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Dental Tribune Middle East & Africa Edition No. 3 2015

50 Dental Tribune Middle East & Africa Edition | May-June 2015interview An Interview with Torsten Oemus, CEO of DTI ByDentalTribuneMEA/CAPPmea D UBAI, UAE: In this in- terview, Dental Tribune MEA speaks with Tor- sten Oemus, CEO and founder of Dental Tribune International (DTI), who shares his views on dentistry and the dental industry as a whole, placing particular emphasis on the Middle Eastern region. It has already been three years since CAPPMEA became the official licence owner of Dental Tribune Middle East and Africa (MEA). Dental Tribune MEA/CAPP- mea: Mr. Oemus, it is a rare occasion for us to have you on the other side of an interview table. Could you tell us how you began DTI and the moti- vation behind it? Mr.TorstenOemus:Itallstarted 20yearsagoasafamilybusiness. My father was an orthodontist, my mother and my grandmoth- er were general dentists, and, therefore, dentistry and the challenges it presents to dentists were daily discussion topics in my family. While I was study- ing economics, I realised the need for more business-orient- ed information and training for the dentist as an entrepreneur, something that was not taught in dental schools. We launched a business magazine and a busi- ness school for dentists in Ger- many, an idea that took off im- mediately. Within ten years, our German operation had become the leader in German-speaking markets and created a strong basis for an unprecedented in- ternational expansion. About ten years ago, I founded DTI to cre- ate a global platform for dentists to share their knowledge and experience—from dentists for dentists. What started as a dental newspaper has today become a multimedia powerhouse, reach- ing over 650,000 dentists in 27 languages in over 90 countries. My vision was to create a net- work for dentists to serve their information and education needs 24/7 based on best prac- tices from around the world, but in their local language. How does DTI differentiate it- self from other dental media in the market? DTI’s greatest differentiator is its global perspective combined with local relevance. We invite the best publishers to join our global network and provide them with a vast database of globally produced materials. The local editor is in charge of choosing and supplementing the best materials for local market needs and of presenting them in the local language and style. Furthermore, we strive to be as innovative as practically possi- ble and to invest in content pro- duction for all channels: print, e-papers, e-newsletters, online, mobile, events and e-learning. A good example of how this dis- tinguishes us from other pub- lishers is our highly successful e-learning community brought together via the Dental Tribune Study Club, offering over 600 free continuing education pro- grammes. Over 200,000 dentists worldwide have already signed up and are fulfilling their con- tinuing education requirements online. This comprehensive ap- proach is rather unique in den- tal media because it requires a great deal of resources and con- stant innovation. At the end of 2012, a new edi- tion enriched the DTI port- folio, a partner for the MEA region. Why did you chose CAPPMEA as your partner for the MEA edition? We had been trying to enter the MEA market for several years, but simply lacked a well-estab- lished professional partner, such as CAPPMEA. When I met and talked with Dr. Dobrina Mollova in 2012, I immediately became convinced that this would be a perfect relationship. Dr. Mollova and her business partner, Mr. Tzvetan Deyanov, had earned an excellent reputation for con- vening world-class events, con- ferences and continuing educa- tion programmes throughout the Middle Eastern region, and they worked very hard for the success of their clients. This was exactly the kind of partner we had been looking for. They have proved to be the right choice. What are your thoughts on the dental market in the Mid- dle East and the change in ac- tivities seen over the last three years since Dental Tribune MEA began its operations? Despite the unfortunate politi- cal turmoil in some parts of the region, the MEA dental market has seen solid growth over the few last years and has become a focus of investment for the inter- national dental community. All major competitors have opened regional offices, showrooms, training centres and even new dental schools. Major interna- tional conferences and trade shows have also been organised in the region. These activities demonstrate the increased im- portance of the region and are the drivers of the need for mod- ern communication channels and educational content. Dental Tribune MEA serves these needs via its very popular print edition, show dailies at major dental meetings, and daily newsfeeds online. No other publisher offers the dental community across the Middle Eastern region up-to- turer developed several inte- grated digital solutions for effi- cient workflows in implantology, endodontics, orthodontics and prosthetics that are presented at this year’s