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4 Dental Tribune Middle East & Africa Edition | July-August 2015interview “3M ESPE innovative solutions for dental professionals” ByDentalTribuneMEA/CAPPmea D ental Tribune MEA/ CAPPmea: 3M ESPE is based with its regional hub in Dubai. What does 3M ESPE offer dentists and den- tal technicians in the MEA re- gion? Elena Golubeva: In MEA re- gion 3M is offering wide range of dental products and solutions for direct and indirect restora- tions, pediatric dentistry, pre- ventive treatment. In addition, we integrate advanced digital technology and materials sci- ence through CAD/CAM den- tistry and digital impressions. Dentists can choose from the broad portfolio of restorative materials including one of the most advanced composites on the market - Filtek™ Z350XT Universal Restorative. With over 400 million restorations glob- ally (using Filtek™ Supreme Re- storative line), Filtek™ Z350XT Universal Restorative is the one composite that can do it all. It’s ideal for aesthetic anterior res- torations but also strong enough for posterior restorations thanks to the true nanotechnology in- troduced by 3M ESPE in 2002. In the impression category 3M ESPE offers polyether impres- sion materials widely used by dentists all over the world and repeatedly winning various awards. Having unique product characteristics such as outstand- inghydrophilicityand“snap-set” behavior the polyether materials help achieving outstanding clin- ical results. In combination with Pentamix™ Automatic Mixing Unit dentists can benefit from a verywell-tunedsystemdesigned to provide high quality void-free mixtures and make procedure faster and more convenient. RelyX™ Unicem resin cement family is one of the most trusted solutions in self-adhesive ce- mentation. In 2013 Dental Ad- visor published results of the 5-year clinical study stating that ‘RelyX™ Unicem has proven to be an excellent and reliable self-adhesive resin cement in the five years since its introduc- tion’. In 2015 RelyX Unicem 2 Automix Self-Adhesive Resin Cement became Product Award Winner in the ‘Top Long Term Performer – Cement’ Category. It was evaluated by 35 consult- ants in 1170 uses and received a 96% rating. These are only several exam- ples of 3M ESPE innovative technologies for the dental in- dustry. New products are being continually introduced by 3M ESPE to provide dentists with state-of-the-art materials for various clinical situations and dental procedures. How do you see the presence of 3M ESPE in the GCC market? Would you say you cover a big percentage of the market and is there room for improve- ment? 3M has regional offices in UAE, Kuwait, Oman, Qatar, Saudi Arabia, and our products can be accessed via a network of ap- proved distribution partners in most of the GCC countries. We are actively cooperating with governmental and private clin- ics of the region, as well as with leading dental universities and educational organizations. In different countries of the region we are having strong presence in various product categories depending on the market specif- ic landscape and development level. Our legacy brands such as Filtek™, Ketac™, RelyX™, Impregum™, Protemp™ are very well perceived by the den- tal professionals and widely used across the region. Of course, there are always un- tapped growth opportunities on the market. This year, for ex- ample, we are launching new products for the direct proce- dure making it faster and easier to create natural and beautiful looking restoration. We pre- sented innovative solutions for the digital dentistry such as 3M™ True Definition Scanner to complement high-end Lava™ consumables for CAD/CAM dentistry. Do you see the Dental scene changing much in the Mid- dle East? What are the main trends in the dental market in MEA region? In fact, MEA region is quite a dynamic area open to the new technologies and solutions. Den- tists are actively participating in the regional conferences and exhibitions, exchange informa- tion. Every year our Innovation Centers receive dentists from various countries of the region interested in new products and technologies. Having done several surveys among dental professionals we saw the trend that majority high- ly value their time and are will- ing to make treatment process faster and more efficient with no compromise to the quality. Clin- ics move into direction of treat- ment standardization and seek for the cost efficient sustainable solutions. Online communication is be- coming more and more com- monly used. Electronic plat- forms for socializing, sharing information, education are very relevant especially for a region with extensive geography. We are working on development of the modern instruments to make our on-line communica- tion with dentists more conveni- ent, efficient and interactive. 3M ESPE is known for the cut- ting edge products constantly being developed and brought into the market. Can you list some of the strategies used to successfully market several products at a time? 3M ESPE is constantly investing into innovation and develop- ment of the new technologies and products. Every year we introduce new solutions for the dental professionals to make their work more efficient and to help achieving predictable re- sults. In 2015 the Anaheim Group, dis- tributor of Dental Fax Weekly, has recognized the 3M Compa- ny for an unprecedented tenth consecutive year as the most in- novative company in the world- wide dental industry, sharing this place with Colgate-Palmo- live, with 97 innovations each for 2014. 