Introduction

• Holger Haderer views the Middle East as a dynamic and rapidly evolving market with a young population, high digital adoption rates, and an increasing focus on aesthetics and quality healthcare.
• He highlights the region’s strong receptiveness to digital workflows and innovative dental solutions that enhance efficiency and patient satisfaction.
• To meet these needs, Straumann tailors its approach by offering cutting-edge technologies alongside personalized support, ensuring that its solutions align with the region’s specific requirements. 

Mr Haderer, how has your previous role as head of the implantology business unit prepared you for leading the EMEA region?

Stepping into this role is a significant responsibility, but my previous experience has provided me with a solid foundation. It allowed me to develop a global perspective on our business and market environment though working closely with markets worldwide. I learned to balance global strategy with local execution, which is particularly crucial in a region as diverse as EMEA.

Creating synergies across teams and regions starts with fostering open communication and aligning everyone around a shared vision. A surprising insight in this role has been the adaptability of our teams. Despite cultural and market differences, I’ve witnessed a strong commitment to collaboration and innovative thinking. This shared energy strengthens our ability to overcome challenges and achieve sustainable growth.

Straumann is renowned for its innovative products, the more recent ones being iEXCEL, SIRIOS and Falcon. How do you ensure that these innovations genuinely address the needs of dental professionals and patients?

Innovation at Straumann is never about technology for its own sake. Every product we develop begins with a deep understanding of the challenges dental professionals face. The iEXCEL system, for example, addresses the need for streamlined training and upskilling in digital workflows. It provides clinicians with a structured, user-friendly platform to build confidence and efficiency when adopting Straumann’s advanced technologies. Similarly, the SIRIOS intra-oral scanning system and Falcon dynamic navigation system aim to enhance workflows, improve precision and elevate patient outcomes. We collaborate closely with clinicians to ensure that their feedback shapes our development process. By focusing on solutions that simplify complex processes and reduce chair time, we empower dental professionals to deliver exceptional care while achieving real-world impact.

How is Straumann rethinking the customer experience to build long-term relationships with dental professionals?

At Straumann, the customer experience goes beyond delivering high-quality products; it’s about building partnerships. Before the sale, we invest time in understanding the unique needs of each practice, offering tailored training, support and digital tools to set the practice up for success. During the sale, we focus on seamless integration, ensuring customers feel confident in their investment.

One of the most underrated aspects of building long-term relationships is consistency. It’s not just about solving problems as they arise; it’s also about proactively anticipating needs and maintaining ongoing engagement. Every interaction, whether a service call or a training session, is an opportunity to reinforce trust and strengthen our partnership.

What market trends are you seeing in the Middle East, and how is Straumann tailoring its approach to this dynamic market?
The Middle East is a fascinating and dynamic market characterised by a young population, high digital adoption rates, and an increasing focus on aesthetics and quality healthcare. One exciting trend is the rapid adoption of digital workflows. Clinicians in the region are highly receptive to innovative solutions that enhance efficiency and patient satisfaction.

To address these needs, Straumann tailors its offerings to provide cutting-edge technologies alongside personalised support. This approach ensures that our solutions align with the region’s unique requirements and empowers clinicians to deliver the highest standard of care.

What is the next major step in implantology, and how is Straumann positioning itself for it?
Implantology is evolving rapidly. While artificial intelligence (AI), regenerative medicine and digital workflows are reshaping the field, I believe that the next fundamental shift will involve the seamless integration of digital tools and workflows. This will allow clinicians to connect treatment planning with patient-specific data and streamline processes in ways we are only beginning to realise.

“We are developing platforms that prioritise precision, efficiency and the patient experience.”

Straumann is investing heavily in research and development to drive these advancements. We are developing platforms that prioritise precision, efficiency and the patient experience. By collaborating with dental professionals, we ensure that these technologies are intuitive, clinically meaningful and geared towards improving outcomes while reducing complexity and chair time.

What will dentistry look like in ten years—in terms of both technology and the interaction between dental professionals, patients and companies?
Dentistry is fundamentally about people—patients, clinicians and the communities we serve. In the next decade, I envision a future where technology and human interaction are seamlessly integrated. Dental professionals will harness advanced tools like AI-driven diagnostics, as well as employ regenerative treatments and minimally invasive surgical techniques, to enhance their expertise and deliver more personalised care.

For patients, the experience will become more tailored and less intimidating. Treatments will be designed around their unique needs and delivered more efficiently. Minimally invasive techniques will also play a significant role, supporting faster recovery times and improved outcomes.

As a company, Straumann’s role will continue evolving from being a provider of solutions to becoming a true partner. We’ll help clinicians grow their practices, enhance their skills and make a lasting impact on patients’ lives. Together, with passion and innovation, we are not just imagining the future of dentistry; we are building it, one smile at a time.

Conclusion

• Straumann's strategy balances global strategies with local needs in the diverse EMEA region.
• The company focuses on simplifying workflows, enhancing precision, and delivering practical, patient-centric solutions while fostering long-term relationships with clinicians.
• It will empower clinicians in the Middle East to deliver high-quality care while embracing digital advancements in implantology.