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26 Dental Tribune Middle East & Africa Edition | January - February 2014industry offer working very closely with our Dealers and why doctors choose our company. Starting with the inauguration of the Carestream Training Centre at Ajman University, can you elaborate on the plans for the Middle East? Fritz Dittmann: The main plan is obviously growth. You have to grow sales and services side by side. With our huge install base in the Middle East we are represented in most countries in the region so our distribu- tion channel is set, running and effectively working. We are working on constantly helping our dealers to facilitate better training and provide easier ac- cess to training to the end cus- tomer. That was the purpose of setting up the training centre here at Ajman University. The future looks fantastic, we have a product pipeline which is re- ally exciting. Next year we are launching three new products of which one is very exciting and significantly high tech sci- ence. Fortunately the technol- ogy is becoming very detailed and the necessity to train and educate the end users to cope and work with the technologi- cal advancements is essential. Dave Pullen: When we talk about the Middle East, we mention the continuous im- provement and that is why we are here today. Regarding the Ajman University, I had no idea about its super organiza- tion. When I first arrived to Ajman University I said I was very impressed and that was even before meeting the peo- ple behind the magnificent or- ganization. If you see the facili- ties and then meet the people, it is a great pleasure to work with such great people. It is not easy to invest in a training centre and we look forward to working with the University to improve the needs of the den- tists. Do you plan to focus on the Dental Technicians as well? Fritz Dittmann: Initially the concept was to train the techni- cians here but we are extend- ing this now due to the techno- logical advancement and the demand for the dentist to be trained. When you talk about three dimensional imaging, dentists do not learn about this subject at university so there is a real need for training them. When investing a hefty sum of money for a high technological state-of-the-art training centre the dentists can take advan- tage of the full benefits. What we certainly did not want to have was someone buying new machine, spending money and just having the machine stand- ing without being used which unfortunately happens some- times in the industry. Dave Pullen: The new system of Carestream is about restora- tive dentistry, taking digital dentistry and expanding it as we all know the future is digi- tal. Making restorations and crowns is a big future for us. We are excited to be able to take an existing product like the CBCT image and turn it into an image from which you can make a crown. Recently our Research & Development team just passed the CS3500 which is the powder free scan- ner allowing dentists to scan the teeth without taking im- pressions. The future is very exciting. Our new scanner is much simpler than other products available, we have seen the other products and the main goal of our R&D in Shanghai was to improve it and you can now make a res- toration in 10 clicks. We have a couple of doctors in Florida, USA who are testing our scan- ner and have used everything available on the market and if they are saying that restora- tions can be made by ten clicks Why did you choose Ajman University as your partner? Fritz Dittmann: We had three options, either use our office at Safa Park Dubai, Renting a new facility or work with a university. Considering our op- tions we had to think about in- vesting in the expensive equip- ment, have easy access for our customers and we needed to have a leaded room with legislation to be able to take xrays. Ajman University was the perfect choice and once we knocked on the door it hap- pened immediately. Ajman is very close to Dubai, a thirty minute drive and once we met the people and visited the loca- tion we were convinced this was the place for our Centre. The university also was plan- ning to further enhance their Research & Development so the vision is a good fit for both parties. What we certainly did not want to have were our units just standing around in a room, invest a lot of money and just use them during train- ing courses. This is a great joint venture and the univer- sity gets very high technologi- cal equipment which they can use as a training facility and at the same time we can show- case it to potential customers and answer some of the more clinical questions of our exist- ing clients. than we have to listen to them. There is a real opportunity to make it easy, simple and chair side. For a patient for exam- ple, there is a two-three week process but with our scanner this can be done with in under 2 hours!. What we do is make innovation simple and some- thing easy for the doctor to use whether it is an intraoral or extra oral, then you go into 3D and then CAD/CAM to make it easy and simple. The educa- tion of Digital Dentistry is very limited and education through conferences such as the ones CAPP organizers and the Den- tal Tribune newspapers and magazines are very important. Fritz Dittmann: The new scan- ner was showcased for the first time in the Middle East at the 5th Dental Facial Cosmetic International Conference in Dubai last November at the Carestream stand. What we strive to achieve through the Carestream triangle Logo is Humanized Technology, Digi- tal Excellence & Workflow Integration. If you take the Mi- crosoft products we use in our daily computer lives we proba- bly only use 10% of the full ca- pabilities which are enormous. That for me is an example of non-humanized technology. We only use bits of it. We have to use technology which allows us to use the full spectrum and understand what the benefits are when using it to the maxi- mum. > Page 11 > Page 27 ByDentalTribuneMiddleEast D UBAI, UAE: The 1st Ormco MENA Sym- posium took place on 06-07 December 2013 at the Emirates Towers in Dubai, UAE. Dental Tribu- ne Middle East covered the historic event and caught up with Xavier Cherbavaz, Di- rector for France and Emer- ging Markets. DTME: Xavier Cherbavaz, a pleasure to meet you here today. What can you tell us about Ormco here today? Xavier Cherbavaz: Ormco is an orthodontic manufacturer existing over 60 years alrea- dy and today we are proud to be one of the most innovative companies in orthodontics. Our product portfolio ranges from traditional or- thodontics to the high end digital orthodon- tics with Insignia and this is what we are presenting here starting from the traditional and going to- wards the high end such as DAMON which is one of the main products used in ortho- dontics today. How do you make sure the or- thodontists pick your system with the highly competitive industry in the region? Innovation is one of the major parts, for example DAMON is not a bracket but a system, an association of different appli- ances, brackets, wires, tubes and more which shows our system approach but at the same time we deliver not only products but total solutions. Our aim is to provide pro- ducts and solutions that help doctors to achieve better cli- nical outcomes for the patient and to improve their professi- onal life in the office. Our vi- sion and our mission is “Your “First Ormco MENA Symposium attracts 250 loyal users to Dubai, UAE“ Practice is Our Priority” which defines that it is not just pro- ducts but also education. One of the core advantages of Orm- co is our education program and we are showing it here today, more than 250 people with over 19 nationalities and more than 10 speakers from 3 different continents. What support do you provide to your clients? Education is the main driver. This symposium is a snapshot of what our speakers have ex- perienced and achie- ved. We have a large program of education starting with three le- vels including study clubs. The idea is to teach and assist the clients to continue to learn. At our workshops in these two days we were showing presenta- tions with stats pointing out to our current DAMON users how they can leverage the technology and system to hig- her extents in order to achieve greater clinical outcomes. “The first MENA symposium was a great success.“ - Dr. Dalia El-Bokle “It dealt with the latest advances in Orthodontics.“ - Dr. Dalia El-Bokle Xavier Cherbavaz, Director for France and Emerging Markets, Ormco.