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Dental Tribune Middle East & Africa Edition

DENTAL TRIBUNE Middle East & Africa Edition | Jan-Feb 2013 by Dental Tribune Middle East & Africa D UBAI, UAE: Sirona is the world’s largest manufacturer of dental technology and amongst inno- vation leaders in dentistry. Pre- ferred partner for many dental practices, clinics, dental laboratories and authorized distributors worldwide. The company de- velops, manufactures and markets a com- plete line of dental products. Dental Tribune Middle East & Africa interviewed Dr. Amro Adel, Sales Manager for the GCC Markets to find out more on Sirona in The Middle East. Dental Tribune Middle East & Africa: Siro- na has over 10,000 dental clients in the en- tire GCC region, this means big support, big responsibilities, big planning. What are the plans for 2013? Dr. Amro Adel: Well there’s always a plan for the GCC. We always have many services we provide to the dentists. We cherish the support of our customers and we always try to give them the best service possible. Nowadays we are very keen to give them the updated equipment and units from the market, to give them technical support di- rectly from Sirona along with our dealers, and this is something no other company in the Middle East actually do for their cus- tomers. With the support Sirona provides to our customers nowadays, we can rank ourselves amongst the first companies in the entire Middle East with such services. What is the feedback you receive from your clients? Feedback is always welcome. Mostly we receive positive feedback and sometimes negative, but supportive, feedback which is a good thing. Negative feedback and competition are always welcome to have, without this we cannot improve. I believe all feedback we receive, negative, positive, thankful or harsh replies, will always keep us on the right track and lets us know what to do next. Indeed the feedback will lead to improve- ments, new developments and innova- tions. What about the coming year, 2013, what are you planning for your clients? The coming year, 2013, is a key year in the industry with major event such as IDS Co- logne, CAD/CAM & Digital Dentistry Dubai and AEEDC Dubai. You know that we are already very present in the Mid- dle East, we have the AEEDC in Febru- ary followed by IDS in Cologne in March and CAD/CAM Digital Dentistry in Dubai again in May. During this period we are coming out with a huge variety in different, new products along the lines of what we are representing in the market (from im- aging, CAD/CAM, instruments and dental units) and I hope that all dentist will have a chance to visit us at these conferences to explore what new things Sirona is bringing to the market. Any hints on what we can expect? What I can hint about is that we are chang- ing lots of products. First of all I cannot give you any information about the new ones, but I can give you information about the updates that we have on existing units and the first being the camera which we introduced onto our CAD/CAM system, which is the Omnicam. This is the dream of what dentists were looking for before, the powder free camera, the anatomical ex- act-like filming of the mouth. Like a camera it’s very easy to use, it’s something that ev- erybody will be looking forward to have: a small size camera that can reach even more the non accessible areas to take pictures. So I think this is something very unique and all of our customers are welcome to see it very soon, because we get the new prod- ucts very fast, we will show it at the 4th DFCIC in the coming week in November in the Jumeirah Beach Hotel so I think this will also be a good chance for the dentists to have a look. Dr. Amro, you have vast experience in the Middle East and GCC region, according to your opinion, why do you think so many dentists chose Sirona in comparison with the rest of the industry? Why does Sirona stand out so much? Well it’s not a matter of choice, it’s a mat- ter of what we offer: A fully dedicated team that supports the market unlike any other company in the whole Middle East region and this team actually is consisting out of many dentists as well as technical manag- ers who are basically engineers. The team has only one focus which is “what we say is what we do”, we promise you something and we always deliver and at the end of the day Sirona wants to reach each and every dental clinic and inform them about what the new products are. To my opinion, our crew gained the trust of all these dentists, by working in the market now and that is what they are really looking for, focusing on their needs. We are not looking only for sales, we offer support on the scientif- ic base and this is also something different that we deliver to the market. In addition, we also have lots of subsidiaries worldwide which dentists like. You look at the market in UAE and the market in Qatar, you will not only find local dentists but lots of in- ternational dentists move from all over the world to come to the region to work. So as long as we have our subsidiaries serving dentists outside the middle east or even better, we give them another impres- sion that we are also doing better than the competition proving that Sirona from one region to the other are doing their best to support their customers. So we are gaining the trust of our customers bit by bit, and to my opinion this is what Sirona is looking for momentarily, to prove that we are the best, prove that Sirona has the real name ‘Sirona The Dental Company’ and at end of the day; unique products, dedicated peo- ple, and here we go. In addition to the Dentists, Sirona also tar- get the Dental Technician, an important part of the dental team. Could you empha- size on the services and trainings you pro- vide them? In the region here we have lots of profes- sional dental technicians and the sector for dental technicians is actually a section that we are really focusing on at the moment, there is a full support from our CAD/CAM division to support our product, which is the inLab CAD/CAM system, now con- sidered to be one of the pioneering prod- ucts in the market proving really good in lots of countries such as Kuwait, UAE and in Egypt, a long way through The Middle East. We have an excellent feedback about our products so far and what I can say is that we started to ranked very good in the market in the lab site, and the idea behind this, why we reached this point at the mo- ment is because we are really focused. The dental technicians really need more sup- port and they really need the companies to focus more on their needs. It iss not just playing around with a computer saying I can design CAD & CAM, but it’s also the support that you get from the principle company, the support that you get out of them in the way that I can reach my goals, I can deliver: when I ask my customer to pay for something he pays because he knows exactly what is quality. So I believe that the dental technicians will be playing an im- portant role in our future, and the CAD/ CAM system we’re delivering at the mo- ment will be exactly like the clinical side more and more improved based on the feedback. We will be backing up the dental technicians for sure. To summarize, Sirona not only offers the full total package with your solutions but also offers the full aftersales service which is even more important to dentists, dental technicians and dental clinics nowadays? We always have and will always do our best to do so. Dr. Amro, is there anything else you would like to share with us? Thank you very much, we are always look- ing forward to such kind of meetings, such kind of interviews where we can display a wide screening of what exactly the princi- ples of the company are and what we are doing here in the region. We achieve our goals, we do our jobs and at the end of the day it’s a win-win situation. Thank you Dr. Amro Adel, we wish you all the best in the very important coming year for Sirona and yourself. Interview: 'It is not a matter of choice, it is a matter of what we offer' "The coming year, 2013, is a key year in the industry Overlook of the state of the art Sirona office showroom in UAE Technical Training facility CAD/CAM Training Facility Continuous Education Programmes: Part of Sirona Training Facilities. Dr. Amro Adel and Mr. Sebastian Schäfer Dr Amro Adel Sales Manager GCC Sirona Dental Systems GmbH amro.adel@sirona.com Contact Information 8 INDUSTRY

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