials and techniques into their practices.

In the late 1980s, a small innovative company from Chicago took the industry by storm with the introduction of Allbond 2, a fourth-generation dentin bonding adhesive. CRD became one of two Canadian distributors for Bisco products; the other was Ash Temple, Canada’s largest dental dealer at the time. Allbond 2 was all the rage, and I focused on helping my clients use the product effectively, which garnered respect and loyalty.

"Much like my father’s lectures, my approach to the market with CRD was unique — centered onteaching better dentistry. From thebeginning, I have always instilledthroughout the company that CRD must understand the dentistry and the clinical challenges dentists face in their practices."

When my father suffered a heart attack in 1989, I realized that the key to success would be to offer continuing education courses and to work with other key opinion leaders in dentistry. Through education and dental knowledge, CRD has helped dentists across Canada become proficient at what they do, always searching for new products backed by research to offer the Canadian dental market.

2010 - 25 year anniversary promotional flyer

Providing Education and Knowing Dentistry

Providing education courses and truly understanding the clinical dentistry made CRD a sought-after distributor for many manufacturers. My team and I scrutinized every manufacturer and product before offering them to Canadian dentists. I always wanted the best products that solved everyday clinical problems for my clients.

In the early years, I hired excellent staff: Irene Lamonde, Jeanette Smith, and Gary Chadwick, and later Paula Morrison, Peter Alport, Denice Verschuren, John Pittendreigh and many others. These people shared my passion for teaching better dentistry and helped to make CRD a success.

Irene Lamonde
Manager, Continuing Education & Events
Years at CRD: 31 (RETIRED)

Jeanette Smith
Vice President Business Operations
Years at CRD: 33

Paula Morrison
Manager, Continuing Education & Events
Years at CRD: 21

Peter Alport
Manager, Professional Services
Years at CRD: 20

Denice Verschuren
Regional Sales Manager, Ontario
Years at CRD: 20

John Pittendreigh
Manager, Strategic Partnerships
Years at CRD: 21

1994 - Clinician's Choice & Ultradent

1994 was a pivotal year for me personally as well as for CRD. My father, Dr. Jordan, passed away from complications from heart surgery. 1994 was also the year that I started a second company called Clinician’s Choice Dental Products. Inspired by the popular grocery brand President’s Choice, I found leading manufacturers around the world to partner with to develop the Clinician’s Choice products. I was able to customize and test products with key opinion leaders to fine-tune each product before taking them to market. Today, Clinician’s Choice products solve everyday clinical challenges for dentists and are sold in over 28 countries worldwide.

1994

Since 2018

For CRD, Clinician’s Choice products allowed us to diversify our product offering while maintaining control of quality, manufacturing, and most importantly, proprietary distribution control. In addition to Clinician’s Choice, CRD has a long history of choosing to affiliate itself with many of the best companies in dentistry and garnered a reputation for selling only great products.

Evanesce Bulk Cure - New innovative product developed and manufactured by Clinician's Choice and launched in Canada in 2025

As the CRD business grew, it became important to diversify by adding quality products and talented people. In 1994, CRD achieved national coverage by beginning to distribute select products from Ultradent, an innovative company based in Salt Lake City, Utah. Ultradent, founded by the passionate dentist Dr. Dan Fischer, develops dental products that are not only innovative but also leaders in specific categories, including tooth whitening, tissue management, and light curing. Adding Ultradent to the CRD product lineup enabled me to place sales representatives (now known as Clinical Advisors) across the country, further expanding our ability to promote better dentistry.

In 2005, CRD adopted the full Ultradent portfolio, becoming the master distributor for Canada.

"Now an international leader in the dental industry, Ultradent began humbly—in Dr.Fischer’s basement, with his children as its first employees. Considered one of Ultradent’s flagship products, Astringedent™, and later Viscostat™, resulted from Dr. Fischer’s insight, determination, and willingness to work after hours—using his own blood to test his efforts—to produce exactly what he felt the market needed.”