3M ESPE Dental continued its consistent performance by intro- ducing new composite for poste- rior restorations using trusted nanofiller technology – Filtek™ Bulk Fill Posterior - one-step placement bulk fill material that delivers stress relief, excellent wear resistance and the ability to place up to 5 mm in one incre- ment. By eliminating expensive dispensing devices, additional layers and multiple steps, Filtek Bulk Fill posterior restorative provides a fast and easy option for direct restorations. And to make dental profes- sionals more confident in the restoration results 3M ESPE introduced new Elipar™ Deep- Cure LED Curing Lights (stain- less steel and plastic version with identical performance). New lights have optimized op- tics which creates a more even distribution of energy through- out the restoration, resulting in a complete and uniform cure from center to rim and from top to bottom. In March 2015 at IDS, Cologne 3M ESPE also presented new glassionomer material Ketac™ Universal Glass Inonomer Re- storative which provides faster and easier procedure by elimi- nating the need for condition- ing, coating or light-curing steps. The product has extended indications versus the predeces- sors – restricted stress bearing Class I and Class II restorations – which makes it universal glass ionomer solution for the dental practice. How does 3M ESPE educate its clients in the region? Do you feel you spend enough re- sources to educate the clients, given the fast pace in which technology is developing? Customer education has always been and remains a fundamen- tal part of 3M ESPE business model, and to help dentists stay ahead of the continual changes being made in materials and techniques, we actively carry out 3Msm Health Care Academy educational programs under Espertise™ brand. 3M Health Care Academy is providing ac- cess to high quality educational content delivered in flexible formats to suit dentist’s learning style including hands-on train- ing, live seminars and online self-study and webinars. During such programs we cre- ate environment for a two-way exchange of knowledge and information between clinical researchers, material scientists and dental professionals. Our goal is to provide independent, objective information on the most recent innovations and trends in dentistry, the latest ma- terial developments and scien- tific research results. 3M ESPE is also working closely with opinion leaders from MEA region as well as with leading international speakers from various countries to provide dentists with the most recent information about new dental products and technologies. In 3M Customer Innovation Cent- ers in UAE, Saudi, South Africa and other countries of the region we carry out a variety of dental programs for the dentists of dif- ferent specializations. We have highly equipped educational ar- eas where dentists can take part in smaller hands-on sessions or bigger educational events. Every year we conduct over 500 educa- tional activities in MEA region. On annual basis we participate in the regional dental events such as AEEDC, SDS Confer- ence, SADA Congress, CAD/ CAM & Digital Dentistry Inter- national Conference etc. pre- senting new 3M ESPE products both at our booth and within the scientific program. We are also actively cooperating with the Dental Schools provid- ing an opportunity for younger generation of dental profession- als to learn and to work with the newest 3M ESPE solutions and technologies. Elena Golubeva, 3M ESPE Market- ing Manager MEA Glass Ionomers Get Stronger and Faster with 3M™ ESPE™ Ketac™ Universal Glass Ionomer Restorative By 3M ESPE D entists know that many times caries-prone pa- tients can be the most restless, so speed is important when treating them. Whether working with children, teens or geriatric patients, dentists need effective restorative options that can be placed quickly. Now, new 3M™ ESPE™ Ketac™ Universal Glass Ionomer Restorative gives dentists a solution with easy handling and reduced chair time, so they can get patients on their way fast with a fluoride-re- leasing restoration that is strong enough for long-term use. Ketac Universal Glass Ionomer Restorative is self-adhesive and self-curing, so it eliminates the need for conditioning, coating or light-curing steps, enabling an efficient procedure – just place, sculpt, and you’re done. The ma- terial’s low stickiness adds to its easy handling, and it can now be used for restricted stress- bearing Class I and II restora- tions1 , thanks to its compressive strength and surface hardness. It can also be placed in bulk, elimi- nating the need for layering, and giving dentists an economical option for a general bulk restor- ative material. The restorative is available in both Aplicap™ and handmix deliveries, as well as six shades for simple color matching. The new nozzle design of the Aplicap delivery system gives dentists better access to deep cavities, while the handmix powder is formulated to resist air humid- ity, making it safe to store even in high-humidity climates.Ketac™ Universal Glass Ionomer Restorative With its timesaving capabili- ties and easy product handling, Ketac Universal Glass Ionomer Restorative gives dentists a fluo- ride-releasing solution for pedi- atric patients, geriatric patients, and everyone in between. For more information, visit www.3MGulf.com/espe. References 1. Please refer to Instructions for Use for more information.