IDS. Sirona looks back at a long histo- ry of developing digital solutions to improve dental workflows. “Twenty years ago, not only did we put the first digital pano- ramic X-ray machine on the market, but as many as 30 years ago with CEREC, we made digi- tal impressions and computer- aided dental restoration suitable for office practice,” Slovin said. “Our path and the history of the company stand for successfully clinically tested and scientifical- ly proven technologies that set quality standards.” Among other things, the com- pany aims to set standards in the field of digital imaging by in- troducing a completely updated product range for intraoral, 2-D Jeffrey T. Slovin, President and CEO of Sirona spoke about the product novel- ties Sirona is introducing at IDS. (Photograph: Dental Tribune International) Sirona press conference on 10 March Mr. Torsten Oemus, CEO DTI Sirona introduces broad digital product line-up at IDS ByDentalTribuneInternational C OLOGNE, Germany: Under the motto “Proven Digital Solutions”, global dental manufacturer Sirona pre- sented many product novelties for the modern dental practice and laboratory on 10 March at the International Dental Show in Cologne. Sirona’s new prod- ucts aim to support the work of dentists with innovative instru- ments and equipment, as well as provide efficient digital work- flows and optimal comfort dur- ing treatment. The company sees itself to be one of the main drivers of digi- talisation in the dental industry. “Sirona quite simply is digital dentistry,” said Jeffrey T. Slovin, President and CEO of Sirona. To digitalise and thereby simplify dentistry, the global manufac- and 3-D radiography as well as the novel SIDEXIS 4 software for capturing, processing and archiving X-ray images. With its innovative digital X-ray technol- ogy and the perfect interplay be- tween hardware and software, Sirona’s imaging systems ensure a reliable diagnosis, even in complicated cases, and yield X- ray images of the highest quality and free of noise. Sirona employs a workforce of 3,300 at 29 locations worldwide andmarketsitsproductsinmore than 135 countries on all conti- nents. The company develops, manufactures and markets a complete line of dental products, including CAD/CAM restoration systems (CEREC), digital intra- oral, panoramic and 3-D imag- ing systems, dental treatment centers and dental handpieces. date and comprehensive media like Dental Tribune does. Even within the Dental Tribune net- work, the Dental Tribune MEA edition is famous for its early adoption of new projects. It has contributed multiple innovative ideas, such as the implementa- tion of e-papers into e-newslet- ters and the editorial feature of specialist dental clinics for mar- ket referrals. This year, CAPPMEA is cel- ebrating its tenth anniversary during the tenth CAD/CAM and Digital Dentistry Inter- national Conference in Dubai. What is your impression of the rapidly developing digital market? Firstly, I wish to congratulate CAPPMEA on reaching this im- portant milestone! The CAD/ CAM and Digital Dentistry In- ternational Conference in Dubai is one of the largest global gath- erings concerning the latest developments in digital dental technologies. The conference has certainly paved the way for the high acceptance of the digital workflow in dental of- fices across the region and worldwide. Digital dentistry is not simply a trend, but it will continue to change the entire workflow in dental offices and is certainly changing the way all service and product provid- ers interact. Thousands of new digital products have recently been introduced at the Interna- tional Dental Show. Their com- mercial success and acceptance, however, highly depend on the effective communication of their benefits and on the training of dental professionals on how to integrate them into their daily routines. Product innovation is not an issue; changing long-es- tablished workflows certainly is. I am fairly sure that dental pro- fessionals will adapt to competi- tive advantages. We might even see entirely new professions be- ing created, combining clinical, technical and engineering skills, which are needed to operate complex CAD/CAM devices. How will DTI continue to de- velop, improve and better serve its clients? We regard these dramatic changes in the marketplace un- doubtedly as an opportunity for our business to grow, as com- munication, information and education are key drivers of the market. We will further develop our media portfolio, together with our reach, in response to the market. Our main growth areas right now are the further expansion of our e-learning community (www.dtstudyclub. com), the new event formats, such as the Digital Dentistry Show (www.ddsworldshow. com), and our high-end Trib- une CME programmes (www. tribunecme.com). All these ini- tiatives serve the purpose of cre- ating strong global communities and marketplaces with a critical mass through a global reach, where dental professionals and product and service provid- ers can effectively interact and achieve their goals.

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