Dental Asia Jul/Aug 2018

Dental Updates 6 DENTAL ASIA JULY / AUGUST 2018 Tailor-Made Training to Exploit All the Opportunities of Digitisation W&H Launches Own Instagram Account AmannGirrbacho ơ ers dental technicians various training courses tailored to their speciƤc requirements so that laboratories can benefit from all the opportunities o ơ ered by increasingly digitisedworkƪows. Individual online training is definitely a highlight. The digitisation of workflows for the fabrication of dentures o ơ ers laboratories enormous opportunities to increase efficiency. Currently, it is becoming increasingly important to extend digital workƪows to more complex restorations then and to acquire the corresponding know-how in this area. As a pioneer in the digital process chain, Amann Girrbach has been working for some time now on solutions for digitised prosthetics. The “Ceramill Advanced Prosthetics Program” is currently based on three indications, Ƥxed dentures as well as full and partial dentures. T o e n s u r e t h e o p t i m a l implementation of these digital p r o c e s s e s i n the laboratory, Amann Girrbach o ơ ers an extensive course portfolio whereby dental technicians are provided with the necessary skills by selected speakers. Users can choose between conventional courses in an Amann Girrbach training centre, team training in their own laboratory or online training. The advantage of the online seminars is that the time required is limited to the actual duration of the course. A further advantage: the trainer can adapt the content exactly to the level of knowledge and needs of the participant. Ŷ Amann Girrbach takes laboratories to the state-of-the-art level in digital prosthetics Instagram is all about capturing and sharing authentic, relevant and cutting-edge content. Today, the video and photo platform has more than 800 million users worldwide, including many dentists and dental assistants, which accounts for the surprising levels of interest in images fromthe dental industry. AtW&H, they have therefore decided that now is the time to open up this communication channel with professional dental customers, by launching their very own innovative and modern Instagram account as of March 2018. Young and mobile target audience More and more dentists and dental practices are using social media to help attract new customers and build trust in their services. In fact, there are now more than three million posts online with the hashtag #dentist. As a specialist in dental solutions, W&H is now looking to get involved in this conversation and reach out to dentists and dental practices with its Instagram account @whdentalwerk. The primary aim is to improve awareness of the brand among younger target groups. The new Instagram account therefore forms part of a cross-media campaign, which also incorporates the company’s existing social media activities on Facebook, YouTube, LinkedIn and W&H’s very own Video Channel. Hashtags such as #whdentalwerk,#whdentaland#patient2fan will be used to increase interaction and get users involved in W&H campaigns. User-generated content “Our Instagram account will promote the unique corporate culture of our modern family company through our slogan ‘People have priority’. As well as sharing our own messages, we also want to encourage our customers to produce their own user-generated content,” explains Ms. Anita Thallinger, W&H Marketing Director. “Examples could include before-and-after photos or snapshots from their everyday work, which showcase close and trusting relationship between dentist and patient.” Popularity of social media among dental community Social media inƪuencers have a key role to play in shaping user’s opinions. As with any industry, there are numerous experts and advisers from the dental community whose online contributions are very highly regarded. It is not rare to find dental practices and even dentists withmore than 200,000 followers. “Collaboration with these key opinion leaders is a key component of W&H’s digital strategy. This is the only way to develop a reputation as a genuine contributor, and ultimately generate popularity and trust among users,” explains Ms. Anita Thallinger. Ŷ

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