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27Dental Tribune Middle East & Africa Edition | January - February 2014 events What are your plans for the coming year 2014? It started in 2013 with the ope- ning of our Dubai office where we hired Tarek Haneya in the capacity of Area Sales Mana- ger for the region of Middle East & Turkey. We are plan- ning more resources for the area and momentarily we are in the final stages of planning our education program for the full year. The program will in- clude courses on different le- vels and here at the 1st MENA Symposium we have made a start to a long number of sym- posiums to come in the near future. Ormco worldwide ap- plies the same strategy which has proved to work success- fully and corresponds to what orthodontists are looking for today. The orthodontist does not just want to buy brackets but learn about them, share expe- riences and improve the clinical outcome making of- fice life easier and that is ex- actly what we are working on. Can we expect any new solu- tions the coming year? At this 1st Mena Symposium we took the opportunity to introduce our new system Ly- thos, our new intraoral scan- ner which is the more recent technology in intraoral scan- ners moving from the com- puter with screen set-up to a more compact, light, full mo- bile scanner technology. The scanner technology is just a catalyzer of the digital tech- nology with the key being In- signia – we don’t want to sell a scanner but provide a tool that help people achieve and use insignia helping them have a customized appliance for all general and specific patients. How do you plan to create awareness for Lythos in the coming year for the region? E d u c a t i o n using journals and newspa- pers such as the Dental Tribune, being present at the main conventions and mee- ting customers, that’s why we are here. I think it is one of the first occasions in the history of Ormco in the region where we are really starting to show what we are best at. What about competition in the region? How do you compare yourself to them? I would say Ormco started re- ally to be present one year ago when we opened the office; you have to work and feel eve- ry day in the region if you want to be successful here. We have several competitors from low- end to high-end. One of their advantages is the fact they have been present here for a long time but our strengths is if you look at our market share worldwide and how we perform in Europe ,Asia or in the USA, we apply a working strategy which delivers to the expectations of the customers and we firmly believe that the middle east orthodontists will be pleased to work with us. Ormco is known as a brand, we do not have any issues with brand loyalty, we are one of the companies which is very well known in Orthodon- tics so we just need to make the things happen here. Do you plan any activities with students in the region? Of Course! Part of the educa- tion is going to universities, partnering with universities like we are doing with most of the countries where we have partnerships, trainings, we are bringing speakers to the universities so we are current- ly getting in touch with some of the key dental colleges in the region and it is a process so we are working on that. It is part of the business strategy. Anything else you would like to share with the readers? We are really happy and proud to be here. Like we said in the symposium, we had a dream 12 months ago to be here in front of the 250 orthodontists from the region that came to our show and this dream be- came a reality thanks to the big teamwork including our local partners, some of the lo- cal orthodontists and speakers we have here and the team of Ormco that made it possible. I think it is a great achievement so we are very happy to be in this nice region. “Numerous clinical cases were presented that clearly demonstrated the advantages of self locking braces.“ - Dr. Dalia El-Bokle “It was great event for the Middle East and North Africa Orthodontist.“ - Dr. Faraj Behbehani