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38 Dental Tribune Middle East & Africa Edition | January-February 2016 ortho tribune < Page 2 Interview with Xavier Cherbavaz: “We strongly believe in education, we are committed to be more present in the region.” ByDentalTribuneMEA/CAPPmea D UBAI, UAE: The 2nd Ormco MENA Sympo- sium took place on 4 and 5 December 2015 at the Jumeirah Emirates Towers in Dubai, UAE. Dental Tribune Middle East had an opportunity to catch up with Xavier Cherba- vaz, Director for France and Emerging Markets. DTMEA/CAPPmea: Dear Xavier, it is great to see you again during the 2nd MENA Symposium here in Dubai. Could you introduce yourself to those who don’t know you yet? Of course, I am the Sales Direc- tor for France and Emerging Market, managing another golf from Russia up to India and go- ing to Africa. We have different operation direct where we have more people and we use the network of dealers in some of the countries, like it is here like in Dubai for example. DTMEA/CAPPmea: Could you tell us where is Ormco today? Ormco is the largest company worldwide in orthodontics at this point, existing for over 50 years. At this moment the training of the professionals is the big part of Ormco mis- sion. Also, most probably we are the company with the larg- est range of products, from the traditional to the twin brack- ets were you end wires toward the digital one were we deliver customized brackets with the right regulation and the wires that prevented so that the doc- tors spent time on adding value on the treatment plan and not spent lots of time in bandings. With this whole range we need to train our end user in order for them to be able to get to know the product. DTMEA/CAPPmea: What is the main focus of todays’ Symposium? Our main aim is to keep a rela- tionship with the costumer we serve, through the product to the education so that’s why we arehereatthis2ndMENASym- posium. Additionally, Insignia and DAMON are the main high end products of Ormco that we are presenting today during the Symposium in order for our us- ers to expand their knowledge on those products. DTMEA/CAPPmea: Do you spend lots of time with the end user? Yes, we travel all the time to reach our costumer. We spend a lot of time with the end user. We are the innovating com- pany, we try to launch new product, but also try to simplify the life of our client. Today, the training part is a big part be- hind so we try to spend as much time with them as possible in order to teach them about the new developments. In the country where we are, orthodontics is a niche market, with limited number of people, they are all specialists. So gen- erally there is in each country corresponding body where we know the orthodontists. Ormco is existing for over 50 years where we have relation where in almost each country someone has a product from us, which is a single spring or bracket or wires, maybe not all the range but some for sure. Or- thodontics is a service industry so being close to the costumer is the top priority for us. Our primary focus is to work with orthodontics, now in some countries there are also cases where GP’s are doing ortho- dontics, like let’s take Spain for example there is no ortho- dontists, there are mainly den- tists. They don’t have a title of orthodontics because it doesn’t exist, in Italy, the specializa- tion exists for only 4 years so for them is also something new so before there were mainly GP’s. We are working market by market, France is special- ist market, people with strong specialty, scientific bodies so we work with them a lot. We are the company that adapts by markets. DTMEA/CAPPmea: During last year’s Symposium you shared with us that there are aspirations on organizing education programs. How is this going on? Itisgoingverywellatthispoint. Over the past four years, there were no courses in the region, only few. In 2014 we organized 25 courses we had close to 1500 people coming to our courses, orthodontists. This year we have organized 30 courses and we have 2400 and we organize that all across the countries from Qatar to Egypt to Leba- non. Our aim is to be as close to the costumer as possible, so we organize courses as much as we can to their offices. Here we have selected Dubai as it is convenient to come and this is Symposium. DTMEA/CAPPmea:Do you already have plans for the next Symposium? Yes, of course. Next year we will have another Symposium in India, it will be the first one, we had one in South Africa last year and this was also the first one. Traditionally, when we en- ter the market for the first time, we organize Symposium and then a range of courses with different speakers in order to adapt to local needs from basic level to the advanced. We strongly believe in educa- tion, we are committed to be more present in the region. This is what we did in last three years and what we continue to do. Ormco is the largest com- pany worldwide so we have al- most every philosophy of prod- uct to serve the orthodontics. On the 11th of December, the first CEREC Ortho training took place in the Raffles Hotel (Dubai – U.A.E.) organized by Sirona and conducted by Dr. Darren Cannell and Dr. Andy Stafford (New Castle – U.K.). Dr. Amro Adel General Manager SironaDentalSystemsTradingLLC Dubai, U.A.E. Office: +97143752355 Web: www.sirona.com Email: amro.adel@sirona.com Contact Information ager - Sirona Dental System L.L.C (Dubai – U.A.E.) has of- ficially announced the launch of the CEREC Ortho Software that can be supplied in combi- nation with the CEREC Omni- Cam acquisition unit, or sepa- rately for those clients who already own a CEREC Omni- Cam unit. On the 11th of December, the first CEREC Ortho training took place in the Raffles Hotel (Dubai – U.A.E.) organized by Sirona and conducted by Dr. Darren Cannell and Dr. Andy Stafford (New Castle – U.K.) with around 11 participants representing 4 Dental Centers in Dubai – U.A.E., and 1 Den- tal Center in Doha – Qatar. The event was a huge success due to the simplicity of the Soft- ware, and the existing knowl- edge the participants had; either with CEREC, or with Invisalign (or both separately). Now, these experiences unite, with Sirona and Invisalign joining efforts and experi- ence to insure a successful and smooth introduction and launch of this Software as one of the first regions World-Wide to officially launch CEREC Or- tho Software. The 2nd Ortho Training is scheduled very soon, to welcome existing and new CEREC users from the U.A.E., Kuwait, Bahrain and Saudi Arabia. Congratulations to all the par- ticipants who joined a Global Network of a new generation of Digital Orthodontists, and personally happy to have wit- nessed another positive leap in the Dental industry. “The special course attracted 11 participants representing 4 Dental Centers in Dubai – U.A.E., and 1 Dental Center in Doha – Qatar.” The special course attracted 11 participants representing 4 Dental Centers in Dubai – U.A.E., and 1 Dental Center in Doha – Qatar.