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today ADX Sydney 18-20 March

ADX · Sydney · 18–20 March, 2016 Official news for visitors and exhibitors nWhilevisitinganexhibitionstand usually allows customers only to see a product, ADX16 Sydney is introducing a novel way for visitors to experience the latest dental prod- ucts from Australia and overseas: the Product Showcase. In two purpose-built theatrettes in the designated showcase area, visitorscansitdownandlearnhow novel technology is changing the instruments, equipment and mate- rials that leading dentists use. During interactive 45-minute ses- sions,thisinnovativecomponentof ADX16givesdentalprofessionalsthe unique opportunity to talk to sup- plierstoobtainin-depthknowledge of their new products and insights into the field of dentistry. Topics of the Product Showcase sessions va- ry and include business enhance- ment strategies, product introduc- tions and clinical demonstrations. For example, dental marketing specialist Jonathan Engle from Soft- ware of Excellence will advise on how to attract new patients online, Dr Andreas Kurbad will review the success of Ivoclar Vivadent’s all-ceramic restorations system IPS e.max and Dr Phillip Palmer from Prime Practice will introduce dentists to the concept of outsourc- ing non-core functions in practices. Showcase sessions run from 10:30 to 16:30 on Friday and Satur- day and from 10:30 to 13:30 on Sun- day. The timetable can be accessed at Complementingthisnovelhands- on approach is the ADIA–OHPA Dental Laboratory Pavilion. Also new at Australia’s premier dental event, the pavilion highlights the quality products manufactured by the local laboratory industry. De- signed to maximise participation by dental technicians, the pavilion offers information on the commer- cial framework and changes to reg- ulations and exhibits the latest technologyfromAustraliaandover- seas. The free pavilion, which is lo- cated in the main exhibition space on the left-hand side directly be- hind the entry turnstiles, includes working demonstrations of the latest CAD/CAM technology. As a collaborative effort between the Australian Dental Industry Asso- ciation (ADIA) and the Oral Health Professionals Association (OHPA), theinitiativerecognisestheunique challenges that the country’s lab- oratories face from internation- al competition and technological changes and reflects both organi- sations’ advocacy efforts to secure a future for Australia’s dental lab- oratories. There is certainly a great deal to see and do at Australia’s largest dental exhibition; its significance is perhaps best captured by ADIA CEO Troy Williams: “Make no mis- take about it, ADX16 Sydney is an event that allows dentists and al- lied oral health care professionals to see more, buy more and learn more.” 7 Interview Troy Williams, CEO of the Australian Dental IndustryAssociation,reports on the return of confidencetoandpositivesentimentsacross theAustralian dental industry. »Page 18 Avoiding marketing mistakes Marketing specialist Carolyn S. Dean talks you through the essentials of successful dental marketing by highlighting common pitfalls and errors made by many practices. »Page 22 What’s on WhetheryouwanttoexploreSydney’sannual food and wine festival or enjoy a free concert at the park, the Harbour City has much to offer this weekend. »Page 31 AD Introducing two firsts at Experience innovations intended to enhance daily practice Two New Dental Mills Designed to Meet Your Needs Wet Dental Mill Dental Mill AD

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