ADIA is the peak business organisation representing manufacturers and suppliers of dental products. Our vision is for an industry that empowers oral health professionals to advance the health and wellbeing of all Australians...................... — ADIA Strategic Plan

2014 Winner —
ADIA MW Partners Dental Industry Professional Award

The ADIA MW Partners Dental Industry Professional Awardaward recognises individual success in strengthening either an employee’s company or the entire dental industry thus encouraging other individuals to also achieve their professional goals. The award covers activities that include, but are not limited to: mentoring new staff; team leadership that solves a problem or develops a new product; service to the industry or the association; extraordinary sales success; and building relationships with key stakeholders.

Winner — Dr Michael Sernik, Prime Practice
2014 ADIA MW Partners Dental Industry Professional Award

Dr Michael Sernik from Prime Practice has been awarded for the development and refinement of the internationally renowned Primespeak, advanced communication strategies for dentists.

After twenty three years working as a successful dentist, Dr Sernik realised there were significant shortcomings with most dentists’ communication skills – dentists were, generally speaking, ineffective at communicating with their patients about their treatment options. With scarce availability of resources to address this, Dr Sernik made it his mission over the next ten years to develop the internationally renowned Primespeak, teaching advanced communication skills to dentists.

The judges were impressed that Dr Sernik was able to create a shift in the normal dentist-patient communication paradigm through his efforts in developing Primespeak. Rather than merely presenting the cheapest treatment options out of the fear of being rejected, Primespeak teaches dentists how to present the available alternatives, get their patients to own their dental conditions and make informed decisions, all the while building trust and long lasting relationships. Primespeak is also able to be integrated into every possible point of patient interaction with techniques to teach all staff at any practice including dental assistants, practice managers and dental hygienists.

To find out how Dr Michael Sernik and Prime Practice can help with your communication with your patients, visit:


Finalist — Dr Toni Surace, Momentum Management
2014 ADIA MW Partners Dental Industry Professional Award


Dr Toni Surace from Momentum Management is recognised for improving the content of the already successful Momentum Management courses to increase relevance and effectiveness in delivering key business skills for dental practices.

For her clients, this has culminated in: improved business management and increased performance by implementing better systems and time management practices; better staff engagement and performance; modern marketing plans designed to increase patient uptake through referrals, retention and measured spend on media; a heart and soul approach, where financial gain is an outcome and not a driver.

These strategies by Dr Surace have seen her clients report extraordinary results such as: increase in productivity as measured on an hourly basis: increase in productivity for the whole practice; significant returns on investment from the Momentum Management program and; being able to work one month less a year.

See more of Dr Surace’s strategies developed through Momentum Management by visiting:


Individuals and companies within the Australian dental industry were encouraged to self-nominate for this award addressing questions that provided a clear demonstration of accomplishments against award criteria. The submissions were assessed by a panel of independent industry judges with the impartiality, expertise and experience to make a considered decision.

Be inspired about the stories behind the businesses and individuals who were recognised in the 2014 ADIA Westpac Health Dental Industry Awards which are set out in the awards review:

Download the awards review —

2014 ADIA Westpac Health Dental Industry Awards Review [PDF]

The awards program was made possible with the generous support of award sponsors Wellsites, Bite Magazine, Medfin Finance, MW Partners Chartered Accountants and major sponsor, Westpac Healthcare.

Member Engagement —

ADIA provides leadership, strategy, advocacy and support. Our members set our agenda, fund our activities and directly benefit from the results. With respect to the ADIA Dental Industry Awards, members contribute to the success of this awards program providing advice and guidance to staff in the national office by serving on the ADIA-ARC Awards & Recognition Committee.

Further Information —

If you have an interest in the ADIA Australian Dental Industry Awards for updates subscribe to the Twitter feed @AusDental or follow us on Facebook at Alternatively, you can contact the Association via email at by telephone on 1300 943 094.


This information is available for your use under a Creative Commons Attribution 3.0 Australia licence, with the exception of the ADIA logo, other images and where otherwise stated.

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