Confidence to take different approaches

The International Dental Show in Cologne attracted 160 000 visitors from 166 nations in 2019, underscoring its status as the world’s largest dental event and confirming that dental congresses and shows continue to be an effective marketing platform. The IDS has been a major event for our company over three decades and in 2019, we used it to launch key innovations like Straumann BLX and SNOW – in addition showcasing more than a hundred new items.

Our key brands extended across seven large stands but the Straumann booth was in a league of its own. At its heart was the Arena of Confidence, which simultaneously provided a venue for customer hospitality and interactive lectures given by experts and key opinion leaders, covering a wide range of topics from immediacy and full-arch restorations to ceramic implants, intraoral scanning, 3D-printing, clear aligners, artificial intelligence and next-generation dentistry.

From the Arena, we broadcast more than 50 live sessions and lectures via the internet, attracting thousands of participants online. This new concept is a further example of moving beyond continuity.