Astringedent - first product developed by Ultradent

Astringedent - current bottle

Dr. Fischer at an Ultradent booth in the 80s

Dr. Dan Fischer at a tradeshow early on in Ultradent's history

Mike Emery, John Pittendreigh, Dr. Dan Fischer and Lawrence Marmai in 2024

1997 - Cosmedent

With a focus in restorative dentistry, I looked to broaden our product offering with companies that were like-minded, such as Cosmedent in 1997. Cosmedent is a leader in composite restorative materials and is very active with continuing education throughout North America. They have amazing products such as Renamel, Insure, FlexiDiscs, and Cosmecore. Through our shared focus on education, CRD began offering CE courses utilizing educators from Cosmedent, namely Dr. Robert Nixon, Dr. Bob Margeas, Dr. Marcos Vargas, and most recently Dr. Dennis Hartlieb.

CRD’s reach continued to grow, and so did our continuing education programs offered across the country. Education is a vital component of CRD’s mission to help dentists improve patient outcomes in Canada. We have continually advanced educational opportunities to Canadian dentists as well as developed new ways of providing education. CRD became experts in facilitating hands-on courses across the country. Innovation in education is another strong aspect of our comprehensive CE program.

Dr. Buddy Mopper at a Hands-On Course

CRD - Cosmedent flyer

2008 - Bioclear

At CRD, we are heavily invested in continuing education and position ourselves at the forefront of dental innovation, both in product development and acquisition. As well, we are often the first company to introduce the latest materials and techniques to our Canadian clients. This is evidenced by our introduction of Bioclear to Canada in 2008. Bioclear is an innovative matrix system developed by Dr. David Clark. Bioclear solves many challenging clinical problems, such as diastema and black triangle closure in anterior composite restorations. Bioclear also challenges the 100+ year-old concept of tooth preparation developed by G.V. Black. Bioclear removes less tooth structure, eliminates sharp line angles to improve composite adaptation, and preserves tooth structure for improved restorative longevity.

"We recognize the need to not only distribute innovative products but to educate our clients on the science and practical use of new products."

This belief reduces trial and error in the dental practice and allows our clients to immediately incorporate new solutions into practice with confidence. Bioclear is a product that can transform a dental practice; however, it can be technique-sensitive, so a Bioclear CE course is a must.

Dr. David Clark, Eleni Stathatos and Dr. Rafael Bustamante

2013 Bioclear flyer

Hands-OnLine Live

During COVID, when dental offices were either shut down or reps not allowed to visit, our team promoted Hands-OnLine LIVE. As the first online hands-on dental courses ever offered in Canada, Hands-OnLine LIVE was launched just in time the previous year. At CRD lectures, we asked presenters to perform live hands-on demonstrations of specific techniques, which allows for a better understanding of how to perform the techniques presented. With Hands-Online LIVE — inspired by Drs Andrea and Bob Margeas — we can deliver a hands-on experience, but where dentists participate in the comfort of their own offices. Today, the platform hosts both live and recorded hands-on courses and webinars.

Many Thanks for 40 Years

Building a business over 40 years is a labour of love—a slow process that involves good decision-making, an understanding of the dental market, and, more importantly, knowing the challenges dentists face day to day. CRD and its relentless pursuit of teaching better dentistry was inspired by my father’s ability to teach dentists throughout the world how to understand and utilize the valuable knowledge and lessons learned from research clinical trials.

Our company name, Clinical Research Dental, was chosen because of the importance that research plays in the mastery of clinical dentistry. CRD is a true Canadian dental company: beyond the distribution of dental products, our team understands dentistry and the clinical challenges that dentists face. Our exceptional clinical advisors are trained to help our clients navigate clinical challenges and to assist them with bringing new technologies and techniques into the dental practice.

At CRD, we believe our knowledge of dentistry can help Canadian dentists achieve the very best clinical outcomes by providing innovative products supported by leading education and focusing on clinical excellence.

As the founder of CRD, I would like to take this opportunity to thank my business partner, Mike Emery (CRD President), our senior leadership team, and our amazing CRD sales, marketing, and operations teams who have breathed life into my dream of building a truly amazing company. CRD’s success could not have been possible without the thousands of Canadian dentists whose dedication and shared goal to provide the very best clinical outcomes for their patients— we thank you all!

Peter Jordan & Mike Emery

Discover More

This article was published in the Clinical Life™ magazine:

Fall/Winter 2025 edition

Clinical Life™ magazine is a premier periodical publication by Clinical Research Dental Supplies & Services Inc. Discover compelling clinical cases from Canadian and US dental professionals, cutting-edge techniques, product insights, and continuing education events.

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