Fellas Fellas Fellas, this is a troll looking to rile things up, so forget him/her/Pat (u know, from SNL back in the day).
Bottom line, Straumann will have two sales forces competing against one another. I can see the scenario's popping up throughout the country. A surgeon questioning the Straumann rep regarding a Neodent rep targeting their GP's. How will the Straumann rep explain that? If you have not noticed, the press release, nothing has the Straumann name behind the U.S. launch. And for good reason. Straumann is trying to build a 'firewall' to insulate for as long as possible the pairing of both companies. The true test to this will be at the AO, or any upcoming major meeting for that matter. If NeoDent is in the same booth as Straumann, then that's ballsy. My money is that they are NOT.
The firewall technique may have worked prior to the internet or social media. But not today, to boot the other competing reps spreading the truth to the Specialists. It's going to come from all angles and it will be interesting to see how the damage controls is implemented.
Other major players may attempt to do something, because the other truth is that the value market does exist. It's a question however of whether a dual brand strategy is the way to go, or simply offer a choice to the GP's, without the same support a specialists would receive.
Time will tell.