Orlando P. Rodrigues has joined BIOLASE Inc, Irvine, Calif, as vice president for marketing, reporting to Alexander K. Arrow, MD, the company’s president and chief operating officer.

Rodrigues was vice president of marketing for I-Flow Corp from 2002 to 2010, during which time I-Flow revenues grew from $25 million to $140 million. Rodrigues created brand awareness and guerilla marketing campaigns motivating users to adopt the product. Prior to his time at I-Flow, Rodrigues was vice president of marketing for Laser Diagnostic Technologies Inc, a laser medical device company.

The addition of Rodrigues comes as the company separates its sales and marketing departments, with the goal of better optimizing both divisions.

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