TodayIDS0209

develops new products and services in collabo- ration with dental institutions at universities, technical colleges, and training schools (Meis- terschulen). We need this market in order to in- troduce products and services in conjunction with healthcare providers and users because, with the high standard of healthcare, dentistry and dental technology in our country, these products and services are considered models for dental practices and laboratories world- wide. The shift of sales is a result of an expansion of our market position overseas disproportion- ate to growth in the domestic market. It is important to guarantee dentists and den- tal technicians in the German market accept- able remuneration for their services. This is the only way to ensure that young people find their way into the health service, to prevent profes- sional migration, and to ensure patients gain ac- cess to the latest developments in general den- tistry and dental technology. Germanpatientshavetocarrymoremed- ical expenses due to the introduction of the nationalhealthfund.Isthishavinganeffect on dentistry as well? I expect not only an added burden for the insured, but also an increase in bureaucracy that we will all have to tolerate. Calculations by a council of experts for the national health fund predict a shortfall of €440 million in 2009 alone! I think notable negative effects are to be ex- pected due to the revamped dental practition- ers’ fee schedule, which is the new basis for pri- vatedentalbillingin2009.Intheircalculations, the Association of German Dentists has con- cluded that large cutbacks in salaries could be the outcome of these regulations. If one considers that a significant portion of the an- nual turnover in many practices already comes from patients who pay out of their own pockets and are, therefore, essential for practices’ sur- vival, one cannot understand why the dental profession should be content with a slight in- crease in refunding of only 0.46 per cent after 21 years. In which markets has the German dental industry gained shares in 2008, and which marketsdoyouregardasdifficulttogainac- cess to? The results of our latest member question- naire underline the fact that export figures in East European markets, especially Russia, and Asian markets have shown a positive trend. Furthermore, the economic outlook for Latin America has improved remarkably in the last few months; however, it must be noted that growth development in this market is still at a verylowlevel.Aslightweakeningintheoutlook for the North American market has been re- ported. Regardless of this, the number of mem- bers who predict an increase in business prospects for the first half of 2009 is higher than those who predict a decline in business prospects. On average, Western Europe presents itself as a very stable market environment and re- mains one of the most important sales regions for our members in terms of turnover. One-fifth of our members expect an improvement in their profits within the first half of 2009 compared with the same period last year. An increasing number of companies from emerging markets, such as India and China, are beginning to gain market shares. How do you size up the competition? It is important to remember that IDS is also a global marketplace. These countries do not necessarily come to Germany to attend IDS, in order to compete in these highly developed mar- kets. For most companies, markets in develop- ing countries are of primary importance, as the world’s largest dental marketplace is a meeting point for suppliers from developing countries and their consumers from other developing countries. However, this doesn’t mean they don’t have anything to offer European con- sumers. The German dental industry has enjoyed an international reputation as one of the most innovative dental industries. Our exception- ally high standard of quality, service-friend- ly products, and high level of innovation, as well as distinct customer orientation with a high quality of service, make our products glob- ally competitive. We confidently meet the chal- lenge of all competition in any market world- wide. During the last two years you have trav- elled abroad to promote IDS in other re- gions. Can you tell us more about percep- tions of the show in different parts of the world? IDS is THE international meeting for the dental sector. For years, it has been an estab- lished communication and marketing platform for the international dental community. This recognition has not changed very much, as was evident during our several international press conferences last year held in collaboration with Koelnmesse subsidiaries in Japan, China, Russia, and the United States. Participants consistently displayed much interest in and support for IDS. We were also given credit for the high quality of accommodation, careful organisation,andtheshow’sinternationalchar- acter. Only at IDS is such a comprehensive display of the international dentistry market presented —the complete spectrum of dentistry and dental technology is available to be seen and experi- enced. All products and services that make the work of dentists easier, help them work eco- nomically, and provide their patients with the state-of-the-art in dental technology are avail- able at the show. Unlike other international meetings, IDS seems to grow in popularity each year. In youropinion,whatarethemainfactorscon- tributing towards this growth? IDS has an appealing and powerful concept that was developed in cooperation with our partner Koelnmesse. In particular, the sheer amount of state-of-the-art innovations makes IDS the most comprehensive dental exhibition and one of the liveliest and most significant marketplaces in the dental world. It is important that we plan this growth care- fullytokeepupwithmarketdemands.Wedonot want the show to expand too rapidly and possi- bly outgrow its market. We already have a high level of international participation at IDS from both exhibitors and visitors.Theshowiscosmopolitan,thestandard of accommodation at the show is exceptionally high, and the efficient organisation behind the show makes a visit to the show easy. Finally, the city of Cologne is ideally situated in terms of public transport within Germany, as well as to and from Europe and the World. Thank you very much for the interview! AD meinung opinion 11IDS 2009 – 23. März 23 March page 8