Dental Tribune UK Edition, September 20-26, 2010, Vol. 4 No. 22

EverClear™ a triumph in clarity For details of Carl Zeiss and our wide range of other dental products contact: See what you are missing... Carl Zeiss EyeMag Smart 2.5x loupes Carl Zeiss GTX Carl Zeiss EyeMag Pro prismatic loupes Carl Zeiss OPMI® Pico Nuview Ltd, Vine House, Selsley Road, North Woodchester, Gloucestershire GL5 5NN Tel: 01453 872266 Fax: 01453 872288 E-mail: info@nuview-ltd.com Web: www.voroscopes.co.uk •Floorstand, ceiling or wall mounted •Photoport for digital camera •Five step magnification •Superlux 180 Xenon daylight illumination V2 LED Illumination D ental Tribune: Tell us a little about your ca- reer. Sonia Tracey (ST): My den- tal career started at Ivoclar Vi- vadent as a territory sales man- ager. Since then I have worked within the industry and more recently within the medical in- dustry as a field sales manager and later as sales director. I also spent seven years working as the northern sales manager for another well known headpiece manufacturer. I started at KaVo in June 2007 as public sector manager for the UK and Ireland. In November 2008 I accepted the position of Managing Director at KaVo. It’s been a big challenge but an ex- tremely enjoyable one. DT: I understand that there is some major news from KaVo, can you tell us more about it? ST: Obviously we’ve had a couple of really good years and we want to continue to build on that success and improve the products and service we offer to our customers. With that in mind, we have taken the deci- sion to restructure our distribu- tion channels in order to guar- antee greater flexibility when purchasing KaVo products. In- stead of selling direct to the cli- nician we are going to take our distribution exclusively through selected dealers. We believe that by distributing our products in this way, customers will now have the opportunity to purchase KaVo products from their chosen company along with their com- plete consumable needs. In these times of pressurised working en- vironment, our aim is to make life easier for our customers and improve the purchasing process making it as easy and convenient as possible. DT: What has made KaVo choose this new strategy? ST: This decision has not been taken lightly, we have been working on this model for some time and we believe that in order to build on our recent record breaking successes and continue to grow our business that this is the right direction for KaVo to follow. The dynamics of the dental profession and industry are con- tinually changing, the market is becoming more competitive, for example National Framework Agreements are being put in place. In addition the way con- sumers are purchasing goods has changed - customers are looking to use a single supplier to fulfil all their equipment and consumable needs. DT: When will this change go live? ST: September 2010. It has very much been a work in progress, KaVo have been look- ing at this model for a period of time and have already used the same go-to-market model very successfully in a number of oth- er European subsidiaries. DT: Do you think that your previous experience had anything to do with why you were chosen to head up this new strategy? ST: It does help to have had experience of a wholesale back- ground. My previous roles have shown me that working with dis- tribution partners gives a more successful and secure business model. This strategy will allow greater market penetration and we believe fulfil the needs of our customers. DT: How do you think this news will affect current KaVo customers? ST: We believe that it will provide our customers with greater flexibility and purchas- ing power. Our goal is to enable us to offer an improved service through their trusted suppliers. Our team of product specialists will still be visiting customers to advise them on their needs with- in the dental practice. Of course we will continue to support KaVo products in the market place with technical sup- port. DT: Do you think that cus- tomers are looking to use a single supplier to fulfil all their equipment and consum- able needs? ST: Yes, we can see that pur- chasing patterns are changing, if we look in the public arena we shop at hyper markets, and we book holidays on line. Consum- ers are looking for easier pur- chasing options including one- stop shops, this is no different in the dental profession. DT: So, what is KaVo looking to achieve with this strategy? ST: The main emphasis of KaVo’s policy lies in the total satisfaction of our customers, who represent the key to the success of the company. In line with our motto, KaVo, Dental -Excellence, we aim to imple- ment the KaVo vision through our highly trained workforce, our efficient organisation and excellent technical backup from our headquarters in Biberach, Southern Germany. By fulfilling all applicable customer, statutory and regula- tory requirements, we guarantee high-quality, environmentally friendly products, reliability and customer satisfaction. DT Making things simpler for our customers Managing Director at KaVo, Sonia Tracey, discusses a change in direction for the den- tal equipment provider with Dental Tribune ‘The dynamics of the dental profession and industry are continually changing, the market is becoming more competitive. In addition, the way consumers are purchas- ing goods has changed - customers are looking to use a single supplier to fulfil all their equipment and consumable needs.’ 9Company ProfileSeptember 20-26, 2010United Kingdom Edition