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EXHIBITIONREVIEW
wished he could have more time on hand to have a thorough
tour of the exhibition halls. “From the little time I managed to
squeeze out of my schedule, I managed to have a quick
glimpse of the exhibits in the [exhibition] halls and I like what I
saw. I would also like to congratulate SDA for putting together
an excellent scientific program, which had catered virtually to
all areas of dentistry.”
The Organizer
Of course, nothing is perfect and there will always be that
minority of exhibitors who feel that the show could have been
better. Said Mr Adrian Sng, Senior Manager of koelnmesse Pte
Ltd: “In any exhibition in the world, there will bound to be a
small group of exhibitors who will be unhappy. No matter how
hard we try make everything perfect, we cannot please
everyone but we also get very encouraging and good feedback
from many of our exhibitors. Overall, I would consider IDEM a
success given the record delegates and visitors.”
Conclusion
Well, just as in back in 2006 when the organizing team did not
immerse themselves wildly in a job well done, this time round,
there is no difference. Already the koelnmesse team is back on
the drawing board — planning for a more ambitious and bigger
IDEM 2010. And the rumor is rampant that IDEM 2010 will be
held at the new Marina Bay Sands integrated resort (which
incorporates one of the two casinos in Singapore) at Downtown
Marina. The organizer is not revealing much for now until
everything is cast in iron. So, watch this space!
On a personal note, I would like to see IDEM grow — not only
in size but also in stature that is befitting of its regional
importance. The past eight years have seen IDEM grown
gradually in terms of exhibiting space and visitorship — which
indicate the correct direction that the organizer has taken —
but it’s time to bring the event to the next level.
not stop it from aiming for the sky and developing its own
characteristics. And for that, I have my little wish list that I have
made (and hopefully I could see it being implemented for IDEM
2010):
• Product Premieres
To proclaim that a show has truly arrived, apart from the
number of visitors and exhibitors, another good barometer
would be the number of product premieres at the exhibition.
This time round, we only witnessed less than a handful of new
products being launched at IDEM.
Many manufacturers may have their own reasons and
strategies to defer their launches till IDS but that do not stop
them from having interim launches at IDEM. Product launches
at such major exhibition is one way of attracting more visitors to
the event. Visitors do not want to fly all the way to IDEM just to
look at something which they can get back home. (So,
exhibitors who lamented the lack of visitors, must have a relook
at their gripes).
• Broadcast of Live Surgery On-Site
Currently, IDEM prohibits live surgery on-site due to hygiene
and safety concerns. Perhaps, exhibitors could arrange for live
broadcasts of final stages of dental surgery/implants to be
beamed from dental clinics or dental schools. This will better
explain the products and bring attention to the booths.
More non-invasive demonstrations could also have been
performed just like what Ivoclar Vivadent had when showing its
OptraDam rubber dam. Although it was a simple
demonstration, it attracted quite an attention with the visitors.
As Singapore Minister for Trade and Industry, Mr Lim Hng
Kiang, remarked in his opening speech: “IDEM augments our
exciting pipeline of business events and enables us to
showcase Singapore’s position in the field of dentistry in the
Asia-Pacific region. IDEM 2008 is an excellent opportunity for
the interaction among dentists — to learn not only the evidence
or scientific basis of clinical practice but also new innovations
that can change the way one practises dentistry.”
Granted that what the Minister said was true but with more
similar exhibitions sprouting up by the day in this region, IDEM
must rise above the challenge and constantly find ways to stay
ahead and increase its prominence. Only then will it hold truth
to what Minister Lim had said.
IDEM — being an off-shoot of the more successful and
illustrious IDS in Cologne, Germany — may find it difficult to
emulate the immense success enjoyed by IDS but that should
The Scientific Program is a highly successful component of IDEM and are,
more often than not, sold-out. A delayed excerpts of the papers presented
would be a welcome move for the visitors, who might have missed the boat.
50 Dental Asia • May / June 2008