Dentistry is evolving faster than ever. From digitalization to changing economic realities, global markets are redefining how clinicians work and patients experience care. At AEEDC 2026, Mischa Häfelfinger, Head of Hub Switzerland, Eastern Europe & Emerging Markets at Straumann Group, shares his perspective on global trends, innovation, and Straumann’s vision for the Middle East.

What global trends do you see in dentistry?

Mischa Häfelfinger: The global dental market is becoming more fragmented. Macroeconomic factors such as tariffs, regional regulations, and varying reimbursement systems are shaping how companies operate and how products reach clinicians. At the same time, disruptions in logistics and supply chains have underlined the need for flexibility and local resilience. Digitalization, meanwhile, is advancing at a remarkable pace. It’s transforming how clinicians diagnose, plan, and communicate with their patients. We’re also seeing continued growth of Dental Service Organizations (DSOs), which are driving new levels of efficiency, standardization, and scalability across markets.

How is Straumann adapting to these global shifts, and what does that mean for your plans in the Middle East?

Mischa Häfelfinger: Our approach is to stay close to our markets. We’re strengthening regional investment, building strategic partnerships, and tailoring our offerings to fit local needs. The Middle East is a region of impressive growth and diversity, so we’re focusing on collaboration with trusted partners who deeply understand their markets. That means combining Straumann’s global innovation with local expertise — from education and service models to digital workflows — to create real, long-term value for clinicians and patients alike.

“We look for shared values, commitment to quality, and a long-term perspective.”

Digitalization is changing everything from diagnostics to patient communication — how is Straumann embracing this shift in implantology?

Mischa Häfelfinger: Digitalization has moved from being an option to being the foundation of modern implantology. At Straumann, we’re connecting the full workflow — from scanning and planning to guided surgery and restoration — into one seamless experience. Our goal is to make digital dentistry simple, predictable, and accessible for every clinician, regardless of where they are on their digital journey.

Education has always been at the heart of clinical excellence — how is Straumann helping dental professionals stay ahead in an evolving field?

Mischa Häfelfinger: Education has always been part of Straumann’s DNA. As innovation accelerates, continuous learning is essential to maintain clinical confidence and excellence. We support professionals through hands-on courses, online learning, and mentorship programs that help translate innovation into daily practice. It’s about giving clinicians not just the tools, but the knowledge and confidence to use them effectively.

Straumann works closely with local partners to expand Straumann’s reach. What are the key factors you look for in a successful distributor partnership, and how does Straumann support its partners to ensure mutual growth?

Strong local partnerships are central to Straumann’s success in many regions. We look for shared values, commitment to quality, and a long-term perspective. Our distributors are true partners — they represent Straumann in their markets and play a vital role in shaping our growth. We support them with continuous training, marketing tools, and access to our global expertise so that we can succeed together.

Straumann has a strong reputation for innovation across its product portfolio — from implants to biomaterials and digital solutions. Which recent or upcoming innovations are you most excited about for the Middle East market, and how do they address the specific needs of clinicians and patients in the region?

Innovation is the backbone of Straumann. In the Middle East, we already offer a comprehensive pipeline: the Straumann iExcel™ Implant System considering a fully connected digital workflow; iGuide for precise, prosthetically driven planning and guided surgery; Fast Molar for efficient same-day temporization; and the new SIRIOS X3 scanner, which brings speed, accuracy, and simplicity to everyday digital dentistry. These are just a few examples of what is already available — and there is much more to come. Our focus is to give clinicians solutions that are reliable, intuitive, and designed to support better outcomes for their patients.

Looking ahead, what is your vision for Straumann’s presence in the Middle East over the next five years – and how do you see the role of distributor markets evolving within the company’s global strategy?

Over the next five years, our goal is to strengthen Straumann’s presence in the Middle East as a trusted partner for clinicians, patients, and distributors. Distributor markets will continue to play a key role in our global strategy. They bring agility, local insight, and strong relationships with customers. Our job is to empower them with innovation, education, and ongoing support so that we can continue growing together in a sustainable and meaningful way.

Key takeaways

• Dentistry is being reshaped by digitalization, economic pressures, and the need for local resilience, making adaptability more important than ever.
• Straumann’s strategy centers on combining global innovation with strong local partnerships, particularly in fast-growing and diverse regions like the Middle East.
• Long-term success depends on integrated digital workflows, continuous education, and shared values between Straumann and its distributor partners.