implants - international magazine of oral implantology International Edition

I interview The time has come Interview by Jürgen Isbaner 40 I implants1_2014 _By the end of last year, BEGO Im- plantSystemsGmbH&Co.KGintroduced their long-awaited new implant system. With regard to the—especially in Ger- many—highly competitive implant mar- ket, where numerous providers of im- plantological products compete with each other for the same target group, in- novations are of particular importance. Our editors interviewed Dr Nina Chuchracky, head of product marketing BEGO Implant Systems, and Mr Walter Esinger, CEO of BEGO Implant System. Among oth- ers, they talked about current trends in implantol- ogy and the latest implant systems. _Dr Chuchracky, Mr Esinger, how do you assess the potential of the German implantology market with respect to your company’s strategic orienta- tion? Dr Chuchracky: In advance to our development project, we have observed and assessed some trends, which have established themselves on the globalimplantologymarketinrecentyears.Accord- ingtoourobservations,between40and70percent of the users prefer tapered, self-tapping implants. Our products were only partially suited to accom- modate these customer demands. Those products, which were introduced at the DGI Congress, fully correspondtothemarketdevelopment, helping us to gain ac- cess to a new range of customers with whom we will meet our high growth expectations. _BEGO has been “ex- pecting” the new addition to their product portfolio for nine months. This un- precedented advertising campaign has caused a stir. Are the proud parents happywiththeresult? Mr Esinger: Yes, we are very pleased with the result. Our expec- tations have even beenexceeded.Wehadmadetheconsciousdecision to “abandon” our well-known corporate design es- pecially for this campaign in order to enhance both print and online media attention by the special colouring. _Ofcourseweareeagertolearnthenameofyour “offspring”. MrEsinger:Theyaretwins.Ournewimplantsys- tems are named BEGO Semados ®RS and RSX. _What is special about this “offspring” in com- parisontoitsolder“siblings”? Mr Esinger:Thetwinsareentirelynewdevelop- ments. However, we have made sure not to aban- don the positive properties of our well-known BEGO Semados®S and RI implants. The new im- plants therefore have the same surface as S and RI implants, the TiPurePlus surface. The tapered con- nection has remained unchanged as well. There- fore, all known prosthetic components are com- patible with each other. New additions are the bionicdesignofthethreadandespeciallythemicro threads at the implant neck (patent pending). Dr Chuchracky: In addition to a version with a machined implant shoulder, there will be another version with a fully structured neck. This way, users can choose according to patient-specific demands andtheirownpreferences.Bothofthetwosystems alsofeatureanintegratedplatformswitch.Thecut- ting flutes have been designed to create an opti- mum length of the bone graft. Bone grafts are transportedcrestallyviathecuttingflutes,thusen- suring an especially high primary stability, which contributes to a fast osseointegration after im- plantation. Fig. 1_Jürgen Isbaner, Chief Editor ZWP Zahnarzt Wirtschaft Praxis, the leading German dental magazine, in a conversation with Dr Nina Chuchracky, Product Marketing Manager BEGO Implant Systems, and Walter Esinger, CEO BEGO Implant Systems. Fig. 2_The three-month advertising campaign by BEGO, "Expecting" reaches its peek with the "birth" of the twins. Fig. 2 Fig. 1