MIS - AN INNOVATION DRIVEN BRAND

MIS – AN INNOVATION DRIVEN BRAND

A GLANCE AT MIS’ MARKETING STRATEGY THROUGH THE EYES OF DORON PERETZ, MIS’ SENIOR V.P. SALES & MARKETING

MIS today is an international corporation, playing a major role in the dental implants industry. As such, it is committed to constant development and an overall innovative approach. Innovations have also become a main concern in terms of our global marketing activities, which I have conducted and supervised during the past decade. MIS constantly comes up with new creative ideas and solutions to improve dental implantology procedures and make them simple. We are always engaged with the advancement of currents tools and techniques and with the introduction of novel ideas and innovations. Designed especially for our new C1 implant, the new surgical kit is a good example as it comprises pilot drills with built-in stoppers, an advanced set of insertion tools, color coded components and seats and an ergonomic circular layout. As MIS S.V.P Marketing, my constant challenge is to introduce such novel developments in a comprehensive and detailed, yet simple and coherent manner, to create impactful communications with clinicians and endorsers worldwide.

In May 2011, MIS held a two-day international conference by the Caribbean Sea in Cancun, Mexico. Aimed at all MIS’ distributors, current and potential customers, the conference hosted over 1,000 practitioners from 65 countries spread over 5 continents. The initial gathering accommodated special events, among which, as a challenging, prize awarding golf tournament, won by our guests from Australia. That ice breaking experience facilitated an initial acquaintance between MIS’ customers and 30 world-class opinion leaders, who later took part as lecturers at the scientific meeting.

The scientific program was conducted by an advisory board, administrated by MIS VP R&D, Dr. Nachum Samet, participated by Prof. Carlos E. Nemcovsky from the School of Dental Medicine in Tel-Aviv University and Prof. Lior Shapira, the chairman of the Department

of Periodontology from The Dental Faculty of Hadassah and the Hebrew University Medical Center in Jerusalem. A wide range of topics were addressed by international opinion leaders and pioneering researchers from leading academic institutes. Lectures and interactive discussions addressed various aspects of dental implantology, new concepts of bone healing, bone grafting materials and bone augmentation strategies and procedures. The apparent interest and active response in the crowded lecture hall, initiated an advantageous platform for the launch of C1 – MIS’ new and revolutionary conical implant, integrating a conical connection with an anti-rotation index and a Dual Stability Mechanism. In addition, PerioPatch, MIS’ innovative solution for periodontal inflammations was introduced as an opening salvo to a new range of oral health products by MIS. The conference hosted simultaneous work-shops conducted by MIS’ two senior partners, specializing in dental training and continuing education – Esparza from South America and DITC from the US. A closing lecture, by Dr. Maurice A. Salama from the University of Pennsylvania, presented augmentation techniques for functional and esthetic implant restorations, demonstrated optimal results and effective bone and soft tissue growth in cases where MIS’ SEVEN implant and BondBone were used.

The magical combination of the exotic set and the broad scientific program presented by world class professionals, created a unique and positive atmosphere, still echoing through our daily contact with our business partners. The Cancun gathering was an exceptional experience from my point of view as it became a landmark, successfully positioning MIS as a leading global brand, well recognized by international opinion leaders and customers. As MIS’ S.V.P. Marketing, I believe that the conference was also a milestone in the constitution of a new standard for knowledge sharing and service offered by MIS. It communicated MIS’ global success, and induced aspirations and anticipation as we look forward to the next gathering planned for 2013.

As MIS’ global distribution network keeps growing, we have come to understand the importance of an advanced online communications platform that would draw the attention of potential customers and provide a better service and on-line information to current ones. In May 2011, MIS launched a brand new website. Featuring MIS’ well recognized graphic language and innovative design, the new site is a result of an interdisciplinary working process that involved both our marketing and creative departments. The new web platform is based on a sophisticated, yet user-friendly technology, providing users with vast visual and written information in a simple accessible manner, 24 hours a day. The e-commerce platform is currently being adapted to enable a simple on-line ordering and purchasing process. I believe that over time, the new website will turn out to be an essential pillar of our efficient on-going communications with our customers worldwide.

Last but not least – our extended experience as a senior industrial company has highlighted the importance of our brand, to be our most valuable asset. MIS consistently put considerable efforts in the brand’s reinforcement, maintaining its differentiation and communicating its competitive advantages. The Cancun meeting has become a landmark by successfully positioning MIS as a leading global brand, well recognized by international opinion leaders and by customers globally. The corporation’s agenda involves further investments in marketing, delivering a coherent, simple message through a wide range of communication channels, including on-line user friendly features. 

I wish to convey my sincere appreciation to each and every member of the Cancun panel of experts for presenting their most updated work and for sharing their vast knowledge. I would also like to thank the MIS team all across the board - Production, Operation, R&D and Marketing departments - for their never ending effort to make sure that this huge undertaking is a success and of course, I would like to thank each one of those who attended the meeting for giving us the pleasure of their presence. See you all at the 2013 Global Conference.